Assessing IMC's Impact on Consumer Behavior: A Tesco Analysis

This project is a comprehensive analysis of Integrated Marketing Communication (IMC) and its impact on consumer behavior, specifically focusing on the retail giant Tesco. The research explores the concept of IMC, its significance in enhancing customer purchasing power, and the challenges companies face when implementing various IMC channels. The study employs a qualitative research methodology, supported by literature review, and data analysis using thematic analysis, including graphs, charts, and interpretations. The project aims to assess how IMC influences impulse buying behavior among Tesco's customers. It examines Tesco's marketing strategies and promotional tools to understand their effectiveness. The project also provides recommendations for how Tesco can optimize its marketing efforts to attract customers and sustain its brand image. The structure includes an introduction outlining the aim, objectives, and research questions, followed by a literature review, research methodology, data analysis, and conclusion with recommendations.

GLOBAL MANAGERIAL
PROJECT

Acknowledgement
I would like to acknowledge all the people who played essential role in my academic
achievement. Firstly, I would like to thank my parents who have provided an effective support
with their love and proper understanding. Without them I would have never reached to my
current position and level of success. Further I would like to thank my committee members who
have provided good and effective advice and guidance through whole of research.

EXECUTIVE SUMMARY
The integrated marketing communication is the process which company uses in order to integrate
the communication channels effectively in attracting and marketing the product and services.
The major reason for this is that the use of IMC will assist company in effectively attracts the
consumer to come for purchasing the product and services of company. The current dissertation
will assist the reader in evaluating the concept of IMC and the importance of IMC in enhancing
the purchasing power of consumers. The literature review section of the study includes the
analysis of the various published sources and other secondary source relating to research topic.
Further with assistance of the research methodology section it was found that the use of
qualitative research is assistive in managing the research in proper and effective manner. Thus,
this qualitative research will be helpful in developing in- depth analysis and knowledge of IMC
and its application within the business. Further with help of data analysis by assistance of
thematic analysis that is graphs, charts and interpretation it was helpful in developing better
conclusion and recommendation.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background.......................................................................................................................1
1.2 Aim and objectives...........................................................................................................1
1.3 Rationale...........................................................................................................................2
1.4 Scope................................................................................................................................2
1.5 Structure of dissertation....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 The concept of integrated marketing communication......................................................4
2.3 Significance of integrated marketing communication for encouraging the customers'
purchasing power....................................................................................................................5
2.4 Challenges which company face while implemented different integrated communication
channels..................................................................................................................................8
2.5 Conclusion......................................................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
CHAPTER 4: DATA ANALYSIS................................................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDAITON.....................................................29
Conclusion............................................................................................................................29
Recommendation..................................................................................................................30
REFERENCES..............................................................................................................................32
APPENDIX....................................................................................................................................35
Questionnaire..................................................................................................................................35

list of figures
Figure 1integrated marekting communication...............................................................................18
Figure 2consumer changes thier purchasing behaviour.................................................................19
Figure 3relation between IMC and purchasing pewer of product.................................................20
Figure 4social media and pblic relation as preferred tools of IMC...............................................21
Figure 5goals of IMC.....................................................................................................................22
Figure 6use of activites to attract consumers.................................................................................23
Figure 7 Positive association in IMC and consumer buying behaviour........................................24
Figure 8 IMC as a two- way dialogue with consumers.................................................................25
Figure 9 Challenges faced at time of using IMC...........................................................................26

CHAPTER 1: INTRODUCTION
1.1 Background
In the era of competition, every company wants to stay ahead and for that business uses
every possible strategy. In the same way, marketing is also plays an important role in the success
of company. The strategy of marketing helps to promote the new product and aware customers
about business offerings. Similarly, the present study helps to understand the integrated
marketing communication (IMC) and its uses in company. It is a concept in which a firm
carefully coordinates its many communication channel in order to deliver proper message. Thus,
its aim is to make sure the consistency of message and sustain the brand position in the market.
