ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 11, Number 1, January 2013


Impact of Integrated Marketing Communication on Consumers Purchase Decisions
Ulita Umbreen - Indus University, Karachi, Pakistan
Dr. Tahir Ali - University of Karachi, Karachi, Pakistan


Abstract

The integrated marketing communication (IMC) is one of the important communication trend adopted by advertising and business organizations during last decade. This research is conducted to find out the impact of IMC practices on consumers’ purchase decisions in Pakistan. In this age of globalization, with the spread of advanced and updated technologies and increase in well-informed customers, it has become essential for the business market to be more efficient to make powerful impact on the target audience and market. In Pakistan, the business market has started progressing towards an integrated approach to achieving efficiency by synergy and this concept has become one of the most significant examples of development in the marketing discipline. This research highlights the importance of IMC activities with respect to influencing consumers’ purchase decisions. Through consumers feedback the research successfully found consumers preferences for IMC tools, activities, demographic profiles and buying behavior. The descriptive research design is adopted and interviews and questionnaires are used for data collection. Finally, the research concludes that consumers are becoming demanding as their demographic profiles and buying behavior are influenced by IMC activities which contribute in consumers&aquot; final purchase decisions.

Keywords: Integrated marketing communications, consumer behavior, consumers purchase decisions, marketing communication tools and advanced technology, marketing mix


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