Customers make their purchasing decisions consciously and voluntarily based on the collected information about certain product. Information is collected through various media and distribution channels through which the company communicates with them. Therefore, an enterprise must choose an appropriate distribution channel for its products that will be available to the target consumer segment. After selecting a channel it is important to determine what message the company wishes to send to its consumers. Such message must meet the goal, which is the maximization of sales. The business-to-customer relationship represents integrated marketing communication and represents a two-way channel of communication. The company market presents its products and customers respond by buying or nor buying a particular product. This determines whether the product is accepted in the market or not. But there are many other ways of communication whose analysis is covered by this research. On the Croatian market of confectionery products Kraš d.d. is one of the leading companies that overwhelm most domestic and foreign markets. That’s the reason why Kraš d.d. are perfect example to define the process of integrated marketing communication. In order to confirm certain claims and observe the exceptions in the rules, a survey was conducted among consumers in the Republic of Croatia. The aim of the research is to examine consumer attitudes about Kraš’s products and then determine their purchasing habits. The survey was attended by 107 respondents based on whose results the conclusion of this paper was derived.