Title: Consumer product preferences of organisations that use cause-related marketing - taking the less travelled road

Authors: Geetika Jain; Rajshree Singh

Addresses: UPTU, Lucknow, India ' ABS, AU, Noida, India

Abstract: Due to immense competition, organisations are trying to do something different from the other organisations as a part of their strategic initiative. It has been seen that every organisation takes various initiative to do 'something good' towards the society. Cause-related marketing is one of them. Due to its positive impacts, CRM has emerged as a strategic initiative to improve the brand health and positive influence. This study is an attempt to understand the various cause-related marketing practices done by various organisations and their influence on the consumer buying behaviour. The objective of this study is to understand the 'young' Indian consumer behaviour and their buying intention towards the cause-related marketing. The study will also include various dimensions of cause-related marketing and its influence on consumer buying behaviour. A sample of 200 respondents was used to examine the study.

Keywords: consumer behaviour; buying behaviour; consumer perceptions; cause-related marketing; CRM; market segmentation; consumer preferences; product preferences; purchasing behaviour; India; buying intentions; youth; young people.

DOI: 10.1504/IJBCG.2016.079945

International Journal of Business Competition and Growth, 2016 Vol.5 No.1/2/3, pp.137 - 151

Received: 17 Jun 2015
Accepted: 24 Jun 2016
Published online: 22 Oct 2016 *

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