Impact of Marketing Communication on Consumer Buying Behavior and Organizational Performance: Evidence from Selected Food and Beverage Firms

Jacob Olubukola OLADIPO¹ , Ola Olaleye ARULOGUN²

Section:Research Paper, Product Type: Journal-Paper
Vol.8 , Issue.4 , pp.27-32, Dec-2020

Online published on Dec 31, 2020

Copyright © Jacob Olubukola OLADIPO, Ola Olaleye ARULOGUN . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
This study relates the impact of marketing communication on consumer buying behaviour and organization performance with evidence from selected food and beverage firms in Nigeria Stock Exchange (NSE) for a period of ten years (2006-2016). The qualitative research design was used for this study. Primary data was collected through a structured questionnaire. Descriptive analysis, linear regression, and ANOVA were used. The results of ANOVA revealed that Personal Selling (PS) have significant effect on Impulse Buying Behaviour (IBB), also the results of regression established relationship between Marketing Communication and Organization Profitability. The implications is that the organization must understand what influence consumers decision. It can be concluded that marketing communication is a versatile tool used in getting the attention, educate, influence, convince, customers and its prospects. It plays significant roles in the life of customers and organization. Marketing communication has significance impact on consumers buying behaviour, organization market shares and organization performance positively.

Key-Words / Index Term :
Marketing communication,Consumer, Buying behavior, Organizational performance

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