Professional Documents
Culture Documents
All Compiled
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CERTIFICATE
This is to certify that Jahnvi Gupta, Reg. no. 1211230 is a
bonafide student of Bachelor of Business Administration of
Christ University, Bengaluru and she has prepared and
submitted the project report, titled A study on the increased
competitive advantage by the use of Social Cause Related
Marketing in partial fulfillment of the requirements for the
award of the Degree of Bachelor of Business Administration of
Christ University, Bengaluru, for the academic year 2014-2015.
Place: Bengaluru
Date:
CERTIFICATE
This is to certify that the project report, titled A study on the
increased competitive advantage by the use of Social Cause
Related Marketing submitted to Christ University, in partial
fulfillment of the requirements for the award of the Degree of
Bachelor of Business Administration, is a record of original
research work done by Jahnvi Gupta, during the period 2014
2015 in the Department of Management Studies at Christ
University, Bengaluru, under my supervision and guidance. The
project report has not formed the basis for the award of any
Degree/ Diploma/ Associate ship/ Fellowship or other similar title
of recognition to any candidate of any University.
Date:
Prof. Sriram M.
DECLARATION
I, Jahnvi Gupta, hereby declare that the project report, titled A
study on the increased competitive advantage by the use of Social
Cause Related Marketing submitted to Christ University, in partial
fulfillment of the requirements for the award of the Degree of
Bachelor of Business Administration is a record of original and
independent research work done by me during 20142015 under
the supervision and guidance of Prof. Sriram M., Department of
Management Studies and it has not formed the basis for the award
of any Degree/ Diploma/ Associate ship/ Fellowship or other
similar title of recognition to any candidate of any University.
Date:
Jahnvi Gupta
1211230
6BBA-B
ACKNOWLEDGEMENT
I am indebted to many people who helped me accomplish this
research project successfully. First, I thank the Vice Chancellor
Rev Fr Con Dr. Thomas C Matthew of Christ University for giving
me the opportunity to do my project. I thank Prof. Suresh Pai,
Associate dean, Dr. Jain Mathew, Head of department, Department
of Management Studies for their kind support. I thank Prof. Sriram
M. for his constant support and guidance during the course of my
project. I thank my parents for their blessings and support, without
which this project would not have seen the light of day.
Jahnvi Gupta
Table of Content
S.No
1.1
1.2
1.3
1.4
1.5
2
2.1
2.2
2.3
2.5
3
3.1
3.2
3.3
3.4
3.5
3.6
4
4.1
4.2
5.1
5.2
5.3
Title
Executive Summary
CHAPTER 1
Introduction to Marketing
Competitive Advantage
Social Cause
Cause Related Marketing
Review of Literature
CHAPTER 2
Industry Profile
Proctor and Gamble Co.
Hindustan Unilever Ltd.
ITC Ltd.
Tata Tea Ltd.
CHAPTER 3
Research Methodology and procedures
Objectives of the study
Research Design
Participants
Data Collection
Software used
Limitations of the Study
CHAPTER 4
Data Analysis And Interpretations
Descriptive Analysis
Inferential Analysis
CHAPTER 5
Findings
Recommendation
Conclusion
References
Annexure
Page No.
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3
7
8
8
13
19
20
21
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25
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70
71
72
List Of Tables
Table No.
4.1.1.1
4.1.2.1
4.1.3.1
4.1.4.1
Name
Company associate its brand with CRM
Corporate should promote its brand with CRM
CRM related Marketing Promotions
Simple to identify the company with its cause
Page no.
27
28
29
30
31
32
33
4.1.7.2
4.1.7.3
society
Important for a company to be socially responsible
CRM have a positive impact on countrys
development growth
CRM is sometimes misused for profits
Descriptive Analysis
4.1.7.4
4.1.7.5
4.1.8.1 Stop using the products of the company
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35
36
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42
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List Of Figures
Table
Table Name
Page
No.
4.1.1.1
4.1.2.1
4.1.3.1
4.1.4.1
4.1.5.1
4.1.6.1
4.1.7.1
4.1.7.2
4.1.7.3
4.1.7.4
4.1.8.1
4.1.9.1
4.1.10.1
4.1.11.1
4.1.12.1
4.1.13.1
4.1.13.2
4.1.13.3
4.1.13.4
4.1.13.5
4.1.14.1
4.1.15.1
4.1.15.2
4.1.15.3
4.1.15.4
4.1.15.5
4.1.16.1
4.1.17.1
4.1.17.2
4.1.17.3
4.1.17.4
4.1.17.5
4.1.18.1
4.1.19.1
4.1.19.2
4.1.19.3
4.1.19.4
4.1.19.5
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Executive Summary
To study the increased competitive advantage of companies by the use of
Social Cause Related Marketing.
The main purpose of this study is to know the concept of Cause Related
Marketing that is nowadays widely and extensively used by many big
organizations to build a competitive advantage and to create brand equity.
