Assessing the impact of integrated marketing communication on consumer impulsive buying behavior

Running head: MARKETING COMMUNICATION AND CONSUMER BEHAVIOR
INTEGRATED MARKETING COMMUNICATION AND CONSUMER BEHAVIOR
Name of the student
Name of the university
Author note

1MARKETING COMMUNICATION AND CONSUMER BEHAVIOR
Table of Contents
1. Introduction..................................................................................................................................2
Aim..............................................................................................................................................2
Research Objectives.....................................................................................................................2
Research Questions......................................................................................................................2
Research hypothesis.....................................................................................................................3
2. Significance of the proposed research.........................................................................................3
3. Literature Review........................................................................................................................3
4. Research methodology.................................................................................................................4
5. Timeframe....................................................................................................................................5
6. The major theories.......................................................................................................................6
7. Findings and analysis...................................................................................................................7
8. Research Limitation and implication...........................................................................................8
References........................................................................................................................................9

2MARKETING COMMUNICATION AND CONSUMER BEHAVIOR
Topic: Assessing the impact of integrated marketing communication on consumer impulsive
buying behavior
1. Introduction
Integrated marketing communication initiatives are undertaken by organizations aiming
at making the target audience aware of the different product and service offerings. Luxton, Reid
and Mavondo (2015) stated that the integrated marketing communication helps an organization
in persuading the customers to make a buy of the propositions. The influential role that is played
by the integrated marketing communication initiatives on consumer impulsive buying
behavior are depicted through the researches that was undertaken earlier.
Aim
The aim of undertaking the research is to assess the influential role of IMC on customer
impulsive buying behavior.
Research Objectives
 To assess the need of an IMC in organizations
 To examine the influential role played by the IMC in consumer buying behavior
 To identify the recommended actions that might be undertaken by organizations for
enhancing the IMC processes
Research Questions
 What are the needs of IMC in an organization?
 How does the IMC influence consumer buying behavior?

3MARKETING COMMUNICATION AND CONSUMER BEHAVIOR
 What are the recommended actions that might be undertaken by the organization for
enhancing the IMC process?
Research hypothesis
HP- IMC has a positive impact on the impulsive consumer behavior
HO- IMC has a negative impact on the impulsive consumer behavior
2. Significance of the proposed research
The research will be contributing to the identification of the impulsive buying behavior of
the customers and the manner in which the organizations utilize the IMC in order to influence
consumer decision making in this context. IMC works as a efficient tool for the organizational
efforts of marketing the products and services as per the choice of the customers. The proposed
research will be assessing the different vulnerabilities of the customers due to the major
differences in the perceived and actual products and services offered by the organizations
through IMC.
3. Literature Review
Keller (2016) stated in a research that the IMC initiatives that are undertaken by the
organizations helps the same in influencing the impulsive customer behavior. Yi and Gong
(2013) added that in the research that the growth of digital technologies has supported the
organizational concerns of influencing the impulsive buying behavior through discounts, offers
and flash sales. Therefore, from the past researches it is found that the integrated marketing
communication initiatives that are undertaken by the organizations have helped the same in