EXPLORING THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY PRACTICES ON BRAND SATISFACTION AND BRAND LOYALTY WITH RESPECT TO DAIRY PRODUCTS IN CHENNAI DISTRICT

Nowadays, Consumers are not only concerned about product value but also about how well that organization contributes towards societal issues. Therefore, the organisations are not only concentrating on their financial profits but should also focus their attention towards social Responsibility Practices in order to survival and growth. In this scenario, adopting Corporate Social Responsibility (CSR) practices has become quite a common practice to build corporate image and brand image among consumers. While the importance of brand satisfaction and loyalty have been recognized in marketing literature for at least three decades, the relationship of CSR Practices with brand satisfaction and brand loyalty had been addressed as an important issue. Most of marketing literature recognizes Brand Satisfaction is the significant antecedent to Brand loyalty. The purpose of this study is to explore the influence of CSR practices on brand satisfaction and brand loyalty. The study was descriptive and explorative in nature. The combination of qualitative and quantitative study was conducted in Dairy Products Industry in Chennai. A Sample of 150 customers who buying and using dairy products (Milk, Curd, Butter, Ghee, Ice cream, etc.) of various brands such as Aavin, Hatsun, Amul, Heritage, etc. from different parts of the Chennai District were selected and surveyed through structured questionnaire. A Convenience Sampling method was employed to select the samples. Descriptive and Inferential statistical tools were employed to analyse the data. The results show that the Consumer CSR, Community CSR, Environmental CSR and Ethical CSR Practices influence Brand Satisfaction and Brand Loyalty. Out of four CSR practices, Consumer CSR Practices has more strongly influence the Brand Satisfaction and Brand Loyalty than others. Brand satisfaction significantly influences brand loyalty. It is suggested that management of Dairy Products organisations should consider CSR practices towards Consumers as one of the foundations to increase the Brand Satisfaction and Brand Loyalty.