Cause Related Marketing from the Slovak Consumers’ Perspective
Cause Related Marketing from the Slovak Consumers’ Perspective

Author(s): Zuzana Huliaková, Zdenka Musová
Subject(s): Social Sciences, Economy
Published by: Vysoká škola ekonomická v Praze
Keywords: Cause related marketing; Slovak consumers; socio-demographic characteristics
Summary/Abstract: Purpose:The success of the cause related marketing is highly depending on the customers and their willingness to participate in the cause related marketing projects. The aim of the paper is to present the results of the analysis the willingness of the Slovak consumers to participate in the cause related marketing projects and also to examine the difference between their approaches based on their gender, age, education and disposable income. Design/methodology/approach:The data were obtained through the questionnaire research which was realized on research sample of 415 respondents from Slovakia. Respondents expressed their approach towards three statements through 7-point Likert scale. The data were processed with Mann Whitney Utest, Anova test and Spearman Correlation Coefficient. Findings:The results of the research indicate that Slovak consumers are willing to participate in the cause related marketing, but their willingness may decrease with the need to change the preferred brand of the product orpay higher price for the product. From the socio-demographic characteristics, only gender of the consumer has influence on cause related marketing perception while the women have more favourable attitude. Research/practical implications: When applying the cause related marketing the companies should take into consideration the sensitivity of the consumers towards price increase of the products related to the good thing. Products which are mostly purchased by women have higher probability to be successfully implemented in cause related marketing projects. Originality/value:The paper develops the current awareness about the perception of cause related marketing by Slovak consumers. The paper presents how socio-demographic characteristics determine the willingness of the Slovak consumers to participate in the cause related marketing.

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