Impact of Imc on Consumer Buying Behaviour
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International Journal of Marketing Studies
Vol. 4, No. 2; April 2012
Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process
Camelia Mihart (Kailani) Academy of Economic Studies Piata Romana No.6, Bucharest, Romania Tel: 40-731-338-803 Received: February 10, 2012 doi:10.5539/ijms.v4n2p121 Abstract Integrated marketing communication (IMC) is one of the most controversial areas of research, the concept marking a constant progress from the simple coordinating of promotional tools to a complex strategic process. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer behaviour. Therefore, is of interest, the relatively recent approach found in the literature, according to which IMC works specifically through all the four classic elements of the marketing mix: product, price, placement and marketing communications. In this context, this paper intends to clarify some aspects regarding the effects of IMC on the consumer behaviour, materialized in the consumer decision- making process. Keywords: Integrated marketing communication, Consumer behaviour, Consumer decision-making process, Influence, Model 1. Introduction In a competitive economic system, survival and development of the companies involve the existence of accurate and detailed information about consumers, so the concept of modern marketing highlights the need for having detailed and founded information about the consumer needs, motivation, attitude and actions. In the contemporary era is almost universally accepted idea that the main purpose of marketing is not finding and persuading people to buy what a company produces, but satisfying the consumer, which is the essence of consumer orientation. Developing effective ways by which consumers’ needs could be satisfied is one of the main
International Journal of Marketing Studies
Vol. 4, No. 2; April 2012
Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process
Camelia Mihart (Kailani) Academy of Economic Studies Piata Romana No.6, Bucharest, Romania Tel: 40-731-338-803 Received: February 10, 2012 doi:10.5539/ijms.v4n2p121 Abstract Integrated marketing communication (IMC) is one of the most controversial areas of research, the concept marking a constant progress from the simple coordinating of promotional tools to a complex strategic process. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer behaviour. Therefore, is of interest, the relatively recent approach found in the literature, according to which IMC works specifically through all the four classic elements of the marketing mix: product, price, placement and marketing communications. In this context, this paper intends to clarify some aspects regarding the effects of IMC on the consumer behaviour, materialized in the consumer decision- making process. Keywords: Integrated marketing communication, Consumer behaviour, Consumer decision-making process, Influence, Model 1. Introduction In a competitive economic system, survival and development of the companies involve the existence of accurate and detailed information about consumers, so the concept of modern marketing highlights the need for having detailed and founded information about the consumer needs, motivation, attitude and actions. In the contemporary era is almost universally accepted idea that the main purpose of marketing is not finding and persuading people to buy what a company produces, but satisfying the consumer, which is the essence of consumer orientation. Developing effective ways by which consumers’ needs could be satisfied is one of the main
References: Spotts, H. E., David R. L., & Mary L.J. (1998). Marketing Déjà Vu: The Discovery of Integrated Marketing Communications. Journal of Marketing Education, 20. 210-219. http://dx.doi.org/10.1177/027347539802000304 Block A INTEGRATED MARKETING COMMUNICATION