Influence Of Corporate Social Responsibility Awareness On Consumer Decision Making (Special Reference Of FMCG Companies)

Abstract

Corporate Social responsibility grabbing immense attention across the globe in this era. Therefore, the central theme of this research study was trying to find out influence of CSR awareness on consumer decision making, for this study consumer of FMCG companies was adopted for research. Companies was selected based on market share in India, top three major companies were selected for this research HUL, ITC, and NESTLE. Study was Exploratory and descriptive in nature, deductive approach has been adopted for this study, for collection of data, under the non-probability sampling, convenient sampling method was used, Primary data was collected through survey method, sample size of study was 300. Area of sampling urban population of Indore district of Madhya Pradesh, Sampling unit of this study was individual consumer of FMCG companies in Indore. Self-Structure questionnaire was formed. Interval Itemized rating scale was developed for measurement (5-point Likert scale, strongly disagrees to strongly agree). Data was reliable and data adequacy was as per standard. Therefore, data analyzed through statistical tools like, Frequency analysis, Chi squire, t test, ANOVA and Regression analysis, the findings of this study proved that there is positive relation between CSR awareness and consumer purchase decision. Result showed that, if companies able to hone their communication skills towards the customers about their CSR activity as ethically it increases the probability for companies to attract more consumers towards organization.