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@article{191627,
        author = {Lal priya L and Mercy Kamalia W and Gandhimathi,  P and Meenakshi Devi K. and Anu Amalorpava Mary},
        title = {A STUDY ON THE LEVEL OF SATISFACTION ABOUT CAUSE-RELATED MARKETING PRODUCTS WITH REFERENCE TO COIMBATORE CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {7069-7077},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191627},
        abstract = {Cause-related marketing (CRM) has gained considerable significance in contemporary marketing practices as organizations increasingly integrate social responsibility with their business strategies. CRM involves linking the sale of products or services with contributions to social causes such as education, health, environmental protection, and community development. This approach not only enhances brand image but also creates emotional and ethical value for consumers, thereby influencing their satisfaction and loyalty. In this context, the present study aims to assess the level of consumer satisfaction towards cause-related marketing products with reference to Coimbatore City.
The study adopts a descriptive research design and is based on both primary and secondary data. Primary data were collected from 175 respondents in Coimbatore City using a structured questionnaire framed on a five-point Likert scale. Convenience sampling technique was employed due to time and accessibility constraints. The study analyzes consumer awareness, perceptions, trust, satisfaction, and future purchase intention towards CRM products. Statistical tools such as percentage analysis, mean score analysis, ranking technique, Chi-square test, and           Mann–Whitney U test were used for data analysis.
The findings of the study reveal that consumers in Coimbatore City generally possess a positive perception and satisfactory level of awareness towards cause-related marketing products. The results indicate that CRM initiatives enhance emotional satisfaction, trust in brands, and perceived brand image among consumers. Gender-wise analysis shows that although there is no statistically significant difference between male and female respondents with regard to awareness and overall satisfaction, female consumers exhibit a significantly higher intention to continue purchasing CRM products in the future. This highlights stronger emotional attachment and ethical alignment among female consumers towards socially responsible brands.
The study concludes that cause-related marketing positively influences consumer satisfaction when initiatives are perceived as genuine, transparent, and socially relevant. For long-term success, companies should ensure authentic cause involvement, maintain product quality, adopt transparent communication strategies, and strengthen emotional engagement with consumers. The findings provide valuable managerial insights for marketers and contribute to the academic literature on socially responsible marketing practices, particularly in an urban Indian context.},
        keywords = {Cause-Related Marketing, Consumer Satisfaction, Social Responsibility, Purchase Intention, Brand Trust, Coimbatore City},
        month = {January},
        }