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Outcomes of cause related marketing: a demographic analysis

Author

Listed:
  • Ahmad, Syed Tauqeer
  • Batool, Irem
  • Quarshi, Salman Ali
  • Hunjra, Ahmed Imran
  • Niazi, Ghulam Shabbir Khan

Abstract

The purpose of this study determines the cause related marketing practices in Fast Moving Consumer Goods industry. Further this study investigates the relationship among the determinants of CRM and demographic variables. The sample size of this study was 629. The concern respondents were the post graduate students and employees of different universities and organizations. SPSS was used to analyze the data. This study finds that CRM is proven as strategic tool with multi-dimensional objectives like aligning their brand with worthy cause, by promising to contribute in monetary terms. Their sales increase and fulfill their corporate social responsibility that both are the main goals of any company. By this way companies make better positive image in the society.

Suggested Citation

  • Ahmad, Syed Tauqeer & Batool, Irem & Quarshi, Salman Ali & Hunjra, Ahmed Imran & Niazi, Ghulam Shabbir Khan, 2010. "Outcomes of cause related marketing: a demographic analysis," MPRA Paper 40692, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:40692
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    File URL: https://mpra.ub.uni-muenchen.de/40692/1/MPRA_paper_40692.pdf
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    Citations

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    Cited by:

    1. Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.
    2. Thamaraiselvan Natarajan & Senthil Arasu Balasubramaniam & Daniel Inbaraj Jublee, 2016. "A Journey of Cause Related Marketing from 1988 to 2016," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(11), pages 247-247, October.

    More about this item

    Keywords

    Cause Related Marketing; Sales; Corporate social responsibilities; Demographic analysis; FMGC;
    All these keywords.

    JEL classification:

    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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