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MRIDUL DIXIT 22014001514 MARKETIN MRIDUL DIXIT


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Summary
PROJECT REPORT

ON

‘Impact of CSR activities on Brand Equity and Public Image’

2
Submitted in partial fulfilment of the requirements for the award of the degree
of

BACHELOR OF BUSINESS ADMINISTRATION

to

Chhatrapati Sahu Ji Maharaj University, Kanpur

Under the Guidance of Submitted by


Mr. Shubham Goenka Mridul Dixit
Asst. Prof. BBA-VI Sem
Roll No. 22014001514

Session 2023-24

PSIT College of Higher Education, Kanpur


DECLARATION

I hereby declare that the Project Report entitled “Impact of CSR activities on Brand Equity
1
and Public Image” submitted to PSIT College of Higher Education, Kanpur in partial
fulfilment of Degree of Bachelor of Business Administration is the original work conducted
by me. The information and data given in the report is authentic to the best of my knowledge.
This Project Report is not being submitted to any other University for award of any other
Degree, Diploma and Fellowship.

Place: Kanpur Mridul Dixit

Date: Roll No: 22014001514


PSIT COLLEGE OF HIGHER EDUCATION

CERTIFICATE

This is to certify that the Project Work entitled “Impact of CSR activities on Brand Equity and Public
Image” is a bonafide work of Student’s name (Roll No: 22014001514) BBA-IV Semester and has been
done under my supervision in partial fulfilment of the requirement for the award of BBA Degree from CSJM
University Kanpur.

This report neither full nor in part has been submitted before for awarding of any Degree/Diploma either from
this university or any other university. I am pleased to say that the performance of the student during the period
survey work was extremely satisfactory.

Ms. Garima Gupta Mr. Shubham Goenka


(HOD) Asst. Prof.
Date : (Project Guide)
Place:
4
PREFACE

Field study work is a part of management studies which is very important for
each and every student. The purpose of the study is to enhance the knowledge
and skills of the student and generate scope for the implementation of our
acquired skills and knowledge during our BBA course. It also helps to
acclimatize the student with the organization and the industry in which
organization works and gain knowledge of the happenings in the business
4
world. This study has helped us a lot in sharpening our knowledge and also
made us aware about the happenings of the business world.
5
ACKNOWLEDGEMENT

I would not have completed this project without the help, guidance and support

ofcertain people who acted as guides and friends along the way. I would like to
express my deepest and sincere thanks to my faculty guide Mr. Shubham
Goenka Sir, for his invaluable guidance and help. I would also like to thank our
college Dean, Dr. A.P.S. Bhaduria Sir and our H.O.D., Mrs. Garima Gupta
Mam who provided us an opportunity to present this report and have always
been supportive and helpful. The project could not be complete without their
2
support. I am also thankful to the companies whose secondary data has served
my purpose.I hope my project will give an idea about CORPORATE SOCIAL
7
RESPONSIBILITY and how it is followed along with its importance. I am also
thankful to all my friends and family members for their help in completing the
project. They acted as a continuous source of inspiration and motivated me
throughout the duration of the project helping me a lot in completing this
project.
Table of Content

Introduction..........................................................................
 Social Responsibility of Business......................................

 Meaning and Definition............................................


 Evolution of the Concept of Social Responsibility....
 Reason for the Growing Concern of CSR..................
 Voluntary Guidelines for CSR....................................
 Brand Equity...............................................................

Company Profile.....................................................................
 Tata’s CSR Initiatives...........................................................
 Tata Chemical Ltd. (TCL).....................................................
 Tata Tea.................................................................................
 Tisco......................................................................................
 Tata Relief Committee...........................................................
 Telco.......................................................................................
Literature Review.......................................................................
Objectives of Study....................................................................
Significance of Study.................................................................
Research Methodology..............................................................
 Statistical tools used...............................................................
Data Analysis.............................................................................
Findings......................................................................................
Recommendations......................................................................
Limitations.................................................................................
Conclusion.................................................................................
Reference...................................................................................
Annexure...................................................................................
INTRODUCTION

Over time, the concept of social responsibility of business has evolved significantly, reflecting a broader
understanding of the interdependence between businesses and society. In the early stages of
industrialization, businesses were primarily seen as profit-making entities with little regard for their
impact on the community or the environment. However, as societies developed and awareness grew
regarding the consequences of unchecked business practices, the notion of social responsibility began
to take shape.

The transition from a purely profit-centric approach to a more socially responsible one can be attributed
to various factors. One key influence was the realization that businesses operate within a larger social
framework, and their success is intricately linked to the well-being of the community and the
environment. This realization prompted a shift in perspective, with an increasing recognition that
businesses should not only pursue financial goals but also contribute positively to the societies in which
they operate.

Government regulations and legal frameworks also played a crucial role in shaping the evolution of
social responsibility. As societies recognized the need for checks and balances to prevent the exploitation
of resources and communities, governments began enacting laws to regulate business practices and
ensure adherence to ethical standards. These regulations often set the groundwork for businesses to
incorporate social and environmental considerations into their operations.

The concept of corporate social responsibility (CSR) gained prominence as a formalized approach to
integrating social and environmental concerns into business strategies. CSR emphasizes that businesses
should go beyond mere compliance with laws and actively engage in initiatives that benefit society at
large. This may include ethical sourcing of materials, environmentally sustainable practices,
philanthropic activities, and a commitment to fair labour practices.

Moreover, changing consumer preferences and a growing awareness among stakeholders, including
investors, further accelerated the evolution of social responsibility. Modern consumers are increasingly
inclined to support businesses that demonstrate a commitment to ethical and socially responsible
practices. Consequently, businesses have recognized the importance of aligning their values with those
of their customers, not only for ethical reasons but also for long-term sustainability and profitability.

In conclusion, the evolution of the concept of social responsibility of business signifies a shift from a
narrow focus on profit maximization to a more holistic approach that considers the well-being of society
and the environment. This transformation reflects an understanding that businesses are integral parts of
larger social ecosystems and must actively contribute to the betterment of communities and the
preservation of the planet.

Reasons for the Growing Concern of CSR:

1. Create Wealth, but do not Ignore Society: The essence of CSR lies in businesses continuing to
create wealth while aligning their operations with societal expectations. It emphasizes the need for
businesses to grow in a manner that respects and contributes positively to the larger community.

