SUMMER INTERNSHIP

REPORT
A STUDY ON THE IMPACT OF CSR IN
BRAND BUILDING

A Report Submitted in Partial Fulfilment of the requirements of

BBA Program

FACULTY INCHARGE: SUBMITTED BY:

Ms.Vibha Kushwaha KULDEEP SINGH

A30106418054
BBA 4TH SEM

AMITY GLOBAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY – UTTAR PRADESH
 CERTIFICATE

This is to certify that Mr. KULDEEP SINGH, student of BBA (2018-21) (Enrollment no.-
A30106418054) a student of Amity Global Business School, Noida has carried out the
dissertation on “A STUDY ON THE IMPACT OF CSR IN BRAND BUILDING” The
survey, data collection, & analysis work for preparing the dissertation has been carried out by the
student in partial fulfillment of the requirements for the award of BBA, under my guidance and
supervision.

Ms.Vibha Kushwaha
 ACKNOWLEDGMENT

The goal was set, the motions counted, and I proceeded with full enthusiasm, intensity, and
interest. There was a time when this proved to be a difficult task, and the goal seemed beyond
my reach. But the work has strengthened my will and will power and completing this task has
further limited my belief that "it is where one is." I am delighted that this entire article is a
heartfelt attempt to reach maximum accuracy. Therefore, I am using this opportunity to express
my gratitude and thanks to all those who have contributed in some way.
I extend my sincere thanks to Ms.Vibha Kushwaha who helped me throughout the prophecy.
Finally, I want to enjoy a word of appreciation from my family and friends who have contributed
and helped me to make this article a success

KULDEEP SINGH
 DECLARATION

I do hereby declare that I have completed the Dissertation titled “A STUDY ON THE IMPACT
OF CSR IN BRAND BUILDING”. The report submitted is my original work carried out under
the supervision and guidance of Ms.Vibha Kushwaha in partial fulfillment and requirements of
BBA Programme at Amity global business school, Noida. It has not been submitted elsewhere for
award of any degree.

KULDEEP SINGH
(BBA 2018-21)
 EXECUTIVE SUMMARY
1) TOPIC-
A STUDY ON THE IMPACT OF CSR IN BRAND BUILDING

2) INTRODUCTION-
CSR, a term used to describe the efforts of a organization to better society in any way, is social
responsibility. These efforts can range from the donation of money to non-profit projects to the
implementation of ecologically sound working policies.

CSR seeks to increase online and offline business' long-term benefits by enabling them to make
their efforts more efficient and to attract positive attention.

Around three-fourths of the total money contribution of an organization are individuals. Upon
seeing individual Donors, CSR projects will help non-profit organizations make up the 25 per
cent left.

3) PROJECT OBJECTIVE-
➢ To identify how corporates are bringing innovative ideas and merging brand with it
➢ To identify the reasons behind the success of Multinational Brands in
India.
➢ To study the changes that Different multinational brands are using CSR to fight
➢ To identify the consumers expectation from Indian Brands

4) RESEARCH METHODOLOGY-

This research is based on survey method, as the questionnaire will be distributed to gather data
from the public. This research is also based on the theme of Exploratory Research. Interpretation
of various marketing ideas will only be done through extensive exploratory research. The data
used will both be Primary and Secondary data. The sampling technique used in this research is
Judgment Sampling as it more suitable in earlier stages of the research. The sample size of this
research is restricted to 150 people.
CHAPTERS TABLE OF CONTENT S NO.
1 WHAT IS CSR 7-8

1.1 HISTORY OF CSR 8-9

1.2 DEVELOPMEN OF CSR 9-10

1.3 WHY IS CSR IMPORTANT? 10-11

1.4 BENEFITS OF CSR 12-13

1.5 STEPS FOR AN EFFECTIVE CSR STRATEGY 13-14

CORPORATE SOCIAL RESPONSIBILITY IN INDIA

1.6 15

1.7 CSR AMENDMENTS UNDER THE COMPANIES 16-17

(AMENDMENT) ACT, 2019

1.8 CSR OF SOME POPULAR INDIAN MNCs 18-20

2 LITERATURE REVIEW 20-22
3 RESEARCH METHODOLOGY 23-25
4 RESPONSES AND INTERPRETATIONS 26-41
5 SUGGESTIONS AND CONCLUSIONS 42-43
6 REFRENCES 44
7 SURVEY QUESTIONNAIRE 45-48
 CHAPTER-1
INTRODUCTION
WHAT IS CSR?

CSR is a business model that self-regulates a company that helps its society to be socially
responsible – to itself, to its stakeholders to the public. Companies can become aware of how
they have an impact on all aspects of society, including economy, social and the environment, by
exercising corporate social responsibility also called company citoyennety.

CSR means that a organization works in the ordinary course of business in ways that benefit
society and the environment, rather than negatively contributing to it.

