UTJECAJ DEMOGRAFSKIH OBILJEŽJA POTROŠAČA NA PRIHVAĆENOST MARKETINGA OPĆEG DOBRA. (Corsican)

THE INFLUENCE OF CONSUMER DEMOGRAPHICS ON THE ACCEPTANCE OF CAUSE RELATED MARKETING. (English)

The paper contributes to the body of knowledge in the field of cause re lated marketing, by analyzing whether the demographic characteristics of consumers (age, gender, income level and level of education) affect the acceptance of cause related marketing campaigns. Research to date have confirmed that consumer perceptions and attitudes about acceptability, and thus the success of cause related marketing campaigns, differ depending on their demographic characteristics. The paper investigates respondents 'perceptions of the appropriateness of the application of cause related marketing to solve social problems, the per ceived impact of the cause related marketing program on the purchase decision and the impact of demographic characteristics on respondents' perceptions. The research was conducted on a sample of 395 respondents of different demographic characteristics from the Republic of Croatia. The results of the research show that gender and age have a significant impact on con sumer perceptions and acceptance of the cause related od marketing program, while consumer perceptions with regard to income and level of education do not differ statistically significantly. [ABSTRACT FROM AUTHOR]

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