The Impact of Corporate Social Responsibility on Consumer Behavior

Franchesca B. Odiamar Jan 2010

ii

Table of Contents Abstract Acknowledgement List of Tables List of Figures Chapter 1 Introduction Background of the Study Conceptual Framework Statement of the Problem Hypothesis of the Study Assumptions of the Study Significance of the Study Scope and Limitations of the Study Definition of Terms Chapter 2 Review of Related Literature Local Studies Foreign Studies Chapter 3 Research Methodology Research Design Population and Sampling Plan Research Instrument Statistical Treatment Chapter 4 Analysis Chapter 5 Conclusions and Recommendations Findings Conclusions Recommendations Bibliography ii iii iv iv 1 1 6 7 10 10 10 11 12 14 14 18 20 20 21 21 27 29 55 55 59 60 62

Abstract The study of Corporate Social Responsibility and its impact on consumer

behavior allows us to fully understand why it is important to know the reason behind why companies engage in CSR and how the consumers are influenced by their programs and initiatives.

iii
This research intends to assess the degree of agreement of the consumers in terms of the CSR programs as well as to find out whether or not there is no significant difference on the views of single and married respondents CSR expectations. The following statistical treatment will be used for the research: Percentage analysis, Ranking method, Weighted Mean, and z statistics to check the null hypothesis.

Acknowledgment I would like to express my gratitude to all the people who have given their support in making this research. Thank you for all the words of encouragement.

iv
List of Tables Table No. 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 Title Sex Age Civil Status Highest Educational Attainment Monthly Income Company Profile Applicable CSR initiatives of the Companies where the respondents work Corporate Social Responsibility Expectations Views on Companies that engage in CSR Consumer Behavior Involving CSR Social Implications Average Grand Mean of Corporate Social Responsibility Assessment of Expectations and Views Weighted Means and standard deviation with respect to CSR Expectations of Single and Married Respondents Page 29 30 30 31 31 32 32 34 36 38 40 45 47

List of Figures Figure No. 1.1 1.2 4.1 Title Guide questions to assess the impact of CSR on Consumer Behavior Corporate Social Responsibility in relation to Impact of CSR on Consumers buying behavior Z test calculated Page 6 8 52