analysis on consumer perception on cause-related marketing

© 2019 IJRAR January 2019, Volume 6, Issue 1 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)

IJRAR1BLP027 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 133

Analysis on Consumer Perception on Cause-Related

Marketing Bhanu Sharma

Lovely Professional University

Abstract

Because of creating open concern over common and social issues, associations have begun to branch their things with an extent

of notable causes, including social and organic issues (Yechiam, Barron, Erev, and Erez, 2002). Interfacing themselves to

extraordinary points has gotten charming to various associations, especially those busy with dealings with purchasers (Till and

Nowak, 2000). These affiliations can affect acknowledgments as for the association and, hence, influence how clients evaluate

things or organizations offered by the association (Brown and Dacin, 1997). At the present time, Cause Related Marketing

[CRM] is a technique for displaying an association's social obligation. CRM created as a publicizing technique utilized by

business to outline a relationship for imparted favorable position to an establishment affiliation or an average reason (Pringle

and Thompson, 1999). Right now in the midst of to discover the connection between an organization's picture and general

view of the customers on cause related promoting. In this paper variables like brand awareness, recall, consumer involvement,

purchase intention are defined. A questionnaire is developed to study the effect of CRM. A sample Size of 100 is selected to

arrive at conclusions. With correlation matrices we found that brand awareness & recall are directly associated with purchase

intention. Also, consumers want to get more involved with the product with CRM initiative.

Keywords: CRM, Convenience Sampling, Consumer Perception, Consumer Awareness, Social cause.

INTRODUCTION

The present commercial centers are overflowed with numerous extraordinary items which offer comparative quality,

cost and administration. So as to make the separation, numerous associations use Cause-Related Marketing (CRM)

as a correspondence and limited time apparatus. Through Advertisements, Packaging, Promotions and different

devices, numerous organizations utilize their CSR exercises by affiliating themselves with specific NGOs or

supporting for causes.

In CRM, Companies and NGOs accomplice themselves by which organizations gets advantage by supporting a

reason with their item or administrations and attempt to impart a success win circumstance for the two gatherings.

NGOs get money related help from organizations relying on the items sold or advertise entrance. Supports of items

is finished by remembering NGOs logo for bundling material.

American Express was the principal organization that presented the idea of cause related showcasing which results

an extraordinary degree of enhancement in different nations around the world. They incorporated a long haul and

key methodology which was progressively significant for the development of partners and for the whole association.

The reason related promoting (CRM) began in 1983 by American Express to get incomes for the reclamation of

Statue of Liberty. American Express Donated a penny for each exchange made by its cardholders for the equivalent.

It is seen that because of this the American Express Card utilizes expanded 28% and 17% new clients get the card.

Through this it has raised $1.7 million. This arrangement was advantageous for the association of customers,

business and non-benefit association in business advertise. A large number of the enormous players like Idea, Airtel,

Toyota, Nokia and P&G changed the impression of purchasers by their cooperation in these government assistance

exercises.

Viewing the present promoting hypothesis and situating center around working up the brand; everything relies on

the business-client believe that solitary comes how the organization is socially and ecologically possible. The choices

are taken by thinking about the ecological plausibility through reason related promoting. Through similar

organizations are attempting to construct interface with the individuals from the general public.

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As of late's battle and advancements by an organization with social structure have gotten increasingly well known.

Shoppers are more pulled in towards the corporate social duty and the organizations are discovering customer's

observation and disposition about the item through the CRM. It is one of the mainstream type of corporate social

obligation that pulled in clients in numerous pieces of the world. CRM is characterized as "Involving partners in

single gathering which incorporate; providers, investors, workers, purchasers and political viewpoint which in

together encourages the organization to go for since quite a while ago run".Favorable circumstances to the organizations

is additional media inclusion at no expansion in promotion spend. Adverts show up during a CRM crusade advancing the item

or administration, the foundation and the vibe great factor of the open's interest by buying the item and in this manner helping

the non-benefit association. A 1996 Cone Communications/Roper Starch Worldwide review demonstrated that three out of

four purchasers said that, cost and quality being on a standard, they would change brands to purchase an item which upheld a

reason they thought about.

