Consumers' Motivation for Participating in Cause Related Marketing: An Exploratory Study

Authors

  •   Harish Chaudhry Assistant Professor of Marketing, Department of Management Studies, Indian Institute of Technology (IIT Delhi), Hauz Khas, New Delhi-110 016
  •   Shruti Gupta Senior Research Scholar (Doctoral Fellow), Department of Management Studies, Indian Institute of Technology (IIT Delhi), Hauz Khas, New Delhi -110 016

DOI:

https://doi.org/10.17010/ijom/2015/v45/i1/79999

Keywords:

Cause Marketing

, Consumer Behavior, Qualitative Approach, Marketing Strategy, CRM

Paper Submission Date

, June 9, 2014, Paper sent back for Revision, September 30, Paper Acceptance Date, November 3, 2014.

Abstract

The paper investigated the consumers' perceptions of cause marketing efforts of companies by examining the real-life experiences of the customers. Cause marketing initiatives are increasingly becoming a prominent aspect of the marketing mix; a lot of companies are jumping onto the bandwagon, primarily to distinguish themselves in the homogeneous markets. However, it is only a recent phenomenon that the companies are beginning to appreciate how corporate giving can be adopted as an effective marketing strategy. The paper, by using a qualitative approach, attempted to understand the meaning of CRM from the consumers' perspective: As to what influences the decision making on the part of the consumers? It identified various motivational factors that drive the behavior of consumers exposed to a CRM initiative. The paper provides valuable insights to academicians and practitioners as to how to communicate and what to emphasize while designing cause marketing communication initiatives.

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Published

2015-01-01

How to Cite

Chaudhry, H., & Gupta, S. (2015). Consumers’ Motivation for Participating in Cause Related Marketing: An Exploratory Study. Indian Journal of Marketing, 45(1), 36–48. https://doi.org/10.17010/ijom/2015/v45/i1/79999

Issue

Volume 45, Issue 1, January 2015

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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