research on cause related marketing

A Study On The Increased Competitive Advantage By The

Use Of Social Cause Related Marketing

Submitted in partial fulfillment of the requirements for the award

of the

Degree of Bachelor of Business Administration

of Christ University

By

Reg. No.

Under the guidance of

Prof.

Department of Management Studies CHRIST UNIVERSITY

BENGALURU 2015

CERTIFICATE

This is to certify that, Reg. no. 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 Dr. Jain Mathew Professor and Head

Date: Dept of Management Studies

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 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, , 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:

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 Title Page No. Executive Summary 1 CHAPTER 1 1.1 Introduction to Marketing 3 1.2 Competitive Advantage 7 1.3 Social Cause 8 1.4 Cause Related Marketing 8 1.5 Review of Literature 13 CHAPTER 2 2 Industry Profile 2.1 Proctor and Gamble Co. 19 2.2 Hindustan Unilever Ltd. 20 2.3 ITC Ltd. 21 2.5 Tata Tea Ltd. 22 CHAPTER 3

3 Research Methodology and procedures

3.1 Objectives of the study 24

3.2 Research Design 24

3.3 Participants 25

3.4 Data Collection 25

3.5 Software used 26

3.6 Limitations of the Study 26

CHAPTER 4

4 Data Analysis And Interpretations

4.1 Descriptive Analysis 27

4.2 Inferential Analysis 69

CHAPTER 5

5.1 Findings 70

5.2 Recommendation 71

5.3 Conclusion 72

References

Annexure

List Of Tables Table No. Name Page no.

4.1.1.1 Company associate its brand with CRM 27 4.1.2.1 Corporate should promote its brand with CRM 28 4.1.3.1 CRM related Marketing Promotions 29 4.1.4.1 Simple to identify the company with its cause 30

4.1.5.1 Ready to pay a bit higher price for CRM 31 4.1.6.1 Cause Related Marketing to overcome competition 32 4.1.7.1 CRM activities give a favorable impression to

society 33

4.1.7.2 Important for a company to be socially responsible 34 4.1.7.3 CRM have a positive impact on countrys

development growth 35

4.1.7.4 CRM is sometimes misused for profits 36 4.1.7.5 Descriptive Analysis 37 4.1.8.1 Stop using the products of the company 38

4.1.9.1 Best source to promote Cause Related Marketing 39 4.1.10.1 Between different brands supports CRM or other 40 4.1.11.1 Actually spending that amount on some noble social

cause 41

4.1.12.1 Ad campaign 42 4.1.13.1 Ad message is Understandable 43 4.1.13.2 Message in the Ad is Authentic 44 4.1.13.3 Ad are believable to me 45 4.1.13.4 Consider purchasing the product 46 4.1.13.5 Better than other Ads for products in this product

category 47

4.1.13.6 Descriptive Analysis 48 4.1.14.1 Ad campaign 49 4.1.15.1 Ad message is Understandable 50 4.1.15.2 Message in the Ad is Authentic 51 4.1.15.3 Ad are believable to me 52 4.1.15.4 Consider purchasing the product 53 4.1.15.5 Better than other Ads for products in this product

category 54

4.1.15.6 Descriptive Analysis 55 4.1.16.1 Ad campaign 56 4.1.17.1 Ad message is Understandable 57 4.1.17.2 Message in the Ad is Authentic 58 4.1.17.3 Ad are believable to me 59

4.1.17.4 Consider purchasing the product 60 4.1.17.5 Better than other Ads for products in this product

category 61

4.1.17.6 Descriptive analysis 62 4.1.18.1 Ad campaign 63 4.1.19.1 Ad message is Understandable 64 4.1.19.2 Message in the Ad is Authentic 65 4.1.19.3 Ad are believable to me 66 4.1.19.4 Consider purchasing the product 67 4.1.19.5 Better than other Ads for products in this product

category 68

4.2.1.1 Independent t test 69

List Of Figures Table

No.

Table Name Page

no.

4.1.1.1 Company associate its brand with CRM 27 4.1.2.1 Corporate should promote its brand with CRM 28 4.1.3.1 CRM related Marketing Promotions 29 4.1.4.1 Simple to identify the company with its cause 30

4.1.5.1 Ready to pay a bit higher price for CRM 31 4.1.6.1 Cause Related Marketing to overcome competition 32 4.1.7.1 CRM activities give a favorable impression to society 33 4.1.7.2 Important for a company to be socially responsible 34 4.1.7.3 CRM have a positive impact on countrys development

growth 35

4.1.7.4 CRM is sometimes misused for profits 36 4.1.8.1 Stop using the products of the company 38

4.1.9.1 Best source to promote Cause Related Marketing 39 4.1.10.1 Between different brands supports CRM or other 40 4.1.11.1 Actually spending that amount on some noble social

cause 41


category 47

4.1.14.1 Ad campaign 49 4.1.15.1 Ad message is Understandable 50 4.1.15.2 Message in the Ad is Authentic 51 4.1.15.3 Ad are believable to me 52

4.1.15.4 Consider purchasing the product 53 4.1.15.5 Better than other Ads for products in this product

category 54


category 61


category 68

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 & non-

profit 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 non-profit organizations or not.

