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Consumer Attitude and Behaviour Towards Cause Related Advertisements

Consumer Attitude and Behaviour Towards Cause Related Advertisements

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A Project Report on

“Consumer Attitude & Behaviour Towards Social Cause Related Advertisements”
in partial fulfilment of the requirement of Master of Management Studies (MMS)

conducted by

Rizvi Institute of Management Studies & Research
under the guidance of

DR. KALIM KHAN

Submitted by: NAWAF ABDUL GAFOOR GHANSAR MMS (MARKETING) Roll No. – 70 2009-11

ACKNOWLEDGEMENT

I wish to express my sincere gratitude to all the people who have helped me and supported me during the duration of my project. First of all I would like to thank God who made everything possible. I am eternally grateful to my guide and mentor Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research for providing me the opportunity to do my project work and also providing me the facilities of the entire institution for completing my project. His timely advice right from the conceptualization of the project to its submission has made it possible for me to submit my project report.

I also wish to thank Prof. Mohd. Osaid Koti, Rehan Faquih, Raees Basri, Giselle Martin, Ruksana Mamoo and all the respondents who filled my questionnaire for this report, for their invaluable suggestions, time and effort during the course of the project.

It will not be fair if I do not thank my parents who have given me undivided support and encouragement for completing this project. The support staff at the institute has also been very willing to help me complete my project and I thank them for their help. Lastly, I would also like to thank my friends and fellow batch mates who motivated me to keep going and finish the project.

Nawaf Abdul Gafoor Ghansar Roll No. 70 MMS Marketing

DECLARATION

I declare that the project titled “Consumer Attitude & Behaviour Towards Social Cause Related Advertisements” is a record of the research carried out by me in my fourth semester for the academic year 2009-2011 under the guidance of my mentor Dr. Kalim Khan, Director, Rizvi Institute of Management Studies & Research.

I also declare that the project is a result of my effort and hard work and the guidance of my mentor and has not been submitted anywhere else for a degree of any other university. All the information, analysis and details hold true to the best of my knowledge.

__________________________ Nawaf Abdul Gafoor Ghansar Roll No. – 70 Batch of 2009 – 11 MMS Marketing

Kalim Khan. __________________________ Dr.CERTIFICATE This is to certify that Nawaf Abdul Gafoor Ghansar. Roll No. 71. Kalim Khan Project Guide Director RIMSR . for the academic year 2009-11. a student of Masters of Management Studies (MMS). Director – Rizvi Institute of Management Studies & Research in partial fulfilment of the requirement of Masters of Management Studies (MMS) by Rizvi Institute of Management Studies & Research. specializing in Marketing has successfully completed the project titled “Consumer Attitude & Behaviour Towards Social Cause Related Advertisements” under the guidance of Dr.

Research was done to analyze the consumer attitude towards social cause related advertisements with respect to the age group. consumers are more educated now and concerned about not only themselves but also the society they live in. There exists a huge clutter in the mind of the consumer and brands are trying to fight for every inch of space. . This was done through means of a structured questionnaire among a considerable sample. Cause branding has emerged as an effective alternative to differentiate one‘s offering from that of the competitor‘s. income group and gender. As a result of these developments. Brands are trying various methods so as to make the consumer remember the brand. My research in this topic started with understanding the need of the study and the framing of the objectives for the research. Limitation to the study was the fact that the sample was interviewed within various areas of Mumbai city. Differentiation based on product quality and benefits is no longer effective as most of the offerings are identical thanks to the access to technology. Moreover. Many companies are associating themselves with social causes and are aligning their communication objectives based on the cause they associate with.EXECUTIVE SUMMARY The research was started with the objective of studying the ―Consumer Attitude & Behaviour towards Social Cause Related advertisements‖. The recent economic downturn has proved that in today‘s competitive market it is becoming increasingly difficult to survive. This is having an advantage of improving the brand image of the brand and also in recall of the brand. Thus the results of the study cannot be applied to other parts of the country.

While doing this it can also be used at the same time for building an emotional chord with the consumers by aligning business with social commitments. This way the brand gets a more softer and positive image and gives space in the minds of the consumer. The cause may be affecting many people across the country and associating the brand to overcome the problem will strengthen the ties the customer has with the brand. Another major reason is to create a strong bond with the customer. Brand loyalty has decreased over the years and one way to make sure that customer stays with the brand is to associate with a social cause. . Another added advantage would be the possibility of consumers to become potential customers. It also helps in increasing the morale of the employees and increase sales of the company.

................................................................................3 Benefits of Advertising ............2....2................................................................ 5 1........... 4 1..............................................TABLE OF CONTENTS Chapter 1 ........1 Advantages in Television Advertising ................................... 7 1...........................5 Persuasion ...................................6 Target Oriented ......2...........................................0 Introduction ..............4 Provide Publicity to Goods...................................................................................0 Introduction ......... Services & Ideas ................................................... 5 1.....1 Television as a Medium of Advertisements ..............2..............2....... 2 1..............2 Paid Form of Communication ....................... 6 1... 4 1...9 Creativity ..................................1 Definition of Advertising ..............1 Advertising Provides Information .....................3 Non-personal Presentation .. 4 1..................................................1.....2 Features of Advertising ................................................................... 5 1.........2.....................................................8 Important Element in Marketing Mix ................................ 5 1........................................... 15 2....................................................................................................4 Origin & Background of Advertising ............................. 1 1.....................Introduction to Advertising . 14 2.......................................................................2....... 6 1....... 14 2.......................... 1 1............................................................................................................................. 4 1.............. 16 .............2........ Science & Profession ................................................................................. 10 Chapter 2 ..........Mediums of Advertisement .................7 An Art........................................................The Essence of Advertising..............................................................2.................................

............................................ 21 2..........................................................2 Disadvantages in Television Advertising ..........................................1 Advantages in Digital Advertising ...........5......................1 Advantages in Telephone Advertising .................2 Disadvantages in Print Advertising .................................................................................... 20 2...................................................................................3..... 35 4.............2 Radio as a Medium of Advertisements ......................................... 16 2....................1 Advantages in Print Advertising ..........2 Disadvantages in Digital Advertising .....................2 Disadvantages in Radio Advertising ............................................4 Telephone as a Medium of Advertising ....... 17 2................4...................0 Introduction to Social Causes in India .............................2 Causes Advertised ............................. 35 4....................................1 Why Cause Marketing ................. 39 4.........1...........................................1 Advantages in Radio Advertising .2....4............................................................. 22 2...2...................................................... 26 3............................................................................................ 18 2.....5....... 19 2............................................................................2 CSR: The Indian Reality ........................................................................3 Print as a Medium of Advertisements ..... 30 Chapter 4 – Introduction to Social Advertisements ................................. 24 3............0 Cause Related Advertisements .............. 24 3..............................................................3................1................................................................................... 17 2...................5 Digital as a Medium of Advertisements .... 21 2.......... 23 2..............2 Disadvantages in Telephone Advertising ... 43 ............................1 Corporate Involvement . 18 2.................................................................................................................................................. 19 2........................ 23 Chapter 3 – Social Causes in India .....................................

...............1 P&G‘s ‗Shiksha‘ Campaign .....................................................................4.............................................................................................8 Religiosity ............................................................................... 58 Chapter 7 – Data Analysis and Interpretation .................. 57 6.................... 56 6.................1 Data Analysis ..... 59 ................................... 54 5......................................................................................4 Public Self-consciousness ............2 Tata Tea‘s ‗Jaago Re‘ campaign ...................... 45 Chapter 5 ..................................... 50 5........................................................................................................ 59 7......................................................................1..................................... 56 6..................................... 55 Chapter 6 – Research Methodology ............................ 52 5.......5 Limitations of the Study .....................................0 Introduction .........1 Psychographic Factors .......................................................... 50 5......................1.......................... 54 5...................1................................................................................................................................................................................................ 43 4.............................3 Self-confidence ...................... 58 6..................6 Advertising Scepticism ............................................2.............1.......................................1.........9 Social Networks ............................5 Interpersonal Trust .........2 Locus of Control .... 48 5................1...... 51 5.....3 Sample Size ...............2........Consumer Attitude towards Social Advertisements .........2.............................1.................1 Need for the study..................................................... 52 5........................................................................................................7 Personal and Social Responsibility ..... 53 5..................2..................................1 Support for Cause-Related Marketing as Pro Social Behaviour ... 48 5....................4 Sampling Procedure ............................................................................................................................. 53 5................................

....2..................3 Monthly Household Income ......................................................1 Factors that make Respondents Watch a Complete Advertisement ................................................ 63 7.........2......3 Features of Social Ads that can be Re-called ........................ 59 7....................2.....2......2 t-test ..............1 Attitude towards Advertisements..... 62 7......... 62 7....................7.........1..............................2...........1...............2........................... 64 7...............2...........1............2 Data Interpretation ....................................................... 62 7...............1...... 61 7................2.....................3......... 90 7...............2.........3 Likeability towards Various Cause Related Ad Campaigns ................................2 Chi-square Test to Find the Attitude towards Watching Advertisements....................... 65 7. 94 7.2..........2..........................2 Advertisement Preference for Repeat Viewing .........1 Chi-square Test to Find Amount of Time Spent Watching TV Daily .. 71 7...2...............3 Impact of Social Cause Related Advertisements ........................... 59 7..3................. 65 7........2.....1.............2 Factors that make Respondents Remember an Advertisement ....... 77 7.................... 85 7....4 Factor Analysis ...........2 Age Group .......2...............................................................1..... 93 7............2.............. 82 7..........2.......................................1.............................2.......................................................................................2...........1.............. 92 7..........3 Chi-square Test to Find the Advertisement Viewing Habit .......................2.......1....4 Attitude towards Brands that get into Social Cause Related Advertisements .........2.1 Gender .....1......................................... 95 ....2.. 90 7...4 Impact on purchase of Various Cause Related Ad Campaigns .3.........................................1 Chi-square .................................. 60 7............................................................3..1 Respondent Profile .....3 Anova .

......................2...............................3 Two-way Anova with Replication for Time Spent Watching TV & Ad Viewing Habit with Attitude towards Cause Related Marketing ..............................................5 Two-way Anova with Replication ............ 146 Bibliography ......... 113 Chapter 8 ..................................................................................... 125 8.....................................................................................................................................................................................................................................................................................................2 Two-way Anova with Replication for Age & Income with Attitude towards Cause Related Marketing .....................................Suggestions and Recommendations............. 125 8.............................................................5................ 131 Appendices ...........................................7.....................2..............................................................................................5..................................... 132 Appendix 1 – Questionnaire ...................2 Recommendations..... 132 Appendix 2 – List of Tables ..................................... 141 Appendix 3 – List of Figures ............. 101 7.......1 Two-way Anova with Replication for Age & Gender with Attitude towards Cause Related Marketing ......................................................... 97 7..................... 129 Chapter 9 – Conclusion ... 97 7....................................................1 Summary of the Analysis ............................................................ 147 ........................2.....2.......................5......

Introduction to Advertising 1. radio and newspapers indicates its benefits in sales promotion. It is getting popularity in the present highly competitive and consumer oriented marketing.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 1 Chapter 1 . to create awareness and finally to influence the buying behaviour of consumers.0 Introduction Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. The basic purpose of advertising is to give information. All products old and new. A product or service is advertised to create awareness in the minds of potential buyers. Advertising is within the scope of promotion which is one element in the marketing mix. Advertising is certainly needed in marketing but is equally important and essential in social. New communication techniques are now used for making advertising attractive and agreeable. consumer and durable. Nawaf Ghansar Rizvi Institute of Management Studies & Research . This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product/ service/ manufacturer. Manufacturers supply information about new products through advertising. The dictionary meaning of the term advertising is "to give public notice or to announce publicity". cultural and political aspects of our life. It is a medium of mass communication. The fact that companies spend crores of rupees on advertising through TV. The term 'Advertising' originates from the Latin word 'advertere' which means "to turn the mind towards". cheap and costly need extensive advertising for sales promotion and consumer support. to attract attention. Advertising facilitates large scale marketing.

known as the five Ms: Mission: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated? 1. Ads are a cost effective way to disseminate messages. In developing a program. advertising is handled by someone in the sales or marketing department. charitable organizations. defines advertising as: "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost". and other forms of advertising. Most companies use an outside agency to help create advertising campaigns and to select and purchase media.1 Definition of Advertising Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. and handle direct-mail advertising. whose manager reports to the vice president of marketing. The advertising department‘s job is to propose a budget. In small companies. whether to build brand preference for Coca-Cola or to educate people to avoid hard drugs. Then they can make the five major decisions in developing an advertising program. approve ads and campaigns. and government agencies that direct messages to target publics. The Institute of Practitioners in Advertising (IPA). develop advertising strategy. marketing managers must always start by identifying the target market and buyer motives. dealer displays. Nawaf Ghansar Rizvi Institute of Management Studies & Research . who works with an advertising agency. A large company will often set up its own advertising department. the body which represents advertising agencies. Organizations handle their advertising in different ways.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 2 Advertisers include not only business firms but also museums.

services or ideas Advertising promotes goods. verbal message. In such cases a kind of manipulative or malicious intent is associated. as advertising is an indirect form of conveying messages.  Goods.  By an identified sponsor People or groups who do not identify themselves do a lot of publicity and propaganda. magazines.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 3 Kotler and Armstrong provide an alternative definition:"Advertising is any paid form of nonpersonal presentation and promotion of ideas. etc. It is not free.  Non-personal This phrase distinguishes advertising from personal selling.  For action This phrase denotes the action-oriented nature of advertising. advertising can be in any form that best conveys the message. illustration. places and events as well as institutions. So it is distinguished from free publicity. The American Marketing Association defines advertising as "any paid form of non-personal presentation and promotion of ideas." The key elements in the above definition are:  Any form Advertising can take any of the following forms of presentation. goods or services by an identified sponsor. It also promotes persons and parties. services and ideas. goods and services through mass media such as newspapers. It could be a sign.  Paid for Advertising is always paid for. television or radio by an identified sponsor". Nawaf Ghansar Rizvi Institute of Management Studies & Research . symbol.

However even in advertising target consumers or target market can be selected for making an advertising appeal. 1. The advertising message and brand name are also given.1 Advertising Provides Information The basic purpose of advertising is to provide information about products/services to prospective buyers. slogan. 1. uses. benefits.2.2.2 Paid Form of Communication The advertiser has to pay to the media for giving publicity to his advertising message. In advertising.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 4 1.2. Nawaf Ghansar Rizvi Institute of Management Studies & Research . given in the advertisement. Advertising is a form of paid communication. the message is given to all and not to one specific individual. etc. This rule is applicable to all advertising media including press. The information supplied gives education and guidance to consumers and facilitates correct selection of goods by them. The details of products such as features.3 Non-personal Presentation Advertising is non-personal in character as against salesmanship which is personal (face to face communication) in character. manufacturer's name. and instructions to be followed while using the product are given in the advertisements.2 Features of Advertising 1. prices. He pays for the advertisement and naturally he decides the size.

and life insurance is useful for placing new ideas before the people. creates desire to have the same and finally induces consumers to visit the market and purchase the same. science and a profession. children. 1. It is an art as it needs creativity for raising its effectiveness.5 Persuasion Advertising aims at persuasion of potential customers.2. Advertising has psychological impact on consumers. advertising on family planning. Advertising is now treated as a profession with its professional bodies and code of conduct for members.2. Advertising agencies and space brokers function as professionals in the field of advertising. Services & Ideas Advertising is for giving information to consumers. This selection of a specific market is called target market.2.2.g. Advertising attracts attention towards a product. Advertising becomes effective and result oriented when it is target oriented. The aim is to make the ideas popular and thereby to promote sales. It influences the buying decisions of consumers. Advertising gives new ideas to consumers as its contents are meaningful.6 Target Oriented It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e. housewives.) for the purpose of advertising. 1. etc. For example.4 Provide Publicity to Goods. 1. Advertising is a science as it has its principles and rules. Science & Profession It is now universally accepted that advertising is an art. Nawaf Ghansar Rizvi Institute of Management Studies & Research .7 An Art.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 5 1. This information is always related to the features and benefits of goods and services of different types. family welfare.

advertising will be like a body without a soul.The Essence of Advertising Advertising is a method of presenting a product in an artistic.2. Many companies now spend huge funds on advertising and public relations.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 6 1. Creativity can be introduced by creative people (professionals) in the field of advertising. attractive and agreeable manner. It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mix are reasonably favourable. They introduce new techniques for introducing creativity. This is natural as advertising alone is not adequate for promoting sales. 1. Nawaf Ghansar Rizvi Institute of Management Studies & Research .8 Important Element in Marketing Mix Advertising is an important element in marketing mix. Without creativity.9 Creativity . This is possible through the element of creativity which is the essence of advertising.2.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

7

1.3 Benefits of Advertising
The benefits derived from advertising are manifold. It is one of the most important components of the marketing process. This is beneficial to manufactures, traders, consumers and society as a whole. Advertising offers the following main benefits -

1. Introduces a New Product in the Market:Advertising plays significant role in the introduction of a new product in the market. It stimulates the people to purchase the product.

2. Expansion of the Market:It enables the manufacturer to expand his market. It helps in exploring new markets for the product and retaining the existing markets. It plays a sheet anchor role in widening the marketing for the manufacture's products even by converting the customers living at the far flung and remote areas.

3. Increased Sales:Advertisement facilitates mass production to goods and increases the volume of sales. In other words, sales can be increased with additional expenditure on advertising with every increase in sale, selling expenses will decreases.

4. Fights Competition:Advertising is greatly helpful in meeting the forces of competition prevalent in the market. Continuous advertising is very essential in order to save the product from the clutches of the competition.

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 5. Enhances Goodwill:-

8

Advertising is instrumental in increasing goodwill of the concern. It introduces the manufacture and his product to the people. Repeated advertising and better quality of products brings more reputation for the manufacturer and enhances goodwill for the concern.

6. Educates the Consumers:Advertising is educational and dynamic in nature. It familiarizes the customers with the new products and their diverse uses and also educates them about the new uses of existing products.

7. Elimination of Middlemen:It aims at establishing a direct link between the manufacturer and the consumer, thereby eliminating the marketing intermediaries. This increases the profits of the manufacturer and the consumer gets the products at lower prices.

8. Better Quality Products:Different goods are advertised under different brand names. A branded product assures a standard quality to the consumers. The manufacturer provides quality goods to the consumers and tries to win their confidence in his products.

9. Support the Salesmanship:Advertising greatly facilitates the work of a salesman. The customers are already familiar with the product which the salesman sells. The selling efforts of a salesman are greatly supplemented by advertising.

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 10. More Employment Opportunities:-

9

Advertising provides and create more employment opportunities for many talented people like painters, photographers, singers, cartoonists, musicians, models and people working in different advertising agencies.

11. Higher Standard of Living:The experience of the advanced nations shows that advertising is greatly responsible for raising the living standards the consuming power of men and creates want for better standard of living. By bringing to the knowledge of the consumers different variety and better quality products, it has helped a lot in increasing the standard of living in India.

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

4 Origin & Background of Advertising Since ancient times.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 10 1. Ayer & Son was opened. With time. advertisements started appearing in weekly newspapers in England that were mainly used for promoting books. a candle or even a bag of flour. education became an apparent need and advertising developed to printing handbills. Consequently. the first full-service agency named N. they were brokers for advertisement space in newspapers. advertising agencies were established and services extended. a horseshoe. a hat. Mail-order advertising grew with the success of advertising in the United States. French newspaper ―La Presse‖ became the first newspaper to include paid advertising in its edition. Gradually. a clock. the practice of sponsoring radio programs popularized and they started allocating sponsorship rights to multiple businesses instead of single businesses. traders started using images to associate their trade. Advertising grew with the expansion of economy in the 19 th century. Wall or rock painting was another common commercial advertising form. However. By the 17th century. which is still present in parts of Asia. printing press advanced and newspapers became increasingly affordable. as towns and cities began to expand. Around 1840. In 1836. a suit. It also reduced its prices to extend readability and increase profitability. a diamond. assuming responsibility for advertising content in Philadelphia. Soon. Initially. Nawaf Ghansar Rizvi Institute of Management Studies & Research . false advertising and quack advertisements created problems in the regulation of advertising content. Africa and South America. In 1869. Egyptians made sales messages and wall posters using papyrus (these displays and messages can well be seen in the ruins of Pompeii and ancient Arabia). radio equipment manufacturers and retailers established radio stations to sell more radios to consumers.W. In early 1920s. such as a boot.

1780. The recent advertising innovation is ―guerrilla advertising‖ that makes use of unusual approaches. operating solely on advertising revenue. giveaway of products such as cars covered with brand messages. new frontiers opened for advertisers. The history of advertising in India parallels the history of the Indian Press. specialty channels emerged that were devoted entirely towards advertising such as QVC. Home Shopping Network and ShopTV Canada. giving further boost to advertising. Advertising transformed into a modern approach in 1960s. The first newspaper of the Indian subcontinent was the ‗Bengal Gazette‘ or the ‗Calcutta General Advertiser‘. with creatively produced advertisements tempting consumer‘s eyes.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 11 The same practice was later carried on to the television in late 1940s and early 1950s. This could well be seen in the Volkswagen ad campaign that featured headlines like ―Think Small‖ and ―Lemon‖. and interactive advertising where viewers can respond to become part of the advertising messages. With the boom of Internet in the 1990s. with the intention of helping the users. indulging in online advertising. Steadily. Cable television was introduced in late 1980‘s and early 1990s. Advertising has come a long way from its inception and there is much progress to be covered in the time to come. Nawaf Ghansar Rizvi Institute of Management Studies & Research . It carried a few advertisements. The entry of 21 st century saw various sites. The era of modern advertising saw promotion of ―position‖ and ―unique selling proposition‖ that was designed to associate every brand with a specific idea in the reader or viewer‘s mind. such as staged encounters in public places. including the much-used search engine Google. A number of corporations came up. started by James Augustus Hicky on January 29.