2. A Healthy Business Cannot Exist in a Sick Society: Recognizing the interconnectedness of


businesses and society, this point emphasizes that businesses cannot thrive in isolation. The well-being
of a business is closely tied to the health of the society it operates in. Ignoring societal interests can have
detrimental effects on the long-term success of the business.

3. CSR is Inexpensive Insurance: Social responsibility acts as a cost-effective insurance policy for
businesses. It suggests that by proactively addressing societal concerns, businesses can avoid
government intervention, which might be less efficient and more restrictive. CSR, in this context,
becomes a strategic tool to prevent regulatory burdens.

4. Profit Motive is the Villain: CSR does not condemn profit-making; rather, it calls for the
rationalization of profits. It advocates for businesses to share their surplus wealth equitably among all
stakeholders, not just shareholders. This perspective challenges the traditional focus solely on
maximizing shareholder value.

5. Conflicting Interests: CSR does not require businesses to meet every societal demand but
emphasizes responsible behavior. It acknowledges that businesses can pursue profits while ensuring that
their activities do not compromise ethical, social, or environmental standards.
Social Responsibility of Business towards Various Groups:

Responsibility towards Shareholders:

1. Ensuring a fair return on shareholders' investments through adequate profit.

2. Keeping shareholders informed about the organization's functioning.

3. Strengthening and consolidating the enterprise's position.

3
Responsibility towards Customers:

1. Supplying goods and services at fair and reasonable prices.

2. Ensuring good quality of goods and services.

3. Providing after-sales services.

3
Responsibility towards Employees:

1. Offering fair wages to employees.

2. Providing adequate training and development opportunities.

3. Ensuring reasonable opportunities for promotion.

3
Responsibility towards Government:

1. Abiding by all relevant government legislation.

2. Maintaining fair trade policies and practices.

3. Paying all duties and taxes owed.

3
Suppliers, Creditors, and Others:

1. Ensuring prompt payment to suppliers.

2. Prompt payment of interest to lenders.


3. Furnishing accurate information to creditors, financial institutions, and suppliers.

3
Responsibility towards the Society in General:

1. Extending general amenities to society.

2. Assisting in improving the standard of living of the community.

3. Avoiding pollution of the environment.

These responsibilities collectively reflect a comprehensive approach to CSR, demonstrating a


commitment to ethical business practices and contributing positively to the well-being of various
stakeholders and society at large.

Voluntary Guidelines for Corporate Social Responsibility:

The Ministry of Corporate Affairs in 2009 laid down voluntary guidelines to promote Corporate Social
Responsibility (CSR) in businesses. These guidelines emphasize several key principles:

Care for All Stakeholders: Encourages businesses to consider the welfare of all stakeholders, including
employees, customers, suppliers, and the communities in which they operate.

Ethical Functioning: Advocates for ethical business practices, ensuring that companies adhere to moral
and legal standards in their operations.
Respect for Worker’s Rights and Welfare: Highlights the importance of respecting the rights and welfare
of workers, promoting fair labor practices and a safe working environment.

Respect for Human Rights: Calls for companies to uphold and respect human rights in all aspects of
their operations, both within their organizations and throughout their supply chains.

Respect for Environment: Encourages environmentally sustainable practices, urging businesses to


minimize their ecological footprint and contribute to environmental preservation.

Conditioning for Social and Inclusive Development: Promotes initiatives that contribute to social
development and inclusivity, ensuring that businesses actively engage in activities that benefit broader
society.

Proposed Legislative Measures:

The Ministry of Corporate Affairs and the standing committee on finance have contemplated
8
incorporating provisions into the Companies Bill, 2009. These provisions would mandate companies
with a significant financial presence (net worth of Rs. 500 crore or more, turnover of Rs. 1000 crore or
more, or a net profit of Rs. 5 crore or more) to comply with a comprehensive CSR policy. This legislative
measure underscores the importance of formalizing CSR commitments and integrating them into the
core functioning of corporations.

Brand Equity:

Definition and Importance:


2
Brand equity, as defined by the American Marketing Association, is the value of a brand. It is determined
by consumer attitudes about positive brand attributes and the favorable consequences of brand use.
Positive brand equity holds several benefits for businesses:

Financial Benefits: Companies can charge premium prices for products with strong brand equity, leading
to increased revenue.

Brand Extensions: Positive brand equity can be transferred to related products, expanding the business's
product line and revenue streams.
Stock Price Enhancement: Strong brand equity can positively impact a company's stock price, reflecting
investor confidence in the brand's value.

Development of Brand Equity:

Brand equity evolves through a predictable model based on consumer experiences:

Awareness: Introducing the brand to the target audience, often through advertising, to gain attention.

Recognition: Building familiarity with the brand, enabling consumers to recognize it in various contexts.

Trial: Consumers try the brand, having recognized and understood its value proposition.

Preference: Positive experiences lead to the brand becoming the preferred choice.

Loyalty: After consistent positive experiences, consumers become loyal advocates, recommending and
exclusively choosing the brand.

Components of Brand Equity:


Brand Awareness: Customers are aware of the brand and can associate it with a specific product or
category.

Brand Associations: Anything customers relate to the brand, such as employees, color, advertisements,
etc.

Perceived Quality: Evaluation of the brand's quality compared to competitors, building a perceived
image.

Brand Experience: Aggregate of customer experiences with the product and the brand, including pre-
sale, sale, and post-sale interactions.

Brand Preference: Indicator of strong brand equity, allowing a brand to charge more for the same
product.

Brand Loyalty: Repeat selection of one brand over others, leading to repetitive sales and positive word-
of-mouth marketing.

Understanding and actively managing these components contribute to the development and maintenance
of positive brand equity, offering a range of benefits for companies in the competitive business
landscape.
COMPANY PROFILE

Tata Group: A Legacy of Values and Corporate Social Responsibility (CSR):**

Historical Overview:

The Tata Group, established in the late 19th century, played a pivotal role in shaping India's industrial
landscape during its struggle for independence. Founded by Sir Jamsetji Nusserwanji Tata in 1868, the
Group has been a pioneer in sectors like steel, electricity, hospitality, and aviation. The early years were
marked by a spirit of nationalism, with the founders intertwining commercial prospects with
governmental development.
Core Values Guiding Tata Group:

The Tata Group has upheld its commitment to business principles and corporate social responsibility for
over a century. Rooted in the Zoroastrian faith's tenets of Humata, Hukhta, and Hvarshta (good thoughts,
good words, and good acts), the Group has embraced five core values:

1. Integrity: Acting honorably, honestly, and openly in all business dealings, with actions standing up to
public scrutiny.