Thus with the help of IMC company increase the revenue and attract range of customers towards
it. Also, it promotes unified marketing solutions by making efforts visible on multiple platform.
The study is based upon Tesco which operates within retail industry and attract range of
customers toward it by applying range of promotional tools. The company was founded in 1919
and also expanding globally, such that it had over 100 shops across the country with its
operation in 11 other countries. Having such a brand image will clearly reflected that there are
range of promotional tactics used by the company in order to attract the customers. The quoted
firm is deal in groceries, clothes and furniture, also offer the same at reasonable rate to all the
customers. Within the present study, scholar uses the company and reflect the impact of
integrated marketing communication upon buying behavior of customers.
The current research uses both primary and secondary data collection methods in order to
generate valid results and this in turn helps to meet the define aim and objectives. Also, with the
helps of effective research methods, investigator tries to present the study in more effective and
prominent manner which in turn assist to answer the research questions as well.
1.2 Aim and objectives
Aim: “To assess the impact of integrated marketing communication (IMC) on impulse buying
behavior of customers: A study on Tesco”
Objectives:
 To understand the concept of integrated marketing communication
 To examine the significance of IMC to encourage customer's purchasing power.
 To identify the challenges which company face while implemented IMC channels.
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 To suggest the best ways through which company attract customer by using marketing
tools.
Research Questions:
 What do you understand by integrated marketing communication?
 What is the significance of IMC to encourage customer's purchasing power?
 What are the challenges company face while implemented IMC channels?
 What are the different ways through which company attract customer by using marketing
tools.
1.3 Rationale
The reason for selecting this topic is such that in the competitive era, every company
wants to stay ahead in competition and that is why, they uses variety of methods in which
Integrated marketing communication is one of the best strategy. Also, this strategy will assist to
attract range of customers towards it and creates positive impact upon the financial growth of a
firm. That is why, study on this particular topic will help to analyze the importance of IMC
within a firm and examine if any challenges faced while implementing it. Apart from this, to
sustain the brand image in company, it is quite necessary for an organization to develop unique
marketing method that attract range of customers which in turn leads to improve the profitability
level. Hence, to study on the topic will assist company to examine IMC affect the buying
behavior of customers or not.
1.4 Scope
Study on this specific topic assist different scholars to gather information from current
research as in future it will consider as a secondary research and that is why, other investigator
uses the information from both primary and secondary study. Beside this, the research also assist
other companies who operates within retail industry to determine the use of IMC for company
and how it affect the customer buying behavior. Moreover, the study is based upon Tesco so it
examine challenges which in turn affect the operations while implementing IMC and identify the
solution which in turn leads to minimize issues upto some level.
Therefore, the importance of conducting the study on this topic has clearly reflected the
impact of IMC upon customers and if there is a positive impact then range of companies are also
uses this marketing style to grab attention of customers.
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1.5 Structure of dissertation
Chapter 1: Introduction
The first chapter of dissertation which contain overview of the research and further it
also highlights aim, objectives and research questions of the research which have to be
addressed by the researcher through this study. Beside this, investigator also describe the reason
of doing study in this topic, along with present importance of a research.
Chapter 2: Literature review
Second chapter which is consider one of the most important among all because
researcher critically evaluated the topic by undertaking different book, journals and articles. The
research is based upon secondary analysis in which all the resources are collected which are
published latest that helps to answer all questions. In this different themes are prepared on the
basis of objectives that assist to meet the define aim.
Chapter 3: Research Methodology
The chapter describe research types, philosophies, approach, data collection methods and
sampling which assist to answer the research question and investigate the problem in better
manner.
Chapter 4: Data analysis
Next chapter of dissertation that derives results through primary research. In this,
different themes, graphs and tables will be presented that clearly provide outcome. Further, the
findings will be supported through literature review in order to provide valid results.