The first Indian ad agency. By 1830. was established. the Indian Advertising Agency. By the beginning of the 19th century the pattern of advertising revealed a definite change. which gave impetus to Indian industries. the National Advertising Service. was launched in the very early years of the 20th century. In 1931. the advertising business was well on its way to growth and expansion. harm to workers and to humans and other creatures. arrival and departure of ships and sale of furniture. around three dozen newspapers and periodicals were being published on a regular basis from India. also claims to be the oldest existing Indian agency! This was followed by the launch of the Calcutta Advertising Agency in 1909. Central Publicity Service in Bombay and Calcutta and the Oriental Advertising Agency in Tiruchirapalli. appointments. deaths. advertising. With the rise of new industries. even from British companies. increased. Spinning the Charkha and wearing Khadi became a very powerful tool to fight the British government. Mahatma Gandhi described Swadeshi as ―a call to the consumer to be aware of the violence he is causing by supporting those industries that result in poverty.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 12 During the early years the newspapers announced births. During the post independence era. The growth of advertising in India is also linked to the ‗Swadeshi‘ movement (1920-1922). the most important being the Modern Publicity Company in Madras. located in Girgaum in Mumbai and launched in 1905.‖ Swadeshi Movement was an attempt to take economic power from the British by the use of domestic made products. By the 1920‘s a number of Indian agencies were working from the major Indian cities. The power of advertising increased rapidly with the growth in trade and commerce. Even the daily newspapers announced themselves through advertisements in existing periodicals. B Dattaram & Co. the first full-fledged Indian ad agency. Nawaf Ghansar Rizvi Institute of Management Studies & Research . On the other hand.

they began to offer art works. the Society of Advertising Practitioners was established and advertising clubs came up in Bombay and Calcutta to promote higher standards of work. the Bengal Gazette. Television Rating Points. Table 1. Besides selling space in newspapers and magazines. the National Advertising Service was established. The advertising agencies expanded their services and this was due to the phenomenal growth in media.1 – Important Years in Advertising History Nawaf Ghansar Rizvi Institute of Management Studies & Research .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 13 The Indian Society of Advertisers was formed in 1951 and in May 1958. provided ad agencies with statistical data on consumer/ viewer likes and dislikes and helped them create effective media plans and ad campaigns. one of the early companies making advertisements for newspapers was launched in Mumbai. The first ad agency. improved printing machines and the development of commercial art gave the ad business a further boost. popularly known as TRP measurements. 1780 1905 1920 – 1922 1920 – 1929 1931 1951 Modern advertising history began with classified advertising. Market research and readership surveys led to further professionalization of the advertising industry. Ads appeared for the first time in print in Hickey‘s weekly newspaper. The Indian Society of Advertisers was formed. organization of fairs and exhibitions and market research. The introduction of multi-colour printing. Years of the Swadeshi movement The first foreign owned ad agencies were set up. B Dattaram & Co. Newspaper studios trained the first generation of visualizers and illustrators to produce advertisements for the print media.

Overall Industry size (INR Bn)* Television Radio Print Out of Home Digital Advertising 2007 211 7 160 14 4 2008 241 8 172 16 6 2009 257 8 175 14 8 2010 297 10 193 17 10 2011 E 341 12 211 19 13 Table 2. This statement is even more important for today‘s commercials on TV. Today.1 – Overall Industry Size Nawaf Ghansar Rizvi Institute of Management Studies & Research . which draw a greater attention to the customers and makes them stick this specific product.Mediums of Advertisement 2.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 14 Chapter 2 . So far the ads tried to present a product and make the consumer believe in the big advantages of it. since the technology has made it possible for the viewer to use the remote control to change the channel while the commercials are on. sophisticated and witty.0 Introduction With the changing media used by advertisers. advertisement itself changed quite a bit. New digital devices make it even possible to edit out commercials in order to watch a ―commercial free‖ movie or show. advertisers try to create certain image around their product. If it is not interesting to the viewer he will simply flip to another channel avoiding the commercial. This so-called ―creative revolution‖ had its origin in the 1950‘s and 1960‘s when prominent advertising agencies stated that good advertising has to begin with the respect for the public‘s intelligence and therefore have to be understated.

As per the KPMG report on Media and Entertainment industry 2011.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 42% 41% 40% 39% 38% 37% 36% 2007 2008 2009 2010 2011E 15 Fig 2. Television has attracted about 42 % of the money spent on advertising in the country today.1 Television as a Medium of Advertisements India is the world‘s third largest TV market with almost 138 million TV households. These spots are the most expensive ads and can cost up to millions of dollars depending on what time they are aired. It is available in broadcast or cable form and generates a big platform for advertising. advertisers have to buy units of time which range from 15 over 30 and up to 60 seconds in length. To run commercials on TV. Nawaf Ghansar Rizvi Institute of Management Studies & Research .1 – Contribution of Advertising Revenue to Overall Industry Size 2. sound and motion creates a more dramatic form of advertising which is considered to build a product‘s brand image or to create an excitement around a special event such as a one-time sale. The combination of sight. If we just think about the ads shown at the major sports events in the country. only very economically powerful companies can afford this. These ads are not intense enough to provide the viewer with a lot of information and are therefore only useful for products which are already familiar to the costumers. like the IPL finals or the ICC cricket world cup.

which enables you to reach a larger. Children can be reached during cartoon programming. yet.I. Nawaf Ghansar Rizvi Institute of Management Studies & Research . so the chance of a viewer to miss the advertisement is much higher. you can take your audience anywhere and show them almost anything.D. farmers during the morning agricultural reports and housewives during the afternoon soap operas. more diverse audience.1 Advantages in Television Advertising Television reaches very large audiences-audiences that are usually larger than the audience your city's newspaper reaches.1.D.1.  A poorly produced commercial could severely limit the effectiveness of the message. which stands for "Area of Dominant Influence‖. each TV audience is divided into much larger segments. the stations can charge more for commercials based on the larger number of viewers reached.  TV offers the greatest possibility for creative advertising. and may even create a bad image in your customer's mind. Some advantages of television advertising include the following:  Advertising on television can give a product or service instant validity and prominence. With a camera.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 16 2.  You can easily reach the audiences you have targeted by advertising on TV.  Since there are fewer television stations than radio stations in a given area. The area that a television station's broadcast signal covers is called A.2 Disadvantages in Television Advertising  Because TV has such a larger A.I. 2.  TV advertisements for a product are shown at the bought timings.

Nawaf Ghansar Rizvi Institute of Management Studies & Research . If a radio personality announces your commercial. when listening to them. Radio‘s share of media ad spends is expected to increase from 4% currently to approx. It has often been called the "theater of the mind" because voices or sounds can be used to create moods or images that if crested by visual effects would be impossible to afford. mostly from one specific area. These ads have to be very simple and easy to be understood." which makes your message twice as effective. 2. so it's possible to get full commercial credit for the product or service you offer. or even barter. "See our ad in the Sunday Times. it's almost an implied endorsement. since people are usually doing something.1 Advantages in Radio Advertising Radio is a relatively inexpensive way of reaching people.  Radio is a personal advertising medium. Most people listen to these ads when they are driving in their car. This gives local businesses the chance to broadcast their very specialized ads. since news stories can and often do happen live.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 17 2.  Radio is also a way to support your printed advertising. You can also negotiate rates for your commercials. so they will be informed of any kind of sales in stores in their region. Stations are often looking for prizes they can give away to listeners. Advantages to radio advertising include:  The ability to easily change and update scripts are paramount to radio broadcasting. They will hear them before they go shopping and might be tempted to buy these products.2 Radio as a Medium of Advertisements Radio usually reaches a smaller group of people.2. You can say in your commercial. 5% by 2015. like driving. Station personalities have a good rapport with their listeners.

They display photographs and illustrations. the total listening audience for any one station is just a piece of a much larger whole. ethnic backgrounds and income levels. it's important to know when your customers or prospects are listening. and is often used. Nawaf Ghansar Rizvi Institute of Management Studies & Research . you'll have to buy time on several radio stations to reach the market you are after. Therefore. Once it plays. displaying makeup and other cosmetic products is an excellent way to reach teenage girls to older women. giving explicit and detailed information about a product. 2. but the opportunity to present coupons for special products shows a great popularity amongst customers. If you think about highly specialized women magazines. For example. such as:  You can't review a radio commercial.3 Print as a Medium of Advertisements Newspapers are an important media as well. So. you'll have to specify that time period to the radio station when you buy the time. if you want to reach a large portion of your audience by advertising during the morning traffic report.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 18 2.2 Disadvantages in Radio Advertising Radio advertising is not without its disadvantages too.  Since there are a lot of radio stations. People don't listen to the radio all the time. Their advantage is to reach readers of different age groups. new inventions and product improvements. If you didn't catch the entire message. you can't go back and hear it again. they listen to it only during certain times of day. Their disadvantage is that they can‘t create such an emotionally strong image as the TV ads.1. it‘s gone. That's why it's important to know what stations your customers and prospects probably listen to. Magazines are very specialized and target the reader of such magazines who usually have very similar interests. most of the time.

You can reach certain types of people by placing your ad in different sections of the paper. comics. Even though you may not have a lot of money in your budget.2 Disadvantages in Print Advertising   Newspapers usually are read once and stay in the house for just a day. you can still place a series of small ads. many people buy the paper just to read the ads from the supermarket. without making a sacrifice. either by newsstand or home delivery. In fact. Your ad has to compete with other ads for the reader's attention. movies or department stores.3.  You're not assured that every person who gets the newspaper will read your ad. there is something for everybody: sports. Reading the newspaper is a habit for most families.  Unlike advertising on TV and radio. A newspaper ad can contain details.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 19 2. etc. So use simple artwork and line drawings for best results. Nawaf Ghansar Rizvi Institute of Management Studies & Research . if necessary. classifieds.  From the advertiser's point-of-view. newspaper advertising can be convenient because production changes can be made quickly.   The page size of a newspaper is fairly large and small ads can look minuscule. especially for photographs.1 Advantages in Print Advertising  Almost every home receives a newspaper. news.3. advertising in the newspaper can be examined at your leisure. And. The print quality of newspapers isn't always the best.  Another advantage is the large variety of ad sizes newspaper advertising offers. 2. crosswords. People expect advertising in the newspaper. and you can often insert a new advertisement on short notice. such as prices and telephone numbers or coupons.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 20 2.4 Telephone as a Medium of Advertising Telemarketing (sometimes known as inside sales) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services. "Robocalling" is a form of voice broadcasting which is most frequently associated with political messages. Names may also be purchased from another company's consumer database or obtained from a telephone directory or another public list. or from home. and application forms. either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. The final call (or series of calls) motivates the customer to make a purchase. including past purchase history. previous requests for information. in which case it is known as "automated telemarketing" using voice broadcasting. The first call (or series of calls) determines the customer‘s needs. It may involve either a live operator or a recorded message. Telemarketing may be done from a company office. Nawaf Ghansar Rizvi Institute of Management Studies & Research . credit limit. competition entry forms. An effective telemarketing process often involves two or more calls. from a call centre. Prospective customers are identified by various means. The qualification process is intended to determine which customers are most likely to purchase the product or service.

You can get a lot of information across if your script is properly structured.4. there is lesser control in the process given that the people doing the calls are not your employees   May need to hire a professional to prepare a well-crafted and effective script It can be extremely expensive. If hiring an outside firm to do telemarketing. 2.2 Disadvantages in Telephone Advertising   An increasing number of people have become averse to telemarketing. set-up cost is minimal Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls. If outsourcing.4. answering any questions or concerns they may have about your product or service.      It's easy to prospect and find the right person to talk to.1 Advantages in Telephone Advertising  Provides a venue where you can easily interact with the prospect. Nawaf Ghansar Rizvi Institute of Management Studies & Research . particularly telemarketers    Government is implementing tougher measures to curb unscrupulous telemarketers Lots of businesses use telemarketing. particularly if the telemarketing is outsourced to an outside firm  It is most appropriate for high-ticket retail items or professional services.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 21 2. More people are using technology to screen out unwanted callers. Results are highly measurable.

The global online advertising industry is forecasted to grow to 17 percent of total media advertising. which we have been discussed in our course. They range from banners. pop-ups to sponsorships of homepages. Of the total online advertising market. 30 25 20 INR billion 15 10 5 0 2007 2008 2009 2010 2011E 2012E 2013E 2014E Fig 2. from USD 62 billion in 2010 to USD 97 billion in 2014. The Indian online advertising market was estimated to be in INR 10 billion in 2010. since the majority of young consumers have online access at home.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 22 2. This form of advertising gives the opportunity to check out the given information right away and most of the time allows the customer to order the product online without even leaving his or her home.5 Digital as a Medium of Advertisements Advertising on the Internet is becoming more and more popular among companies. buttons.2 – Growth in Online Advertising Nawaf Ghansar Rizvi Institute of Management Studies & Research . paid searches constitute approximately 50 percent.

Nawaf Ghansar Rizvi Institute of Management Studies & Research .  For internet advertising. all that is needed is a computer and someone with programming knowledge.  The ability to update the ads in a hassle free n cheaper manner is a boon that attracts many advertisers. If the target market is the younger generation.5. digital marketing is not made much use of.5.  The product category that can be advertised online is very limited. 2.1 Advantages in Digital Advertising   The cost of digital advertising is very low.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 23 2.2 Disadvantages in Digital Advertising  The scope of internet advertising is very limited. In a country like ours where there are not many people who use the internet. than online advertising is one of the best mediums.

Some of the more evident social problems had been corruption. corruption at various government levels is being brought to light to the general public. ignorance towards healthcare to name a few.1 – Corruption Index of Countries around the World Some of the latest scandals have revealed the level of corruption within the government offices. Even after 63 years of independence most of these social problems still remain.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 24 Chapter 3 – Social Causes in India 3. the condition of the nation was very poor and there were various social problems that the people of the country faced. With advent in technology.0 Introduction to Social Causes in India Since the time of ‗Ashoka‘ the great our country like any other country at that time had faced social problems. When the British finally left our country in 1947. Fig 3. But even then the required action is not being taken. illiteracy. Nawaf Ghansar Rizvi Institute of Management Studies & Research .

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 25 To this day. There are still many villages across the country. Fig 3. which do not have adequate supply of basic amenities like drinking water and power. India has a long way to go before it can reach the likes of countries like Sweden. The level of health care across the country has improved in the last few decades thanks to the various NGO‘s. the literacy rate rose by 9.2 – Population Illiteracy Rate around the World Due to the efforts of the government and various individuals. The above figure shows that India‘s corruption index is around 3. the funds provided by the central government to set up the infrastructure are eaten up by local government officials. the country has made a huge development in terms of literacy rate of the people.2%. Over the past decade. Even supply of drinking water is irregular. making India‘s literacy rate 74. power comes only for a few hours of the day. the Lokpal Bill which will help keep corruption in the various government offices in check is not being able to be passed. but there is still room for improvement. In many situations. In these villages.04%. Nawaf Ghansar Rizvi Institute of Management Studies & Research .3 which is a very high level.

3. Comes the desire to do good and to achieve self-satisfaction and return business social obligation.a. it is essential to gauge whether economic development is due to successful commercial operations.1 Corporate Involvement India has become one of the fastest growing economies in the world. India has seen a huge rise in its literacy rate. India is the fourth most dangerous country for women. Organizations must realize that the government alone cannot achieve success in their effort to elevate the downtrodden of society. of which most are women and girls. At the stage when India is set to acquire a global position. Many major corporations throughout the world had realized the importance of being associated with important social causes as a means to promote their brands. As an emerging market in India everything is looking for an international perspective. The current concept of social marketing company is developing steadily and has led to a new concept-Corporate Social Responsibility. The CSR refers to the obligation of the corporation to all stakeholders. Nawaf Ghansar Rizvi Institute of Management Studies & Research .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 26 Thanks to the efforts of various multinational companies like P&G which started with the ‗Shiksha‘ campaign and Times of India which started with the Teach India campaign. Cause-related marketing and corporate social responsibility of companies has provided a new tool to compete in the market. According to ‗TrustLaw‘ a Thomson Reuters Foundation Service. It is growing at the rate of 9 percent p. are involved in trafficking in India. Around 100 million. Over 50 million girls are missing in the past century due to female infanticide and foeticide.

the literacy rate in India puts on around 74%. Nawaf Ghansar Rizvi Institute of Management Studies & Research . corporate philanthropy. In a nutshell. it would take some 20 to 25 years to clear this problem. It is becoming increasingly hard to please consumers. the corporate Samaritan acts and public relations. Today. and increasing consumer loyalty and enhanced company image along with positive media monitoring.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 27 This could be a strategic marketing activity the way for a company to do well by doing good. the agenda of corporate CSR considers rural development as one important dimension. a non-profit organization is an organization that exists to help provide some advantage or group or class of personal effort. Now. Culture is the backbone of our country and if the pillar is strong. Therefore. it is assumed to be the responsibility of business houses too. Nothing builds brand loyalty among customers. Thus more than 60 percent of the total population of India is rural by nature.000 villages. visibility. then she can lift our country to a higher level. On the one hand. (Survey of NSSO) given the rate of increase. Other things being equal many consumers would do business with a company that represents something beyond profits. A report by the National Council of Applied Economic Research (NCAER) shows that rural customers include more than 50% of consumers and is a prime market for consumer goods and essential services. corporate sponsorship. Rural India has a population of 700 million people spread across 638. CSR and cause related marketing results in sales. up from 64% in 2001. other than sales promotion. The organizations are helping to sustain as well as restore the rich culture of the country with their programs.

The second most important driver of CSR. The sources for these funds could be individuals. in the opinion of corporate India. However to run any organization. offices. in terms of staff support or infrastructure assistance. the organization will have all the advantageous features of an organization that is a mission statement. which is at a variance from the articulated perception of CSR where a focus on compliance requirements is evidenced. but shall not include the objective to make a profit out of its operations. funds are needed. This dichotomy is indicative of the emerging perception of CSR where companies shall endeavour in the future to perhaps transition from a Ethical-Statist Model (charity and employee focus) to a Liberal – Stakeholder model for CSR. A striking feature of the perception of drivers of CSR. The most important reason to undertake CSR initiatives for several of the respondent companies is to be a good corporate citizen. infrastructure and so on. government or other institutions and finally charities. vision. Good corporate citizenship and CSR initiatives are inextricably linked with improved brand reputation. Nawaf Ghansar Rizvi Institute of Management Studies & Research . and it has to come in to the non-profit that is in terms of financial concessions. donations or services etc. subsidies. These business houses with their initiatives of CSR (corporate social responsibility) contribute to the mission of social progress and growth in India.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 28 As the name suggests. which is one of the most important drivers of CSR identified by the respondent companies. contrary to the perception of CSR articulated earlier and the fact that it has a high influence on the respondents CSR strategy. improved employee relations and enhanced shareholder value as the drivers for CSR. is that companies attach much less importance to regulatory compliance. is that CSR provides an opportunity to improve relationship with local communities.

3 – Drivers of CSR Nawaf Ghansar Rizvi Institute of Management Studies & Research . several large and old Indian businesses adopt the ethical philanthropic approach to CSR. Since the philosophy of founding father drives CSR. However there are instances where companies with a commendable CSR history have transitioned from philanthropic to triple bottom line model while retaining a part focus on philanthropy. To access new markets in other communities Presssure from ethical business partners Exploitation of potential competitive advantage Pressure from overseas partners Alignment with industry trends Cost saving Improved management of risk Compliance with legislation Improved standing with government and … Enhanced shareholder value Improvement in employee relation To bulid a global corporate brand Survival of business in long term Opportunity to enhance reputation Stated philosophy of founding fathers Improved relation with local community To corporate citizen a good 0 1st Rank 2nd Rank 10 20 30 40 50 60 70 80 90 3rd Rank 4th Rank 5th Rank Fig 3.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 29 It is also pertinent to mention that several companies attach very high importance to the philosophy of the founding fathers as a principal driver of CSR.

indianngos. Historically. Smaller IT companies.com. long before it became an industry buzzword. "Everyone is thinking about it‘. Nawaf Ghansar Rizvi Institute of Management Studies & Research . when the government's socialsector spending was minimal. doesn't mince words." says Sanjay Bapat. the emerging IT sector has adopted a more strategic approach to CSR. that commitment has been displayed (though not always matched) by some other larger family-run business houses too like the Jindals.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 30 3. headed by idealistic young Turks. with individual giving. not that many. she says. have made substantial investments in education through foundations set up specifically for that purpose. Ingrid." Corporate giving compares poorly. While the pattern of corporate giving at family-run business houses is mostly determined by the founder and his scions. both major drivers in reawakening corporate conscience. for instance particularly in the years around Independence. India's young entrepreneurs cannot ignore the sharp rise in global expectations over the role of corporations in society. In a flat world. chief executive of Child Relief & You (CRY). to full partners in their communities with sensitivity to all the 'stakeholders' concerned. They are being compelled to rethink traditional roles—from being profit-maximising machines with allegiance only to shareholders.2 CSR: The Indian Reality The Tata‘s have been practising CSR for years. are also displaying a strong desire to give back to society. But how many Indian businesses are going beyond 'thinking' to 'doing'? If you take Ingrid Srinath's word for it. Giants Infosys and Wipro. "The term I use for corporate giving is tokenism. the Mahindras and the Godrej. founder-director. "We get a lot of queries from companies who are looking at setting up CSR processes.