2. Understanding: Demonstrating kindness, respect, compassion, and humanity towards global co-
workers and clients, working for the benefit of communities served.

3. Excellence: Striving for the highest standards in daily work and the quality of products and services
offered.

4. Unity: Forging strong bonds based on acceptance, comprehension, and mutual cooperation with group
members, clients, and partners globally.

5.Responsibility: Remaining accountable and considerate to the nations, communities, and


environments in which they operate.

CSR Initiatives of Tata Group:


1. Tata Health Infrastructure:

- Tata Main Hospital at Jamshedpur.

- Lifeline Express: A hospital on wheels.

2
2. Tata Educational Infrastructure:

- Institute of Mathematics.

- Sukinda College.

- Joda College Centenary Learning Centre.

3. Tata Sports Infrastructure:

- Tata Athletics Academy.

- Tata Archery Academy.

- Tata Football Academy.

2
4. Preservation of Culture and Heritage:

- Contribution to setting up the National Centre for Performing Arts in Mumbai.

- Tribal cultural centers showcasing the legacy of nine tribes in Jharkhand and Orissa.

- Gramshree Mela activities.

6
5. Support for Social Welfare Organizations:

- Tata Steel supports various social welfare organizations, including Tata Steel Rural Development
Society, Tribal Cultural Society, Tata Steel Foundation for Family Initiatives, National Association for
the Blind, Shishu Niketan School of Hope, Centre for Hearing Impaired Children, and the Indian Red
Cross Society (East Singhbhum).

6
6. Tata Motors Pollution Control:
- Tata Motors was the first Indian company to introduce vehicles with Euro norms, contributing to
pollution control.

7. Tata Chemicals Ltd (TCL):

- Ran the world's first hospital on wheels - the Lifeline Express, through Jamnagar district, showcasing
a commitment to healthcare.

8. Tata Tea:

- Established the Srishti Welfare Centre at Munnar, demonstrating a dedication to the needs of
differently-abled individuals.

9. TISCO (Tata Iron and Steel Company):

- Striving to implement Global Compact principles on human rights, labor, and the environment.

10. Tata Relief Committee (TRC):

- Works to provide relief in disaster-affected areas, showcasing a commitment to humanitarian causes.

11. TELCO (Tata Engineering and Locomotive Co. Ltd.):

- Initiated community development activities in 1973, emphasizing better living standards for
employees' families and local residents.

12. Others:

- Aarogya: Healthcare center.

- Vidyadhanam: Education.

- Vansundhara: Environment.

- Amrutdhara: Drinking water.

- Seva: Volunteering.
These initiatives reflect the Tata Group's commitment to the well-being of society, encompassing
healthcare, education, sports, cultural preservation, and social welfare, showcasing a holistic approach
to corporate social responsibility.

LITERATURE REVIEW

Corporate Social Responsibility (CSR): A Case Study of TATA Group

Historical Background:
5
The concept of Corporate Social Responsibility (CSR) originated in the 1950s in the USA but gained
prevalence in the early 1970s. During this time, the USA faced social problems such as poverty,
unemployment, and pollution, leading to a significant fall in the value of the Dollar. CSR became crucial
2
as diverse groups demanded changes in business practices. In the 1980s to 2000, corporations began
recognizing and accepting their responsibility towards society.

Definition of CSR:

CSR focuses on wealth creation for the optimal benefit of all stakeholders, including shareholders,
employees, customers, the environment, and society at large. Stakeholders, as defined by R. Edward
Freeman in 1984, go beyond shareholders, encompassing all those impacted by an organization's
performance directly or indirectly. According to Bowen and Frederick, CSR involves businesses
fulfilling responsibilities to pursue policies, make decisions, or maintain relationships aligned with
societal goals and values.

Tata Group's Core Values:

The Tata Group, a values-driven organization, follows five core values:

1. Integrity: Acting honorably, honestly, and openly in all business dealings.

2. Understanding: Demonstrating kindness, respect, compassion, and humanity towards global co-
workers and clients.

3. Excellence: Striving for the highest standards in daily work and the quality of products and services.

4. Unity: Forging strong bonds based on acceptance, comprehension, and mutual cooperation.

5. Responsibility: Remaining accountable and considerate to the nations, communities, and


environments in which they operate.

CSR Initiatives of Tata Group:

Tata Group has undertaken various CSR initiatives across different sectors, showcasing a commitment
to societal well-being. These initiatives include health infrastructure, educational infrastructure, sports
infrastructure, preservation of culture and heritage, and support for social welfare organizations. Notable
projects include the Tata Main Hospital, Lifeline Express, Institute of Mathematics, Tata Athletics
Academy, and contributions to cultural and heritage initiatives.

Evolution of CSR in Emerging Economies:

The role of business in society has evolved significantly in India, a demographic welfare state. The
changing landscape demands businesses to contribute to societal well-being beyond their economic
roles. The concept of CSR was first mentioned in 1953 and gained popularity in the 1990s when
companies like Betapharm in Germany implemented CSR. In India, businesses are shifting perspectives
on CSR, viewing it as a crucial bridge between organizations and society, addressing gaps between the
privileged and the disadvantaged.

CSR and Brand Equity:


CSR is considered a strategic investment for reputation building and maintenance. It acts as an
organizational resource offering both internal and external advantages. The relationship between
corporate reputation and consumer behavior outcomes is influenced by horizontal and vertical
differentiation. Understanding these differences is crucial before utilizing CSR to differentiate a product.

11
Brand Equity Measurement:

Brand Equity (BE) describes the additional usefulness or overall value a product receives from its brand
name. It can be measured using financial approaches (stock price movement, accounting-based value)
or customer-related approaches (perceptual and behavioral). CSR efforts contribute significantly to a
firm's BE, reflecting the co-creative relationship between a brand and its customers.

In summary, CSR is integral to the Tata Group's ethos, aligning with its core values and contributing to
societal well-being across various sectors. The case study underscores the evolving role of CSR in global
and emerging economies, emphasizing its impact on corporate reputation and brand equity.

