EFFECT OF INTEGRATED MARKETING COMMUNICATIONS IN DRIVING NEW PRODUCT DIFFUSION AND ADOPTION: A CASE OF HYPO BLEACH IN ABA METROPOLIS OF ABIA STATE, NIGERIA
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 5
Abstract
Most firms have failed to give priority to the role of IMC in initiating and reinforcing the adoption and repeated purchase of new products. Thus, this study examined the effect of Integrated Marketing Communication (IMC) in driving new product diffusion and adoption. It looked at the adoption and diffusion of Hypo Bleach in Aba metropolis of Abia State Nigeria. A total of 297 respondents comprising of Distributors and consumers of Hypo Bleach in the metropolis were used in the study. Data were obtained through the questionnaire and analyses of the collected data were done through descriptive statistics and tobit regression. Findings from the analyzed data showed a high level of awareness and adoption of the product (Hypo Bleach) by the consumers as a result of the awareness created by the firm through its extensive integrated Marketing Communication (IMC) strategies. Also, product affordability, price, quality, packaging size, promotion, brand name, and product availability were significant factors that strengthened the diffusion and adoption of the new product. Therefore, there is need for organizations to first conduct market research as a continuous exercise to find out buyers’ adoption patterns, product needs, and direct communication messages towards shaping adoption patterns.
Authors and Affiliations
Iheaka, Elekwa Egwuonwu| Department of Marketing Michael Okpara University of Agriculture, Umudike Abia State, Nigeria E-mail: ipower010@gmail.com, Maria-Stella Etomchi Njoku| Department of Agribusiness & Management Michael Okpara University of Agriculture, Umudike Abia State, Nigeria, Ahaiwe, Emmanuel Onyedikachi| Department of Marketing Michael Okpara University of Agriculture, Umudike Abia State, Nigeria E-mail:Trustedemma@yahoo.com
Keywords
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- EP ID EP10634
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