This document provides an overview of a research proposal on the impact of integrated market communication (IMC) on consumer buying behavior. The study aims to understand the relationship between IMC and consumer purchasing decisions. It will utilize a quantitative methodology with surveys distributed to 500 consumers in Lahore, Pakistan. Statistical analysis using SPSS will be conducted to test the hypothesis that a relationship exists between IMC and consumer buying behavior. The literature review discusses several past studies that have examined the effects of marketing communication strategies on customer perceptions and purchasing.

1. BUSINESS RESEARCH METHODS
RESEARCH PROPOSAL
Impact of Integrated Market Communication on
Consumer Buying Behavior
Group Members: Instructor:
Amir Munir, Qasim Rasheed, Mr. Naveed Ahmad
Arslan talib, Usama Tariq,
Abdul Sattar

2. Content
 Introduction
 Purpose of the study
 Objectives
 Significance
 Literature Review
 Hypothesis
 Theoretical framework
 Population and Sampling
 Data Collection Method and Instruments
 Data Analysis
 Reference
 Bibliography

3. Introduction
These days globalization has given a new life to almost each and every aspect of life. Distances
have been shorten and everything have gone a new being courtesy to this globalization. As far as
the term of marketing is been concerned it has also got a new life due to globalization. Now it’s
not the time when there are only 2 or 3 brands in the market and consumer has to purchase it
willingly or unwillingly. Its 21 century the age of civilization and globalization and every
individual is well aware about every products features, positive aspects and likewise things. It has
made the competition even more tough. Now if a consumer is willing to buy a new product he
can get some help from the online circuit of internet. He can ask other online consumers
regarding his willing product and can make a decision according to it.
Now the marketers are always at their toes in edict to outdo one another. Now a consumer buys a
product after analyzing its whole features that how it looks, what about its quality and durability
and what kind of packaging its having. These things have made this field such an intense one. As
this research is on the topic of impact of IMC on consumer buying behavior so first of all we
need to understand that what is IMC and how it can attract a customer to a particular product and
then to become him a loyal customer. IMC is the combination of all those elements which helps
in promoting our brand as well as to let the others know about our commodity. The researchers
have done a lot of researchers on this topic and to see the impact of IMC on consumer’s buying
behaviors. And that’s what exactly this study will contain that how this effects the consumer
buying behavior.

4. Purpose of the study
The basic purpose of this study is to provide some latest insights that how
Integrated marketing Communication is affecting the buying behavior of
consumers. This study will highlights that how IMC is effecting the buying
behavior of consumer.
Objectives
 The main objective is to enhance the understanding of IMC and to have better insight
in this immeasurable field.
 To check the relationship of IMC with the consumer’s buying behavior.

5. Significance
First of all we must know that the competition of marketing is getting tougher
and tougher day by day. In this world of globalization where distances has
been shorten and this world has become a global village it’s very important
that you are always at your toes and itching to surpass your competitors
otherwise the time will come soon when you have to leave the industry. This
research wills that how to tackle your consumer’s buying behavior. It also
tells us how to make consumers your hardcore customers.
The second thing is that how it adds to the scholarly research. As this research
will provide a complete insight that how IMC is affecting the consumer’s
buying behavior so it would be easy for the marketers to understand that what
sort of expectations the consumers are having from a brand and what sort of
color combination can attract their attention towards a brand. Then it will also
help the policy makers and economists as well.

6. Literature Review
 This context explain that the paper focus to clarify some aspects regarding the effects of IMC
on the consumer behavior, which helps in the consumer decision- making process. Integrated
marketing communication (IMC) is one of the widest areas of research. IMC identify
opportunities to increase its impact on consumer buying behavior.An IMC program must be
structured in multiple strands, influencing all the processes of consumer behavior
(perception, learning, attitude, motivation), not only the actual behavior. IMC is not part of
the marketing mix, but a holistic concept using marketing mix elements to create and
strengthen relationships.(Mihart, 2012)
 Communication, one of the most representatives of human activities.With evolution of
modern marketing, IMC is very important for achievement the objectives of a
company.(Nagra, Kumari, Gopal, & Manjrekar, 2012)
 Event marketing emerge new trends in IMC. Event market support corporate objectives
like sales, brand awareness, and image enhancement. Main challenge of Event
marketing is to provide value to the community for reinforce relationships with
consumers and other business organizations. (SNEATH, FINNEY, & CLOSE, 2005)

