Marketing Communication and Consumer Behaviour

DISSERTATION PROPOSAL
(Literature Review)
“Critically analysis of marketing communication tools and it
impacts on behaviour of its loyal customer base”

TABLE OF CONTENTS
LITERATURE REVIEW................................................................................................................1
Concept and significance of marketing communication tools....................................................1
Impact of marketing communication tools upon the behavior of loyal customer base of Tesco
plc................................................................................................................................................2
Recommendations upon how improving marketing communication can help in customer
behaviour and loyalty..................................................................................................................3
REFERENCES................................................................................................................................5

1
LITERATURE REVIEW
Concept and significance of marketing communication tools
Marketing communication can be stated as the means through which organisation can
directly or indirectly inform, persuade and remind consumers regarding the products or services
sold by firms. As per the view of Jeanpert and et.al (2016), it involves different personal and
non-personal communication channel that can be used for marketing communication. This is a
strategy can be used as a coordinated promotional messages that is delivered through one or
more channels such as print, television, radio and direct mail etc. All these channels helps in
communicating with consumers and thus; provide them detailed knowledge and information
regarding the product or service (Jeanpert and et.al., 2016). Hence, it results into increase sales
and profitability aspects of firm in market. However, Lacey (2015) argued that it is significant
for business to identify different ways through which they can directly or indirectly reach to
ultimate consumers. Advertising upon social media and personal selling is considered as one of
the best ways through which company can promote its product to consumers and also inform
them about various promotional offers introduced in relation to enhance sales and profitability of
company. Personal communication between two or more people in regards to deliver message
can enhance the market share of firm (Lacey, 2015).
Asiah Omar and et.al., (2013) evaluated that business may develop effective products but
in order to promote the same in market, it requires effective marketing team which helps in
branding the goods so that consumers can be attracted towards firm. Marketing communication
is a crucial concept that helps in adopting innovative strategies to attract customers and enhance
sales. Adopting effective marketing communication tools helps in creating a strategic vision
which helps in constantly looking for new ways of growing the company's revenues (Asiah
Omar and et.al., 2013). Strategic vision assists in developing new opportunities and creating
strategies for the company to take advantage of them. However, Oliver (2014) argued that
company is required to build effective marketing tactics so that they can create brand awareness
among potential consumers and thus; promote goods to achieve desired targets. Advertising and
promotion strategies assist in formulating and reaching potential consumers in order to offer
quality products as compared to competitors so that competitive edge can be attained (Oliver,
2014). Thus, in order to become successful it is essential for firm to create brand awareness in
market and thus; provide wide variety of goods and services so that large market share can be