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An analysis of the impact of Integrated Marketing Communication (IMC) on its ability to influence Consumer Behaviour: A case study of IKEA, UK

Harvard, 12000 Words

Abstract

 

The purpose of the study is to assess the Integrated Marketing Communication (IMC) influences on buying behaviour of the customer in the context of IKEA business operations. The marketing communication based business setting development is present critical problem of IKEA to maintain prospective retail business in UK market. The researcher uses positivism research philosophy, deductive research approach, exploratory research purpose, mixed research strategy and primary data collection by using questionnaire and interview survey. The researcher uses random sampling procedures for selecting 73 customers of IKES as respondents of questionnaire survey from 1.5 million of IKEA customers from UK market. The researcher analyses questionnaire data by using mathematical tables and functions to develop statistical graphs, charts and figures where the SPSS operation used to represent t-test finding of questionnaire survey. The marketing symbols, messages and behaviours are helping IKEA to communicate with customers to inform about the product features that can make integrated marketing communication successful with 82 percent positive response. The public relations maintenance programs of IKEA are developing overall marketing performance that has total 90 percent positive response from IKEA customers. The customers discussion about products and services at social media increases brand image of organisation and this statement has total 86 percent positive response. The IMC operations of IKEA supports to develop marketing channels that can play crucial role to attract customers mind that has 88 percent positive response. IKEA needs to improve advertising attractiveness and to invest more through corporate responsibility for ensuing high influence on customers to purchase products from IKEA brand.

 

 

 

 

 

Table of Contents

 

Acknowledgement

Declaration

Abstract

Chapter 1: Introduction

1.1        Background of the Study

1.2        Rationale of the Study

1.2.1         The research Issue

1.2.2         Reasons for becoming the Research Issue

1.2.3         Reasons for becoming as Issue now

1.2.4         The research shed light on Beneficiary Issues

1.3        Research Aim and Objectives

1.4        Research Questions

1.5        Structure of the Study

Figure 1.1: Structure of the Study

1.6        Conclusion

Chapter 2: Literature Review

2.1        Introduction

2.2        Integrated Marketing Communication

Figure 2.1: Integrated Marketing Communication

2.2.1         Public Relations

2.2.2         Advertising

2.2.3         Collateral Materials

2.2.4         Social Media and Web Strategies

2.2.5         Employee Branding

2.2.6         Conferences and Special Events

2.2.7         CEO and Thought Leadership

2.2.8         Corporate Responsibility

2.2.9         Affinity Marketing and Partnerships

2.2.10       Financial Communications

2.3        Marketing Communication Opportunity

2.4        Media Planning

2.5        Advertising and Strategy of Success

2.6        Organising Communications

2.6.1         The maintenance of Barriers and Prescriptions

2.6.2         Control and tight Couplings of Organising Integration

2.6.3         Marketing Flexibility

2.7        Conceptual Framework

Figure 2.2: Conceptual Framework

2.8        Conclusion

Chapter 3: Research Methodology

3.1        Introduction

3.2        Research Philosophy

3.2.1         Justification of Research Philosophy

3.3        Research Approaches

3.3.1         Justification of Research Approaches

3.4        Research Purpose

3.4.1         Justification of Research Purposes

3.5        Research Strategy

3.5.1         Justification of Research Strategy

3.6        Data Collection Techniques

3.6.1         Primary Data Collection Technique

3.6.1.1      Justification of Primary Data Collection Technique

3.6.2         Secondary Data Collection Technique

3.6.2.1      Justification of Secondary Data Collection Technique

3.7        Sampling Technique

3.7.1         Justification of Sampling Technique

3.8        Data Analysis

3.8.1         Justification of Data Analysis

3.9        Ethical Issues

3.9.1         Justification of Ethical Issues

3.10      Research Reliability and Validity

3.11      Limitation of the Methodology

3.12      Conclusion

Chapter 4: Findings and Analysis

4.1        Introduction

4.2        Findings of Questionnaire Survey

Table 4.1: Age of Respondents

Figure 4.1: Age of Respondents

4.2.1         Integrated Marketing Communication (IMC) of IKEA

Table 4.2: Marketing symbols, messages and behaviours helps to communicate with customers

