Designing and Explaining the Cause-related marketing Model in the Dairy Foods industry

Subject Areas : Marketing

Raziyeh Ahangar sole boni ¹ , seyed kamran Nourbakhsh ² , Vahidreza Mirabi ³ , yahya khonsari ⁴

1 - Department of Business Management, north Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Business Management, West Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-08-14 Accepted : 2022-12-23 Published : 2023-09-23

Keywords: marketing mix, Dairy Industry, Cause-Related Marketing, attitude of people, Charity Activity,

Abstract :

Cause-related marketing is one of the differentiation strategies in non-price competition in markets with intense competition and saturation, such as the food industry. The current research also aims to provide a Cause-related marketing model in the dairy food industry. The method of the current research is a mixed exploratory, which was obtained through the qualitative strategy of Grounded Theory and semi-structured interviews and coding with MAXQDA, conceptual model has been obtained, and then through the quantitative strategies of model fitting and analysis. The statistical population in the qualitative part was the opinions of 12 experts and specialists in the relevant industry, and in the quantitative part 384 Dairy products customers have been implemented in Tehran. This model includes corporate dimensions with an impact of 0.393(company's marketing mix; company resources and capabilities; campaign implementation, managers' and stakeholders' perspectives), dimensions of customers with an impact of 0.438 (beliefs, attitudes; people's values, demographic factors, social stimuli and individual's experience and knowledge), dimensions related to the campaign with an impact of 0.467 (the place and form help, credibility and importance and urgency of the campaign) and Cause-related marketing results (financial and non-financial results)classification and suggestions according to statistical categories have been provided