Perception of Users Towards IMC Strategies in the Real Estate Sector with Reference to Palakkad District

Abstract

Integrated Marketing Communication (IMC) is a deliberate strategy that integrates many communication methods and channels to effectively deliver a consistent message to a specific target groups, with the goal of efficiently achieving marketing objectives.This study investigates users' perception ofIMC strategies in the real estate sector, focusing on Palakkad District. Using a descriptive research methodology, data was collected from 200 respondents through standardised questionnaires and analysed using percentage analysis, descriptive statistics, and one-way ANOVA. Findings reveal that most respondents are female, aged between 25-34 years, located in south India, with higher secondary education, and earning a monthly household income of Rs.20,001-Rs.50,000. Various IMC tools, such as email marketing, social media platforms, real estate websites, direct marketing, CRM software, print advertising, and mobile applications, were assessed for effectiveness, with social media marketing receiving the highest satisfaction ratings. Factors influencing the usage of IMC strategies include cost-effectiveness, consistency in messaging, flexibility, alignment with target audience preferences, and competitive pressure. Overall, users express satisfaction with the impact of IMC strategies in the real estate sector, particularly in reaching potential buyers or tenants and generating leads. This study contributes to understand the  user perceptions and preferences regarding IMC strategies in the real estate sector, offering insights for practitioners and researchers alike.