A Hangzhou Case Study Of Consumers' Attitudes And Associated Factors Towards Cause-Related Marketing

Cause-related Marketing(CRM)is a new kind of strategic marketing mode that originated in the 1980s and combines the social responsibility with strategic interest of enterprises. This kind of marketing mode is not only broadly adopted by many companies, but is also studied largely in theoretical academia. However there are a few empirical studies concerning CRM.Based on the review of and comment on the concepts and theories of CRM and consumers' attitudes, this paper advances structures and the mode of the study to analyze consumers' attitudes and associated factors. This paper has carried on measurement of consumers' attitudes. In writing this paper, the author designed a CRM Attitude Inventory Questionnaire. Then it carries on factor analysis and regression analysis.The result of the study shows: (l)Consumers' attitude to CRM is positive.(2)Different sex and age group have remarkable differences on attitude to CRM. Different types of CRM make consumers have remarkable different attitude. However, various majors and income levels do not show any significant differences on attitude to CRM. (3)Consumers in Hangzhou know little about Red Ribbon.According to the result of the study, we put forward three propositions for the company: (l)Select an appropriate supporting CRM cause. (2)Select the right type of support. (3)Carry on necessary media promotion. The author also put forward several propositions for the relevent government administration: (l)Support companies strongly. (2)Strengthen the guidance of public.However, this is only our preliminary research. To learn more about consumers' attitudes to CRM, we have to expand our research and extend our survey time and places.