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Qualis Capes / BRAZIL as B3
Article Details ::
Article Name :
AN EMPIRICAL INVESTIGATION OF CONSUMERS' ATTITUDE
Author Name :
Kamble Babruvahan Namdeo
Publisher :
Ashok Yakkaldevi
Article Series No. :
ROR-2335
Article :
Author Profile
Abstract :
The present study has been undertaken to analyze the CRM initiative of Tata tea ‘Jago re’ campaign and its impact on the brand as well as the purchase intentions of the respondents in the age-group of 18 – 23 years. The study has concluded that the cause related marketing initiative has been successful, as the respondents not only perceived the initiative as effective but also displayed a highly positive attitude towards it.
Keywords :
 
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