Impact of Integrated Marketing Communication on Consumer Impulsive Buying Behaviour

Research and study skills
(Assessing the impact of integrated marketing
communication on consumer impulsive buying
behaviour)
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Contents
Research Justification......................................................................................................................3
Background of the research.........................................................................................................3
Research aim and objectives........................................................................................................4
Literature Review............................................................................................................................5
Methodology....................................................................................................................................7
Research Timeline...........................................................................................................................9
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................11
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Introduction
Integrated marketing communication refers to the process of transferring a unified
information across a different channel to increase customer base. Integrated marketing
communication is important for an organisation because it helps them in improving their brand
image and goodwill in marketplace. There are different activities that will be needed in
completing research proposal (Ahn and Kwon, 2020). These are introduction, literature review,
methodology, Gantt chart etc. All these are important in completion of full study in systematic
manner. main purpose of this study is to determining the effectiveness of integrated marketing
communication in changing of customer’s behaviour towards the brand.
Research Justification
Background of the research
Integrated marketing communication introduces to the effective concept under which an
organisation carefully integrate as well as coordinates its different communication channels, with
aim to delivering clear information to the customers. There are different examples of integrated
marketing communication that will be essential for company in attracting larger customer base.
These are public relation, direct marketing, social media etc. For this study, H&M is a chosen
multinational clothing brand that is well-known or specialise in selling of clothing for teenagers,
men, children and women. H&M is a well-known brand because of its quality products or
services. in Covid 19 situation, company faced certain issues regarding their sales and lack of
customer engagement or attraction. This situation had negative impact on business performance
of H&M by reducing their sales ratio (Cheah and et. al., 2020). In order to overcome this issue,
current study will be concluded in systematic manner. there are different benefits of using
integrated marketing communication such as cost effective, change the customer’s buying
behaviour, improve brand image, increased morals etc. These are major advantages that will be
beneficial for H&M in improvement of its growth and success after Covid 19. Thus, integrated
marketing communication is important and essential part for H&M in improvement of its growth
and also accomplishment of competitive advantages.
Main rationale behind selecting this topic or research is to determining the issues faced by
company during Covid 19. This is a biggest reason behind conducting present investigation.
Along with this, current investigation helps an individual, organisations and industries by
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providing accurate information about the significance of integrated marketing communication in
changing customer behaviour towards the brand. This research helps at personal as well as
professional ground. At personal level, present study assist investigator by improving their
research skills that are literature review, time management, presentation etc. With the help of
these skills, researcher can easily conduct full investigation in successful manner. depending on
professional level, current investigation helps students by increasing their understanding about
the integrated marketing communication and its effectiveness in impulsive buying behaviour of
consumer. Therefore, current study has biggest importance for all members i.e. industry,
organisation and an individual.
Research aim and objectives
Research aim: "To identify the impact of integrated marketing communication over impulsive
buying behaviour of consumer". A study on H&M
Research objectives:
 To develop basic understanding regarding the integrated marketing communication and
consumer's impulsive buying behaviour.
 To explore ways for changing the impulsive buying behaviour of consumers towards the
H&M.
 To examine the relationship between integrated marketing communication and impulsive
buying behaviour of consumer.
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