Understanding Decision Making of Consumers through Advertising Strategy and Integrated Marketing

Abstract

Considerable research has been carried out to broaden the understanding on consumer purchase decision making process through advertising strategy and integrated communication. The research has used quantitative research method, and recruited a sample of 200 adults for the collection of data. It has been found in this research that there is a strong positive correlation exists between consumer purchase decision making and advertising and integrated marketing. The research concludes that advertising and integrated marketing are important in development of understanding regarding consumer purchase decision process.

Keywords: Consumer purchase decision, Advertising strategy, Integrated marketing