Understanding Purchase Intention of Youth towards Cause Related Marketing
Jha Suchita
Suchita Jha, Assistant Professor, Symbiosis Institute of International Business, Symbiosis International Deemed University, Hinjewadi, Pune (Maharashtra), India.
Manuscript received on 12 February 2020 | Revised Manuscript received on 28 February 2020 | Manuscript Published on 10 March 2020 | PP: 146-150 | Volume-9 Issue-4S March 2020 | Retrieval Number: D10260394S20/2020©BEIESP | DOI: 10.35940/ijitee.D1026.0394S20
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Originality/Research need: Transformation is the key for the success of any business today. The marketing function cannot be an exception and we see the adoption of a new trends in the integrated marketing communication space. Cause Related Marketing (CRM) is one such methodology which gives a chance to do something for society. This gives marketers a choice for connecting and engaging with consumers at their convenience since cause related marketing gives satisfaction to consumer, makes it fascinating and also enhances brand engagement. Limited research has been done in the area of cause related marketing and what factors influence the purchase intention Objective of the study: Hence the objective of this study is to determine the factors which influence the purchase intention towards cause related marketing products. Methodology: The researcher has used quantitative research methodology for this study. A structured questionnaire was circulated to the experimental group in order to gather their opinion and was the source of primary data for the analysis. Data analysis was done using statistical methods. Implications of the study: The study will prove helpful to academicians, managers and for companies by providing insights into the impact of using cause related marketing for advertising or marketing communication purpose.
Keywords: Brand Attractiveness, Cause Related Marketing, Consumer Purchase Intention.
Scope of the Article: Marketing and Social Sciences