In earlier researches it was found that decision of the reason would in general have explicit inspiration and

attraction.in above figure it as found that causes related to “Children” have been mostly welcomed. Also

causes related to human health and poverty were highly successful in creating CRM’s message and initiatives.

Fig. 2

Growth of Cause Related Marketing has been unprecedented in last 16 years. From 700 Million in 2000, it has

scaled a new height of 2 Billion in 2016. CRM has benefitted both companies and NGOs.




Statistics for Companies:

• Cause marketing helps in earning new customers.

• Cause marketing is not philanthropy, but a business strategy.

• 66% of the brands were engaged in same in 2010.

• Cause marketing differentiate its products from others.

• There is demand of new sets of campaigns by new generation.

• Tangible products campaigns are more preferred by consumers.

• Purchase decisions effects more due to cause-related marketing.

• Having a tangible impact of CRM is consumers’ preference.

Statistics for Non-Profits:

• CRM can provide a growing mechanism for funds.

• Also it helps in adding a new donor base.

• Millennial generation would help in supporting causes.

• LITERATURE REVIEW

Right now creator [1] States in their investigation of "Cause-Related Marketing: A Co-arrangement of Marketing

Strategy and Corporate Philanthropy", that cause-related showcasing is characterized as blend of points of view

from various particular territories of in-inquiry which further relies upon the advancement blend, corporate

generosity, corporate social duty, raising support the board, and advertising. As indicated by look into paper [2] the

term cause-related promoting started from crusade of American Express in 1983 which got one of the most reviewed

cause-related showcasing "When Did You First Fall in Love with Her?" battles to date. The examination paper [3]

recommends that information negatively affects an individual's wariness level. This shows Norwegian advertisers

should concentrate on expanding the mindfulness identified with CRM among the shoppers. By expanding

information, they would then be able to diminish, the degree of distrust and in this way accomplish much higher

positive social reactions. IMC apparatuses ought to be utilized to produce the enthusiasm among the individuals.

When the market gets soaked, maybe they will turn out to be increasingly suspicious. The creator right now

recommended that foundation motivating forces instead of procurement impetuses are more successful in advancing

silly items than in advancing useful items. In paper [5,6] the makers inspected the results using Cronbach's alpha

coefficient and using the theory whether there is critical effect of cause related exhibiting on brand tendency or not.

Generally, the respondents were found to be more pulled in towards the CRM campaign, which in this manner

showed that there was a basic effect of CRM on brand tendency. The best viewpoints toward CRM appeared in the

people who gave more centrality to explicit characteristics, for instance, warm associations, self-finished and

security and in women as found in paper [7]. The makers in [8] depicted explanation related promoting as "a key

position and displaying device that interfaces an association or brand to a related social explanation or issue for

regular bit of leeway." The examiner [9] in his examination of "The impact of CRM on buyer attitude to the brand

and purchase point" found that customers have been more drawn toward the CRM technique than an arrangement

headway, while considering client's impression of fit among brand and cause, brand and friends or brand and

advancement. In their paper the creators [10] titled "The Effects of Cause-Related Marketing on Company and Brand

Attitudes" found that the item cause relatedness and corporate validity are named as variables that will impact cause-

related promoting consequences for the two kinds of mentality. Likewise, that the disposition toward the




organization is unquestionably more impacted by the degree of corporate believability than demeanor toward the

brand is. In their examination, "cause related showcasing: a methodology to impart corporate social duty" the

creators [11] deduced that Cause related advancing is one bit of the game plan of ways that associations can

use/respond to extend demands, enabling the associations to add to the headway of the social requests where they

work, similarly as engaging them to amass long stretch advantages for brands. The makers [12] wrapped up, when

perspective on cause – brand alliances were perfect, client points of view toward the explanation and the brand

improved. The assessment presented right now examinations the attitude of Croatian customers towards the

centrality of cause and blessing size in cause-related displaying programs, and the effect of those components in

their objectives to buy. The exploration results uncover that most of the respondents discover the reason for a reason

related showcasing effort to be significant. Additionally, that their own inclusion with the reason impacts their

expectation to purchase a brand that bolsters a reason related showcasing effort. Likewise, with the enormity in their

own contribution with the reason, the more noteworthy is their ability to purchase the brand that underpins a reason

related promoting effort. The examination in paper [14] has indicated that cause related showcasing technique

encourages organizations to satisfy different targets together like pulling in client, expanding deals, building great

picture in the public arena and procuring for Social Causes. In their working paper titled "Reactions of Global

Citizens to Cause Related Green Marketing", the creators [15] discovered that cause related green showcasing helps

in collecting premiums towards organization and increasing an uplifting demeanor from customers.

