Identifying Factors Affecting Cause- Related Marketing Success and Prioritizing Scenarios

Document Type : Original Article

Authors

1 assistant Professor, University of Tehran, Tehran, Iran.

2 Assistant Professor, University of Tehran, Tehran, Iran.

3 MSc University of Tehran, Tehran, Iran.

4 University of Tehran

Abstract

Increasing community and business attention to cause- related marketing has led to more academic research in this field. Therefore, prior to the implementation of cause- related marketing operations by enterprises in Iran, identification and prioritization of the factors affecting the success of cause- related marketing is necessary. The present research seeks to identify and prioritize cause- related marketing success scenarios from the perspective of consumers. The statistical population of this research was the consumers of Shiraz city. This research was based on purpose of application and descriptive-survey research in terms of research method. For data collection, a questionnaire was used. After data collection, data analysis was carried out using the Conjoint analysis method. The findings of this research showed that among the factors of affecting the success of cause- related marketing campaigns, from the consumer’s view were: 1. Cost factors 2. Factors related to the size of donations 3. Factors related to cooperation with the charity organization and, lastly, 4 The factors associated with the help form are important. Among the factors related to the place of spending, the first 0f childless children, then the health and special diseases, and finally poverty and education, are the priority for consumers. In relation to the factors related to the size of the grant, 1 to 5 percent of the price of the product, and then 5 percent of the price of the product above of is a priority. In relation to the charity, consumers prefer not to cooperate with the charity organization to cooperate with the charity organization. Finally, in terms of the factors associated with the form of help, consumers prefer a non-monetary form to a monetary form.

Keywords

References

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