Outcomes of cause related marketing: a demographic analysis

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

MPRA Paper from University Library of Munich, Germany

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.

Keywords: Cause Related Marketing; Sales; Corporate social responsibilities; Demographic analysis; FMGC (search for similar items in EconPapers)
JEL-codes: O14 (search for similar items in EconPapers)
Date: 2010
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Middle-East Journal of Scientific Research 2.10(2011): pp. 260-269

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:40692

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