NAME: KALAIVANI

REG NUMBER: 20BBA0133

SUBJECT: CONSUMER BEHAVIOUR

DIGITAL ASSIGNMENT: 5

CODE: BMT2007

SLOT: E1
CORPORATE SOCIAL RESPONSIBILITY AS A FACTOR INFLUENCING
CONSUMER BEHAVIOUR:

Consumers are influenced by CSR primarily through a collection of criteria like as perceived
value, trust, and dedication, which leads to increased satisfaction and loyalty. CSR adds value to
the consumer since it considers their demands as well as the requirements of other stakeholders.
As a result, businesses must pay attention to their customers' wants and be prepared to modify
their brands to meet these ever-changing demands. They must retain contact with customers and
build long-term connections using well-known relational marketing' approaches, in which
businesses modify their interactions with customers and their immediate surroundings. This
relational approach views interchange as a continuous process in time, allowing for better
benefits such as increased flexibility and ability to respond to change, a shorter order–delivery
cycle, larger revenues, improved service, cost reductions, and quality improvements, to name a
few. Descriptive statistics and regression are employed to investigate the potential association.
The findings reveal that consumers' purchase intent, expected loyalty, and trust in socially
responsible businesses all have a favourable impact on their actual purchasing behaviour.
Furthermore, Indian consumers' desired allegiance to a socially responsible company has a
significant impact on their actual purchasing behaviour. Given that CSR pays off in the form of
higher consumer reaction, an obvious managerial application of the research suggests that CSR
should be incorporated into consumers' marketing mix to attract new customers.

Customer satisfaction and repurchase of a company's goods are heavily influenced by the
creation of value for the customer. Aside from contentment, it fosters customer loyalty to a
certain brand and product. "A deeply held commitment to re-buy or re-patronize a preferred
product/service consistently in the future, thereby causing repetitive same-brand or
same-brand-set purchasing, despite situational influences and marketing efforts having the
potential to cause switching behaviour," according to the American Marketing Association.
Customer loyalty is one of the most significant variables in a company's long-term survival and
success. According to studies, responsible businesses have higher levels of consumer loyalty and
satisfaction. has discovered that CSR has a favourable impact on customer desired loyalty since
it assists customers in evaluating the product's qualities. worked on the model to see how CSR
affects customer loyalty. According to the CSR has a beneficial impact on consumer loyalty
since it creates a positive impression of the company and allows consumers to link themselves
with it. Customers are delighted when they buy products from a socially responsible company,
which encourages them to stay loyal. In India, CSR research have focused less on the
relationship between consumer intended loyalty and actual purchasing behaviour.
REFERENCES:

https://journals.sagepub.com/doi/full/10.1177/0972622520931700

https://www.tandfonline.com/doi/full/10.1080/1331677X.2018.1547202