Determining the Effects of Marketing-Corporate Social Responsibility in Business Market: A Case of FMCG Industries of Pakistan

Abstract

Aims: The present research study will examine the effect of the marketing practices that involve the Corporate Social Responsibility (CSR) activities on the business market. It will primarily keep the focus on the FMCG sectors in the light of the Pakistani scenario. The aim of the present study is to analyze the effect of the CSR activities on the FMCG sectors on the consumer behavior and performance. To achieve the aims of the study, a mixed methods approach will thus be adopted that will incorporate both qualitative and quantitative methods for conducting the study. First, there will be a review of the literature with the aim of creating a theory that will concentrate on the relevance of CSR's role within the formulation of marketing plans and its potential outcomes. A review will be carried out on the theories that define the subject being CSR. Then, the collection of primary data will take place with the help of conducting customer, management, and CSR employees of selected FMCG companies within Pakistan through conducting surveys and interviews. Statistics will enable the analysis of how data on CSR activities influences the perceptions, attitudes, and practices of consumers. It will also provide an insight into the reasons why FMCG companies carry out tasks related to CSR, with the challenges faced while implementing these tasks.