(Examining the Attitudes of Consumers towards Integrated Marketing Communication Activities: The Furniture Industry Example)

Abstract

Purpose – In this study, it is aimed to determine the attitude levels towards integrated marketing communication activities carried out by the leading furniture brand of the sector (SÖMM) and to examine the attitudes towards this furniture brand. Design/methodology/approach – The population of this study, which is a quantitative research method, is composed of participants living in the central district of Kars in 2019. The sample of the study consisted of 395 individuals who were determined by simple random sampling method. As a data collection tool, “personal information form” and “attitude scale for Integrated Marketing Communication activities” developed by Göktaş (2017) were used. The validity and reliability of the um Attitude Scale for Integrated Marketing Communication Activities developed by Göktaş was re-tested and it was concluded that the data collection tool was valid and reliable. As a result of the analyzes conducted to determine whether normality assumptions were met, it was found that the data were distributed normally and provided the necessary conditions for parametric tests. For this reason, independent samples t test and one-way analysis of variance (ANOVA) were used for data analysis. Findings – The participants' responses to the scale of attitude towards integrated marketing communication activities carried out by the leading furniture brand of the sector were evaluated. A statistically significant difference was found between the attitudes of the participants towards the integrated marketing communication activities and the marital status, age, occupation and reason for choosing the l eading furniture brand product of the sector. There was no statistically significant difference between the attitudes of the participants towards integrated marketing communication activities and the marketing and communication activities which are the reasons for gender, educational status, income and the industry's leading furniture brand preference. Discussion – Although m ost o f the f indings o btained f rom t he r esearch s upport t he r elevant literature, some original findings have been reached. In line with these results, various recommendations have been developed.