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' final purchase decisions.
Ulita Umbreen, Dr. Tahir Ali. (2013) Impact of Integrated Marketing Communication on Consumers Purchase Decisions, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-11, Issue-1.
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