Author/Authors :
ceylan, hasan hüseyin uşak üniversitesi - iktisadi ve idari bilimler fakültesi (iibf) - işletme bölümü, Turkey , köse, bekir uşak üniversitesi - uygulamalı bilimler yüksekokulu - uluslararası lojistik ve taşımacılık bölümü, Turkey , aydin, müfit uşak üniversitesi - iibf - işletme bölümü, Turkey
Title Of Article :
A RESEARCH ON CONSUMER PREFERENCES IN CAUSE RELATED MARKETING
Abstract :
Companies increasingly take advantage of cause-related marketing in order to increase sales, improve their image and support causes at the same time. The effectiveness and success of cause-related marketing depends on some factors. Therefore, this research examines whether customer response to CRM differs according to cause type, price-donation amount and gender. Data collected from a convenience sample of 113 academician enrolled at Uşak University were analyzed using Repeated Measures ANOVA. The results indicate that gender and price-donation amount do not affect the purchase intention of the consumer. But it was found that the purchase intention of consumer differs significantly in the types of social causes and gender * price-donation amount interaction.
NaturalLanguageKeyword :
Cause Related Marketing , Consumer Preference , Repeated Measures of ANOVA.
JournalTitle :
Afyon Kocatepe University Journal Of Economics and Administrative Sciences
