The effect of cause promotion on the purchase intention of consumers of bottled water in ghana. A case study of awake mineral water
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Date
2023
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KNUST
Abstract
The intense rivalry between businesses regionally and across the world has forced companies to undertake new techniques to increase sustainable aggressive advantage whilst becoming more accountable for business expenditures. The research is on the effect of cause promotion on the purchase intention of consumers of bottled water in Ghana. The aim to assess the knowledge of cause promotion among customers of bottled water in Ghana, to examine the impact of cause promotion on the purchase intention of customers of bottled water in Ghana and to identify the obstacles to cause promotion implementation in the bottled water industry in Ghana. The researcher employed deductive research approach, descriptive research design with quantitative research method. The researcher used the convenient sampling technique and a questionnaire. The study employed the spss for data analysis. The findings of the research shows that customer had knowledge in cause promotion by way of becoming aware about cause promotion through various external sources, higher level of consumer skepticism toward cause promotion, the donation size in cause-related marketing campaign is important, donation amount expressed as a percentage of a sale price, linking of an organization’s product with a donation, personal involvement with the cause promotion, perceived sincerity of a cause promotion sponsor, and donation framing: in absolute money terms. The research revealed that there is a significant level as 0.000 (p≤0.000). F-statistical significance of 79.316. This deepens the analysis that, there is a significant influence between cause promotion and purchase intention. The analyses of the research show that the challenges to cause promotion implementation is through uncertain information, a prejudicial issue for the cause promotion, budget out for philanthropy, problem in calculating for the cause donation, buyer additionally perceived the organization as company owned and business philanthropy as opposed to corporate philanthropy
Description
A thesis submitted to the department of marketing and corporate strategy of the school of business, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for award of masters of science marketing