Question

When are you aware of cause-related marketing for purchases you make? When does cause-related marketing affect what you purchase?

Answer 1

Cause marketing has come into existence since 1976. It is a corporate social responsibility concept of the organisation, through organisation attain enhanced profitability while serving societies needs. It is a double edged sword concept.

Supporting a cause by offering certain donations in large supermarkets is an example of cause related marketing. This helps the organisation to attain tax deduct able profits while it also helps the non profit organisations to accumulate funds to operate smoothly.

Cause related marketing make take place in various forms like transactional campaigns, point of sale campaigns, Pin ups, Message oriented campaigns,etc.

Example: DICK's Sports matters which was launched in 2014, this was launched to support the younger athletics with no minimum support to enhance their skills.

Purchase intentions:

i). Level of involvement of organisation in supporting society makes the consumer chose to purchase certain product.

ii). Endorsements of the campaigns also influence purchase intentions.

iii). Relatedness of the brand to the cause is the major element in customers purchase intentions.

iv). Personal connection and emotional feelings of the customer also effect the purchase decision.

v). Importance and concern of the customer to the cause also helps in deciding to purchase a product.