THE EFFECT OF INTEGRATED MARKETING COMMUNICATIONS ON CONSUMER’S CHOICES OF SOFT DRINKS IN BUEA
Abstract
Growing competition in the drinks market especially the soft drinks sector has seen companies design different marketing communication strategies and tactics to influence consumer choice. Integrated marketing communications (IMC) in marketing with prospective and potential customers, particularly with the objectives to influence consumer choice to achieve sales. This study is aimed at examining the effect of IMC on consumer choice of soft drinks in Buea.
The main objectives of this study are to examine the effect of different IMC tools on consumer perception and choice of soft drinks in Buea. To achieve the objectives, descriptive research design is used to formulate the structure of the research questions. The study employed cross-sectional survey design and the data required for this study were gathered using a structured questionnaire. Two hundred (200) copies of the questionnaire were administered to the target population made up of a variety of respondents found in Buea.
The questionnaires were retrieved and the data collected used for data analysis. Validity and reliability of the research instrument were carried out. Systematic random sampling techniques were used to select the respondents for this study. Multiple regression was used to test the stated hypothesis.
The first research area revealed that there is a significant positive effect of IMC on consumer choice for soft drinks. Based on these findings, the study recommended that marketing managers should determine target customers and understand their demographic characteristics in order to develop successful IMC tools that will influence consumer choice positively.
Read More: Marketing Project Topics with Materials
| Project Details | |
| Department | Marketing |
| Project ID | MKT0040 |
| Price | Cameroonian: 5000 Frs |
| International: $15 | |
| No of pages | 70 |
| Methodology | Descriptive |
| Reference | Yes |
| Format | MS Word & PDF |
| Chapters | 1-5 |
| Extra Content | Table of content, Questionnaire |
This is a premium project material, to get the complete research project make payment of 5,000FRS (for Cameroonian base clients) and $15 for international base clients. See details on payment page
NB: It’s advisable to contact us before making any form of payment
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THE EFFECT OF INTEGRATED MARKETING COMMUNICATIONS ON CONSUMER’S CHOICES OF SOFT DRINKS IN BUEA
| Project Details | |
| Department | Marketing |
| Project ID | MKT0040 |
| Price | Cameroonian: 5000 Frs |
| International: $15 | |
| No of pages | 70 |
| Methodology | Descriptive |
| Reference | Yes |
| Format | MS Word & PDF |
| Chapters | 1-5 |
| Extra Content | Table of content, Questionnaire |
Abstract
Growing competition in the drinks market especially the soft drinks sector has seen companies design different marketing communication strategies and tactics to influence consumer choice. Integrated marketing communications (IMC) in marketing with prospective and potential customers, particularly with the objectives to influence consumer choice to achieve sales. This study is aimed at examining the effect of IMC on consumer choice of soft drinks in Buea.
The main objectives of this study are to examine the effect of different IMC tools on consumer perception and choice of soft drinks in Buea. To achieve the objectives, descriptive research design is used to formulate the structure of the research questions. The study employed cross-sectional survey design and the data required for this study were gathered using a structured questionnaire. Two hundred (200) copies of the questionnaire were administered to the target population made up of a variety of respondents found in Buea.
The questionnaires were retrieved and the data collected used for data analysis. Validity and reliability of the research instrument were carried out. Systematic random sampling techniques were used to select the respondents for this study. Multiple regression was used to test the stated hypothesis.
The first research area revealed that there is a significant positive effect of IMC on consumer choice for soft drinks. Based on these findings, the study recommended that marketing managers should determine target customers and understand their demographic characteristics in order to develop successful IMC tools that will influence consumer choice positively.
Read More: Marketing Project Topics with Materials
This is a premium project material, to get the complete research project make payment of 5,000FRS (for Cameroonian base clients) and $15 for international base clients. See details on payment page
NB: It’s advisable to contact us before making any form of payment
Our Fair use policy
Using our service is LEGAL and IS NOT prohibited by any university/college policies. For more details click here
We’ve been providing support to students, helping them make the most out of their academics, since 2014. The custom academic work that we provide is a powerful tool that will facilitate and boost your coursework, grades, and examination results. Professionalism is at the core of our dealings with clients.
For more project materials and info!
Contact us here
OR
Click on the WhatsApp Button at the bottom left