Unilever is using micro enterprises to strategically augment the penetration of consumer products in rural markets. and made major efforts to improve the livelihood standards of rural communities. a survey was carried out by TNS India (a research organization) and the Times Foundation with the aim of providing an understanding of the role of corporations in CSR. The adult literacy software has been a significant factor in reducing illiteracy in remote communities. former director of Sampradaan and author of Beyond Business—From Merchant Charity to Corporate Citizenship.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 31 A 2001 study by Sampradaan Indian Centre for Philanthropy estimated that urban individual household giving in the year 2000 amounted to Rs. "Nobody has collected data on this. In June 2008. Companies like ITC have made farmer development a vital part of its business strategy." The problem with getting reliable figures isn't just a dearth of studies on the subject." says Pushpa Sundar. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Banks and insurance companies are targeting migrant labourers and street vendors to help them through micro-credits and related schemes. "I tried to do a study and found that there was no funding for it. IT companies like TCS and Wipro have developed software to help teachers and children in schools across India to further the cause of education. it is that Indian business is yet unclear on what constitutes CSR. The findings revealed that over 90% of all major Indian organizations surveyed were involved in CSR initiatives. the private sector was more involved in CSR activities than the public and government sectors. 16.6 billion. In fact. but it had no reliable figures when it turned its sights on corporate giving.

In another study undertaken by automotive research company. India has been ranked second in global corporate social responsibility.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 32 The leading areas that corporations were involved in were livelihood promotion. for the last eight years. The study was based on a public goodwill index and India received 119 points in the index against a global average of 100. Coleman and Co. TNS Automotive. Thailand was at the top slot with 124 points. education. environment. Audit firm KPMG will partner with them to offer guidance on evaluating corporate social responsibility or CSR programmes—a trend companies are slowly embracing as India's expanding economy contrasts sharply with growing local protests over land for future industrial projects. which ranks the top 10 Asian countries on corporate governance parameters. In a survey carried out by the Asian Governance Association. State-owned Bharat Petroleum and Maruti Udyog were ranked as the best companies in India. Ltd. Several foundations run by corporate houses plan to devise a common strategy to ensure transparency in their social and community development operations. Bharat Petroleum and Maruti Udyog came on top with 134 points each. Most of CSR ventures were done as internal projects while a small proportion were as direct financial support to voluntary organizations or communities. Nawaf Ghansar Rizvi Institute of Management Studies & Research . health. followed by Tata Motors (133) and Hero Honda (131). Among them are Multi Commodity Exchange of India Ltd. Anil Dhirubhai Ambani Group and media company Bennett. India has consistently ranked among the top three along with Singapore and Hong Kong. The effort is significant because it brings together a wide range of Indian companies to share ideas on innovating sustainable programmes. such as tracking spending in and progress of such projects in their annual reports. and women's empowerment.

Addressing business leaders in May last year. especially as it helps companies spread their brand name.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 33 The network alliance stems from the first sustainability summit that was organized in January by the Associated Chambers of Commerce and Industry of India. Indian companies have made little progress in reporting development projects. But a quarter of them are also signatories of the Global Reporting Initiative. and only 25% filed CSR reports at all. Some say companies have an inherent "mental block" in reporting development programmes. a 10-year-old movement started by an NGO called Coalition for Environmentally Responsible Economies (CERES) and the United Nations Environment Programme. And only 48 companies have so far given their commitment to support the United Nations Global Compact. Rather. CSR could prove to be a valuable asset in an age of mergers and acquisitions. Prime Minister Manmohan Singh said "Corporate social responsibility must not be defined by tax planning strategies alone. The new network will also serve as a common ground to lobby with the government for tax exemptions and safeguard other interests in the future. A recent KPMG study among 27 Indian companies showed that a mere 8% mentioned their social expenditures in their annual reports. This encourages companies to make voluntary disclosures and lays down framework on improving reporting principles. Nawaf Ghansar Rizvi Institute of Management Studies & Research . it should be defined within the framework of a corporate philosophy. a charter for improving the global business environment through standards. such as labour rights and fighting corruption. which factors the needs of the community and the regions in which a corporate entity functions‘.

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"Most companies tend to give to charities than make long-term development commitments. When a company voluntarily opens up for self-evaluation, it creates value for shareholders when competing with other companies," said Parul Soni, associate director of KPMG's Aid and Development Services. An estimated 100 corporate foundations and 25 foreign firms are involved in CSR activities in India, but statistics on input and output are elusive. According to Times' Pandey, the Indian corporate sector spent Rs. 30,000 crore on social expenditure during the last financial year, up from Rs. 17,500 crore the previous year. Quoting from a government report, he said, companies drew a total exemptions of Rs. 5,500 crore under income-tax laws last year. These figures, an analyst said, sound improbable as Indian companies still do not distinguish between philanthropy and internal practices to benefit stakeholders such as employees and community.

Companies, too, continue to rely on different models to earmark its social expenditure, making it difficult to measure the overall impact. For instance, the Steel Authority of India Ltd (SAIL), the country's largest steel company, spent Rs. 100 crore on CSR last year; this was 2% of its profit after tax, exclusive of dividend tax, according to SAIL spokesperson N.K. Singhal. Yet others, such as Tata Steel Ltd, which runs a 850-bed hospital and rural projects in 800 villages around Jamshedpur, spends an average of Rs. 150 crore as part of its annual revenue expenditure. What eventually makes up for CSR of a company ultimately depends on leadership; as part of company decision, about 66% of Tata Sons, the holding group of the Tata group, is today owned by a trust. Pharmaceuticals company Jubilant Organosys Ltd, already runs an anti-tuberculosis programme with the government of Uttar Pradesh. The government, too, is exploring to widen the scope of public-private partnerships to build and maintain schools and hospitals in return for a fixed annuity payment.

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

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Chapter 4 – Introduction to Social Advertisements

4.0 Cause Related Advertisements
For many years, community development goals were philanthropic activities that were seen as separate from business objectives, not fundamental to them. ‗Doing well‘ and ‗Doing good‘ were seen as separate pursuits. That is changing. Today, the emergence of cause marketing programs, have heralded a dramatic shift in non profit – for – profit relationships. It has established the concept that community development and support could be positioned at the intersection of business objectives (sales/profits) and societal needs. Supporting a specific cause and being public about this support gives companies identifiable personalities, demonstrates what they stand for, and helps them connect with customers, suppliers, investors, employees, and the community. Cause marketing programs allow the consumers to overtly and publicly express their belief in and support for, the causes that are most important to them.

Cause marketing has been with us since our local shops and restaurants set up collection boxes for donations to local causes (more often, orphanages) near their cash counters. It was American Express that first coined the term ―Cause-related marketing‖ in 1983. That year they launched a three-month marketing program around the Statue of Liberty Restoration Project. The objective: to increase card use and new card applications and at the same time raise money, awareness and support for the non profit Restoration Fund. American Express donated one cent for every card transaction and one dollar for every new card application. It backed the program with a $4 million advertising campaign aimed at reaching existing customers and drawing new ones.

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

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The results were impressive. In just three months, the Restoration Fund raised over $1.7 million. American Express Card usage rose 27% and new card applications rose by 45% compared to the previous year. A fitting outcome to a well planned strategic effort. A clear demonstration that cause marketing could achieve strategic goals by linking a for-profit organization to a cause and enabling its consumers to financially support the cause by doing business with the for-profit organization. From that initial entry into the consumer mind space, and into marketing strategic space, cause marketing programs have evolved into a firmly established practice to be adopted by marketers.

The compulsions to use cause marketing have been brought into sharp focus by the studies done by Cone Inc., a marketing communications agency that has been tracking American attitudes towards corporate support of social issues for more than a decade. According to the 2004 Cone Corporate Citizenship Study, 8 in 10 Americans say that corporate support of causes wins their trust in that company, a 21% increase since 1997. A more significant finding of the report is the response to the statement, ―I am likely to switch from one brand to another that is about the same in price and quality, if the other brand is associated with a cause‖. A staggering 86% confirmed that they would do so, a rise from 81% in October 2001. ‗Cause‘, has therefore become an important differentiator, a means to promote products and enhance bottom lines for marketers today. According to the IEG Sponsorship Report, Chicago, US spending on Cause Marketing will hit $1.34 billion in 2006. Back in 1990 cause marketing spending was only $120 million. Cause marketing allows a company to put its brand, marketing might and people behind a non profit cause that can provide mutual benefits to the company and the non profit entity.

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

In a CRM program donations to the non-profit entity are based on exchanges that provide revenue to the donor. Hence a specific objective of all cause related marketing programs is sales and a promotion campaign is undertaken to leverage the right to the association. It is a winwin situation all around. b) Ongoing: Here the tie-ups are for longer periods of time. although they may not be permanent. ITC markets the SOS Children's Villages of India range of greeting cards. an intersection of the two.Boond Se Sagar‘. For example. the types of non profit partners and the nature of the relationships among the companies and their non profit partners. For example.000 acres of life saving irrigation system benefiting over 40. Dubbed ‗Aashirvad . It is a third new way. It has to be clarified that cause related marketing is not corporate philanthropy or sponsorship.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 37 The cause marketing campaigns can vary in their scope and design. In the most common type of relationship. for each purchase made by its customers during a specified period of time. There could be two forms of associations in terms of the time dimension: a) Temporary: The company ties up with the NGO for a short span of time.000 people. nonprofits get more funds and the consumer benefits because he feels a part of his purchase is going for a good cause. sales. The SOS brand is now the third largest brand in the social cause segment in greeting cards. For example Epson donated a certain sum to CRY for every dot matrix printer sold during the month of August 2004 alone. that is. this initiative has over the years put into place 31. Companies increase their sales. Nawaf Ghansar Rizvi Institute of Management Studies & Research . ITC launched a nationwide campaign for water conservation. a portion of it is donated to the non profit entity.

1 – Difference between Cause Related Marketing and Corporate Philanthropy Nawaf Ghansar Rizvi Institute of Management Studies & Research . the amount represents the price for the association. For example. Sahara India sponsors the Indian cricket team by providing funds to the Board of Control of Cricket of India. Related personnel Increase brand awareness and target market affiliation Fixed Attitude (positioning) Intension (preference) Behaviour (sales) Indirect sales impact Cause Related Marketing Product Traditionally of limited duration Marketing dept. Table 1 summarizes the differences between corporate philanthropy. the company‘s name and logo are placed on team uniforms and equipment and associated as Team Sahara India and the trophy named Sahara Cup.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 38 Sponsorships involve money or gifts in return for recognition with a particular cause or event. In the case of sponsorship. Another difference is that both in philanthropy and sponsorship. Personnel Increase product sales Variable Behaviour (sales) Intension Attitude Direct sales impact Table 4. In return. Unlike in the case of sponsorship the donor needs to undertake specific activities and pursue specific objectives for the program to be classified as cause related marketing. There is an expectation that this sponsorship will lead to greater brand awareness for Sahara India and target market affinity to the company will develop. In the case of cause related marketing the amount is variable as the donation is on a per transaction basis. Activity Primary Focus Time Frame Organizational Members Involved Goals Funding Key Outcomes Sales Impact Corporate Philanthropy Organization Ongoing Top management Decision/ employee wide contribution Improve and tie organizational competencies to social cause Fixed No key outcomes None Sponsorships Product and Organization Traditionally of limited duration Marketing dept. sponsorship and cause related marketing. the amount to be donated to the cause is negotiated in advance and is generally fixed.

The proliferation of media channels have resulted both in audience fragmentation and information overload that even a consumer looking for a product may not find it. marketers have now found that aligning themselves with a cause has enabled them to break through the clutter and differentiate themselves in the eyes of the consumer. we are accosted mainly with examples that resemble relatively superficial and tactical partnerships. They are now investing in cause branding to align their organization with a cause that is relevant to customers. Faced with declining rates of preferred media consumption by the target audience. there is a need to strategize the cause marketing effort. I will support Colgate and tell my friends and family to do the same. Marketers have discovered that:     Technology is making our world smaller Consumers have easier and more access to information Consumers are communicating to each other more than ever before Consumers are more empowered and have more choices than ever before Yet it is becoming harder for the marketer to reach the target consumer. Tactically cause marketing programs fall into three general categories: Nawaf Ghansar Rizvi Institute of Management Studies & Research .‖ This is the potential advantage that cause marketing can create for the organization.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 39 4. Yet as we scan the cause marketing scene in India over the last two decades. Obviously then. The marketer stakes a claim in the mind of the consumer thus: ―If Colgate is giving underprivileged children free dental checkups along with Pratham (NGO) and the Indian Dental Association.1 Why Cause Marketing Companies are increasingly finding the marketing communications to be a challenging task.

cancer) or participation in its programs (e. a non-profit licenses a company to develop. Nawaf Ghansar Rizvi Institute of Management Studies & Research . For example on the importance of adult franchise to first time voters. MTV.g. Fight polio. being a youth channel. regularly created excellent public service advertisements aimed at youth on issues which matter to the young of this country. The plethora of cause marketing programs that aim at creating short term burst in sales go on only to highlight the purely promotional. 3. tactical and short term nature of the programs undertaken. 2. produce and market/distribute a mission related product that is promoted either with the organization‘s brand name or co-branded with both the company‘s and nonprofit‘s name for a fixed number of products produced or for a fixed time period. Transactional: Programs are designed to offer to make a contribution to a designated cause based on consumer activity such as buying a product or shopping at a particular retail store. For example: WWF logos on stationery. The Tsunami disaster gave ample scope for hundreds of retail outlets to say they will donate to Tsunami Relief Funds for purchases made at their establishments. Licensing: Typically. Figure 4. tuberculosis.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 40 1. join us in eradicating illiteracy) while building a positive association with the corporate sponsor or its brands. under this method. Cause marketing programs need to become more strategic to reap the benefits that they are expected to create.1 presents a schematic representation of strategic and tactical CRM.g. Message promotion: Joint campaigns that raise awareness of a cause‘s message (e.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 41 To illustrate the difference.1 – Schematic Representation of Tactical and Strategic Cause Related Marketing A strategic cause marketing program will therefore focus on designing a program that will be relevant to four key audiences: 1. The cause must be relevant to the target group so that it will draw new consumers to the product & drive increasing participation in fund raising for the cause. through a sales related donation of 5% of their product prices and senior management visit the farmers periodically to assess their progress it is a Strategic Cause marketing effort. Nawaf Ghansar Rizvi Institute of Management Studies & Research . 2. initiates this five years ago and decides to continually pursue it. The cause partner must have a natural affiliation with the brand. The same company can be said to have designed only a tactical Cause Marketing program when it announces that it is contributing to cleaning up the polluting river in their home town through a donation of 0.50% of the sale proceeds of fabrics for a month. The cause must align with the product or service. so that they accept its virtue and become advocates for the cause and the product. Low Congruenc e Duration Tactical Cause Related Marketing Invested Resources Management Involvement Strategic Cause Related Marketing High Fig 4. 3. The cause must be relevant to the core customer segment. if a textile mill producing cotton fabrics decides to contribute to the improvement of the living conditions of cotton farmers. The program must embody a core value to be authentic and embraced both by the employees and its consumers. 4.

but it is true to say that all sufferers have difficulty making sense of the world.S. the book store Barnes and Noble supports literacy initiatives and Lenscrafters. Equal presents America's Walk for Diabetes. Autism manifests itself in many ways. a partnership of Equal and the American Diabetes Association.. A clothing company that manufactures sweaters decided to support a massive campaign against capital punishment and failed to make the logical connect with its target consumers through this campaign and found its sweater sales still declining. a leading sugar substitute. like any other good marketing campaign. supports programs to feed the hungry. Vodafone zeroed in on NAS as it typically involves a communication problem. When people think of diabetes. must recognize that its campaigns turn out to be successful and effective when its target customers are able to quickly and easily identify themselves with the central message of such a campaign. So what is more logical a connection than Equal. as part of its Cause Marketing Effort. is a good match. in the U.K. It is evident that some combinations make more sense than others. NAS is a national charity working with people affected by autism. Being a communication company. Similarly. in the foods business. A cause marketing campaign. Kraft.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 42 For example. Nawaf Ghansar Rizvi Institute of Management Studies & Research . raising research money to find a cure for diabetes? A high-tech company partnering with an organization whose mission is to advance education and training opportunities would seem to display a natural fit. they think of sugar. is in partnership with the National Autistic Society (NAS). Vodafone in the U. Companies do have a lot of leeway in zeroing in on issues and causes that are wide ranging and affect different segments of people. A food company involved in an effort to fight hunger is a logical pairing. which is in the vision care business donates eyeglasses to low income families. The fit needs to be logical.

May and June. Irrespective of sales.000 children in 109 villages. in association with India's premier child rights organization Child Rights and You (CRY) and Sony Entertainment Television. Some of India‘s leading film stars have united to appeal to consumers to support Shiksha by buying large packs of Tide.26 crore which helped support the education of 11. Shiksha is another cause marketing P&G program to help children across India achieve their right to education. Pantene.2. and building all-round development of children through education. there have been many causes which various companies have took up and advertised their product in association of that cause. Shiksha has helped make a positive difference by working with the State Education Departments to re-look at existing education policies. Some key positive actions that Shiksha 2005 made possible include: Nawaf Ghansar Rizvi Institute of Management Studies & Research . 2006 and lead a child to the path of education. Whisper. Below mentioned are some of the more well known ones. the news media and influencers resulting in P&G contributing Rs. Gillette Mach 3 Turbo or Pampers during April. creating awareness to build more schools with better infrastructure. Rejoice. Vicks VapoRub. 1. 4. P&G has committed a minimum of Rs. Head & Shoulders. 1 crore to Shiksha. Shiksha has entered its third year.2 Causes Advertised Over the past few years. Ariel. enrolling more children into formal schools.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 43 4. which will be allocated to education-focused projects.1 P&G‟s „Shiksha‟ Campaign India has the world's largest number of uneducated children. In 2005. Shiksha received tremendous support from consumers.

P&G initially ran Shiksha as a joint educational initiative with MAA TV in Andhra Pradesh. Everyday. Maharashtra) setup Bal Sabhas and sustained nine Bal Bhawans focusing on learning through art and games to improve the children‘s confidence. built more schools. 5.25. Maharashtra) campaign in 35 villages against child labour and early marriages helped achieve 100% enrolment in schools  Community Service Guilds (Salem and Namakkal districts. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Karnataka) set up leadership trainings and angadwadis. and in addition conducted support classes for academically weak students. totalling to Rs. and sensitized employers to tackle the issue of child labour  The Association of People with Disability (Kolar.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements   Enrollment of 230 children into formal schools 44 Lok Shikshan Abhiyan (Osmanabad.000 worth of prizes were announced on MAA TV until 12th June‘ 03. Head & Shoulders or Pantene. Ariel. Tide. 2. all courtesy P&G. a mother can win either Rs. creativity and expression. 5 million+ dedicated by P&G.000 towards Next Year's Tuition Fee for one child (96 such Prizes) and a number of other Consolation Prizes. It announced that on purchase of any P&G product. Rs. Vicks. or Rs. and continued to create awareness on education and health issues  Chetna Vikas (Wardha district. 2 lakhs towards Graduate Education Fee of one child (23 such Prizes). Tamil Nadu) that drove awareness on education. Karnataka) provided adequate education infrastructure and learning material thus ensuring the development rights of disabled children in schools  Tribal Development Society (Bellary district. Whisper.

a twist in your life‖ (Chai mein twist.. Agni and Life. This entailed innovation and the regular introduction of new flavours and new look products such as flavoured tea under the Tetley brand in 2003. They seized upon Cause –Related Marketing (CRM) which had taken off in the US in the 1980s. For its foray into CRM.2 Tata Tea‟s „Jaago Re‟ campaign In a short span of time.Premium. By the mid nineties. How has it risen so fast and what role has CRM (sometimes also known as Social-Cause Marketing or SCM) played in the rise? In a bid to target customers from all regions and strata‘s of society. typically by donating receipts from sales to the non-profit. In this sort of alliance. Tata Tea‘s product/ price portfolio comprised tea for each segment. Tata Tea has gone from owning only 3 per cent of market share (1980‘s) to becoming the number one tea brand in India. which could promote the mother brand as a whole. sold with the ad line ―A twist in your tea.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 45 4.Life mein twist). top management felt that there was a need for a combined marketing strategy covering all its national brands. the corporation builds brand image while the non-profit increases its funding (see box for more on CRM). Tata Tea wanted to associate its brand with civic consciousness.. they also wanted their campaign to target young Indians.2. In CRM a corporation allies itself with a non-profit social organization. Gold. Moving away from positioning tea as just a revitalizing drink and instead stressing social responsibility. Nawaf Ghansar Rizvi Institute of Management Studies & Research .

