Impact of Consumer Expectations on their Involvement in CSR Initiatives.

Saharan, Teena ; Singh, Nidhi

Introduction

CSR is a core part of any business activity in any sector and role of consumers are becoming very crucial in business and they pressurize companies to get involved in various environmental and social issues. Dedicated consumers look all the aspects related to the product or company before purchasing a product; this can increase the probability of assessing CSR information and impact of company's CSR initiatives on the purchase decisions. When customers perceive that companies are not sincere about CSR, they disregard firms and do not reward it (Torelli et.al. 2012). Last twenty years have witnessed tremendous change in the nature of relationship between organization and society. Sobezak et al. (2006) have tried to examine consumer's response towards companies CSR initiatives and intention to support the company. Various studies have shown positive relationship between consumer's perception and CSR initiatives of companies (Ellen et al.2000). They reported the consumer's reaction towards company's CSR actions and their own contribution to support CSR initiatives.

In India, CSR is a medium to earn more profit for companies (Prasad, 2012). The companies are investing in many areas including food, primary education, ground water, donations for handicaps etc. without knowing the actual need of the society, especially the underprivileged part of society. Due to this, the customers don't feel emotionally connected to the CSR initiatives of the firm and do not support them. To fill this gap, this study was conducted to notice the change in consumers' intentions if a company starts investing in their chosen CSR domains.

Literature

The term corporate social responsibility was reviewed by various authors and several dimensions have been explored in the last few decades. Rasche and Kell (2010) viewed CSR as an obligation to business owners to formulate policies and follow those policies to achieve desired objective and create value for the society. Various studies have proved that CSR can increase customers' trust and enhance financial performance of the company (Raub and Blunschi 2014). This is possible only through consumers' involvement in developing new design and development of sustainable products, environmental friendly operations and production that contributes to social benefits (Groza et al. 2011). Companies must identify consumer behavior and invest in various CSR domains based on the heterogeneous preference and expectations of consumer. Consumers, then support companies' initiatives and also collaborate as volunteers. They show their support by various means like boycotting the unethical products, donations and service volunteering, feeling responsible for company (Bhattacharya and Sen 2004--about readiness to pay premium prices), paying more (Cheers, 2011), preferring ethical reputation of the companies (Smith et. al, 2010) etc.

Rangan et al. (2015) classified the CSR engagement of companies into three broad categories: one group is primarily into charity and donations, second group focuses on environmental or social schemes and third group focuses on improving overall ecosystem. In 2010, 245 companies' CSR initiatives were assessed. They have been ranked on the basis of their contribution to various social domains. Result found that most of the companies contribute only through donations to charitable trusts or NGOs or providing meals to primary schools. Post (2017) explained it briefly that most of the companies believe that the easiest way to contribute in CSR activities is donation. Companies generally use their CSR funds to donate it for some social cause or to an NGO and do not take responsibility for any specific prevalent social issue.

Researchers have stated that consumers are not aware of company's CSR activities (Sen and Bhattacharya, 2001). They expect companies to invest in areas, where the society lacks, activities that can reduce the inflammation of society's pertaining problems. Now majority of the consumers are inclined towards green products, reason is that they are very much concerned about the environmental claims used by companies (Ogrizek (2002); Perez et.al.2015). They want to focus on issues prevalent in every society like environmental pollution, health care system, child labor, forced labor etc. Consumers expect companies to invest in these areas (Saharan and Singh, 2015). It has been found that if consumers are positive about firm's CSR initiatives, they show it through their purchase behavior and this also leads to brand loyalty.

CSR in India

In India, many of the companies are involved deeply in CSR initiatives and CSR awareness programs and some of them are: Mahindra and Mahindra, Tata Group, Larsen and Turbo, BPCL, Jubilant, Infosys, Maruti Suzuki India, Siemens, Coca-cola, Procter and Gamble, and Microsoft etc. These are the companies that have scaled up their CSR operations throughout India and are ranked as best companies for CSR (Majmudar et al., 2015). Today, CSR has become an integral part of organizational strategies (Das Gupta, 2010). In a survey conducted by Economic Times, it was found that 90 percent of the Indian companies are investing in CSR initiatives, largely in the area of environment protection, women empowerment, health and education (Majmudar et al., 2015). The Guiding Principle of the Corporate Social Responsibility Rules under Section 135 of the Companies Act, 2013 mentions--"CSR is the process by which an organization thinks about and evolves its relationships with stakeholders for the common good, and demonstrates its commitment in this regard by adoption of appropriate business processes and strategies. Thus, CSR is more than a charity. CSR is a new trend of conducting business, which help corporate entities to make their contribution visible to the social good."

