Cause related marketing in creation of trust on organic cosmetics

Mendon, Suhan and Achar, A P (2014) Cause related marketing in creation of trust on organic cosmetics. International Journal of Conceptions on Management and Social Sciences, 2 (2). pp. 37-41. ISSN 2357 - 2787

[img] PDF
May2014paper M6 (1).pdf - Published Version
Restricted to Registered users only

Download (95kB) | Request a copy

Abstract

The creation of trust is most important factor for a corporate on which consumer buying decision is depends on. Though one side corporate tries its level best to create trust in the minds of people by identifying cause importance another way it is essential for corporate to understand the role played by the psychographic and socio-demographic factors. The most important Corporate Social Responsibility of Body Shop & Lush is concerned and passionately against animal testing, to activate self-esteem, community fair trade, defend human rights, protects the planet, ethical trade, product features, packaging and labeling etc. So pertaining to this it is essential to identify the perception and attitude of people and the role of demographic factors in creation of trust. Organic cosmetics products are new to the Indian scenario and people are not much aware of it compare to general cosmetic products. Consumers’ taste and value for the bizarre brands for general cosmetic products is mainly depends on the price of the product, attributes of the product, existence of market competition and brand name in national and international level. But organic cosmetic products differ from these general cosmetic products in its features which has necessitated the need for this study in order to identify the cause impact in creation of trust. Factors encouraged making an in-depth work in the area of cause importance, demographic and psychographic factors which are concerned about environmental issues because product itself is environmental friendly. Research also reveals that Cause and buyer understanding is moderating the Corporate and Cause-fit on customers’ buying intention of sponsored products .This aspect has probed identification of various aspects of Cause and its impact on people in creation of trust.

Item Type: Article
Uncontrolled Keywords: corporate social responsibilty, cause imporatnce, cause amount, trust, psychohraphic and demographic
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 05 Apr 2016 12:30
Last Modified: 05 Apr 2016 12:30
URI: http://eprints.manipal.edu/id/eprint/145752

Actions (login required)

View Item View Item