Corporate Social Responsibility in Family Business – A Case Study of Tata Steel

Several studies and case analyses have explored Corporate Social Responsibility (CSR) within the
context of Tata Group, particularly Tata Steel. Here are key insights from various research papers:

1. Trust and CSR in India (Prema S. & Singla A., 2003):

- Examines repercussions of CSR efforts globally, including in India.

- Reviews criteria for rating India's most reputable businesses and CSR initiatives by various
companies, including Tata Group.

- Investigates CSR drivers and topics in corporate policies using a comparative diagram.

2. Internationalization of Tata Companies (Andrea Goldstein, 2008):

- Assembles evidence on Tata firms' internationalization through mergers, acquisitions, and Greenfield
investments.

- Considers factors driving internationalization, including market access, raw materials, and
integration.
10
- Explores implications of Tata's experience for the internationalization of large firms from India and
other emerging economies.

3. CSR as a Tool for Rebranding (Saikat Gochhait & Abhiram Gochhait, 2010):

- Argues for careful examination of CSR ratings by investors, customers, and stakeholders.

- Emphasizes the role of marketing and PR in shaping perceptions of CSR.

- Highlights corporate communications as a strategic tool for creating competitive advantage.

4. CSR Contribution post 26/11 Mumbai Attacks (Mahesh C. Pednekar & Nishikant Jha, 2011):

- Describes Tata Group's vision and mission emphasizing CSR, especially post the 26/11 Mumbai
terrorist attacks.

- Examines how the group's vision is translated into action through contributions during the attacks on
Taj Hotel, Mumbai.

5. Challenges in CSR in India (Nilesh R. Berad, 2011):

- Undertakes a national survey to understand the current situation of CSR in India.

- Focuses on the CSR practices of companies like Tata and Birla.

- Reviews the issues and challenges faced by CSR activities in India.

6. Measurement of CSR in India (Ramesh R.S. & Goel Puneeta, 2012):

- Studies and measures CSR in Indian organizations to guide decision-making.

- Evaluates corporate social responsibility performance and principles, providing a rating in an Indian
context.

7. CSR Case Study of Tata Group (Srivastava A. K., Negi G., Mishra V., & Pandey S., 2012):

- Highlights the integral role of business in the social system and its responsibility toward society.
- Analyzes CSR practices through a case study of the Tata Group, assessing fulfillment of
responsibilities towards stakeholders.

- Recommends the concept of private-public partnership (PPP) for effective CSR implementation.

8. Financially Based Brand Equity and CSR (Hui-Ming Deanna Wang, San Francisco State University,
2015):

- Explores the relationship between CSR and brand equity.

- Defines corporate social performance (CSP) as a measure of a company's overall CSR performance.

- Highlights the impact of CSR on brand equity, emphasizing the additional value a brand brings to a
company.

These studies collectively provide a comprehensive understanding of Tata Group's CSR initiatives, their
impact, and the broader implications for businesses in India and globally.

2
OBJECTIVE OF STUDY

 To understand the concept of CSR.

 To find out the scope of CSR.

 To find out the perception of people towards CSR.


2
 To study the CSR status in India by studying how Tata group has fulfilled its
responsibility towards all stakeholders; what specific activities, programs and
strategies it has set, devised and implemented for the same.
 To develop a connection between brand equity and CSR.

 To investigate, using the Indian TATA Company as a case study, the effects of CSR on
brand equity.
SIGNIFICANCE OF STUDY

India's social landscape presents significant challenges, with a large rural population facing issues like
limited access to healthcare, education, and basic amenities. The government alone cannot uplift the
oppressed, necessitating the active involvement of corporate entities and non-governmental
organizations (NGOs). Corporate Social Responsibility (CSR) emerges as a crucial avenue for these
entities to contribute to societal development.

Poilcy makers
Society
Economy
Individuals
Corporate houses
Key Points:

1. Corporate Role in Social Development:

- Corporations and NGOs should collaborate to address social issues such as healthcare, education,
environmental awareness, disaster management, and cultural enhancement.

- CSR initiatives contribute to societal progress and also enhance corporate sustainability and brand
recognition.

2. Benefits to Organizations:

- Organizations benefit from contributing to societal growth by establishing a stronger market presence
and building brand recognition.

- CSR should be integrated into the organizational strategy, viewing it as a key component for both
societal and corporate growth.

3. Government and NGO Accountability:

- Government, NGOs, and corporate entities share accountability for community development.

- Collective efforts from these entities can significantly contribute to uplifting the rural populace,
bringing tribes into the mainstream, and addressing various social issues.

2
4. Significance of the Study:

- For Policy Makers:

- Encourages Private Public Partnership (PPP) for CSR promotion, covering infrastructure, pollution,
child labor, and labor productivity.

- Emphasizes viewing CSR as an investment, contributing to goodwill and corporate image.

- For Society:

- Focuses on developing infrastructure, environmental protection, and uplifting the rural populace.

- Aims to integrate tribes into the mainstream, fostering inclusive development.


- For the Economy:
5
- Envisages increased growth rate through strategic CSR at political and corporate levels.

- Positions the country as a better investment destination, potentially improving the Human
Development Index (H.D.I.).

- For Individuals (General Public):

- Raises awareness about CSR among the general public.

- Encourages individuals to recognize the importance of businesses engaging in CSR activities.

- For Corporate Houses:

- Highlights the importance of fulfilling social responsibility.

- Indicates potential benefits, including increased profitability, revenue, customer satisfaction, and
building a positive reputation and brand equity.

In conclusion, the study underscores the intertwined relationship between corporate


entities, NGOs, government, and society in fostering holistic development. Implementing
CSR initiatives not only contributes to societal welfare but also aligns with strategic
business goals, creating a symbiotic relationship between corporate growth and societal
progress
RESEARCH METHODOLOGY

Research is a systematic pursuit of knowledge, involving the manipulation of things, concepts, or


symbols to extend, correct, or verify knowledge. It can be both an art and a scientific investigation.
Descriptive research, as conducted in this case, involves using questionnaires to gather information. The
project focuses on the consumers of Kanpur city and adopts a non-probability sampling method,
specifically convenience sampling.

Key Elements of the Research:

1. Population:

- The consumers of Kanpur city are considered the population for the survey.

2. Sampling Unit:
- A sample of 145 people who received the questionnaire through mail.

3. Sampling Procedure:

- Non-probability sampling, specifically convenience sampling, was used to select the sample.

