( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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RELATION OF INTEGRATED MARKETING COMMUNICATIONS APPROCH ON CONSUMER BEHAVIOUR IN FMCG SECTOR IN REFERENCE TO PERSONAL CARE PRODUCTS

    1 Author(s):  SHRUTI THAKRAL

Vol -  13, Issue- 4 ,         Page(s) : 62 - 67  (2022 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Integrated marketing communication is a concept which is used by the companies to accurately deliver the message to their customers for their products. It aims to ensure the consistency of the message and the complementary use of the media. IMC is a process of strategic planning in order to determine the most consistent message and expose it to the target audience through the synergy of marketing communication instruments and media. The objective of this paper is to establish the effects of the sales promotion on consumer purchase decision on personal care products. This research is a descriptive type of research as it is used to describe the impact of the IMC at consumer buying behavior. The method of sampling used is convenience sampling which is a part of structured questionnaire which is used to gather data from about respondents to analyze the effects of FMCG products.

Mihart, Camelia 2012/03/30 Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process 10.5539/ijms.v4n2p121 International Journal of Marketing Studies
Banerjee, Neelotpaul Siddhanta, Somroop2012/02/01 the Effect of Marketing Communication on Sales Performance – A Study on the Personal Care Industry in India 8 European Journal of Social Sciences
Duralia, Oana. "Integrated Marketing Communication and Its Impact on Consumer Behavior" Studies in Business and Economics, vol.13, no.2, 2018, pp.92-102. https://doi.org/10.2478/sbe-2018-0022

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