3.DEMOGRAPHIC PROFILES OF CONSUMERS4
4.CONSUMERS’ ATTITUDES TOWARDS CAUSE-RELATED MARKETING5
5.PSYCHOGRAPHIC PROFILES OF CONSUMERS7
5.1.1External locus of control7
5.1.6Personal responsibility (healthy eating)11
5.1.7Social responsibility (environmental)11
6.PSYCHOGRAPHICS AFFECTS ON CONSUMER ATTITUDES TOWARDS CAUSE-RELATED MARKETING16 7.CONCLUSION18
8.LIST OF REFERENCES20
ANNEXURE A -Consolidated consumer questionnaire into one spreadsheet21 ANNEXURE B - Demographic profile on Consumers educational qualifications21
The purpose of this assignment is to understand and unearth the attitude of consumers towards Cause-Related Marketing (CRM) and the role of psychographics in creating certain attitudes towards cause-related marketing. In today’s world, marketing is not merely about the market only; companies are devising different plans to contribute to societal development activities along with their achievement of company goals and objectives. CRM is one of those strategies that enable the marketers to involve the consumers directly into the process. CRM has become one of the fastest growing forms of marketing communication. Consumers with different backgrounds respond to CRM differently.
2. SURVEY METHODOLOGY
The survey information was collected and consolidated into one spreadsheet as shown in Annexure A. A questionnaire was used to gather the information, the questionnaire was structured into two parts section (a) which comprised of six general questions and section (b) comprised of 48 specific questions. The questionnaire was completed various as groups in terms of age, gender and ethnicity. The total scores and percentages for each consumer were analysed and used to complete the assignment. A detailed profile of consumers is depicted in Figure 1 below summarises the overall consumer and was derived from the name provided and validated by the interviewer of each respondent.
Figure 1: Demographic Profile of Consumers
3. DEMOGRAPHIC PROFILE OF CONSUMERS
Figure 2: Demographic Profile of Consumers
The sample provides a wide array of respondents in terms of ethnicity with Black being the majority. Females featured prominently in the survey outscoring their male counterparts by 12 to 4 (75%: 25% split) as shown in Figure 2 above. The highest educational qualification ranged from matric to degree. The ages of the respondents ranged from 23 to 51 years. The dominant groups are Black and Indian females between the ages of 30-39 years who have a degree as their highest educational qualification. The demographic profile can therefore be described as both males and females of the core South African ethnic groups who have at least a high school qualification and are employed. They also have some sort of affinity towards technology and are up to date with modern trends.
Figure 3: Demographic Profile of Consumers in terms of Gender and Education Based on the information, 67% of the females have obtained an undergraduate qualification (degree) as opposed to only 50% of the males.
Figure 4: Demographic Profile of Consumers in terms of Race and Education Also from the data you can ascertain that of the sample size, 100% of the Indians that were interviewed all have a degree followed by 67% of black individuals, refer to the detail analysis on Annexure B.
4. CONSUMERS’ ATTITUDES TOWARDS CAUSE-RELATED MARKETING CRM is a mutually beneficial collaboration between a corporation and a non-profit in which their respective assets are combined to create Shareholder and Social Value; connect with a range of constituents be they consumers, employees, or...