The campaigns were a huge success and helped drive Tata Tea‘s sales from approximately $910 million in 2007 to over $970 million in 2008. it needed to penetrate down to grass root levels . for example.jaagoindia. For the campaign to be powerful. The Internet was fore grounded .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 46 To conceptualize the idea Tata Tea hired the advertising agency Lowe Lintas. to get young people fired up about questioning the system. The idea was to connect with the consumers on emotional issues. Thus was born the second phase of the campaign. responsibility of political leaders. Seeing the monetary benefits and increase in brand loyalty. Tata Tea decided to take the campaign further and focus even more on social issues. promoted the campaign.Jaago Re!). www. a Bangalore based NGO. featured a young man investigating the credentials of a political leader involved in an election campaign. Given the target group. which focused on the Indian general elections (Jaago Re! One Billion Votes). A series of 10-second advertisements brought to the forefront several problems like corruption. role of police.social networking sites and blogs and a website. the ads were promoted using media favoured by young people.org.to achieve this Tata Tea partnered with Janaagraha. The first commercial. improper roads. Nawaf Ghansar Rizvi Institute of Management Studies & Research . wake up‖ (Har subah sirf utho math. The agency came up with the Jaago Re! campaign and its theme ―Every morning-don‘t just get up. The slogan raised in a memorable way the idea of social awakening.

brand loyalty and increase in market share clearly showed that these social marketing campaigns were well received by the customers. A website. www. which urged the citizens. That ad helped pull over 600.com.6% in 2008. was set up to enable registration for voting. Several ads were designed in this phase.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 47 The aim of the campaign was to alert citizens to their voting rights. most of their employees registered for voting through Jaago Re. you are sleeping‖ (Election Ke din agar aap vote nahin Kar rahe ho. The campaign also generated support from Bollywood celebrities. Besides bringing out the votes.4% in 2007 to 20.000 people towards the website to register for voting. IT giants with large numbers of young employees such as Infosys and Wipro supported the campaign. the campaign also guided the youth through the voting process. The most popular ad featured the message ―If you are not casting your vote on Election Day.jaagore. to aap so rahe ho). Tata Tea‘s market share increased from 19. Nawaf Ghansar Rizvi Institute of Management Studies & Research . especially young ones towards a transformation of Indian society through voting. The sales.

This study also demonstrated that 86 percent of respondents would be willing to switch brands based on a company's support for social causes. A national survey conducted by Golin Harris (2005) in the United States revealed that 40 percent of respondents said that a company's commitment to good corporate citizenship would make them more willing to try the company's products for the first time. Lafferty. Hoeffler and Keller.0 Introduction The use of cause-related marketing as a marketing platform has been progressively employed by companies. Along with the increasing popularity of cause-related marketing practices. Nawaf Ghansar Rizvi Institute of Management Studies & Research . In the same survey. as consumers increasingly value corporate support of social causes. In 1993. 72 percent of those surveyed responded that it is acceptable for companies to affiliate with causes in their marketing. Sen and Bhattacharya. 2002. and Hult (2004) discovered that the cause-brand alliances enhanced consumer‘s attitudes toward the cause & the brand if the perceptions were favourable. Cone. 32 percent of respondents believed that investing in corporate citizenship would improve trust in the company. Feldman. 2001).g. both scholars and practitioners have extensively evaluated cause-related marketing strategies and tactics. as well as its people and products.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 48 Chapter 5 . and Taylor. Miyazaki. 66 percent of those surveyed replied the same. all else being equal. and DaSilva. 2000. and analyzed their impact on consumers' perceptual and behavioural relationship with the sponsoring brand and/or the sponsored cause (e. Barone. 2004). 2003.. Marketers' efforts to reach consumers via cause tie-ins have gained consumers' trust and brand loyalty. up from 66 percent in 1993 (DaSilva.Consumer Attitude towards Social Advertisements 5. Goldsmith. In Cone's 2004 corporate citizenship study.

1999. 5. Pracejus. message strategy. Such a segmentational approach to classifying who is (or not) in favour of cause-related marketing is also useful as it adds to our knowledge about what consumer characteristics explain the attitude toward causerelated marketing and how to communicate with cause-related marketing advocates. 0. 2006).g.g. 1. there has been little systematic investigation that profiles consumer advocates of cause-related marketing.g. and Braig (2004) provided evidence that consumers' perceptions of corporate social responsibility have a favourable effect on perceptual corporate benefits (e. cause selection. a portion versus a substantial portion) largely impacted donation estimates. This process of profiling helps marketers make the strategic and tactical decisions of cause-related marketing programs. including targeting. Dutta-Bergman.g. and other strategic decisions (Dutta and Youn. Although previous studies have emphasized the significance of cause-related marketing in terms of its effects on consumer attitudes and behaviours and have suggested insightful managerial implications for both profits and nonprofits. In addition. this study showed that consumers' perceived corporate social responsibility increased their non-profit donations through consumercorporate identification.. and Brown (2003) discovered that the abstract wording used in cause-related marketing advertising copy (e. Drumwright. loyalty or emotional attachment) and behavioural corporate benefits (e. In their study examining the impact of vague quantifiers of causerelated marketing advertising copy.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 49 This study emphasized the importance of the cause-brand fit for a successful cause-related marketing campaign. Nawaf Ghansar Rizvi Institute of Management Studies & Research ... and that the donation amount (e. media planning.. purchase behaviour) when the consumers' self-concepts are similar to their perceptions of the corporation. and 10 percent of retail price) had a positive impact on brand choice. Lichtenstein. Olsen.

Nawaf Ghansar Rizvi Institute of Management Studies & Research .1. consumer‘s special efforts to buy a product tied to social causes are considered a pro social behaviour because it represents advocacy for a behaviour that improves the well-being of society as a whole. consumers directly or indirectly contribute a specified amount to the designated cause that the company represents. Thus. In conjunction with this notion. instead of satisfying self-interests. but also through consumer donations through cause-related marketing programs. It seems logical to expect that motivations behind pro social behaviours would be related to the motivations explaining consumer support for corporate cause-branding programs. 5. Such motivational insights of psychographics can be also found in Katz's functional attitude theories. By engaging in revenue-providing transactions with the company. which impact the beliefs or attitudes individuals hold.1 Support for Cause-Related Marketing as Pro Social Behaviour Nonprofits can benefit from brand partnerships not only through fundraising and other marketing resources that companies offer. Ajzen and Fishbein argued that psychographic factors are considered residues of past experiences.1 Psychographic Factors Scholars have suggested that psychographic factors reflect more enduring and stable dispositions that motivate consumers to form attitudes or guide behaviours. this study applies a pro social behaviour as a basic theoretical framework for understanding consumer motivations for supporting corporate cause-branding activities.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 50 5. A key to the discussion is what motivates consumers to engage in pro social behaviours.

Externals believe that they cannot control their lives and that outcomes are due to outside forces. however. contribution to welfare. protect their ego. such as luck or the influence of powerful individuals. Stevick and Addleman discovered that locus of control was not related to volunteering. while externals are less likely to engage in recycling behaviours. Not all studies. this study expected internals to support corporate cause marketing efforts.1. prior studies found that internals are more likely to engage in responsible environment behaviours than externals. In general. Lerner and Reavy found that externals were more likely to be altruistic or help others than internals. Internals believe that they can control their lives and environments and that their actions can change outcomes. have supported these relationships. through pro social behaviour. where social interests refer to empathy. Internals have been found to show greater social interests than externals. 5. For example. and alter those attitudes. Relating to environmental beliefs and behaviour. and understanding others. Internals are more likely to believe that their recycling behaviours can change the environment positively.2 Locus of Control Previous studies showed that psychographic factors such as locus of control and self-efficacy are related to pro social behaviours. reinforce. Nawaf Ghansar Rizvi Institute of Management Studies & Research . or enhance their ego. Although conflicting findings exist regarding the relationship between locus on control and pro social behaviours. Understanding the reasoning behind consumers' attitudes toward cause-related marketing would be insightful for designing effective programs that shape.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 51 Individuals engage in pro social behaviour to express certain attitudes. individuals manifest their values. locus of control refers to the belief of whether or not their own actions can lead to predictable outcomes. a feeling of belonging. gain social opportunities.

It is likely that individuals who perceive themselves competent are engaged in pro social behaviours because they believe in their capacity to effectively allocate their resources to others in need. Self-confident people are more likely to exercise control over the events that influence their lives.1. 5. For those with self-confidence. Internals attempt to master circumstances and expect that their actions can bring about change for the environment. 5. their efforts to buy products tied to social causes or charities would be considered as a way of helping others. Individuals help others as the means by which they create a desired impression of themselves in front of others. internals are more likely to advocate corporate cause-branding activities than externals because they believe they can improve society by purchasing products sponsoring social causes or issues. They may want to make a difference in their community through their purchasing. Thus. Those high in public self-consciousness may use pro social behaviours to influence others' perceptions of themselves.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 52 It is more likely that internals believe in their own abilities to have control over their environment and to produce predictable outcomes by engaging in corporate cause-branding efforts. Motivation to present themselves in a good light may lead to supporting corporate-sponsored social causes because they want to maintain or enhance their positive image through purchasing.3 Self-confidence Previous studies have attested that self-confidence or self-esteem is related to caring about others' well-being. Such concerns about what other people may think are known as public selfconsciousness or self-monitoring. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Helping others is motivated by a desire to maintain and enhance one's selfconfidence or self-esteem.4 Public Self-consciousness Pro social behaviours have been viewed through motivations of self-concern.1.

Nawaf Ghansar Rizvi Institute of Management Studies & Research . they are not likely to purchase products or services tied to the cause through a company's involvement.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 53 5. When consumers do not trust marketers as exchange partners or the claims made in cause-related marketing campaigns. Consumers with low interpersonal trust may find it difficult to trust companies engaged in cause-related marketing. Consumers who are sceptical of advertising tend to steer clear of advertising and show a lack of connection between advertising and purchase intention. particularly among consumers who do not typically donate. giving money to charity). leading to less support for cause-related marketing activities. In connection with cause-related marketing.1. Interpersonal trust would facilitate blood donation.5 Interpersonal Trust Scholars explain interpersonal trust as an individual's tendency to believe others to be honest.. Cadenhead and Richman found that trust has a positive relationship with overall pro social behaviours (e. consumer‘s views of others as trustworthy and generous would influence their tendency to support corporate involvement in social causes through purchasing. 5. advertising scepticism describes consumer‘s tendencies to doubt the truthfulness of advertising messages and marketers' motives for the messages.1. indicating that consumers no longer believe company's altruistic intentions of charitable giving. consumer‘s distrust toward advertising leads to scepticism toward cause-related marketing. In general. Individuals with high interpersonal trust tend to make more sacrifices for others than those with low trust. A bulk of research has indicated that interpersonal trust is positively associated with altruistic behaviours. Relating to cause-related marketing.g.6 Advertising Scepticism Consumer‘s scepticism toward advertising would be related to their perceptions of the motives for a company's involvement in cause-related marketing programs.

Indeed. consumer‘s commitments to engage in responsible behaviours may carry into their attitudes toward cause-related marketing programs. Such motivation to give back may lead religious individuals to support corporate involvement with charitable causes.1. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Individuals who are responsible initiates in their lives are more likely to be engaged in their efforts to purchase products that align with social causes. 5.2. while environmental concern is used as an indicator of social responsibility. Among adolescents. In connection to support for cause-related marketing. it is found that a religious belief was positively associated with civic engagement such as publicly demonstrating or petitioning for a cause.7 Personal and Social Responsibility It has been argued that a sense of responsibility drives pro social behaviours. Prior studies have found that personal and social responsibilities are the most important correlates of charitable giving or donation.8 Religiosity Scholars have recognized religiosity as a gateway to different forms of pro social behaviours.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 54 5. healthy-eating consciousness is employed as a surrogate of personal responsibility. it has been found that individuals who affiliated with an organized religion tend to have a higher likelihood of volunteering. Individuals' religious beliefs regarding giving back what they have received leads them to volunteer or participate in community service. In this study. It seems logical to address that individuals with a sense of responsibility are more likely to be civic-minded and have strong moral norms to better society.

2. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Such social connections may provide more chances for volunteering. individuals with social networks are more likely to show great concerns for social causes because they are more knowledgeable about specific non profit organizations or social causes. Network ties increase opportunities to come into contact with friends or neighbours who are already participating in volunteer activities or appreciate a sense of responsibility to the organizations with which friends or neighbours volunteer. They may be more familiar with organizations and causes. Extroverts have more diverse social connections with people and participate in various events.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 55 5.9 Social Networks Social networks have been found to influence motives for pro social behaviours. so they feel they are responsible for helping others by purchasing products or services aligned with social causes. Extroverts who have extensive social networks are more likely to volunteer for charities than introverts. Relating to cause-related marketing.

Celebrities are used as brand ambassadors so that consumers will be able to better recall the brand. whereas some get into event organizing. are trying desperately to maintain that space. Competitive brands get into comparative advertising so as replace the competitor brands space in the mind of the consumer with their own brand. consumers do not become much aware of the efforts taken by the organization as these efforts are not advertised and the only way the general public find out about it is if it is talked about in the news. Thus for this reason brands get into cause related advertisements so as to involve the consumers. he/she is willing to go about buying new products. Some brands advertise heavily.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 56 Chapter 6 – Research Methodology 6. Many brands are trying various methods to get the consumers attention. Each brand is trying to get the consumers attention towards its products. Companies get into CSR activities to create a better image of the brand in the minds of the consumer and to get tax rebates from the government. consumers are surrounded by hundreds of brands and thousands of products. But how to get space in the mind of the consumer is a dilemma that each brand is facing.1 Need for the study Today in our country. Many brands start promotions or keep sale on their products. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Brands that do not have a position in the mind of the consumer are fighting to get one and brands that do have. Consumers are becoming increasingly aware about social causes around them. With the increase in the purchasing power of an individual. An individual is also trying to be a good social citizen and give back to the society. Just through CSR.

It was a pre-requisite for respondents to have watched advertisements on television. which comprised of 75 males and 75 females.001 – Rs. This along with the pull of celebrities to the general public towards social campaigns is making companies to align themselves with social causes. 15. This research will try to analyze the consumer attitude and behaviour towards social cause related advertisements.2 Research Objectives   To find the attitude of consumers towards cause related advertisements To find out if there is any behavioural change in the consumers after watching cause related advertisements   To find the effect of cause related advertisements on brand recall To find the effect of cause related advertisements on brand loyalty 6.3 Sample Size In order to get valid interpretation of the data. 6.000 – Rs.000. Rs. The sampling method used was Judgmental sampling. 31 – 40 years and 41 – 50 years and monthly household income groups of Rs. 25.000 equally.000 and greater than Rs. a sample size of 150 was pre-decided. Thus the study results would only be applicable to the city of Mumbai and not for the whole country. Nawaf Ghansar Rizvi Institute of Management Studies & Research . 50.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 57 Thus one might buy products from companies that one feels is contributing to society. 50. The sample was further segregated on age groups of 21 – 30 years. It will further help companies in deciding if there is a requirement for companies to become involved socially so that it may benefit them or should they avoid getting into these kinds of advertisements. the survey could only be conducted in some parts of Mumbai. 25. Due to some constraints.

To get a holistic and correct understanding of the view of the consumers of the country it would be best if data was collected from respondents all over the country.  Questionnaire Length: Many respondents mentioned that the questionnaire was very exhaustive.5 Limitations of the Study  Sample: The sample is only from the city of Mumbai. After the data collection process was completed.SPSS v. the data was analyzed using the statistical software . Chi-square and Factor Analysis were used in order to get important insights 6.4 Sampling Procedure The respondents were asked if they watched television.  Biasness: There was a level of biasness on the respondent‘s part while answering the questionnaire. The respondents were requested to fill the questionnaire in an unbiased manner and not leave any question blank. Any doubts they had were clarified so as to get the right response from them. especially advertisements. they were asked to fill the questionnaire.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 58 6.16. Due to this. If they did. People who hated advertisements were mostly giving negative answers. responses to a few questions were given casually. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Various statistical tools like Anova.

7. Chi-square and Factor Analysis were used to get the output of the data.1.1 Gender Fig 7.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 59 Chapter 7 – Data Analysis and Interpretation For primary data collection a structured questionnaire was made which was filled by respondents of various age groups. software for analyzing the data. But since the difference is only of a small percentage. it can be observed that the data collected is not of equal number of males and females. analysis was carried out using SPSS. income groups and gender across the city of Mumbai. the gender bias can be ignored.1 Respondent Profile 7. The number of males is more than the number of females.1 – Gender Distribution across the Sample From the above figure.1. Nawaf Ghansar Rizvi Institute of Management Studies & Research .1. Data analysis tools like Anova. Once the data collection was completed.1 Data Analysis 7.

1. Majority of the sample is from the younger age group of 21 years – 30 years and forms almost 50% of the sample.2 – Age Group Distribution across the Sample From the above figure. it can be observed that the data collected across various age groups is not equal in number.2 Age Group 60 Fig 7. The sample size of the age group of 31 years – 40 years and 41 years – 50 years is also considerable and analysis will hold true for it.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Thus the analysis will be more from the point of view of the younger generation.1.

000 closely followed by respondents with monthly household income greater than Rs.1. 25. 50. Nawaf Ghansar Rizvi Institute of Management Studies & Research .3 – Income Group Distribution across the Sample From the above figure.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. 50. it can be observed that maximum respondents were having a monthly household of Rs.000 – Rs.1.3 Monthly Household Income 61 Fig 7.000.

799 Minimum 1 Maximum 4 Table 7.05.000 a. 0 cells (.0%) have expected frequencies less than 5. Nawaf Ghansar Rizvi Institute of Management Studies & Research . 63.5 37. This means there are significant differences in time spent by respondents in watching TV daily.2.2 – Frequency of Time Spent by Respondents Watching TV Daily Test Statistics Specifies the times spent by the respondent watching TV Chi-Square Df Asymp.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 62 7. Table 7.5 37.5 -4. Deviation .08 Std.1 Chi-square Test to Find Amount of Time Spent Watching TV Daily Ho: There are no significant differences in time spent in watching TV daily Ha: There are significant differences in time spent in watching TV daily Descriptive Statistics N Specifies the times spent by the respondent watching TV 150 Mean 2.1 – Descriptive Analysis on Time Spent by Respondents Watching TV Daily Observed N Less than 1 hour 1-2 hours 3-4 hours More than 4 hours Total 35 75 33 7 150 Expected N 37.5.5 Table 7. Thus we reject Ho.5 Residual -2.3 – Chi-square Test for Time Spent by Respondents Watching TV Daily From the above table.013a 3 .1. Sig.2 Data Interpretation 7.5 -30.5 37.00 which is less than 0.2. it is observed that the p value is 0. Most of the respondents watch around 1-2 hours of television every day. The minimum expected cell frequency is 37.5 37.1 Chi-square 7.

20.0 Residual 26. Thus we reject Ho.1.0 50. 0 cells (.000 a.0%) have expected frequencies less than 5. Nawaf Ghansar Rizvi Institute of Management Studies & Research .5 – Frequency of Attitude towards Watching Advertisements Test Statistics Specifies the attitude of the respondent towards watching advertisements Chi-Square Df Asymp.2 Chi-square Test to Find the Attitude towards Watching Advertisements Ho: There are no significant differences in the attitude towards watching advertisements Ha: There are significant differences in the attitude towards watching advertisements Descriptive Statistics N Specifies the attitude of the respondent towards watching advertisements 150 1.6 – Chi-square Test for Attitude towards Watching Advertisements From the above table. Deviation Minimum 63 Maximum Table 7.0 Table 7.812 1 3 Mean Std. Table 7.0 -10. This means there are significant differences in attitude towards watching advertisements.0 40 34 150 50. Sig.4 – Descriptive Analysis on Attitude towards Watching Advertisements Observed N I surf the channel when advertisements are aired I watch the advertisements because they are aired I consciously watch advertisements Total 76 Expected N 50.0 -16.640a 2 .2. it is observed that the p value is 0.72 .00 which is less than 0.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.05.0. The minimum expected cell frequency is 50. Most of the respondents surf the channel when advertisements are being aired.

0 44. if at all they see an ad. 67.0 Table 7.0 50. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Table 7.0 50. Most of the respondents watch the complete ad.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.05.7 – Descriptive Analysis on Advertisement Viewing Habit Observed N I have never watched a complete advertisement If at all I see an advertisement. 0 cells (. Thus we reject Ho.3 Chi-square Test to Find the Advertisement Viewing Habit Ho: There are no significant differences in the advertisement viewing habits Ha: There are significant differences in the advertisement viewing habits Descriptive Statistics N Specifies the advertisement viewing habit of the respondent Mean Std.0. it is observed that the p value is 0.0 Residual -37. The minimum expected cell frequency is 50.8 – Frequency of Advertisements Viewing Habit Test Statistics Specifies the advertisement viewing habit of the respondent Chi-Square Df Asymp. This means there are significant differences in the advertisements viewing habit. Sig. I watch it completely It does not matter to me if an advertisement is being aired Total 13 94 43 150 Expected N 50.2.20 .0%) have expected frequencies less than 5.00 which is less than 0.0 -7.9 – Chi-square Test for Advertisements Viewing Habit From the above table.1.000 a.579 1 3 Table 7. Deviation Minimum 64 Maximum 150 2.080a 2 .

75 1.2 t-test 7.02 1.100 .017 .087 Statement8 Specifies whether the respondent feels that ads can only be watched once 150 2.078 Statement6 Specifies whether the respondent finds ads to be unnecessary 150 2.953 .082 Statement9 Specifies whether the respondent feels that ads are not a good way to follow their favourite celebrity 150 3.2.972 .003 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 65 7. Deviation Std.083 Statement10 Specifies whether the respondent wouldn’t mind paying a bit extra so as to avoid watching ads 150 2.068 Statement2 Specifies whether the respondents finds advertisements to be informative 150 3.2.069 Statement3 Specifies whether the respondent feels that ads are a good way to be updated about the latest market offering 150 3. Error Mean N Mean Statement1 Specifies whether the respondents finds advertisements to be dull 150 2.709 .1 Attitude towards Advertisements One-Sample Statistics Std.28 1.47 .087 Statement5 Specifies whether the respondent finds ads to be a good medium to raise social awareness 150 3.69 1.834 .61 .43 .063 .058 Statement4 Specifies whether the respondent feels that ads are a good way to compare products 150 3.090 Table 7.2.079 Statement7 Specifies whether the respondent finds ad jingles to be a good source of mobile ringtones 150 3.841 .76 .10 – Mean on Attitude towards Advertisements Nawaf Ghansar Rizvi Institute of Management Studies & Research .23 1.065 .99 .

