BUSINESS RESEARCH METHODS

RESEARCH PROPOSAL

Impact of Integrated Market Communication on

Consumer Buying Behavior

Group Members: Instructor:

Amir Munir, Qasim Rasheed, Mr. Naveed Ahmad

Arslan talib, Usama Tariq,

Abdul Sattar

Content

Introduction

Purpose of the study

Objectives

Significance

Literature Review

Hypothesis

Theoretical framework

Population and Sampling

Data Collection Method and Instruments

Data Analysis

Reference

Bibliography

Introduction

These days globalization has given a new life to almost each and every aspect of life. Distanceshave been shorten and everything have gone a new being courtesy to this globalization. As far asthe term of marketing is been concerned it has also got a new life due to globalization. Now it’snot the time when there are only 2 or 3 brands in the market and consumer has to purchase itwillingly or unwillingly. Its 21 century the age of civilization and globalization and everyindividual is well aware about every products features, positive aspects and likewise things. It hasmade the competition even more tough. Now if a consumer is willing to buy a new product hecan get some help from the online circuit of internet. He can ask other online consumersregarding his willing product and can make a decision according to it.

Now the marketers are always at their toes in edict to outdo one another. Now a consumer buys aproduct after analyzing its whole features that how it looks, what about its quality and durabilityand what kind of packaging its having. These things have made this field such an intense one. Asthis research is on the topic of impact of IMC on consumer buying behavior so first of all weneed to understand that what is IMC and how it can attract a customer to a particular product andthen to become him a loyal customer. IMC is the combination of all those elements which helpsin promoting our brand as well as to let the others know about our commodity. The researchershave done a lot of researchers on this topic and to see the impact of IMC on consumer’s buyingbehaviors. And that’s what exactly this study will contain that how this effects the consumerbuying behavior.

Purpose of the study

The basic purpose of this study is to provide some latest insights that how

Integrated marketing Communication is affecting the buying behavior of

consumers. This study will highlights that how IMC is effecting the buying

behavior of consumer.

Objectives

The main objective is to enhance the understanding of IMC and to have better insight

in this immeasurable field.

To check the relationship of IMC with the consumer’s buying behavior.

Significance

First of all we must know that the competition of marketing is getting tougher

and tougher day by day. In this world of globalization where distances has

been shorten and this world has become a global village it’s very important

that you are always at your toes and itching to surpass your competitors

otherwise the time will come soon when you have to leave the industry. This

research wills that how to tackle your consumer’s buying behavior. It also

tells us how to make consumers your hardcore customers.

The second thing is that how it adds to the scholarly research. As this research

will provide a complete insight that how IMC is affecting the consumer’s

buying behavior so it would be easy for the marketers to understand that what

sort of expectations the consumers are having from a brand and what sort of

color combination can attract their attention towards a brand. Then it will also

help the policy makers and economists as well.

Literature Review

This context explain that the paper focus to clarify some aspects regarding the effects of IMC

on the consumer behavior, which helps in the consumer decision- making process. Integrated

marketing communication (IMC) is one of the widest areas of research. IMC identify

opportunities to increase its impact on consumer buying behavior.An IMC program must be

structured in multiple strands, influencing all the processes of consumer behavior

(perception, learning, attitude, motivation), not only the actual behavior. IMC is not part of

the marketing mix, but a holistic concept using marketing mix elements to create and

strengthen relationships.(Mihart, 2012)

Communication, one of the most representatives of human activities.With evolution of

modern marketing, IMC is very important for achievement the objectives of a

company.(Nagra, Kumari, Gopal, & Manjrekar, 2012)

Event marketing emerge new trends in IMC. Event market support corporate objectives

like sales, brand awareness, and image enhancement. Main challenge of Event

marketing is to provide value to the community for reinforce relationships with

consumers and other business organizations. (SNEATH, FINNEY, & CLOSE, 2005)

Literature Review

The aim of the study is to understand the social process of customers buying behavior and the

role of marketing is explained that lead to the buying decision process. There is a need to

understand a contemporary social process a qualitative research method combined with a

case study is chosen as the methodology. In that three focus groups have been conducted. The

marketing is negatively perceived while the participants of focus groups are impacted by it.

