Effectiveness of IMC tools for High Involveme...

Effectiveness of IMC tools for High Involvement Product Purchase in Emerging Market

Author Name : Dr. Reena Malik

DOI: https://doi.org/10.56025/IJARESM.2022.1063807

ABSTRACT

No marketer can afford to ignore the importance of IMC tools as it serves various benefits and offer varied opportunities in order to establish and market a product or service. The study is conducted in order to check the effectiveness of various integrated marketing tools on the purchase decision of Indian youth while making purchase for high involvement products. This study has taken sample of 376 students (belongs to relatively effluent regions of Haryana and Punjab) of four universities from Haryana and Punjab, India. Data collected has been analyzed by applying various descriptive and inferential statistics. The results indicated the most effective tool of IMC which majorly influence the purchase decision of youth in case of buying high involvement products is word of mouth and the least effective is public relation andadvertising.

Keywords— IMC, expensive products, highinvolvement, purchase decision, tools ofIMC