Abstract
Cause related marketing is a fast growing phenomenon. A large number of firms have implemented it and have found it extremely successful. In Pakistan too, a number of firms have started using this approach. This study has focused on exploring whether the purchase of convenience goods in Peshawar is influenced by cause related marketing and that whether consumers prefer contributing to social causes over sales promotion tools such as discounts, extra quantity and sweepstakes etc. or not. Data for the study was collected from a sample of 300 respondents through a questionnaire. The results of the study show that majority of the respondents prefer contribution to social causes over any type of scheme or discount. However, the dependency of preferring causes on personal characteristics like age and gender etc. was not foun
∗ Usman Ghani,, Muhammad Jahanzeb Khan, Wisal Ahmed. (2008) The Impact of Cause Related Marketing on the Purchase of Convenience Goods in Peshawar, Journal of Managerial Sciences, Volume 2, Issue 1.
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