Proceedings of The 8th International Conference on Applied Research in Management, Business and Economics
Year: 2024
DOI:
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The Influence of Integrated Market Communication on Purchase Decision Making Process of EV Car in Bangkok and Surrounding Areas
Dr. Iva Bulatovic, Dr Marisse Aranas, Fatema Alkhateri, Shamma Alkhateri
ABSTRACT:
This study examines how the tools of Integrated Marketing Communications (IMC) — namely promotion, interactive marketing, advertising, public relations, and personal selling — are used to inform, persuade, and remind the target audience in Bangkok and surrounding areas about purchase decision electric vehicles car. It investigates their impact on stages of the purchase decision-making process such as problem/need recognition, information search, evaluation of alternatives, and purchase. However, this study does not explore the influence of IMC tools on post-purchase behavior because this is due to the study being conducted on individuals who are interested in purchasing an electric vehicle car. This quantitative analysis study looks at the relationships between promotion, interactive marketing, advertising, public relations, and personal selling with stages like problem/need recognition, information search, evaluation of alternatives, and purchase. It aims to establish how these Integrated Marketing Communications tools influence the purchase decision-making process by analyzing interactions between multiple variables and developing a linear equation to clarify these relationships by Multiple Regression Analysis. A questionnaire employing a 5-point Likert scale will be distributed online to gather data. Using a sampling method appropriate for an unknown population size, a total of 384 questionnaire sets will be collected. After the respondents completed the questionnaires, the researcher compiled the data for analysis. Descriptive statistics, including frequency, percentages, averages, and standard deviations, were used. Additionally, inferential statistics were applied to test hypotheses using Multiple Regression Analysis. The study found that personal selling did not influence the evaluation of alternatives, and interactive marketing did not affect problem/need recognition, information search, evaluation of alternatives, or purchase decisions. Except for these instances, the other variables significantly impacted problem/need recognition, information search, evaluation of alternatives, and purchase decisions.
keywords: Integrated Marketing Communications tools, problem/need recognition, information search, Evaluation of alternatives, Purchase