IMPORTANCE OF COMPANY’S

CSR ACTIVITIES IN INDIA

IT’S EFFECT ON CONSUMER BUYING BEHAVIOUR
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Research Report within Business Research Methods

Title: Importance of Company’s CSR Activities in India: It’s Effect on

Consumer Buying Behaviour

Submitted to:

Author:

Date: 10th March 2010

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Dear Maam,

Enclosed is a copy of “Importance of Company’s CSR Activities in India: It’s

Effect on Consumer Buying Behaviour.” This report is a summary of my findings
from the work that I completed during second trimester of my PGDM course
2009-11 at IMT, Ghaziabad. It will aid in understanding effect of CSR activities on
consumer buying behaviour and their brand preferences. I completed the report
on schedule and met all my proposed objectives.

As promised in my proposal, this report includes information on the effect of CSR

activities on consumer buying behaviour and their brand preferences in India.
This report also includes current buying habits of Indian consumers based on
their opinion. Through this research, I found that while consumers pay attention
to product quality before buying but CSR activities of company also plays vital
role in final consumer decision. This report also outlines recommendations for
company on improving their CSR activities.

If you have any questions and/or comments regarding the interpretation of this
report please contact me at the addresses or phone number above. Thank you
for your guidance for this project, and I look forward to working with you again
soon.

Sincerely,

Enclosure: Final Report

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Acknowledgement

It is my heartfelt pleasure and deepest sense of gratitude to offer our humble

and sincere thanks towards our project guide. Her precious suggestions,
academic excellence, incisive criticism, ineffable faith in me motivated me to
work towards my goal. I would also like to thank all our friends and survey
respondents, whose help and support made this research project come to life.

Abstract:
Problem: CSR is today a frequently used concept, as companies to a larger
extent are held accountable for what is happening in the society. The company
should
also inform the stakeholders about their CSR activities in an appropriate
way, in order to capitalise from all possible benefits. In order to make a
trustworthy impression and gain the most benefits, the choice of CSR activity
 3

and way of communication is crucial for the company, and therefore the
perceptions of the consumers are very important to know more about and
understand. Little research has been done about the consumers’ perception of
CSR.
Purpose: The purpose of this thesis is to find out how Indian consumers’
perceptions and behaviour towards a company are influenced by communication
of specific CSR activities.
Method: The data collection was done through a questionnaire that was
completed
online by 102 respondents. The respondents were asked to answer how
their view of the company and willingness to buy from a company was
changed by each the six specified CSR initiatives, as well as how they would
prefer to get information about a company’s CSR activities. Their responses
were analysed with help from consumer behaviour and promotion theories.
Conclusions: All the initiatives gave a positive influence on the respondents’
perceptions, but the ones resulting in the most positive changes of the
perceptions and willingness to buy were social responsible business practises,
cause-related
marketing and corporate philanthropy, which are initiatives where the company
are doing the largest effort instead of just encouraging others to make an effort.
The respondents answered that they trust the companies’ information about CSR
to some extent, but also think a third party should scrutinise the companies’
activities and inform. The most favourable channel for CSR information was in
the store and on packages, from environmental organisations and the
company’s webpage. Therefore it seems like the respondents value that the
companies provide information, but are not too forward and pushing the
information on them by for example advertisements.

TABLE OF CONTENTS

Acknowledgement.............................................................................iii
Abstract:..........................................................................................iv
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Introduction:.....................................................................................1
Theoretical Framework:.....................................................................1
Types of CSR Activities:......................................................................................1
Marketing Strategy:...........................................................................................2
Literature Review:..............................................................................................2
Research Gaps:..................................................................................................2
Objective:...........................................................................................................3
Research questions:...........................................................................................3
Research Hypothesis:.........................................................................................3
Methodology:....................................................................................3
Results and Analysis:.........................................................................4
Alternative 1 – Cause promotion........................................................................4
Alternative 2 – Cause-related marketing............................................................6
Alternative 3 – Corporate social marketing........................................................8
Alternative 4 – Corporate philanthropy..............................................................9
Conclusion:......................................................................................11
Discussion.......................................................................................12
Contribution and limitations.............................................................................12
Suggestions for further research......................................................................12
Appendix - Questionnaire.................................................................13
Bibliography:...................................................................................18
References......................................................................................19