Chapter I Introduction

1.1 Introduction to Marketing Marketing is the arrangement of granting the estimation of an item or

administration towards the customers, with a definitive objective of offering

that item or administration

Marketing strategies incorporate picking target markets through market

investigation and market division, and additionally understanding consumer

conduct and promoting an item's worth to the client. From a societal

perspective, marketing is the connection between a general public's material

necessities and its monetary examples of reaction. Marketing fulfills these

needs and needs through trade courses of action and building long haul

connections. Marketing mixes craftsmanship and connected.

Marketing is one of the more essential segments of a business effecting deals

and benefit. Despite the fact that marketing is essential everything businesses

need clients. Drawing in clients is not as simple as we think, particularly when

there is extreme rivalry in the market. On the off chance that individuals are

not coming to check your items, you may need to endeavor endeavors to

change this by expanding your marketing endeavors.

All business managers comprehend the significance of marketing however

they can't recognize marketing and publicizing. Marketing has immeasurable

limits and publicizing is simply a piece of it. All manifestations of marketing

elevate item attention to the market on the loose. Marketing procedures help

you to stay one stage in front of your rivals.

Marketing's fundamental reason in many businesses is to create more deals. It

needs to promote and elevate to help individuals think about the items. In the

event that nobody thinks about the items, nobody will purchase them. That is

the reason business holders put resources into marketing. So we need to utilize

marketing methodologies to make item mindfulness. On the off chance that an

organization needs to build the business rate and expand generation, the

marketing office must have the capacity to convey powerful marketing

systems.

There are endless samples of organizations that are making great benefits by

utilizing existing clients to get referrals. To get referrals one should do nothing

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

materials required for creation.

Product development and management:

Product development is an essential function of marketing since it was

the duties of the marketing department to identify what the market

need or want and then design effective product based on the identified

need and want of the market. Product development passes through

some basic stages carried out by the marketers to develop a targeted

market specified product. And you can also manage your product by

evaluating it performance and changing them to fit the current market

trend.

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 research, such characteristics as in your

product Test, Form, Packaging 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

the availability of your product to your target market.

Standardization and grading:

The function of standardization is to establish specified characteristics

that your product must conform to, such standard as in having a

specify test, ingredient etc. That makes your product brand so unique.

Grading comes in when you sort and classify your product into

deferent sizes or quantities for different market segment while

maintaining your product standard.

Pricing function:

The function of pricing on the product offerings by designing effective

pricing systems, base on the product stage and performance in the

product life cycle. Price is the actual value consumers perceive on your

product, so you as a marketer should ensure that your value of your

product is not too high or too low to that of your costumers.

Distribution function:

The function of distribution is to ensure that your product is easily and

effectively moved from the point of production to the target market,

the kind of transportation system to employ e.g. Road, rail, water or

air, and ensures that the product can be easily accessed by customers.

You as a Marketer should also design the kind of middlemen to engage

in the channel of distribution, their incentives and motivations etc.

Risk bearing function:

The process of moving a finished product from the point of production

to the point of consumptions is characterized with lots of risks, such

risks as in product damaging, pilferage and defaults etc. So you must

provide effective packaging system to protect your product, good

warehouse for the storage of your product until they are needed,

effective transportation system to speedily deliver your product on

time.

Financing function:

Financing deals with the part of marketing to providing incomes for

your business. It refers to how you can raise capital to start operation

and remain in business. It refers to your modes of payment for the

goods and services transferred to your costumers.

After sales-service: In a more complex and technical product, you as a

marketer should make provision in order to assist your customers after

they have purchased your product. In terms of machines or heavy

equipment product that requires installation or maintenance, most

marketing organization renders such services like installing the

machine or maintaining it for stipulated periods on time for free or by a

little service charge.

Features of Marketing

The marketing Management alludes to planning, organizing, directing, control

of the initiates that encourage the trading of products and administrations

between the makers to end consumers. Firms today need to invest cash to

make time, spot and proprietorship utilities .The principle features of modern

day marketing are as per the following:

i. Marketing is a science and workmanship: Marketing has developed from the financial aspects yet it has a closer

associations with social and behavioral sciences. Marketing is nearly

connected with streams of science too humanities and titles, for

example, Economics, Law, Psychology, Anthropology, Sociology,

Information Technology and so forth. Marketing intensely relies on the

demographic peculiarities of the target market, political environment,

logic, arithmetic, insights and so forth.

ii. Trade is quintessence of marketing: Marketing spins around business trade. This additionally includes trade

of innovation, trade of data and trade of thoughts.

iii. Marketing is Goal Oriented: A definitive objective of marketing is to produce benefits through the

fulfillment of the client.

iv. Marketing is a nonstop process: Marketing is not a disconnected, static process yet is an intricate,

consistent and interrelated procedure. It includes nonstop arranging,

usage and control. It is a paramount useful territory of the

administration.

v. Marketing is Consumer Oriented: All organizations exist in view of their business to fulfill the human

needs, needs and requests. A definitive target of marketing is to

discover what the consumer needs and how to satisfy consumer need.

