THE QUESTION OF EFFECTIVE CORPORATE SOCIAL RESPONSIBILITY IN PHARMACEUTICAL MARKETING: EVIDENCE FROM ENGINEERING WORKERS

The study seeks to examine the effectiveness of Corporate Social Responsibility approach in health care marketing. The other specific objectives are to investigate the extent to which obstructive approach to CSR influences the profitability of the firm, to examine the extent to which defensive approach of CSR influences the corporate image of the firm, to evaluate the extent to which accommodative approach to Corporate Social Responsibility influences customer satisfaction, to investigate the extent to which proactive approach to corporate social responsibility influences sales growth performance. Data were retrieved from the one hundred and seventy-two engineers of this firm. The study made use of descriptive research design. The study utilised the stratified sampling technique as its sampling technique. The hypotheses were tested using the multiple regression technique. The findings showed that obstructive Approach to CSR is not a significant predictor of the Profitability of the firm, defensive approach is a significant predictor of Corporate Image of the firm, accommodative approach is a significant predictor of Customer Satisfaction and that proactive approach is a significant predictor of Sales Growth Performance. Overall, CSR approach has significant effect on firm Performance. Using the findings as a stepping stone, recommendations were made that funds should be kept aside for social responsibility activities and the firm should take a proactive approach in carrying out their CSR.