We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
IMPACT OF CSR INITIATIVES ON CONSUMER BEHAVIOR.
- Authors
MURALIDHARAN, PUSHKALA; MADHAVI, C.; RAMANAN, SITALAKSHMI
- Abstract
Corporate social responsibility (CSR) is a form of corporate self-regulation integrated into a business model. The primary objective of CSR activities is to create a positive impact on the environment, community, employees, customers, suppliers and other members who impact and are impacted by business. The present study focusses specifically on consumer attitudes towards CSR. This study has been conducted on a sample group of 100 consumers, male and female, who belong to different age groups and who are at different stages in their life cycle. It tries to throw light on consumer awareness of this concept, their expectations from businesses, the role CSR plays in their buying decision, the negative activities that consumers consider unacceptable and may resort to boycotting products, the need for communication CSR initiatives by companies to their current and prospective consumers and even consumer skepticism towards CSR oriented companies. In this age of superior technology where information travels like the speed of light, it is important for companies to adopt the right business practice that increases their reputation and credibility in the eyes of the most important stakeholder - the customer. CSR practices become a point of differentiation for company and enable it to position itself right in its target market segment.
- Subjects
SOCIAL responsibility of business; CUSTOMER service management; PERSONNEL management; DECISION making in business; TECHNOLOGICAL innovations
- Publication
CLEAR International Journal of Research in Commerce & Management, 2013, Vol 4, Issue 3, p37
- ISSN
2249-4561
- Publication type
Article