Wpływ zmiennych demograficznych na udział konsumentów w kampaniach marketingu społecznie zaangażowanego

• Autorzy: Grzegorz Zasuwa

Warianty tytułu

The Impact of Demographic Variables on the Participation of Consumers in Cause-Related Marketing Campaigns

• Języki publikacji: PL

Abstrakty

Współczesne przedsiębiorstwa coraz częściej podejmują kampanie marketingowe, które nawiązują do idei społecznej odpowiedzialności. Jednymi z popularniejszych przedsięwzięć w tym zakresie są programy marketingu społecznie zaangażowanego (Cause-Related Marketing - CRM). W wymienionych programach sprzedaż powiązana jest z udzielaniem przez przedsiębiorstwa wsparcia na szczytne cele. (fragment tekstu)

EN

This article presents research results concerning the correlation between the variables of age, education, sex and the material situation of consumers and the decisions they make when buying products marketed within the framework of cause-related marketing. The data have been collected with the use of a questionnaire posted to a random group of respondents. Data analysis is based on the technique of logistic regression. It has revealed that from among all the demographic variables, it is only age that significantly influenced the probability of the subjects' participation in cause-related marketing campaigns. (original abstract)

Słowa kluczowe

PL

Marketing społecznie zaangażowany; Marketing konsumencki

EN

Cause Related Marketing (CRM); Consumer Marketing

• Czasopismo: Roczniki Ekonomii i Zarządzania / Towarzystwo Naukowe Katolickiego Uniwersytetu Lubelskiego Jana Pawła II
• Rocznik: 2013
• Tom: 5
• Strony: 159--170

Twórcy

autor

Grzegorz Zasuwa

• Katolicki Uniwersytet Lubelski Jana Pawła II w Lublinie

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