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CONSUMER PERCEPTION TOWARDS THE CAUSE RELATED MARKETING ON THE POLISH MARKET
Abstract
Background: In conditions of permanent competition and customer expectations on the increase, companies are looking for more and more effective marketing instruments related not only to a company's basic offer, but also to its general activities in the social, business and natural environments. The result of this search is the implementation of the Cause Related Marketing (CRM) concept, which is associated with the implementation of corporate social responsibility (CSR). On the one hand, companies are increasingly aware that the creation of social values significantly contributes to the development of a brand, on the other hand, consumers' interest in corporate social commitment is growing. This article aims at answering the question concerning the factors that determine consumers' attitudes and behaviours towards the CRM. Methods: The research was exploratory in nature. The survey was carried out over the direct method among 342 students from the Rzeszow University of Technology on January 05-31, 2015. Results: Research results show that respondents have a positive perception of companies with the CRM programs. They are aware, however, that companies take such actions based on marketing motives. Consumers are driven by the desire to help others, regardless of their income. They believe that such actions reflect their personality, give them joy, satisfaction and the feeling of pride. The Internet is the primary source of information about such programs. They expect accurate and detailed information about the effects of the implementation of the program. They are not willing to pay higher prices for products associated with the public case, they transfer additional costs to companies. They have a critical attitude towards a brand's failures, disagreeing that a brand can have a good and bad time. Conclusion: The results of the research allow companies to take a critical look at the consequences of the current practice and the development of solutions in the range of the CRM effectiveness. Companies that acquire the skills of reliable and effective communication of their actions for society will gain a competitive advantage in the long term. The survey takes into account a new approach based on a more in-depth analysis of the aspects of consumer perception towards the CRM that facilitates the development of its effectiveness.
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