EFFECT OF IMC STRATEGIES ON THE PURCHASE INTENTION IN A MULTI-CULTURAL SOCIETY

Abstract

This work has analyzed on how the Integrated Marketing Communication (IMC) strategy may affect the customer purchase intent in a multicultural society for food items. This work has focused on evaluating on  how do customers from diverse cultures living as a community perceive different IMC strategies. This work was carried out using quantitative method. Questionnaire survey was distributed to 229 responders in Jeddah and data were analyzed. The major findings of this work showed that the most useful IMC strategy is advertising by T.V and looking for the high quality is the reason to change the purchase intent. Most of the respondent are excited to try other countries/ traditions food items more than  being affected by advertisements. The nationality and actor's language in this multi-cultural society has a effect on the consumers purchase intent.  Thus, identifying the values of a culture is important for managing culture consciousness through IMC and having the knowledge of foreign cultures will lead to have effective communication with customers worldwide.