Integrated Marketing Communication factors effect decision making process on Pet Café Services

Abstract

          The objective of this research was to study the integrated marketing communication that had influences on using quantitative research method. Samples of this study were 400 customers of Pet Café in Bangkok. Data were collected by using questionnaires, the statistics used in data analysis were descriptive statistics, namely, frequency, percentage, mean, standard deviation, and testing the hypothesis by using multiple regression analysis.

          The results were the findings which revealed that public relations had most influences on the purchasing decision process in all five aspects. The first hypothesis test was based on integration of public relations and marketing tools by using special activities and applying products as media and found that this test had influence on the purchasing decision process in the awareness of the need recognition. While for the second hypothesis testing, public relations, direct marketing, and marketing in general by using special activities, had influence on the decision-making process in the information search. For the third hypothesis test, it was found that public relations and direct marketing influenced the decision-making process in the evaluation. Subsequently, the fourth hypothesis test found that public relations, viral marketing, direct marketing and marketing in general by using special activities had influences on the decision-making process in the purchasing. And finally, the fifth hypothesis test found that public relations, direct marketing and product use as media method had influences on the purchasing decision process in the aspect of post purchase evaluation.