The Effect Of Cause Related Marketing On Customer’s Attitude: The Case Of Eden Spring Water
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Date
2017-06-18
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Addis Ababa University
Abstract
Over the past 60 years, marketing has moved from being product-centric to being consumer-centric. Today we see companies expanding their focus from products to consumers to humankind issues, and where profitability is balanced with corporate responsibility. Now more and more companies use the cause-related marketing strategy as a way out of saturated markets and growing consumer awareness. Because it is a relatively new approach many researches have shown interest in this marketing communication strategy. Eden Spring Water Company is one of the pioneer in launching this marketing strategy in Ethiopia. However, no market survey was conducted to know consumer attitude. This is also the field of interest for this thesis and in particular how does cause related marketing affect consumer attitudes case of Eden Spring Water. In order to find out the answer for this question, the researcher used different theories, models, journals and books. The research approach was mixed research approach, data collection instruments was questioner and interview. A total of 400 questioners was distributed, but only 254 was used for the data analysis. The sampling technique was non-probability sampling technique (convenience sampling). The sample population of the study were consumer/customer of both individual and business firms of Addis Ababa. Data was analyzed using descriptive statistics, regression analysis and independent t-test. As the regression analysis result reveals, both three independent variables, consumer awareness, cause-fit and brand-fit have a significant effect on customer’s attitude towards brand purchase intention. The other result shows, there is no significant difference between individual and business customers of Eden Spring Water in their attitude towards brand purchase intention. Qualitative data was collected through the interview from company management. Both qualitative and quantitative data was analyzed separately. Data triangulation was done for confirm validity of the research findings.
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Cause related marketing, Corporate social responsibility, brand purchase intention