Analiza wrażliwości polskich nabywców indywidualnych na działania z zakresu marketingu społecznego podejmowane przez wytwórców dóbr i usług konsumpcyj
Analysis of Polish consumers’ sensitivity to the cause related marketing activities undertaken by producers of consumer goods and services

Summary/Abstract: The 2012 survey of Polish consumers revealed the general positive attitude of respondents towards CRM initiatives of vendors of consumer products. Participants believed that CRM activities were useful and tended to benefit all concerned parties including consumers, companies and recipients of help. However, the knowledge about philanthropic engagement was not enough for consumers to develop higher preference for those companies and their offerings. Logistic regression model linked higher odds of making actual purchases based on CRM activities to respondents who: 1) had volunteering record, 2) allocated 1% of income tax to charities, 3) declared a higher trust in products of the companies that supported socially valuable aims 4) played attention to information on product packaging about supported social goals and 5) resided in rural areas.

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