000			01970nab a2200193 4500
008			151104b xxu||||| |||| 00| 0 eng d
100			_aGupta, Shruti
245			_aExploring the Relationship Between Demographic Factors and Consumers’ Buying Behaviour Towards Cause - Based Marketing: An Assessment Study
260			_a _bIndian Journal of Marketing _c
300			_a49-61
520			_aCause - related marketing has been gaining strength for the last two decades not only in the Western world, but across the globe. Since its advent in the USA, it has been growing continuously in Europe and other developed countries as well. This marketing strategy is slowly penetrating into the markets of developing countries and has the potential to become a driving force in the field of social marketing. Companies cannot hope to succeed in another country simply by applying the successful model of a different country. Corporations need to have country-specific data of consumers' opinions so that they can come up with appropriate marketing strategies. Since the contribution to the cause is directly related to the sales and profit, consumers can sometimes be sceptic about the companies' motives behind these strategies or choose to support them too. However, at the end, these strategies are extremely crucial in creating a pragmatic approach in luring the customers' choice in an extremely competitive environment. Using a survey method, the paper attempted at evaluating customers' opinion regarding cause - related marketing by analyzing three measures: perception of customers, image of a company, and intention of customers when purchasing CRM products.
650			_aMarketing
650			_aCause based marketing
650			_aconsumer behaviour
700			_aKamal, Harsh
700			_aChaudhry, Harish
773	0		_039847 _dNew Delhi Indian Journal of Marketing _oS83425 _tIndian Journal of Marketing. 45(10) October 2015 _x0973-8703
942			_2ddc _c8
999			_c86913 _d86913