- The questionnaire was distributed via Google Forms and shared through emails and social media.

4. Data Collection:

- Primary and secondary data were used to evaluate the study's objectives.

5. Statistical Tools:

- Statistical tools were employed for data analysis.

- Two main methods: Qualitative research and Quantitative research.

6. Qualitative Research:

- Focuses on describing characteristics without using numbers.

7. Quantitative Research:

- Focuses on numbers and quantity.

- Utilizes tools like bar diagrams and pie charts for analysis.

8. Data Analysis:

- After collecting data, it was tabulated and findings were presented.

- The project report emphasizes quantitative research, using bar diagrams and pie charts for data
analysis.

Conclusion:
The research methodology adopted a structured approach, combining both qualitative and quantitative
elements. Descriptive research, using questionnaires and statistical tools, provides valuable insights into
the preferences and opinions of consumers in Kanpur. The focus on quantitative analysis through visual
representations like bar diagrams and pie charts enhances the clarity and interpretation of the findings.

DATA ANALYSIS (with reference to TATA)


Through this graph we can see that majority of people are aware of the

concept o f C SR, only a small fraction of people is not aware of this

concept.

Through this graph it is clearly visible that most people want the

companies to indulge in CSR activities.


57 % of the people said that they were aware of the CSR activities being

performed by TATA.

Through above graph it was visible that many people are aware that

TAT A i nvolves itself in CSR but they are not exactly aware of the areas

in which it extends its CSR operations .


Majority of people are highly satisfied with TATA’s CSR initiatives.

Thus, most people want TATA to never stop CSR otherwise it may affect

their satisfaction for the product.


DATA STUDY (with reference of COCA COLA)

THEAGE GROUPSPARTICIPANT

Participant No. PARTICIPANT %


age

10-20yrs 30 30%

20-30yrs 45 37.5%

30-40yrs 21 17.5%

40-50yrs 9 7.5%

50&above 15 12.5%

40% Series 1
30%

20%
Series 1
10%

0%
10-20 years 20-30 years 30-40 years 40-50years 55 & above
CONCLUSION:

The figure depicts that 30% of the participant age in between 10 - 20 years & 37.5%
of the participant age is 20-30 years & 17.5% of the participant age is 30-40 years &
1
7.5% is 40-50yrs & simply 12.5% is North of 50 yrs age.
Since bigger piece of the PARTICIPANT are in the age social affair of 10-20 Coca
Cola association can zero in on this particular segment for advancing the business.
GENDER WISE CLASSIFICATION

GENDER NO.OFPARTICIPANT IN%

Male 78 65%

Female 42 35%

Total 120 100%

140

120

e 100
r
c 80 78
e
n 60
t
42
a 40 5
g
20
65% 35% 100%

MALE FEMALE TOTAL


gender

CONCLUSION:

The table tends to that 120 No.of the PARTICIPANT are male & female in
1
that 78
No.of the PARTICIPANT are male for instance 65% & the abundance 42 of the
PARTICIPANT are female i.e.35%.

Since most of shoppers are male, organization can more zero in on this section.
RESPONSES FOR CONSUMPTION OF COCACOLA

CATEGORY NO.OFPARTICIPANT IN%

Yes 116 97%

No 4 3%

Total 120 100%

120

100

Yes

80 No
40

20

NO. of PARTICIPANT In%

CONCLUSION:

The table depicts that No. of participant for the reaction Yes is more than the reaction
No to the thing client. For YES 97% of purchasers addressed where regarding NO 3%
of the customers replied.

TABLESHOWSTHEFREQUENCYOFCONSUMPTION
FREQUENCY NO.OFPARTICIPANT IN%

Sometimes 72 60%

ON FESTIVAL 48 40%

TOTAL 120 100%

NO.OFPARTICIPANT

ONCEINAWHILEO
N
OCCASIONSTOTA
L

CONCLUSION:

The chart portrays that the recurrence to the results of CocaCola is more Noteworthy
in sometimes than on events.
So it tends to be said the clients of the beverages are Now & again as per states of
environment.
PREFERABLE OCCASIONS TO HAVE SOFT DRINKS

CATEGORY NO.OF PARTICIPANT IN%

GATHERING 60 50%

MARRIAGE 24 20%

DINNERS 15 12.5%

CARNIVAL 12 10%

FAREWELLS 9 7.5%

NUMBEROFPARTICIPANT

GATHERING

MARRIAGE

DINNERS

CARNIVALFARE
WELL

CONCLUSION:

The outline portrays that the ideal events to have sodas has been
more Noteworthy during the gatherings, contrasted with the wedding events, suppers,
celebrations, toll well days.
BOTTLE NO.OFPARTICIPANT IN%

1.25BOTTLE 48 40%

1.5BOTTLE 18 15%

2BOTTLE 30 25%

ALLTHE THESE 24 20%

TOTAL 120 100%

Different bottleages Number of


PARTICIPANT

1.25lit1.5lit2lit

Alltheabove

CONCLUSION:

1
The graph portrays that the bundles of limit 1.25ltr , 2 ltr , 1.50 ltr , are consumed in
lower level & in the blended extent of all the three are additionally remembered for
the clients attitude.
So it gives the reasonable thought that the creation can be given significance to every
one of the bundles & as blended variations.
1
1.25LIT BOTTLE IS A BETTER REPLACEMENT FOR 1.5LIT BOTTLE.

CHANGEMENT NO.OF PARTICIPANT IN%

Yes 114 98%

No 6 5%

Total 120 100%

Replacement category Number of


PARTICIPANT

YesN
oTot
al

CONCLUSION:

1
Totally 98 % of PARTICIPANT told 1.25lit bottle is better exchange for 1.5lit bottle
So the association can zero in more on 1.25lit bottle.
The Reason of selection

Reason NO.OFPARTICIPANT IN%

Price 48 40%

Bottleing 12 10%

Quantity 18 15%

All the above 42 35%

Total 120 100%

120

100

Reasonforselection
80
NumberofPARTICIPANT

ReasonforselectionIn%
60

CONCLUSION:

1
From the above diagram it depicts that the reason for picking the thing Coca Cola is
all of the parts that are interlinkled to the thing accordingly the company needs to give
importance to all of the parts of the thing.
The Avaliability Of 1.25 bottle

Avaliability of product NO. OFPARTICIPANT IN %

All the time 102 85%

Rarely 12 10%

Not available 6 5%

Total 120 100%

TOTAL

NOTAVAILABLE IN%

RARELY NOF
PARTICIPANT

ALLTHETIME

0 20 40 60 80 100 120

CONCLUSION:
From the above chart it depicts that the avilability of the thing is by & large there
subsequently the thing should be preferably open to the clients in all necessities .

