Analysing Consumer’s Intention to Buy Bottled Drinking Water in Pakistan Through Integrated Marketing Communication Framework

Abstract

Bottled drinking water brands in Pakistan need to establish a long-term bond with their customers for sustainable growth. In this digital era, where customer is encumbered with digital information and networking, marketing strategies focusing on pushing brands on the back of traditional promotion mix often fail to capitalize on the synergy between these elements to create customer demand.  The current study investigates the synergistic impact of traditional and digital marketing communication mix on consumer’s purchase intention by assimilating the integrated marketing framework and the constructs of theory of planned behavior. The study is based on a survey of 262 consumers. Data have been analyzed using partial least square- structural equation modeling through smartPLS. Major findings of the study show that while each component of integrated marketing communication model significantly impacts consumer attitude and purchase intention. Promotion mix elements create the greatest impact on developing consumer attitude to purchase bottled drinking water brands in Pakistan. Within promotion mix, social media marketing activities are found to be most influential. It is recommended that managers in beverage industry must consider marketing strategy in holistic terms especially in terms of aligning traditional promotion tools with digital ones, adopting Omni-channel marketing and focusing on price innovation. In terms of public policy, it is recommended that state entities should provide marketing assistance and quality enhancement training to local companies for upgrading their brands.

Keywords: Integrated Marketing Communication, Promotion Mix, TPB, Consumer Behavior, Bottled Drinking Water.