References
 1

Introduction:
CSR is today a frequently used concept, as companies to a larger extent are held
accountable for what is happening in the society. The company should also
inform the stakeholders about their CSR activities in an appropriate way, in order
to capitalise from all possible benefits. In order to make a trustworthy
impression and gain the most benefits, the choice of CSR activity and way of
communication is crucial for the company, and therefore the perceptions of the
consumers are very important to know more about and understand.

In the last decade tendencies towards a more social aware community have
been strong. In itself these trends are nothing that is particularly new. People
have always preached for problems like public health, wildlife protection,
prevention of child labor etc. What is different now is that companies to a larger
extent are held accountable for what is happening in our society.

Companies that engage in CSR activities are likely to have different motives for
doing so.

Many researches claim that corporate social responsibility originally consists of

activities that a company performs out of commitment and duty. However, there
are also commercial motives for CSR activities. For example CSR activities may
result in advantages when it comes to receiving funding, recruiting new
employees, cost reductions etc. To capitalise from all possible advantages it is
crucial for the company to communicate their CSR work in an appropriate way.

Theoretical Framework:
Types of CSR Activities:
a) Cause promotion

Cause promotion is often done in the way that the company provide funds,
contribute financially or with any other resource, with the objective to increase
awareness, support fundraising or participation, or to recruit volunteers for a
specific cause. In this initiative persuasive communications are important, to
create concern and to persuade people to contribute or participate to support
the cause. In successful campaigns use of motivating messages and the choice
of effective media channels are crucial. They also make use of publicity, printed
materials, special events, web sites, advertising, featuring the logo and key
message of the company and those who represent the cause. Further methods
are employee involvement, messages on product labelling and to provide store
space for promotions.

Many of the potential benefits are marketing related, like strengthened brand
positioning and preference, increased traffic and consumer loyalty. Other
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benefits are that it gives customers and employees an easy way of contributing,
along with new and strong partnerships.

b) Cause-related marketing

Cause Related Marketing (CRM) is defined as “a strategic positioning and

marketing tool which links a company or brand to a relevant social cause or
issue, for mutual benefit”. When using cause-related marketing the company
decides to donate a specific percentage of the revenues or sales to a cause. The
offer is often for a specific product and time period. Cause-related marketing is
seen by many as a win-win situation, in which the company benefits and the
consumer can contribute to charity without any extra cost. There are different
types of agreements varying from a contribution per product sold or as a
percentage of the company’s profits. It might also be for one specific product or
a whole product range, and be for a brief time period or open-ended.

Marketing Strategy:
If a CSR activity is meant to influence consumers in any way it has to be
promoted to them. According to Peter and Olson (2008), the purpose of
promotion is to communicate information about products as well as convince
consumers to buy them. There are four major type of promotion: advertising,
sales promotion, personal selling and publicity. To link the promotion strategies
to the previously mentioned theories in this thesis one can say that promotions
are experienced by the consumers in the social and physical environment and
may cause affective and cognitive responses. Further, the consumers’ behaviour
can be strongly influenced by promotion.

Literature Review:
According to Johan Classon & Johan Dahlström(2006) CSR can influence
company performance. Moreover, a research problem and a purpose are
presented in order to paint a clear picture of what is to be researched. It has also
been explained why this topic is of importance to the researchers. On positive
side Research tries to cover topics not covered by few of previous research
papers and also Proposed new model for CSR-Performance chain after studying
Value linking chain but some lacking points are that Research is concentrated on
single industry – Clothing Industry and also Conclusion is on perceptions of
consumers about company and not on effect on sales.

