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.
