Cause Attributes in the Formation of Perception Towards Cause Related

Todays business is growing up in a lightning speed. To cope up with that speed and not be out of the archive business are finding ways to build their empire in the minds of consumers. The roadmap to one such action leads the marketing managers to study the consumer perception. Companies are trying to be socially responsible by supporting social causes. The alignment between a brand and cause for the profit and societal benefits of both the parties is called the Cause Related Marketing. This study is an attempt to identify the role of cause attributes such as cause proximity, Cause Familiarity, Cause type and Company Cause Fit in the formation of perception towards Cause Related Marketing. This study also surveyed the most preferred cause by the respondents which they expect to be addressed importantly. To accomplish these, the researcher generated primary data using questionnaire as the research instrument.  The questionnaires were administered to students of various colleges in Puducherry. Chi-square test was used to test the hypothesis.&nbsp