This prompts creation of the merchandise and administrations

according to the needs of the client.

vi. Marketing begins with consumer and closures with consumer: Marketing is consumer arranged and it is essential to realize what the

consumer needs.

1.2 Competitive Advantage Competitive Advantage refers to the preference that a firm has over its rivals,

permitting it to produce more noteworthy deals or edges and/or hold a greater

number of clients than its rival. There can be numerous sorts of competitive

advantages including the association's cost structure, item offerings or

distribution network, conveyance system and client help.

Competitive advantages give an organization an edge over its adversaries and

a capacity to produce more prominent worth for the firm and its shareholders.

The more manageable the competitive advantages, the more troublesome it is

for contenders to kill the preference.

There are two primary sorts of Competitive advantages: comparative

advantage and differential advantage. Comparative advantage or expense

preference, is a company's capacity to create a decent or administration at a

lower cost than its rivals, which gives the firm the capacity offer its products

or administrations at a lower cost than its rival or to produce a bigger edge on

deals. A differential focal point is made when an association's items or

administrations vary from its rivals and are seen as better than a contender's

items by clients.

1.3 Social Cause A social cause (additionally called a social issue or a social ailment) alludes to

an issue that impacts and is contradicted by an impressive number of people

inside a general public. It is frequently the result of variables broadening past

an individual's control and local geographical environment. Now and again, a

social issue is the wellspring of a conflicting opinion on the grounds of what is

seen as an ethically just individual life or societal order. Distinctive social

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.

1.4 Cause Related Marketing Cause-related marketing has introduced in recent years even though it is a

young concept which many big organizations using for creating brand equity

and for achieving a competitive advantage. Cause marketing or cause-related

marketing refers to that type of marketing which involves the cooperative

efforts of both profit as well as nonprofit organization for mutual benefit. This

type of term is sometimes used broadly as well as generally refers to any type

of marketing effort for social and other causes. It provides the emotional as

well as the rational engagement of the consumer with the brand. Cause -

related marketing is different from corporate giving as the corporate giving

generally involves some specific donation that is tax deductible, while cause

related marketing is a marketing which is based on marketing relation and not

necessarily based on a donation.

This concept came into existence in the early 1980s when a company named

American Express joined with a nonprofit group that helps it to raising the

funds to restore the Statue of Liberty. American Express gave a portion of

every purchase through their credit card to the endeavor and an additional

amount for every new application that resulted in a new credit card customer.

The company also launched a $4 million advertising campaign to generate the

awareness of the concept among the people and within three-month of that

Campaign American Express, 27% increases in their card users and the

Restoration Fund raised over $1.7 million. New card applications increased

45% over the previous year. Everyone involved was a winner, the nonprofit cause received needed funds; American Express increased sales of its product and achieved a reputation for social responsibility. American Express even trademarked the term cause-related marketing. Now, more than ever, the companies are realizing the potential of aligning themselves with a cause. Earlier it was used mostly to increase sales and profits, but now it is used as a great brand positioning contrivance as it works on vitalizing brand equity and enhancing corporate image with sound economic and community impacts. 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.

How CRM activities work in a Corporate?

There are now many versions of cause-related marketing, but basically it is an

agreement between a business and a nonprofit to raise money for a particular

cause. The business expects to profit by this arrangement by selling more

products and by enjoying the "halo" affect of being associated with a

respected nonprofit or cause.

A cause-related marketing program is not an unknown or low-key donation to

a nonprofit but one that lets the public know that this corporation is socially

responsible and interested in the same causes that its consumers are. The

nonprofit benefits both financially and through a higher public profile as a

result of its partner's marketing efforts.

Cause-related marketing campaigns have blossomed over the last few years

and can appear in a variety of interesting forms. Jocelyne Daw, in her

book Cause Marketing for Nonprofits, lists some of the more popular:

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.

Purchase Plus. This is a campaign waged at the checkout line at grocery

stores or other retail venues. Typically a customer is asked if he would like

to add a donation to his bill. The amounts are usually low enough for most

people to say yes. The store processes the money and 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.

Licensing of the nonprofit's logo, brand, and assets. Licensing runs the

gamut from products that are extensions of the nonprofit's mission to using

its logo on promotional items such as T-shirts, mugs, and credit cards to

having the nonprofit provide a certification or commendation of particular

products. An example of the latter is the American Heart Association,

which provides recognition for products that meet their standards for heart

health.

