Eighty-six per cent of consumers will choose to buy a product associated
with a cause, if price and quality are equal, says the latest survey by
Business in the Community (BITC).
Of 1,053 people questioned, 61 per cent said they would even switch
retail outlet to one involved in a cause.
The survey - published this week - is designed to illustrate the
potential for ‘cause-related marketing’ (CRM) initiatives defined as
‘the marketing of a product, service or corporate image in conjunction
with a deserving cause’.
The report entitled ‘The Winning Game’ is the second piece of research
into the subject by BITC. Four months ago it conducted research among
marketing directors on attitudes to CRM (PR Week, 5 July).
It found that 70 per cent of directors felt CRM schemes like Cadbury’s
Strollerthon will become a more valued tool in the future although they
spent just one of cent of an average pounds 24 million budget on it last