The Impact of Integrated Marketing Communication on Consumers

This report examines the effect of Integrated Marketing Communication (IMC) on consumer buying behavior and the decision-making process. It begins with an executive summary and table of contents, followed by an abstract highlighting the significance of IMC in modern marketing and its impact on consumer decisions. The introduction establishes the problem statement, research aims, and questions, emphasizing the need for detailed consumer data in competitive markets. A literature review explores communication, marketing communication, and the evolution of IMC, including its theoretical growth, strategic matters, and impact measurement. The report then delves into consumer behavior models, including financial, passive, cognitive, and emotional aspects, and their influence on decision-making. The methodology section outlines data collection and analysis methods. The report aims to clarify the characteristics related to effects and impacts of IMC upon behavior of consumers, materialized in decision-making process of consumers.

EFFECT OF INTEGRATED MARKETING COMMUNICATION ON
CONSUMER’S BUYING BEHAVIOR AND DECISION-MAKING PROCESS
Executive summary
Main aim of this study is to provide details upon the impact of IMC on buying behavior
of people thereby analyzing its affect on their decision making process. Integrated
marketing communication currently is one amongst most controversial areas of the
research. This concept is marking a regular progress from modest coordinating of all the
promotional techniques and tools to a very complex as well as strategic process.
Additionally to growth of very modern and updated marketing, where it (IMC) has
become a vital way of attainment the aims and objectives of the firm, there exists a
requirement to recognize opportunities to enhance its effect on buying behavior of
consumers. Thus, it is of major interest, the comparatively recent tactic found in
literature, as per which integrated marketing communication works precisely via all four
classic facets of marketing mix i.e price, placement, product, and also marketing
communications or promotions. Under this framework, this study proposes to clarify few
characteristics related to effects and impacts of IMC upon behavior of consumers,
materialized in decision-making process of consumers.

TABLE OF CONTENT
PARTICULARS REMARKS
Abstract
1. Introduction
1.1 Problem Statement
1.2 Research aims and research
question
2. Literature review
2.1 Several elements of consumer
behavior: Influence on decision-making
process of consumers
2.2 Research model and affect of IMC
on decision-making process of
consumers
2.3 Part A- IMC
2.4 Part B- Consumer behavior
2.5 Part C- decision-making process of
consumer
2.6- Part A Part B
2.7- Part B Part C

2.8 Part C Part A
3. Methodology
3.1 Data collection
3.2 Data analysis
4. Findings and analysis
5. Discussion
6.Conslusion
ABSTRACT:

Integrated marketing communication currently is one amongst most controversial areas of
the research. This concept is marking a regular progress from modest coordinating of all
the promotional techniques and tools to a very complex as well as strategic process.
Additionally to growth of very modern and updated marketing, where it (IMC) has
become a vital way of attainment the aims and objectives of the firm, there exists a
requirement to recognize opportunities to enhance its effect on buying behavior of
consumers (Schultz & Schultz, 1998). Thus, it is of major interest, the comparatively
recent tactic found in literature, as per which integrated marketing communication works
precisely via all four classic facets of marketing mix i.e. price, placement, product, and
also marketing communications or promotions. Under this framework, this study
proposes to clarify few characteristics related to effects and impacts of IMC upon
behavior of consumers, materialized in decision-making process of consumers.
Keywords: Consumer decision making, consumer behavior, integrated marketing
communication, Model, Influence.
1. Introduction:
In the current economic system, which is very competitive, development and survival of
firms demand the occurrence of accurate, exact and very detailed data and information
regarding the buyers, thus, the idea of modern marketing emphasizes the necessity for
having a detailed and established information regarding needs and wants of consumers,
their attitude, motivation as well as actions. In the modern phase it is mostly accepted
concept that the major aim od marketing is not merely finding or influencing people to
purchase what a firm offers, rather it is all about satisfying the buyers, considering it the
main essence of buyer orientation (Reid, Luxton & Mavondo, 2005). Building up and
maintaining efficient ways through which need of consumers could be fulfilled is one
amongst several major purposes of integrated marketing communication (Gasovic, 2011).
Recognizing the paths for communication, which would affect buyer’s behavior, is a very
vital activity of marketing communication, the final goal being development of
understandable marketing messages that would reach the target segment via the most
suitable mix of channels. Implementing the tactic according to integrated marketing
communication is not a part and parcel of marketing mix, however is a holistic idea using