CRM is about forging long-term relationships between businesses & nonprofit organizations to market an image, product, service or cause for mutual
benefit. It provides the emotional as well as the rational engagement of the
consumer with the brand. Cause Related Marketing helps an organization to
cater more customers by acting socially responsible towards the society. In the
research it has been explained the concept of Cause Related Marketing by
taking four famous examples i.e. Tata Tea Jaago re and P&G Shiksha
Campaigns, ITC Ltd, Hindustan Unilever Ltd. According to the secondary
data, it is generally been noticed that a customer picks a product, which is into
promoting social campaigns as those products have a good image in the minds
of the customers. Even rural audiences have the tendency to purchase such
products because they can relate that campaigns to their well-being, growth
and development. Such social campaigns had faced a huge success in todays
scenario because people thinks that it is important for a company to be
consumer oriented but it is very important for a company to show concern
towards the society and should contribute something good for the well being
of the society. To check the impact of such social campaigns in the mind of the
customers and to know how such campaign influence people to buy a product
or how it effects their purchase decision, a small survey was conducted with a
sample size of 220 and result concluded out of it. The data shows that it is
very important factor of purchase decision for the customers but there are
other factors too, still Cause Related Campaigns influence customers to buy a
product. Further in this report the responses are collected by showing the print
advertisements of four known Cause Related Marketing Campaigns and data
is collected which tells that people recall such advertisements quickly and has
a good perception about the company. However, some people have doubt in
their minds that whether the companies are actually pay this amount to nonprofit organizations or not.
Chapter I
Introduction
more than fulfill the clients answer all their inquiries and request a referral it
is that basic.
Each little business manager's objective is to benefit and grow, and without
marketing, this is not going to happen.
Functions of Marketing
It alludes to those practice exercises that you as a marketer must perform with
a specific end goal to accomplish your set marketing destinations.
Research function:
The Research function of marketing is that function of marketing that
empowers you to create sufficient data in regards to your specific
market of target. You must do sufficient exploration to recognize the
size, conduct, society, accept, gender orientations and so on of your
target market fragment, their needs and need, and after that create
viable item that can meet and fulfill these market needs and need.
Purchase function
The Purchase is performed so as to procure quality materials for
creation. When you plan a decent item idea, you ought to additionally
guarantee you're purchasing the crucial materials for the item. This
capacity is done by the buy and supply office, however your details of
materials goes far in supporting the obtaining division to get the vital
Production function:
Production is the function performs by the production department.
Though, this is interrelated to the department of marketing, because
your product must possess the essential characteristics that can meet
the target market needs and want as identified during your market
etc.
Promotion function:
Promotion is one of the core functions of marketing since your finish
product must not remain in the place of production, hence, you as a
marketer must design effective communication strategies to informing
time.
Financing function:
iii.
iv.
v.
administration.
Marketing is Consumer Oriented:
orders have diverse discernments. Social issues are recognized from economic
issues; in any case, a few issues, (for example, immigration) have both social
and financial viewpoints. There are additionally issues that don't fall into
either classification, for example, wars.
Examples of few social causes maybe, Social stratification, Economic issues,
Social disorganization, Age and the life course, Inequality, Education and
public schools, Work and occupations, Environmental racism, Abortion, etc.
In todays world CRM has different types of versions but in generally its is a
agreement which is done between business and non-profit to raise fund for a
particular cause. CRM program is not an unknown or low-key donation to a
nonprofit.
Product sales. Think of the Red campaign that has brought together
many companies to sell specially branded products (a red Gap T-shirt or a
red iPod for instance) with a portion of the selling price going to the Global
Fund for HIV/AIDS prevention.
gives it to the nonprofit with which it has partnered. Promotion of the cause
is usually pretty low-key but that makes these programs easy to set up and
they are quick so a business can respond to, say, a natural disaster in a
timely way.
Social
or
public
service
marketing
programs. Social
It boosts sales.
It helps a firm stand out in a crowded marketplace.
It builds a company that employees are proud to work for.
Breaking through advertising clutter
Low cost exposure
The ability to sway selective consumers who want to support the cause
A broader customer base
campaign has been influenced by their relation to the cause and donation size
from that campaign has been influenced by their relation to the cause and
donation size from that campaign. The results of the research, i.e. that personal
relation to a cause of the campaign and donation size from a single sale
positively influence consumers purchasing intention to buy a brand that is a
subject of CRM campaign. These results correspond to the results of previous
research.
The research done by Garg, (2007) on Social cause related marketing and its
impact on customer Brand preferences the objectives of the study were to
understand the impact of cause related marketing on corporate brand image
and on sales and customers brand loyalty. The author adopts a descriptive
research design that helps to portray the characteristics of a group or
individual as a situation. It includes surveys and fact-finding enquiries of
various kinds. Sample size for the study was taken as 200 respondents of
which 100 samples were of the customers and the rest were of the retailers in
Ambala and Yamuna Nagar cities of Haryana. The major findings of the study
were that, the different factors influencing the customers were - Brand Name,
availability, advertisement, price, quality and cause related marketing concept.
Suggesting that, the companies must generate more awareness regarding its
contribution to social causes through TV & Internet advertising as it is directly
related to increase in sales and brand loyalty.
Alcheva, Cai, & Zhao, (2009) conducted a study on This research paper talks
about the connection between the cause-related marketing and buying
behaviour and attitude by exploring consumers perception of CRM strategy,
their attitudes toward the CRM strategies and behavior. The research being
limited to sample of students who took part in the questionnaire. The survey
was designed as a questionnaire with fourteen close-ended questions. The
questionnaire started with the description Case of McDonalds Children
Charity, and the definition of CRM, so that, respondents could better
understand the CRM and to obtain real perception and attitude toward the
CRM, as well as their buying behavior. The findings being that consumers are
more likely to support companies that are engaged in cause campaigns and
tend to develop positive attitude toward this company and its products.