Prasad (2012) incorporated in his article that organizations are taking CSR as a medium to earn more profit. These companies are investing in many areas like ground water, food, child education, employment etc. without knowing the actual need of 'Poor'. (Kumar et.al., 2015) tried to identify the areas, where a company must focus for its CSR activities. 79 percent of respondents indicated sustainable environment protection, poverty eradication, and employment generation as the preferred CSR activities. Only fifty percent of the top 500 Indian companies were reporting CSR in their annual reports. Out of these fifty percent, only 25 percent companies were focusing CSR activities towards their employees and rest were reporting on vicinity and society at large. Most of the companies have been using CSR as a marketing tool by creating publicity of their donations to various NGOs or disabled.

The research conducted by Jayakumar and Geetha (2014) reported that most of the companies are involved in CSR initiatives, but still there exists a huge gap between the need of society and services provided by these organizations. Most common CSR initiatives in the education sector is providing infrastructure support (equipment's, furniture, books etc.); only a few players are concentrating on providing quality education. In the Health and Hygiene domain, a good number of companies are involved in organizing free check-up health camps, donating equipment's and ambulances to the hospitals; whereas the requirement is of quality doctors at nominal consultation fee. Many of the organizations have opened their own hospitals, but most of them are either very costly or are not in the reach of poor people. Very few companies are concentrating on areas like employment and empowerment of youth or are trying to support the underprivileged and rural areas through vocational training, career counseling or seed funding for farming or women empowerment or entrepreneurship etc. In developing countries like India, research on CSR mostly focuses either on determining consumer perception on CSR practices and its consequences (Bhattacharya and Sen, 2004). They do not focus on consumers' response to CSR initiatives of firms.

Problem Statement

Sen and Bhattacharya (2001) have examined the level of involvement of consumers in the CSR initiatives of the company and also determined the level of contribution in buying or through personal support to the company. But, none of the researchers have actually studied the active consumer involvement in CSR practices and its overall impact on company performance. To fill this gap, the present study has tried to investigate the consumer preferred CSR domains and to inspect the change in consumer intentions for patronizing the companies involved in CSR activities, if the companies start investing in their chosen domains. As per the Table 1, In the first stage (before introducing the intervention), the respondents' intentions to support the CSR activities were measured using six statements given by Bhattacharya and Sen (2004) on a dichotomous scale of Yes and No. Also, in Table 1, In Stage two, the intervention was introduced and respondents were asked to choose their preferred CSR domains where they expect companies to invest in. To know the preferred domain for CSR investment, a list of 23 activities as provided in Schedule VII of the Companies Act 2013 was provided. The respondents were free to choose as many options from the given list:

1. Employment generation projects especially for children, women, elderly and the differently abled

2. Promoting Education including special education and employment like opening special schools and organize workshops

3. Promoting gender equality and empowering women like women employees, reduce caste, race, gender biases in their firms

4. Enhancing professional Skills especially among children, women, elderly and the differently abled

5. Promoting healthcare issues including preventive healthcare medicines and treatments

6. Eradicating and handling Hunger, Poverty and Malnutrition issues

7. Ensuring environmental sustainability, ecological balance, protection of flora and fauna, animal welfare, agro forestry, and conservation of natural resources

8. Making Safe Drinking Water Available and organizing water purification programs

9. Maintaining quality of soil, air and water including contribution to the 'Clean Ganga Fund' set up by central govt.

10. Rural development projects like building Dams, hospitals, schools, etc. in collaboration with state government

11. Programs and workshop to reduce inequalities faced by socially and economically backward groups and create awareness

12. Developing infrastructure like setting up homes and hostels for women and orphans

13. Slum Area Development programs like education, skill development, women health issues, HIV/other diseases awareness

14. Setting up old age homes, day care centers and such other facilities for senior citizens with proper health facilities

15. Welfare program for SC/ST, other backward classes, minorities and women like building schools, skill training, health awareness, caste issues

16. Promoting sanitation facility including contribution to 'Swachh Bharat Kosh' and building public toilets, dustbins in rural and urban areas

17. Provide funds to enhance technological skills and seed funding to develop entrepreneur skills in Academic Institutions which are approved by central govt.