the major marketing mix tools to build and later strengthen the relation with buyers and
to deliver a unified message, the study’s main objective is to clarify few facets of IMC
that affects the behavior of consumers, that is majorly reflected in decision process of
buyers (Rockwood, Taylor & Shaw, 1970).
1.1 Problem Statement-
Progressive technology as well as developed communication has stimulated the extension
of IT development and has even stimulated the occurrence of up-to-date plus innovative
channels of communication that presently have exaggerated the options available to firms
for contriving their relations with their investors or stakeholders. There have been several
studies about IMC and its elements affecting the firms. Limited studies have been
undertaken to understand the change that can be seen in consumer’s buying behavior and
their decision making process after implication of IMC by the firms. Thus, the current
study aims to emphasize on IMC practices made by firms and its affect seen upon buyer’s
behavior and their decision-making procedure. Any review of literature has not yet
revealed the deep research that evaluates and analyses the affect of all the mix of
marketing communication tools on every single step of the decision-making procedure of
consumers. Psychological processes that influences consumer behavior can also be
affected as well as altered through several ways, because of the consequences that IMC
has on buyers (Bagozzi, 1998).
1.2 Research aims and research question- The main aim of this research is to establish
a relation amid integrated marketing communication and consumer decision making
process thereby finding the affect of IMC on buyer’s behavior towards goods and
services.
a) Is IMC beneficial for firms?
b) Does IMC affect consumer behavior?
c) Does IMC have an impact upon buyer’s purchase decision process?
d) To find several elements of consumer behavior

e) To develop a model that would show the relation amid IMC, consumer’s buying
behavior and consumer’s decision-making process.
2.Literature Review
Communication is one amongst several vital representatives of human activities and the
base for great social interactions. It is defined as exchange of concepts, feelings and also
information. In current time, the phenomenon has grown rapidly and vast changes have
been noticed because of the enhancing need of communication in all the phases and also
technological performance (Wong, 1998).
Communication demands conversion of the real idea into images and symbols, which can
later be transmitted as a message to people or firms. Firms communicate the transformed
message as the concept through a set of images and symbols, which is further received by
the receiver, who later decodes all these symbols, with an aim to understand these
original messages. Proper decoding can only take place if partakers in process of
communication share a general experience, through at least a mutual language (Finne &
Grönroos, 2009).
Effectiveness in communication is recognized both through understanding message and
then also getting needed reaction from receiver’s side, as a response to sent message.
Marketing communication came into existence in the last decades of 20th century, as a
consequence of marketing’s exceptional development in that phase. Though, so far, there
has not been any agreement of expert’s opinion about the content of the concept,
consensus on role as well as importance of marketing communications can still be
discussed (Mihart, 2012).
In the international being characterized by very high vitality and aggressive competition,
firms struggle to find most proficient way to attain success and to utter words that are
understandable to customers and that can supply benefits through enhancing buyer’s
consumption and use of goods and services provided by them. As a result,