Kim, Kim, & Han, (2005) conducted a research in which; Participants were
presented with six different cause-related marketing contexts, corporate
credibility and product-cause relatedness. The authors try to understand why
cause-related marketing work for some firms more than others? Explaining the
success of a vast number of companies in the various industries sponsoring
causes related to environmentalism, but at the same time, evidently linked to
issues such as deforestation? (Such as pulp industry) The empirical model in
the paper examines how product-cause relatedness and corporate credibility
affect attitudes toward a company and the brand attempting to further break
down the construct of product-cause relatedness according to relevance of a
products risk. Based on the findings, the conclusions are drawn- Firstly;
cause-related marketing has a different effect on attitude toward the brand and
attitude toward the company. In spite of similar patterns in the responses,
attitudes toward the company are far more influenced by the level of corporate
credibility than attitudes toward the brand. On the other hand, consumers
attitude toward the company compared to that of the brand is less affected by
product cause relatedness. It was suggested that product-cause relatedness
directly affects attitude toward the product brand, whereas corporate
credibility directly influence corporate attitude. Shown that the two types of
attitude are highly correlated, these effects are likely to weaken as they are
passed on to company attitude and brand attitude. Attitude toward the brand is
more favorable for firms with a high credibility than for those with low
credibility. When firms support a cause consumers perceive as being related to
the products direct risk (e.g., obesity caused from eating hamburgers), not
only can attitude toward the brand become less favorable compared to when a
non-risk related cause or an unrelated cause is supported, but positive effect of
cause- related marketing actually backfires.
Hunjra, Azam, & Humayoun, (2012) made a study on Cause related marketing
and its impact on sales: mediating by brand loyalty and customer purchase
intention. In this study CRM and sales are tested so as to strike in any relation
capacity, while consistent reasons are best for organizations all the more
firmly connected with social obligation.
Chapter II
Industry Profile
Fabric Care segment, and Head & Shoulders, Pantene, and Rejoice in the Hair
Care
segment.
Today, Proctor & Gamble is the second largest FMCG Company in India after
Hindustan Unilever Limited.
Procter & Gamble (P&G) Cause-Related Marketing initiative
P&G includes conservational sustainability and social conscience to define
sustainability.
P&G Is measured to be the worlds best cause marketer. P&G has been
constantly taking up several CRM initiatives in every country they operate in.
If we talk about Shiksha it is an important part of P&G's philanthropy program
- Live, Learn & Thrive - focused on the development of children in need
across the globe. It is an exceptional method that permits customers in India to
lead social change in the area of education for underprivileged children.
Whenever, a consumer buys a large pack of Ariel, Tide, Vicks, Whisper,
Pantene, Gillette Mach 3, Head & Shoulders, Duracell, Oral B or Pampers
during the months of April - July, P&G donates a part of the profits to its NGO
partners who then organize the funds through various projects across the
country. Irrespective of sales, P&G will commit a minimum of Rs.1crore
towards the donation funds of Shiksha every year. With a motto of Padhega
India, Badhega India - Shiksha believes that the secret to a brighter India lies
in the quality education of our children.
Shiksha has been successful in impacting 150,000 children so far, in
association with leading NGOs - Round Table India (RTI), Child Rights &
You (CRY), NGO Round Table India is spearheading the identification,
establishment, completion and maintenance of RTI Shiksha School projects in
the country as a joint partner bringing onboard expertise in building schools as
well as contribution towards funds.
Strategy used by P&G
o
the cause
Drive mass involvement of consumers with brand Shiksha via exciting
influencer media events which drive word of mouth and awareness of
Shiksha
Partner with a leading media channel by leveraging the cause and also
offering exclusive content
launched Children Books, Slam Books, Geometry Boxes, Pens and Pencils
under the Classmate brand. In 2008, ITC repositioned the business as the
Education and Stationery Products Business and launched India's first
environment friendly premium business paper under the Paperkraft brand.
Paperkraft offers a diverse portfolio in the premium executive stationery and
office consumables segment. ITC introduced Essenza Di Wills, a range of
fragrances and bath & body care products for men and women in July 2005.
The company launched 'Fiama Di Wills' range of Shampoos, Shower Gels and
Soaps in 2007. The Company also launched the 'Superia' range of Soaps and
Shampoos in the mass-market segment in 2007 and Vivel De Wills & Vivel
range of soaps and shampoos in 2008.
ITC ltd. Cause-Related marketing initiative:
ITC has launched their Classmate notebooks with the initiative of donating 1
rupee towards the education of underprivileged students.
ITC Classmate, has also launched a program called Classmate Ideas for India
challenge. This program would be a part of the company's centenary
initiative. The nation-wide program would invite ideas of the youth, who have
the potential to transform India. Classmate Ideas for India challenge plans to
reach out to 25 lakh students across 30 cities, 500 schools and 200 colleges
across the country.