Cobranded events and programs. Probably the best-known example of a

cobranded event is the Susan G. Komen "race for the cure." A cobranded

program is exemplified by a London Children's Museum that teamed up

with the 3M Company to build and outfit a science gallery for children. The

involvement of the corporation in this program is deeper than the usual

"sponsorship" with scientists from the company involved in helping with

the exhibits to the company's employees serving as volunteers.

Social or public service marketing programs. Social marketing involves

the use of marketing principles and techniques to

encourage behavior change in a particular audience. An example is the

partnership of the American Cancer Society and Novartis, on their Great

American Smoke out.

Creative Capitalism

Creative capitalism is a term popularized by philanthropist Bill Gates, which

means that global corporations should integrate "doing good" into the way

they do business, i.e. take up social initiatives on way of fulfilling the ultimate

goal of profit maximization. In one of his conversations with Warren Buffet he

mentioned if we find approaches that meet the needs of the poor in ways that

generate profits and recognition for business, we will have found a sustainable

way to reduce poverty in the world. Cause Related Marketing can help in

Creative Capitalism in the country, provided corporates abide by their

promises that they promote as the cause.

Types of Cause-Related Marketing:

Transactional CRM: In this approach Firms adopt programs that

contribute to a noble cause from sales of specific products. Eg: Project

Shiksha according to which, with every P&G's product purchase, some

portion goes to poor child education fund.

Engage in Educational or Awareness-Building Activities: In this

approach a joint campaign between a firm and a cause to raise

awareness of the causes message. Eg: Tata Tea Jago Re campaign

Licensingagreement :In this approach a corporation is permitted to use

a charity's logo on its products or services. A License given to a

company by a Non- Profit Organization.

Eg: ITC note book using WWF logos on stationery.

Terms used in cause related marketing:

Corporate philanthropy means giving direct monetary gifts to a nonprofit

Organization. It is often made through the corporation's own foundation.

These donations are usually for a particular program or event that the

nonprofit will run and can be of short or long duration.

Corporate sponsorship is a bit closer to cause marketing since the corporation

gives the nonprofit money to hold an event, run an art exhibit, or other time-

limited activity. The funds may come from the community relations budget of

the corporation or the marketing budget and the corporation expects a certain

amount of publicity in the way of signage, PSAs, promotional materials etc.

Benefits of Cause-Related Marketing

Cause-related marketing is a influential marketing tool that business and

nonprofit organizations are increasingly leveraging. Cause-related marketing

heightens the public awareness of both the company and the charity. The

possible benefits of cause marketing for nonprofit organizations include an

increased ability to promote the nonprofit organization's cause via the greater

financial resources of a business, and an increased ability to reach possible

supporters through a company's customer base. Other benefits of cause related

marketing are as follows:

Cause-related marketing directly enhances sponsor sales and brand of a

company- enhanced company image and a differentiated image

Cause-related marketing is a respected and accepted business practice.

Cause-related marketing helps in heightens customer loyalty.

Cause-related marketing boosts a companys public image and helps

distinguish it from the competition offering materials corporate PR

officers.

Cause-related marketing helps build employee morale and loyalty.

It improves employee productivity, skills and teamwork.

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

1.5 Review of Literature Burton & Kees, (2010) according to their research benefits associated with

cause-related marketing (CRM) campaigns to both the sponsoring firm and its

partnering nonprofit are well documented. However, the combination of the

manner in which CRM messages are frames in advertisements and consumers

temporal orientation potentially alters a campaigns success. Inan initial

experiment, it has assessed that the moderating role of temporal orientation on

effects of the temporal framing of CRM messages. Then it is extended to the

findings with a second experiment in which we evaluate whether an

individuals temporal orientation affects their response to a CRM campaign

based on the immediacy of the need and the timeliness of the response to the

need.Findings indicate that consumer temporal orientation moderates the

influence of the temporal framing with in the ad for a CRM campaign on

attitudes and purchase intentions. In addition, attitude toward the CRM

campaign mediates the effect of the three-way interaction on brand attitude

and purchase intention. Implications for both corporations and the nonprofits

benefiting from CRM campaigns are offered.

Shabbir & Kaufmann (2010) conducted a research in Pakistan and it was

observed that the brand awareness and corporate image partially mediate the

impact of CRM campaigns on consumer purchase intentions. Further research

can be carried out through data collection from those people who actually

participated in cause related marketing to identify the original behavior of

customers instead of their purchase intentions. This research and the claims

made are limited to the FMCG industry. The findings also suggest some

measures which can be taken into consideration in order to enhance brand

awareness and to improve corporate image as both variables mediate the

impact of CRM campaigns on consumer purchase intentions. The study

contributes to cause related marketing literature by indicating a mediating role

of brand awareness and corporate image on CRM campaigns and consumer

purchase intentions.

