Does societal marketing have an impact on the consumer perception on an organization’s corporate image? Do demographic factors affect the consumers’ view on the corporate image of the organization?
Abstract
This research aims to do an in-depth analysis of the role of marketing focused on society's long-term interests on a product's promotional activities (Crane, 2002). The project seeks to analyze the various a benefit a business will accrue by not only giving attention to the decisions of the consumers’ wants but also expanding to the needs of the community at large. The research also seeks to gain a better understanding of the demographic factors such as age, gender, educational levels, and marital status on the attitudes of the consumer towards the corporate image.
Methodology
A qualitative research is chosen for the study. A focus group is to be identified and interviewed on their feelings and attitudes towards an organization depending on the sensitiveness of the organization on the societal needs. A survey is best suited for this research as it helps to understand the needs of the society. A study area is designed to undertake the research (Keightley, 2010). The population sample targeted by the investigation includes the retail traders within the locality and the general members of the society. A questionnaire is designed on various views on societal marketing. The sampling technique used for the selected participants in the project is the stratified random sampling. The data collection method intended for the project is an interview schedule.
Research Findings
The consumer attitudes towards an organization are dependent upon their belief and feeling about an organization (Frame, 2014). The feelings are affected by demographic factors, societal marketing strategies such as management behavior, perceived benefit, and corporate marketing communications.
Analysis
The research indicates that only marital status and educational level can impact the consumer attitudes towards a company’s corporate image (Heyden, 2004). Societal marketing largely influences the corporate perception of an organization.
Conclusion
An organization should pay attention to the demographic factors such as educational level and marital status while carrying out their marketing. Organization should take key focus in societal marketing as it greatly impacts on the company’s corporate image.
References
Frame, D. (2014). Reconstructing Project Management. Project Management Journal, 45(1), e2-
e2.
Crane, A. (2002). Societal marketing and morality. European Journal of Marketing, 36(5), 548-
569.
Keightley, E. (2010). Remembering research: memory and methodology in the social sciences.
International Journal of Social Research Methodology, 13(1), 55-70.
Heyden, C. (2004). Societal Marketing and Philanthropy in Dutch Companies. Journal of
Nonprofit & Public Sector Marketing, 12(1), 23-36.
