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Cause Related Marketing and Its Impact on the Purchasing Behavior of the Customers of Bangladesh: An Empirical Study

Author

Listed:
  • Mujahid Mohiuddin Babu

    (East West University, Bangladesh)

  • Md. Mohiuddin

    (University of Dhaka, Bangladesh)

Abstract

Marketing, now, is not merely about only the market. The focal point is getting wider day by day. The companies are devising different schemes to contribute to societal development activities along with their attainment of corporate goals and objectives. Cause related marketing is one of those tactics that enables the marketers to involve the customers directly into the process. This study tries to portray whether the customers purchasing behavior or brand preference are influence by such marketing program. The demographic variables have great influence on the purchasing decision making process of customer. Whether that is also being influenced by companies cause related marketing program is also explored here. The findings have showed that a customer is influenced by the companies’ cause related marketing programs while adopting a new brand or executing its purchase intension and the customers prefer to support generally health and life saving issues.

Suggested Citation

  • Mujahid Mohiuddin Babu & Md. Mohiuddin, 2008. "Cause Related Marketing and Its Impact on the Purchasing Behavior of the Customers of Bangladesh: An Empirical Study," AIUB Bus Econ Working Paper Series AIUB-BUS-ECON-2008-05, American International University-Bangladesh (AIUB), Office of Research and Publications (ORP), revised Feb 2008.
    • Handle: RePEc:aiu:abewps:05
    as

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    References listed on IDEAS

    as
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    2. Webster, Frederick E, Jr, 1975. "Determining the Characteristics of the Socially Conscious Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 188-196, December.
    3. Lichtenstein, Donald R & Bearden, William O, 1989. "Contextual Influences on Perceptions of Merchant-Supplied Reference Prices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 55-66, June.
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