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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