2.4 Tata Tea Ltd.
Tata Tea was set up in 1964 through a joint venture with UK-based James
Finlay and the Tata Group for manufacturing tea and coffee. Currently Tata
Tea and the UK-based Tetley group have the worlds second largest branded
tea operations with a presence in 40 countries. The company has portfolio of
five brands in the domestic market namely Tata Tea, Tetley, Kanan Devan,
Chakra Gold and Gemini. Tata Tea has evolved from being a brand that
promised freshness of the tea gardens, to a brand that awakens every Indian.
We have come to stand for a way of life to our consumers.
The brand enjoys almost 'legendary' status in India as a trusted 'Super brand'
that not only enjoys market leadership in branded packet tea, but has also
transformed the way beverages are marketed through its 'Jaago Re' campaigns.
Tata Tea has promoted social awakening and action encouraging young
people to vote, inviting consumers to pledge against bribery and
through www.jaagore.com bringing citizen volunteers together with 70+
NGOs to give their time for a range of good causes.
The brand has also initiated the Tata Tea Jaago Re Inter Milan Soccer Stars
program. This is a unique soccer tournament that promotes soccer among
school children and helps talented young soccer players in India to access the
best in terms of infrastructure, training and above all an International platform
to exhibit India's future talent.
TATA Tea ltd. Cause-Related marketing initiative:
The company seems to have got the faultless blend of ad campaign and social
awareness programs. When it launched the Jaago Re campaign in 2007, it had
no idea what it stumbled on to. Jaago Re meaning Wake Up was a brand
campaign to bring all the Tata brands of tea.. The marriage between Jaago Re,
a social awakening, and Tata Tea created a case study for any cause marketing
campaign not only because of the scale of the idea but also for its reach.
Mr. Sanjiv Sarin, regional president, South Asia, Tata Global Beverages, says,
"While tea may wake you up, Tata Tea awakens you. The campaign
demonstrated Tata Tea's thought leadership in positioning tea as a medium of
'social awakening' and not just 'physical awakening'.
While the theme matched the anxiety of youngsters, it also helped Tata Tea
reach scale. By propagating their theme during the 2009 elections, the
campaign ensured that it addressed at least 720-780 million people, those
above 18 and eligible to vote.
Company has been able to ride the wave of movements in social activism.
After the buzz of elections died down, and even before anyone could
anticipate the spate of corruption scandals that would unfold in the years to
come, Jaago Re had moved on to the theme of corruption. They decided to
take on a campaign that saw two lakh people pledging never to bribe again.
This is what made Jaago Re a huge success. Tata Tea did not stop there. Since
the online format would help only those with Internet connectivity, it built
teams to go on the ground to help people vote. Talks were organized in over
200 of India's largest colleges and companies to spread the message and to
organize on-the-spot voter registration drives.
The campaign also became agnostic to the medium but loyal to the message.
Tata Tea put its muscle behind every single communication medium: TV, print,
radio, online, and even sent volunteers to places that have no access to these
forms of communication.
Chapter III
Research Methodology
3.3 Participants
A sample size of 220 respondents was taken, with responses from men and
women. Number of male respondents were 131 and female respondents 89.
Company records
Internet
Newspapers
Magazines
Online Journals
Chapter IV
Data Analysis and
Interpretation
Valid
Cumulative Percent
Yes
186
84.5
84.5
84.5
No
34
15.5
15.5
100.0
Total
220
100.0
100.0
Table 4.1.1.1
Fig 4.1.1.1
Inference: 84.55%of people think that it is very important for a company to
associate their brands with Cause Related Marketing.
Q2. Do you think corporate should promote its brand that it is using Cause
Related Marketing?
Valid
Frequency Percent
Valid Percent
Cumulative Percent
Yes
155
70.5
70.5
70.5
No
65
29.5
29.5
100.0
Total
220
100.0
100.0
Table 4.1.2.1
Fig 4.1.2.1
Inference: 70.45% people think that corporate should promote its brand that
they are using CRM activities to promote their brands as well as increase their
goodwill with the help of CRM activities
Strongly Disagree
1.4
1.4
1.4
Disagree
21
9.5
9.5
10.9
Neutral
75
34.1
34.1
45.0
Agree
98
44.5
44.5
89.5
Strongly Agree
23
10.5
10.5
100.0
Total
220
100.0
100.0
Table 4.1.3.1
Fig 4.1.3.1
Inference: 44.55% people agree that they have often see CRM related
marketing promotions and 9.55% people disagree that they had not seen CRM
marketing promotions not often.
Valid
Frequency
Percent
Valid Percent
Cumulative Percent
Yes
192
87.3
87.3
87.3
No
28
12.7
12.7
100.0
Total
220
100.0
100.0
Table 4.1.4.1
Fig 4.1.4.1
Inference: 70.45% people think that corporate should promote its brand that
they are using CRM activities to promote their brands as well as increase their
goodwill with the help of CRM activities.
Q5. Are you ready to pay a bit higher price for the company's product, which
is related to a social cause?
.
Valid Frequency
Percent
Valid Percent
Cumulative Percent
Yes
143
65.0
65.0
65.0
No
77
35.0
35.0
100.0
Total
220
100.0
100.0
Table 4.1.5.1
Fig 4.1.5.1
Inference: 65% of people say that they are ready to pay a bit higher price for
the companys products which are related to a social cause.
