Percepción de los consumidores de las Empresa B y marcas con propósito y campañas de marketing de causa. Conocimiento y valoración al momento de la compra

BIANCHI ENRIQUE CARLOS; GRACIA DAPONTE, GASPAR; CANZIANI CRISTIAN

Montevideo

Congreso; II Congreso Latinoamericano de Marketing Social; 2020

Universidad Católica de Uruguay

The existing studies that support the growth of B companies, purpose-driven marketing and cause marketing campaigns within the framework of Corporate Social Responsibility (CSR) initiatives in Argentina have a focus from the offer. The present work, seeks to know the perception of these three triple impact strategies from the perspective of the citizens in order to know the notoriety, the knowledge, the valuation and the importance at the time of the purchase of these initiatives in the Argentine market .A quantitative investigation was carried out, based on a sample of 400 national cases.The results show that 70% of citizens not recognizing the meaning of the concept "brands with purpose", neither the concept of "B corporate"; manifested a high difficulty to identify them, due to lack of interest, ignorance and / or lack of availability / exposure. Beside, not significant differences in terms of generations, socioeconomic level and sex. On the other hand, the cause of the polls has some familiarity with the cause marketing campaigns, due to the presence of an NGO which is owned by a good cause. If we discuss the main implications for the managers of the results obtained, based on the low importance of these triple impact initiatives in the purchase decisions in a context of limited restrictions on the spending due to the economic recession.