Effect of Customer Integrated Marketing Communication to Marketing Performance of Drugstore Business in Thailand

The lack in the understandability of the customer integrated marketing communications and the buying behavior of the consumers can be an obstacle in the enhancement of industries in the developing countries. In this research, the author has analyzed the impact that customer-IMC plays on the achievement of marketing outcomes in the pharmaceuticals in Thailand through the usage of mediation roles of three consumer buying behavior dimensions. For the purpose of conducting this cross-sectional study, 419 responses were included in the study at the end of data collection step and these responses were then coded and tested through various statistical testing methods. All the hypotheses formulated in this study were proved to be accepted and the mediation results came out to be positive and significant. This study has several theoretical and practical implications that have been summarized by the author. Moreover, future research directions and opportunities have also been highlighted.