Companies have been able to acquire high market share through impulsive buying behavior of the consumer.
Therefore, this research focuses on analyzing the impact of integrated marketing communication on consumer impulsive buying behavior.
This research will talk about the different customer related aspects that should be studied and how formulating related strategies will help the company in gaining competitive advantage and generating profits.
The digital media or the digital world has provided a very effective and large platform for the marketers to market and advertise their products.
These strategies are devised keeping in mind customer behavior, customer pattern, customer preferences, customer trends, etc.
Considering all these and many other customer related aspects, companies assess as to what is successful for their business.
The focus of this research will be the UK luxury industry.
In today’s competitive corporate world, organizations are formulating and implementing customer centric marketing strategies.
Due to intense completion in the UK retail sector, product packaging has gained significant importance with respect to consumer purchase decision.
This research will focus on how product packaging (color, shape and other attributes) influences consumer purchase decision which in return increases or decreases the sales of the organization.