Impact of integrated marketing communication on consumer behaviour

Marketing communication has become an integral part of the social and economic system in India. A producer believes, Consumers rely on the information from marketing communication to make wise purchase decisions. Businesses, ranging from multinational corporations to small retailers, depend on marketing communication to sell their goods and services. Marketing communication has become an important player in the life of a business. It helps to move products, services, and ideas from manufacturers to end users, builds and maintains relationships with customers, prospects, and other important stakeholders in the company. Advertising and sales promotion to plays an important role in marketing communication mix in future.

This study, based on recent approach found in the literature, focuses on IMC through the four classic elements of the marketing mix: product, price, placement and marketing communications. This paper intends to discuss few aspects regarding the effects of IMC on the consumer behaviour, especially in malted health drinks.