Grau S.L. & Folse J.A.G., (2011) through their research found that the CRM

campaigns are generally positive for companies as well as for causes. For

companies, CRM has been noted to increase sales and enhance companies

image. As for causes, they received greater funding and publicity. Cause-

proximity, which is one of the important elements of CRMs structure, has

been suggested to significantly influence consumers response towards CRM.

However the impacts of cause-proximity on consumers response are

inconsistent. In this light, this paper investigates two main things that is: The

effect of cause-proximity on consumers response to CRM and second is the

moderating role f gender on the relationship between cause-proximity and

consumers response to CRM. The results indicate that the effect of cause-

proximity is insignificant while gender does influence consumers response to

CRM. Based on these results, implications for CRM campaign managers and

research limitations are highlighted.

Shah, (2013) did a study and find out CRM is a form of marketing that uses

various strategies, tools and traditional advertising methods to change

attitudes, perceptions and behaviors as they relate to social issues. Non-profit

organizations and companies form alliances to market images, services and

products. People have a more favorable view of a company that contributes or

sponsors a cause that they think is worthy. For instance, people are more likely

to be interested in a company that is contributing to this research. CRM is an

existing concept where both business and charity or any good causes can

benefit. It also attracts new sources of funds, resources and support. It is an

innovative and potentially powerful tool to improve the lives and well-being

of individuals, create environments that support social objectives, re-orient

social services to be customer-driven, develop social capital, lead to improved

public policies, and ultimately, achieve social goals. This research paper

focuses the practices of cause related marketing of some of the selected firms

and how it affects the consumer in our country as a new policy.

In a study done by Rajput, Tyagi, & Bhakar, (2013) the researchers tried to

show the impact of Social Cause Related Marketing on customer brand

preferences. As we all know, Social Cause Related Marketing has emerged as

a top management priority in the last decade due to the growing realization

that it one of the most valuable intangible tool that firms have to gain better

corporate image from Internal as well as External Customers. Findings from

the study showed that the impact of Social Cause Related Marketing on

Customer Brand Preference has a significant relationship between the two.

And the respondents gave high importance to Self -Image in case of CRM and

Brand Awareness in Brand Preferences.

In a study done by ori, ivadinovi, & Dropulji, (2011) through their

research on effects of cause and donation size of cause related marketing

program on consumers intention to buy cause-related marketing by analyzing

to what extent consumers intention to buy a certain brand during a CRM

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

and examine the impact of CRM campaigns on brand loyalty, consumer

purchase intention and ultimately on sales. The research design involved

distributing questionnaires among students and employees at different

universities and organizations. A total of 629 people filled questionnaires. A

five point Likert scale was used to assess the respondents' level of agreement

or disagreement. This study reviews the affects of CRM on sales specifically

in FMCG sector of Pakistani market, also some factors like brand loyalty and

consumer purchase intention participate in it and enhance the results. After an

intense literature review in this study, five hypothesis were developed CRM

campaigns have positive impact on consumer purchase intention, CRM

campaigns have positive impact on brand loyalty, Consumer purchase

intention has positive impact on sales, Brand loyalty has positive impact on

sales, CRM has positive impact on sales. This study concludes that cause

related marketing campaigns have positive influence on sales activities of

companies. This link is also mediated by brand loyalty and consumer purchase

intention that eventually has positive effect on sales. It is witnessed through

this study; it helps to increase customer base strategies. It also helps in

capturing more market share along with it increased brand loyalty index,

which pursue customers to make repetitive and bulk purchases.

In the study titled, Does cause congruence affect how different corporate

associations influence consumer responses to cause-related marketing? By

Chen, Su, & He, (2013), it is examined how diverse corporate affiliations may

impact customer assessments and buy plan in light of Cause related

advertising (CRM) and whether this effect is dependent upon harmony

between the reason and the organization. The test study, is based on 660

members, uncovers that both corporate capacity affiliation and corporate

social obligation affiliation may improve item assessment; this impact is

intervened through organization and CRM evaluations. The study likewise

uncovers how these assessments identify with buy proposition. Besides, by

distinguishing the interaction between corporate affiliations and reason

coinciding, the study's results recommend that incongruent reasons are ideal

for organizations all the more unequivocally connected with corporate

capacity, while consistent reasons are best for organizations all the more

firmly connected with social obligation.