CSR generally refers to approaches which are ethically and society-friendly to businesses or
organizations conducting their business. CSR may include various activities such as partnering
with local communities, socially sensitive investment, building relations with employees, clients
and their families and engaging in conservation and sustainability activities.

Corporate Social Responsibility for companies is a specific term that relies on the business and
the industry in many ways. Via CSR initiatives, philanthropy and charitable activities, businesses
can strengthen their brands and support society.

It is equally important to a organization as CSR is to the society. CSR activities can help to
establish a stronger relationship between employees and businesses; enhance the moral
standards; and help both employees and employers feel more connected to their world.

To order to have social responsibility for a corporation, it must first be accountable to itself and
its shareholders. Companies implementing CSR systems have frequently expanded their
companies to the point of giving the company back. CSR is therefore predominantly a major
business approach. Therefore, the more prominent and effective a organization is, the more it is
responsible for setting social expectations for its employees, competition and industry.

Corporate responsibility is an excellent way of increasing moral standards in the work

environment.
To both customers and corporations, corporate social responsibility is essential.
No matter how large your business is, it will not only help the organization but also have a
positive effect on the planet by adopting socially responsible practices.
Small to medium-sized businesses often develop corporate responsibility programs, but they do
not always publicize their projects as much as larger companies.

HISTORY OF CSR
It's rooted in the 1950s' work of some American managers that businesses will do the CSR and
take an active role in the battle for sustainable growth. They believed that companies would
benefit in other respects if they no longer focused solely on their profits but also on their impacts
on society and the environment.

For example, if a company better pays its staff, its wages could be more costly, but on the other
hand its workers have an improved purchasing power and the probability of buying the goods of
the business.

Within the short term too, a corporation can save money by avoiding fines and by circumventing
the need to tackle natural disasters in the longer term if the environmental effect is well handled.

In 1953 Howard Bowen published a book titled "Businessman's Social Responsibility,"

describing why businesses should be both socially and environmentally responsible and provided
the first "remembered" concept of CSR.
Furthermore, in addition to economic and social problems, corporate (private) responsibility
became an growing issue as environmental concerns grew in the second half of the 20th century.
More and more customers started to criticize businesses and required them to be more respectful
of the law, climate, and general responsibility.

DEVLOPMENT OF CSR

In between the years 1990s and 2000s governments around the world started enforcing
legislation that formed the basis for modern CSR in many countries. NRE legislation was the
first in France to require businesses to disclose their sustainable development results. Specific
regulations like the Grenelle Laws and the Vigilance Laws were then observed.

So, businesses started to understand that they had to start investing in CSR to keep them from
falling behind their rivals. At this point CSR began to be seen and used to manage, communicate,
and develop business.

CSR was also crucial for improving consumer corporate image, improving internal
communication and productivity, and a way of reducing costs by improving the efficiency of
energy and resource management for organizations.

Nowadays, with many social and environmental challenges the world is facing, it is difficult to
find medium- to large firms that do not have a CSR report, a CSR department, a manager or, at
least, a communication strategy devoted to CSR.

Many tools will be developed to better quantify companies' sustainable development

performance and actions. Companies are, for example, now using LCA to measure greenhouse
gas emissions and environmental effects and report on CSR or sustainability to assess and share
their positive and negative environmental and society contributions. Many do so because it is
mandatory or if they want to improve their prestige and recognition through employers (e.g. the
EU, because they are large companies).

WHY IS CSR IMPORTANT?

Demands for further transparency-

Stakeholders, including clients, suppliers, employees, governments, investors and advocacy

groups, are increasingly seeking corporate transparency. Traditionally, companies and
stakeholders have no business connection.

Since the sale began, the partnership began. With the advancement of the framework for
stakeholder relations to the riches of industry, stakeholders play their role not only as
stakeholders, but beyond that. CSR programs are one of the best ways to expose company
practices skilled to the stakeholders.

The Government's diminishing position-

In the past, the government had the duty, for order to attain social and environmental goals, to
take full account of the wellbeing of society through legislation and regulation. The landscape
has changed today.

The loss of government funding coupled with lack of confidence in legislation has led to
voluntary and non-regulatory programs being pursued by businesses. In certain countries such as
Malaysia, a certain budget allocation has been changed for certain agencies due to government
resource constraints (owing to a Malaysian monetary sector deficit and a decline in oil prices).

Increasing pressure on investors-

Investors (shareholders) change how they measure business performance and agree on
parameters based on principles, which do not only include profitability. According to the Social
Investment Forum, over USD two trillion in assets were invested in funds using climate- and
social responsibility-related monitoring in the USA in 1999.
A recent Environics International study found that over a fifth of American shareholders had
taken ethical issues into account when buying and selling their shares.

As a party with a direct interest in the company, any investor has a significant obligation to
ensure that something he or she has committed itself to a company has a positive result, benefits
and revenues to maintain on the market.

Strong labor markets-

Employees continually search out their philosophies and business procedures that follow their
own values above and above the paychecks and benefits. Industries are required to develop work
conditions in order to attract and retain qualified employees.

