THE MEANING OF CORPORATE SOCIAL RESPONSIBILITY TO THE CONSUMER (A STUDY OF MID-INCOME CONSUMERS IN PUNE CITY)
Author: Ms. Supriya Chouthoy , Prof Dr Roshan Kazi
Category: General Management
Abstract:
In the recent 10 years India has gone from hearing people ask, “CSR? What does that mean?” to people discussing and believing that consumers, governments and organisations have to increasingly take part in making our world a better place by actively being a part of CSR. Several trends have been emerging wherein organisations and consumers are beginning to appreciate the role of corporate social responsibility. In such a situation the objective of this research paper is to understand how CSR is interpreted by mid income consumers in Pune city. This has tong term implications for the business environment of the future, since the possibility of social images strengthening the brand emerges from this topic.
