Topic: Marketing and Communication

Xe Marketing
The Impact of
an
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Communication on
am Purchase
Consumer
Decisionos
Problem: What is the Impact of Marketing
Communication on consumer purchase decision?
 Xe Background of the Study

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Theoretical Framework

CHAPTER n Conceptual Framework

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Research Objective

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Statement of the Problem
1 Scope and Limitation

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Research Hypothesis
Significance of the Study
Definition of Terms
Background of the Study
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The primary role of communication in entrepreneurial activities is to convey messages in a

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clear and strong manner. In management as it is a tool for exchanging thoughts, ideas,
opinion, and plans in various organization. Good communication is vital not only to
building relationships but also to be a successful business. ​

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According to the National Institute of Standards and Technology (2016), effective
communication requires caring, listening, explaining, and living the role. In business,

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communication is the key to establishing and maintaining the relationship with customers,
as well as the other important stakeholders of a company to bring everyone on the same
page. Business nowadays is increasingly competitive in terms of marketing strategies. The
impact of marketing communication plays an essential role in influencing consumers and
vice versa, making the companies identify and enhance their strategies. The
implementation of new forms and tools advantage the way to reach for new customers and
build a long-term relationship. ​
Background of the Study
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On the contrary, the issues of lacking knowledge and skills in communication in terms of

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marketing lead the way to create a rigid relationship. Poor communication may lead
customers to feel unmotivated to make decisions. This lack of motivation then affects how
employees relate to clients and potential customers, negatively affecting the bottom line. ​

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The awareness and understanding of the effect of marketing communication on consumer
purchasing decisions is a priority for an entity to consider. This study will be relevant to

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management groups, entrepreneurs, as well as the consumers and customers. The study
will provide and establish knowledge prior of an effective promotion, advertisement,
selling and marketing, and new forms of marketing.
Theoretical Framework
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The purpose of the study is to test the theory of hierarchy-of-effects that was proposed

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by and was first raised by Robert J. Lavidge and Gary A. Steiner in 1961.

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This theory was used to study how advertising influences a consumer's decision to
purchase or not purchase a product or service.

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The theory posits the hierarchy represents the progression of learning and decision-

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making consumer experiences as a result of advertising. As applied to my study, this
theory explains that advertising affects consumers' behavior and leads to the transition
from not knowing a product or brand to liking it and finally making the action to purchase
Xe
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 Conceptual Framework
INPUT
Xe PROCESS OUTPUT

on consumer purchasing decisions?​ an

1. What is the impact of sales promotion Effect of marketing communication to
consumer purchasing decision:​
Effect of marketing communication
to consumer purchasing decision.​

2. What is the impact of advertising on

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Conducting interviews and Stimulate summary of finding,

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consumer purchasing decisions? distribution of questionnaires that conclusion, and recommendation.
contains questions to seek
3. What is the impact of personal selling significant information and

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on consumer purchasing decisions? perspective. ​
Evaluation, analysis, and
4. What is the impact of direct marketing interpretation of the collected
on consumer purchasing decisions? information.

5. What is the impact of the use of social

media on consumer purchasing decision?
 To identify the impact of sales promotion on consumer

Research X
purchase decision.

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To identify the impact of advertising on consumer

Objectives n purchase decision.

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To identify the impact of personal selling on consumer

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purchase decision.

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To identify the impact of direct marketing on consumer
purchase decision.

To identify the impact of the use of social media on

consumer purchase decision.
Statement of
the Problem
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1. What is the impact of sales promotion on consumer

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purchasing decisions?​
2. What is the impact of advertising on consumer purchasing

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decisions?
3. What is the impact of personal selling on consumer
purchasing decisions?

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4. What is the impact of direct marketing on consumer
purchasing decisions?
5. What is the impact of the use of social media on consumer
purchasing decision?
 Scope and Limitation of the Study
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The study aims to test the theory of consumer purchasing decision in the consequence of

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marketing communication that will provide and establish knowledge in pertain to a business
or entity to establishing and maintaining relationship with clients and customers through

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implementing effective communication as a marketing strategy. ​

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Interviews and distribution of questionnaires are will be conducted in the selected town to
ensure a random selection of the respondents. The population scope of this study are

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purchase decision makers in the household within the ages of 18-40. ​

However, the advanced features of marketing communication such as the various channels in
marketing will not be associated with the study rather the general marketing.
Null Alternative
Hypothesis Xe Hypothesis
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There is no significant There is a significant

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relationship between the relationship between the
impact of Marketing impact of Marketing