Rather, any CSR projects or events must remain the vision of being practiced by the workforce.
That could be done through the use of established employee experts. Employees have always
contributed significantly to the performance of all CSR programs. Yes, their ideas, their actions,
their resources and their times are necessary to enforce the CSR activities in the industry.

Relations with the Suppliers-

Great relation with suppliers is not only measured by quantity, but also by relationship quality.
Another important factor which has led to the success of any CSR system is believed to be a
quality partnership between company and suppliers.

Business requires suppliers to take benefits of good image and good credibility in other areas
when implementing the CSR plan and a supplier needs a good partner. A company concerned
with stakeholders', shareholders and society's needs is a good one. Good company generally
associated with good reputation and logo.
 BENEFITS OF CSR

✓ CSR is the best way to connect and engage with the consumers, since you speak about
something good that benefits everyone through CSR campaigns.

✓ The best way to contribute to society and its residents can be by CSR programs. Companies
may contribute to society through local or national charitable donations. Enterprises are able
to participate in and help society to advance by taking social initiatives, such as investment in
education programs for poor and road children and homeless care for homeless or refugees,
on behalf of the company. You can support a local charity by contributing financially to
successful charitable projects. You can provide food to local homeless or orphanages free of
charge if you are a restaurant owner.

✓ CSR is the way to demonstrate your company's human face. Businesses interact with people
so that only through showing empathy can you relate to them through human language. It is
only logical for most companies to get involved, depending on the CSR initiatives for your
product or service, in the advancement of the community.

✓ Businesses should be cautious to recycle products, establish greater product durability and
functionality, and use more renewable energy at lower cost to ensure the cleanest climate and
contribute to the country's ecosystem.

✓ CSR is the practical and intelligent way for society to return. If businesses go extra miles to
do customers well, do economic and social well.

✓ The impact of CSR on business performance is strong and direct as well. According to
studies conducted by CSR RepTrak, businesses are less likely to earn up to 9% of customer
reviews if their understanding of CSR is strengthened.
✓ The first and foremost prerequisite to a good company has been to contribute to a social
interest. Companies have to become socially conscious and good corporate owners to make
their companies more profitable.

STEPS FOR AN EFFECTIVE CSR STRATEGY

1) Picking the right cause-

First, you can't just help one charity and cause. You must instead select and align a program
with your company vision which is suitable for your business.

Seek ways to protect the company from issues that have a logical relation. An
environmental cause focused on pollution control could, for example: be selected by the car
production company, and a pharmaceutical company could help fight disease in third-world
countries.

As the subject of its corporate social responsibility plan, Google chose renewables. On the
other hand, Haagen-Dazs recently commenced to raise awareness of the depletion of the
sweet bee population and to support the research of sweet bees.

2) Try getting everyone involved-

While corporate responsibility generally begins at the head of an organization, management

and management insight require a collective brand effort to implement any CSR. You must
be involved with every part of your company and focus on achieving an end objective.

If everyone in your brand knows what you stand for, you can concentrate on the same tone
in all brand messages and initiatives. It will make consumer experience more reliable and
allow the brand to be genuine too.
3) Use social media to your best advantage-

In reality, the word "social" in the name is right there. CSR is an explicitly social term. In
this respect, it's a smart idea to make sure you make the most of social media as you share
your thoughts with the world on social responsibility.

The social media outlets today have helped brands to enter a greater audience than ever
before. The more social media connects you to your customers via your CSR efforts, the
more you can involve the community.

The trick to social media success is to ensure you don't just "boast" about what you do for
the world. People would like to see your efforts come from a place of genuine interest and
authenticity. You can do significant harm to your image if you appear like you are taking
part in corporate responsibility simply in order to attract more customers.

4) Root CSR into your main brand identity-

As above, if you look and feel authentic, CSR programs work best. What you want is to
say, just because your consumers or shareholders think it is relevant, that you stand for
something. You do need to build a social responsibility plan that represents your brand and
USP identity while you need to be cautious about selecting a cause that your group will get
behind.

Consider it an intrinsic part of your company's job, not simply concerned with corporate
responsibility at the end of your brand letter. If, for example, you are an environmental-
protective technology business, make sure there's a page on your website which explains
exactly what you are doing to protect your Earth. Introduce people on what steps you have
taken on comply with the CSR plan and to achieve outstanding value when launching a new
company.
 Ultimately, when you are creating and developing your brand, the most important thing to
bear in mind is the honesty of yourself. Each point you make and everything you do must
be honest. Don't just tell yourself that you care, show your customers that you are very
committed to your cause.
You will certainly be able to receive the support you need.

CORPORATE SOCIAL RESPONSIBILITY IN INDIA

After a revision to the Company Act of April 2013, India became the world's first country to
make corporate social responsibility mandatory (CSR). Businesses should spend their income as
part of compliance with CSR in fields like education, poverty , gender equality, and hunger.

