Effectiveness of cause-related marketing strategies within the fast-moving customer goods (FMCG) industry in South Africa
Date
2022
Authors
Moeti, Louwella
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Witwatersrand, Johannesburg
Abstract
It has become incumbent upon businesses to make a difference in society and their communities. To fill this requirement, many businesses associate themselves with a cause that makes a difference in society, resulting in cause-related marketing (CRM). This study sought to investigate the effectiveness of CRM strategies within the South African fast-moving consumer goods (FMCG) sector. More specifically, the study sought to examine the attributes that lead to the successful implementation of CRM in the South African FMCG sector, to determine the factors which lead to favourable responses towards CRM in the South African FMCG sector and to develop a framework for successful implementation of CRM in the South African FMCG sector. The research was conducted through a quantitative approach, where data collection was done through a web-based survey. The target sample size was 300 consumers aged 21 to 45, after which 150 responses were deemed useful. The sampling method adopted by the study were the convenience and snowballing sampling where every available subject was asked to complete the survey. The study established a strong and definite correlation between the type of product and customer support, duration of a partnership and customer support, donation amount and customer support, and the product's price and customer support. The study's findings offer knowledge and insights into the factors that drive effective CRM strategies within the South African FMCG sector. Based on the findings, it is recommended that companies be strategic on the type of product used in CRM initiatives; keep product price at a minimum; double the donation amount and support the same cause for longer.
Description
A research report submitted in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic
Marketing to the Faculty of Commerce, Law and Management, University of the Witwatersrand, 2022
Keywords
CRM, CRM Strategies, Effectiveness, FMCG, South Africa
Citation
Moeti, Louwella. (2022). Effectiveness of cause-related marketing strategies within the fast-moving customer goods (FMCG) industry in South Africa [Master’s dissertation PhD thesis, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/34675