communications in marketing have nowadays become a basic element of marketing
(Ratnatunga & Ewing, 2005). Marketing communication is now being considered as a
vital part of a firm’s vision and a very essential element of firm’s success. Its significance
has enhanced drastically in past times, bearing in mind that both marketing and
communications cannot be separated from each other and that all the firms have to use
several types of communications to make their products and services appealing and to
efficiently meet the profit or even the not-for-profit goals (Hansen, 2005).
In a nutshell all the prevailing literature concerns might be outlined into some major areas
that are divided in two eras:, 2001 till date
a) 1990-2000- First phase is categorized by the research as well as analysis on:
 Explanation of few elements of definition for IMC. Like the theoretical
growth and understanding of the concept of IMC
 Recognition of strategic matters as well as solutions of IMC ideas more
through the perspective of business process and not through that of a mere
mix of all the tools for marketing communication
 Evaluate interdependence of IMC and the concept of relational marketing,
via business’ social nature and also marketing in specific as well as
highlighting the major function of the marketing communication for
upholding profitable relations with buyers and all other stakeholders
 Analyze and measure the impact of IMC
b) In 2nd phase, the research focuses upon:
 Conceptual facets of integrated marketing communication, as a theoretical
base, goals and aims, involving contrast views as well as barriers in the
implementation of the same.
 Effectiveness as well as measurement of IMC programs
 Both organizational as well as managerial issues
 Relation of IMC with the other interior issues of marketing like corporate
communications, brand identity, relationship marketing and brand equity
(Jaakkola, 2007).

Any program of IMC has to be be structured in several strands, manipulating all other
processes of behavior of consumers like attitude, learning, motivation and also
perception, and not merely focusing on the concrete behavior. Literature review discloses
some properly structured models of buyer’s behavior, most vital of them having major
axis of the process buying decision, outlined for the very first time by Engel, Blackwell
and Kolat in the year 1978. The process involves essentially five major stages:
a) Need recognition,
b) Search for information
c) Evaluation of all the available options.
d) Selection of the product
e) Result
The following improvements plus alterations of model by Schiffman and Kanuk, in the
year 2009 modified the early structure, involving few possible alternatives in 4th stage,
and then a reshaping of 5th step, and making it a post-purchase analysis (Sephapo &
Cant, 2016).
2.1 Several elements of consumer behavior: Influence on decision-making process of
consumers
As per Schiffman & Kanuk in the year 2009, there are four major models of consumers
that were recognized, on the basis of common view about how plus why an entity
(person) behaves in a particular way. Financial aspect presents the buyers who take just
rational decisions, which is a traditional format of decision-making including the
financial information in the process of search. Several researchers in the field of
consumer behavior later criticized it, as no one (no buyer) can avail all data and
information needed to take by “faultless” decision. Thus it was seen that rational
procedure doesn’t precisely portray several facets involved purchase decision of an
individual (Gangai & Agrawal, 2016).

Contrary to this rational, financial view was seen as a passive view, that emphasized on
the fact that buyers are objects in the process of marketing management, who are not
actually capable of playing an independent role within the process of decision making for
purchase. Cognitive aspect has been seen closer to the original behavior of a consumer,
portraying the buyer as a interested and vigorous person, who is actively involved in the
process of information search and tries to take a pleasing decisions (Naik & Raman,
2003).
Even if it cannot totally clarify the entire process of consumer behavior, emotional aspect
emphasizes on the function and role of emotions as well as feelings in specific purchases.
It shows that at times buyers are impulsive; they buy goods without longer analysis as
they get emotionally driven. In such cases it is obvious that a classic model, which can
just explain buying decision procedure, needs to mix some particular elements having all
four views, with an aim to involve the diversity of reasons that helps in making a explicit
decision (Kotler & Keller, 2006).
Attempting to understand consumer’s thinking, it is vital to consider the fact that not each
time when people make a decision, he/she completes the entire steps that theoretically
acknowledged within the so-called decision-making procedure of consumers. The effort,
attention and time, a person allocates to his/her decision-making procedure majorly
depends on significance of the problem that he/she aims to solve after the purchase.
Buyer’s buying behavior might be seen from three other viewpoints-
a) Decision making
b) Experiential
c) Behavioral influence
Aspect of decision-making refers that purchase behavior outcomes when the buyer gets
involved in a task of solving a problem, in which they move from one stage to other
(Mowen, 1988).