Figure 4.2: Marketing symbols, messages and behaviours helps to communicate with customers

Table 4.3: Develops business consistency to increase communication level with customers for distinct branding practice of IKEA

Figure 4.3: Develops business consistency to increase communication level with customers for distinct branding practice of IKEA

4.2.2         Public relations based IMC

Table 4.4: Public relations is developing marketing performance of IKEA

Figure 4.4: Public relations is developing marketing performance of IKEA

Table 4.5: Supports communication promotion to recognise the legitimate players in contemporary market

Figure 4.5: Supports communication promotion to recognise the legitimate players in contemporary market

Table 4.6: Public relation develops broad field of marketing procedures

Figure 4.6: Public relation develops broad field of marketing procedures

4.2.3         Advertising based IMC

Table 4.7: Advertising develops systematic application of communication programs of IKEA

Figure 4.7: Advertising develops systematic application of communication programs of IKEA

Table 4.8: Advertising functions has attractive feature to maintain corporate communication

Figure 4.8: Advertising functions has attractive feature to maintain corporate communication

Table 4.9: Advertising operations are positively developing long term relation with prospective customers

Figure 4.9: Advertising operations are positively developing long term relation with prospective customers

4.2.4         Social Media based IMC

Table 4.10: Maintain marketing communication at facebook, twitter, msn and sky pe

Figure 4.10: Maintain marketing communication at facebook, twitter, msn and sky pe

Table 4.11: Customers’ discussion about products and services at social media increases brand image of organisation

Figure 4.11: Customers’ discussion about products and services at social media increases brand image of organisation

Table 4.12: Supports to develop good communication with customers and influence their purchasing intentions

Figure 4.12: Supports to develop good communication with customers and influence their purchasing intentions

4.2.5         Corporate Responsibility based IMC

Table 4.13: IKEA is investing enough money for social development through corporate responsibility

Figure 4.13: IKEA is investing enough money for social development through corporate responsibility

Table 4.14: Provide societal development support by IKEA and getting positive response from society to sell products

Figure 4.14: Provide societal development support by IKEA and getting positive response from society to sell products

4.2.6         Market Flexibility based IMC

Table 4.15: Develops dynamic marketing philosophy for maintaining vital communication with customers

Figure 4.15: Develops dynamic marketing philosophy for maintaining vital communication with customers

Table 4.16: Sensitive and responsive change of market supports to develop intensive relation with customers to influence their purchasing intentions

Figure 4.16: Sensitive and responsive change of market supports to develop intensive relation with customers to influence their purchasing intentions

4.2.7         Impacts of IMC on Consumer Behaviour

Table 4.17: IMC supports to develop marketing channels that can play crucial role to attract customers mind

Figure 4.17: IMC supports to develop marketing channels that can play crucial role to attract customers mind

Table 4.18: IMC maintains media planning operations to develop marketing communication

Figure 4.18: IMC maintains media planning operations to develop marketing communication

Table 4.19: Attractive marketing campaign influences customers mind to purchase products from IKEA

Figure 4.19: Attractive marketing campaign influences customers mind to purchase products from IKEA

4.2.8         T-Test Result and Statistics of Questionnaire Survey

Table 4.20: Average Response of Conceptual Framework

Table 4.21: T-Test Result and Statistics of Questionnaire Survey

4.3        Interview Findings

4.4        Conclusion

Chapter 5: Conclusion and Recommendation

5.1        Concluding Remark

5.2        Objectives based Summary of Finding

5.3        Recommendations

5.4        Scope for Further Research

References

Appendix – A

Public relation develops broad field of marketing procedures

Appendix – B