During the COVID-19 outbreak, the Corporate Affairs Department has notified the corporate
affairs department that pandemic expenditure is being considered valid under CSR. Funding for
the various COVID-19 activities such as health promotion, such as preventive and sanitary care
and disaster management, may be spent.

The amendments notified in the Company Act of 2013 require firms with an annual turnover of
INR 10 bn or higher or a net profit of INR INR 5 bn (US $70 million or higher) or INR 50 bn or
above (USD 699,125) to spend 2 per cent or greater of their average 3-year net profits on CSR.

The CSR provision was historically a voluntary one for businesses, but it was mandatory for
shareholders to report their CSR spending. CSR comprises but is not limited to:

✓ The CSR Committee proposed projects related to operations by the Board of Directors so
that these operations meet the provisions of the Corporate Law.
✓ Projects concerning the activities provided for in the Business Act.

Businesses should note that the CSR expenses are not eligible for a taxable income deduction.
Nevertheless, the Government considers that the regulations and other recently adopted CSR
clauses in the company law (amendment) should be re-evaluated.
 CSR Amendments Under The Companies (Amendment) Act, 2019

To date, if the organization has not been able to invest its CSR funds in one year, the balance
will be transported and expended in the next tax year besides the allocated money for that year.

Under the Act's amendments to the CSR, companies now have to deposit their unspent CSR
funds to a fund provided for pursuant to Annex VII of the Act within the year end. The amount is
to be used within a period of three years of the transfer date, if the funds do not have to be
deposited in any of the funds specified.

A monetary penalty and prison in the event of non-compliance are stipulated in the new law. The
penalty ranges from INR 50,000 (US Dollars 700) to INR 2,5 million (USD 35 000), while the
company's defaulting official can be liable for up to three years' imprisonment or a fine of INR
500 000 (US Dollars 7.034) or both.

However, the government is updating this regulation after the industry has objected to and is still
operationalizing strict provisions, in relation to prison sentences for CSR breaches.

CSR METHODOLOGY

CSR is the method for measuring and assessing the social impact of an entity. This begins with
an assessment of each company's following aspects:

➢ Clients.
➢ Subcontractors.
➢ Community.
➢ environment.
➢ Workers.

While organizations comply with law, their investments also support the growth and
development of marginalised communities and the environment, as well as the most successful
CSR plans. CSR should be sustainable as well — including practices that can be maintained by a
company without compromising its business objectives. CSR initiatives and their alignment with
their business processes have been made very responsive by organizations in India. The project
has progressively become projected in the Indian corporate environment because companies
realize that it is also important to develop responsible and supportive relations with the
community in general, apart from growing their businesses.

Organizations also have many divisions and teams that create and implement policies, plans and
goals for their CSR initiatives.

These programs usually are based on well-defined social convictions or are carefully linked to
the business domain of the companies.

TRENDS OF CSR IN INDIA

CSR expenditure has been significantly increased by India since obligatory CSR provision
became applicable in 2014. The organization contributed $1 billion to CSR programs in 2018, up
from 47 percent in 2014-15, according to an audit.

Companies in India have spent INR 100 billion ($1.4 billion) on a variety of programs including
educational, skill-building, social welfare, health and environmental conservation programmes,
while the CSR contribution of the Prime Minister's Relief Fund has increased by around 139%
over the last year.

The education sector has provided the highest level of support (38%) followed by hunger,
environmental protection (12%), rural development (11%), deprivation and healthcare (25%),
The reduction in inequality saw small spending on services like incubators, education, the armed
forces.

Based on recent amendments to CSR rules, CSR enforcement by industry research is expected to
increase from 97 to 98 percent by 2019-20.
 CSR OF SOME POPULAR INDIAN MNCs

Wipro

Wipro, Karnataka is an Indian, with head offices in Bangalore Business known for its IT
advisory services and system integration services. The business hires 158,000 employees
representing 900 Fortune 1000 firms in 67 countries. Wipro is the world's seventh largest
information technology firm.

It is one of the largest publicly traded companies in India with US$ 35 billion in market
capitalization (as of March 2015). It has split its non-IT businesses, called Wipro Enterprises
Limited, into a separate entity from March 2013.

TCS

Tata Consulting Services Limited (TCS), headquartered in Mumbai, Maharashtra is an Indian

multinational firm renowned for IT, consulting, and business solutions services. TCS operates in
46 Member States. It is a Tata Group affiliate and one of India's largest market capitalization
firms ($80 billion) and is India's biggest IT services firm by revenue for 2013. TCS now ranks
among the world's most valuable 'Big 4' IT services brands.

In 2013, TCS was ranked 57th overall in the ranking of Forbes World's Most Innovative
Companies, making it both the top-ranked IT services company and the first Indian firm.

