Investigation of the influence of consumer behavior on the formation of integrated marketing communications
This study is devoted to the theoretical and practical basis for creation of the integrated marketing communication (IMC) for enterprises at the B2B markets. Historical stages of integration of marketing communications, as well as the reasons for the transition to the IMC are considered. Analysis of multiple formulations revealed a trend in the development of the concept in the context of achieving the communicational, economic and social goals of the IMC. A main feature of the integrated marketing communications is a binary of their nature: combining channels and means of promotion – as exists in the real and in the virtual economy (due to Internet space). In our view, trends in the development of integrated marketing communications are identified. We have identified 15 motives acquisition of solar energy conversion equipment (as particular example of product in B2B market) to study their influence to the formation of integrated marketing communications. The objective structure of the purchasing reasons for recreational, agricultural and building segments of B2B-consumers in Ukraine was established on the basis of expert assessments. However, there are certain barriers to the willingness of consumers to current and future overpayments savings by using solar energy. The separation of the target audience on the scope of B2B and B2C allows arguments to rank the importance of various marketing activities within the IMC.