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Corporate ethical behaviour and the current social issues are widely publicised and researched as a result of growing consumer interest. This topic can be reviewed from two perspectives in relation to the current market trends, corporate practice regarding the current ethical trends, and consumer behaviour regarding ethical corporate practice. The aim of this research is to explore the area of ethical marketing from a corporate strategic viewpoint, and consider the impact of ethical marketing on consumer purchase decisions.  From this aim two main objectives have been proposed;
  1. To find out to what extent companies can use ethical marketing as a tool to gain competitive advantage and profit maximise, and
  2. To find out what consumers perceptions are in-relation to ethical initiatives employed by companies.

  • 11,000 words – 70 pages in length
  • Excellent use of literature
  • Good in depth analysis
  • Expertly written throughout
  • Ideal for business management students

1: Introduction
Aims and Objectives

2: Literature Review

It’s in the Definition
Stakeholder Theory
Corporate Social Responsibility
Cause–Related Marketing
Conclusion and Chapter Summary

3:  Methodology
Research Philosophy
Research Objectives
Secondary Data
Primary Research
Method of Data Collection
Focus Groups
Advantages and Limitations
Method of Data Analysis
Ethical Issues
Chapter Summary

4: Findings and Analysis
Extent of Consumer Scepticism
Strategic Viewpoint
Belief in Charities and Companies with Core Ethical Claims
Reasoning and Purchase Factors
Knowledge and Awareness
Purchase Decision Factors
Chapter Summary

5: Conclusions
Limitations of Study
Possible Areas for Future Research




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