A STUDY ON INFLUENCE OF CAUSE RELATED MARKETING CAMPAIGNS ON CONSUMER PURCHASE INTENTION
Keywords:
Cause Related Marketing, Consumer Purchase Intention, Campaigns, Corporate Social Responsibility, DecisionAbstract
Cause-related marketing (CrM) is helpful to marketers in two aspects one is better Corporate Social Responsibility (CSR) and other is better commercial advantage as it increase brand awareness and also increases their understanding about CSR related activities. This research carried out to find out the whether the consumer purchase of a product associated with cause is well thought decision or it is spontaneous. The effect of gender has also been explored. To find out the relationship amongst CrM campaigns and consumer purchase intention hypotheses were tested with the help of descriptive and regression analysis. The result of study shows that consumers are aware about CrM and consider it as an effective communication tool. They find that duration of CrM campaign and company’s commitment to such campaign is crucial. The findings suggest that CrM campaigns influenced the purchase intention of consumer. These results can be helpful to identify the factors of CrM campaigns and will drive marketing recommendations for companies to effectively address different consumer segments with the help of CrM campaigns.
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Copyright (c) 2023 Nagaraja Pandukuri, M. A. Rafiq Ahmed Khan, Shaik Abdul Mazeed (Author)
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