Wpływ zmiennych demograficznych na udział konsumentów w kampaniach marketingu społecznie zaangażowanego

• Authors: Grzegorz Zasuwa

Title variants

EN

The Impact of Demographic Variables on the Participation of Consumers In Cause-Related Marketing Campaigns

• Languages of publication: PL

Abstracts

EN

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 influence the probability of the subjects’ participation in cause-related marketing campaigns.

Keywords

PL

marketing społecznie zaangażowany; cechy demograficzne

EN

cause-related marketing; demographic variables

• Publisher: Katolicki Uniwersytet Lubelski Jana Pawła II. Towarzystwo Naukowe KUL
• Journal: Roczniki Ekonomii i Zarządzania
• Year: 2013
• Volume: 5(41)
• Pages: 159-170

Contributors

author

Grzegorz Zasuwa

• Katedra Zarządzania Przedsiębiorstwem, Instytut Ekonomii i Zarządzania na Wydziale Nauk Społecznych Katolickiego Uniwersytetu Lubelskiego Jana Pawła II