Examining the impact of cause related marketing on consumer{u2019}s attitudes / Heba Ahmed Lotfy Mansour ; Supervised Mohamed Abdallah Abdelraheem

Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

Now, the companies are devising different schemes to contribute to societal development activities along with their attainment of corporate goals and objectives. Cause related marketing is one of those strategies that enable the marketers to involve the customers directly into the process. Cause related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause related marketing as a marketing strategy whereby the firm makes a contribution financial or otherwise, to a non -profit organization upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This study tries to portray whether the customers purchasing attitudes are influence by such marketing strategy or not. The main purpose of this research is to find out the impact of Cause Related Marketing strategy on consumers{u2019} attitudes in Egypt. A vast review of literature was done to form basis for empirical findings. For the collection of primary data, a self-administered questionnaire was distributed among 340 respondents. In examining the literature relating to cause related marketing, a need for further research was identified for a number of reasons. First, there is considerable importance for this strategy in Egypt especially after 25th January revolution. Second, academic and practitioner research have indicated strong consumer support for the concept of cause related marketing, yet there has been limited evidence to date regarding the awareness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies. The results of this study show that Cause Related Marketing strategies do contribute to consumers{u2019} attitudes

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