7. Literature Review
 The aim of the study is to understand the social process of customers buying behavior and the
role of marketing is explained that lead to the buying decision process. There is a need to
understand a contemporary social process a qualitative research method combined with a
case study is chosen as the methodology. In that three focus groups have been conducted. The
marketing is negatively perceived while the participants of focus groups are impacted by it.
Our main purpose is to change that perception.(Niazi, Siddiqui, Shah, & Hunjra, 2012)
 The objectives of the study is to provide the methods to the practitioners regarding the
integrated marketing communication (IMC) so that they can enhance the effectiveness of the
marketing communications with their customers. The design of study let the practitioners to
know about opportunities related to the smaller brands as well as larger brands for better
marketing communications.(McGrath, 2011)
 According to this paper technology gives people the power of investigation and equal
measurement. Social media have shown great impact on consumers and change the people
behavior.(Ioanăs & Stoica, 2014)

8. Literature Review
 According to this paper it is very important for marketers to know consumers behavior for
the analysis of the market opportunities. Marketing communication has played an important
role for selecting a product or service.(Hun & Yazdanifard, 2014)
 According to this paper it is very important for marketers to use IMC for their customer’s
retention and satisfaction. Recent change in profit of a company or organization is due to
IMC because it is primary strategy for achievement of goals.(Yeboah & Atakora, 2013)
 This paper focuses on different factors of marketing communication impact on different
consumers. It is necessary to develop an optimal marketing communication plan choose
among different communication channels.(Jerman & Završnik, 2013)
 In this study we can determine the impact of different marketing communication factors on
consumer buying behavior, we can analyze the influence of social, cultural, personal, and
psychological factors, on consumer buying behavior. The basic purpose of marketing
communication to interact with consumer characteristic (demographic, Psychographic,
behavioral). (Correard & Amrani, 2011)

9. Hypothesis
 H0=There is no relationship between IMC and
consumer buying behavior
 H1=There is a relationship between IMC and
consumer buying behavior

10. Theoretical Framework

11. Methodology
Population and Sampling
Population would be approximately 500 people from all over the Lahore city.
Data Collection Method
Data will be collected and structured questionnaires will be used. All the questions will be
close ended and to the point questions. The questionnaire will not be of more than 15
questions so that the respondents could have easily given their 4 to 5 minutes for the
response to the instrument and this will help in order to get exact data because as much
short and simple data is collected it will always be better and easy to evaluate than long
and complex data.
Quantitative:

12. Data Analysis
There is no other good option than SPSS for this purpose. The study would be
analyzed through SPSS and will apply different tests from there e.g. histogram,
frequency distribution table, Regression, Correlation, and T-Test. As a result of using
all these techniques the study will be verified.
Limitations
 As data is collected from only one city so it doesn’t provide the best insights as there
would be some difference between the people of Lahore and people of other cities
around it.
 This research has data of only quantitative aspects and no qualitative research have
been done on it which could be a possible weakness.

13. References
 Correard, S., & Amrani, H. E. (2011, june 1). The impact of marketing on customer’s behaviour.
Dissertation in Marketing, 15 higher education credits (ECTS).
 Hun, T. K., & Yazdanifard, R. (2014, April). The Impact of Proper Marketing Communication Channels on
Consumer’s Behavior and Segmentation Consumers. Asian Journal of Business and Management, 2(2).
 Ioanăs, E., & Stoica, I. (2014). Social Media and its Impact on Consumers Behavior. International Journal
of Economic Practices and Theories, 4(2).
 Jerman, D., & Završnik, B. (2013). CAN MARKETING COMMUNICATIONS AFFECT CONSUMER
BEHAVIOR? ECONOMICS MANAGEMENT INFORMATION TECHNOLOGY, 1(4).
 McGrath, J. M. (2011, November). An Experimental Approach to Testing IMC Effects on Consumer
Attitudes, Behavioral Intentions and Recall. Journal of Applied Marketing Theory, 2(2), 25-44.
 Mihart, C. (2012, April). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects
on Consumer Decision – Making Process. International Journal of Marketing Studies, 4(2).
doi::10.5539/ijms.v4n2p121
 Nagra, G. K., Kumari, S., Gopal, R., & Manjrekar, P. (2012, july-september). IMPACT OF INTEGRATED
MARKETING COMMUNICATION ON DIFFERENT CUSTOMER SEGMENTS - EFFECTS ON
CONSUMER DECISION MAKING PROCESS. International Journal of Applied Services Marketing
Perspectives, 1(1).
 Niazi, G. K., Siddiqui, J., Shah, B. A., & Hunjra, A. I. (2012, august 16). Effective advertising and its
influence on consumer buying behavior. Information Management and Business Review, 4(3), 114-119.
 SNEATH, J. Z., FINNEY, R. Z., & CLOSE, A. G. (2005, December). An IMC Approach to Event
Marketing:The Effects of Sponsorship and Experience on Customer Attitudes. JOURBRL OF
ADVERTISING RESEARCH. doi:10.1017/S0021849905050440
 Yeboah, D. A., & Atakora, A. (2013). Integrated Marketing Communication: How Can It Influence
Customer Satisfaction? European Journal of Business and Management, 5(2).