18. Arranging funds for the benefit of annual forces veterans, war widows and their dependents and helping them to generate employment

19. Organizing programs and volunteers for the protection of national heritage, art and culture including restoration of building and sites of historical importance and works of art

20. Contribution to the Prime Minister's National Relief Fund or any other fund set up by central govt. for socio-economic development and relief like flood relief, earthquake, tsunami affected areas, drought in village

21. Training to promote rural sports, Paralympics sports and Olympic sports and provide funds for creating centers for sports.

22. Promotion and development of traditional art and handicraft like organizing art mela, developing skills and creating awareness in rural areas with the help of workshops and programs

23. Setting up public libraries in major cities and rural areas and also provide funds to central and state government to modernize old libraries and upgrade with latest and relevant books

In the third Stage (after introducing the intervention), the changes in respondents' reactions, for supporting the CSR initiatives, if company starts investing in their preferred CSR domains, were again gauged on the dichotomous scale of yes and no for the same statements provided in stage one. The shift in intention between stage 1 and stage 3 was then measured using McNemar's test and following hypotheses were formulated:

Ho1: Preference to pay premium price are same before and after the Intervention.

Ho2: Preference of shifting to the products of company if price and quality are kept same is not-different before and after the Intervention.

Ho3: Preference to buy more from the company is same before and after the Intervention.

Ho4: Intention to be loyal and continue buying the products even if competitor is giving better offers is same before and after the Intervention.

Ho5: Preference of recommending the products of the company to others is same before and after the Intervention.

Ho6: Intention to persistently shifting to the products of the company is same before and after the Intervention.

Method

The research was descriptive and experimental in nature. The data was collected from National Capital Region (India). Convenience sampling method was used for the study and 200 respondents having awareness about the CSR initiatives were used for primary survey. A total of 162 responses (Female = 39 percent, Male = 61 percent) were finally considered for the research. 36 percent of the respondents were having annual income between rupees 0.5 to 1 million, 51 percent were having income of rupees 1 to 2 million and rest were earning 2 to 2.5 million a year. Out of the selected respondents, 64 percent were between 25 to 35 years of age, 29 percent were between the age of 36 years to 45 years and 7 percent were above 46 years of age.

Descriptive statistics, bar graphs were used for data presentation and hypothesis was tested through McNemar test. McNemar test is used as the 2 x 2 contingency table with dichotomous trait (Yes, No) was present, to determine whether the marginal frequencies of the column and row are equal.

Results and Analysis

Table 1 shows that approximate 26 percent of the respondents were ready to pay premium price and approximate 50 percent of the respondents were ready to buy more products of the company involved in CSR. 45 percent of the respondents confirmed their loyalty with the company by continuous buying the products even if competitors' are offering better options, whereas approximate 23 percent of the respondents were ready to promote the company by recommending it to others. Approximately 22 percent of the respondents were ready to leave the existing company for a firm involved in CSR and 32 percent of the respondents were ready to shift to the products of the company if price and quality were kept same. This was the response of the respondents before the intervention was introduced to them as mentioned in Table 1.

In the second stage, the respondents were asked about their preferred CSR domains where they expect companies to invest in. The respondents were given full liberty to select as many preferred CSR domains from the given list of 23 activities as provided in Schedule VII of the Companies Act 2013. Graph 1 represents that the most preferred domain of 88 percent respondents was 'Employment generation projects.' 64 percent preferred the promotion of education including special education for underprivileged, and 60 percent demanded the efforts in area of promoting gender equality and empowerment. 48 percent of the respondents expected companies to enhance professional skills especially among children, women, elderly and the differently abled people such as schools, women entrepreneurs, technical and financial trainings etc. Setting up public libraries with latest books, computers and helping to upgrade old libraries, training to promote sports, contribution to Relief Fund and protection of national heritage like animals, monuments protection etc. were among the least preferred options.

In the third stage, the hypotheses were tested. This stage was to notice the significant shift in respondent's preference to patronize any company it starts investing in their chosen CSR domain. A huge shift was noticed in the respondents' intention before and after the intervention was introduced to them. Table II presents the shift in respondents' intention on the same statements that were asked before introducing the intervention. A significant difference was noticed in the marginal frequencies of the intention of respondents for patronizing any company if the company starts investing in their chosen CSR domain as mentioned in Table II. Earlier only 26.67 percent respondents were ready to pay premium price and after the intervention, 40 percent respondents were geared up to select this option. Table 2 also represents that a significant shift could be noticed before and after the intervention and the chi square value of 8.532 was significant at p value of 0.003 (p < .05). So the Ho1 was rejected. This shows that a significant number of respondents are ready to pay premium prices if company invests in their chosen CSR domains.'intention to start purchasing from the company involved in CSR if price and quality are kept same (Ho2)' and 'Will buy more from the company(Ho3)'did not notice a significant shift in the intention of respondent pre and post intervention (Chi square = 2.017, p = 0.156; Chi square = 0.298, p = 0.585respectively). Before and after the intervention, the number of acceptance increased marginally. So as cited in Table 2, the Ho2 and Ho3 have been accepted as the impact of the intervention was not significant.

