QUANTITATIVE RESEARCH FINDINGS Corporate Social …€¦ · · 2016-09-23Consumer Perception Understanding Research Presented by : ... Bangalore 291 TOTAL 1177. A presentation by

A presentation by HANSA Research

QUANTITATIVE RESEARCH FINDINGS

Corporate Social ResponsibilityConsumer Perception Understanding Research

Presented by : HANSA Research, Mumbai


THE STUDY BACKGROUND

• RESEARCH OBJECTIVE

– To find out consumers’ understanding of CSR and their attitudes towards the same.

– To understand whether CSR leverages brand imagery, and if it could significantly influence purchase behaviour.

• TARGET AUDIENCE

– Males /Females, SEC A/B, 18-45 YO

• SAMPLING PLAN

– Following is the achieved sample size for the survey

CENTRE SAMPLE

Delhi 300

Mumbai 296

Kolkata 290

Bangalore 291

TOTAL 1177


RESEARCH FINDINGS


ATTITUDE TOWARDS CSR

BLUE statements indicate a sense of appreciation of the Corporate’s CSR initiatives

RED statements indicate negative sentiments towards Corporates doing CSR

GREEN statements denote willingness to endorse brands/Corporates doing CSR

GREY statements include other CSR related statements


Companies invest in social welfare for the society’s selfless betterment

Company’s social work is financed by trimming their profit margins, but not by making consumers pay more

Companies do welfare activities for development of the underdeveloped communities

Companies do business only for making profit for themselves

Companies do something for the society only to improve their brand image, not to improve the society

When companies do social work, it is just a publicity gimmick with no positive impact to the society at large

Company’s contribution to the society, is their way of turning their black money into white

Companies use social initiatives only to market their products better

Companies undertake social initiatives only to get tax benefits or rebates from the Government

Since I don’t have spare time to invest in social work, I try to buy products of companies which do so

I am willing to pay extra, if I knew that company is investing some of the proceeds in a social initiative

Will support brand that does social work as it makes me feel that this is my contribution in improving society

I think companies that do social welfare care more about its employees, its consumers & the environment

It is the government’s duty, and not any company’s duty, to bring about a positive change in the society

Companies invest in social welfare activities to gain customer goodwill

Companies undertake social welfare to enhance its image amongst its employees

52%AGREE

48%DISAGREE

60%AGREE

40%DISAGREE

66%AGREE

34%DISAGREE

59%AGREE

41%DISAGREE

= AGREE

= DISAGREE

Figures in %Base: All Respondents


26

20

19

15

15

15

14

12

11

9

TOP-OF-MIND RECALL

WHICH CORPORATES UNDERTAKE CSR TODAY?

TOTAL UNAIDED RECALLSPONTANEOUS RECALL



AWARE OF THE TERM ‘CSR’?W

ha

t d

oes

CSR

sta

nd

fo

r?Have you heard the term CSR?

NO

YES



DRIVERS OF PURCHASE (using Share Of Wallet)

CSR is an important purchase driver, coming third after Brand & Price.

Also, a company could charge a premium of 15%, should they start promoting that they invest in CSR



WILLINGNESS TO SWITCH TO A BRAND DOING CSR?

Across work profile, Housewives show maximum resistance to switch.



RECOMMEND THE BRAND DOING CSR?

At an overall level, the intention to recommend a brand doing CSR is fairly high.

Figures in %

Base: All Respondents


Child-related causes are found to be the most pressing by consumers.

WHAT ARE THE IMPORTANT SOCIAL ISSUES?

SOCIAL ISSUES ALLWORKING STATUS

Service Self Employed Housewife Student

Base : 366 135 81 109 41

Children’s education and healthcare 39 33 41 45 37

Adopt a village to aid villagers 32 34 31 29 37

Welfare of the orphans 30 31 26 31 27

Build medical facility 25 21 23 31 20

Welfare of handicapped people 21 23 25 21 10

Set-up old-age homes 19 20 20 21 12

Sponsor a social event 19 25 15 14 20

Fight against child labor 19 16 20 18 27

Relief work during natural calamities 17 19 17 14 22

Hygiene and sanitation for the poor 17 12 16 17 32

Welfare of the girl child & women 15 13 14 18 15

Recycle & reuse 13 12 20 10 10

Reduce negative environmental impact 13 14 7 14 15

Upliftment of the tribals 4 4 4 2 12



P&G ‘Shiksha’ Ad

Aircel ‘Save The Tiger’ Ad

Coca-cola ‘My School’ Ad


HAVE YOU SEEN THIS AD?

= YES

= NO

P&G: Shiksha Ad

AIRCEL: Save Our Tigers Ad COCA-COLA: My School Ad

Considerably higher number of respondents claimed to have seen the P&G Shiksha campaign.



DID YOU LIKE THE AD?

All three campaign were well received; P&G ad however enjoyed maximum traction.

Top 2 Box

64%Top 2 Box

53%Top 2 Box

54%

P & G AIRCEL COCA-COLA



The three campaigns generate high scores across parameters. However, P&G ad scores significantly higher than Aircel & Coca-cola on BELIEVABILITY, RESPECTABILITY & ABILITY of the company to do justice to the cause.

CAMPAIGN EVALUATION

Figures are TopBox scoresBase: All Respondents


• Tata, Coca-Cola & P&G top the charts for companies considered to be currently doing CSR.

• Only 18% consumers have heard the term CSR, of which further only 7% could expand it correctly. But this doesnot necessarily mean that one needs to educate consumers on the term per se; rather, we should ensure thatthe essence of the term is understood by all.

• In the hierarchy of important purchase drivers, CSR is right below Brand name & Price thus indicating it has acritical role to play while deciding upon a product/service in the purchase decision making process.

• Also, almost half of the respondents said that they will switch to a brand which invests in CSR. HoweverHousewives show maximum resistance!

• Child-related causes were found to be the most pressing social issues of the current times.

• All three CSR campaigns were well received & enjoyed strong appeal, indicating that the CSR plank finds a lot ofsupport amongst consumers, who seem to see the brand in a positive light post a CSR campaign.

• Of the three, the P&G campaign was liked by most, and was also considered significantly more convincing.

TO SUMMARIZE :


THANK YOU.

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QUANTITATIVE RESEARCH FINDINGS Corporate Social …€¦ · · 2016-09-23Consumer Perception Understanding Research Presented by : ... Bangalore 291 TOTAL 1177. A presentation by