ASSESSING THE IMPACT OF INTEGRATED MARKETING COMMUNICATIONON CONSUMER IMPULSIVE BUYING BEHAVIOR

Abstract

The particular research study sheds light on the "integrated marketing communication" process and its impact on customers' buying behavior. Social factors are also important such as several groups, people, family and others. On the other hand, cultural factors also influence the buying behavior of the customers. After economic and functional aspects, cultural factors are most important because different people follow different types of culture, and according to their culture, they have to purchase some products. Thus, the mentioned process supports the unity of all the communication tools of a company. The companies use different types of communication tools such as advertising, public relations, and others, which follow different strategies. The researcher has adopted several methods and techniques for understanding and analysing the concept of the particular research topic. The researcher has used the positivism research philosophy and descriptive research design to understand the topic's basic idea. Therefore, according to the "integrated marketing communication" process, all the communication tools must follow the same strategy. After that, the behavior of customers influenced by factors is called the buying behavior of the customers. Thus, the concept of "impulsive buying behaviour" is analysed in this particular research study properly. Sometimes customers buy some goods and products suddenly, influenced by some factors and that is the "impulsive buying behavior" of the customers.