Consumers and CRM: a national and global perspective

• Published in: The Journal of consumer marketing Vol. 21; no. 3; pp. 183 - 189
• Main Author: Endacott, Roy William John
• Format: Journal Article
• Language: English
• Published: Emerald Group Publishing Limited 01.05.2004
• Subjects: Cause marketing; Consumer research; International marketing; Social accounting; Consumer research; Cause marketing; International marketing; Social accounting
• ISSN: 0736-3761
• DOI: 10.1108/07363760410534731

Cause-related marketing is expanding worldwide, but few countries appear to have research data about consumer opinions regarding the subject. Consumer research can help companies identify where and how they should position their product or service in a global market. Consumer research can also help society itself by identifying its citizens concerns and linking these, via a "good cause" or "community service", to a company that will contribute to the consumers own welfare, community, or global enhancement. Data from various countries highlight two different aspects in relation to consumer opinions: globally consumers expect businesses to support "good causes"; and the causes consumers wish to see supported appear to be influenced by country specific factors. The drive for businesses to look more closely at their corporate social responsibility has been gaining momentum and existing consumer research suggest cause related marketing may provide a valuable strategy to meet these expectations.