Integrated Marketing Communications and Consumer Behavior of Handmade Ceramics

Integrated Marketing Communications (IMC) is a fundamental part of the commercial strategy of an organization, especially when it is desired to get customers attention in markets receiving an overload of information, such as the customers of the tourism industry, there is an interest in understanding the impact of IMC on consumer purchasing behavior. The objective of this research is to determine the relationship between Integrated Marketing Communications and the behavior of the handmade ceramic consumer. The IMC allows using communication strategies and tools, providing added value to the product, such as advertising, sales promotion, and public relations. The IMC promotes motivation, perception, and change in attitudes in consumer behavior. This study is correlational, with a quantitative approach, data from a total of 327 tourists was collected, and the responses were processed and analyzed using Spearman’s statistic. It is concluded that public relations as a dimension of the IMC shows a medium positive correlation with consumer behavior, regarding the purchase of ceramic handicrafts, according to Spearman’s Rho coefficient 0.570 according to the estimation scale, cultural events generate confidence and interaction, boosting the decision-making capacity in the tourist’s behavior.