Driving Factors of Cause marketing
Abstract
The intention of this paper is to be acquaint with idea of cause marketing and to know its various driving factors. Existing articles with cause –related marketing keyword published in various journals were considered. Exploratory as well as descriptive study is in used .Consumers having deep concern for the society tend to fulfill their charitable desires in their individual way. They purchase products which are supporting a particular social cause. Profit making companies connect their product with a specific cause. Profit oriented companies get in to an alliance with Non -profit making organizations to provide monetary support. Non- profit making organizations work day and night for social cause to make the society better to live in. For this profit making organizations contributes a pre-decided portion of every purchase made by its socially mindful consumers during a particular period to the non-profit organizations. This alliance benefits all - the Company, the Customer and the Cause. This Paper directs researchers further to investigate company -cause fit and skepticism as drivers of cause-connected marketing.