The Influence of Cause Marketing on Consumer Purchase Intention: Evidence from Coimbatore City
Abstract
In the dynamic world markets that globalization and technology have transformed economies, it is absolutely crucial to have an understanding of customer behaviour and based on this, marketing strategies have to be aligned accordingly to such behaviour. This research explores the Customer Relationship Management (CRM) phenomenon and its influence on consumer attitude and behaviour (in reference to products). The major issue that the research seeks to find out is the increasing importance of socially responsible marketing programs and consumer reaction to them. It is already known that the consumers tend to patronize and even buy products of the socially responsible companies. Since consumers, society, businesses, and government are increasingly becoming interested, this study examines the role of CRM in relation to products, and the research methodology is investigative and qualitative in nature, where the research problem is defined and redefined, hypotheses formulated, data gathered, arranged, assessed and conclusions drawn. The research is confined to the Coimbatore District only and the results could be not generalized. Also, the research is prone to limitations associated with the possible bias in primary data collection and the conventional limitations of statistical tools that are used in the study. This study has provided insights into the dynamics of CRM as it is being transformed in the face of socially responsible marketing by providing an insight into consumer perception and reaction to these programs and how companies can use CRM in their strategic marketing efforts.
Keywords
Marketing practices, Customer behaviour, Customer Relationship Management (CRM), Socially responsible marketing