NEWS: A good cause is good news for sales figures

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).

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

year.



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