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Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing

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  • Lucyna Witek

    (Rzeszow University of Technology, The Faculty of Management, Department of Marketing, ul. Powstańców Warszawy 8, 35-959 Rzeszów, Poland)

Abstract

It is the objective of this paper to analyse the attitudes of consumers towards CRM in terms of age, sex and education, and also in those of their financial situation. The research was conducted with the application of a direct survey in the period since 1st December, 2015, until 31st January, 2016. For the purpose of the analysis, 390 surveys, which had been completed in a correct way, were accepted. Those were presented to the respondents with the application of the five-point Likert scale in order to determine the degree of the acceptance of every single statement. This study leads to the conclusion that consumers have positive attitudes towards CRM programs. As many as 46.9 % of respondents buy products related to CRM, while 36.3 % do it impulsively. Consumers are aware of the marketing motives of running CRM (72.3 %). Only 27.7 % of respondents are willing to pay a higher price for CRM products. Young, educated women who are residents of large cities have the most favorable attitudes toward CRM. Cause Related Marketing is positively received by consumers and particularly expected in the sector of food products and products for children. The results of the research contribute to perfecting the hitherto-applied marketing activities, and also make it possible for the development of solutions within the scope of the effectiveness of CRM to take place.

Suggested Citation

  • Lucyna Witek, 2016. "Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2173-2182.
    • Handle: RePEc:mup:actaun:actaun_2016064062173
    DOI: 10.11118/actaun201664062173
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    References listed on IDEAS

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    1. Chun-Tuan Chang & Zhao-Hong Cheng, 2015. "Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 127(2), pages 337-350, March.
    2. Zhiang (John) Lin & Haibin Yang & Bindu Arya, 2009. "Alliance partners and firm performance: resource complementarity and status association," Strategic Management Journal, Wiley Blackwell, vol. 30(9), pages 921-940, September.
    3. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
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    Cited by:

    1. BARTOSOVA Simona & POLIACIKOVA Eva & MUSOVA Zdenka, 2022. "Consumers´ Perception of Responsible Companies and Using of Cause-Related Marketing in their CSR Practice," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 02, June.
    2. Ingrida Košičiarová & Zdenka Kádeková & Mária Holotová & Ľubica Kubicová & Kristína Predanocyová, 2020. "Consumer Preferences in the Content of Loyalty to the Yoghurt Brand," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 12(1), March.
    3. Kristína Predanocyová & Peter Šedík & Ľubica Kubicová & Elena Horská, 2018. "Consumption and Offer of Organic Food on the Slovak Market," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(5), pages 1315-1323.
    4. Mohannad A. M. Abu Daqar & Ahmad K. A. Smoudy, 2019. "The Impact of Consumer Buying Behavior on Customer Relationship Management in the Banking Sector," International Review of Management and Marketing, Econjournals, vol. 9(4), pages 39-46.
    5. Marco Lerro & Maria Raimondo & Marcello Stanco & Concetta Nazzaro & Giuseppe Marotta, 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry," Sustainability, MDPI, vol. 11(2), pages 1-16, January.
    6. Šontaitė-Petkevičienė Miglė & Grigaliūnaitė Rūta, 2021. "The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation," Management of Organizations: Systematic Research, Sciendo, vol. 85(1), pages 107-126, June.
    7. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.

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