Chapter II Industry Profile

Companies following Cause Related Marketing

2.1 Procter & Gamble Co. (P&G)

Procter & Gamble Co. (P&G) is an American company based in Cincinnati,

Ohio that manufactures a wide range of consumer goods. In India Proctor &

Gamble has two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G

Home Products Ltd. P&G Hygiene and Health Care Limited is one of India's

fastest growing Fast Moving Consumer Goods Companies with a turnover of

more than Rs. 500 crores. It has in its portfolio famous brands like Vicks &

Whisper. P&G Home Products Limited deals in Fabric Care segment and Hair

Care segment. It has in its kitty global brands such as Ariel and Tide in the

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 Utilize celebrities as Shiksha supporters to create impact of the initiative and the cause

o Drive mass involvement of consumers with brand Shiksha via exciting influencer media events which drive word of mouth and awareness of

Shiksha

o Partner with a leading media channel by leveraging the cause and also offering exclusive content

2.2 Hindustan Unilever ltd.

Hindustan Unilever Limited (HUL) is an old and one of the best

Indian consumer goods company based in Mumbai, Maharashtra. HUL's

products include foods, beverages, cleaning agents and personal care products.

HUL is one of the market leaders in Indian consumer products with presence

in over 20 consumer categories such as soaps, tea, detergents and shampoos

amongst others with over 700 million Indian consumers using its products.

Eighteen If we talk about the most trusted brands oh FUL in the top (their

rankings in brackets) are: Clinic Plus, Lifebuoy , Fair & Lovely, Rin, Surf

Excel, Lux , Pepsodent , Closeup , Ponds , Sunsilk , Dove , Vim, Pears ,

Lakme, Vaseline,Wheel, Hamam and Rexona.

Hindustan Unilever ltd. Cause-Related marketing initiative:

HUL conducted such a short-term campaign for its Surf brand ( known as

10/10 contest ) where for a sale of every 1 kg pack, a fixed amount was

donated to certain NGOs operating in the area of child-education for the

deprived section of the society. These initiatives may give some positive

responses to the brand for a short term.

In India , HUL supports a long term cause-branding initiative for its

Lifebuoy brand ( Lifebuoy SwasthyaChetana) with the objective of spreading

the awareness of importance of washing the hands with soap in rural India.

2.3 ITC Limited

ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West

Bengal. Its diversified business includes five segments: Fast Moving

Consumer Goods (FMCG), Hotels, Paperboards, Paper & Packaging and Agri

Business. A line of premium range of notebooks under brand Paperkraft was

launched in 2002. To reach a wider student population, a range of notebooks

was launched under brand Classmate in 2003. Classmate over the years has

grown to become Indias largest notebook brand. In Years 2007 - 2009 they

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

3.1 Objectives of the study:

The objective of the research is to study the increased competitive advantage

by the use of Social Cause Related Marketing.

1. To find out the products/brands that are used by corporate houses for

promotion by integrating it with CRM

2. To compare the products/brands using CRM vis--vis not using CRM

3. To study the perception of the customer with respect to products/brands being promoted by CRM

3.2 Research Design A research design is a detailed blue print used to guide a research study

towards its objectives. Its a series of decisions taken together comprising of a

master plan or a model for the conduct of a research on consonance with the

research objectives. It details the procedures necessary for obtaining the

information needed to structure or solve the marketing research problems.

Traditionally there are three types of research designs namely exploratory

research design, descriptive research designs and causal research designs.

Exploratory Research Design: It is an unstructured and informal research

that is undertaken to gain background information about the general nature of

the research problem under consideration. It is conducted when the researcher

does not have sufficient knowledge about the problem and needs additional,

new or recent information. The researcher knows very little about consumer

reaction to market stimuli to permit the drawing of a sound hypothesis. This

type of research design is very flexible and versatile.

Descriptive Research Design: It is a more hypothesis, pre-planned and

formal research in which information is clearly defined and there is prior

formulation of specific hypothesis. It is undertaken to provide answers to

questions of who, what, where, when and how but not why and these studies

collect data for a definite purpose. It does not show a direct cause and effect

between the variables under study.

Causal Research Design: This type of research design is most appropriate

when it is necessary to show that one variable causes or determines the values

of the other variables. It includes understanding a problem in terms of

conditional statements of the form If X, then Y

In this project we have used both Exploratory and Descriptive Research

Design

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.

3.4 Data Collection Primary Data

This is the second stage in a market research project that determines the most

efficacious way to collect information that is anticipated to provide answers to

the research questions. It involves determining what data source to use, the

type of research approach to take, how to limit distortions of the data. It is

better to go for primary data since it is first hand information and there is less

chance of personal bias and information can be collected with accuracy at the

same time. It could be re tabulated and survey concerned in various forms this

data can be used. For collecting data I have chosen the personal interview &

questionnaire method. Data required for the study is collected first hand from:

The consumers who consume products, which are related to, such social

causes or are aware of cause-related marketing promotions.

Secondary data

Secondary data are not first-hand information. Secondary data are those that

have been collected by other organization like government agencies, financial

organization, newspapers and magazines. The secondary data was collected

from books, magazines and authenticated websites.

