Cause-marketing originated in the 20th century, the United States 80 years, and by multinational corporations into China. So far, this marketing model is widely used not only in business but also to generate a great deal of concern about the theoretical circle. Nevertheless, the domestic marketing of good empirical research is still due to the lack of.
This paper summarizes the comments at home and abroad for the good attitude of marketing theory and consumer theory, on this basis, the trial Nongfu Spring company selected as the research object, the perspective of the residents of Hangzhou to study the related marketing influence on consumer brand attitude.
Through research, the paper concluded as follows:
According to the personal characteristics of the different consumers of good marketing approach because of significant differences. That a more positive attitude toward female consumers; different ages of consumer related marketing are not the same attitude; consumer attitudes even told qualifications, professional background; according to the different types of cause related marketing, consumers will have different attitudes; also under the brand and the matching degree of public welfare and participation of the different products of cause related marketing, consumer attitudes will be different.
Based on these findings, we give business advice: 1. select the appropriate public welfare; 2. select the appropriate type of cause related marketing.
