The Impact of Demographic Variables on the Participation of Consumers In Cause-Related Marketing Campaigns
Abstract
This article presents research results concerning the correlation between the variables of age, education, sex and the material situation of consumers and the decisions they make when buying products marketed within the framework of cause-related marketing. The data have been collected with the use of a questionnaire posted to a random group of respondents. Data analysis is based on the technique of logistic regression. It has revealed that from among all the demographic variables, it is only age that significantly influenced the probability of the subjects’ participation in cause-related marketing campaigns.
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