084 149 .000 -1.000 -.000 -.567 -1.86 -.533 -.44 -11.65 -.12 -.720 -.000 -.58 -.007 -.84 -15.40 -1.115 149 .912 149 .000 -1.307 -1.11 -19.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 66 One-Sample Test Test Value = 4 90% Confidence T df Sig.002 -.27 -7.70 -1. (2tailed) Mean Difference Interval of the Difference Lower Upper Statement1 Specifies whether the respondents finds advertisements to be dull Statement2 Specifies whether the respondents finds advertisements to be informative Statement3 Specifies whether the respondent feels that ads are a good way to be updated about the latest market offering Statement4 Specifies whether the respondent feels that ads are a good way to compare products Statement5 Specifies whether the respondent finds ads to be a good medium to raise social awareness Statement6 Specifies whether the respondent finds ads to be unnecessary Statement7 Specifies whether the respondent finds ad jingles to be a good source of ringtones Statement8 Specifies whether the respondent feels that ads can only be watched once Statement9 Specifies whether the respondent feels that ads are not a good way to follow their favourite celebrity Statement10 Specifies whether the respondent wouldn’t mind paying a bit extra so as to avoid watching ads -13.42 -8.956 149 .09 -20.951 149 .37 -.10 -8.000 -1.736 149 .63 -3.11 – t test Analysis on Attitude towards Advertisements Nawaf Ghansar Rizvi Institute of Management Studies & Research .909 -.17 Table 7.000 -.240 -.769 149 .370 149 .000 -1.387 -1.980 -1.50 -1.272 149 .253 -1.667 149 .44 -1.10 .92 -.773 -.

we reject Ho.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement1: 67 Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are dull Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are dull Since the p value is 0.000 which is less than 0. Statement3: Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are a good way to be updated on the latest market offerings Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are a good way to be updated on the latest market offerings Nawaf Ghansar Rizvi Institute of Management Studies & Research . Statement2: Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are informative Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are informative Since the p value is 0.05. This means that most of the respondents don‘t consider advertisements to be informative. we reject Ho.000 which is less than 0.05. This means that most of the respondents don‘t consider advertisements to be dull.

05.000 which is less than 0. we accept Ho. This means that most of the respondents don‘t consider advertisements to be a good medium to raise social awareness.002 which is less than 0. we reject Ho. Statement4: Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are not a good way to compare products Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are not a good way to compare products Since the p value is 0. we reject Ho. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Statement5: Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are a good medium to raise social awareness Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are a good medium to raise social awareness Since the p value is 0. This means that most of the respondents consider advertisements to be a good way to be updated on the latest market offerings. This means that most of the respondents consider advertisements to be a good way to compare products.909 which is greater than 0.05.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 68 Since the p value is 0.05.

This means that most of the respondents don‘t consider advertisements to be a good source of mobile ringtones. Statement7: Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are a good source of mobile ringtones Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are a good source of mobile ringtones Since the p value is 0.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement6: 69 Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are unnecessary Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are unnecessary Since the p value is 0.05. we reject Ho.000 which is less than 0.000 which is less than 0. This means that most of the respondents don‘t consider advertisements to be unnecessary.05. Statement8: Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements can be watched only once Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements can be watched only once Nawaf Ghansar Rizvi Institute of Management Studies & Research . we reject Ho.

This means that most of the respondents consider advertisements to be a good way to follow their favourite celebrity. we reject Ho.05. Statement9: Ho: There are no significant differences in respondent‘s agreement towards the statement that advertisements are not a good way to follow their favourite celebrity Ha: There are significant differences in respondent‘s agreement towards the statement that advertisements are not a good way to follow their favourite celebrity Since the p value is 0.000 which is less than 0. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Statement10: Ho: There are no significant differences in respondent‘s agreement towards the statement that they would not mind paying a bit extra if it meant they could avoid watching advertisements Ha: There are significant differences in respondent‘s agreement towards the statement that they would not mind paying a bit extra if it meant they could avoid watching advertisements Since the p value is 0.05.000 which is less than 0.05.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 70 Since the p value is 0. This means that most of the respondents would mind paying a bit extra even if it meant that they could skip watching advertisements. we reject Ho. we reject Ho.000 which is less than 0. This means that most of the respondents think that ads can be watched more than once.

Deviation 71 N Mean Std.79 .076 Statement7 Specifies whether the respondent likes to see emotional ads repeatedly 150 3.100 Statement5 Specifies whether the respondent likes to see ads of brands which interest them repeatedly 150 3.853 .082 Statement4 Specifies whether the respondent likes to see ads starring their favourite celebrity repeatedly 150 2.077 .57 1.03 1.956 .2.085 .006 .2.16 .089 Table 7.52 1. Error Mean Statement1 Specifies whether the respondent likes to see humorous ads repeatedly 150 3.42 .078 Statement2 Specifies whether the respondent likes to see ads associated with a social cause repeatedly 150 3.230 .076 Statement9 Specifies whether the respondent likes to see ads that have stunts performed in it repeatedly 150 3.Mean on Advertisement Preference for Repeat Viewing Nawaf Ghansar Rizvi Institute of Management Studies & Research .088 Statement8 Specifies whether the respondent likes to see creative ads repeatedly 150 4.50 1.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.070 Statement3 Specifies whether the respondent likes to see ads having a good jingle repeatedly 150 3.935 .77 .204 .084 Statement6 Specifies whether the respondent likes to see informative ads repeatedly 150 3.929 .034 .12 .43 1.2 Advertisement Preference for Repeat Viewing One-Sample Statistics Std.85 1.098 Statement10 Specifies whether the respondent likes to see ads of preferred brands repeatedly 150 3.

573 -.29 -5.500 -.038 .t test Analysis on Advertisement Preference for Repeat Viewing Nawaf Ghansar Rizvi Institute of Management Studies & Research .160 .227 -.903 149 .000 -.973 -1.13 .007 -.000 -.642 149 .36 -.03 .62 -.982 149 .000 -1.32 -.097 149 .000 -.10 -6.323 149 .207 -.28 2.65 -.153 -1.004 -.14 -.000 -.854 149 .903 149 .427 -.57 -.33 -.000 -.71 -.480 -.000 -.46 Upper -2.08 -4.683 149 .35 Table 7.70 -.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 72 One-Sample Test Test Value = 4 90% Confidence t Df Sig.483 149 .34 -11.99 -8.44 -2. (2tailed) Mean Difference Interval of the Difference Lower Statement1 Specifies whether the respondent likes to see humorous ads repeatedly Statement2 Specifies whether the respondent likes to see ads associated with a social cause repeatedly Statement3 Specifies whether the respondent likes to see ads having a good jingle Statement4 Specifies whether the respondent likes to see ads starring their favourite celebrity repeatedly Statement5 Specifies whether the respondent likes to see ads of brands which interest them repeatedly Statement6 Specifies whether the respondent likes to see informative ads repeatedly Statement7 Specifies whether the respondent likes to see emotional ads repeatedly Statement8 Specifies whether the respondent likes to see creative ads repeatedly Statement9 Specifies whether the respondent likes to see ads that have stunts performed in it repeatedly Statement10 Specifies whether the respondent likes to see ads of preferred brands repeat -9.580 -.81 -5.725 149 .

Statement2: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are associated with a social cause Ha: There are significant differences in the level of agreement for watching ads repeatedly which are associated with a social cause Since the p value is 0. This means that most respondents don‘t like watching humorous ads repeatedly.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement1: 73 Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are humorous Ha: There are significant differences in the level of agreement for watching ads repeatedly which are humorous Since the p value is 0. Statement3: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which have a good jingle Ha: There are significant differences in the level of agreement for watching ads repeatedly which have a good jingle Since the p value is 0. Nawaf Ghansar Rizvi Institute of Management Studies & Research . we reject Ho.05.05.05.000 which is less than 0. we reject Ho. we reject Ho. This means that most respondents don‘t like watching ads having a good jingle repeatedly. This means that most respondents don‘t like watching ads associated with a social cause repeatedly.004 which is less than 0.000 which is less than 0.

Nawaf Ghansar Rizvi Institute of Management Studies & Research . This means that most respondents don‘t like watching ads which star their favourite celebrity repeatedly. Statement5: Ho: There are no significant differences in the level of agreement for watching ads repeatedly of brands that interest them Ha: There are significant differences in the level of agreement for watching ads repeatedly of brands that interest them Since the p value is 0.000 which is less than 0.05.05.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement4: 74 Ho: There are no significant differences in the level of agreement for watching ads repeatedly which star their favourite celebrity Ha: There are significant differences in the level of agreement for watching ads repeatedly which star their favourite celebrity Since the p value is 0. we reject Ho. Statement6: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are informative Ha: There are significant differences in the level of agreement for watching ads repeatedly of which are informative Since the p value is 0.007 which is less than 0. we reject Ho. we reject Ho. This means that most respondents don‘t like watching ads repeatedly even if it is of brands that interest them.05.000 which is less than 0. This means that most respondents don‘t like watching ads repeatedly even if they are informative.

038 which is less than 0.000 which is less than 0. Statement8: Ho: There are no significant differences in the level of agreement for watching ads repeatedly which are creative Ha: There are significant differences in the level of agreement for watching ads repeatedly of which are creative Since the p value is 0. thus we conclude that overall there are a large number of people who like to see creative ads repeatedly.05. But their number is not significantly more. The mean value is greater than 4.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement7: 75 Ho: There are no significant differences in the level of agreement for watching ads repeatedly which try to connect emotionally with the consumer Ha: There are significant differences in the level of agreement for watching ads repeatedly of which try to connect emotionally with the consumer Since the p value is 0. Nawaf Ghansar Rizvi Institute of Management Studies & Research . we reject Ho.05. we reject Ho. This means that most respondents don‘t like watching ads repeatedly even if they connect to them emotionally.

000 which is less than 0. Statement10: Ho: There are no significant differences in the level of agreement for watching ads repeatedly of their preferred brand Ha: There are significant differences in the level of agreement for watching ads repeatedly of their preferred brand Since the p value is 0.05. This means that most respondents don‘t like watching ads repeatedly even if they have stunts performed in them. This means that most respondents don‘t like watching ads repeatedly even if they are of their preferred brand.000 which is less than 0. we reject Ho.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement9: 76 Ho: There are no significant differences in the level of agreement for watching ads repeatedly which have stunts performed in them Ha: There are significant differences in the level of agreement for watching ads repeatedly of which have stunts performed in them Since the p value is 0. we reject Ho. Nawaf Ghansar Rizvi Institute of Management Studies & Research .05.

11 .075 150 2.24 1.14 1.079 150 2.078 2.14 – Mean on Impact of Social Cause Related Advertisements Nawaf Ghansar Rizvi Institute of Management Studies & Research .129 . Deviation Std. Error Mean Statement1 Specifies whether the social cause related advertisement makes the respondent actively participate in the social cause Statement2 Specifies whether the social cause related advertisement does not motivate the respondent to get socially involved Statement3 Specifies whether the social cause related advertisement motivates the respondent to involve others Statement4 Specifies whether the social cause does not make the respondent socially aware Statement5 Specifies whether the social cause related advertisement makes the respondent look it up online 150 3.69 1.943 .004 .64 .077 150 3.77 1.082 150 2.039 .001 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.961 .25 .075 150 3.965 .085 Table 7.082 Statement6 Specifies whether the respondent discusses about the social cause 150 Statement7 Specifies whether the social cause related advertisement makes the respondent give voice to the cause by writing about it on blogging or social networking websites Statement8 Specifies whether the social cause related advertisement does not make the respondent consider the brand as a part of their purchase decision Statement9 Specifies whether the social cause related advertisement makes the respondent not to recommend the brand for purchase by others 150 150 3.092 2.914 .81 .34 .2.913 .3 Impact of Social Cause Related Advertisements One-Sample Statistics 77 N Mean Std.2.

02 -.23 -11.660 -.659 149 .539 the brand for purchase by others 149 .49 -1.06 -14.00 -.72 -8.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 78 One-Sample Test Test Value = 4 90% Confidence t df Sig.000 -1.37 -1.000 -1.62 -23.893 -1.760 -.90 -.32 -1.360 -1.307 -1.000 -1.000 -1.46 -1.860 -1.000 -1.79 -.297 149 .000 -.000 -.410 149 .53 Table 7.87 -1.000 -.15 – t test Analysis on Impact of Social Cause Related Advertisements Nawaf Ghansar Rizvi Institute of Management Studies & Research .233 -1.15 -17.77 Upper -9.62 -10.496 149 .979 149 .415 149 . (2tailed) Mean Difference Interval of the Difference Lower Statement1 Specifies whether the cause related ad makes the respondent actively participate in the social cause Statement2 Specifies whether the social cause related ad does not motivate the respondent to get socially involved Statement3 Specifies whether the cause related ad motivates the respondent to involve others Statement4 Specifies whether the social cause does not make the respondent socially aware Statement5 Specifies whether the cause related ad makes the respondent look it up online Statement6 Specifies whether the respondent discusses about the social cause Statement7 Specifies whether the cause related ad makes the respondent give voice to the cause by writing about it on blogging or social networking websites Statement8 Specifies whether the cause related ad does not make the respondent consider the brand -15.747 -1.187 -1.09 149 .000 -.060 as a part of their purchase decision Statement9 Specifies whether the social cause related ad makes the respondent not to recommend -14.176 149 .

social cause related ads don‘t make them actively participate in social causes. This means that for most respondents. Statement2: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads do not motivate them to get socially involved Ha: There are significant differences in the level of agreement for the statement that social cause related ads do not motivate them to get socially involved Since the p value is 0. we reject Ho.05. This means that for most respondents.000 which is less than 0.05.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement1: 79 Ho: There are no significant differences in the level of agreement for the statement that social cause related ads make them actively participate in the social cause Ha: There are significant differences in the level of agreement for the statement that social cause related ads make them actively participate in the social cause Since the p value is 0. social cause related ads motivate them to get socially involved. Statement3: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads motivates them to involve others Ha: There are significant differences in the level of agreement for the statement that social cause related ads motivates them to involve others Since the p value is 0. This means that for most respondents. Nawaf Ghansar Rizvi Institute of Management Studies & Research . social cause related ads don‘t motivate them to involve others. we reject Ho. we reject Ho.000 which is less than 0.000 which is less than 0.05.

This means that for most respondents.000 which is less than 0.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement4: 80 Ho: There are no significant differences in the level of agreement for the statement that social cause related ads do not make them socially aware Ha: There are significant differences in the level of agreement for the statement that social cause related ads do not make them socially aware Since the p value is 0.05. make them discuss it with their friends and colleagues Since the p value is 0. This means that for most respondents.05. Nawaf Ghansar Rizvi Institute of Management Studies & Research . Statement6: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads. social cause related ads do make them socially aware. social cause related ads do not make them look it up online.000 which is less than 0.000 which is less than 0. make them discuss it with their friends and colleagues Ha: There are significant differences in the level of agreement for the statement that social cause related ads. we reject Ho. we reject Ho. social cause related ads make them discuss with their friends and colleagues.05. Statement5: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads make them look it up online Ha: There are significant differences in the level of agreement for the statement that social cause related ads make them look it up online Since the p value is 0. we reject Ho. This means that for most respondents.

make them consider the brand during purchase. Nawaf Ghansar Rizvi Institute of Management Studies & Research . we reject Ho.000 which is less than 0. This means that for most respondents social cause related ads. we reject Ho. makes them give voice to the cause by writing about it Since the p value is 0. stops them from considering the brand as part of their purchase Ha: There are significant differences in the level of agreement for the statement that social cause related ads.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement7: 81 Ho: There are no significant differences in the level of agreement for the statement that social cause related ads. This means that for most respondents social cause related ads. makes them give voice to the cause by writing about it Ha: There are significant differences in the level of agreement for the statement that social cause related ads.000 which is less than 0. makes them give voice to the cause by writing about it. makes them recommend the brand for purchase. This means that for most respondents social cause related ads. Statement9: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads.05.05. Statement8: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads. stops them from recommending the brand for purchase by others Since the p value is 0. we reject Ho.000 which is less than 0. stops them from considering the brand as part of their purchase Since the p value is 0. stops them from recommending the brand for purchase by others Ha: There are significant differences in the level of agreement for the statement that social cause related ads.05.

955 .653 -.78 -.000 -.193 -.078 150 3.078 .487 -.46 1.17 – t test Analysis on Features of Social Ads that can be Re-called Nawaf Ghansar Rizvi Institute of Management Studies & Research .376 149 .39 Upper -6.540 -.000 -.133 149 .946 .298 149 .2.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.003 -.30 -. Deviation 82 N Mean Std.81 .09 -8.2. (2tailed) Mean Difference Interval of the Difference Lower Statement1 Specifies whether respondent can recall the brand and the cause it is associated with Statement2 Specifies whether respondent can recall social message after having seen the ad Statement3 Specifies whether respondent can recall the celebrity used after having seen the ad Statement4 Specifies whether the respondent can recall the jingles in the ad after having seen the social ad -6.3 Features of Social Ads that can be Re-called One-Sample Statistics Std.69 -. Error Mean Statement1 Specifies whether the respondent can recall the brand and the cause it is associated with Statement2 Specifies whether the respondent can recall the social message after having seen the social ad Statement3 Specifies whether the respondent can recall the celebrity used after having seen the social ad Statement4 Specifies whether the respondent can recall the jingles in the ad after having seen the social ad 150 3.077 150 3.16 – Mean on Features of Social Ads that can be Re-called One-Sample Test Test Value = 4 90% Confidence T Df Sig.000 -.36 -3.51 .35 .61 -.52 Table 7.057 149 .088 Table 7.775 .063 150 3.

000 which is less than 0.05. This means that most respondents cannot remember the social message after seeing the social cause related advertisement. we reject Ho. Statement2: Ho: There are no significant differences in the level of agreement for the statement that people can remember the social message after seeing the social cause related advertisement Ha: There are significant differences in the level of agreement for the statement that people can remember the social message after seeing the social cause related advertisement Since the p value is 0.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement1: 83 Ho: There are no significant differences in the level of agreement for the statement that people can recall the brand and the cause they are associated with after seeing the social advertisement Ha: There are significant differences in the level of agreement for the statement that people can recall the brand and the cause they are associated with after seeing the social advertisement Since the p value is 0.05. This means that most respondents cannot recall the brand and the cause they are associated with after seeing the social cause related advertisement. Nawaf Ghansar Rizvi Institute of Management Studies & Research . we reject Ho.000 which is less than 0.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement3: 84 Ho: There are no significant differences in the level of agreement for the statement that people can remember the celebrity used in the social cause related advertisement Ha: There are significant differences in the level of agreement for the statement that people can remember the celebrity used in the social cause related advertisement Since the p value is 0. we reject Ho. we reject Ho.000 which is less than 0. Statement4: Ho: There are no significant differences in the level of agreement for the statement that people can remember the jingles in the ad after seeing the cause related advertisement Ha: There are significant differences in the level of agreement for the statement that people can remember the jingles in the ad after seeing the cause related advertisement Since the p value is 0.05.000 which is less than 0. This means that most respondents cannot remember the jingles used in the advertisements even after seeing the social cause related advertisement.05. This means that most respondents cannot remember the celebrity in the ad after seeing the social cause related advertisement. Nawaf Ghansar Rizvi Institute of Management Studies & Research .

02 .16 .080 .079 150 3.46 1.25 . Error Mean Statement1 Specifies whether the respondent considers brands that do cause related advertisements as socially responsible brands Statement2 Specifies whether the respondent is having no effect on the perception of the brand after seeing the social cause related advertisements Statement3 Specifies whether the respondent can keep seeing advertisements which convey a social cause Statement4 Specifies whether the ads that convey a social cause have little impact on the minds of the respondent Statement5 Specifies whether the respondent avoids buying products of brands that do social cause related advertisements Statement6 Specifies whether the respondent wouldn’t mind paying a premium for a product of a brand that generates social awareness through its advertisements Statement7 Specifies whether the respondent would associate with a brand for a long time if it conveys social message in its advertisements 150 3.080 Table 7.085 .973 .085 150 2.984 .088 150 2.18 – Mean on Attitude towards Brands that get into Social Cause Related Ads Nawaf Ghansar Rizvi Institute of Management Studies & Research .021 .2.043 .919 .2. Deviation Std.075 150 3.083 150 3.4 Attitude towards Brands that get into Social Cause Related Advertisements One-Sample Statistics 85 N Mean Std.96 1.15 1.089 150 3.16 1.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.

