Factors that effected on the consumer’ s perception of Integrated marketing communication: a case study of consumer’s rice bag in Ubon province

Abstract

The objectives of this study were to study factors affecting consumer perceptions of integrated marketing communication: a case study of rice bags consumption in Ubonratchathani province and to differentiate various personal characteristics of consumers on their perceptions. A direct sampling derived from questionnaire distribution a total of 400 respondents obtained. The statistical analysis involved descriptive analysis and t-test, F-test statistics was used to test the hypotheses. The results showed that most respondents were female and decided to buy Jasmine rice containing 5 kilogram bags per month from supermarkets and department stores. The overall perception of integrated marketing communication was at a moderate level and the integrated marketing communication via personal selling was at a high perception level at 4.15. The advertisement and digital marketing dimensions were at low levels of 2.24 and 2.2, respectively. However, different personal characteristics, namely gender, marital status, educational levels, occupations and incomes were statistical significant at the level of .05.