Influence of Socio‑demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing

Abstract

It is the objective of this paper to analyse the attitudes of consumers towards CRM in terms of age, sex and education, and also in those of their financial situation. The research was conducted with the application of a direct survey in the period since 1st December, 2015, until 31st January, 2016. For the purpose of the analysis, 390 surveys, which had been completed in a correct way, were accepted. Those were presented to the respondents with the application of the five-point Likert scale in order to determine the degree of the acceptance of every single statement. This study leads to the conclusion that consumers have positive attitudes towards CRM programs. As many as 46.9 % of respondents buy products related to CRM, while 36.3 % do it impulsively. Consumers are aware of the marketing motives of running CRM (72.3 %). Only 27.7 % of respondents are willing to pay a higher price for CRM products. Young, educated women who are residents of large cities have the most favorable attitudes toward CRM. Cause Related Marketing is positively received by consumers and particularly expected in the sector of food products and products for children. The results of the research contribute to perfecting the hitherto-applied marketing activities, and also make it possible for the development of solutions within the scope of the effectiveness of CRM to take place.

Keywords

• sustainable development
• Cause Related Marketing
• cause
• consumer
• attitudes
• marketing