The integrated marketing communication (IMC) is one of the important communication trend adopted by advertising and business organizations during last decade. This research is conducted to find out the impact of IMC practices on consumers' purchase decisions in Pakistan. In this age of globalization, with the spread of advanced and updated technologies and increase in well-informed customers, it has become essential for the business market to be more efficient to make powerful impact on the target audience and market. In Pakistan, the business market has started progressing towards an integrated approach to achieving efficiency by synergy and this concept has become one of the most significant examples of development in the marketing discipline. This research highlights the importance of IMC activities with respect to influencing consumers' purchase decisions. Through consumers feedback the research successfully found consumers preferences for IMC tools, activities, demographic profiles and buying behavior. The descriptive research design is adopted and interviews and questionnaires are used for data collection. Finally, the research concludes that consumers are becoming demanding as their demographic profiles and buying behavior are influenced by IMC activities which contribute in consumers' final purchase decisions.

For past 6 years the textile industry is leveraging tremendously by raising the bar in terms of product development, brand building, placement, style and presentation to increase accessibility to luxury. In this context, this research is undertaken to analyze the influence of lawn exhibitions and brand outlets towards consumers buying behavior and preferences. This research further investigates the consumers' responses to the current trends of pricing strategy of the lawn prints. It is descriptive in nature and a survey questionnaire is used which was consisted of 315 female consumers living in Karachi. The research focused on lawn exhibitions and brand outlets, shopping malls, beauty salons by taking the views of female consumers. The questionnaire was developed to find out about women living in Karachi whether they are influenced by the trend of branded lawn suits, promotions, exhibitions/brand outlets, styles and quality. The study's conceptual framework included six independent variables which were considered key dimensions of consumer buying behavior; one moderating variable _ consumers demographics _ plays a vital role in buying decisions. The research also found a strong positive relationship between lawn exhibition, brand outlets and consumer buying behavior. Although the consumers buying patterns, choices, purchasing power and accessibility may differ among female consumers, all like to wear lawn prints for various reasons.