Decisions concerning extended issues or problems solving approaches match closely with
the decision-making aspect. At this phase, buyer carries no recognized criteria fro
analyzing a category of goods or particular brands and requires a vast amount of data and
information to ascertain a set of criteria upon which they judge a particular brand and
match the collected information with those brands. In few cases it can even be recognized
as the experiential aspect, as even buyers are greatly involved in the decision making
process, they cannot ever describe their choices properly through mere rational aspect, in
such case. Experiential aspect on the other hand argues that in few cases buyers make
purchases with an aim to develop feeling, create experiences and grow emotions rather
than just to solve a problem (Davis, 1985).
People even take decisions under situations of lower involvement; ecological cues,
described as the behavioral influence aspect, influence the decision. Behavioral influence
perspective emphasizes on the fact that in other cases buyers act in retort to ecological
characteristics.
Extensive problem-solving approach demands a specific quantity of search for
information and requires a discussion time, though the time varies as per the range to
which buyers get involved in the actions. Dissimilar to the two above-mentioned
approaches, the aspect of routinized decision-making gets completed with least effort as
well as without any conscious management and control, on the basis of the automaticity
(Bagozzi, 1998).
2.2 Research model and affect of IMC on decision-making process of consumers
Preparing model to research the influence of IMC on consumer behavior is significant for
accelerating meaningful comparisons amid different firms. To build up a proper research
model, one needs to test many variables, with an aim to match components of the model
to all its operational relations with other theoretical principles accepted as the one
describing IMC.
2.3 Part A- IMC

IMC refers to all the ways through which communication is made using all the major
elements of marketing mix named as price, place, promotion and product. For instance,
any good designed with an aim to meet demands and needs of target segment, is launched
into the market at a specific price via a suitable channel for distribution and with the use
of good mixes of marketing communication tools that are arranged in a way, aimed
towards the features of target market. Tools that support and unify all the major IMC
actions are named as strategies of integrated communication. IMC strategies can be well
seen in the process of positioning the product on the basis of firm’s main aim and goal.
Any IMC plan focuses on selection of particular elements, and considers their correlation
with an aim of cost optimization (Laurie & Mortimer, 2011).
2.4 Part B – Consumer behavior
It encompasses of 5 major dimensions based on which experts actually define this entire
process. The basic procedure of consumer behavior is even utilized by experts in real
marketing, via definition of all the functional exogenous as well as endogenous variables,
thought to be suitable ones (Schultz & Patti, 2009). Five basic processes hat are
considered while designing as well as implementation of several behavioral studies are:
a) Perception
b) Information or learning
c) Attitude
d) Motivation
e) The real behavior
2.5 Part C- decision-making process of consumer
Buyer’s/consumer’s decision-making process involves many steps via which a buyer
passes while taking a decision of purchase. These steps are:
a) Recognition of need
b) Search for information
c) Evaluation of the available options
d) Purchase decision

e) Post-purchase evaluation
Obviously, these steps of purchase decision are different with different product, target
segment. Operational relationship of the model gets separated into three major categories:
a) Main operational relation- shown in model through arrows that are horizontal
blocks, and they define graphically all the essential relationship amid blocks;
b) Then comes the secondary relationship which is demonstrated through lines, that
define the structural linkage amid elements of same block or even of dissimilar
blocks;
c) Last is the feedback line that depicts the affect of the post-purchase evaluation on
consumer behavior regarding another similar purchase? (Schultz & Patti, 2009)
2.6 Part A Part B
IMC (part A) affects the process of consumer behavior, on the basis of the market
research and segmentation made in the market, that gets proliferated by each element of
marketing mix like promotion, product, place and price, exploring all its communication
ability and then gets depicted in strategies of integrated communication and also within
the communication plan.
There exist several methods through which characteristics and traits of goods influences
perception of consumers. Studies show that buyer’s perception regarding goods and
services gets affected merely by its physical traits and in few cases, it even gets
influenced by the marketing based traits of the product like brand image, brand equity
and brand differentiation. Price seems to be yet another element of IMC that has a direct
affect on people’s perception regarding a product or service. There exist several proofs
that specify that, for many goods consumers actually judge the quality of the product on
basis of its price. Perception of buyers has also been linked to distribution, comprising of
the type of distribution (indirect or direct; exclusive, intensive or even selective) plus the
characteristics of the store, like design, services, location, varieties of product, and also
personnel behavior. Method for distribution though remains consistent with the brand
image as well as price (Schultz & Patti, 2009).