Frequency
Percent
Valid Percent
Cumulative
Percent
Yes
160
72.7
72.7
72.7
No
60
27.3
27.3
100.0
Total
220
100.0
100.0
Valid
Table 4.1.6.1
Fig 4.1.6.1
Inference: 72.73% people say that the companies are doing these types of
activities to overcome competition.
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
4.1
4.1
4.1
Disagree
24
10.9
10.9
15.0
Neutral
47
21.4
21.4
36.4
Agree
110
50.0
50.0
86.4
Strongly Agree
30
13.6
13.6
100.0
Total
220
100.0
100.0
Table 4.1.7.1
Fig 4.1.7.1
Inference: 50% of people agree that the companies do CRM activities give a
favorable impression to the society.
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
4.1
4.1
4.1
Disagree
.9
.9
5.0
Neutral
48
21.8
21.8
26.8
Agree
113
51.4
51.4
78.2
Strongly Agree
48
21.8
21.8
100.0
Total
220
100.0
100.0
Table 4.1.7.2
Fig 4.1.7.2
Inference: 51.63% think that in todays Scenario it is important for a company
to be socially responsible.
Strongly Disagree
12
5.5
5.5
5.5
Disagree
19
8.6
8.6
14.1
Neutral
82
37.3
37.3
51.4
Agree
80
36.4
36.4
87.7
Strongly Agree
27
12.3
12.3
100.0
Total
220
100.0
100.0
Table 4.1.7.3
Fig 4.1.7.3
Inference: 36.4% people agree that CRM have appositive impact on the
society that helps the company to do lots of CRM activities for the growth of
the company.
Strongly Disagree
21
9.5
9.5
9.5
Disagree
.9
.9
10.5
Neutral
58
26.4
26.4
36.8
Agree
77
35.0
35.0
71.8
Strongly Agree
62
28.2
28.2
100.0
Total
220
100.0
100.0
Table 4.1.7.4
Fig 4.1.7.4
Inference: 35% of respondents agree that the some corporate in India think
that the corporate who doing CRM activities are sometimes misused it only for
profit.
Descriptive Statistics
N
Minimu
m
Maximu
m
Mean
Std.
Deviation
220
3.58
.992
220
3.86
.908
220
3.41
.996
220
3.73
1.162
220
Table 4.1.7.5
Q8. Will you stop using the products of the company if they stop contributing
to a social cause?
Valid
Frequency
Percent
Valid Percent
Cumulative Percent
Yes
85
38.6
38.6
38.6
No
135
61.4
61.4
100.0
Total
220
100.0
100.0
Table 4.1.8.1
Fig 4.1.8.1
Inference: 61.36% people say that they will not stop using the products of the
company if they stop contributing to a social cause.
126
25%
TV
160
31%
Billboards
23
5%
Internet
116
23%
Campaigns
81
16%
Other
1%
Table 4.1.9.1
Sales
Newspaper
TV
Billboards
Internet
Campaigns
Other
Fig 4.1.9.1
Inference: 31% of people think that TV is the best source to promote Cause
Related Marketing.
Q10. If you have to choose between different brands with the same price and
quality, you will choose the brand that you know supports a social cause.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
10
4.5
4.5
4.5
Disagree
18
8.2
8.2
12.7
Neutral
49
22.3
22.3
35.0
Agree
106
48.2
48.2
83.2
Strongly Agree
37
16.8
16.8
100.0
Total
220
100.0
100.0
Table 4.1.10.1
Fig 4.1.10.1
Inference: 48.18% respondents agree that between different brands with the
same price and quality, they will choose the brand that they know supports a
social cause.
Q11. Do you agree most statements made by the companies in advertising or
product labels about supporting a social cause are true and they are actually
spending that amount on some noble social cause?
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
2.3
2.3
2.3
Disagree
32
14.5
14.5
16.8
Neutral
85
38.6
38.6
55.5
Agree
81
36.8
36.8
92.3
Strongly Agree
17
7.7
7.7
100.0
Total
220
100.0
100.0
Table 4.1.11.1
Fig 4.1.11.1
Inference: 36.82% respondents agree that the most statements made by the
companies in advertising or product labels about supporting a social cause are
true and they are actually spending that amount on some noble social cause.
Q12. Try to identify this advertisement and answer the below questions
accordingly:
I remember this Ad campaign
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
.9
.9
.9
Disagree
16
7.3
7.3
8.2
Neutral
54
24.5
24.5
32.7
Agree
109
49.5
49.5
82.3
Strongly Agree
39
17.7
17.7
100.0
Total
220
100.0
100.0
Table 4.1.12.1
Fig 4.1.12.1
Inference: 49.55% respondents remember this Ad campaign. This seems that
the corporate is making a good effort in CRM activities.
Valid
Strongly
Disagree
2.7
2.7
2.7
Disagree
21
9.5
9.5
12.3
Neutral
49
22.3
22.3
34.5
Agree
119
54.1
54.1
88.6
Strongly Agree
25
11.4
11.4
100.0
Total
220
100.0
100.0
Table 4.1.13.1
Fig 4.1.13.1
Inference: 54.09% respondents agree that the message given by this campaign
is understandable to them.
Cumulative
Frequency Percent Valid Percent
Percent
Valid
Strongly
Disagree
2.7
2.7
2.7
Disagree
19
8.6
8.6
11.4
Neutral
66
30.0
30.0
41.4
Agree
110
50.0
50.0
91.4
Strongly Agree
19
8.6
8.6
100.0
Total
220
100.0
100.0
Table 4.1.13.2
Fig 4.1.13.2
Inference: 50% of respondents agree that the message they want to give
through this ad campaign of CRM is authentic.
