INNOVATIVE INTEGRATED MARKETING COMMUNICATION AFFECTING TO PURCHASING DECISION MAKING ON PRODUCTS OF CHARINRADA FOODS COMPANY LIMITED

Charinrada  Sophonchanakun; Bundit  Pungnirund; Cholpassorn  Sitthiwarongchai

Charinrada Sophonchanakun College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand,
Bundit Pungnirund Faculty of Management Science, Suan Sunandha Rajabhat University, Bangkok, Thailand,
Cholpassorn Sitthiwarongchai College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand,

Keywords: INNOVATIVE INTEGRATED, MARKETING COMMUNICATION, CHARINRADA FOODS

Abstract

These research objectives aimed to study 1) the innovative integrated marketing communication that influenced the purchasing decision on products of Charinrada Foods Company Limited 2) the innovative integrated marketing communication on products of Charinrada Foods Company Limited. This quantitative research approached on the sample size of 400 people who consumed products of Charinrada Foods Company Limited. The research variables consisted of (1) the innovative integrated marketing communication such as advertising, sales promotion, personal selling, public relations and publicity, direct marketing and merchandising and (2) product purchasing decision. The findings of this research were applied as development guidelines of integrated marketing communication on the product channels of Charinrada Foods Company Limited.