Outcomes of Cause Related Marketing: A Demographic Analysis

Middle-East Journal of Scientific Research, Vol. 10, No. 2, pp. 260-269, 2011

10 Pages Posted: 16 Aug 2012

See all articles by Syed Ahmad

Syed Ahmad

affiliation not provided to SSRN

Iram Batool Shaheen

affiliation not provided to SSRN

Salman Quarshi

affiliation not provided to SSRN

Ahmed Imran Hunjra

University of Waikato; Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS)

Ghulam Shabbir Khan Niazi

affiliation not provided to SSRN

Date Written: August 16, 2012

Abstract

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.

Keywords: cause related marketing, sales, corporate social responsibilities, demographic analysis, FMGC

Suggested Citation

Ahmad, Syed and Shaheen, Iram Batool and Quarshi, Salman and Hunjra, Ahmed Imran and Niazi, Ghulam Shabbir Khan, Outcomes of Cause Related Marketing: A Demographic Analysis (August 16, 2012). Middle-East Journal of Scientific Research, Vol. 10, No. 2, pp. 260-269, 2011. Available at SSRN: https://ssrn.com/abstract=2130360

Syed Ahmad

affiliation not provided to SSRN

Iram Batool Shaheen

affiliation not provided to SSRN ( email )

Salman Quarshi

affiliation not provided to SSRN

Ahmed Imran Hunjra (Contact Author)

University of Waikato ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS) ( email )

Muree Road Rawalpindi
Shamsabad, Punjab 44000
Pakistan
00923457162527 (Phone)

Ghulam Shabbir Khan Niazi

affiliation not provided to SSRN ( email )

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