Generation Z and their gender impact in the structural elements of cause related marketing

Abstract

Companies have started asking a question themselves everyday: Do we have a purpose for our business or we should stickwith the traditional marketing. Generations have totally changed and their commercial lives differ entirely from the previous ones; they are socially responsible and pour out their minds, hearts and spirits in it. Their search for value contributes more to the Cause related Marketing. Research suggests outcomes of CRM campaigns are helpful for firms as well as for the causes. Causes, receive greater funding and publicity with which the cause can be ended or reduced.With regard to firms it enhances corporate image and increase sales, but effects may vary depending on the audience.. In this light, this paper investigates the significance of gender in the structural elements of Cause Related Marketing.This study surveyed the various dimensions of Cause Related Marketing in the union territory of Puducherry considering Generation Z as their respondents.The researcher generated primary data using questionnaire as the research instrument. Student t test was used to test the hypothesis.The results indicate that gender does influence with few of the structural elements of CRM and not with all. Based on these results, implications for CRM campaign managers are highlighted.