Company records

Internet

Newspapers

Magazines

Online Journals

3.5 Software used Software is any set of machine-readable instructions mostly in the form of a

computer program that directs a computers processor to perform specific

operations. The software used in this research is IBM SPSS Statistics.

3.6 Limitations of the Study Respondents were not getting easily convinced for filling up for

questionnaire.

The information given by the respondents may not be right.

Lack on part of the respondents may lead to wrong Conclusion.

Chapter IV Data Analysis and

Interpretation

4.1 Descriptive Analysis It literally implies the description of the data like how many respondents have

answered a particular question.

Q1.Do you think Corporate should associate its brand with Cause Related

Marketing?

Valid Frequency Percent Valid Percent 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?


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

Q3. I often see Cause Related Marketing Promotions.


Strongly Disagree 3 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.

Q4. Is it simple to identify the company with its cause on which it is promoting?


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?

.


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.

Q6. In your opinion do company promote brands with Cause Related

Marketing to overcome competition?

Valid

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

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.

Q7. Please mark the most suitable option:

A) Companies who do CRM activities give a favorable impression to society.

Valid Frequency Percent Valid Percent Cumulative

Percent


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.

B) In todays Scenario it is important for a company to be socially responsible.

Valid Frequency Percent Valid Percent

Cumulative Percent


Disagree 2 .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.

C) CRM have a positive impact on countrys development growth



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.

D) CRM is sometimes misused for profits Valid Frequency Percent Valid Percent Cumulative Percent


Disagree 2 .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 Minimum Maximum Mean Std.

Deviation

Please mark the most suitable option: [Companies who do CRM activities give a favorable impression to society.]

220 1 5 3.58 .992

Please mark the most suitable option: [In todays Scenario it is important for a company to be socially responsible.

220 1 5 3.86 .908

Please mark the most suitable option: [CRM have a positive impact on countrys development growth]

220 1 5 3.41 .996

Please mark the most suitable option: [CRM is sometimes misused for profits]

220 1 5 3.73 1.162

Valid N (list wise) 220 Table 4.1.7.5

Q8. Will you stop using the products of the company if they stop contributing

to a social cause?

Table 4.1.8.1


Yes 85 38.6 38.6 38.6

No 135 61.4 61.4 100.0

Total 220 100.0 100.0

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.

Q9.Which is the best source to promote Cause Related Marketing?

Newspaper 126 25%

TV 160 31%

Billboards 23 5%

Internet 116 23%

Campaigns 81 16%

Other 5 1% Table 4.1.9.1

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.

.


Percent


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

Sales

Newspaper TV Billboards Internet Campaigns Other

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?


Percent


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


Percent

Strongly Disagree 2 .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.

Q13. Based on the above advertisement, answer the following.

A) The Ad message is understandable


Percent


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.

B) The message in the Ad is Authentic.


Cumulative Percent


Disagree 19 8.6 8.6 11.4

Neutral 66 30.0 30.0 41.4

Agree 110 50.0 50.0 91.4


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.

C) The benefits described in the Ad are believable to me.



Disagree 16 7.3 7.3 9.5

Neutral 75 34.1 34.1 43.6

Agree 103 46.8 46.8 90.5


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.

D) After viewing this Ad, I would consider purchasing the product.


Cumulative Percent


Disagree 23 10.5 10.5 12.3

Neutral 98 44.5 44.5 56.8

Agree 80 36.4 36.4 93.2


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.


Percent


Disagree 25 11.4 11.4 13.2

Neutral 85 38.6 38.6 51.8

Agree 86 39.1 39.1 90.9


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.

Descriptive Statistics- Table 4.1.13.6


Deviation

Based on the above advertisement, answer the following. Please mark on your opinion [The Ad message is Understandable]

220 1 5 3.62 .906

Based on the above advertisement, answer the following. Please mark on your opinion [The message in the Ad is Authentic.]

220 1 5 3.53 .873

Based on the above advertisement, answer the following. Please mark on your opinion [The benefits described in the Ad are believable to me.]

220 1 5 3.54 .851

Based on the above advertisement, answer the following. Please mark on your opinion [After viewing this Ad, I would consider purchasing the product.]

220 1 5 3.36 .829

Based on the above advertisement, answer the following. Please mark on your opinion [This Ad is much better than other Ads for products in this product category.]

220 1 5 3.42 .875

Valid N (list wise) 220

Q14.Try to identify this advertisement and answer the below questions

accordingly:



Cumulative Percent


Disagree 6 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

A)The Ad message is Understandable


Percent


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 220 100.0 100.0 Table 4.1.15.1

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.

B) The message in the Ad is Authentic


Percent


Disagree 7 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.

C)The benefits described in the Ad are believable to me.


Percent


Disagree 6 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 220 100.0 100.0 Table 4.1.15.3

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.



Percent


Disagree 8 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 220 100.0 100.0 Table 4.1.15.4

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.


