“The Effect of Integrated Marketing Communication on Consumers’ Purchase Decisions: In The Case of Gold Water Plc.”

Abstract

The study was addressed to examine the effect of integrated marketing communication (IMC) dimensions on customer purchasing decisions on Gold mineral water products. Basic specific objectives surrounded, advertising, sales promotion, direct marketing, personal selling and public relations. The study was focused on the explanatory type of research design in addressing the relationships between IMC and purchasing decision, which can serve as a tool to address the challenges of Gold mineral water. The study employs a quantitative approach and data were collected using a structured questionnaire from 296 respondents selected through judgmental and convenience sampling, and analyzed using SPSS version 26 with descriptive and inferential statistics. Regression analysis indicates that all IMC dimensions have a positive and significant influence on purchasing decisions at a 95% confidence level. Among the dimensions, advertising shows the highest effect (coefficient = 0.414), followed by personal selling (0.311), sales promotion (0.284), direct marketing (0.202), and public relations/publicity (0.111). The findings reveal that targeted advertising and effective sales promotions significantly enhance consumer purchases, while personal selling facilitates direct engagement with potential customers. Though public relations have a lower impact, it plays a crucial role in improving brand image. These results suggest that marketing managers should strategically evaluate and utilize these IMC tools to optimize customer purchase decisions and drive sales growth for Gold mineral water. Advertising marketing messages should be accompanied with event organization and frequent contact of the customers to enhance purchasing decision