Munich Personal RePEc Archive

Outcomes of cause related marketing: a demographic analysis

Ahmad, Syed Tauqeer and Batool, Irem and Quarshi, Salman Ali and Hunjra, Ahmed Imran and Niazi, Ghulam Shabbir Khan (2010): Outcomes of cause related marketing: a demographic analysis. Published in: Middle-East Journal of Scientific Research , Vol. 10, No. 2 (2011): pp. 260-269.

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The purpose of this study determines the cause related marketing practices in Fast Moving Consumer Goods industry. Further this study investigates the relationship among the determinants of CRM and demographic variables. The sample size of this study was 629. The concern respondents were the post graduate students and employees of different universities and organizations. SPSS was used to analyze the data. This study finds that CRM is proven as strategic tool with multi-dimensional objectives like aligning their brand with worthy cause, by promising to contribute in monetary terms. Their sales increase and fulfill their corporate social responsibility that both are the main goals of any company. By this way companies make better positive image in the society.

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