Percy Marquina(2007) assesses the influence of CSR product features on

consumers’ behaviour in Peru. The study will involve investigating Peruvian
consumers’ preferences, using stated preferences elicited in response to
hypothetical choices under controlled experimental conditions. Noteworthy
points being that the research methodology will include stated preference
discrete choice modeling (SPDCM) and Research throws light on relation
between CSR and consumer social responsibility (CnSR). But on other side
research Does not study effectiveness of marketing strategies for CSR
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awareness. And also Research does not establish direct link between CSR
initiatives and sales of company.

ShelleyWigley(2008) assessed the impact of knowledge of a company’s

corporate social responsibility efforts on both attitude and purchase intent.
Results indicate that participants exposed to information about a company’s CSR
activities are more knowledgeable about those activities and that increased
knowledge positively impacts attitudes and purchase intentions. Pros of research
can be that it proposes innovative way of measuring CSR communication
effectiveness as well as it relates CSR communication effectiveness to sales. But
some cons can be that it does not throw light on category of CSR activities
responsible for influencing sales and does not study if consumer is willing to buy
more for supporting company’s CSR activity.

Research Gaps:
Delimitations: CSR include a wide variety of causes that companies can focus
on, as for example the environment and social problems such as diseases
working conditions etc. When performing our data collection including all
different aspects of CSR in one survey would result in big problems. Since
respondents are likely to grade the importance of the diverse issues in very
different way this would most probably reflect in the results of the thesis. To
solve this problem we have considered two solutions. The first one, including the
same questions about all of the different CSR aspects, was quickly disregarded
since it would put too much strain on the respondents a mean that the scope of
the theses would end up way to wide. Therefore the research in this project has
been focusing on environmental issues only, in more specific the global
warming. The environment is an issue with increasing importance as it is
becoming clearer how serious the state of the global environment is today.

Objective:
The purpose of this project work is to find out how consumers’ perceptions and
behaviour towards a company are influenced by communication of specific CSR
activities.

Research questions:
1. How is marketing of CSR by a company perceived by consumers?

2. How are the different CSR-strategies perceived by consumers and how might
this affect their behaviour?

3. How would the consumers prefer to get information about a company’s CSR
activities?
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Research Hypothesis:
1. CSR activities effects consumers perception of brand image
2. CSR activities creates favourable buying behaviour
3. Consumer perceives promotion of CSR activities in a positive sense
4. Consumer believes the message conveyed by firms regarding CSR
activities
5. Consumer believes that CSR activities are selfless work being done by
firms

Methodology:

The analysis is done using averages and correlation of variables. For presenting
the results bar charts have been used to each question and statement. Bar
charts are a good way to show the frequency of occurrences, so that highest and
lowest are clear, and also to easily get an overview of the trend and proportions
of the occurrences of values. The result of the analysis will then be summarized
in the conclusion, in order to answer the three research questions that were set
in the beginning of the thesis.

The variables selected are

1) Consumers perception of brand image as effect of CSR activities

2) Consumers willingness to purchase as effect of CSR activities

Secondary data is collected if various sources on internet. Ten papers on the

related topic were reviewed as detailed in Literature Review section. Also study
of models of consumer’s perception and buying behaviour is done using some
available books of marketing as detailed in Bibliography.

Results and Analysis:

The total number of respondents was 87 persons. The gender distribution was
slightly uneven, with 27 women (which is equal to 31 per cent) and 60 men (69
per cent).

Alternative 1 – Cause promotion

In alternative 1 the explanation was: “The company informs the consumers about global
warming and encourage them to donate money directly to research about the issue” .This is
an example of cause promotion.
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Alternative 1: This information would influence my perception of the company positively.

The result on the first question, if this information would give the respondent a more positive
view of the company, is that 60 per cent answered that they strongly agree or agree, and 18.4
per cent answered that they do not agree at all or only agree little. The rest 22% of the sample
population remained indifferent to the cause-related promotion of the company. The trend is
therefore that cause promotion gives to some extent a more positive view of the company.
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Alternative 1: This information would increase my willingness to buy from the company.