The Ho4 was rejected. Table II shows that the chi square value of 36.046 was significant at the p value of 0.0001 (p <0.05) and the cross-tabulation shows that the number of respondents has increased to 76.67 percent from 45 percent after introducing the intervention.

Ho5 is also rejected. The chi square value of 80.610 was significant at p value of 0.0001 (p<0.05). Before and after the intervention, 23.33 percent respondents were increased to 75 percent.

As mentioned in Table 2, For Ho6 a major difference was noticed in the marginal frequencies of the rows and columns. The chi square value of 38.828 was significant at p value of 0.0001 (p<0.05). Before and after the intervention, number of respondents increase from 21.67 percent to 56.67 percent.

Conclusion I

Consumer involvement has much importance in selecting and creating effective CSR strategies of companies. The study aimed at finding the consumer preferred CSR domains and impact on their involvement in supporting firm's CSR initiatives. Respondents most preferred CSR domains were: Employment generation projects, promotion of gender equality and women empowerment, enhancement of professional skills especially among children, women, elderly and the differently abled people and investment in healthcare technology including preventive healthcare medicines and treatments.

A significant shift in patronizing and supporting the companies' CSR initiatives was noticed once the intervention was introduced to participants. A noteworthy increment was noticed in the preference and intentions of paying premium prices, buying other products of the same company, shifting to the products of the company and recommending the products to others for the companies that will start active involvement in respondents' preferred/chosen CSR domains.

Although statistical significant change was not noticed between intentions to start purchasing the products if price and quality are kept same and the preference to buy more products from these companies, but a marginal increase in frequencies was noticed. This research shows that respondents are ready to support those companies who will involve their customers in their CSR initiatives. Firms must start recognizing and incorporating the opinion of the consumers to increase their brand loyalty and market share. Companies should genuinely start considering the local area's needs and societal changes for CSR planning. Areas like skill development, professional certifications and courses are supported more by consumers. CSR professionals must focus on CSR strategies to develop and contribute CSR funds on these areas. A Global summit was organized by PHD chamber of commerce on CSR. Summit shared the data that out of 50 Indian companies, taken into consideration, almost 88 percent contribute on skill development programs in India. These companies majorly focused on career counselling, professional training programs and other employment generation schemes (Ganapathy et. al., 2013). Other major areas, where companies must focus on women related issues and gender equality program. Consumers expressed their great concern on such areas and support the initiatives of companies working on women related issues. The paper has witnessed a 28 percent CSR spending growth in the year 201516. Indian companies started several programs on skill development and environmental awareness, but still lack of efforts have been seen in the area of gender equality awareness and women empowerment programs. Education and health sector received maximum funding by the government in the year 201516 but spending on female child mortality, gender issues and women empowerment program is almost negligible (Shira and Associates, 2017). Consumers understood this gap and expect companies to invest in such negligible areas. Companies must focus on such areas like employment, gender equality, women and health related issues with urgent priorities to make their CSR initiative visible for consumers.

Managerial and Academic Contribution

CSR has been considered as an area of philanthropic contribution till date and companies are not able to reap out its benefit; neither in terms of providing social benefits nor in terms of gaining market preference. The study provides several insights to CSR professionals working in companies and designing CSR strategies for the firms. The study identified few crucial and significant areas, where companies must contribute. Such areas are employment schemes, healthcare issues, gender quality awareness and women related issues. This study will help companies to formulate their CSR strategies on such areas. This will attract more customers and will enhance their CSR brand. This study will be a great help to CSR strategist in companies, in reviewing their customers' need and identify areas to build their CSR image. CSR professionals must develop skill development program, organize gender equality and women empowerment workshop as a part of their CSR spending's (Ganapathy et. al., 2013). The study also provides few academic contributions. This paper is descriptive in nature and has tried to investigate the consumers' perception towards various preferred CSR initiatives and tried to provide a direction where the academicians may incorporate the topics like 'marketing of CSR activities' or 'branding of CSR initiatives' or 'CSR and its impact on consumer buying behavior.' First contribution of this paper is to identify views of Indian consumers to various CSR initiatives/interventions at company level. It may be through their buying preferences, recommendation for products, paying premium etc. This paper is first in itself that has tried to identify the preference and opinion of customers for 23 CSR practices. This paper has tried to identify the effect of interventions on the change in consumers' opinion towards a company and its product. It's the responsibility of the academicians to research and provides guidance and direction to companies trying to incorporate CSR interventions to gain consumer's confidence. This study has contributed to the existing literature and determined the kind of intervention required to change consumers' behavior towards companies' products or brand. Customers will give positive feedback, will start purchasing firm's products, and recommend to other etc., if the companies invest in their preferred CSR domains. The results found that majority of people are conscious about the prices and quality of products but percentage decreases, if interventions happened in the preferred areas. This research will assist researchers to further explore the relationship between various domains and brand loyalty of customers.

