Impact of Integrated Marketing Communication on Consumer Behaviour - Essay Example

CRITICAL REVIEW: “IMPACT OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER BEHAVIOUR” BY CAMELIA MIHART al Affiliation Submission Table of Contents Introduction 3 The Review 4 Objectives of Integrated Marketing Communications 4 Factors that contributed to the growth of IMC 5 Role of Communication in Purchase Decision-Making 6 Leading Research on Integrated Marketing Communications 6 Integration of Varied Concepts 7 Adequate Models 8 Different Types of Consumers 8 The Decision-Making Process 9 Mihart’s Model 10 Conclusion 11 Reference List 12 Introduction The aim of Mihart’s article is to outline the impact of integrated marketing communications in the consumer decision-making process. Scholars have studied on understanding the relationship between IMC and consumer behaviour consistently in a bid to find out the factors that drive consumers purchase decision. The article under review uses qualitative research and comparative methods to come up with a model that addresses consumer behaviour in detail. Mihart wants companies to understand integrated marketing communication from the perspective of consumer behaviour. There is a common understanding that consumers require information to know about products that have the potential to satisfy their top needs. Information channels that avail the products details consumers want have a place in the current market. The following review will focus on the objectives of integrated marketing communication, the way IMC has developed over the years, review of academic studies, the role of consumers and communication channels in the purchase decision-making process. Understanding consumer behaviour also calls for an evaluation of the proposed IMC model and unearth the strengths and weaknesses. The review further considers the consumer segmentation to know the attributes they look for when making purchase decisions. The re-evaluation also criticizes some of the approaches the author uses to discuss the aspects of integrated marketing communication with respect to consumer behaviour and the ultimate consumer decision-making process. Summary The article is entitled Impact of Integrated Marketing Communication on Consumer Behaviour written by Camelia Mihart. The author uses a comparison of studies to highlight the impact of IMC on the consumer behaviour and decisions they make concerning purchasing. The article features a structured comprehensive flow that starts with an abstract and ends with a model of IMC. The model has been deduced from the studies explored in the literature review section. The author has used the literature review section to explore IMC impact despite myriad of authors studying the topic in the past. The Review Objectives of Integrated Marketing Communications Highlighting objectives of integrated marketing communications (IMC) with respect to consumer behaviour is relevant. Companies must keep competition at bay by understanding how consumers behave and providing them with their needs on prompt basis. Consumer satisfaction is far more important than availing the needs that match their tastes and preferences, which is the foundation of integrated marketing communication or any marketing communications effort in a competitive economic system. The article starts well with the main objective to create a foundation for establishing the relationship between consumer behaviour and IMC. Mihart (2012) understands the need to identifying with different communication facets for integrated marketing communication. The aspects of IMC in the article explain the influence on consumer behaviour if customers get the right message in time. According to Chitty (2012), there has been little research on IMC and its impact on consumer’s buying decision-making process, coming up with a set of objectives about the subject allows the target audience understand the topic in detail. Chitty (2012) echoes Mihart’s proposition that the objectives of IMC vary from one campaign to another. Communications must take into consideration the needs, drivers, and segmentation to know what ultimately persuades or drives the customer to arrive the vital decision-making in purchasing a product. Shin (2013) approaches the impact of IMC by enlisting specific objectives. A wide range of marketing objectives must be achieved to come up with convincing conclusions about the subject of IMC and its impact on consumer behaviour. Shimp (2010) understands the relevance of consumer behaviour in any marketing process and focusing on the mileage IMC can achieve would help to create a meaningful template for understanding purchase decision-making among consumers. Factors that contributed to the growth of IMC The decision to digress from the objective of the article is on point. Mihart (2012) succeeds in incorporating the factors contributing to the growth of integrated marketing communications. The digression helps the ultimate readers, scholars, or researchers to know how the subject of IMC has expanded over time to turn out to be one of the topics that has elicited attention from researchers worldwide. With the subject of consumer behaviour coming into the mix, the idea of technological advancement should also be discussed in detail as a factor that enhances effective communication and increases the rate at which consumers get message about a particular line of products. While Mihart owes the growth to technological performance, Edmiston-Strasser (2007) attributed the growth of IMC to the maturity in the marketing communications. The growth of IMC and its potential influence on consumer decision-making is due to media explosion, technology advancement, and revolution in customer loyalty and relationship marketing. Consequently, the essence of IMC in the discussion of consumer behaviour and the decision-making process requires a retrospective in the factors that manipulate or affect end users on a regular basis. The diffusion and development of digital technology have brought information closer to customers and helping them to make the ultimate final decision of purchasing a product (Chu and Kim, 2011). The need to know the desires