Cause marketing by FMCG brands and its impact on purchase decision of Indian consumers

Abstract

Our project will be focused on gaining insights about the latter kind of cause marketing, and specifically on studying the impact of purchase decisions of consumers in Indian markets when FMCG brands have employed such techniques. Growing awareness among consumers about important social issues has led to subjects such as children’s education, sanitary conditions, environment protection, wildlife conservation etc to feature in several big brand’s marketing campaigns. This push from Indian market forces reflects the moral and social consciousness of Indian consumers.