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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1634
Title: | Consumers' Motivation for Participating in Cause Related Marketing: An Exploratory Study |
Authors: | Harish Chaudhry Shruti Gupta |
Keywords: | Cause marketing Qualitative approach Consumer behavior Marketing strategy CRM |
Issue Date: | 2015 |
Publisher: | Indian Journal of Marketing |
Abstract: | The paper investigated the consumers' perceptions of cause marketing efforts of companies by examining the real-life experiences of the customers. Cause marketing initiatives are increasingly becoming a prominent aspect of the marketing mix; a lot of companies are jumping onto the bandwagon, primarily to distinguish themselves in the homogeneous markets. However, it is only a recent phenomenon that the companies are beginning to appreciate how corporate giving can be adopted as an effective marketing strategy. The paper, by using a qualitative approach, attempted to understand the meaning of CRM from the consumers' perspective: As to what influences the decision making on the part of the consumers? It identified various motivational factors that drive the behavior of consumers exposed to a CRM initiative. The paper provides valuable insights to academicians and practitioners as to how to communicate and what to emphasize while designing cause marketing communication initiatives. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1634 |
Appears in Collections: | Article Archives |
Files in This Item:
File | Description | Size | Format | |
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Consumers• Motivation for Participating in Cause Related Marketing.pdf Restricted Access | Consumers• Motivation for Participating in Cause Related Marketing | 3.24 MB | Adobe PDF | View/Open Request a copy |
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