Strongly Disagree
2.3
2.3
2.3
Disagree
16
7.3
7.3
9.5
Neutral
75
34.1
34.1
43.6
Agree
103
46.8
46.8
90.5
Strongly Agree
21
9.5
9.5
100.0
Total
220
100.0
100.0
Fig 4.1.13.3
Fig 4.1.13.3
Inference: 46.82% of respondents agree that the benefits described in
the Ad are believable to me.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
1.8
1.8
1.8
Disagree
23
10.5
10.5
12.3
Neutral
98
44.5
44.5
56.8
Agree
80
36.4
36.4
93.2
Strongly Agree
15
6.8
6.8
100.0
Total
220
100.0
100.0
Fig 4.1.13.4
Fig 4.1.13.4
Inference: 36.36% respondents think after viewing this ad they are ready to
buy this product as it is doing a CRM campaign.
E) This Ad is much better than other Ads for products in this product
category.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
1.8
1.8
1.8
Disagree
25
11.4
11.4
13.2
Neutral
85
38.6
38.6
51.8
Agree
86
39.1
39.1
90.9
Strongly Agree
20
9.1
9.1
100.0
Total
220
100.0
100.0
Fig 4.1.13.5
Fig 4.1.13.5
Inference: 39.09% respondents say that CRM campaign ad of this product is
much better than the other ads for products in this same product category.
Minimu
m
Maximu Mea
Std.
m
n Deviation
3.62
.906
3.53
.873
3.54
.851
3.36
.829
3.42
.875
22
0
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
2.3
2.3
2.3
Disagree
2.7
2.7
5.0
Neutral
34
15.5
15.5
20.5
Agree
129
58.6
58.6
79.1
Strongly Agree
46
20.9
20.9
100.0
Total
220
100.0
100.0
Table 4.1.14.1
Fig 4.1.14.1
Inference: 58.64% respondents agree that they remember this ad campaign
completely
Q15.Based on the above advertisement, answer the following.
Please mark on your opinion
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
1.8
1.8
1.8
Disagree
10
4.5
4.5
6.4
Neutral
41
18.6
18.6
25.0
Agree
122
55.5
55.5
80.5
Strongly Agree
43
19.5
19.5
100.0
Total
220
100.0
Table 4.1.15.1
100.0
Fig 4.1.15.1
Inference: 55.45% respondents agree that the message is understandable to
them and they can easily get to know what the corporate is trying to say.
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
1.8
1.8
1.8
Disagree
3.2
3.2
5.0
Neutral
57
25.9
25.9
30.9
Agree
117
53.2
53.2
84.1
Strongly Agree
35
15.9
15.9
100.0
Total
220
100.0
100.0
Table 4.1.15.2
Fig 4.1.15.2
Inference: 53.18% respondents agree that the message in the ad Authentic to
the customers.
Cumulative
Percent
Strongly
Disagree
2.3
2.3
2.3
Disagree
2.7
2.7
5.0
Neutral
58
26.4
26.4
31.4
Agree
114
51.8
51.8
83.2
Strongly Agree
37
16.8
16.8
100.0
Total
220
100.0
Table 4.1.15.3
100.0
Fig 4.1.15.3
Inference: 51.82% respondents agree that the benefits described in the ad are
believable to them and they can easily trust on this ad.
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
1.8
1.8
1.8
Disagree
3.6
3.6
5.5
Neutral
67
30.5
30.5
35.9
Agree
104
47.3
47.3
83.2
Strongly Agree
37
16.8
16.8
100.0
Total
220
100.0
Table 4.1.15.4
100.0
Table 4.1.15.4
Inference: 47.27% respondents agree that the after viewing this ad, they
would consider purchasing this product.
E) This Ad is much better than other Ads for products in this product
category.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
2.7
2.7
2.7
Agree
10
4.5
4.5
7.3
Neutral
71
32.3
32.3
39.5
Agree
95
43.2
43.2
82.7
Strongly Agree
38
17.3
17.3
100.0
Total
220
100.0
Table 4.1.15.5
100.0
Table 4.1.15.5
Inference: 43.18% think that this ad is much better than other ads for products
in product category.
Descriptive Statistics
N
Minimu
m
Maximu Mea
Std.
m
n Deviation
3.86
.844
3.78
.815
3.78
.837
3.74
.846
3.68
.907
22
0
Table 4.1.15.6
Q16. Try to identify this advertisement and answer the below questions
accordingly:
I remember this Ad campaign
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
2.3
2.3
2.3
Disagree
.9
.9
3.2
Neutral
24
10.9
10.9
14.1
Agree
123
55.9
55.9
70.0
Strongly Agree
66
30.0
30.0
100.0
Total
220
100.0
100.0
Table 4.1.16.1
Fig 4.1.16.1
Inference: 55.91%agree that they remember this ad campaign completely.
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
2.7
2.7
2.7
Disagree
2.7
2.7
5.5
Neutral
32
14.5
14.5
20.0
Agree
120
54.5
54.5
74.5
Strongly Agree
56
25.5
25.5
100.0
Total
220
100.0
100.0
Table 4.1.17.1
Fig 4.1.17.1
Inference: 54.55% respondents agree that the message in this ad is
understandable to them.