Building or altering people’s attitude is one amongst several major aims of implementing
IMC. Being totally affected price, place, product and promotions it might even come as
an outcome of direct experience, which a person can have with the product’s attribute.
2.7 Part B Part C
The procedure, which defines consumer behavior are affected in several parts and
combinations by the mix of components of marketing communication belonging to Part
A, and also by several functional tools. Part B has the major consequence, which imitates
the differentiated as well as specific influence of all the behavioral processes upon steps
under the decision-making procedure of buyers (Burman, 1978).
Foremost step of decision-making procedure is defined in this literature as being the step
of recognition of a problem. It has been seen as a consequence of difference analyzed by
a person amid the anticipated state and the real product (Schultz & Patti, 2009).
Second step consists of tasks done to gather information regarding the product, which is
entirely based upon the learning process, because of which buyer has to gather previous
experience and knowledge regarding the goods or services (Laurie & Mortimer, 2011).
At the third stage where evaluation of all available options takes place, the process gets,
closely connected to process of learning, attitudes and also motivation. To make an
effective choice, evaluation of the good usually focuses upon the range to which the
product will make buyer feel satisfied and happy. Consequently, the selection is affected
frequently by the practical characteristics like product traits and price. Decision step is
the result of earlier four steps and affects buyer’s actual behavior. The process of
decision-making gets accomplished with the last evaluation made after the purchase
(Schultz & Patti, 2009).

2.8 Part C Part A
The relation maid decision-making procedure and integrated marketing communication is
actually materialized in the step of feedback. On the basis of consumer research, all
components of IMC could get reviewed and upgraded; considering the major elements
that come from the feedback given by the buyer’s (Schultz & Patti, 2009).
3.Methodology-
3.1 Data collection- study uses several secondary data sources like published articles,
journals and websites to bring out the desired results.
3.2 Data analysis- The collected data was analyzed using several steps
a) Determining the research question
b) Locating the collected data
c) Evaluation of the relevance of the data and finding its originality and purpose
d) Establishments of credentials to assess the credibility of the collected data.
e) Analyzing the collected data.
4.Findings and analysis
The studies about IMC and affect of integrated, marketing communication on the
decision making process of consumers is a vitally complex activity overall. It demands
very detailed analysis of relation and tools as well as instruments via which the affect
takes place. To examine and analyze the relationship amid between components of
integrated marketing communication and processes that are followed in the procedure of
consumer behavior is essential to authenticate a model build for the same purpose, that
can be attained using all the findings and conclusion driven through a good qualitative
research mixed with the quantitative study.

5. Discussion
a) Part A Part B- Building or altering people’s attitude is one amongst several major
aims of implementing IMC. Being totally affected price, place, product and promotions it
might even come as an outcome of direct experience, which a person can have with the
product’s attribute.
b) Part B Part C- selection made by any buyer is affected frequently by the practical
characteristics like product traits and price. Decision step is the result of earlier four steps
and affects buyer’s actual behavior.
c) Part C Part A- Feedback is the major part of any implementation and it is the case
with IMC. Proper feedback by buyers would let the firms know their customers better
6.Conslusion:
This study here though analyses the affect of integrated marketing communication upon
recognition of need, search for information, evaluation of options available, decision
making and also evaluation after purchase, yet the study offers a great possibility for
analysis and adoption of other decision making tools for strategic marketing on the basis
of proper understanding of people’s judgment as well as actions.
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