The Impact of Integrated Marketing Communications in the Housing Sector on the Purchasing Behavior of the Beneficiary Audience"A Field Study of the Beneficiary Audience of Residential Complexes in Baghdad

Abstract

The adoption of integrated marketing communications in the housing sector is not a luxury option or a temporary tactic. Rather, it has become a necessity imposed by market variables and contemporary consumer behavior, based on the dynamic needs and desires of consumers. The field research community represents the beneficiaries of the same residential complexes in Baghdad, on both sides of Karkh and Rusafa. Therefore, the researcher chose a "purposeful" sample, a type of non-probability sample. The researcher surveyed the beneficiary audience of the same complexes, which numbered four: Al-Atifiya, Al-Wafi, and Al-Atifiya. The Palm Tree and Al-Hadel were used to obtain data from the beneficiary individuals, numbering (400) individuals, to measure the extent to which the components of integrated marketing communications were reflected in their purchasing behavior, for the period from 1/1/2025 to 15/4/2025, to distribute, transcribe and analyze the forms. The results of the study revealed that the respondents’ evaluation indicators of the integrated marketing communications carried out by the companies implementing the residential complexes recorded the highest percentage (96.1%), which confirms that the advertising messages were able to attract the attention of the public and influence them. Meanwhile, the results revealed the reflection of the integrated marketing communications adopted by the companies implementing the residential complexes on purchasing behavior, as it recorded the highest percentage of (94.5%). We conclude that there is a high degree of interaction and influence as a result of the beneficiary’s evaluation of the residential complexes by sending advertisements to his friends and relatives. One of the most important recommendations for companies is to use modern promotional methods and integrate them in an integrated manner, relying on integrated marketing communications.