Cause related marketing

Abstract

In this project, our aim was to define the set of parameters which creates a positive attitude towards a brand which is about to initiate a CRM initiative. We also analyzed what are the factors that might aid in developing preferable purchase intention through a cause related marketing campaign. In recent years, we have noticed that increasing number of brands are implementing cause related marketing. Cause related showcasing can be characterized as a commonly valuable cooperation between an organization and a non-profit intended to advance the previous' deals and the last's cause 1.These causes related marketing not only created a positive attitude towards brands in the minds of the target customer, also in most cases have translated into greater number of sales for the company contributing towards the cause. To continue, we started with a thorough literature survey to analyze the significant factors in a CRM that shapes a positive customer attitude. We shortlisted those variables from the papers and outlined a poll which would help us in deciding the effect of those elements towards a CRM battle. Primary research was directed through a review utilizing a sample of 94 respondents in the fundamentally in age gathering of 21-30 who are either understudies or working professionals.