Chapter 5: Conclusion & Recommendations
Last chapter of dissertation that provide summary of entire results and also determine
whether the aim and objectives of a study are met or not. Further, different strategies with
regards to IMC are also suggested to the company that can be undertaken in near future by
Tesco to sustain the brand image.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature Review (LR) is comprehensive summary of those research which are already
conducted in past related to relevant topic. There are different sources which used in order to
answer the research questions in better manner such that scholarly articles, books, Journals and
Internet sources. Hence, the review should enumerate, describe and evaluate the previous
research. In the same way, current section will provide in-depth research about Integrated
marketing communication and its importance in order to encourage the customer's buying
behavior. For that relevant articles and books are selected which in turn assist to meet the define
aim and synthesis the information from different sources into a summary.
2.2 The concept of integrated marketing communication
Bruhn and Schnebelen (2017) stated in their study that Integrated marketing
communication (IMC) is define as a process of organizing, planning and monitoring the
marketing component in order to control and influence the brand information. Thus, it make sure
that all the relevant communication is deliver to the customer so that they will come to know the
new offers which encourages them to buy. Hence, it involves the coordination and integration of
all marketing tools into a single program which attract customers and offer same at minimal
cost. On the other side, Laurie and Mortimer (2019) argue that there are range of marketing
methods available but company uses the same in accordance with their requirement. So, IMC
main aim is to develop a healthy relationship between company and customers and it tries to
sustain the brand image in market. So, it provides range of marketing options that helps to attract
customers such that social media, mobile, email marketing, website, public relations etc.
So, IMC make proper communication between customers and also assist customer to
think before purchasing. Porcu and et.al., (2019) supported their views and stated that with the
help of IMC, it build bond of loyalty with customers which will further protect them from
competition. Hence this provides a competitive edge which in turn improve the profitability. For
example, Tesco uses advertising as a IMC in which it promote range of product to the customer
and provide different offers which in turn leads to improve the financial position. Therefore, it
clearly reflected that marketing tools plays an important role in the success of a company.
Before many years, Tesco uses “Every Little Helps” strap-line in order to strengthen its core
traditional competitive advantage in the marketplace. But in the era of competition, there is a
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need to replace marketing style with modern form of marketing which in turn leads to improve
the financial position of a company.
Naumovska and Blazeska (2016) share their opinion and stated that IMC requires lot of
efforts in order to implement within a business and it can create competitive advantage, boost
sales and profits along with money saving. Moreover, IMC wraps communication around
customers and also helps them to move through different stages with regards to buying process.
As a result, it nurtures relationship with customers which in turn cause benefits to a firm. On the
other hand, Blakeman (2018) critically evaluated that company uses range of marketing tools
that clearly help to communicate their brand story with customer through online mode. It is so
because consumer spend more time in Internet in order to keep in touch with brand and that is
why, it is essential for every company to determine the range of options for marketing.
Therefore, it is said that with the help of IMC, company is able to create competitive
advantage for companies in order to boost the sales as well as profit. So, different companies
employs IMC tools like advertisement (Integrated Marketing Communication, 2020). Digital
marketing campaigns and sales promotion in order to generate the best results and keep attract
range of customers towards it. In the same way, Tesco now uses social media in which different
blogs are post in Facebook in order to let customer know about new product or offers within
business.
2.3 Significance of integrated marketing communication for encouraging the customers'
purchasing power
Porcu, Del Barrio-Garcia and Kitchen (2017) stated that the marketing integration is
always being beneficial for the business and the importance of it has been increased over the
period of time and it is all related to or about digital. In the today, modern world having infinite
possibilities and approaches for the marketing has resulted into ample opportunities and little
confusion as well. Author further stated that with the increasing modes of channels of marketing
in the today’s world in comparison to earlier times, it causes result into rise in the significance
for integration with the core objective of ensuring that everything is delivered in a clear way and
touched every point. As defined by Chenini and Cherif (2016) integrated marketing
communication requires shift in the culture, the way of handling the things. This is not hard but
requires commitment, determination and confidence for getting better results. With the help of
this integrated approach, all the important and relevant components would be working as one
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unit and together. The information received through the press releases, blogs and other messages
can be bolstered out and can be further followed up with the support of direct marketing which
on the other hand, would be providing support to the communication. This will help in
increasing the efficiency as well. As being consistent in respect to the messages will have a
strong influence and effect over the customers in making purchases. Images once designed can
be reused on the various marketing channels resulting into cost and time saving.
