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Marketing Communications
C/M/1158. How does the understanding of level of customer involvement along with perceived risk and motivation to purchase, assist a marketer to cater the design and use of integrated marketing communications accordingly?
- WORDS:
- 1000
- DATE:
- 2009
- PRICE:
- 19.99 GBP
The paper looks at the factors related to consumer behaviour, i.e. the process of purchase decision, customer level of involvement, perceived risks and motivation to purchase. The role of these factors is discussed from the marketing perspective examining how their knowledge can help marketers to cater for the target audience by developing the needed designs and using integrated marketing communications.
KEYWORDS: Integrated marketing communications, Perceived risk, purchase decision,
Other Papers On: Marketing Communications
Other Papers On: Consumer Behaviour
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