For the second question, if the cause promotion would make the respondents more willing to
buy from the company, the result is a bit less positive than to the first question. For this
question 45 per cent answered that they strongly agree or agree much, 23.1 per cent answered
that they disagree or strongly disagree. Another difference is that more respondents answered
that they would not be affected at all by this information, 31.0 per cent.

Column 1 Column 2
Column 1 1
Column 2 0.620369 1

The correlation between the perception of the consumers and their willingness to buy
indicates a positive relationship. It implies that the cause-related promotion can be used as a
tool to increase sales. However, the mean of the responses for the two questions works out to
3.55 and 3.22 which are just a shade over the point of indifference i.e. 3. One possible reason
for this is that in cause promotion the company say that they care about a specific cause;
however they do not show that they are actually doing something for the cause, except telling
the consumers to act. This alternative demonstrates a sense of care for a cause, which make
the respondents more positive towards the company. What could make the consumers a bit
sceptical though, and not make them even more willing to buy from the company, is that the
company is not doing more themselves, and instead encouraging consumers to take action.
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Alternative 2 – Cause-related marketing

In alternative 2 the text was “The Company donates 3% from the profit per product from a
certain product range directly to research about global warming”, which is an example of
cause-related marketing.

Alternative 2: This information would influence my perception of the company positively.

Cause-related marketing evidently give a more positive view of the company, according to
our respondents. As much as 87.3 per cent answered that they strongly agree or agree and the
most frequent answer was agree with 60.9 per cent. Only 4.6 per cent answered that they
disagree while no one strongly disagreed.
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Alternative 2: This information would increase my willingness to buy from the company.

The answers to the question if cause-related marketing would make them more willing to buy
from the company, the answers are still quite positive. 67.8 per cent answered that they agree
strongly or agree. Only 9.1 per cent answered that they do disagree or strongly disagree. 23
per cent mean that they are not at all affected by this information.

Column 1 Column 2
Column 1 1
Column 2 0.407487 1

The mean of the responses to the two questions works out to be 4.1 and 3.8 which is a
significant improvement from the levels seen in alternative 1. Hence, Cause-related
marketing clearly gives our respondents a more positive view of the company. The majority
of the respondents would also be more willing to buy from the company after the cause-
related marketing. In cause-related marketing the company actually gives away a part of the
profits from the sales of products to a good cause, and this seems to be appealing to the
respondents. A great majority answered that they got a more positive view of the company
and the majority would also be more willing to buy from the company. Even though the
correlation is relatively low between the changed perception and willingness to buy, the fact
that the opinions of a lot of people have changed would augur well for the company in the
future.

Alternative 3 – Corporate social marketing

In the third alternative, which is an example of corporate social marketing, “The company
informs about global warming and encourage the consumers to act environmentally friendly
by giving them tips on how to easily decrease their environmental impact at home”.
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Alternative 3: This information would influence my perception of the company positively.

Cause-related marketing evidently give a more positive view of the company, according to
our respondents. As much as 86.2 per cent answered that they strongly agree or agree. Only
3.4 per cent answered that they disagree while no one strongly disagreed.

Alternative 3: This information would increase my willingness to buy from the company.

On the second question 60.9 per cent answered that they strongly agree or agree and 23.5 per
cent answered do not agree at all or agree little. Only 8% disagreed. However, 31% of the
sample population remained neutral implying that their buying decision wouldn’t be affected.

Column 1 Column 2
Column 1 1
Column 2 0.375676 1

Social marketing made the majority perceive the company more positively, but the increase
in willingness to buy was not really as high. This is also indicated in the correlation results
shown above. Hence, the mean for the two questions also showed some deviation with
change in perception gathering a mean 4.15 while the willingness to buy recorded a mean of
3.69 only.