Likewise, worldwide residents are all the readier to pay for worldwide organizations drew in with worldwide causes

than worldwide organizations connected with nearby or no causes. The Cross social contrasts additionally end up

being an indispensable variable in considering CRM. In her exploration paper [16] concentrating on PHILIPS

contemplated the Impact of Cause Related Marketing Initiatives in the Success of New Product Development. The

examination demonstrated the positive effect of incorporating a CRM message in another item offer on shoppers'

perspectives and buy aims towards that offer. The analysis done found that members who were presented to another

item advertisement with a CRM message held fundamentally progressively inspirational perspectives and higher

buy aims towards the new item offer contrasted with those members presented to another item promotion without a

CRM segment. In their paper [17] titled "Does the item type impacts on demeanor towards Cause Related

Marketing" found that purchaser perspectives toward CRM are identified with the item type. As needs be, the most

significant ramifications for organizations is that the CRM battle may be progressively fruitful in the event that it

was connected to a down to earth item. Hence, the item type can have any kind of effect in light of the fact that it

can affect how individuals see a CRM program.

To abridge, the financial world is encountering a tremendous move of worldview: from a benefit amplification to a

benefit streamlining philosophy, which demand the new age of corporate pioneers to consider the 3P's in their

dynamic procedure: Planet, People and Profit.




RESEARCH METHODOLOGY

The Study: The study is exploratory in nature to know the influence of cause related promotion

on consumer perception and attitude towards product or brand by using survey method as a

data collection tool for study.

Sources of Data: All the information required for this examination work is gotten from

essential and auxiliary sources. Essential information gathered from meet by organized survey

has been utilized as an essential instrument which depends on size of 1 to 5 from firmly consent

to unequivocally oppose this idea. Optional information gathered from sites and as of now

distributed research papers.

Sampling Design: The sample for the study which we have design have following parts that

we plan to implement in research.

Sampling Method: Convenience Sampling (Non-Random Sampling)

Sample Size: 75-100

Sampling Unit: Consumer from All-over India.

Test to be used: Correlation Matrix




DATA ANALYSIS

Statistics

Frequencies Have you

ever heard of

Cause-

Related

Marketing?

Have you

seen any

campaign

related to

Cause

Related

Marketing

recently?

Brand

associated

with a social

cause are

attractive.

I would buy

products

related to

social cause.

I can recall

a brand by

its cause-

related

marketing

campaign.

Valid 100 100 100 100 100

N

Missing 0 0 0 0 0

Mean 1.4600 1.8100 1.8500 1.9500 2.0600

Median 1.0000 2.0000 2.0000 2.0000 2.0000

Std. Deviation .67300 .76138 .65713 .68718 .81427

Variance .453 .580 .432 .472 .663




Statistics

Social

Cause

gives good

image to

the brand

or

company.

I would

purchase the

product even

if it is not

related to

social cause.

I would stop

purchasing

the product if

i found out

that money is

wasted.

I feel proud to

be associated

with the

brand that

supports

social cause.

Social cause

campaigns

have a

positive

impact on

brand

awareness.

Valid 100 100 100 100 100

N

Missing 0 0 0 0 0

Mean 1.7500 2.1700 1.7000 1.8400 1.9400

Median 2.0000 2.0000 2.0000 2.0000 2.0000

Std. Deviation .85723 .91071 .83485 .78779 .69369

Variance .735 .829 .697 .621 .481




Statistics

If price and

quality are

same I would

love to switch

for a brand

which do

cause-related

marketing.

I would like

to purchase

the

products

specifically

for social

cause.

I would love

to involve in

social cause

for a brand.

I try to

influence

consumer's

purchase

decision for

a product

related to

social cause.

