Effect of Psychographic Factors on Consumer’s Attitude. Toward Cause Related Marketing

      Аннотация: This study about CRM was conducted with the objective to find out the relationship between psychographic factors and consumer’s attitude toward CRMP. Following four hypotheses were proposed for the purpose of this study: H1: Consumers with high level of ‘social responsibility’ have more positive attitude toward CRMP and consumers with low level of ‘social responsibility’ have less positive attitude toward CRMP. H2: Consumers with high ‘self confidence’ have more positive attitude towards CRMP and consumers with low ‘self confidence’ have less positive attitude toward CRMP. H3: Consumers with high ‘religiosity’ have more positive attitude toward CRMP and consumers with low ‘religiosity’ have less positive attitude toward CRMP. H4: Consumers with high level of ‘public self consciousnesses’ have more positive attitude toward CRMP and consumers with low level of ‘public self consciousnesses’ have less positive attitude toward CRMP. The study found that a majority of consumers had highly positive attitude toward CRMP and had high levels of social responsibility, self confidence, religiosity & public self consciousnesses. All the four hypotheses were found to be correct.

Ключевые слова: cause related marketing, Consumer Attitude, Psychographics