Limitations and Directions for Future Research

This study has tried to investigate the impact of the CSR intervention on consumer intentions to support the firm's CSR initiatives. But, the present study is subject to some limitations. First constraint is that this study is descriptive cum experimental in nature and considers customers' intentions, preferences and opinion on CSR initiatives. Future study can be done on the significance of these areas on different demographic profile of consumers. CSR is a wide concept and only a list of 23 activities as provided in Schedule VII of the Indian Companies Act 2013 were covered. The other limitation is that the present study is restricted to Delhi/NCR region (India). Future research may be done with large group of consumers. And the major limitation is that 'the shift in consumer intention' was analyzed on the basis of respondents' reply, but was not tested empirically. Therefore, future research can be done to empirically test the change in consumer response if companies start contributing in their chosen CSR domains and may develop an inclusive framework to determine the relationship between consumer preference for CSR and their loyalty.

References

Basanta, Kumar., Anjali, Panda., & Brajaraj Mohanty (2015). CSR value for consumers: Indian perspectives. Science Journal of Business & Management, 3(3), 71-76.

Bhattacharya C.B., & Sen, Sankar (2004). Doing better at doing good, when, why & how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24.

Cheers, Z. (2011). The Corporate social responsibility debate. Lynchburg, USA: Liberty University .

Das, Gupta, A. (ed.) (2010). Ethics, business & society: Managing responsibly. New Delhi: Sage Publications.

Dezan, Shira; & Associates (2017, Jan 11). Corporate social responsibility in India. Retrieved from India-briefing: http://www.india-briefing.com/news/corporate-social-responsibility-india-5511.html/ , accessed on February 12, 2017.

Ellen, P.S., Mohr, L.A., & Webb, D.J. (2000). Charitable programmes & the retailers: Do they mix? Journal of Retailing, 76 (3), 393-406.

Ganapathy, V., Dutta, S., & Khurana, M. (2013). Corporate social responsibility in India: Potential to contribute towards inclusive social development. New Delhi: E&Y.

Groza, M., Pronschinske, M., & Walker, M. (2011). Perceived organizational motives & consumer responses to proactive & reactive CSR. Journal of Business Ethics, 10(2), 639-652.

Jayakumar, A., & Geetha, K. (2014). An analysis on consumer perception towards corporate social responsibility practices in salem city. Proceedings of the second international conference on global business, economics, finance & social sciences (GB14 Chennai Conference), ISBN: 978-1-94150514-4.

Majmudar, Utkarsh., Rana, Namrata., & Sanan, Neeti (2015, June 12). India's Top Companies for CSR & Sustainability. Published by The Economic Times partnered Future scape & IIM Udaipur: Retrieved from https://www.futurescape.in/india-best-companies-for-csr-2015/, accessed on April 12, 2017.

Mohanty, Bibhu, Prasad (2012). Sustainable development vis-a-vis actual corporate social responsibility. Retrieved on http://www.indiacsr.in, accessed on Feb 12, 2017.

Ogrizek, M. (2002). The effect of corporate social responsibility on the banking of financial services. Journal of Financial Services Marketing, 6 (3), 215-228.

Perez, A., & Bosque, I. R. (2015). How customer support for corporate social responsibility influences the image of companies: Evidence from the banking industry. Corporate Social Responsibility & Environmental Management, 22(3), 155-168.

Post, Jennifer (2017, April 3). What is corporate social responsibility? Retrieved from Businessnews daily: Retrieved from https://www.businessnewsdaily.com/4679-corporate-social-responsibility.html, accessed on April 12, 2017.