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
3.6
3.6
3.6
Disagree
1.4
1.4
5.0
Neutral
46
20.9
20.9
25.9
Agree
119
54.1
54.1
80.0
Strongly Agree
44
20.0
20.0
100.0
Total
220
100.0
100.0
Table 4.1.17.2
Fig 4.1.17.2
Inference: 54.09% respondents agree that the message in this ad is
authentic.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
3.2
3.2
3.2
Disagree
1.8
1.8
5.0
Neutral
49
22.3
22.3
27.3
Agree
113
51.4
51.4
78.6
Strongly Agree
47
21.4
21.4
100.0
Total
220
100.0
100.0
Table 4.1.17.3
Fig 4.1.17.3
Inference: 51.36% respondents agree that the benefits described in the ad are
believable to them.
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
.5
.5
.5
Disagree
11
5.0
5.0
5.5
Neutral
61
27.7
27.7
33.2
Agree
97
44.1
44.1
77.3
Strongly Agree
50
22.7
22.7
100.0
Total
220
100.0
100.0
Table 4.1.17.4
Fig 4.1.17.4
Inference: 44.09% of respondents agree that after viewing this a, they would
consider purchasing the product.
E) This Ad is much better than other Ads for products in this product
category.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
.5
.5
.5
Disagree
3.6
3.6
4.1
Neutral
67
30.5
30.5
34.5
Agree
101
45.9
45.9
80.5
Strongly Agree
43
19.5
19.5
100.0
Total
220
100.0
100.0
Table 4.1.17.5
Fig 4.1.17.5
Inference: 45.91% think that this ad is much better than other ads for products
in product category.
Descriptive Statistics
Minimu
m
Maximu Mea
Std.
m
n Deviation
3.97
.870
3.85
.879
3.86
.883
3.84
.850
3.80
.807
22
0
Table 4.1.17.6
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
48
21.8
21.8
21.8
Disagree
52
23.6
23.6
45.5
Neutral
58
26.4
26.4
71.8
Agree
46
20.9
20.9
92.7
Strongly Agree
16
7.3
7.3
100.0
Total
220
100.0
100.0
Table 4.1.18.1
Fig 4.1.18.1
Inference: Only 20.91% respondents say that they remember this ad
completely.
Valid
Strongly
Disagree
43
19.5
19.5
19.5
Disagree
65
29.5
29.5
49.1
Neutral
58
26.4
26.4
75.5
Agree
39
17.7
17.7
93.2
Strongly Agree
15
6.8
6.8
100.0
Total
220
100.0
100.0
Table 4.1.19.1
Fig 4.1.19.1
Inference: 29.55% of respondents disagree that they did not understand the
message what the company is trying to say.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
42
19.1
19.1
19.1
Disagree
61
27.7
27.7
46.8
Neutral
69
31.4
31.4
78.2
Agree
36
16.4
16.4
94.5
Strongly Agree
12
5.5
5.5
100.0
Total
220
100.0
100.0
Table 4.1.19.2
Fig 4.1.19.2
Inference: 31.36% 0f respondents say that they have neutral reaction towards
the authentication of this ad.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
39
17.7
17.7
17.7
Disagree
60
27.3
27.3
45.0
Neutral
79
35.9
35.9
80.9
Agree
31
14.1
14.1
95.0
Strongly Agree
11
5.0
5.0
100.0
Total
220
100.0
100.0
Table 4.1.19.3
Fig 4.1.19.3
Inference: 35.91% of respondents had neutral response about the benefits
described in this ad is believable to them
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
25
11.4
11.4
11.4
Disagree
47
21.4
21.4
32.7
Neutral
96
43.6
43.6
76.4
Agree
44
20.0
20.0
96.4
Strongly Agree
3.6
3.6
100.0
Total
220
100.0
100.0
Table 4.1.19.4
Fig 4.1.19.4
Inference: 43.64% respondents has neutral response about after viewing this
ad, they would consider to purchase this product or not.
E) This Ad is much better than other Ads for products in this product category.
Valid
Cumulative
Frequency Percent Valid Percent
Percent
Strongly
Disagree
38
17.3
17.3
17.3
Disagree
50
22.7
22.7
40.0
Neutral
92
41.8
41.8
81.8
Agree
26
11.8
11.8
93.6
Strongly Agree
14
6.4
6.4
100.0
Total
220
100.0
100.0
Table 4.1.19.5
Fig 4.1.19.5
Inference: 41.82% of respondents have neutral response about this ad
is much better than other Ads for products in this product category
Independent t tests 1
F
Are you
ready to pay a
bit higher
price for the
company's
product,
which is
related to a
social cause?
Equal
variances
assumed
Sig.
1.155
.284 .529
Equal
variances
not
assumed
df
218
Sig.
(2Mean Std. Error Lowe
tailed) Difference Difference r
.597
.035
.066
-.095
196.49
.531
0
.596
.035
.065
-.094
Table 4.2.1.1
Interpretation: Therefore, we reject H1 in favor of H0. We accept the null
hypothesis i.e. there is no significance between the difference in the opinion
that the respondents are ready to pay a bit higher price to the CRM companies
with respect to gender. In other words, females do mind paying a higher price
for CRM activities in comparison to men.
