Can Brand Association And Cause-Related Marketing Be Used To Build Positive Consumer Perception? A Quantitative Study amongst European Consumers of Green Products (2017)

This dissertation explores the impact of brand association and cause related marketing activities on creation of positive perception in the mind of consumers. The researcher conducted secondary and primary research to get insights on this topic. Two different types of questionnaires are prepared in order to collect data from managers of FMCG industries and from consumers in European countries.

The statistical results of hypothesis testing indicate strong and significant association of positive consumer perception in the mind of consumers with brand association and cause related marketing activities. Many modern day FMCG industries are using brand association and cause related marketing strategies in order to create positive perception in the mind of consumers. Research findings show that brand association is significant in creating positive perception in the mind of consumers. The main factors that influence the creation of positive perception in the mind of consumers are brand association and cause related marketing activities.

This research study helps in identifying future implications within the cause related marketing and brand association factors that relate to the consumer perceived values. Moreover, at the current stage, these activities have been identified as highly beneficial for the sake of organizational survival in terms of involving activities with the society. Reason is that within the society, people are found to be influenced with such activities conducted by the companies and they wish to engage within those activities in their surrounding in order to work for the wellbeing of society.

In addition, it has been recognized as a good practice among the business market to aware people about the company and its brand, which relates to the wellbeing of society and the culture practiced within the society. This study is likely to benefits the entrepreneurs in the future to conduct their business in a more effective way. Brand affiliation as previously recognized to have a large impact over the consumer perception followed by the techniques of advertisement, packaging, consumer feedback, campaign to grab consumer’s attention moreover involving the consumer within the activity that create the sense of affiliation among the consumer.

This study will further benefit in identifying what further implications can be carried in order to benefit both, the business market and the consumer market. Businesses would get more knowledge about consumer preference and they would had more value to their product or services in order to gain market share and attain consumer loyalty in order to justify their stance and earn revenues by fair means.

Dissertation objectives

• To understand the aspects of brand association and cause-related marketing within the FMCG industry
• To evaluate the ways through which cause-related marketing activities within the FMCG industry can create positive perception in the mind of consumers
• To determine the extent to which brand association and cause-related marketing is helpful in creating positive perception about FMCG green products
• To identify the factors that creates perception of consumers regarding green products within the FMCG industry
• To analyse each factor that impact consumer perceptions relating to FMCG green products

• 14,000 words – 54 pages in length
• Excellent use of literature
• Excellent analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1: Introduction
Background of Study
Motivation of the Study
Problem Statement
Research Objectives
Research Questions
Benefits of the Study
Scope of the Study
Chapter Outline
Summary of the Chapter

2: Literature Review
Brand Association
Cause Related Marketing
Creating Value through Cause relating Marketing
Successful Cause- Related Marketing Strategies
Impact of customer’s perception
Role of brand association and cause-related marketing in building positive consumer perception
Factors that influence consumer behaviour regarding green products
Environmental concerns
Personal Hygiene factors
Benefits by use of green product
Level of information about green products
Social influence
Effect of green marketing on consumer response
Green Marketing and Consumer Purchase decision
Higher income levels
Value for money
Natural ingredients
Responses of different age groups
Packaging
Conceptual Framework

3: Research Methodology
Research Framework
Cause related marketing
Brand Association
Hypothesis
Pilot testing
Sampling and Data
Sample Size
Sampling Technique
Sample Description
Description of Data
Data source and Collections
The Variables and Measurement
Analysis of data
Ethical Considerations and issues
Research Limitations

4: Data Analysis
Overview of Data
Demographic Analysis
Analysis of Managers
Analysis of Consumers
Data Analysis
Factors contributing to brand association and cause related marketing activities
Significance of Brand association and cause related marketing activities
Impact of Brand association and cause related marketing activities on positive consumer perception regarding FMCG industries
Hypothesis Testing
Hypothesis Assessment
Discussion
Analysis of Objectives

5: Conclusions and Recommendations
Research Findings
Recommendation for FMCG industries
Recommendations for future studies
Research limitations

References

Appendix
Questionnaire