Moeti, Louwella2023-02-272023-02-272022Moeti, 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/10539/34675https://hdl.handle.net/10539/34675A 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, 2022It 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.en© 2022 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.CRMCRM StrategiesEffectivenessFMCGSouth AfricaSDG-12: Responsible consumption and productionSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg