Impact of Cause-Related Marketing on Consumer Buying Behavior

Authors

  • Femy Moni St. Aloysius College, Thrissur.
  • Reshmy St. Aloysius College, Thrissur.
  • Nanet Joy St. Aloysius College, Thrissur.
  • Roji St. Aloysius College, Thrissur.
  • Cleetus Johnson St. Aloysius College, Thrissur.

DOI:

https://doi.org/10.12725/ujbm.57.2

Keywords:

Cause Related Marketing, Consumer Behavior, Effectiveness

Abstract

 In recent era, cause-related marketing has become a
common term since it emerged in the 1980s. Consumers
are the major stakeholders for organisations and their
views and satisfaction or agreements are of utmost
importance while making strategies. Thus this paper
attempts to study the impact of cause-related marketing
on consumer buying behaviour. The sample consists of
187 rural consumers in Thrissur district collected with the
help of a standardized questionnaire. The data was
analysed using descriptive statistics as well as analytical
statistics. The paper does not focus on specific product or
companies but attempts to get a general idea of
consumers. From the analysis it is clear that 38.5 percent
of respondents have no idea regarding the term causerelated marketing but unknowingly participate in CRM
initiatives. This research paper infers that CRM has a high
impact on consumer buying behaviour.

Author Biographies

Femy Moni, St. Aloysius College, Thrissur.

Department of Commerce, St. Aloysius College, Thrissur, Kerala, India.

Reshmy, St. Aloysius College, Thrissur.

Department of Commerce, St. Aloysius College, Thrissur, Kerala, India.

Nanet Joy, St. Aloysius College, Thrissur.

Department of Commerce, St. Aloysius College, Thrissur, Kerala, India.

Roji, St. Aloysius College, Thrissur.

Department of Commerce, St. Aloysius College, Thrissur, Kerala, India.

Cleetus Johnson, St. Aloysius College, Thrissur.

Department of Commerce, St. Aloysius College, Thrissur, Kerala, India.

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Published

2021-10-01

How to Cite

Moni, F., Reshmy, Joy, N., Roji, & Johnson, C. (2021). Impact of Cause-Related Marketing on Consumer Buying Behavior. Ushus Journal of Business Management, 20(4), 15-26. https://doi.org/10.12725/ujbm.57.2

Issue

Vol. 20 No. 4 (2021): Ushus Journal of Business Management

Section

Articles

License

Copyright (c) 2022 Femy Moni, Reshmy N S, Nanet Joy, Roji K R, Cleetus Johnson

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.