Our main purpose is to change that perception.(Niazi, Siddiqui, Shah, & Hunjra, 2012)

The objectives of the study is to provide the methods to the practitioners regarding the

integrated marketing communication (IMC) so that they can enhance the effectiveness of the

marketing communications with their customers. The design of study let the practitioners to

know about opportunities related to the smaller brands as well as larger brands for better

marketing communications.(McGrath, 2011)

According to this paper technology gives people the power of investigation and equal

measurement. Social media have shown great impact on consumers and change the people

behavior.(Ioanăs & Stoica, 2014)

Literature Review

According to this paper it is very important for marketers to know consumers behavior for

the analysis of the market opportunities. Marketing communication has played an important

role for selecting a product or service.(Hun & Yazdanifard, 2014)

According to this paper it is very important for marketers to use IMC for their customer’s

retention and satisfaction. Recent change in profit of a company or organization is due to

IMC because it is primary strategy for achievement of goals.(Yeboah & Atakora, 2013)

This paper focuses on different factors of marketing communication impact on different

consumers. It is necessary to develop an optimal marketing communication plan choose

among different communication channels.(Jerman & Završnik, 2013)

In this study we can determine the impact of different marketing communication factors on

consumer buying behavior, we can analyze the influence of social, cultural, personal, and

psychological factors, on consumer buying behavior. The basic purpose of marketing

communication to interact with consumer characteristic (demographic, Psychographic,

behavioral). (Correard & Amrani, 2011)

Hypothesis

H0=There is no relationship between IMC and

consumer buying behavior

H1=There is a relationship between IMC and

consumer buying behavior

Theoretical Framework

Methodology

Population and Sampling

Population would be approximately 500 people from all over the Lahore city.

Data Collection Method

Data will be collected and structured questionnaires will be used. All the questions will be

close ended and to the point questions. The questionnaire will not be of more than 15

questions so that the respondents could have easily given their 4 to 5 minutes for the

response to the instrument and this will help in order to get exact data because as much

short and simple data is collected it will always be better and easy to evaluate than long

and complex data.

Quantitative:

Data Analysis

There is no other good option than SPSS for this purpose. The study would be

analyzed through SPSS and will apply different tests from there e.g. histogram,

frequency distribution table, Regression, Correlation, and T-Test. As a result of using

all these techniques the study will be verified.

Limitations

As data is collected from only one city so it doesn’t provide the best insights as there

would be some difference between the people of Lahore and people of other cities

around it.

This research has data of only quantitative aspects and no qualitative research have

been done on it which could be a possible weakness.

References

Correard, S., & Amrani, H. E. (2011, june 1). The impact of marketing on customer’s behaviour.Dissertation in Marketing, 15 higher education credits (ECTS).

Hun, T. K., & Yazdanifard, R. (2014, April). The Impact of Proper Marketing Communication Channels onConsumer’s Behavior and Segmentation Consumers. Asian Journal of Business and Management, 2(2).

Ioanăs, E., & Stoica, I. (2014). Social Media and its Impact on Consumers Behavior. International Journalof Economic Practices and Theories, 4(2).

Jerman, D., & Završnik, B. (2013). CAN MARKETING COMMUNICATIONS AFFECT CONSUMERBEHAVIOR? ECONOMICS MANAGEMENT INFORMATION TECHNOLOGY, 1(4).

McGrath, J. M. (2011, November). An Experimental Approach to Testing IMC Effects on ConsumerAttitudes, Behavioral Intentions and Recall. Journal of Applied Marketing Theory, 2(2), 25-44.

Mihart, C. (2012, April). Impact of Integrated Marketing Communication on Consumer Behaviour: Effectson Consumer Decision – Making Process. International Journal of Marketing Studies, 4(2).doi::10.5539/ijms.v4n2p121

Nagra, G. K., Kumari, S., Gopal, R., & Manjrekar, P. (2012, july-september). IMPACT OF INTEGRATEDMARKETING COMMUNICATION ON DIFFERENT CUSTOMER SEGMENTS - EFFECTS ONCONSUMER DECISION MAKING PROCESS. International Journal of Applied Services MarketingPerspectives, 1(1).

Niazi, G. K., Siddiqui, J., Shah, B. A., & Hunjra, A. I. (2012, august 16). Effective advertising and itsinfluence on consumer buying behavior. Information Management and Business Review, 4(3), 114-119.

SNEATH, J. Z., FINNEY, R. Z., & CLOSE, A. G. (2005, December). An IMC Approach to EventMarketing:The Effects of Sponsorship and Experience on Customer Attitudes. JOURBRL OFADVERTISING RESEARCH. doi:10.1017/S0021849905050440

Yeboah, D. A., & Atakora, A. (2013). Integrated Marketing Communication: How Can It InfluenceCustomer Satisfaction? European Journal of Business and Management, 5(2).