A Study On Cause-related Marketing’s Influence To Purchase Intention Based On Consumer Perception

With the tendency of harder market competition, many enterprises come to realize that it isnot enough to rely merely on tradition marketing way to increase Purchase Intention. CRM beginsto receive more attention from the Scholars and the enterprises home and abroad. With a view tohaving a positive influence to Purchase Intention by means of CRM, the enterprises have to workout the strategy of Cause-related Marketing to stimulate the Purchase Intention.The article summarizes the main component of CRM, Purchase Intention and ConsumerPerception, that is established in the related documents. It analyzes the mechanism of action, howCRM influence to Purchase Intention based on the research to Consumer Perception and createsthe relation model on that fundament. The four primary properties of Cause-related Marketing areset. Otherwise, feedbacks are obtained by deep analyze on Psychological cognition, First choicebehavior, Depth recognition behavior. Questionnaire design is made on the basis of the abovementioned index that aimed at having a better understand to the consumers’ evaluation on Cause-related Marketing and the influence of Cause-related Marketing on Purchase Intention.The article carries out analysis by applying SPSS statistical software. The result shows thatCRM does have an effect on Purchase Intention. The four primary properties of CRM are positivecorrelated to Purchase Intention, in which the administration to publicity of CRM is the mostclosely positive correlated one. Meantime, the efforts on strengthening the intervention of CRM,product and brand matching and enterprises’ motive could gain recognition from the consumers.The primary three properties of Purchase Intention have weak positive correlation to CRM, whichis strongly positive correlated to Purchase Intention. The consumers in different age stage do nothave significant difference on CRM, but have some on Purchase Intention. The younger consumershave the stronger Purchase Intention because of CRM. The consumers in different education levelhave the same situation, which is only different on Purchase Intention. The consumers above ofjunior high school is stronger than the below ones on Purchase Intention. The consumers indifferent annual income are not distinct from each other, both on CRM and Purchase Intention. Thearticle will make suggestions to the enterprises according to the result from investigation.