Chapter V
Findings and Suggestions
5.1 Findings:
70.45% people think that corporate should promote its brand that they
are using CRM activities to promote their brands as well as increase
be socially responsible.
36.4% people agree that CRM has a positive impact on the society,
which helps the company to do lots of CRM activities for the growth
of the company.
35% of respondents agree that the some corporates in India think that
the corporates that are doing CRM activities are sometimes misused it
Related Marketing.
48.18% respondents agree that between different brands with the same
price and quality, they will choose the brand that they know supports a
social cause.
36.82% respondents agree that the most statements made by the
companies in advertising or product labels about supporting a social
cause are true and they are actually spending that amount on some
noble social cause.
5.2 Recommendations:
campaign.
Company should provide some evidence to showcase the actually
spending of the money, which is collected by the consumers in the name
of a social cause campaigns in order to make them believe that a
campaigns.
A brand ambassador for a social campaign should be the one to who
up with the Cause Related Marketing campaign but failed as they dont
give that message clearly.
5.3 Conclusion
they can easily recall the name of a company related to that campaign.
Most people say that they are even ready to pay a higher price for such
product that does social cause campaign and they will not switch over
to another brands if they know that the brand they use is actually
contributing to a society.
Many people have a perception that a company that is promoting a
social cause is actually contributing something good to society and also
Bibliography
Bibliography
Shah, M. G. (2013). Cause-Related Marketing Practice of Some
Selected Firms In Bangladesh And Its Effect On Target
Segment.
INTERNATIONAL
JOURNAL
OF
SCIENTIFIC
&
International Marketing
Marketing:
Evidence
from
Malaysia.
marketing
strategy
shape
consumer
perception,
Annexures
Questionnaire
Q1. Do you think Corporate should associate its brand with Cause Related
Marketing?
Yes
No
Q2. Do you think corporate should promote its brand that it is using Cause
Related Marketing?
Yes
No
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Yes
No
Q5. Are you ready to pay a bit higher price for the company's product which is
related to a social cause?
Yes
No
Yes
No
Somewhat
Agree
Neithe
r
Somewhat
Disagree
Strongly
Disagree
Companies that
do CRM activities
have a favorable
impression in the
society.
In
todays
Scenario it is
important for a
company to be
socially
responsible.
CRM
has
a
positive impact on
countrys
development
growth
CRM
is
sometimes
misused
for
profits
Q8. Will you stop using the products of the company if they stop contributing
to a social cause?
Yes
No
a)
b)
c)
d)
e)
f)
Newspaper
Tv
Billboards
Internet
Campaigns
Others _______________
Q10. If you have to choose between different brands with the same price and
quality, you will choose the brand that you know supports a social cause.
Please rate the following on a scale of 1-5 (1-Strongly Disagree,2-Disagree,3Neutral,4-Agree,5-Strongly Agree)
1) Strongly Disagree
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
2) Disagree
3) Maybe
4) Agree
Strongly Agree
Q12. Try to identify this advertisement and answer the below questions
accordingly:
5)
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Q13. Based on the above advertisement, answer the following. Please mark on
your opinion
Strongl
y
Agree
Somewhat Neithe
Agree
r
Somewhat
Disagree
Strongly
Disagree
The ad message is
understandable.
The message in
the
Ad
is
Authentic.
The
benefits
described in the ad
are believable to
me.
After viewing this
ad,
I
would
consider
purchasing
the
product.
This ad is much
better than other
ads for products in
this
product
category.
Q14. Try to identify this advertisement and answer the below questions
accordingly:
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Q15. Based on the above advertisement, answer the following. Please mark on
your opinion
Strongl
y
Agree
Somewhat Neithe
Agree
r
Somewhat
Disagree
Strongly
Disagree
The ad message is
understandable.
The message in
the
Ad
is
Authentic.
The
benefits
described in the ad
are believable to
me.
After viewing this
ad,
I
would
consider
purchasing
the
product.
This ad is much
better than other
ads for products in
this
product
category.
Q16. Try to identify this advertisement and answer the below questions
accordingly:
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Q17. Based on the above advertisement, answer the following. Please mark on
your opinion
Strongl
y
Agree
Somewha
t Agree
Neithe
r
Somewha
t
Disagree
Strongl
y
Disagre
e
The ad message is
understandable.
The message in the
Ad is Authentic.
The
benefits
described in the ad
are believable to me.
After viewing this
ad, I would consider
purchasing
the
product.
This ad is much
better than other ads
for products in this
product category.
Please rate the following on a scale of 1-5 (1-Strongly Disagree,2-Disagree,3Neutral, 4-Agree, 5-Strongly agree)
1) Strongly Disagree
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Q19. Based on the above advertisement, answer the following. Please mark on
your opinion
Strongl
y
Agree
Somewha
t Agree
The ad message is
understandable.
The message in the
Ad is Authentic.
The
benefits
described in the ad
are believable to me.
After viewing this
ad, I would consider
purchasing
the
product.
This ad is much
better than other ads
for products in this
product category.
Name: ______________________
Gender:
Neithe
r
Somewha
t
Disagree
Strongl
y
Disagre
e
Male
Female
Age Group
20-30
30-40
40-50
50-60
Occupation
Student
Service
Business
Other ______