Page 53 - 2018

Ph.D.
(Management)
A STUDY ON EFFECT OF CAUSE RELATED MARKETING ON
CONSUMER BUYING BEHAVIOR IN GUJARAT

Ph.D. Scholar : Shah Suraj Manojkumar
Research Supervisor : Dr. M. S. Sharma

Regi. No.: 14146031005
Abstract :
Purpose – The main purpose of this research is to identify important variables to
measure the effect of cause related marketing on purchase intention and it also aims to
find the effect of cause related marketing on Attitude and purchase intention with
reference to Personal care products amongst young adults in Gujarat.

Design/methodology/approach – This study is descriptive in nature. Convenience
sampling method is used to collect the primary data for the study. Total 1489 samples
were collected from the four major cities of the Gujarat namely Ahmedabad, Baroda,
Surat and Rajkot. Research instrument was developed based on the past literature and
pilot survey was conducted to verify the research instrument and reliability. CFA and
validity test were applied to find out the quality of the proposed model. Structural
equation model and Regression analysis are used to measure the effect of cause related
marketing on the attitude and purchase intention.

Findings – The results show that cause related marketing have the positive and
significant effect on the attitude of the customers as well as the purchase intention of the
customer. Attitude also has the positive and significant effect on the purchase intention
of the customer. It is also found that, Perception related to cause related marketing
converges in to positive attitude but it cannot convert in to purchase intention in same
intensity. Study also found a significant difference among gender, age, Income,
occupation and education with reference to cause related marketing, attitude towards
cause related marketing and consumer’s purchase intention to purchase the product
involved in cause.

Research limitations –The study has taken samples from Gujarat region only and thus is
not representative of entire population of India. Lack of response from some respondent
is also a limitation.

Practical implications – This study will be useful to marketers as, they can give can have
more focus on the factors like donation, corporate image, attitude towards brand as this
study conclude that these factors make the significant contribution in the successful
cause related marketing. Demographic conclusion is also very useful to the marketers

34