Cause’s Attributes Influencing Consumer’s Purchasing Intention: Empirical Evidence from Pakistan
25 Pages Posted: 1 May 2012
Date Written: May 1, 2012
Purpose – One purpose of this paper is to examine several factors that potentially influence a consumer’s purchasing decision to participate in cause-related marketing (CRM) program in the Pakistani context. The other is to empirically test the hypothesized relationship between cause’s attributes and purchase intention in such environment.
Design/Methodology/Approach – This paper develops a measure for exploring the cause’s attributes influencing consumer’s purchasing intention. One group of valid sample with 150 respondents is collected through questionnaire survey.
Findings – The results show that the degree of cause’s participation for consumer, fit between the brand and the cause, cause importance, congruence between the firm’s product and the cause, cause proximity play an important role in consumers’ attitudes toward the product and firm and their intentions to purchase the advertised product and participate in the CRM campaign.
Research limitations/Implications – The sample is random but a convenience sample in terms of geographic area that is the main limitation of this research. There was a lack of experimental control for the questionnaire investigation, so the quality of questionnaire cannot be ensured.
Practical Implications – This research should help firms determine the best partners for strategic social alliances, and provide an advice on how to make them maximum participation, also should help current and potential consumers ascribe personality traits to nonprofit organizations and differentiate between nonprofits on the basis of the cause’s attributes. At the same time, this paper provides several interesting areas for future research that will further aid marketing managers to develop a more effective CRM campaign to fit with goals of corporate, which adds some valuable insights or new ideas to develop essential theory.
Originality/Value – This paper offers interesting insight into the development of CRM campaigns, and explores the five variables: the degree of cause’s participation for consumer; fit between the brand and the cause; cause importance; congruence between the firm’s product and the cause; cause proximity also should influence consumer’s purchasing attitude, intention and decision behavior in the Pakistani context.
Keywords: buying behavior, Pakistan, cause marketing, consumer behavior
JEL Classification: M31
Suggested Citation: Suggested Citation