I support

"DETTO

L'S-

Banega

Swachh

India"

campaign.

Valid 100 100 100 100 100

N

Missing 0 0 0 0 0

Mean 1.8700 2.3800 2.0200 2.1100 1.8600

Median 2.0000 2.0000 2.0000 2.0000 2.0000

Std. Deviation .91734 1.02277 .80378 .73711 .73882

Variance .842 1.046 .646 .543 .546




Statistics

I believe that "TATA

TEA-Jaago Re" campaign

has increased the

awareness level among the

consumers.

I support "P&G's Shiksha

initiative" which aims to

educate the under-

privileged children.

Valid 100 100

N

Missi

ng

0 0

Mean

1.8800

1.6600

Median 2.0000 2.0000

Std. Deviation .80754 .72780

Variance .652 .530




Frequency Table

Have you ever heard of Cause-Related Marketing?

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent

Yes 62 62.0 62.0 62.0

No 28 28.0 28.0 92.0

Valid

I don't remember 10 10.0 10.0 100.0

Total 100 100.0 100.0

Have you seen any campaign related to Cause Related Marketing

recently?

Frequenc

y

Percent Valid

Percent

Cumulative Percent

Yes 45 45.0 45.0 45.0

No 35 35.0 35.0 73.0

Valid

Maybe

20 20.0 20.0 100.0

Total

100 100.0 100.0




Brand associated with a social cause are attractive.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent

Strongly Agree 20 20.0 20.0 28.0

Agree 70 70.0 70.0 97.0

Valid Disagree 8 8.0 8.0 98.0

Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0




I would buy products related to social cause.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 75 75.0 75.0 95.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0

I can recall a brand by its cause-related marketing campaign.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 74 74.0 74.0 90.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0




Social Cause gives good image to the brand or company.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 56 56.0 56.0 95.0


Strongly

Disagree

4 4.0 4.0 100.0

Total 100 100.0 100.0




I would purchase the product even if it is not related to social cause.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 74 74.0 74.0 87.0


Strongly

Disagree

4 4.0 4.0 100.0

Total 100 100.0 100.0

I would stop purchasing the product if i found out that money is wasted.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 50 50.0 50.0 94.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0




I feel proud to be associated with the brand that supports social cause.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 66 66.0 66.0 95.0


Strongly

Disagree

3 3.0 3.0 100.0

Total 100 100.0 100.0




Social cause campaigns have a positive impact on brand awareness

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 75 75.0 75.0 95.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0

If price and quality are same I would love to switch for a brand which do

cause-related marketing.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 57 57.0 57.0 91.0


Strongly

Disagree

3 3.0 3.0 100.0

Total 100 100.0 100.0




I would like to purchase the products specifically for social cause.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 68 68.0 68.0 78.0


Strongly

Disagree

4 4.0 4.0 100.0

Total 100 100.0 100.0




I would love to involve in social cause for a brand.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 75 75.0 75.0 92.0


Strongly

Disagree

3 3.0 3.0 100.0

Total 100 100.0 100.0

I try to influence consumer's purchase decision for a product related to

social cause.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 82 82.0 82.0 91.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0




I support "DETTOL'S-Banega Swachh India" campaign.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 70 70.0 70.0 95.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0




I believe that "TATA TEA-Jaago Re" campaign has increased the

awareness level among the consumers.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 65 65.0 65.0 93.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0

I support "P&G's Shiksha initiative" which aims to educate the under-

privileged children.

Frequenc

y

Percent Valid

Percent

Cumulati

ve

Percent


Agree 45 45.0 45.0 97.0


Strongly

Disagree

2 2.0 2.0 100.0

Total 100 100.0 100.0




Bar Chart




CORRELATION MATRICES:

Descriptive Statistics

Mean Std.

Deviation

N

Brand associated with

a social cause are

attractive.

1.8500 .65713 100

I would buy products

related to social cause.

1.9500 .68718 100

Correlations

Brand

associated

with a social

cause are

attractive.

I would buy

products

related to

social cause.

Pearson Correlation 1 .632**

Brand associated with a

social cause are

attractive.

Sig. (2-tailed)

.000

N 100 100

Pearson Correlation .632** 1


related

to social cause.