of consumer’s communications becomes a critical factor of discussion. Role of Communication in Purchase Decision-Making Mihart (2012) understands the role of a communication channels in the decision-making process. Consumers require adequate information in advance as they wait for advertisers to avail information that can point them to the products that can satisfy their needs. The author succeeds in the argument that communication channels in the marketing process takes message home to consumers but they must decode it in order to understand what the advertiser is saying. However, he concentrates on technology performance to discuss the impact of marketing communications. Customers look for information that is useful and trustworthy. According to Sparks, Perkins and Buckley (2013) communication channels that utilize advanced technology to reach the message home and initiate decision-making require online reviews too. Therefore, a communication channel should also direct them to reviews that persuade them to make a purchase commitment. Berger and Iyengar (2013) recognize a host of other communication channels as influential factors in consumer behaviour. Consumers require multi-faceted communication channels such as word-of-mouth and social media in order to have a lasting impact on consumer behaviour and initiate the ultimate decision-making process. The reaction of the consumer when they get the message determines the effectiveness of any communication process Leading Research on Integrated Marketing Communications Research on IMC has been consistent, and the article has highlighted some of the leading academic studies on the concept. Marketers have continued to look for answers that can help to demystify the subject of consumer behaviour and be on familiar terms with factors that persuade consumers to make the ultimate purchase decision. Research has established that marketing and communication are inseparable because they help to reach the message to the target consumers. Academic research has shown that creating competitive advantage requires availing opinions in different perspectives and leaving consumers to make the final decision. Hoyer et al. (2012) recognizes the role of empirical research as a method of establishing consumer relationships. IMC recognizes customer service, attitudes, and needs of consumers as top factors that lead to decision-making. However, using little research on the subject of consumer behaviour is inappropriate. Claiborne and Sirgy (2014) support the use of research to understand the way consumers perceive products. Mihart (2012) emphasizes on the use of models to understand the subsequent behaviour of consumers if IMC utilizes psychological and behavioural research. The view of IMC beyond the concepts of traditional marketing helps to identify promotional tools used in the marketing process. Integration of Varied Concepts Integrated marketing communications analysis requires marrying different concepts together. Mihart (2012) has highlighted the gradual transition between past theoretical concepts and the new definitions of IMC. Understanding the profound impact of IMC on the consumer behaviour to initiate final decision requires universally accepted scopes. The article has succeeded in synthesizing the existing literature to understand the concepts of IMC. Researchers should understand IMC from strategic perspective instead of looking at it as a link between marketing communication and promotion tools. Blakeman (2012) proposes a contradicting argument by arguing that understanding IMC should calls for a business perspective as opposed to strategic perspectives. Understanding and influencing consumer behaviour requires tools such as marketing plan, design, verbal, and visual tactics. Mihart does not discuss advertising, public relations, and sales promotion in detail because they are more related to business process other than the strategic process that the article gives sharp focus. Delgado‐Ballester, Navarro, and Sicilia (2012) the effectiveness of strategic IMC process in consumer behaviour depends on the familiarity level of the brand. Subsequently, to understand the impact of IMC on consumer, behaviour requires strategic approach because of its all-inclusive coverage of the subject. Adequate Models The impact of IMC reveals itself when consumer’s needs, information search, and evaluation of alternatives determine the buying decision process (Mihart, 2012). Information marketing channels provide adequate information that helps consumers to make choices and settle on the outcomes. Mihart emphasizes on the use of models where customers go through stages to arrive at the purchasing decision. There are multiple facets of consumer behaviour that article has taken into account in analysing the behaviour of consumers in the purchase decision-making process. According (2013) indicates that the various facets of consumer behaviour recognize the existence various goods and services across the globe. Integrated marketing communication should take into account the impact of globalization on the buying experience of consumers. Complexity should increase as consumers choose from a comprehensive list of product with adequate information. The association that a consumer has on a certain brand is a critical factor in the communication channels and renders the process holistic (Kirenz, 2010). Familiarity and uniqueness of brands among consumers become the driving factors during purchase and post-purchase decision-making process. The decision-making is psychological in nature and the eventual benefit that the consumer will get makes up its structure. Different Types of Consumers There are different segments of consumers in terms of gender, age and geographical orientation. Mihart’s proposition that they behave in a certain way is correct. The economics of decision-making are assessed in order to understand how integrated marketing communications have come to change the traditional view of consumers as rational decision makers. The search of information is rife and but not all consumers have adequate information about the product they want to buy. The availability of information influences