Study shows support for marketing with a cause

Consumers are keen to know more about those companies that are involved in cause-related marketing programmes, according to a qualitative study published by Business in the Community this week.

Consumers are keen to know more about those companies that are

involved in cause-related marketing programmes, according to a

qualitative study published by Business in the Community this week.



The research supported the findings of two previous studies from

Business in the Community which found that when price and quality of a

product are equal, 86 per cent of consumers are more likely to by a

product associated with a cause.



Focus group discussion and in-store interviewing of consumers found that

despite a positive response to cause related marketing, consumer

awareness of programmes remains low.



According to Julia Cleverdon, chief executive of Business in the

Community, cause related marketing is currently ’an untapped

opportunity’.



Sir Dominic Cadbury, chairman of Cadbury Schweppes and the cause related

marketing initiative at Business in the Community said that cause

related marketing is an effective way of enhancing corporate image.



’The challenge is for business, charities, and causes to identify the

appropriate partnerships, and then plan, implement and communicate them

well,’ he said.



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