THETABLESHOWINGWHEATER1.25LITBOTTLEIS AFFORDABLEPRICE

Budget NO. OF PARTICIPANT IN %

Yes 114 95%

No 6 5%

Total 120 100%

120

100
NO.OF
PARTICIPANT
80
40 IN%

20

YES NO TOTAL
CONCLUSION:

From the above diagram it depict that the expense of the thing is sensible & the
association to stay aware of thier cost of creation & find the way that might more
diminished the expense of the thing.

Recognition NO.OF PARTICIPANT IN %

YES 84 70%

NO 36 30%

TOTAL 120 100%

120

100
NUMBEROF
PARTICIPANT
80
40 IN%

20

YES NO TOTAL
CONCLUSION:

From the above outline it portrays that the % of the thought in regards to the thing is
70% & it should made more that all the client of the sodas ought to be know about our
thing.

MEDIA OF PROMOTION

Media NO.OFPARTICIPANT IN%

Television 48 60%
Add
POSMATERIALS 2 2.5%

Outdoor 2 2.5%

Local seller 28 35%

Total 80 100%
Media of promotion No. of
PARTICIPANT

Television

POS

Outdoor

Local seller

CONCLUSION:

1
From the above chart it depicts that people know to the TV plug rather than the
outside media , so the compay can tyake moves toward fabricate the ways to deal with
familiraise the thing among the pulic

The Most Recognized Product

Recognization NO.OFPARTICIPANT IN%

PEPSI 1 litre b 6 5%

COCA COLA CO(1.25LIT- 114 95%


33/-)
TOTAL 120 100%
140

120

100 %ofproductIn

%
40
Preferenceofproduct
20

Pepsi&co(1lit- CocaCola Total


33/-) co(1.25lit-33/-)

CONCLUSION:

From the abvoe diagram it portrays that


1
the customers are generally reasonable
purchaseers & consistently really like to that in all the line of the prodcts , so the
organization needs to make decisin on that variate.
TABLESHOWINGTHE BR&PREFERENCE

PREFERENCE NO.OF PARTICIPANT IN%

COCACOLA 12 10%

THUMSUP 24 20%

SPRITE 54 45%

FANTA 18 15%

LIMCA 12 10%

TOTAL 120 100%

Coca
ColaThu
ms
upSpriteF
antaLimc
aTotal
CONCLUSION:From the above outline it portrays that br& inclination for the

premise kind of item is less & it has more grouping of the scope of the organization

items & presently the organization needs to concentration to familiraise the

fundamental result of the organization


1
CHI-SQUARE TEST

Age and Frequency of Consumption

The objective of this analysis is to determine if there is a significant relationship

between the age of the participants and their frequency of consuming sodas.

9
NULL HYPOTHESIS:

There is no significant relationship between the age of the participants and their

frequency of consuming sodas.

ALTERNATIVE HYPOTHESIS:

There is a significant relationship between the age of the participants and their

frequency of consuming sodas.

1
CHI-SQUARE TEST

Gender and Preferred Occasion

The aim of this analysis is to investigate if there is a significant relationship between

gender and the preferred occasion for consuming soda.

NULL HYPOTHESIS:
There is no significant association between gender and the preferred occasion for

consuming soda.

ALTERNATEHYPOTHESIS:

There is a tremendous distinction connection between orientation of the

PARTICIPANT & the event liked for the utilization of sodas.


Analysis forage & frequency of consumption

gender Male Female Total

occasion

Parties 32 22 54

Meetingfriends 20 8 28

Duringsummer 18 8 26

Thirsty 5 3 8

Anytime 3 1 4

Total 78 42 120
1
Calculation for gender &occasion preferred

Observed(O) Expected(E) (O-E) (O-E)2 (O-E)2/E

30 33 -3 9 0.2727

21 18 3 9 0.5

20 18 2 4 0.222

8 10 -2 4 0.4

18 16 2 4 0.25

7 9 -2 4 0.444

5 5.24 -0.24 0.0576 0.0109

3 2.75 0.25 0.0625 0.0227

3 2.62 0.38 0.1444 0.0551

1 1.37 -0.37 0.1369 0.0999

Total 2.2773
DEGREEOFFREEDOM=(R-1) (C-1)

=(5-1)(2-1)

=4*1

=4

Tablevalue at5% levelofsignificanceatdegreeoffreedom 4is9.488

2.2773<9.488

Since determined worth of chi-square is lesser than the table worth, invalid

speculation is ackNowledged & substitute theory is dismissed.

Result:

There is No critical connection between orientation of PARTICIPANT & inclination

of event for utilization of soda pops.


4.1.1KARLPEARSONCORRELATIONANALYSIS

The examination is done to kNow whether there is critical relationship in orientation

of the PARTICIPANT & the determination of explicit br& in Coca-Cola.

NULLHYPOTHESIS:

There is No critical connection between the orientation of the PARTICIPANT & the

choice of explicit br& in Coca-Cola organization.

ALTERNATEHYPOTHESIS:

There is a massive distinction connection between orientation of the PARTICIPANT

& the determination of explicit br& in Coca-Cola organization.

Analysisforgender&selectioNof br&
variable Male Female

br&s X y Xy X2 Y2

Coke 08 04 32 64 16

Thumsup 18 08 144 324 64

Sprite 38 14 532 1444 196

Fanta 08 08 64 64 64

Limca 05 06 30 25 36

Total 78 42 802 1921 376

St&arddeviatioNofx=√∑x2/n–(∑x/n)2

=√1921/5–(76/5)2

=12.4

St&arddeviatioNofy=√∑y2/n-(∑y/n)2

=√376/5-(40/5)2
=3.35

Cov(x,y) =∑xy/n-(∑x/n)(∑y/n)

=802/5-(76/5)(40/5)

=160.4-121.6

=38.8

Coefficient of correlation =Cov(xy)/⌐x*⌐y

=38.8/41.54

=0.9340

sincethe‗r‘valueexistbetween-1&+1thecorrelationispresent

Result:

There is a huge relationship exist between the orientation & the decision of choosing

the br& in the Coca-Cola organization


FINDINGS
Key Findings from the Research:

1. Awareness about CSR:

- Above 80% of people are aware of the concept of CSR, with the majority being
youngsters.

