Keywords : Value Orientation
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 7, Pages 6718-6731
Consumerbehaviourisastudyofpeople’spreferenceswhileconsideringtheireconomicstatus, psychology, society and social anthropology. It inspects individual’s behaviour and demographics to identify their requirements. In general, consumer behaviour studies are carried out to better understand the consumer to help forecast their behavioural changes in buying decisions.
This article is an attempt to present empirical evidence gathered from consumers of the city of Hyderabad from the five South Indian states, about their value orientations and its influence on their response to cause-related marketing communication thus providing insights on socially responsible consumptionaspect.
The study identifies the key orientations as Thinking, Being, Past and Present for both; cause for education and cause for saving water. However, there is a significant low influence of Mastery and Subjugation of cause for education. Thinking is the orientation that greatly influenced upon the subjective norms of individuals.