Sig. (2-tailed)

.000

N 100 100

**. Correlation is significant at the 0.01 level

(2-tailed).




Correlation between brand association & awareness with the purchase intention of that

product comes out to be in range 0.632 which is between -1.0 to +1.0. This means that brand

awareness is positively correlated with the purchase intention.





Mean Std.

Deviation

N



1.9500 .68718 100

I would love to

involve in social

cause for a brand.

2.0200 .80378 100

Correlations

I would buy

products

related to

social cause.

I would love

to involve in

social cause

for a brand.



related

to social cause.

Sig. (2-tailed)

.000

N 100 100


I would love to involve

in

social cause for a brand.

Sig. (2-tailed)

.000

N 100 100

**. Correlation is significant at the 0.01 level

(2-tailed).

Correlation between consumer involvements with the purchase intention of that product

comes out to be in range 0.459 which is between -1.0 to +1.0. This means that consumer

involvement is less correlated with the purchase intention.





Mean Std.

Deviation

N



1.9500 .68718 100

I support

"DETTOL'S-

Banega Swachh

India" campaign.

1.8600 .73882 100

Correlations

I would buy

products

related to

social cause.

I support

"DETTO

L'S-

Banega

Swachh

India"

campaign.



related

to social cause.

Sig. (2-tailed)

.000

N 100 100

Pearson Correlation .523** 1 I support

"DETTOL'S-

Banega Swachh

India"

campaign.

Sig. (2-tailed)

.000

N 100 100




Correlation between consumer involvements with the purchase intention of that product comes

out to be in range 0.523 which is between -1.0 to +1.0. This means that consumer is aware of

brand & correlated with the purchase intentions.





Mean Std.

Deviation

N



1.9500 .68718 100


TEA- Jaago Re"

campaign has increased

the awareness level

among the consumers.

1.8800 .80754 100

Correlation between consumer involvements with the purchase intention of that product comes

out to be in range 0.523 which is between -1.0 to +1.0. This means that consumer is aware of

brand & correlated with the purchase intention.




Correlations

I would buy

products

related to

social cause.

I believe that

"TATA

TEA-

Jaago Re"

campaign

has increased

the

awareness

level among

the

consumers.



related

to social cause.

Sig. (2-tailed)

.000

N 100 100


TEA- Jaago Re"

campaign has increased

the awareness level



Sig. (2-tailed) .000

N 100 100




FINDINGS / RESULTS

Out of 100 responses that we collected during our research survey, we found that: -

Fig. 3 Have you known about reason related promoting?

Practically 65% of the respondents knew about the Cause-Related Marketing, while 10% didn't review

CRM.

Fig. 4 Have you seen any campaign related to reason related promoting recently?

It was observed that 40% of the consumers’ either had seen some campaign or not.




Fig. 5 Brand associated with a social cause are attractive.

60% of the respondents agreed on above while almost negligible percentage disagreed on the

statement.

Fig. 6 I would buy products related to social cause.

Almost 65% of the respondents would buy the product related to social cause.




Fig. 7 I can recall a brand by its cause-related marketing campaign.

70% of the respondents were able to recall a brand by seeing CRM.

Fig. 8 Social Cause gives good image to the brand or company.

Almost 80% of the respondents felt that social cause gives good image to the brand or company.




Fig. 9 I would buy the item regardless of whether it isn't identified with social reason.

55% Of the customers consented to buy the item regardless of whether it isn't identified with

CRM.

Fig. 10 I would stop purchasing the product if I found out that money is wasted.

90% Of the consumers thought of not purchasing the product if the CRM initiative was the

hoax.




Fig. 11 I feel glad to be related with the brand that underpins social reason.

Fig. 12 Social reason battles positively affect brand mindfulness




Fig. 13 In the event that cost and quality are same I couldn't want anything more than

to switch for a brand which do cause related promoting.

Fig. 14 I would like to purchase the products specifically for social cause.




Fig. 15 I would love to involve in social cause for a brand.

Fig. 16 I try to influence consumer's purchase decision for a product related to social cause.




Fig. 17 I support "DETTOL'S-Banega Swachh India" campaign.