- 10% are not aware, and 10% are unsure.

2. Belief in Companies Involving in CSR:

- On a rating scale of 1 to 5, the majority (72%) strongly agree that companies must
involve in CSR.

- 28% agree, 35% are neutral, 5% disagree, and 4% strongly disagree.

3. Importance of CSR in Purchase Decision:

- 61% consider CSR very important, 52% important, 26% neutral, 2% not important,
and 3% not at all important.

- Majority sees brand as an important characteristic in purchasing decisions.

4. Frequency of Purchasing TATA Products:

- 24% very frequently, 52% frequently, 67% sometimes, and 5% never.

- Indicates that most people buy TATA products frequently.

5. Prioritization of Purchase Characteristics (Average Ratings):

- Quality: 31.06
- Brand name: 31.4

- Ethics and CSR: 31.2

- Price: 30.4

- Variety: 24.67

- Conclusion: For customers, brand name is the highest priority, followed by ethics and
CSR, brand quality, price, and variety.

6. Awareness of TATA's CSR Activities:

- 57 people were aware, 48 were not aware, and 45 were unsure.

- Prominent CSR activities mentioned include education, hospitals, old age homes, and
electricity.

7. Satisfaction Rate with TATA's CSR Activities:

- Ratings received: 7 for 1, 14 for 2, 41 for 3, 55 for 4, and 27 for 5.

- A high percentage of people (82%) are satisfied with TATA's CSR activities.

8. Impact of CSR on Purchase Decision:

- 48% say yes, 18% no, and 34% maybe.

- Majority believes that CSR activities will affect their purchase decisions.

9. Genuineness of CSR Involvement by Companies:

- 59% feel yes, 8% say no, and 33% say maybe.

- Majority believes that companies, including TATA, do not genuinely involve in social
causes and have hidden motives behind CSR.
Other Major Findings:
2
- Business, being an integral part of the social system, has a responsibility to care for
various needs of society.

- Resourceful businesses have a special responsibility to society.

- Social involvement enhances a harmonious relationship between society and business.

- Social involvement creates a better public image and goodwill, attracting customers,
personnel, and investors.

- The study acknowledges TATA's sincere efforts in the upliftment of rural and
economically backward areas.

RATING NO. OF PEOPLE

1 7

2 14

3 41

4 55

5 27

Conclusion:

The research indicates a high level of awareness, belief, and satisfaction regarding CSR
activities, especially those conducted by TATA. Customers prioritize brand name, ethics,
and CSR in their purchase decisions. However, there's skepticism about the genuineness
of CSR involvement by companies, highlighting the need for transparency and
authenticity in corporate social responsibility efforts. The study emphasizes the
significant role of businesses in contributing to societal development and building a
positive public image..
RECOMMENDATION
Recommendations Based on the Study:

1. Private-Public Partnership (PPP):

- Apply the concept of PPP for the effective implementation of CSR.

- Encourage collaboration between government and business houses to address societal


needs.

2. Role of Human Resource Department:

- Entrust the Human Resource department at both political and private levels with the
responsibility of measuring and evaluating CSR activities.

- Evaluate direct results such as economic and financial savings, and indirect results
like increased employee satisfaction and reduced turnover through staff surveys.

3. Periodic Review of CSR Activities:

- Conduct periodic reviews of CSR activities by every business entity to identify pitfalls
and areas that may have been overlooked.

- Ensure continuous improvement and alignment with societal needs.

4. Mandatory CSR Disclosure:

- Implement the mandatory disclosure requirement for companies with profits


exceeding a specified threshold in the Companies Bill 2011.

- Companies exceeding the threshold should contribute 2 percent of their profits


towards societal development.

5. Innovation in CSR:
- Prioritize innovation in CSR, exploring untouched areas and expanding the scope of
CSR initiatives.

- Develop innovative strategies for the formulation and implementation of CSR


programs.

6. Collaboration with NGOs:

- Encourage corporate organizations to collaborate with NGOs for CSR activities under
various schemes and projects.

- Recognize the crucial role of NGOs in uplifting the masses and addressing societal
challenges.

7. Environmental Responsibility:

- Corporate organizations should take fair steps to minimize hazardous carbon


emissions and address other environmental problems.

- Implement sustainable practices to ensure responsible business operations.

8. Monitoring and Transparency:

- Establish a robust monitoring system for recent implementations of CSR activities.

- Ensure transparent disclosure of CSR initiatives in financial statements to maintain


accountability and build trust.

Conclusion:

The recommendations focus on fostering collaboration, transparency, innovation, and


environmental responsibility in CSR activities. Encouraging private-public partnerships,
engaging Human Resource departments, and periodic reviews contribute to the
effectiveness of CSR initiatives. Mandatory disclosure and collaboration with NGOs
strengthen the impact of CSR on societal development. Additionally, emphasizing
environmental responsibility and ensuring transparent monitoring further enhance the
credibility of corporate organizations in fulfilling their social responsibilities.
Limitations of the Research:

1. Limited Resources:

- The primary data collection faced constraints due to limited resources, resulting in a
small sample size.

- The study relied on data collected from a small area of the city, Kanpur, which may
not represent the diverse perspectives present in a larger and more varied population.

2. Convenience Sampling:

- The data collection method involved convenience sampling, introducing potential bias
in the results.

- The majority of the sample consisted of individuals from the young age group (16 to
20 years), limiting the diversity of perspectives and potentially skewing the findings
towards the opinions of this age group.

3. Focus on a Single Company:

- The study exclusively focused on TATA Company, neglecting the exploration of other
companies.

- Results and attitudes toward CSR may vary for different companies, and conclusions
drawn for TATA may not be applicable to the broader corporate landscape.

4. Sector-Specific Research:

- The research was confined to a single sector, and the findings may not be generalizable
to other industries.

- Generalization of results is limited as the study concentrated on a specific sector and


a particular group of companies.
5. Methodological Simplicity:

- As an undergraduate student, the methodology used for analysis and interpretation


was relatively simple, primarily employing charts.

- The study did not utilize more advanced statistical measures, potentially limiting the
depth and comprehensiveness of the analysis.