Infosys

The Indian multinational corporation renowned for software engineering and information
technology Infosys Limited is headquartered in Bangalore, Karnataka. It also offers outsourcing
and consultancy services. During globalization in 2013, Infosys ranked in the United States as
the fifth largest employer of H-1B visa professionals. In view of FY 2014 's revenues, Infosys is
the second largest IT services firm based in India. Infosys is India 's sixth largest publicly traded
enterprise in 2015.
Ultratech Cement

In the country's 407 villages to build sustainability and self-confidence, Ultratech Cement is
India's largest cement firm. The CSR's work focuses on family care and health programs,
education, infrastructure, the environment, social welfare, and sustainable living.

The organization has managed medical schools, vaccination services, hygiene, school
registration, planting, protection of soil, agricultural training, and organic farms.

ITC Group

The ITC group focuses on the development of sustainable livelihood and environmental
initiatives, with the business interests of hotels, FMCG, agriculture, IT, and packaging sectors.
Through its CSR operations, the organization has been able to provide 6 million people with
sustainable livelihood opportunities.

Your e-Choupal program, intended to enable rural farmers to access agricultural products over
the internet, covers 40,000 villages and over 4 million farmers. This helps farmers to transform
farmland to pulpwood plantations through a social and farm forestry programme.

Sustainable living standards for over 40,000 rural women were generated by social
empowerment programs through micro-enterprises and loans.

Mahindra & Mahindra

Mahindra & Mahindra (M&M) Indian Automotive manufacturer set up the K. C. Mahindra Trust
for Education in 1954 and the Foundation Mahindra in 1969 for the promotion of education. In
the following: The company concentrates primarily on education to help disadvantaged
communities in economic and social terms.
The CSR programs invest in academic and granting programs, livelihood education, remote
healthcare, water conservation, and disaster relief. M&M runs programs like Nanhi Kali on girl
education, Mahindra Pride Industrial Training Schools and Lifeline Express in remote areas.

LITERATURE REVIEW

The study of 20 businesses in UK was conducted by Samuel Odowu and Papasoplomou Loanna
(2007) In the light of the public benefits, the government requested and the stakeholders received
information from U.K. companies that are now ethical in the content of social responsibility,
because they think stakeholders in the twenty first century have a better understanding of this
they promulgated.

Vasanhi Srinivasan (2010) aims to draw from the current knowledge gathered in both academic
and populist India to identify the practice of CSR and the research program for responsible
business practices in small and medium enterprises in India through his study on Medium, Small
and Micro Enterprise SR and Ethics. The findings showed that many studies carried out in the
Indian context were mainly qualitative and exploratory. As SMBs are significantly contributing
to the economy and geographically spread across a country like India, it was also revealed in the
study that adoption of CSR and ethical standards was essential to balanced developments. There
is a scarcity of academic work within this field and hence the researcher suggests it could be a
beneficial exercise for decision makers to study the intra-country similarities and disparities in
CSR activities in small and medium-sized companies.

In his 2012 study article "CSR Revisioned," Harish Kumar shed light on four companies'
approaches to CSR: Good Governance, CSR Ruinous, CSR discretionary, and CSR illusion, as
well as the CSR driver argument. The investigator also identified eight factors driving the CSR
initiatives. They include a philanthropic attitude, government actions, environmental concerns,
ethical consumption, crises and crises, globalisation, market strength and education , social
awareness and expectation.

Thirty companies from 11 sectors listed in the Bombai Börse analyzed Harbajan Bansal, Vinu
Parida, and Pankaj Kumar (2012) through their annual reports in their paper entitled "Emerging
CSR trends in India." The transport sector, financing and metal mining, IT & Power, capital
products, telecommunications, housing, FMCG, oil & gas, etc. Some of these industries. The
study concluded that companies today do not only make money but also understand the value of
social friendliness. Social responsibility has today begun to take a new turn.

In his article on "Four new trends in corporate accountability," Mallen Baker (2012) tried to
elucidate three key elements concerning CSR trends which have changed over so many years.
Firstly, business-society ties have improved. The social and environmental problems around the
world have brought them closer. Second, the businessman's plan to create a corporation always
had a lot to do with society. Your innovative ideas, innovations and inventions were also
expressed in the CSR management of their programs and goods.

Dr. M. Ramana Kumar (2013) in his study on CSR (Analysis of select Indian Private and Public
sector companies) tried to analyse the CSR activities carried out by Indian Private (Reliance
Industries Ltd.) and public sector companies (ONGC) and also study the Indian government
policies and programmes of CSR. The study revealed that though the Indian public and private
firms are making efforts in the CSR areas, still there is a requirement of more emphasis on CSR.
The study found that there is a significant difference in the CSR practices of RIL and ONGC as
the CSR budget of ONGC is more than RIL during the year 2009-10, 2010-11, and 2011-12 and
average CSR score of ONGC is more than that of RIL during 2009 to 2013.

The CSR (Analyses of Indian Selected Private and Public Sector Companies) research was
performed with Dr. M. Ramana Kumar (2013) and the Indian Government policies and
initiatives of the CSR, to evaluate Indian Private and Public Industries (ONGC) CSR activities.
The study showed that while efforts are being made in the field of CSR by the Indian public and
private companies, more emphasis remains needed on CSR. The research found that RIL and
ONGC's CSR practices have significantly changed, as the ONGC 's CSR budget is higher than
the RIL budget in 2009-10, 2010-11.
 CHAPTER-3
RESEARCH AND METHODOLOGY
OBJECTIVE OF THE PROJECT

➢ To identify how corporates are bringing innovative ideas and merging brand with it
➢ To identify the reasons behind the success of Multinational Brands in
India.
➢ To study the changes that Different multinational brands are using CSR to fight
➢ To identify the consumers expectation from Indian Brands

SCOPE

✓ This study is restricted to only some corporate companies

✓ Research is conducted through an online survey.

STATEMENT

This research aims at studying the impact of innovation brand through Corporate social
responsibility (CSR) and how does it go Hand in Hand

RESEARCH METHODOLOGY

Research type-

This research is based on survey method, as the questionnaire will be distributed to gather data
from the public. This research is also based on the theme of Exploratory Research. Interpretation
of various marketing ideas will only be done through extensive exploratory research. The data
used will both be Primary and Secondary data. The sampling technique used in this research is
Judgment Sampling as it more suitable in earlier stages of the research. The sample size of this
research is restricted to 150 people.
Sources of data acquired-
The Data came from multiple sources; both of which are combined Primary and
secondary data used in this study.

Primary Data

Primary data has been collected through giving out questionnaires. The data collected through
this method was sufficient to make projections in the study.

Secondary Data

Internet & Articles Online related to toothpaste industry & Research Methodology have
been a major secondary source for the extraction of the expert’s opinion.

Sampling Technique
Since this project addresses the consumers in brand or CSR related segment, the judgment
sampling is considered adequate to generate estimates for this report. Sampling is achieved when
an investigator chooses a criterion by choosing samples. When used at the early stage of the
exploratory analysis, a judgment sample is sufficient. This method of sampling is also a good
way to select a group with a bias for your screening purposes. Therefore, I chose this sampling
process.

Sample Description
The sample under this study is two hundred common people.

Sample Size
This research is limited to a sample size of 150

Research Instrument
Questionnaire:

The primary data has also been collected through questionnaires.

 Analysis plan

All collected data have been prudently classified and tabled based on which tables, charts and
graphs have been drawn up. Tabled frequencies have drawn percentages and accurate analysis of
results. The study allowed inferences and diagrams to be fully understood.

LIMITATIONS OF STUDY

1. Research investigation is restricted to only some corporate industries and brand

related activities.
2. Many respondents responded negatively, which could influence the study, to
conclude the interview rapidly.
3. Since the respondents' awareness rates were not checked, it is presumed that all
respondents interpreted these issues in the same way.
4. Total sample size is 150.
 CHAPTER-4
RESPONSES AND INTERPRETATIONS

1) Age
o 18 or below
o 19-22
o 23-30
o 30-50
o 51and above

Graphical representation –

60

50

40

30

20

10

0
o 18 or below o 19-22 o 23-30 o 30-50 o 51and above

Findings- As we find out most of the responses, we received were of the age group between 30-50
which consists of experienced professionals. While the least received response was from a age group of
above 51 years.
 2) Gender.
o Male
o Female
o other

Graphical representation-

o Male o Female o other

Findings- The most responses received was from the male constituting
around 60 percent of the responses while female around 40 Percent
 3) Occupation
o Business
o Student
o Public Sector
o Private Sector
o Other

Graphical representation-

80

70

60

50

40

30

20

10

0
o Business o Student o Public o Ptivate o Other
Sector Sector

Findings- The response majorly constituted of business background while

the least responses from Students
4) Monthly Income
o < 10,000
o 10,000-40,000
o 40,000-80,000
o 80,000-1,00,000
o 1,00,000 and above

Graphical representation-

Chart Title
60

50

40

30

20

10

0
o < 10,000 o 10,000-40,000 o 40,000-80,000 o 80,000- o 1,00,000 and
1,00,000 above

Findings- The Maximum no of respondents were having an average salary

between 40k-80k while the least respondents having salary of around 1lakhs
 5) How much information or Knowledge do you have about CSR (Corporate Social Responsibility)?
o Pretty Good
o Good
o Average
o Less
o Very Less
o No Knowledge at all

Graphical representation-

80
70
60
50
40
30
20
10
0
o Pretty o Good o Average o Less o Very Less o No
Good Knowledge
at all

Findings- Most responses we received were having information about CSR

but there is a requirement to increase the information about it rather than
in the organizations
 6) If you have information about CSR do you think it helps in maintaining Social Harmony?
o Very Likely
o Likely
o Normally
o Not much
o No clue about it.

Graphical representation-

60

50

40

30

20

10

0
o Very Likely o Likely o Normally o Not much o No clue
about it.

Findings- While most of the respondents agree that CSR helps in creating a
sense of social harmony in the society which is a large part to gather for the
industries
 7) From where you got information about CSR?
o Word of mouth (Friends, Relatives)
o Internet
o Your Organization
o Books

Graphical representation-

60

50

40

30

20

10

0
o Word of mouth o Internet o Your Organization o Books
(Friends, Relatives)

Findings- Most of the respondents got to know about CSR either through
the word of mouth or Else from the internet so there is a requirement to
make sure this information reaches a more number of people and a better
way has to be sensed for it
8) Is Brand Building Pretty necessary for any organization?
o Largely Important
o Important
o Normally
o Not Very
o Not at all

Graphical representation-

100
90
80
70
60
50
40
30
20
10
0
o Largely o Important o Normally o Not Very o Not at all
Important

Findings- The survey concludes that most of the respondents knew the
Brand building is necessary for any organization
 9) Do CSR and Brand Building go hand in hand?
o Pretty Much
o Likely
o Normally
o Not likely
o No, I do not think so

Graphical representation-

90
80
70
60
50
40
30
20
10
0
o Pretty Much o Likely o Normally o Not likely o No, I don’t
think so

Findings- Most of the responses states that they are aware of the fact that
brand building and CSR have a large impact on one another
 10) Are you satisfied with the level of work of industries towards increasing CSR?
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

Graphical representation-

100
90
80
70
60
50
40
30
20
10
0
o Strongly o Agree o Neutral o Disagree o Strongly
Agree Disagree

Findings- Most of the respondents think that the industries are trying to build
a better environment using CSR.
11) What type of Industries should focus on Brand Building using CSR?
o Small Scale Industries
o Medium Scale Industries
o Large Scale Industries
o Multinational Corporations

Graphical representation-

90
80
70
60
50
40
30
20
10
0
o Small Scale o Medium Scale o Large Scale o Multinational
Industries Industries Industries Corporations

Findings- As the responses are received most of them think that the Brand
building should be rigorously followed by the small-scale industries and
help them to grow
12) Do you really think CSR helps in creating trust within its Employees and Customers?
o Yes
O Maybe
o No, I do not think so

Graphical representation-

o Yes o Maybe o No, I don’t think so

Findings- As we walk through the fact that CSR is important for building the
trust around employees and customers for the organization.
13) Does CSR in anyway help organizations to become better corporate citizens?
o Yes Largely
o Maybe
o I do not have a clue

Graphical representation-

o Yes Largely o Maybe o I do not have a clue

Findings- They largely agree on the fact that the organization establishes
itself as a better corporate citizen just by following CSR.
14)If the companies have a negative trend in their CSR does it decrease their brand value?
o Most likely it does
o Not much
o Average

Graphical representation-

o Most likely it does o Not much o Average

Findings- The respondents largely agree to the fact that if CSR is not followed
it might lead to decrease in brand value of an organization
15)The Potential Benefits of CSR can be
o Better Brand recognition
o Positive business Reputation
o Increased Sales
o All the above

Graphical representation-

o Better Brand recognition o Positive business Reputation

o Increased Sales o All the above

Findings- All the factors such as better brand recognition and increase sales
are largely influenced by CSR.
 16) CSR followed by any organization make it accountable for
o Customer
o Employees
o Peers
o Community
o All of these I guess

Graphical representation-

o Customer o Employees o Peers o Community o All of these I guess

Findings- The respondents also agree that CSR helps in creating a sense of
accountability for the employee’s customers its peers and all
 CHAPTER-5
SUGGESTIONS AND CONCLUSIONS

SUGGESTIONS
• The suggestions I draw from this survey is CSR is a large influence on Brand building

• To increase sales and brand recognition of any organization or company

• The information about CSR should be more accessible by the youth not only of the
organization people but for all

• All through this we can also the CSR can be used to create a sense of social harmony
among the society which is especially useful as contained by any industry.

• But if there is any lack in the CSR which could lead to decreasing of brand value.

CONCLUSION
As we have got the views from the respondents that CSR is very beneficial aspect and
requirement of an organization to do well in aspect of social harmony to the society and there are
different fields in which CSR can be performed which not only increase the Brand value but the
sales as well and it also acts as to make sure that the harmony is maintained in between within
customers, employees ,piers and there is a requirement to make sure that information about CSR
spends all around to youth as well so that they understand the importance of it and can be further
uplifted in the upcoming future years.

In conclusion, we can deduce the corporate social duty standard is presently immovably
established on the comprehensive business plan. Straightforwardness and exchange can help
make a business look increasingly reliable, while simultaneously pushing up the measures of
different associations. Chosen PSUs generally follow excellent administration of their CSR
department. As examined above, PSUs expect a high standard of government backing to
actualize CSR strategies. Consequently, the government is likewise endeavoring to encourage
them by propelling different rules, guidelines, and systems. The legislature made courses of
action for 0.5 per cent to 2 per cent net benefits to be dispersed to social, natural, and financial
segments while detailing its rules. Various positives have been seen in different parts referenced
above, for example,
A few favorable circumstances in the ecological field, for example, expanded material
recyclability; improved item strength and usefulness; grew utilization of inexhaustible assets; a
combination of natural administration devices into marketable strategies, including life-cycle
evaluation and costing, ecological administration principles and eco-naming.

A few advantages to society and the overall population are altruistic commitments at network
leaves; worker volunteer projects; corporate association in network training, business and
vagrancy programs; security and nature of items. Upgraded money related execution; lower
working costs; improved brand mindfulness and notoriety; improved income and client
unwaveringness; expanded productivity and quality; expanded capacity to enlist and hold
representatives; diminished administrative oversight; access to capital; a decent variety of the
workforce; item security and decreased risk.

The government assumes a significant job in advancing the turn of events and execution of CSR
approaches and practices. Yet, the organizations are against it with regards to controlling the
CSR exercises by the government. They figure the administration's situation in controlling its
CSR exercises ought to be restricted. Legitimate evaluation and survey of these exercises will
create better results, as it will assist with finding the escape clauses where the organizations are
insufficient. CSR assumes a significant job in the present worldwide advancement situation and
can be a new asset for the practical turn of events.

With the developing and boundless devotion of corporate assets to CSR, the center is currently
going to key detailing, usage, and market returns figuring for CSR activities. However,
organizations, despite everything wonder if their emphasis on "doing great" would deliver
significantly comes back to their CSR conduct. This underscores the requirement for better CSR
estimation models that catch and gauge the impacts of CSR activities of an organization on its
partners just as the countries in which they work.
 CHAPTER-6

REFERENCES

https://www.india-briefing.com/news/corporate-social-responsibility-india-5511.html/

https://shodhganga.inflibnet.ac.in/bitstream/10603/121748/10/11.chapter%204.pdf

https://www.ukessays.com/essays/management/corporate-social-responsibility-of-multinational-
companies-management-
essay.php#:~:text=Corporate%20responsibility%20describes%20positive%20ways,society%20in
%20which%20they%20operate.&text=A%20major%20problem%20is%20that,developing%20c
ountries%20and%20emerging%20markets.

https://www.amba.agency/blog/branding-with-a-heart-csr-branding-and-your-
company/#:~:text=CSR%20helps%20humanise%20your%20brand,environmental%20awareness
%20to%20mental%20health.&text=Awareness%20lifts%2C%20actions%20occur%20that,and%
20problems%20may%20be%20solved.

https://www.transparenthands.org/what-are-benefits-of-corporate-social-responsibility-csr-
towards-society/

http://www.sosyalarastirmalar.com/cilt2/sayi9pdf/ismail_maimunah.pdf

https://www.mdos.si/wp-content/uploads/2018/04/defining-corporate-social-responsibility.pdf
 CHAPTER-7
SURVEY QUESTIONNAIRE

Impact of CSR in Brand Building

This survey is conducted to know the impact of CSR on Brand Building

1) Age
o 18 or below
o 19-22
o 23-30
o 30-50
o 51and above

2 ) Gender.
o Male
o Female
o other

3) Occupation
o Business
o Student
o Public Sector
o Private Sector
o Other

4) Monthly Income
o < 10,000
o 10,000-40,000
o 40,000-80,000
o 80,000-1,00,000
o 1,00,000 and above
5) How much information or Knowledge do you have about CSR(Corporate Social
Responsibility)?
o Pretty Good
o Good
o Average
o Less
o Very Less
o No Knowledge at all

6) If you have information about CSR do you think it helps in maintaining Social
Harmony?
o Very Likely
o Likely
o Normally
o Not much
o No clue about it.

7) From where did you get information about CSR?

o Word of mouth (Friends, Relatives)
o Internet
o Your Organization
o Books

8) Is Brand Building Pretty necessary for any organization?

o Largely Important
o Important
o Normally
o Not Very
o Not at all
9) Do CSR and Brand Building go hand in hand?
o Pretty Much
o Likely
o Normally
o Not likely
o No, I don’t think so

10) Are you satisfied with the level of work of industries towards increasing CSR?
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree

11) What type of Industries should focus on Brand Building using CSR?
o Small Scale Industries
o Medium Scale Industries
o Large Scale Industries
o Multinational Corporations

12) Do you really think CSR helps in creating trust within its Employees and
Customers?
o Yes
o Maybe
o No, I do not think so

13) Does CSR in anyway help organizations to become better corporate citizens?
o Yes Largely
o Maybe
o I do not have a clue
14)If the companies have a negative trend in their CSR does it decrease their brand value?
o Most likely it does
o Not much
o Average

15)The Potential Benefits of CSR can be

o Better Brand recognition
o Positive business Reputation
o Increased Sales
o All the above

16) CSR followed by any organization make it accountable for

o Customer
o Employees
o Peers
o Community
o All of these I guess