Tag Archives: Consumer Identification

THE EFFECT OF LEGAL CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER IDENTIFICATION AMONG SAFARICOM LIMITED COMPANY CLIENTS IN KAJIADO COUNTY, KENYA (Published)

The changing attitudes of consumers on environment, ecology, social responsibility, and the change of consumption habits is forcing organizations to include Corporate Social Responsibility CSR in their practice. The adoption of CSR policies is therefore no longer a matter of voluntary practice on the part of business. This study aimed at determining the effect that legal CSR has on consumer identification, However it also shows a two way relationship between CSR and law with market pressures being used to press for a new sense of responsibility. The study was carried out in Kajiado County. Explanatory survey was adapted where questionnaires in a seven point likert scale were administered to 325 Safaricom clients in the month of February 2014. Cluster sampling technique was used in selecting primary schools where Safaricom clients were studied, clients were divided into administrative divisions and then simple random sampling was done. The results of the study indicated that there was a statistical significant relationship between legal CSR and consumer identification. It was thus concluded that legal CSR has a significant effect on consumer identification.

Keywords: Consumer Identification, Law, Legal CSR, policies

CONSUMER IDENTIFICATION AS A RESULT OF ECONOMIC AND PHILANTHROPIC CORPORATE SOCIAL RESPONSIBILITY IN SAFARICOM LIMITED COMPANY OF KAJIADO COUNTY, KENYA (Published)

Consumers’ identification (CI) has become a focus for many companies. Consumer’s self expression is indeed vital and has to be understood by organizations, who are jostling for a share of consumers’ identity. Significant changes in marketing in the last ten years have brought dramatic changes in which consumers’ can express their identities. The main driver has been one on one marketing and mass customization. This study sought to establish the effect of economic and philanthropic corporate social responsibility on Consumer identification among Safaricom Company limited consumers in Kajiado County. The study was based on the hypothesis that there is no relationship between economic CSR and consumer identification and that Philanthropic CSR has no effect on Consumer Identification. Cluster sampling was used to obtain a sample size of 325 respondents who were used in the data collection procedure by use of questionnaires. The study found out that both economic CSR and philanthropic CSR had a positive significant relationship with consumer identification rejecting the applied Hypothesis

Keywords: Consumer Identification, Corporate Social Responsibility, Economic CSR, Philanthropic CSR

THE EFFECT OF LEGAL CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER IDENTIFICATION AMONG SAFARICOM LIMITED COMPANY CLIENTS IN KAJIADO COUNTY, KENYA (Published)

The changing attitudes of consumers on environment, ecology, social responsibility, and the change of consumption habits is forcing organizations to include Corporate Social Responsibility CSR in their practice. The adoption of CSR policies is therefore no longer a matter of voluntary practice on the part of business. This study aimed at determining the effect that legal CSR has on consumer identification, However it also shows a two way relationship between CSR and law with market pressures being used to press for a new sense of responsibility. The study was carried out in Kajiado County. Explanatory survey was adapted where questionnaires in a seven point likert scale were administered to 325 Safaricom clients in the month of February 2014. Cluster sampling technique was used in selecting primary schools where Safaricom clients were studied, clients were divided into administrative divisions and then simple random sampling was done. The results of the study indicated that there was a statistical significant relationship between legal CSR and consumer identification. It was thus concluded that legal CSR has a significant effect on consumer identification.

Keywords: Consumer Identification, Law, Legal CSR, policies