69 -1.840 -.19 – t test Analysis on Attitude towards Brands that get into Cause Related Ads Nawaf Ghansar Rizvi Institute of Management Studies & Research .040 -1.98 -.71 -17.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 86 One-Sample Test Test Value = 4 90% Confidence T df Sig.000 -.151 149 .000 -1.540 -1.000 -.000 -.63 Upper -9.840 -.11 -.391 149 .038 149 .000 -.88 -.98 -. (2tailed) Mean Difference Interval of the Difference Lower Statement1 Specifies whether the respondent considers brands that do cause related advertisements as socially responsible brands Statement2 Specifies whether the respondent is having no effect on the perception of the brand after seeing the social cause related ads Statement3 Specifies whether the respondent can keep seeing ads which convey a social cause Statement4 Specifies whether the ads that convey a social cause have little impact on the minds of -11.000 -.85 -10.89 -12.39 .19 -.459 149 .795 149 the respondent Statement5 Specifies whether the respondent avoids buying products of brands that do social cause related advertisements Statement6 Specifies whether the respondent wouldn’t mind paying a premium for a product of a brand that generates social awareness through its advertisements Statement7 Specifies whether the respondent would associate with a brand for a long time if it conveys social message in its ads -10.71 -10.847 -.70 Table 7.862 149 .341 149 .753 -.000 -1.97 -.980 -1.

we reject Ho.05. we reject Ho.000 which is less than 0.05.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement1: 87 Ho: There are no significant differences in the level of agreement for the statement that brands that get into social cause related ads are socially responsible brands Ha: There are significant differences in the level of agreement for the statement that brands that get into social cause related ads are socially responsible brands Since the p value is 0. Nawaf Ghansar Rizvi Institute of Management Studies & Research . This means that most respondents do not consider brands that get into social ads as socially responsible brands. Statement2: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads have no effect on the perception of the brand Ha: There are significant differences in the level of agreement for the statement that social cause related ads have no effect on the perception of the brand Since the p value is 0. social cause related ads have an effect on the perception of the brand. This means that most respondents cannot watch cause related ads repeatedly.000 which is less than 0.05. This means that for most respondents.000 which is less than 0. Statement3: Ho: There are no significant differences in the level of agreement for the statement that social cause related ads can be watched repeatedly Ha: There are significant differences in the level of agreement for the statement that social cause related ads can be watched repeatedly Since the p value is 0. we reject Ho.

000 which is less than 0. Statement5: Ho: There are no significant differences in the level of agreement for the statement that people avoid buying products of brands that get into social cause related advertisements Ha: There are significant differences in the level of agreement for the statement that people avoid buying products of brands that get into social cause related advertisements Since the p value is 0.000 which is less than 0. we reject Ho. Nawaf Ghansar Rizvi Institute of Management Studies & Research .05. This means that most respondents would mind paying a premium for a brand that gets into social advertisements. we reject Ho.05.05. social cause related ads have an impact on the minds of the consumer.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement4: 88 Ho: There are no significant differences in the level of agreement for the statement that social cause related ads have little impact on their mind Ha: There are significant differences in the level of agreement for the statement that social cause related ads have little impact on their mind Since the p value is 0.000 which is less than 0. This means that most respondents do not mind buying products of brands that get into social advertisements. we reject Ho. This means that for most respondents. Statement6: Ho: There are no significant differences in the level of agreement for the statement that people wouldn‘t mind paying a premium for a brand that get into social cause related ads Ha: There are significant differences in the level of agreement for the statement that people avoid buying products of brands that get into social cause related advertisements Since the p value is 0.

05.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Statement7: 89 Ho: There are no significant differences in the level of agreement for the statement that people would associate themselves with the brand that gets into social cause related advertisements on a long term basis Ha: There are significant differences in the level of agreement for the statement that people would associate themselves with the brand that gets into social cause related advertisements on a long term basis Since the p value is 0.000 which is less than 0. This means that most respondents wouldn‘t associate themselves with a brand that gets into cause related advertisements on a long term basis. we reject Ho. Nawaf Ghansar Rizvi Institute of Management Studies & Research .

55 3.34 .65 3.33 3.89 4.73 3. N 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 .3 Anova 7.23 3.33 3.47 3.49 3.49 3.49 3.65 3.134 .134 .55 3.941 2 3 Subset for alpha = 0.2.057 .41 3.55 3.21 3.71 3.47 3.1 Factors that make Respondents Watch a Complete Advertisement Ho: There are no significant differences in factors that would make a respondent watch an entire advertisement Ha: There are significant differences in factors that would make a respondent watch an entire advertisement Homogeneous Subsets VAR 00001 10 7 9 12 4 13 15 14 1 6 16 3 2 11 5 8 Sig.23 3.41 3.49 3.209 .47 3.49 3.61 3.240 .82 3.20 – Tukey test on Parameters for Watching an Entire Ad Nawaf Ghansar Rizvi Institute of Management Studies & Research .209 1 3.156 .49 3.41 3.71 3.3.61 3.82 3.47 3.41 3.65 3.55 3.82 3.2.55 3.73 3. Table 7.61 3.89 3.61 3.49 3.33 3.65 3.05 4 5 6 7 8 Means for groups in homogeneous subsets are displayed.15 4.55 3.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 90 7.61 3.15 4.73 3.49 3.49 3.49 3.47 3.71 3.

e.000 Table 7.21 – Anova Analysis on Parameters for Watching an Entire Ad Reject Ho. The least important parameters are the duration of the ad or the ad of the respondents preferred brand.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 91 ANOVA Sum of Squares Between Groups Within Groups Total 217.502 . Nawaf Ghansar Rizvi Institute of Management Studies & Research . . i.375 Sig.687 2466. Also it is observed that humour in an ad or an ad starring the respondents favourite celebrity are the most important parameters in what would make them watch the advertisement without having to change the channel.05.530 2248.000 which is lesser than 0.943 F 15. there are significant differences between factors that would make a respondent watch an entire ad without changing the channel since the degree of significance is 0.216 Df 15 2384 2399 Mean Square 14.

Table 7.23 – Tukey test on Parameters that Recall an Ad Reject Ho. Nawaf Ghansar Rizvi Institute of Management Studies & Research .96 3.73 3.99 3.3.05.84 2.93 2.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. Also it is observed that humour in an ad is the most important parameters that would make people remember the ad.93 2. there are significant differences between factors that would make a respondent remember the ad since the degree of significance is 0. N 150 150 150 150 150 150 150 150 150 150 .e.2.05 2 3 4 Means for groups in homogeneous subsets are displayed.913 1719.000 92 Table 7.55 3.546 1.975 .13 . .530 .99 4.22 – Anova Analysis on Parameters that Recall an Ad Homogeneous Subsets VAR 00001 5 9 10 6 8 7 4 1 3 2 Sig.154 F 32.530 1 2.000 which is lesser than 0.542 Sig.73 3.087 2056. i.2 Factors that make Respondents Remember an Advertisement Ho: There are no significant differences in factors that make a respondent remember an ad Ha: There are significant differences in the factors that make a respondent remember an ad ANOVA Sum of Squares Between Groups Within Groups Total 337.81 2. The least important parameter is vagueness of the ad.999 df 9 1490 1499 Mean Square 37.982 Subset for alpha = 0.47 3.

61 6.05 .054 7.100 9357. Table 7.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. N 150 150 150 150 150 150 150 150 .2.05.479 df 7 1192 1199 Mean Square 61.3.379 8930.083 2 3 Means for groups in homogeneous subsets are displayed.05 VAR00001 1 6 2 3 8 7 4 5 Sig.e. i.236 .24 7.39 8.83 6. The least liked ad campaign is the ‗Nanhi Kali‘ campaign.25 .61 6.24 – Anova Analysis on Likeability towards Various Cause Related Ad Campaigns Homogeneous Subsets Subset for alpha = 0.150 Sig.24 7.000 93 Table 7.492 F 8.Tukey test on Likeability towards Various Cause Related Ad Campaigns Reject Ho. there are significant differences between likeability of various cause related ad campaigns since the degree of significance is 0.95 6. Also it is observed that the ‗Jaago Re‘ campaign is the most liked cause related ad campaign.92 6.112 1 5.39 7.99 7.000 which is lesser than 0.3 Likeability towards Various Cause Related Ad Campaigns Ho: There are no significant differences in likeability to various cause related ad campaigns Ha: There are significant differences in likeability to various cause related ad campaigns ANOVA Sum of Squares Between Groups Within Groups Total 427. Nawaf Ghansar Rizvi Institute of Management Studies & Research . .

05 VAR00001 1 6 8 7 2 3 4 5 Sig.000 94 Table 7.Tukey test on Impact on Purchase of Various Cause Related Ads Reject Ho.100 9357.4 Impact on purchase of Various Cause Related Ad Campaigns Ho: There are no significant differences on impact of purchase of various cause related ads Ha: There are significant differences on impact of purchase of various cause related ads ANOVA Sum of Squares Between Groups Within Groups Total 427. N 150 150 150 150 150 150 150 150 .3.25 5.000 which is lesser than 0.27 .379 8930.492 F 8.93 6. The ‗Nanhi Kali‘ ad campaign has the least impact on purchase.26 – Anova Analysis on Impact on Purchase of Various Cause Related Ads Homogeneous Subsets Subset for alpha = 0.25 5.e. i. there are no significant differences between various cause related ad campaigns having an impact on purchase since the degree of significance is 0.111 2 Table 7.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.17 5.085 1 4.04 .17 5. .39 5.150 Sig.35 4.65 5.46 5.479 df 7 1192 1199 Mean Square 61.054 7.05. Means for groups in homogeneous subsets are displayed. Also it is observed that the ‗Jaago Re‘ campaign is the having the most impact on purchase. Nawaf Ghansar Rizvi Institute of Management Studies & Research .2.

155 .444 -.301 .659 .284 -.026 .062 -.084 .733 .106 .099 -.031 -.073 -. Rotation converged in 5 iterations.026 .4 Factor Analysis Rotated Component Matrixa Component 1 Specifies whether the respondent feels that the ads of a brand that convey a social message are not important Specifies whether the respondent feels that more brands should get into social cause related advertisements Specifies whether the respondent feels that there is no difference between social ads and any other ads Specifies whether the respondent takes less interest in watching an ad of a brand that conveys a social cause Specifies whether the respondent doesn’t like ads of a brand that convey a social message Specifies whether the respondent doesn’t mind watching ads of a brand that convey a social message more than once Specifies whether the respondent discusses ads that convey a social message with colleague Specifies whether the respondent does not recommend family and friends to watch ads of brands that convey a social message Specifies whether the respondent writes about ads that convey a social message on social networking websites Specifies whether the respondent feels that social ads are a good tool to increase social awareness Specifies whether the respondent changes the channel when social ads are being aired on television Specifies whether the respondent feels that brands should not get into social cause related advertisements Specifies whether the respondent feels that social cause related advertisements are tacky Specifies whether the respondent feels that social cause related advertisements should not be aired on all channels Extraction Method: Principal Component Analysis.341 .762 -.175 .776 .122 -.067 Table 7.060 . .770 .012 -.104 .154 -.351 .482 -.205 -.2.539 .198 .160 . a.529 .663 -.218 .520 .195 3 4 -.081 -. Rotation Method: Varimax with Kaiser Normalization.844 .452 -.183 .167 .720 -.28 – Factor Analysis on Attitude towards Social Advertisements Nawaf Ghansar Rizvi Institute of Management Studies & Research .098 .103 .429 -.245 .615 .603 .063 .391 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 95 7.467 -.008 .271 .091 .295 .745 2 .

Second group of respondents are those who do not believe in the concept of cause related advertisements. the fourth group of respondents are those who believe in cause related advertisements. Nawaf Ghansar Rizvi Institute of Management Studies & Research . First group of respondents are those who do not watch cause related advertisements. Third group of respondents are those who watch cause related advertisements. four types of respondent groups come out. Finally.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 96 From the above table.

38 2.1 Two-way Anova with Replication for Age & Gender with Attitude towards Cause Related Marketing 7.35 3.114 15 62 83 37 3.1 Cause Related Ads help in Remembering the Ad Descriptive Statistics Gender Age Group 21 years .63 3. Deviation 1.68 1.48 3.5 Two-way Anova with Replication 7.73 3.50 years Total 21 years .059 1.1.93 Std.047 1.036 1.2.30 years 31 years .163 N 58 15 Table 7.67 3.40 years Total 41 years .2.006 1.41 3.5.47 1.2.051 1.060 30 150 3.048 1.122 .40 years Female 41 years .30 years 31 years .50 years Total 3.40 years Male 41 years .80 3.5.38 1.082 1.29 – Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall Ho1: There are no significant differences in preference to social cause related ad recall across gender of the respondents Ho2: There are no significant differences in preference to social cause related ad recall across age group of the respondents Ho3: There are no significant differences in preference to social cause related ad recall across gender and age group of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .995 15 88 25 22 Mean 3.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 97 7.30 years 31 years .50 years Total 21 years .

05.333 Df 5 1 1 2 2 144 150 149 Mean Square 1.092 .048 (Adjusted R Squared = .301 a.015) Table 7.211 Sig.e. there are no significant differences in preference to recall of social ads across age group of the respondent. R Squared = .600 1448.30 – 2 Way Anova with Dependent Variable as Cause Related Ad in Recall Hypothesis1: Since the p value for gender is greater than 0. we accept the hypothesis. there are no significant differences in preference to recall of social ads across gender of the respondent.05.680 159.999a 1448.106 F 1. Nawaf Ghansar Rizvi Institute of Management Studies & Research .415 1.e. i. Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0. we accept the hypothesis. Hypothesis2: Since the p value for age group is greater than 0.e.566 1.340 1.131 2. i.189 1.000 .211 .189 3.446 1309.000 167.246 .05. we accept the hypothesis.335 1970.882 1. there are no significant differences in preference to recall of social ads due to the interaction between the gender and age group of the respondent.750 3.750 3. . i.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 98 Tests of Between-Subjects Effects Source Corrected Model Intercept Gender AgeGroup Gender * AgeGroup Error Total Corrected Total Type III Sum of Squares 7.321 2.

2.17 3.709 15 62 83 37 3.1.853 30 150 3.42 .30 years 31 years .40 years Total 41 years .36 3.799 .68 .924 .2 Cause Related Ads can be Watched Repeatedly Descriptive Statistics Gender Age Group 21 years . Deviation .30 years 31 years .568 15 88 25 22 Mean 3.50 years Total 21 years .67 Std.5.712 .87 3.68 .09 3.80 3.664 .30 3.860 .904 .73 3.30 years 31 years .50 years Total 21 years .900 N 58 15 99 Table 7.60 3.50 years Total 3.31 – Descriptive Statistics with Dependent Variable as Social Ads Repeat Viewing Ho1: There are no significant differences in preference to watching social cause related ads repeatedly across gender of the respondents Ho2: There are no significant differences in preference to watching social cause related ads repeatedly across age group of the respondents Ho3: There are no significant differences in preference to watching social cause related ads repeatedly across gender and age group of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .516 .895 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.40 years Male 41 years .40 years Female 41 years .

589 4.05.347 . we accept the hypothesis.e.311 Sig.688 1512. there are significant differences in preference to watching social ads repeatedly across age group of the respondent.001 .102 1863.733 a.540 df 5 1 1 2 2 144 150 149 Mean Square 2.507 . there are no significant differences in preference to watching social ads repeatedly due to the interaction of the gender and age group of the respondent. we reject the hypothesis.05.187 .660 F 4.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 100 Tests of Between-Subjects Effects Source Corrected Model Intercept Gender AgeGroup Gender * AgeGroup Error Total Corrected Total Type III Sum of Squares 13. we accept the hypothesis.187 .05. R Squared = . there are no significant differences in preference to watching social ads repeatedly across gender of the respondent. i.015 . . Hypothesis3: Since the p value for the interaction between gender and age group is greater than 0.124 (Adjusted R Squared = . i.32 – 2 Way Anova with Dependent Variable as Social Ads Repeat Viewing Hypothesis1: Since the p value for gender is greater than 0.002 .589 9. i.411 95.e. Hypothesis2: Since the p value for age group is lesser than 0.093) Table 7.206 .e. Nawaf Ghansar Rizvi Institute of Management Studies & Research .825 .438a 1512.000 108.706 .892 6.000 .070 2289.

982 . 50000 21 years .13 Std.00 1.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.971 .963 .38 2. 25000 Rs.2 Two-way Anova with Replication for Age & Income with Attitude towards Cause Related Marketing 7.Rs.65 2.963 55 150 3.5.000 .902 15 30 28 67 2.873 .43 2. 50000 Total Rs.30 years Greater than Rs. 25000 Rs.80 2.Rs. 25000 . 50000 41 years . 25000 .012 .961 .36 2.40 years Greater than Rs. 15000 .58 1.41 1.22 .937 N 21 30 101 Table 7.07 2. 50000 31 years .1 Dislike towards Brands that get into Social Cause Related Ads Descriptive Statistics Age Group Monthly Household Income Rs.41 1.Rs. 25000 .12 2.5.Rs. Deviation .Rs.59 2. 50000 Total Rs.52 2.Rs.50 years Greater than Rs. 25000 Rs.040 . 50000 Total 2.837 .Rs.929 32 83 5 24 Mean 2.2. 50000 Total Rs. 15000 . 50000 Total Greater than Rs. 15000 .2.439 8 37 2 13 2.33 – Descriptive Statistics with Dependent Variable as Dislike to Social Ads Ho1: There are no significant differences in dislike towards social cause related advertisements across age group of the respondents Ho2: There are no significant differences in dislike towards social cause related advertisements across income group of the respondents Ho3: There are no significant differences in dislike towards social cause related advertisements across age and income groups of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .870 . 25000 Rs. 15000 .77 1.2.126 .Rs. 25000 .

we accept the hypothesis.000 3. i.006 .053 . i.089) Table 7.616 2. Nawaf Ghansar Rizvi Institute of Management Studies & Research .884 1. R Squared = .e.e. there are no significant differences in dislike towards cause related ads across age group of the respondent.05. Hypothesis3: Since the p value for the interaction between age group and income group is lesser than 0.000 .845 F 2.536 3.236 119.728 3.309 .138 (Adjusted R Squared = . we accept the hypothesis.813 447.005 a.000 138.485 .173 1007.34 – 2 Way Anova with Dependent Variable as Dislike to Social Ads Hypothesis1: Since the p value for age group is greater than 0.884 .378 377. there are no significant differences in dislike towards cause related ads across income group of the respondent. there are significant differences in dislike towards cause related ads due to the interaction of the age group and income group of the respondent.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 102 Tests of Between-Subjects Effects Source Corrected Model Intercept AgeGroup IncomeGroup AgeGroup * IncomeGroup Error Total Corrected Total Type III Sum of Squares 19.05.071 13. . Hypothesis2: Since the p value for income group is greater than 0. we reject the hypothesis.05.095 .231 5.193 Df 8 1 2 2 4 141 150 149 Mean Square 2. i.020a 377.915 Sig.e.

30 years Greater than Rs.35 – Descriptive Statistics with Dependent Variable as Disagreement towards Brands getting into Social Ads Ho1: There are no significant differences in disagreement towards brands getting into social cause related advertisements across age group of the respondents Ho2: There are no significant differences in disagreement towards brands getting into social cause related advertisements across income group of the respondents Ho3: There are no significant differences in disagreement towards brands getting into social cause related advertisements across age and income groups of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .54 1.33 2.12 2.200 1. 15000 .Rs.13 2.066 1.Rs. 15000 .00 2. 15000 .Rs.34 2. 50000 31 years . 25000 . 50000 41 years .30 Std. 50000 Total Greater than Rs.Rs.00 2.2.Rs. 50000 Total 2.083 1.40 years Greater than Rs.000 .Rs.33 3.33 1.779 32 83 5 24 Mean 2. 25000 Rs. 50000 Total Rs.42 1. 25000 .356 1.111 1. Deviation 1.Rs.000 .Rs.223 1.53 2.57 2.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. 25000 Rs. 50000 21 years . 50000 Total Rs. 25000 .069 .070 55 150 3.51 2. 15000 . 25000 Rs.126 . 50000 Total Rs.901 . 25000 Rs.2. 25000 .2 Disagreement towards Brands getting into Social Cause Related Ads Descriptive Statistics Age Group Monthly Household Income Rs.816 8 37 2 13 2.119 N 21 30 103 Table 7.960 15 30 28 67 2.43 2.00 1.5.50 years Greater than Rs.

05.788a 422.583 10.36 – 2 Way Anova with Dependent Variable as Disagreement towards Brands getting into Social Ads Hypothesis1: Since the p value for age group is greater than 0.447 . i. i.993 1. we accept the hypothesis.000 . there are no significant differences in disagreement towards brands getting into social cause related advertisements across income group of the respondent.791 2.712 2.540 Df 8 1 2 2 4 141 150 149 Mean Square 1.e.05.029) Table 7.045 .497 .081 (Adjusted R Squared = .607 1. R Squared = .05. Nawaf Ghansar Rizvi Institute of Management Studies & Research . we accept the hypothesis.345 Sig.550 380. .502 .641 .145 . we accept the hypothesis.492 .502 .723 422. Hypothesis2: Since the p value for income group is greater than 0. Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.e.058 a.e.428 156.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 104 Tests of Between-Subjects Effects Source Corrected Model Intercept AgeGroup IncomeGroup AgeGroup * IncomeGroup Error Total Corrected Total Type III Sum of Squares 13.000 170. there are no significant differences in disagreement towards brands getting into social cause related advertisements due to the interaction of the age group and income group of the respondent. i. there are no significant differences in disagreement towards brands getting into social cause related advertisements across age group of the respondent.752 1049.112 F 1.

