The Cause Related Marketing Causal Relationship Model of Creating Market Value and Purchasing Decisions for Household Cleaning Products
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Abstract
This research aimed to study 1) the consumer’s personal factor in purchasing household cleaning products, 2) the level of opinion on cause-related marketing, marketing value creation, and purchasing household cleaning products, and 3) the validation component model on cause-related marketing influence on marketing value creation and purchasing decisions for household cleaning products. The research is quantitative. A sample of 600 people from 5 provinces, including Nakhon Ratchasima, Buriram, Surin, Sisaket, and Ubon Ratchathani, from the AMOS program used statistics to analyze structural equation modeling. The results were as follows: 1) Personal factors of consumers: most respondents are female, have single status, have a bachelor's degree, have a monthly income of 10,001–20,000 baht, and have an occupation not in government service for 1–3 years. 2) The opinion level found that social issues focus on product quality and have the intention to purchase directly. In addition, good cause-related marketing for consumers is related to creating marketing value. Cause-related marketing can explain the creation of marketing value by 62.00 percent, and 3) the creation of marketing value has a relationship with purchasing decisions and can explain the creation of 96.20 percent of marketing value. It can be used to determine cause-related marketing strategies that are appropriate for household cleaning products by emphasizing quality products to stimulate purchasing behavior.
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