IMC will provide an opportunity to integrate with the customers which can be beneficial
for both brand and loyalty of customers towards the brand. According to Khizar and et.al.,
(2016) accomplishing consistency in communication is continually going to be advantageous for
any business. It assists groups with cooperating, saves time around and exertion, and assists with
smoothing out cycles so everybody works better together. By implementing an integrated model
to deal with promotion and marketing, one can guarantee that groups of all capacity will perform
well together, and that there is less danger of disarray between divisions, offices and people.
IMC has played a crucial role in regard to the effectively communicating the message
pertaining to the brand to the large group of audience. As per the views of Tafesse and Kitchen
(2017) IMC integrates all the components in relation to marketing in order to deliver the similar
message to the existing and other users. Other than grabbing more customers, it is also beneficial
for the customer in developing trust which results into increasing the productivity and revenue as
the entire marketing team will pull together in running the business integrated marketing in an
effective way. IMC supports the business organization in ensuring that everything is linked
across all the channels in respect to delivery of the message. All the marketing tools and
approaches are integrated securely for providing a better and improved level of performance.
With the help of this approach, the business can deliver various variety of messages to one only
one channel but also all the other required channels and the networks connected to the
organization. Through this way, IMC will assist the management in undertaking the plans and
strategies which would result into encouraging the customers for expanding their purchasing
power and loyalty towards the brand.
As per Světlík (2017) IMC can be implemented successfully with the help of IMC
Rabostic Planning Model, which states about the core 6 steps which are required to be followed
for the implementing this approach and accomplishing success. The first step is situational
analysis, under this, a complete research is carried out in respect to the current environment
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within which the marketing communication will fit well. It involves undertaking company
analysis and competitor’s analysis, which help in determining the current position of the
company in regard to its strengths, weaknesses, opportunities and threats. Identifying the key
competitors of the company and their business functioning and processes used by them.
Finne and Grönroos (2017) states that this step also involves carrying out the macro
environmental analysis as well to identify the potential external factors which might have an
influence over the business plan and strategy. After this is audience or in other words, consumer
analysis is done for knowing the current and expected needs and expectations of the consumers
and then segmenting the marketing, targeting the audience and positioning the product in the
mind the consumers. The next step is setting up the budget, which states about the two most
important things which are - how much amount will it take and how much the resources the
company is currently having. There are various basis on which the budget can be prepared like
such as affordability criteria of the organization or the certain percentage of sales, in align with
the goals and objectives or might be on the basis of the company’s competitors marketing
budget.
Damnjanovic, FILIPOVIĆ and JANICIC (2016) states that after preparing the budget,
another important aspect which is required to fulfilled is of determining the objective which
depicts the vision of the company in respect to where it wants to go. It is the aim that the
company is seeking to accomplish it. From the point of view of IMC, it refers to determining the
communications which is expected to be accomplished. The objective needed to be somethings
which can affect the mind or the thinking process of the audience or the customers which
involves creating awareness, changing attitude and so forth. But the objective is needed to be
achievable and should not be unrealistic.
As emphasized by Šķiltere and Bormane (2018) the next step is to formulate the strategy
which will help in effectively and efficiently make use of the marketing tools. The most
common types of strategy are push strategy, which refers to the direct communication to the
member while pull strategy refers to the direct communication to the end user. The strategic
decision are made which represents the direction for all those who are involved in the IMC
campaign. It involves various strategies in relation to market and the customers. Most of the
consumer products are relied upon these strategies as the promotional activities is mainly
directed towards the customer in order to stimulate the demand. This step is considered as an
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