Cause-related marketing and consumer behaviour in the greater eThekweni area

Cause-related marketing (CRM) is a marketing strategy in which a companyʹs name, brand or service is partnered with a cause or a charity. This type of link has become increasingly popular throughout the world, presenting economic and social opportunities for businesses. Various research studies in such first world countries as the United States and the United Kingdom reveal that a large proportion of consumers are responsive to CRM. One of the objectives of this study was to establish whether selected socio-demographic factors affect the evaluation of a CRM offer in the eThekweni region of South Africa. It is anticipated that, its findings will be of assistance to marketers enabling them to make a more accurate identification as to the responsiveness of various groups to a CRM strategy. A quantitative study was conducted in shopping malls, using a structured questionnaire administered via interviews. Results established that there is a relationship between socio-demographic characteristics and the evaluation of a CRM offer.