The Effect of Corporate Social Responsibility on South
In today’s competitive business environment, a company which understands thereasons why consumers chose to purchase their product or service instead of theircompetitors’ should be able to use these reasons to gain competitive advantage.As more consumers are becoming aware of social causes and believe thatbusinesses should play their part to improve the country’s social welfare,companies in South Africa are looking at ways to become more sociallyresponsible. The question in the minds of these companies though, is whether theirparticipation in social projects increases consumer loyalty, or whether brand, priceand quality still play a pivotal role in the decision making process.This exploratory study investigated the key attributes that impact on consumers’behaviour in respect of corporate social responsibility, brand, quality and price.Furthermore the research determined, out of eight kinds of social activities, whichwere the most important in the mind of the consumer.Applying the conjoint analysis technique, the study established that corporatesocial responsibility was the highest rated attribute, far exceeding the otherattributes of brand, price and quality. The study also reflected that child welfarewas the highest rated social cause.These findings illustrate the necessity for companies to invest in social activities,which will assist with the creation of a favourable corporate image among theirconsumers
Year of publication: |
2011-05-30
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Authors: | Munger, Belinda |
Subject: | Corporate social responsibility | Consumer behaviour |
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