Research Paper
Year: 2018 | Month: October | Volume: 5 | Issue: 10 | Pages: 126-129
A Study of Cause- Related Marketing with Special Reference to Patanjali Ayurved Ltd.
Ms Khushleen Kaur1, Dr. Amar Inder Singh2
1Research Scholar, 2Professor,
Punjabi University, Patiala
Corresponding Author: Ms Khushleen Kaur
ABSTRACT
The commonly accepted Cause-Related Marketing is a communication tool for increasing consumer loyalty and building goodwill. The expected change in a company’s image because of CRM campaigns appears to depend a great deal upon how customers perceive the reasons for a company’s involvement in various programs liken Cause-Related initiative and the amount of help given to the cause through a company’s involvement. So in order to identify the level of CRM activities followed by various institutions Patanjali Ayurved Ltd has been selected as a research study. Well defined objectives were framed, the methodology has been designed, and related data has been collected through secondary data. The finding of the study has been highlighted and an attempt is made to understand the CRM of Patanjali Ayurved Ltd.
Key words: Cause-Related Marketing, Ayurved
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