How does the marketing communication mix of 7-11 affect the customer purchasing?

Abstract

The present study aims to assess the effect of integrated marketing communication (IMC) of 7-11 in Thailand to Thai customer purchasing, describe what factors consumers take into account in when making decisions when they purchase the 7-11 products and explain how IMC effects to the consumer decision especially sales promotion and personal selling. The lifestyle of people has changed nowadays, some people do not have much time to purchase so the convenience store becomes popular because it is easy to find the products and the service is fast. Due to the fact that 7-11 in Thailand is the most popular convenience store, so the researcher will focus on the success of 7-11 IMC strategies that is the key to winning the customer’s heart. To achieve this, the current study uses the online questionnaires, with the previous customers who have experience purchasing 7-11 in Thailand, in order to acquire an understanding of their attitudes towards 7-11 IMC.

The study found that out of 18 IMC factors, there are 4 IMC factors from 2 different IMC category which have a significant influence on purchasing behavior; The Personal Selling IMC factors and the Sale Promotion IMC factors. However, the different IMC factors have a different impact on purchasing behavior and the result finding and are further made into important policy implications.