Rangan, K., Chase, L. A., & Karim, S. (2015). The truth about CSR. Harvard Business Review, 93 (1/2), 40-49.

Rasche, A., & Kell, G. (2010). The united nations global compact: Achievements, trends & challenges. Cambridge University Press, 265-280.

Raub, S., & Blunschi, S. (2014). The power of meaningful work:how awareness of csr initiatives fosters task significance& positive work outcomes in service employees. Cornell Hospitality Quarterly, 55 (1), 10-18.

Saharan, T., & Singh, N. (2015). Are values driving indian consumers to support firms' CSR initiatives? Decision, 42(4), 379-391.

Sen, Sankar., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.

Smith, N. C., Read, Daniel., & Lopez-Rodriguez, Sofia. (2010). Consumer perceptions of corporate social responsibility: The CSR halo effect. France: INSEAD Working Paper Series, INSEAD, Fontainebleau.

Sobezak, A., Debucquet, G., & Havard, C. (2006). The impact of higher education on students' & young managers' perception of companies & CSR: An exploratory analysis. Corporate Governance, 6 (4), 463-474.

Torelli, C. J., Monga, A. B., & Kaikati, A. M. (2012). Doing poorly by doing good: Corporate social responsibility and brand concepts. Journal of Consumer Research, 38 (5), 948-63.

Teena Saharan

Assistant Professor, School of Business, University of Petroleum and Energy Studies, Dehradun.

Nidhi Singh

Assistant Professor, Jaipuria institute of Management, Noida, UP. Table--I Marginal Frequencies--before Introducing the Intervention Statements Before Intervention Yes No 1 Paying Premium Prices 26.67 percent 73.33 percent 2 Start buying the products if 31.67 percent 68.33 percent price and quality are kept same 3 Will buy more products from 50 percent 50 percent the company 4 Continue buying the products 45 percent 55 percent even if competitor is providing good offers 5 Will recommend the products to 23.33 percent 76.67 percent others 6 Will persistently shift to the 21.67 percent 78.33 percent products of this company Source: Authors' Survey Table--II Marginal Frequencies of Row and Column (after intervention) and McNemar's Test of Marginal Homogeneity (before and after the intervention) Statements After McNemar's Test Intervention of Marginal Homogeneity Yes No 1 Paying Premium Prices 40 percent 60 percent 2 Start buying the products if 38.33 percent 61.67 percent price and quality are kept same 3 Will buy more products from 53.37 percent 46.67 percent the company 4 Continue buying the products 76.67 percent 23.33 percent even if competitor is providing good offers 5 Will recommend the products to 75 percent 25 percent others 6 Will persistently shift to the 56.67 percent 43.33 percent products of this company Statements McNemar's Test of Marginal Homogeneity Number Chi-Squareb Asymp. Sig. 1 Paying Premium Prices 180 8.532 0.003 2 Start buying the products if 180 2.017 0.156 price and quality are kept same 3 Will buy more products from 180 .298 0.585 the company 4 Continue buying the products 180 36.046 0.0001 even if competitor is providing good offers 5 Will recommend the products to 180 80.610 0.0001 others 6 Will persistently shift to the 180 38.828 0.0001 products of this company Statements McNemar's Test of Marginal Homogeneity Ho Accepted/ Ho Not Accepted 1 Paying Premium Prices Not Accepted 2 Start buying the products if Accepted price and quality are kept same 3 Will buy more products from Accepted the company 4 Continue buying the products Not Accepted even if competitor is providing good offers 5 Will recommend the products to Not Accepted others 6 Will persistently shift to the Not Accepted products of this company a. McNemar Test; b. Continuity Corrected Source: Authors' Survey Graph 1: Consumer Preferred CSR Domains Public libraries 8% Traditional and handicraft 12% Paraolympics sports and Olympics sports 14% Prime Minister's National Relief Fund 16% National heritage 17% Forces veterans, war widows and others 20% Technological skills and entrepreneur skills 20% Swachh Bharat Kosh' 21% Welfare of SC/ST, other backward classes 22% Old age homes and day care centers 24% Slum Area Development programs 24% Developing infrastructure 24% To reduce inequalities 30% Rural development projects 31% Maintaining quality of soil, air and water 32% Water purification programs 34% Environmental sustainability 44% Hunger, Poverty and Malnutrition 45% Promoting healthcare issues 46% Enhancing professional Skills 48% Gender equality and empowering women 60% Special education 64% Employment generation projects 88% Source: Authors' Survey Note: Table made from bar graph.