Literature Review Related Literature On Communication

This literature review would try to analyse and review previous related literature. It would review the communication process, marketing communication and decision making process of the consumer that is important for success in a market. Thus, the success of an organization depends on their ability to accurately communicate to consumers, which would help their decision making process. More importantly, this chapter would also explain the theoretical framework for this study.

It starts with introducing the communication process, marketing environment in general and marketing communication. The second (2) sections would address the factors influencing consumer behaviour, consumer decision making process, post purchase behaviour, etc. The third

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There are two forms of communication that a consumer comes in contact with. They are Interpersonal Communication and Impersonal Communication.

Interpersonal communication is conversation between two or more people. Interpersonal communication may either be informal or formal (Schiffman & Kanuk, 1983). Informal Communication also known as ‘word of mouth’ communication, involves two people (friends, family, etc) engaging in conversation about the benefits of a certain product. On the other hand, each person serves as the sender or the receiver of the information.

People are easily influenced by friends and trusted people around them. Their interactions have a huge impact on consumer’s behaviour and their purchase decision making process. Personal influence is as effective as advertising in convincing consumers to change their buying attitudes. This is because consumers may seek advice, information and support from family, friends and colleagues before making a purchase (Schiffman & Kanuk,

It is commonly referred to as ‘mass communication’. There is no direct communication between the source (sender of the message) and the receiver. They are messages sent from organizations through various advertising mediums (Radio, Television and Print).

The receivers of the messages are usually the organizations’ target audience. For example, a marketing company may send advertising messages for their products, through an advertising medium to their current and prospective consumers to persuade them to purchase their products (Shimp & Delozier, 1986; Schiffman & Kanuk, 1983).

Impersonal communication usually has a delayed feedback. Company marketers are usually unable to know how successful the advertisements for their products are. They must create a means of determining whether the communicated message has been received by its target consumers, comprehended in the way it is meant to be and is fully able to fulfil its