The Impact of CSR on Consumer Behaviour in Ahmedabad City

Corporate social responsibility (CSR) is a buzzword in present era. It is gaining importance from both academician as well as business fraternity continually which depicts its importance. CSR is viewed as the most important and concerned topic for the coming years. Though there is a section of people who consider CSR just as a fashion and a marketing gimmick. There is a group of people who have started to take interest in CSR. The aim of the study is to check customers' awareness regarding CSR and its impact on customer buying behaviour in the Ahmedabad city of Gujarat in the FMCG industry. Furthermore, the aim is also to study customers' preference towards different CSR (dimensions) activities and how customers purchasing behaviour is influenced by these CSR activities. The study combines Carroll's CSR pyramid theory as a base. To study the impact of CSR awareness on consumers' buying decision it refers to customers as one important stakeholder and the word customer and consumer is used interchangeably. A quantitative method will be used in the study. Primary data of consumers' awareness of CSR and consumers' purchasing behaviour will be collected through questionnaire. The results of the questionnaire will be analysed and interpreted.