Marketing communication is used by businesses of all sizes, from multinational companies to local shops, to promote their goods. Marketing communication has evolved into a critical component of a company's success. In the late twentieth century, a slew of new market developments prompted businesses to switch from traditional advertising to Integrated Marketing Communication (IMC). This paper's primary goal was to evaluate the effect of integrated marketing communication on customer purchasing behaviour by evaluating sales promotional tools, celebrity endorsement, personal selling, direct marketing, and public relations activities with a particular emphasis on Pothys in the Madurai area. This paper's research approach was descriptive, and the sample technique was convenience sampling. The percentage approach was used to categorise respondents' perceptions of celebrity endorsement, public relations awareness, and the weighted average was used to assess the efficacy of salesperson behaviour and online purchase. The chisquare test was performed to see whether there was a link between sales promotion programmes and purchasing habits. According to the results, celebrities do not make advertisements more effective, but they do influence customers to purchase the product. Organizations must focus more on online buying and public relations to make consumers aware of such services.This introductory chapter previews what this research is about and provides an overview of the interesting yet enigmatical subject of impulse buying. To begin with, the chapter examines how traditional consumer behaviour models are at a loss to explain this phenomenon which has continued to hold researchers’ interest for nearly seven decades. It also highlights the significance of impulse buying in today’s world clearly bringing out why marketers as well as consumers need to get a better understanding of this peculiar type of purchase behaviour.