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Communication to consumer Communication to consumer
purchase decision. purchase decision.
 The study has the ability to contribute to future
researchers looking for topics about marketing

SignificanceXof
and communication. In addition, the recent

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study will contribute further understanding and

the Study n elaboration of the phenomenon. ​

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The study will establish improvements on the

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existing theory through determining and
identifying information along with pieces of

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evidence of how marketing communication
influences the consumers purchasing decision.​
The following sectors of the society will benefit
the following:
Marketing Groups: The study will benefit the marketing groups
because it will provide knowledge prior to what to consider to improve

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in terms of marketing strategies through communication. ​

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Consumers: The study will benefit the consumer and customers
because it will provide findings that the feedbacks are captured

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therefore the improvements and consistency will be implemented.​

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Researcher: The study will benefit the researcher because it will
provide further understanding from the phenomena including the
existing studies. ​
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Future Researchers: The study will benefit the future researchers
because it will provide additional and new knowledge to support the
existing studies as well as the future studies.
 Defining Terms
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Marketing Communication. Refers to a strategy of a business to convey its plans and its

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messages to target consumers through different forms.

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Marketing. A process if exploring, creating, and delivering value to meet the needs of target
market in terms of goods and services.

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Communication. A tool in exchanging information, thoughts , and ideas and to make meaning.

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Consumer. A person who purchase a certain product or acquire service for personal use and
satisfaction.

Purchasing Decision. The circumstance that motivates and influence an individual to make
purchase of goods or services.
 Defining Terms
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Promotion. An activity that supports or provides active encouragement to inform target

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audiences about the product or services.

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Advertising. Practices and techniques employed to bring attention to a product or services.

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Personal Selling. In marketing, it is a face-to-face set up of selling wherein a sales person use
its interpersonal skills to persuade a costumer to a purchase.

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Direct Marketing. It is a form of advertising that involves direct communication to a potential
costumer, usually throug emails, mail, telemarketing, or door-to-door visits.

Social Media. It refers to various platform websites used to interact with tarket markets and as
well as the clients by promoting and introducing a product or service.
 Xe Foreign Literature

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Local Literature

CHAPTER n
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2 mo
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Cronin, Brady and Hult (2000) have cited that companies perceive quality, satisfaction, and loyalty
as keys to achieving market leadership. Understanding what drives these critical elements, how

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they are linked and how they contribute to your company’s overall equity is fundamental to

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success. As customer retention and customer relationship building and maintenance take on more

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priority, customer learning and translation process become a core competency issue.Therefore, a

company can identify its core competencies by thinking through how the company is different
from other businesses.
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Shrivastava (2014) concluded that advertisements are a widely accepted source of information
among consumer compared to other sources. It contribute to raise your target demographic's

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awareness of issues with which they may be unfamiliar as well as educate them on the related

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benefits of your product or service. Hence, media mix decisions are crucial for advertisers because

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it is their way to make connection and have a wide array to reach potential consumer.

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According to Lee and Suarez (2020), face-to-face selling is found to be the most lucrative
marketing strategy for the reason that it can help identify the clients’ preferences and other

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concerns that will create a quick response from sellers. In person promotions will not only attract

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potential customers and win new customers but will also help you easily retain them. Listening to

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their questions, reactions, and suggestion can provide valuable insights into their needs.

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According to Soledad (2023) that the extent of social media usage by the direct sellers is

moderate and social networking site is the most preferred platform to use in doing direct selling-

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related activities to achieve convenience, productivity product availability and market growth.

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For instance, through email, social media eases the process of providing and receiving feedback. If

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your costumer have concerns or problems with your product or services, with that they can let you

know in a timely manner. Social media gives costumer a convienient and accessible way to express

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what they feel and gives companies a chance to respond.

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References:
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Cronin, Brady & Hult (2000). Assessing the effects of quality, value, and customer satisfaction on
consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

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Shrivastava A. (2014). Do advertisements work? A study on change in consumers’ purchasing

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behaviour due to advertisements. Abhinav International Monthly Refereed Journal of Research in

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Management & Technology, 3(5), 14–21.

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Lee & Suarez (2020). Face-to-Face Selling Increases Sales Performance of Real Estate Agents in
the Philippines. International Journal of Accounting, Finance and Business (IJAFB), 5(26), 8 -

13.
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Soledad (2023). Social Media as A Tool for Direct Selling Business in Dipolog City, Zamboanga

Del Norte. International Journal of Multidisciplinary: Applied Business and Education Research,
4, (1), 63– 68.