EFFECT OF CAUSE-RELATED MARKETING ON CUSTOMER’S BRAND PREFERENCE

Abstract

During the course of this project, we have tried to analyze the effect of socio-demographic factors on the evaluation of cause-related marketing campaigns. We have also tried to analyze if there a positive emotion towards the organizations that take part in cause-related marketing. Finally we have tried to verify if cause-related marketing campaigns have an effect on a customer‘s brand preference. A survey was floated in order to get responses based on which the above mentioned statements were verified. We were able to conclude that socio-demographic factors have an effect on the evaluation of cause-related marketing campaigns. It also showed that there is a positive image generated when organizations are associated to cause-related marketing. And we were also able to conclude that cause-related marketing have a significant impact on brand preference.