INTEGRATED MARKETING COMMUNICATION AND CONSUMER PURCHASE BEHAVIOUR OF MALT DRINK: A STUDY OF NIGERIAN BREWERIES PLC ENUGU STATE, NIGERIA

Abstract

This study focused on Integrated Marketing Communications and Consumer Purchase Behaviour of Amstel Malta Drink of Nigerian Breweries PLC Enugu State, Nigeria. It has objectives of identifying the relationship between: the right combination of IMC messages and Consumer’s purchase behaviour, the content of IMC messages and Consumer’s purchase behaviour, the timing of IMC messages and Consumer’s purchase behaviour. The two main sources of data collection were primary and secondary data. Primary data were collected from a sample of 470 respondents’ through questionnaire, which was on a five-point scale. The inferential statistics used was Pearson Product Moment Correlation Coefficient (PPMCC) to test the hypotheses. All the hypotheses formulated were tested at 0.05 level of significance. The results showed that there is a significant relationship between the right combination of IMC messages and Consumer’s purchase behaviour, that there is a significant relationship between the content of IMC messages and Consumer’s purchase behaviour and that there is a significant relationship between the timing of IMC messages and Consumer’s purchase behaviour. The study therefore, concludes that Integrated Marketing Communications (IMC) is important to any business that wants to thrive and it is an effective strategic communication tool/that a company or firms use to achieve and maintain competitive lead in the market.. Finally, it was recommended that there is need for the right combination of IMC by companies because this will go a long way to influence the customers' purchase behaviour. That the content of IMC messages should be clear, well appropriated and articulated for massive and impulsive buying from the consumers and that the timing of IMC messages should be rightly and properly done to encourage patronage and positioning of the products in consumer minds.