2.79 .64 2. 25000 Rs. 25000 Rs. 15000 . 25000 .947 8 37 2 13 2.085 . 15000 . 25000 .893 15 30 28 67 2. Deviation 1.2.813 .Rs.785 N 21 30 105 Table 7.31 1. 25000 .68 2.000 .83 2.64 . 25000 Rs. 50000 Total Rs.5. 50000 Total Rs.951 .85 2. 50000 31 years .061 .3 Disagreement towards Social Cause Related Ads Motivating to get Socially Involved Descriptive Statistics Age Group Monthly Household Income Rs.Rs.46 . 15000 .989 .901 .38 2.50 years Greater than Rs. 25000 . 50000 21 years .932 32 83 5 24 Mean 2. 50000 Total Rs.55 2. 50000 Total 2.60 2.548 .Rs.102 .Rs. 15000 . 50000 41 years .Rs.Rs.Rs.40 2.Rs.986 1.30 years Greater than Rs.72 2.71 2.27 Std.943 55 150 3.37 – Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved Ho1: There are no significant differences in disagreement towards social cause related ads motivating to get socially involved across age group of the respondents Ho2: There are no significant differences in disagreement towards social cause related ads motivating to get socially involved across income group of the respondents Ho3: There are no significant differences in disagreement towards social cause related ads motivating to get socially involved across age and income groups of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.915 .00 2. 50000 Total Greater than Rs. 25000 Rs.40 years Greater than Rs.

109 . we reject the hypothesis.942 Sig.05.000 .023 a. i.994 . there are no significant differences in disagreement towards social advertisements motivating to get socially involved across income group of the respondent.442 . .421 .38 – 2 Way Anova with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved Hypothesis1: Since the p value for age group is greater than 0.e. Nawaf Ghansar Rizvi Institute of Management Studies & Research .05.009 3. i. we accept the hypothesis.075) Table 7.702 9.684 116.05.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 106 Tests of Between-Subjects Effects Source Corrected Model Intercept AgeGroup IncomeGroup AgeGroup * IncomeGroup Error Total Corrected Total Type III Sum of Squares 16.014 .536a 478.447 .249 2.e.512 581. R Squared = .000 132.447 .e.024 1178.823 F 2. there are significant differences in disagreement towards social advertisements motivating to get socially involved due to the interaction of the age group and income group of the respondent.005 1. i. we accept the hypothesis.006 2.125 (Adjusted R Squared = . Hypothesis3: Since the p value for the interaction between age group and income group is lesser than 0. Hypothesis2: Since the p value for income group is greater than 0.851 2. there are no significant differences in disagreement towards social advertisements motivating to get socially involved across age group of the respondent.067 478.560 Df 8 1 2 2 4 141 150 149 Mean Square 2.

933 .97 3.83 2.82 2.707 1. 15000 .94 2. 50000 Total Rs.050 8 37 2 13 2.5.2.50 2. 50000 Total Rs.4 Disagreement towards Social Cause Related Ads influence on purchase decision Descriptive Statistics Age Group Monthly Household Income Rs.96 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.Rs.64 .Rs.957 .Rs. 50000 Total Rs.884 .39 – Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads influence on purchase decision Ho1: There are no significant differences in disagreement towards social cause related ads influence on purchase decision across age group of the respondents Ho2: There are no significant differences in disagreement towards social cause related ads influence on purchase decision across income group of the respondents Ho3: There are no significant differences in disagreement towards social cause related ads influence on purchase decision across age and income groups of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .2. 25000 Rs.25 2.47 Std.Rs.02 2.986 . 25000 . 25000 Rs.46 1.60 2.Rs.965 55 150 3.999 32 83 5 24 Mean 2. 50000 31 years .81 2.964 . 15000 .40 years Greater than Rs.Rs.948 . 25000 . 25000 Rs.73 2. 50000 21 years . 50000 41 years . 25000 Rs. Deviation . 25000 .905 .035 .50 years Greater than Rs.Rs.981 . 25000 .937 N 21 30 107 Table 7.548 . 15000 .81 .30 years Greater than Rs.995 15 30 28 67 3. 50000 Total 3. 50000 Total Greater than Rs. 15000 .07 2.Rs.

05.476 .05. there are no significant differences in disagreement towards social ads influence on purchase across age group of the respondent. we accept the hypothesis. i.e. .557 a. i. there are no significant differences in disagreement towards social ads influence on purchase due to the interaction of the age group and income group of the respondent.000 . we accept the hypothesis.914 F 1. Nawaf Ghansar Rizvi Institute of Management Studies & Research .872 .871a 604.363 5.224 .773 df 8 1 2 2 4 141 150 149 Mean Square 1.689 .252 2.40 – 2 Way Anova with Dependent Variable as Disagreement towards Social Ads influence on purchase decision Hypothesis1: Since the p value for age group is greater than 0.320 .682 2.578 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 108 Tests of Between-Subjects Effects Source Corrected Model Intercept AgeGroup IncomeGroup AgeGroup * IncomeGroup Error Total Corrected Total Type III Sum of Squares 9.350 661. Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.e.e.746 2.234 604. i.755 128.902 1326.071 (Adjusted R Squared = .626 . we accept the hypothesis.000 138.05.753 Sig. Hypothesis2: Since the p value for income group is greater than 0.060 .578 1. R Squared = . there are no significant differences in disagreement towards social ads influence on purchase across income group of the respondent.018) Table 7.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. 25000 Rs. 15000 .31 .22 3. 15000 .Rs.01 3.Rs. 25000 Rs.Rs.40 3.22 3. 50000 Total Rs. 50000 21 years . 15000 . 50000 Total 3. 25000 Rs. 25000 Rs.970 1.Rs.50 years Greater than Rs.2.986 1.182 8 37 2 13 3.50 3.016 1.5 Agreement to Pay Premium for Brands that get into Social Ads Descriptive Statistics Age Group Monthly Household Income Rs.15 1.14 3.5.050 N 21 30 109 Table 7.00 3. 25000 .947 .Rs.071 1.41 – Descriptive Statistics with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads Ho1: There are no significant differences in agreement to pay premium for brands that get into social ads across age group of the respondents Ho2: There are no significant differences in agreement to pay premium for brands that get into social ads across income group of the respondents Ho3: There are no significant differences in agreement to pay premium for brands that get into social ads across age and income groups of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .Rs.021 55 150 3. 50000 Total Rs.Rs.30 years Greater than Rs. 25000 . 50000 31 years . 50000 41 years .10 . 25000 .Rs.707 1.38 3.042 . 50000 Total Greater than Rs.60 3.13 1.40 years Greater than Rs.916 .061 15 30 28 67 3. 15000 .47 3.035 32 83 5 24 Mean 3. 50000 Total Rs.05 3.2.013 1.030 .00 Std. 25000 .548 1. Deviation 1.

.419 . i.e.966 1.720 3.659 . i.148 1.038 (Adjusted R Squared = -. we accept the hypothesis.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 110 Tests of Between-Subjects Effects Source Corrected Model Intercept AgeGroup IncomeGroup AgeGroup * IncomeGroup Error Total Corrected Total Type III Sum of Squares 5.586 . Nawaf Ghansar Rizvi Institute of Management Studies & Research .139 Sig. Hypothesis2: Since the p value for income group is greater than 0. we accept the hypothesis. we accept the hypothesis.000 .05.702 723.690 .967 a.720 1.05.591 149.e.681 .744 767.000 155.522 1647.42 – 2 Way Anova with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads Hypothesis1: Since the p value for age group is greater than 0.016) Table 7.e. i. there are no significant differences in agreement to pay premium for brands that get into social ads across income group of the respondent.473 df 8 1 2 2 4 141 150 149 Mean Square . there are no significant differences in agreement to pay premium for brands that get into social ads due to the interaction of the age group and income group of the respondent. Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.060 F . R Squared = .05.889 .952a 767.444 .363 . there are no significant differences in agreement to pay premium for brands that get into social ads across age group of the respondent.208 .

15000 .27 . 50000 21 years .43 – Descriptive Statistics with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads Ho1: There are no significant differences in agreement to associate with brands for a long time that gets into social ads across age group of the respondents Ho2: There are no significant differences in agreement to associate with brands for a long time that gets into social ads across income group of the respondents Ho3: There are no significant differences in agreement to associate with brands for a long time that gets into social ads across age and income groups of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .12 .16 .792 .Rs.22 5.987 . Deviation 1.978 15 30 28 67 3.30 years Greater than Rs. 25000 Rs. 25000 Rs.084 .29 3.984 55 150 3.5.548 .Rs.008 1.40 years Greater than Rs.Rs. 15000 . 25000 .Rs. 15000 . 50000 Total Rs. 50000 41 years .Rs.05 3.6 Agreement to Associate with Brand for a Long Time that gets into Social Ads Descriptive Statistics Age group Monthly Household Income Rs. 50000 Total Rs.78 3. 50000 Total Rs.917 .25 3.922 .941 1. 25000 . 25000 Rs.02 3.47 3.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. 25000 Rs.850 32 83 5 24 Mean 3. 15000 .60 3.00 3.96 3.20 3.282 . 50000 Total 2.967 8 37 2 13 2.54 1.Rs. 25000 . 50000 31 years .50 years Greater than Rs. 25000 .2.27 Std. 50000 Total Greater than Rs.2.Rs.081 N 21 30 111 Table 7.000 .Rs.071 1.

44 – 2 Way Anova with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads Hypothesis1: Since the p value for age group is lesser than 0. we accept the hypothesis.321 3.713 Sig.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 112 Tests of Between-Subjects Effects Source Corrected Model Intercept AgeGroup IncomeGroup AgeGroup * IncomeGroup Error Total Corrected Total Type III Sum of Squares 14.917 F 2. we reject the hypothesis.000 .047 .05. i.05.103 (Adjusted R Squared = .878 3.160 df 8 1 2 2 4 141 150 149 Mean Square 1. Hypothesis3: Since the p value for the interaction between age group and income group is greater than 0.638 4. Nawaf Ghansar Rizvi Institute of Management Studies & Research .280 129.e.561 5.150 a.638 9. i.244 1642.865 845. .080 6.039 .034 922. there are significant differences in agreement to pay premium for brands that get into social ads across income group of the respondent.e.570 . we reject the hypothesis. Hypothesis2: Since the p value for income group is lesser than 0.040 1.916a 845.000 144.05. R Squared = . there are no significant differences in agreement to pay premium for brands that get into social ads due to the interaction of the age group and income group of the respondent.317 1.755 6.e. i.053) Table 7. there are significant differences in agreement to pay premium for brands that get into social ads across age group of the respondent.006 .

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.2.5.3 Two-way Anova with Replication for Time Spent Watching TV & Ad Viewing Habit with Attitude towards Cause Related Marketing 7.2.5.3.1 Cause Related Ads help in Remembering the Ad
Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad, I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad, I watch it completely Total It does not matter to me if an ad is being aired Total 3.16 3.47 1.022 1.060 3.00 4.00 3.08 3.66 . .816 .954 1.053 1 7 3.88 3.48 3.00 4.40 .991 1.121 . .548 8 3.12 3.39 2.67 3.45 .971 .985 .577 1.184 2.67 3.51 3.40 3.53 1.000 1.197 1.140 .968 9 Mean 3.00 3.95 Std. Deviation 1.155 1.090 N 4

113

22

35 5 45 25 75 3 22

33 1 5

13 94 43 150

Table 7.45 – Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

114

Ho1: There are no significant differences in preference to social cause related ad recall across time spent watching TV by the respondents Ho2: There are no significant differences in preference to social cause related ad recall across ad viewing habit of the respondents Ho3: There are no significant differences in preference to social cause related ad recall across time spent watching TV and ad viewing habit of the respondents

Tests of Between-Subjects Effects Source Corrected Model Intercept TimeTV AdViewingHabit TimeTV * AdViewingHabit Error Total Corrected Total Type III Sum of Squares 23.143
a

df 11 1 3 2 6 138 150 149

Mean Square 2.104 476.095 .134 4.116 1.921 1.045

F 2.014 455.654 .128 3.939 1.838

Sig. .031 .000 .943 .022 .096

476.095 .401 8.232 11.525 144.191 1970.000 167.333

a. R Squared = .138 (Adjusted R Squared = .070)

Table 7.46 – 2 Way Anova with Dependent Variable as Cause Related Ad in Recall

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Hypothesis1:

115

Since the p value for time spent watching TV is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to social cause related ad recall across the time spent watching TV by the respondents.

Hypothesis2: Since the p value for ad viewing habit is lesser than 0.05, we reject the hypothesis, i.e. there are significant differences in preference to social cause related ad recall across the ad viewing habit of the respondents.

Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is greater than 0.05, we accept the hypothesis, i.e. there are no significant differences in preference to social cause related ad recall due to the interaction of the time spent watching TV and ad viewing habit of the respondents.

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

33 2. I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.033 .27 2.309 1.039 1 7 13 94 2.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. Deviation .036 1.30 2.27 .447 8 33 1 5 2.577 1.00 2.870 1. I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.86 Std.29 .905 .970 .2 Ads Conveying Social Message are not Important Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad.837 .20 2.3.816 1.2.86 2.488 .972 1.00 1. I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.00 2. . I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.71 2.47 – Descriptive Statistics with Dependent Variable as Ads Conveying Social Messages are not Important Ho1: There are no significant differences in perception that brands that do social ads are not important across time spent watching TV by the respondents Ho2: There are no significant differences in perception that brands that do social ads are not important across ad viewing habit of the respondents Ho3: There are no significant differences in perception that brands that do social ads are not important across time spent watching TV and ad viewing habit of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research . I watch it completely Total It does not matter to me if an ad is being aired Total 2.125 N 4 22 116 Table 7.166 . .78 2.202 25 75 3 22 2.37 1.38 2.895 9 35 5 45 Mean 3.5.21 1.00 1.39 .24 2.019 43 150 2.80 1.

000 154.48 – 2 Way Anova with Dependent Variable as Ads Conveying Social Messages are not Important Hypothesis1: Since the p value for time spent watching TV is lesser than 0. i. .116 .05.e. there are no significant differences in preference that brands that do social ads are not important across the ad viewing habit of the respondents.891 . there are no significant differences in preference that brands that do social ads are not important due to the interaction of the time spent watching TV and ad viewing habit of the respondents.05. R Squared = .092 (Adjusted R Squared = .296 212. we reject the hypothesis.000 .244 .686 3.173 1. there are significant differences in preference that brands that do social ads are not important across the time spent watching TV by the respondents. Hypothesis2: Since the p value for ad viewing habit is greater than 0.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 117 Tests of Between-Subjects Effects Source Corrected Model Intercept TimeTV AdViewingHabit TimeTV * AdViewingHabit Error Total Corrected Total Type III Sum of Squares 14.272 208. i.e.984 a.833 df 11 1 3 2 6 138 150 149 Mean Square 1.020) Table 7.252a 212.589 9.e.247 .05. Nawaf Ghansar Rizvi Institute of Management Studies & Research . we accept the hypothesis.170 Sig. Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is greater than 0.025 .040 140.118 .081 .019 F 1. we accept the hypothesis. i.235 1.581 995.032 .589 3.

134 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.51 .00 3.857 .80 .3.60 3.736 .30 3.3 Agreement towards More Brands getting into Cause Related Ads Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad.869 9 35 5 45 Mean 3.46 3.894 N 4 22 118 Table 7.803 .33 3.45 .57 3. I watch it completely Total It does not matter to me if an ad is being aired Total 3.500 .548 .5.53 .26 2.32 Std. 1.832 43 150 2.00 3. 1. I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad. I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.62 3. I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.916 .095 8 33 1 5 3. Deviation .67 4.877 .75 3.780 .333 .59 .839 1 7 13 94 3.49 – Descriptive Statistics with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads Ho1: There are no significant differences in perception that more brands should get into cause related ads across time spent watching TV by the respondents Ho2: There are no significant differences in perception that more brands should get into cause related ads across ad viewing habit of the respondents Ho3: There are no significant differences in perception that more brands should get into cause related ads across time spent watching TV and ad viewing habit of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .40 3.43 4. I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.2.816 .89 3.577 .666 25 75 3 22 2.

429 Sig.471 1885.648 F 1. R Squared = .063) Table 7.000 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 119 Tests of Between-Subjects Effects Source Corrected Model Intercept TimeTV AdViewingHabit TimeTV * AdViewingHabit Error Total Corrected Total Type III Sum of Squares 13.938 2.029 a.041 .237 494.817 2.810 9.132 (Adjusted R Squared = .000 103.575 .905 1.05.50 – 2 Way Anova with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads Hypothesis1: Since the p value for time spent watching TV is lesser than 0. . Nawaf Ghansar Rizvi Institute of Management Studies & Research . there are no significant differences in perception that more brands should get into cause related ads across the ad viewing habit of the respondents.e.541 1.056 . i. there are significant differences in perception that more brands should get into cause related ads across the time spent watching TV by the respondents. we reject the hypothesis.479 3.602a 494.907 762. i. we reject the hypothesis.448 89.541 5. we accept the hypothesis.826 1.043 . Hypothesis2: Since the p value for ad viewing habit is greater than 0.776 2. there are significant differences in perception that more brands should get into cause related ads due to the interaction of the time spent watching TV and ad viewing habit of the respondents.05.073 Df 11 1 3 2 6 138 150 149 Mean Square 1.e.e. i. Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is lesser than 0.05.

51 – Descriptive Statistics with Dependent Variable as No Difference between Social Ads or any other Ads Nawaf Ghansar Rizvi Institute of Management Studies & Research .3.00 . I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.837 .00 2.707 8 33 1 5 2.33 2.910 43 150 2.09 Std.66 .916 .911 1 7 13 94 2.909 .14 2.50 3.899 .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7.80 2.918 9 35 5 45 Mean 3.45 2.816 . I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.577 .20 2.56 .59 . .11 3.58 2.2.00 2.000 .5.62 2.796 25 75 3 22 3. I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad. I watch it completely Total It does not matter to me if an ad is being aired Total 2. Deviation 1.912 .921 N 4 22 120 Table 7.928 .85 2.00 2.577 . I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.890 .4 No Difference between Social Ad or any other Ad Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad.47 2.792 . .62 .

.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 121 Ho1: There are no significant differences in perception that there are no differences in social ads or any other ad across time spent watching TV by the respondents Ho2: There are no significant differences in perception that there are no differences in social ads or any other ad across ad viewing habit of the respondents Ho3: There are no significant differences in perception that there are no differences in social ads or any other ad across time spent watching TV and ad viewing habit of the respondents Tests of Between-Subjects Effects Source Corrected Model Intercept TimeTV AdViewingHabit TimeTV * AdViewingHabit Error Total Corrected Total Type III Sum of Squares 17.866 a.349 .381 .000 123.104 .124 368.920 105.046 .764 F 2.077) Table 7.159 1.000 .171 4.901 .419 Sig.862a 281. R Squared = .006 .624 281.340 Df 11 1 3 2 6 138 150 149 Mean Square 1.478 1153.145 (Adjusted R Squared = .52 – 2 Way Anova with Dependent Variable as No Difference between Social Ad or any other Ad Nawaf Ghansar Rizvi Institute of Management Studies & Research .022 .079 .405 10.405 3.320 .

i. we accept the hypothesis.05. there are no significant differences in perception that there are no differences in social ads or any other ad due to the interaction of the time spent watching TV and ad viewing habit of the respondents. Hypothesis2: Since the p value for ad viewing habit is greater than 0. i. Nawaf Ghansar Rizvi Institute of Management Studies & Research .e.05.05. there are significant differences in perception that there are no differences in social ads or any other ad across the time spent watching TV by the respondents. Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is greater than 0. i.e.e.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Hypothesis1: 122 Since the p value for time spent watching TV is lesser than 0. there are no significant differences in perception that there are no differences in social ads or any other ad across the ad viewing habit of the respondents. we reject the hypothesis. we accept the hypothesis.

5 Discuss Cause Related Ads Descriptive Statistics Time Spent Watching TV Ad Viewing Habit I have never watched a complete ad If at all I see an ad.50 3.58 2.62 2. I watch it completely Less than 1 hour It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.53 – Descriptive Statistics with Dependent Variable as Discussion of Social Ads Ho1: There are no significant differences in agreement to discuss cause related ads across time spent watching TV by the respondents Ho2: There are no significant differences in agreement to discuss cause related ads across ad viewing habit of the respondents Ho3: There are no significant differences in agreement to discuss cause related ads across time spent watching TV and ad viewing habit of the respondents Nawaf Ghansar Rizvi Institute of Management Studies & Research .928 . I watch it completely 1-2 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.20 2.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 7. I watch it completely Total It does not matter to me if an ad is being aired Total 2.00 2.816 .796 25 75 3 22 3.577 .000 .80 2.09 Std.00 .56 . Deviation 1.47 2.911 1 7 13 94 2. .707 8 33 1 5 2.33 2.66 .912 . .792 .909 .910 43 150 2.14 2.62 .890 .85 2. I watch it completely More than 4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.3.11 3.918 9 35 5 45 Mean 3.2.916 . I watch it completely 3-4 hours It does not matter to me if an ad is being aired Total I have never watched a complete ad If at all I see an ad.921 N 4 22 123 Table 7.837 .45 2.577 .59 .00 2.00 2.899 .5.

