The Cause-Related Marketing Practices of Human Heart Nature

Abstract

The main objective of the study is to assess the consumers’ level of satisfaction on the Cause-Related Marketing practices of Human Heart Nature Pasig Branch. The researcher used the descriptive approach of research in this study. There were 277 randomly selected member advocates of Human heart Nature. A survey questionnaire was utilized to gather the necessary information. The survey forms were left and picked a few days after due to respondents’ varied schedule of visit at the store. The statistical tools used by the researcher were Frequency Distribution, Percentage Distribution, Ranking, Weighed Mean, Analysis of Variance, and Likert Scale. Majority of the buyers of Human Heart Nature aged 36-45 years old, were female, single, bachelor’s degree holders, had been consumers for less than three years and earned P15,000-P25,000. The respondents were very satisfied with the Cause-related Marketing practices of Human Heart Nature in terms of sustainability and were satisfied in terms of integrity, transparency, partnership, sincerity, and mutual benefits. When grouped by age, there were significant differences in the respondents’ assessment on their level of satisfaction on the Cause-Related Marketing practices of Human Heart Nature in terms of integrity, transparency, sincerity, mutual benefit, and sustainability. When grouped by civil status, therewere significant differences in terms of integrity, partnership, and sincerity. When grouped by highest educational attainment, there were substantial differences in all aspects of Cause-Related Marketing practices. When grouped by the number of years as consumer/buyer, there were significant differences in terms of integrity, transparency, sincerity, mutual benefit, and sustainability. When grouped by monthly average income, there were substantial differences in terms of integrity, partnership, and sincerity.