A study on Cause Related Marketing: An insight into Indian Consumer’s perception

  BhupendraSingh

Cause-Related Marketing is considered as a strategic innovative business tool to market the products and to strengthen consumer attachment with organizations. This empirical study has attempted to understand the consumer’s perception towards the CRM campaign and try to explore whether CRM played a pivotal role for its brand association with consumers, the pricing strategy for CRM products, preferred cause for donation of CRM product and the kind of image generates for CRM product. Quantitative data was collected from 216 consumers of varied demography. The results showed that health and Education are most preferred cause which appeal customer more for donation by way of purchasing the products and about 2/3 customers of survey revealed that CRM generates a positive image about the organizations and products. From managerial perspective, CRM is a win-win strategy for both parties (commercial organization & non-profit organization) and customer feel happiness as they are serving for the betterment of the society. This research also highlights the importance of choosing NGO because it matters a lot for customers. Cause related marketing has become increasingly popular, it is explored by survey method in this study how consumers respond, and how consumers think and feel about cause-related marketing.

Keywords- Cause related marketing,strategy, business tool

Unique Identification Number - IJEDR1904118
Page Number(s) - 715-722
Pubished in - Volume 7 | Issue 4 | December 2019
DOI (Digital Object Identifier) -   
Publisher - IJEDR (ISSN - 2321-9939)

  BhupendraSingh,   "A study on Cause Related Marketing: An insight into Indian Consumer’s perception", International Journal of Engineering Development and Research (IJEDR), ISSN:2321-9939, Volume.7, Issue 4, pp.715-722, December 2019, Available at :http://www.ijedr.org/papers/IJEDR1904118.pdf