Fig. 18 I believe that "TATA TEA-Jaago Re" campaign has increased the awareness level


Fig. 19 I support "P&G's Shiksha initiative" which aims to educate the under-privileged children.




CONCLUSION

Having set 3 hypotheses tests we have seen correlations matrices between the variables that we

have chosen.Variables – Consumer involvement Purchase Intention Brand Awareness & Recall

Hypothesis 1: -

The Brand Awareness through Cause Related Marketing Leads towards purchase

intention.

Hypothesis 2: -

Purchasers' aim to purchase a brand that bolsters a reason related promoting effort is

more noteworthy for those progressively engaged with the reason.

Hypothesis 3: -

Shoppers in developing markets will have progressively uplifting mentalities toward

organizations and worldwide brands that participate in cause-related advertising.

We found that all the speculations were acknowledged and characterizes the announcement. Cause-

related promoting is a respectably new region of study, despite the way that there are an extending

number of studies on various subjects related to it. Points of view toward CRM, as going before

purchaser purchasing conduct, are one of the key zones and are similarly the subject of this

assessment. The standard end is that customer mindsets toward CRM are related to the thing type,

being logically extraordinary by virtue of products or principal things. In like manner, the most critical

implications for associations is that the CRM campaign might be logically productive if it was

associated with a realistic or utilitarian thing. Thusly, the thing type can have any sort of impact since

it can influence how people see a CRM program. In any case, we should consider certain requirements

at this moment. To begin with, we ought to be mindful while moving this result to other geographical

and social settings considering the way that the effect on client responses could be one of a kind.

Second, various variables could affect mindsets, so results could vacillate. Finally, and from

everything referenced above, we propose the improvement of new examinations and other research

related to CRM.

Cause related advertising is one piece of the arrangement of ways that organizations can utilize/react

to expand requests, empowering the organizations to add to the advancement of the social orders

wherein they work, just as empowering them to fabricate long haul benefits for brands. Huge

enterprises assume a consistently expanding job in the worldwide economy thus greatly affect

worldwide society. The corporate houses are reliant on the general public for their business exercises,

and thus they should be socially dependable. Individuals in the double job as customers and residents

will anticipate that organizations should utilize their capacity and impact broadly and to address

their issues all the more adequately.




APPENDIX

Questionnaire that was used for findings of the above research project is included below:

Consumer Perception Towards Cause Related Marketing

We, the students of MBA are conducting a survey regarding Consumer Perception towards Cause-

Related Marketing campaigns. The study here is part of our curriculum where we require your honest

response & cooperation. We assure you that any information provided would be kept confidential

and would be used for academic purpose only.

Cause-Related Marketing is a special technique where a brand deals are related to a social reason or open cause.

* Required

1. Age group *

o Below 20

o 20-40

o 40-60

o 60+

2. Gender *

o Male

o Female

o 3. Qualification *

o 10+2

o Under-Graduate

o Graduate

o Post Graduate

4. At any point have you known about Cause-Related Marketing?

o Yes

o No

o I don't remember

5. Have you seen any campaign related to Cause Related Marketing recently?

o Yes

o No

o May be




6. Brand associated with a social cause are attractive.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

7. I would buy products related to social cause.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

8. I can recall a brand by its cause-related marketing campaign.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

9. Social Cause gives good image to the brand or company.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

10. I would purchase the product even if it is not related to social cause.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

11. I would stop purchasing the product if I found out that money is wasted.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree




12. I feel glad to be related with the brand that underpins social reason

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

13. Social reason crusades positively affect brand mindfulness

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

14. In the event that cost and quality are same I couldn't imagine anything

better than to switch for a brand which do Cause-related showcasing.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

15. I might want to buy the items explicitly for social reason.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

16. I would love to involve in social cause for a brand.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

17. I attempt to impact purchaser's buy choice for an item identified with social reason.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree




18. I support "DETTOL'S-Banega Swachh India" campaign.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

19. I believe that "TATA TEA-Jaago Re" campaign has increased the awareness level


o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

20. I support "P&G's Shiksha initiative" which aims to educate the under-privileged

children.

o Strongly Agree

o Agree

o Neutral

o Disagree

o Strongly Disagree

SPSS

Data View:




Variable View:




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