Corporate social marketing, like cause promotion, is a type of marketing that tries to make
the customers aware and change their behaviour by informing them, and the company makes
no other effort that is evidence of their support for the cause. Therefore it could make the
customers a bit sceptical about how good the incentive really is, because of the relatively
“low” effort from the company. This scepticism can be the reason why the respondents do
not to a larger extent have a higher willingness to buy from the company after a social
marketing campaign.
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Alternative 4 – Corporate philanthropy

The fourth alternative presented to our respondents is an example of Corporate philanthropy.

The alternative in the questionnaire read: The company donates the money directly to
research regarding global warming.

Alternative 4: This information would influence my perception of the company positively.

On the first question regarding this alternative, namely if the respondents would generally be
more positive regarding the company after having received such information our research
shows rather clearly that the answer to that question is yes. A cumulative percentage of 82%
of our respondents answered that they either agree either a lot or completely to the statement.
Only 1 respondent disagreed.
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Alternative 4: This information would increase my willingness to buy from the company.

For the second question, however, most respondents, 52.1 per cent, agree much or
completely with the statement indicating that this would in fact increase the willingness of
them buying from the company. A rather large group of respondents, 27.6 per cent, answered
that this kind of message would not at all affect their purchase decision in any way. While
only 10.3% disagreed.

Column 1 Column 2
Column 1 1
Column 2 0.426566 1

When looking at the overall picture of Corporate philanthropy it can be seen that this type of
information obviously has a positive effect on how customers feel about the company in
general. Our results show that even though the actions taken in this type of method has no
direct connection to product sales, it might influence consumers’ purchase intentions in one
way or another. To sum it up, our results tells us that Corporate philanthropy is indeed a
good method to use when the primary target is to improve the company image and
reputation. All though the results are slightly less positive when it comes to purchase
intentions is seems like Corporate Philanthropy might have a good influence on that notion
also.

Conclusion:
The first research question stated was: How is marketing of CSR by a company
perceived by consumers? The answer to this question is a resounding yes. The
consumers are interested in knowing about a company's CSR activities before
they make the all-important purchase decision.
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The second research question was stated as follows: How are the different CSR-
strategies perceived by consumers and how might this affect their behaviour?
The Cause promotion strategy was found to be the least effective among all the
strategies employed. However, corporate philanthropy and cause promotion
were the strategies that relatively didn’t increase the consumer’s willingness to
buy. For all the alternatives the perception was much more changed to the
positive than the willingness to buy. This implies that information about CSR
initiatives have a greater impact on the respondents’ perception of the company
than the purchase intentions. Thus, it seems that this type of marketing strategy
trigger affective and cognitive processes more than the overt consumer
behaviour is affected.

The third research question stated were: How would the consumers prefer to get
information about a company’s CSR activities? The answer to this is the
consumers want the information but from third party credible resources.

Discussion
Contribution and limitations
The contributions done by this paper is likely to be seen as valuable from the
point of view of companies, environmental organisations, governmental
organisations etc. It provides information that would help these institutions to
make good decision regarding how they should use CSR as a marketing tool and
in what way they can communicate their initiatives to the consumers.
Regarding limitations of the research there are a few that has limited our results.
First, the age of the respondents were not very equally distributed. The most
part of the respondents were in the age span of 20-25 years old. This limits the
ability to make generalisations to the whole population. However, as discussed
in the method section, theoretical generalisations are justified and in this case
satisfactory.
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Further, the fact that not any qualitative research is included in this thesis might
be seen as a weakness.

Suggestions for further research

When reviewing what has been the results of this thesis a lot of new and other
interesting is realised. First of all, it might be important to include more
qualitative ingredients in this type of research. This would enable the researcher
to gain a deeper knowledge about the consumers’ opinions. The results from
such research could easily be combined with the results from this thesis and
other research.
Further, we think it would be interesting to examine how the consumer would
like to receive this kind of information. So more research should be done on
what channel

Appendix - Questionnaire
Effect of CSR on sales of a company
Thank you for taking this questionnaire.
It will take only 2-3 minutes to complete. We appreciate your time. Your opinions are highly
valuable to us.

