Evaluation of Marketing Communication of a selected company

Vinit Kumar Singh

Master's thesis

Abstract:

The study focuses on consumer perception of the integrated marketing communication (IMC) strategy of DHL Express. It explores how IMC influences consumer behavior and buying decisions. IMC combines various communication tools to ensure consistency and clarity in marketing messages. The research aims to evaluate consumer awareness and perception of DHL Express' IMC strategy and its impact on consumer buying behavior. The methodology involves descriptive research with a sample size of 400 consumers selected through random sampling. Data was collected via questionnaires administered online. According to the findings, customers know the IMC components of public relations, sales promotion, personal selling, and advertising. Advertising was perceived as the most effective element. Consumers generally had a favorable view of IMC strategies. There was a significant positive correlation between IMC elements and consumer buying behavior. The regression model showed that personal selling, sales promotion, and public relations significantly impacted consumer behavior. The study concludes that consumers understand IMC components well and perceive advertising as the most impactful. DHL Express can improve its IMC strategies based on consumer feedback. The research contributes to understanding the relationship between IMC and consumer behavior, providing insights for marketers to enhance their strategies. The findings can guide future studies and benefit stakeholders in developing effective marketing communication campaigns.

Keywords

Marketing Strategy, Marketing Communication, Consumer Behaviour, Consumer Perception, DHL Company

Language used: English

Date on which the thesis was submitted / produced: 27. 3. 2024

Thesis defence

• Date of defence: 28. 5. 2024
• Supervisor: Ing. Tereza Balcarová, Ph.D.
• Reader: Veronika Zajíčková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration