This critical review is about the research of consumer perception of cause related products.

A
variety of research efforts examining consumer response to cause related marketing have
succeeded in describing overall consumer’s attitude towards cause related marketing and
purchase intention. Definition of CRM includes:” the general alliance between businesses and
non-profit causes that provide resources and funding to address social issues and business
marketing objectives” (Cui et al, 2003 , p.310).

Few years ago, the social activities of the business may not necessarily the only factor affecting
consumers for they choose to buy the product. Lately year, the price correlation than- perceived
of consumer has to change: in 1995, 8/10 customers who referred buy a cheap product, however,
nowadays, according to a survey by BITC, 8/10 persons have priority to product quality. This
means that the quality of the goods is equivalent from manufacturers, consumers will focus
attention and compare the different points of each company and the products of that company
(BITC, 2013). In such conditions, it is likely the main social values "on the sidelines" of the new
items is detailed decision. In other words, today's customers are not only ready to support
mentally, with those programs have social programs, they responded enthusiastically with all
their heart and budget as well. One of the most common forms in order to attract consumers into
the social activity that is CRM- "Cause related marketing" Besides, the charity for social welfare
is the best expression of the sense of corporate citizenship, is a good opportunity to advertise
through the social media.

This term has yet to be translated correctly and the majority of experts still call it by somewhat
lengthy phrases as "marketing social significance." The nature of this marketing method as
follows: in a certain time period, the company claims will deduct part of the revenue from sales
(this figure varies between 1- 5%) to do social work (Good Cause). Normally, this contribution is
not included in the value of products. Consumers will express sympathy with the subject of
company actively raised by the proposed purchase of the item. Part rate is due to increase of
sales volume, although the sale is not the goal of the programs of this type: more importantly,
promote the prestige and reputation of the company. The successful of the double profit is the
reason of increasingly dominant in comparison with traditional marketing styles in the level of
capital investment and effort.
The greatest example is KFC, which concentrates on cause marketing campaigns and creates
special offers for customers who give a portion of their purchase to charity. On the other hand, it
should be mentioned that more businesses, such as Starbucks, Burger King, McDonald's, and
others, are focusing on cause-related marketing.

Another example: today, in Vietnam, the company Dutch Lady milk combined with Red Scarf
which newspaper for children is conducting the program "Firefly Lights" with the purpose is
helping the poor students with difficult circumstances. In 3 years, the company has allocated a
portion of sales donated to thousands of scholarships to poor students of high academic
achievement and encourage them to try to get ahead in school and in life wave. This program has
received the support of the majority of consumers in VietNam and also the Vietnamese in the
around the world. The author finds that a firm with commercial interests is likely to result in
negative consumer perceptions with respect to CRM. This is seen with a high price situation.

Interestingly, with a lower price, consumer perception is not opportunistic with respect to the
commercial entity, but it is equally altruistic as that of social entrepreneurs. The aim of the study
is to understand how consumer perceive altruistic and opportunistic motives with reference to
CRM campaigns directed by commercial and social entrepreneurs.

The author comes to a unique finding that commercial entrepreneurs supporting and pursuing
charitable causes and CRM are not wasting their efforts, but are removing the negative effects of
price in terms of consumer perception. Further, the author finds that price is generally positively
associated with opportunistic perceptions of consumers and not necessarily negative with respect
to altruistic perceptions. This finding leads the author to believe that opportunism and altruism
may be constructs that are on different levels. However, according to Suh (2016), altruism and
opportunism may be linked together. Suh (2016) takes in consideration the level of trust that a
firm may achieve.

Nguyen (2015) considers the influence of price either moderating or mediating opportunistic and
altruistic consumer perceptions but does explore deeper into the influences of building consumer
trust. According to Liberali, Urban and Hauser (2013), competitive information will eventually
increase brand trust and brand sales, implying that consumer trust and opportunism are two
associated constructs. Nguyen (2015) does not address consumer trust as influencing consumer
opportunistic and altruistic perceptions. Furthermore, while Nguyen acknowledges that the study
may lack external validity and that certain factors exert influence on consumer perceptions, there
is a stronger focus on demographic factors such as age, gender, along with an emphasis on the
role of cultural factors as influencing consumer perception. There is, however, no mention of
consumer trust as a factor that can be either a moderating or mediating factor in consumer
perceptions. The study did achieve its objectives with respect to the proposed hypotheses,
however, the apparent gaps are significant enough to pursue to establish a level of validity for
this study. The author focuses on the price considerations influencing consumer perceptions,
however, consumer trust, along with certain other predisposing factors have not been considered
in this study. In conclusion, the study has the obvious merit of making significant contributions
towards the effects of price manipulation on consumer perception, but more research needs to be
conducted to determine the influence of other factors that can mediate or moderate consumer
altruistic and opportunistic perceptions.

According to the findings of this study, it can be concluded that CRM is an important marketing
tool utilised by corporations in partnership with charities and non-profit organisations for mutual
gain. Corporations utilise CRM to gain a competitive advantage over their competitors ultimately
aspiring to portraying a brand that is socially responsible. CRM is a powerful marketing tool
because it has the ability to change consumer perceptions on brands. Consumers are more likely
to have a favourable perception of a brand that is supporting a worthy cause that will benefit
society. However consumers perceptions differ between gender and demographics.