Dr. Govind Soni, a Faculty of Footwear Design & Development Institute (FDDI), Hyderabad campus presented a research paper during the 4th Multidisciplinary National Conference on Pre-Doctoral Research (MNCPDR-2022) which was held on 11th October 2022.
This national level virtual conference was organized by Dayalbagh Educational Institute (Deemed to be University), Agra, Uttar Pradesh which aims to provide a strong platform for the young and dynamic researchers to shape their research idea and skills.
Dr. Govind Soni, a Faculty of School of Retail and Fashion Merchandise (SRFM) presented his paper on the title ‘The Study of Integrated Marketing Communication Impact on Consumer Buying Behavior".
The research paper elucidates about the influence of Integrated Marketing Communication (IMC) on consumer purchase process with the view of more understanding towards IMC and consumer buying behavior relationship. It also provides insight of the intensity and degree of consumer involvement in product purchase that gives marketers a clue in understanding their motive behind purchase and IMC becomes key marketing strategy which helps brands to satisfy consumer needs.
