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

Mujahid Mohiuddin Babu () and Md. Mohiuddin ()
Additional contact information
Mujahid Mohiuddin Babu: East West University, Bangladesh
Md. Mohiuddin: University of Dhaka

No AIUB-BUS-ECON-2008-05, AIUB Bus Econ Working Paper Series from American International University-Bangladesh, Office of Research and Publications (ORP)

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.

New Economics Papers: this item is included in nep-mkt
Date: 2008-02
View list of references

Downloads: (external link)
http://orp.aiub.edu/FileZone/OtherFiles/orpadmin-8 ... BUS-ECON-2008-05.pdf First version, (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Access Statistics for this paper

More papers in AIUB Bus Econ Working Paper Series from American International University-Bangladesh, Office of Research and Publications (ORP)
Series data maintained by Md. Abdur Rahman ().