05.840 .570 .864 2. i.05. i.016 2.048 a.593 5. R Squared = .107 502.043 116.052 . Hypothesis3: Since the p value for the interaction between time spent watching TV and ad viewing habit is lesser than 0.072 11.54 – 2 Way Anova with Dependent Variable as Discussion of Social Ads Hypothesis1: Since the p value for time spent watching TV is greater than 0.018 1769. there are no significant differences in agreement to discuss cause related ads across the time spent watching TV by the respondents.482a 422. there are no significant differences in agreement to discuss cause related ads across the ad viewing habit of the respondents.000 135.024 . we accept the hypothesis.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 124 Tests of Between-Subjects Effects Source Corrected Model Intercept TimeTV AdViewingHabit TimeTV * AdViewingHabit Error Total Corrected Total Type III Sum of Squares 19.000 . i. we accept the hypothesis.636 1.144 (Adjusted R Squared = .500 df 11 1 3 2 6 138 150 149 Mean Square 1.382 .e.e.e. Nawaf Ghansar Rizvi Institute of Management Studies & Research . there are significant differences in agreement to discuss cause related ads due to the interaction of the time spent watching TV and ad viewing habit of the respondents. Hypothesis2: Since the p value for ad viewing habit is greater than 0.771 422.841 F 2.189 Sig.05.570 2. . we reject the hypothesis.076) Table 7.028 3.536 1.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 125 Chapter 8 . maximum respondents if at all watch an advertisement. watch it completely   Most of the respondents disagree to the statement that ads are dull The number of respondents who agree to the statement that advertisements are informative are in a minority  A majority of the respondents feel that advertisements are a good way to be updated about the latest market offerings   Most respondents consider ads to be a good means to compare products The number of respondents who disagree to the statement that advertisements can be a major source of social awareness are in majority  Majority of the respondents disagree to the statement that they find advertisements to be unnecessary   Ads are not considered to be a good source of mobile ringtones The statement that advertisements can be watched only once.Suggestions and Recommendations 8.1 Summary of the Analysis    Majority of the respondents spend around 1-2 hours watching television everyday Majority of the respondents surf the channels when advertisements are aired According to the ad viewing habits. has been agreed upon by many respondents  A majority of the respondents agree that advertisements are a good way to follow their favourite celebrity  The number of respondents who disagree to paying a bit extra so as to avoid watch advertisements is very high Nawaf Ghansar Rizvi Institute of Management Studies & Research .

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements       Most respondents don‘t like watching humorous advertisements 126 Many respondents don‘t like watching social cause related advertisements repeatedly Ads having good jingles is not reason enough to watch the ad repeatedly Ads of favourite celebrities cannot be watched repeatedly Even ads of preferred brands cannot be watched repeatedly Ads which are informative or those which try to connect with the respondent on an emotional level cannot be watched repeatedly   Creative advertisements can be watched repeatedly by viewers The respondents disagree to the statement which states that social cause related advertisements make them actively participate in social causes   Social cause related advertisements motivate the respondents to get socially involved Cause related advertisements do not motivate the respondents to involve others in helping out for a social cause  Maximum respondents agree to the statement that social causes make them socially aware  The social cause related advertisement do not make the respondent look it up online most of the time   Respondents agree to discuss about social causes with others around them Most respondents give voice to the cause by writing about it online after seeing a cause related advertisement  Most of the respondents agree to the statement that cause related advertisement make them consider the brand as part of their purchase decision  Most of the respondents agree to the statement that social cause related advertisements makes them want to recommend the brand for purchase Nawaf Ghansar Rizvi Institute of Management Studies & Research .

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements  127 The highest number of respondents agree that they cannot recall the brand and the cause it is associated with  Maximum of the respondents cannot recall the social message after having seen the social advertisement  Most of the respondents cannot recall the celebrity used in the ad after having seen the social cause related advertisement   Respondents cannot recall the jingle after seeing the social advertisement Approximately 81% of the respondents could not match all the brands with the causes they are associative with  The respondents do not consider the brands that do cause related advertisements as socially responsible brands  For most respondents cause related advertisements have an impact on the perception of the brand    Cause related advertisements cannot be watched repeatedly Social cause advertisement have little impact on the mind of the respondents Many respondents do not mind buying products of brands that do social cause related advertisement  The respondents would mind paying a premium for a product of the brand that generates social awareness through its advertisement  Many respondents would not associate with a brand for a long time if it conveys a social message in its advertisement  Humour in the ad and ad starring their favourite celebrity is what would make people watch a complete ad. Nawaf Ghansar Rizvi Institute of Management Studies & Research .

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements  128 Humour in an ad and creativity in an ad are the most important parameters that would make them remember the advertisement. The least liked ad campaign is the ‗Nanhi Kali‘ ad campaign. The least important parameters are the vagueness of the ad and the non-celebrity model used in the ad  ‗Jaago Re‘ ad campaign is the most liked cause related ad campaign and has the highest impact on purchase. It also has the least impact on purchase  People from the age group of 21-30 tend more to watch cause related advertisements repeatedly  People from higher income group wouldn‘t mind associating with brands that get into cause related advertisements for a long time Nawaf Ghansar Rizvi Institute of Management Studies & Research .

advertisers have to make sure they make the first few seconds of the ad as interesting as possible  Most of the respondents felt that ads are a good way to be updated about the latest offerings in the market.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 129 8. Thus advertisers can be a little relived of ad free channels  Most of the respondent said that they would watch the entire ad if the music in the ad was good.2 Recommendations  Since most of the respondents spend only around 1-2 hours watching television. Thus advertisers should ensure to capture the attention of the viewers by using good music in the ad  Ads having humour in them are not very popular among the respondents. Thus advertisers should avoid making ads having humour in them  Even emotions portrayed in ads do not make respondents watch the ad Rizvi Institute of Management Studies & Research Nawaf Ghansar . I think ads should come up in parts which can keep respondents interested in the ad like teaser campaigns  Most of the respondents don‘t think ads are a good way to follow their favourite celebrity. Thus the advertisers have to make sure that they grab the attention of the people in the first few seconds of the ad  Since most of the respondents who watch an ad watch it completely. it becomes very crucial for advertisers to place ads in time slots during which they can get the most relevant reach  Most of the respondents surf the channel when ads are aired. Thus brands should keep this in mind and avoid making ads which focus more on the celebrity  Many respondents are not willing to pay extra to avoid watching ads. Thus advertisers should take care of this when they make the advertisement  Many respondents feel that ads can be watched many times.

Thus the brand should make its association with the brand well placed online  Since most of the respondents discuss the cause after seeing a cause related ad.  Though most respondents are willing to associate with a brand if it gets into cause related advertising. the brand should associate with a cause that is related to what they do. Since many companies are getting into this. This means more people will come to know about the brand and its association with the said cause  Many respondents look up the social cause online after seeing the cause related ad. it is very important for advertisers to make the ads in such a way that when the cause is being discussed. many of them are not willing to pay a premium for the product so as to help the brand out in the cause it is fighting for Nawaf Ghansar Rizvi Institute of Management Studies & Research . most of the respondents are not able to match the brand and its campaign correctly.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements  130 The ads should have a good storyline so as to engage the viewers long enough to watch the complete advertisement  One way to engage the viewers is by motivating them to help the brand in its cause as most respondents feel social ads motivates them to get socially involved  Most viewers would try and get others socially involved as well. the brand gets discussed as well  The respondents feel they are not able to better recall the brand if it gets into cause related advertising  Though most respondents say they recall the brand and the social campaign associated with it.

But they are willing to be associated with the brand for a long time if the brand shows its association with the cause over the period of time Nawaf Ghansar Rizvi Institute of Management Studies & Research . If the association is not right. it has become very difficult to get a space in the mind of the consumer. the brands should be careful as to which cause they associate themselves with. Otherwise what little impact the ad will have on the brand will be forgotten and the brand will lose favourability among the people  With so many advertisers trying so many ways to gain the attention of the viewers.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 131 Chapter 9 – Conclusion  Though people like watching social cause related ads. But it is found that there is no single way which favours well with the respondents  For a brand to make a very good social ad. it has to ensure that it gets the respondent to participate in the cause and also motivates them to get others involved in the cause  Online is a very good medium for the brand to show its association with a cause. To engage the viewer the online medium is a very nice way to get them involved. This is very important from the brands point of view  Brands should not ask consumers to pay for a premium just because they would be helping in the cause as the consumers are not willing to purchase the product then. Thus brands should make forums and a website and make sure that it is regularly updated so as to encourage more people to get involved  People feel that brands that get into cause related advertisements are socially responsible brands and thus generate a good opinion about the brand in the minds of the consumers. all the effort will be in vain  The brands association with the cause should be consistent and long term for the effect to be seen.

Name Demographics Q1. If you do not. 50. Could you please tell me the amount of time spent by you daily on watching TV? (Please select one answer) o Less than 1 hour o 1-2 hours o 3-4 hours o More than four hours Nawaf Ghansar Rizvi Institute of Management Studies & Research .000 – Rs.000 – Rs.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 132 Appendices Appendix 1 – Questionnaire This questionnaire is purely for research purpose and the responses will be kept strictly confidential.000 o Rs.000 o Greater than Rs. then kindly return the blank questionnaire. 50. 15. 25. Which monthly household income group do you belong to? o Rs. Note: Please proceed only if you watch advertisements.000 Q4. Which age group do you belong to? o 21 years – 30 years o 31 years – 40 years o 41 years – 50 years Q3. Gender? Please tick () o Male o Female Q2. 25.

I watch it completely o It does not matter to me if an advertisement is being aired Q7. What is your attitude towards watching TV advertisements? (Please select one answer) o I surf the channel when advertisements are aired o I watch the advertisements because they are aired o I consciously watch advertisements 133 Q6.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q5. Rate the following statements regarding advertisements on the basis of level of agreement you have with them on a scale of 1-5. (Please select one in each row) Strongly Disagree Disagree 1 1 1 2 2 2 Neither Agree nor Disagree 3 3 3 Agree Strongly Agree 4 4 4 5 5 5 I find ads to be dull I find ads to be informative I feel ads are a good way to be updated on the latest offerings in the market I feel ads are not a good way to compare products I feel ads are a good medium to raise social awareness I find ads to be unnecessary I feel ad jingles are a good source of mobile ringtones I feel ads can only be watched once I feel ads are a not a good way to follow my favourite celebrity I would not mind paying a bit extra if it means I can avoid watching ads 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 Nawaf Ghansar Rizvi Institute of Management Studies & Research . What is your advertisement viewing habit? (Please select one answer) o I have never watched a complete advertisement o If at all I see an advertisement.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 134 Q8. Rate the following parameters on a scale of 1-5(1 being ‗Strongly Disagree‘ and 5 being ‗Strongly Agree‘) as to what makes you watch an entire ad without wanting to change the channel? (Please select one in each row) Strongly Disagree 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Disagree 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 Agree 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 Preferred brand Music Graphics / Special Effects The models in the ad Humour in the ad Emotions in the ad The ad is of my preferred brand The ad stars my favourite celebrity Creativity of the ad Duration of the ad (10-15sec) Stunts performed in the ad Storyline of the ad Frequency of the ad (does not air regularly) Clarity of the ad Believability of the ad Product category Jingle Nawaf Ghansar Rizvi Institute of Management Studies & Research .

(Please select one in each row) Least Important Likeability (whether you like the ad) Creativity (how creative was the ad) Humor (if humor in an ad makes you remember it) Emotions (if the emotions in ads make you remember it) Vagueness (if you remembered the ad because it was very vague) Frequency (number of times you saw the ad) Cause related (if I like the cause it is associated with) Celebrity (I remember the ad because of the presence of a known face) Non-celebrity model (I remember the ad because the non-celebrity model was good) Stunts performed in the ad 1 1 1 1 Less Important 2 2 2 2 Important 3 3 3 3 More Important 4 4 4 4 Very Important 5 5 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 1 1 2 2 3 3 4 4 5 5 Nawaf Ghansar Rizvi Institute of Management Studies & Research . Rate the following parameters of an ad that make you remember it on a scale of 1-5. (1 being ‗Least Important‘ and 5 being ‗Very Important‘).Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 135 Q9.

Which kind of ads do you prefer watching repeatedly? (Please select one in each row) Least Preference Ad which is only humorous Ad only associated with a social cause Ad only having a good jingle Ad only starring my favourite celebrity Ad which is of a brand that interest me Ad that is very informative Ad that tries to connect emotionally with the consumer Ad which is very creative Ad that has stunts performed in it Ad that is my of preferred brand 1 1 1 1 1 1 1 1 1 1 Low Preference 2 2 2 2 2 2 2 2 2 2 Neutral 3 3 3 3 3 3 3 3 3 3 High Preference 4 4 4 4 4 4 4 4 4 4 136 Highest Preference 5 5 5 5 5 5 5 5 5 5 Nawaf Ghansar Rizvi Institute of Management Studies & Research .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q10.

What is your attitude towards advertisements of brands which convey a social message? (Please select one answer in each row) Strongly Disagree I feel ads of brands that convey a social message are not important More brands should get into social cause based advertisements There is no difference in ads of brands that convey a social message and any other ad I take less interest in watching the ad of a brand that conveys a social cause I don‘t like ads of brands which convey a social message I don‘t mind watching ads of brands that convey a social message more than once I discuss the ad of brands that convey a social message with my colleague I don‘t recommend my family and friends to watch ads of brands that do social cause related ads I write about such ads on social networking websites Such ads are an important tool to increase social awareness I change the channel when such ads are being aired I feel brands should not get into such kind of advertisements I find such advertisements to be tacky I think such ads should not be aired on all channels 1 1 1 Disagree 2 2 2 Neither Agree nor Disagree 3 3 3 Agree 4 4 4 Strongly Agree 5 5 5 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 1 2 3 4 5 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 Nawaf Ghansar Rizvi Institute of Management Studies & Research .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 137 Q11.

What aspect of the social ads that you have seen do you recall? (Please select one answer in each row) Strongly Disagree I remember the brand and the cause they are associated with I remember the social message I remember the celebrity used I remember the jingles in the ad 1 1 1 1 Disagree 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 Agree 4 4 4 4 Strongly Agree 5 5 5 5 Nawaf Ghansar Rizvi Institute of Management Studies & Research . What is the impact of a social cause related advertisement on you? (Please select one answer in each row) Strongly Disagree It makes me actively participate in the social cause It does not motivate me to get socially involved It motivates me to involve others It does not make me socially aware I look up the social cause on the internet I discuss the cause with friends and colleagues I give voice to the cause by writing about it on blogging or social networking websites I don‘t consider the brand as part of my purchase decision I don‘t recommend others to purchase the brand 1 1 1 1 1 1 1 1 1 Disagree 2 2 2 2 2 2 2 2 2 Neither Agree nor Disagree 3 3 3 3 3 3 3 3 3 Agree 4 4 4 4 4 4 4 4 4 Strongly Agree 5 5 5 5 5 5 5 5 5 Q13.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 138 Q12.

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

139

Q14. Match the below mentioned brands with their respective social cause related advertisements? (Please enter the serial number of the brand next to its matching social ad campaign) Serial No. 1. 2. 3. 4. 5. 6. 7. 8. Brand Idea Tata Tea Surf Excel Aircell Mahindra & Mahindra Times Of India Maruti HPCL Social ad campaign Nanhi kali Conserve Fuel – switch off the car at the signal Child education Teach India Jaago re – Anti-corruption campaign Save tigers Save trees Safe driving Serial No. of the brand

Q15. Rate the below mentioned social ad campaigns on the basis of likeability and its impact on purchase? Nanhi kali Conserve Fuel (switch off the car at the signal) Child education Teach India Jaago re – Anticorruption campaign Save tigers Save trees Safe driving Likeability Impact on purchase 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements Q16. State your agreement on the below statements. Strongly Disagree Brands that do cause related advertisements are socially responsible Social cause related advertisements have no effect on my perception of the brand I can keep seeing ads which convey a social cause Ads that convey a social cause have little impact on my mind I avoid buying products of brands that do social cause related advertisements I would not mind paying a premium for a brand that generates social awareness through its ads I would associate myself with the brand for a long time if it conveys social messages in its advertisements 1 Disagree Neither Agree nor Disagree 3 Agree

140

Strongly Agree 5

2

4

1 1 1 1

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5

1

2

3

4

5

1

2

3

4

5

Thank You!

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

Consumer Attitude & Behaviour Towards Social Cause Related Advertisements

141

Appendix 2 – List of Tables
Table No. 1.1 Table Name Important Years in Advertising History Page No. 13

2.1

Overall Industry Size

14

4.1

Difference between Cause Related Marketing and Corporate Philanthropy Descriptive Analysis on Time Spent by Respondents Watching TV Daily

38

7.1

62

7.2

Frequency of Time Spent by Respondents Watching TV Daily

62

7.3

Chi-square Test for Time Spent by Respondents Watching TV Daily Descriptive Analysis on Attitude towards Watching Advertisements

62

7.4

63

7.5

Frequency of Attitude towards Watching Advertisements

63

7.6

Chi-square Test for Attitude towards Watching Advertisements

63

7.7

Descriptive Analysis on Advertisement Viewing Habit

64

7.8

Frequency of Advertisements Viewing Habit

64

Nawaf Ghansar

Rizvi Institute of Management Studies & Research

13 t test Analysis on Advertisement Preference for Repeat Viewing 72 7.16 Mean on Features of Social Ads that can be Re-called 82 7.10 Mean on Attitude towards Advertisements 65 7.17 t test Analysis on Features of Social Ads that can be Re-called 82 7.15 t test Analysis on Impact of Social Cause Related Advertisements 78 7.18 Mean on Attitude towards Brands that get into Social Cause Related Ads t test Analysis on Attitude towards Brands that get into Cause Related Ads 85 7.12 Mean on Advertisement Preference for Repeat Viewing 71 7.19 86 7.11 t test Analysis on Attitude Towards Advertisements 66 7.9 Chi-square Test for Advertisements Viewing Habit 64 7.14 Mean on Impact of Social Cause Related Advertisements 77 7.20 Tukey test on Parameters for Watching an Entire Ad 90 Nawaf Ghansar Rizvi Institute of Management Studies & Research .Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 142 7.

21 Anova Analysis on Parameters for Watching an Entire Ad 91 7.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 143 7.30 98 7.24 Anova Analysis on Likeability towards Various Cause Related Ad Campaigns Tukey test on Likeability towards Various Cause Related Ad Campaigns Anova Analysis on Impact on Purchase of Various Cause Related Ads 93 7.31 99 7.32 100 Nawaf Ghansar Rizvi Institute of Management Studies & Research .26 94 7.23 Tukey test on Parameters that Recall an Ad 92 7.29 Descriptive statistics with Dependent Variable as Cause Related Ad in Recall 2 Way Anova with Dependent Variable as Cause Related Ad in Recall Descriptive Statistics with Dependent Variable as Social Ads Repeat Viewing 2 Way Anova with Dependent Variable as Social Ads Repeat Viewing 97 7.27 Tukey test on Impact on Purchase of Various Cause Related Ads 94 7.28 Factor Analysis on Attitude towards Social Advertisements 95 7.25 93 7.22 Anova Analysis on Parameters that Recall an Ad 92 7.

39 107 7.34 2 Way Anova with Dependent Variable as Dislike to Social Ads 102 7.38 106 7.35 Descriptive Statistics with Dependent Variable as Disagreement towards Brands getting into Social Ads 2 Way Anova with Dependent Variable as Disagreement towards Brands getting into Social Ads Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved 2 Way Anova with Dependent Variable as Disagreement towards Social Ads Motivating to get Socially Involved Descriptive Statistics with Dependent Variable as Disagreement towards Social Ads influence on purchase decision 2 Way Anova with Dependent Variable as Disagreement towards Social Ads influence on purchase decision Descriptive Statistics with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads 2 Way Anova with Dependent Variable as Agreement to Pay Premium for Brands that get into Social Ads Descriptive Statistics with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads 2 Way Anova with Dependent Variable as Agreement to Associate with the Brand for a Long Time that gets into Social Ads 103 7.42 110 7.37 105 7.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 144 7.40 108 7.41 109 7.33 Descriptive Statistics with Dependent Variable as Dislike to Social Ads 101 7.44 112 Nawaf Ghansar Rizvi Institute of Management Studies & Research .43 111 7.36 104 7.

50 119 7.53 123 7.54 124 Nawaf Ghansar Rizvi Institute of Management Studies & Research .49 118 7.51 120 7.46 114 7.45 Descriptive Statistics with Dependent Variable as Cause Related Ad in Recall 2 Way Anova with Dependent Variable as Cause Related Ad in Recall Descriptive Statistics with Dependent Variable as Ads Conveying Social Messages are not Important 2 Way Anova with Dependent Variable as Ads Conveying Social Messages are not Important Descriptive Statistics with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads 2 Way Anova with Dependent Variable as Agreement towards more Brands getting into Cause Related Ads Descriptive Statistics with Dependent Variable as No Difference between Social Ad or any other Ad 2 Way Anova with Dependent Variable as No Difference between Social Ad or any other Ad Descriptive Statistics with Dependent Variable as Discussion of Social Ads 2 Way Anova with Dependent Variable as Discussion of Social Ads 113 7.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 145 7.52 121 7.47 116 7.48 117 7.

3 4. 15 22 24 25 29 41 59 60 61 Nawaf Ghansar Rizvi Institute of Management Studies & Research .1 3.3 Figure Name Contribution of Advertising Revenue to Overall Industry Size Growth in Online Advertising Corruption Index of Countries around the World Population Illiteracy Rate around the World Drivers of CSR Schematic Representation of Tactical and Strategic Cause Related Marketing Gender Distribution across the Sample Age Group Distribution across the Sample Income Group Distribution across the Sample Page No. 2.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 146 Appendix 3 – List of Figures Figure No.1 7.2 7.1 2.2 3.2 3.1 7.

1999 Kotler Philip. Marketing Management. Cause Related Marketing: A Tactic or Strategy?.warc. Report on Media and Entertainment Industry. Research Report on Media and Entertainment. 2011 IIMK. 2006 UNDP publication. 2007 MIT. Cause Related Marketing. 2009 Online Websites:Retrieved from http://www.Consumer Attitude & Behaviour Towards Social Cause Related Advertisements 147 Bibliography Books Referred:Adkins Sue.com Retrieved from http://www.com Nawaf Ghansar Rizvi Institute of Management Studies & Research .causemarketingforum. Millenium Edition Reports & Articles:Crisil. 2009 FICCI KPMG. What drives CSR in Indian industries?. How social-cause marketing affects consumer perception?.

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