The Impact of Marketing Communication on the Consumption of Personal Care Consumer Package Goods among Foreign University Students in TRNC

Most of the marketing research and marketing communication activities in North Cyprus are done in Turkish, which is the official language. However, over the years, there has been an increase in the population of non-Turkish speakers in North Cyprus, a number of which are the international students. Language barrier becomes a challenge for them in identifying Consumer Packaged Goods (CPG). Using the Cognitive Dissonance Theory, the Elaborative Likelihood Model Theory and the Word-of-Mouth Communication Theory to form its theoretical framework, This research aims to find out the consumption pattern of international students in personal care CPG when they are away from their home countries, their decision making processes on personal care CPG, the difficulties they face in retail stores, and also their expectation as consumers when buying personal care CPG. The results will make some significant contributions to literature in asserting the consumer behavior of international students in relation to marketing communication activities in a country where foreign language is spoken. It will also point out possible implications that could arise as a result of ineffective marketing communications (MarCom) activities by pointing out the gap in the communication procedures, and also help businesses develop a good procedure to serve all types of market and potential markets, regardless of changes that could occur now or in future. The study was conducted among 400 international students from four universities—Eastern Mediterranean University (EMU), Cyprus International University (CIU), Near East University (NEU) and Girne American University (GAU). Data required was collected through the use of self-administered questionnaires designed to obtain answers to the questions and hypotheses of the study. Findings from the results support the fact that there is low information circulation and participants want more. The study concludes that information has become of importance to organizations. Hence, lack of it or less of it creates a gap between the between the product the organization is selling and the organization target market. This therefore creates inconsistency in the consumers which form the core of their selective processes and then determine their buying behavior. Also, Word of Mouth Communication has become important in determining consumer behavior. People prove to respect the opinion of others more than any form of commercial message regardless of how catchy and persuasive it seem. Most reviewed literature has treated Marketing communication in an integrated way. Therefore it has become inevitable for companies to do less when marketing communications activities are not integrated. Keywords: Marketing Communications (MarCom), Consumers, Personal Care Consumer Package Goods (CPGs)