IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON CONSUMERS OF FOOD INDUSTRY PRODUCTS

Abstract

The article explores the impact of integrated marketing communications (IMC) on consumers of food industry enterprises and identifies effective communication tools and channels that contribute to building loyalty, increasing brand awareness, and stimulating repeat purchases. In the context of strong competition, dynamic changes in consumer preferences, and the growing role of the emotional component in decision-making, food industry enterprises require a holistic approach to managing communications with their audiences. It is emphasized that the effectiveness of IMC depends not only on the selection of tools but also on their degree of integration and consistency. Advertising shapes brand awareness, direct marketing and CRM programs ensure personalized interaction, social media and content marketing create emotional engagement, while public relations and event marketing build a positive corporate reputation. Packaging, POS communications, and promotional activities influence product choice at the point of sale, whereas partnerships and rebranding expand the brand’s reach and strengthen its market position. A comparative analysis of IMC development models was conducted. Based on the identified limitations, a cyclical IMC model is proposed that includes market and target audience analysis, the formulation of strategic and tactical objectives, development of key messages, integration of channels and tools, creation of a unified consumer experience, evaluation of effectiveness, and strategic adjustment. Such a model ensures the adaptability of marketing policy to market changes, creates communication synergy, and reinforces long-term consumer loyalty. Special attention is given to the emotional aspects of communication, as in the food industry purchasing decisions are often based on feelings—associations with family, care, or a festive atmosphere. Using social media, interactive content, video recipes, and collaborations with food bloggers enables brands to create an emotional space around their products and strengthen audience attachment. It is proven that comprehensive use of IMC in the food industry ensures not only consumer awareness and sales stimulation but also the formation of a positive brand image, development of emotional connections with audiences, and adaptation of marketing strategies to external changes. The results of the study can be applied to the design of integrated marketing campaigns, improvement of communication efficiency, and enhancement of the competitiveness of food industry enterprises.