A critical analysis of cause-related marketing on consumer behavior: A study of a non-profit campaign in Abuja.
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study
Cause-related marketing (CRM) involves companies aligning themselves with social causes to enhance their brand image and drive consumer engagement. In Abuja, a non-profit campaign partnered with a corporate sponsor to promote a social cause while simultaneously boosting brand reputation. This study critically analyzes how cause-related marketing influences consumer behavior by examining the campaign’s messaging, the perceived authenticity of the partnership, and its overall impact on purchase decisions and brand loyalty (Eze, 2023). The research evaluates the emotional appeal and ethical considerations inherent in CRM, and how these factors affect consumer trust and willingness to support the cause. It also considers potential drawbacks, such as skepticism over the genuineness of the campaign and the risk of exploiting social issues for profit. Through a mixed-methods approach incorporating consumer surveys, focus group discussions, and analysis of campaign performance data, the study aims to provide actionable insights into optimizing cause-related marketing strategies to benefit both the non-profit and the corporate sponsor (Eze, 2024).
Statement of the Problem
Although cause-related marketing is increasingly popular, there is limited evidence on its effectiveness in altering consumer behavior, particularly in non-profit campaigns in Abuja. The challenge is determining whether CRM initiatives lead to genuine consumer support and increased loyalty or if they are perceived as opportunistic marketing tactics. Issues such as inauthentic partnerships, inconsistent messaging, and consumer skepticism can undermine the intended impact (Eze, 2023). This study seeks to address these gaps by critically evaluating the effects of CRM on consumer behavior and providing recommendations for improving campaign authenticity and effectiveness (Eze, 2024).
Objectives of the Study
To evaluate the cause-related marketing campaign’s design and messaging.
To assess its impact on consumer behavior and brand loyalty.
To recommend strategies for enhancing CRM effectiveness.
Research Questions
How does cause-related marketing influence consumer behavior?
What factors determine the success of CRM initiatives?
How can CRM campaigns be improved to build consumer trust?
Significance of the Study
This study is significant as it provides insights into the impact of cause-related marketing on consumer behavior, guiding non-profits and corporate sponsors in Abuja to develop authentic, effective campaigns that build long-term consumer loyalty (Eze, 2023).
Scope and Limitations of the Study
The study is limited to one non-profit CRM campaign in Abuja and focuses exclusively on cause-related marketing, excluding other promotional strategies.
Definitions of terms
Cause-Related Marketing (CRM): A strategy linking a company with a social cause.
Consumer Behavior: The decision-making process of consumers regarding purchases.
Non-Profit Campaign: An initiative aimed at promoting a social cause.
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