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

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

AIUB Bus Econ Working Paper Series from American International University-Bangladesh (AIUB), 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.

Pages: 16
Date: 2008-02, Revised 2008-02
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