Conclusion:

While the research provides valuable insights into the awareness and perceptions of CSR
among a specific demographic, it is essential to acknowledge its limitations. The
constraints related to sample size, sampling method, focus on a single company, sector-
specific nature, and methodological simplicity underscore the need for cautious
interpretation and the recognition that the findings may not be universally applicable.
Future research endeavors could address these limitations by adopting more robust
methodologies, diversifying the sample, and exploring multiple companies and sectors
for a more comprehensive understanding of CSR perceptions.
CONCLUSION
Conclusion and Implications:

In concluding this project, it becomes evident that maintaining a balance between


economic pursuits and social responsibility is crucial for the holistic development of
society. Corporate Social Responsibility (CSR) has evolved beyond being a mere
philanthropic gesture; it is now a strategic imperative for businesses. Every business
holds responsibilities toward society, the nation, and the global community, and these
responsibilities can be effectively discharged through efficient and impactful CSR
initiatives.

Importance of CSR:

The contemporary business landscape demands active engagement in CSR as


stakeholders, including the public, closely monitor corporate activities. The study
emphasizes the importance of performing CSR activities as an integral part of a
company's operations, contributing not only to societal welfare but also enhancing the
company's reputation and brand recognition.

Managerial Considerations:

Managers are urged to carefully consider the effects of their company's involvement in
CSR. They should be clear about the anticipated results and align CSR initiatives with
stakeholder demands and values. The notion of "fit" between CSR programs and
stakeholder expectations is highlighted as a critical factor in designing effective CSR
initiatives.

Positive Effects of CSR on Brand Equity:


The research findings affirm a positive relationship between CSR and Brand Equity (BE).
As seen in the case of the Tata Group, which has embodied CSR principles since before
the term gained prominence, CSR is not merely a goodwill exercise but an integral part
of the business philosophy. The commitment and importance accorded to CSR projects
by the Tata Group exemplify a unique blend of commercial practices and community
well-being.

Learnings from Tata Group:

The Tata Group's distinctive management style and business strategy, deeply rooted in
astute financial acumen and philanthropy, offer valuable lessons for emerging companies
globally. The Group's commitment to community development, demonstrated by
initiatives like rural development projects and support during the 2008 terrorist attack,
underscores the significance of harnessing growth for societal benefit.

Study Objectives Achieved:

The objectives of the study have been successfully achieved:

- **Understanding CSR:** The study comprehensively explores the concept, its


stakeholders, and the reasons behind its implementation.

- **Scope of CSR:** The scope is defined, encompassing responsibilities towards the


environment, workers, and the general public.

- **Perception of People:** The survey captures public perception, revealing positive


attitudes towards CSR initiatives by the Tata Group.

- **CSR Status in India:** The study showcases various CSR activities, demonstrating
how Tata Group fulfills its responsibilities towards stakeholders.

- **Relationship Between CSR and Brand Equity:** A positive relationship is


established, highlighting the impact of CSR on brand equity.

- **Impact of CSR on Tata Company:** The case study validates the hypothesis,
demonstrating the positive impact of CSR on the brand equity of Tata Company.
Recommendations:

Several recommendations arise from the study:

- Encourage private-public partnerships for effective CSR implementation.

- Entrust Human Resource departments with CSR measurement and evaluation


responsibilities.

- Conduct periodic reviews of CSR activities to identify areas for improvement.

- Advocate for mandatory CSR contributions by large companies through government


policies.

- Promote innovation in CSR strategies and collaborations with NGOs for more impactful
initiatives.

- Ensure fair environmental practices to mitigate harm to society and the environment.

- Establish transparent monitoring mechanisms for recent implementations and disclose


them in financial statements.

Limitations and Future Research:

The study acknowledges limitations, including a small sample size, convenience


sampling, focus on a single company, and methodological simplicity. Future research
endeavors could address these limitations by adopting more robust methodologies,
diversifying samples, exploring multiple companies and sectors, and employing
advanced statistical measures.

In essence, this research reinforces the integral role of CSR in contemporary business
practices, drawing inspiration from the exemplary CSR practices of the Tata Group. As
businesses continue to evolve, the study's findings contribute to the growing body of
knowledge on the positive outcomes of effective CSR implementation, not only for
societal welfare but also for the sustained growth and success of businesses.
Reference

This project has been done with the help of different books, magazines, journals and
websites. Summarizing them the concept of Corporate Social Responsibility has been
highlighted.

1. Srivastava A., & Negi G., & Mishra V., & Pandey S. (Sep.-Oct.

2012), Corporate Social Responsibility: A Case Study of TATA Group.


2. Agarwal, A., (February-2014), The New Spectrum of Corporate Social Responsibility in
Emerging Economies

3. Fatma M., & Rahman Z., & Khan I., (24 March 2015), Building

Company Reputation and Brand Equity Through CSR: The Mediating

Role of Trust

4. Rivera J., & Binge E., & Curras R., (2016), Effects of Corporate Social Responsibility
Perception on Consumer Satisfaction with The Brand.
5. Yang J., & Kelly B., (17 May 2018), The Impact of Corporate Social

Responsibility on Brand Equity

6. Yang J. & Basile K., (2018), The Impact of Corporate Social

Responsibility on Brand Equity.

7. Rahman H., & Singh R., (2019), An Overview of CSR Taken by Tata

Group.

8. Singh I., (2014), Corporate Social Responsibility - For Economic Growth.


9. Shah S., (2014), Corporate Social Responsibility: A Way of Life at the Tata Group.
Some other sources include: -

• Google scholar

• Google

• Research gate
• Core

• Directory of Open Access Journals

• Science Open

• ERIC (Education Resources Information Centre)


Annexure

1) Are you aware of the concept of CSR?

a) Yes

b) No

c) Not Sure

2) Do you believe that companies should involve in CSR activities? (On a Scale of 1 to 5)

3) Are you aware of any CSR activities of TATA?


a) Yes

b) No

c) Maybe

4) If yes, would you like to name any?

(On a Respondent’s view)

5) Rate your satisfaction with TATA’s CSR Activities:

a) 1

b) 2

c) 3

d) 4

e) 5

6) If TATA does not involve in any CSR activities, would it affect your satisfaction? a) Yes
b) No

c) Maybe
7) Do you feel that TATA generously cares for society and does not have any hidden motives
to involve in social work? a) Yes
b) No

c) Maybe
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