All your answers will be kept confidential.

1. Age
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2. Gender

Male Female

Here we present a fictitious company that wants to increase its involvement in

environmental issues. For each of the following questions we would like to know how
would you be affected by the actions of the company.

3.
The company informs the consumers about global warming and encourage them to
donate money directly to research about the issue

Neither
Strongly Strongly
Agree agree Nor Disagree
agree Disagree
disagree

This information
would influence
my perception
of the company
positively.

This information
would increase
my willingness
to buy from the
company.

4.
The company donates 3% from the profit per product from a certain product range
directly to research about global warming.

Neither
Strongly Strongly
Agree agree Nor Disagree
agree Disagree
disagree

This information
would influence
my perception
of the company
positively.

This information
would increase
my willingness
to buy from the
company.
 1

5.
The company informs about global warming and encourage the consumers to act
environmentally friendly by giving them tips on how to easily decrease their
environmental impact at home.

Neither
Strongly Strongly
Agree agree Nor Disagree
agree Disagree
disagree

This information
would influence
my perception
of the company
positively.

This information
would increase
my willingness
to buy from the
company.

6.
The company donates the money directly to research regarding global warming.

Neither
Strongly Strongly
Agree agree Nor Disagree
agree Disagree
disagree

This information
would influence
my perception
of the company
positively.

This information
would increase
my willingness
to buy from the
company.

7.
The company arrange a day when the employees, instead of their regular job tasks, on
working hours gets the opportunity to make an effort for the environment by planting
trees.
 1

Neither
Strongly Strongly
Agree agree Nor Disagree
agree Disagree
disagree

This information
would influence
my perception
of the company
positively.

This information
would increase
my willingness
to buy from the
company.

8.
How do you think that companies should inform their customers about their
environment related CSR performance?

Neither
Strongly Strongly
Agree agree Nor Disagree
agree Disagree
disagree

I think that
companies
should market
their CSR work
actively to me
as a consumer
through for
example
promotions in
media.

I think
companies
should only
supply
information
about their CSR
work that
consumers can
get when
needed or
interested.

9. If suppose some allegations are made concerning the disclosure of company's CSR

performance what would be your stance.

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Neither
Strongly Strongly
Agree agree Nor Disagree
agree disagree
disagree

I think it is
important that
companies inform
their customers
about what they
are doing for the
environment.

I think it is
important that
independent
organizations
scrutinize
companies’ work
for the
environment and
inform the
consumers about
it.

I trust the
information
companies publish
in their marketing
about their
environmental
work.

I trust the
information a third
party (for example
media,
governmental
organizations and
environmental
organizations)
publish about a
company’s
environmental
work.

10.
How would you like to get information about companies’ environment related CSR
activities?

Advertisements paid by the company (e.g. in TV, radio and

newspapers)

From employees (sellers etc.)

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In the store, on packages etc.

From environmental organisations

From governmental organisations

Through media (not paid by the company, e.g. articles and news)

The company's webpage

Finished? Submit your Survey

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Jersey: John Wiley & Sons

Barakat, A. & Tarestad, M. (2006). Help yourself by helping others: a study of

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Etang, J.L. (1995). Ethical corporate social responsibility: A framework for

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Gorard, S. (2003). Quantitative Methods in Social Science: The role of numbers

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Hague, P. (2006). Introduction to Market and Social Research. London: Kogan

Page
Howard, J. A. (1989). Consumer Behaviour in Marketing Strategy. New Jersey:
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Malmsten, M. & Zetterberg, F. (2005). Socialt ansvarstagande företag: - en

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Weinberg (2002). America's most generous corporations. Forbes Inc. Retrieved

April 17,2008, from
http://moneycentral.msn.com/content/invest/forbes/P64835.asp?Printer
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Miami
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Centrum/ Maastricht School of Management, Perú.
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Does increased awareness make cents? University of Texas.
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of CSR engagement in Swedish companies. Jönköping: Jönköping
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