Percent


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 220 100.0 100.0 Table 4.1.15.5

Table 4.1.15.5

Inference: 43.18% think that this ad is much better than other ads for products

in product category.



Deviation

Based on the above advertisement, answer the following. Please mark on your opinion [The Ad message is Understandable]

220 1 5 3.86 .844

Based on the above advertisement, answer the following. Please mark on your opinion [The message in the Ad is Authentic.]

220 1 5 3.78 .815

Based on the above advertisement, answer the following. Please mark on your opinion [The benefits described in the Ad are believable to me.]

220 1 5 3.78 .837

Based on the above advertisement, answer the following. Please mark on your opinion [After viewing this Ad, I would consider purchasing the product.]

220 1 5 3.74 .846

Based on the above advertisement, answer the following. Please mark on your opinion [This Ad is much better than other Ads for products in this product category.]

220 1 5 3.68 .907


Table 4.1.15.6

Q16. Try to identify this advertisement and answer the below questions accordingly:



Cumulative Percent


Disagree 2 .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.

Q17.Based on the above advertisement, answer the following.


A) The Ad message is understandable


Percent


Disagree 6 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.



Percent


Disagree 3 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.



Percent


Disagree 4 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.



Percent


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.



Cumulative Percent


Disagree 8 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.



Deviation

Based on the above advertisement, answer the following. Please mark on your opinion [The Ad message

is Understandable]

220 1 5 3.97 .870

Based on the above advertisement, answer the following. Please mark on your opinion [The message in

the Ad is Authentic.]

220 1 5 3.85 .879

Based on the above advertisement, answer the following. Please mark

on your opinion [The benefits described in the Ad are believable

to me]

220 1 5 3.86 .883

Based on the above advertisement, answer the following. Please mark

on your opinion [After viewing this Ad, I would consider purchasing the product.]

220 1 5 3.84 .850

Based on the above advertisement, answer the following. Please mark on your opinion [This Ad is much better than other Ads for products

in this product category.]

220 1 5 3.80 .807


Table 4.1.17.6

Q18.Try to identify this advertisement and answer the below questions

accordingly:



Percent


Disagree 52 23.6 23.6 45.5

Neutral 58 26.4 26.4 71.8

Agree 46 20.9 20.9 92.7


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.

Q19. Based on the above advertisement, answer the following.


A) The Ad message is Understandable


Percent


Disagree 65 29.5 29.5 49.1

Neutral 58 26.4 26.4 75.5

Agree 39 17.7 17.7 93.2


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.



Cumulative Percent


Disagree 61 27.7 27.7 46.8

Neutral 69 31.4 31.4 78.2

Agree 36 16.4 16.4 94.5


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.



Percent


Disagree 60 27.3 27.3 45.0

Neutral 79 35.9 35.9 80.9

Agree 31 14.1 14.1 95.0


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



Percent


Disagree 47 21.4 21.4 32.7

Neutral 96 43.6 43.6 76.4

Agree 44 20.0 20.0 96.4


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.



Percent


Disagree 50 22.7 22.7 40.0

Neutral 92 41.8 41.8 81.8

Agree 26 11.8 11.8 93.6


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

4.2 Inferential Analysis It is the testing of hypothesis in which a sample is chosen, studied and used to

generalize the results of the sample to the target population that it represents.

Independent t tests 1

Grouping variable: Gender

Null hypothesis H0: The Respondents are not willing to pay a higher price to

the CRM companies with respect to gender.

Alternate hypothesis H1: The respondents are ready to pay higher price to

the CRM companies with respect to gender.

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.

Independent Samples Test

Levene's Test for Equality of

Variances T-test for Equality of Means

F Sig. t df

Sig. (2-

tailed) Mean

Difference Std. Error Difference

95% Confidence Interval of the Difference

Lower Upper Are you ready to pay a bit higher price for the company's product, which is related to a social cause?

Equal variances assumed 1.155 .284 .529 218 .597 .035 .066 -.095 .164

Equal variances

not assumed .531 196.490 .596 .035 .065 -.094 .163

Chapter V Findings and Suggestions

5.1 Findings:

84.55% of people think that it is very important for a company to

associate their brands with Cause Related Marketing.

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

44.55% people agree that they have often seen Cause Related

Marketing promotions and 9.55% people disagree that they have not

seen CRM promotions often.

65% of people say that they are ready to pay a bit higher price for the

companys products that are related to a social cause.

72.73% people say that the companies are doing these types of

activities to overcome competition.

50% of people agree that the companies that do CRM activities have a

favorable impression in the society.

51.63% think that in todays Scenario it is important for a company to

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

only for profit.

61.36% people say that they will not stop using the products of the

company if they stop contributing to a social cause.

31% of people think that TV is the best source to promote Cause

Related Marketing.

48.18% respondents agree that between different brands with the same

price and quality, they will choose the brand that they know suppor

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