The effect of cause-related marketing on customer purchase intention in Malaysia

Lee, Cheng Chen (2019) The effect of cause-related marketing on customer purchase intention in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In the absence of CRM communication research in the field of CSR, especially to gain insight into customer awareness of CRM communication. Thus, the current study was conducted to explain the awareness level of Cause-Related Marketing (CRM) among Malaysian customer, the impact of socio-demographic characteristic on customer purchase intention for CRM product as well as the relationship between cause attributes and customer purchase intention for CRM product. Quantitative methods have been used in carrying out this research. Data were collected on the ten-point scale through questionnaire from the customer across Malaysia. The data was gathered from 384 respondents located in Malaysia. Statistical Packages for Social Sciences (S.P.S.S) version 21 was used to analyze the data. The reliability of the instrument was ensured by Cronbach’s Alpha test. Pearson Correlation and multiple regression tests were applied to measure the nature and size of the association between variables and test hypotheses. The results showed Malaysian customers have a low level of awareness for CRM. In addition, the results also stated significant positive relationships between four of the variables used in measuring customer purchase intention for CRM product. Furthermore, the findings showed the socio-demographic characteristic including gender, age group and employment status have a significant impact on the customer purchase intention for CRM product. Finally, this research should help companies explore CRM trends and identify clear target audiences in order to provide advice on how to maximize their CRM effectiveness.

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