consumers’ purchasing decision more than the acquired preferences. According to Steinfield (2003), the role of communication channels should determine the relationship between buyers and sellers. The decision-making process depends on the ability of the channel to meet the information needs of the customers. Therefore, Mihart’s argument that not all consumers have access to information is relevant. Gordon (2013) acknowledges that consumers do not make the final purchase decision without considering the opinions of their peers and other suppliers. Consumers may make decisions independently, but the multiple communication channels help to eliminate the challenges that face customers that face when familiarizing with certain products. Making purchase decisions depends on the ability of communication channels to retain and keep the needs of consumers consistent. The Decision-Making Process The article fails to evaluate the role of the consumers in the purchase decision-making process in detail. Mihart (2012) uses cognitive perspective to explain the participation of the consumer in the purchase decision process. A consumer is receptive and active in getting information that would help to make the ultimate decisions. End users are also emotional, and integrated communication process should realize that the specific decision that a consumer makes eventually drives the buying decision process. The thoughts and actions of consumers must be unearthed in detail. Consumers have attitudes, tastes, and preferences towards a particular product. The changing perceptions in the society require consumers to engage in information search and make timely and informed evaluations in order to make the final purchase decision. The decision affects the course of action that the consumers take during post-purchase evaluations (Udel.edu, 2015). A comprehensive coverage of consumers’ role in the decision-making process is emphasized to show that the choices and needs of consumers (Vázquez-Rowe et al., 2013). A communication process that uses the behavioural traits of consumers is more successful than a process that fails to highlight their actions. A mixture of processes that involve the action of consumers explains the journey that a consumer goes through to make purchase decision. Mihart’s focus on the degree of information search shows the extent that integrated information communication channels can help consumers make the purchase decisions. Consumers look for processes that help them to make decisions by availing information they need on a certain product. The information shapes the ultimate decision without necessarily relying on the IMC channels. Firms should make comparisons from one segment of consumers to another in order to understand the relationship between their behaviour and definition and scope of IMC in place. According to Earl and Kemp (2002) consumers will not get tired to look for information to improve or initiate the decision making process. The Economic theory acknowledges the role of consumers is to base their decisions on the features contained in a product before making a purchase. The judgment of quality comes after product testing. Brodie et al. (2013) argue that the advent of online channels of communication such as social media has created a new brand community environment. A channel that spans product, price, and marketing communication is the most appropriate. Mihart’s Model Mihart model of research covering the influence of IMC on consumer decision-making process would have driven the message home if it utilized familiar tags. The research model would help to establish the relationship between distribution channels and the extent of their effectiveness in terms of costs and efficiency. The model would make the process familiar is used stages instead of blocks to explain the stages that a consumer goes through to make purchase evaluations. Research and market segmentation should support the model to land on the best approach for explaining consumer behaviour (Kim et al., 2002).Any model that takes into account characteristics and attributes among consumers can understand the perception of consumers successfully. The attributes help marketing communication professionals come up with a plan based on images and differentiation of different brands (Sutter, 2005). The aim of IMC is limited to the transmission of information to different segments of consumers. The learning process grants consumers the much-needed knowledge to activate their purchase behaviour. Consumers must also make comparisons of attributes before and after purchase. The instruments that drive customers to make the final decision influence the judgment and actions and determine the way consumers perceive a certain product. Conclusion Mihart succeeds in connecting IMC to the purchasing decision-making process among consumers. The review has affirmed that consumers require adequate and comprehensive details about a product to make the ultimate purchase decisions. There are different types of consumers in terms age, demographics and gender and their decisions vary according to their segment. The decision process extends to the post-purchase stage. The real performance of a product reveals when a consumer has uncertainty regarding the entities that will satisfy their needs and wants. The future decisions depend on the level of satisfaction with a particular product. The aspects of integrated marketing communications can be improved through technology and consistent studies based on the behaviour of the consumers and the alternatives for the product in question. The greatest challenge comes in creating a model that applies in both before and after purchase. Getting accurate information about consumers will require a company that is aggressive and ready to satisfy the needs of the customers instead of making the products available. The process should start by pointing customers in the right direction. Reference List Ammi, C. (2013). Global Consumer Behaviour. New York, NY: John Wiley & Sons. Berger, J. and Iyengar, R. (2013). Communication Channels and Word of Mouth: How the Medium Shapes the Message. 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