The
need for an organization to properly coordinate its marketing communications
strategies to achieve a clear, consistent and competitive message about itself
and its product has become issue of concern to every result driven firm. The
study is aimed at examining the impact of integrated marketing communication on
consumers’ patronage of Nigerian beverage products. The objectives of this
research among others are to (i) establish the level of understanding and the
use of IMC by Nigerian beverage communications institutions. (ii) Find out
whether the use of IMC can bring about profitable long term customer
relationship (iii) determine if optimal use of IMC can make a product compete
effectively thereby recording a good consumers patronage, and (iv) ascertain
whether proper implementation of IMC programmes can help reduce a firm’ cost of
marketing communications. This research adopted a survey method with four
hypotheses and structured questionnaires distributed among sampled respondents,
which include those from marketing communication organizations, beverage
producers and consumers of the products in the South Western part of Nigeria.
To ensure reliability of this instrument, a test-retest was carried out within
one and half month interval. The result yielded 0.88and Cronbach alpha of
0.76.The face and content validity of this instrument were ensured. The
divergent validity of –0.62 and convergent validity of 0.82were revealed. In
analyzing the data, the researcher used suitable test statistics, correlation
and Kruskal Wallis one-way analysis where appropriate. Findings show that
respondents appreciate the inherent benefits that the use of IMC will bring
over its non-use (the traditional approach). Such benefits according to
findings include cost savings; effective and efficient marketing communication
messages, sustained long term client-customer relationships, better consumer
patronage, amongst others. Mere implementation of different combination of
marketing communication tools together cannot guarantee better results, it is
the strategic coordination of marketing communication tools and the media that
will facilitate efficient results and help the company influence its perceived
brand value in the eyes of its esteemed customers and other stakeholders.
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