Mridul Dixit 22014001514 Marketing Report.docx
Mridul Dixit 22014001514 Marketing Report.docx
Mridul Dixit 22014001514 Marketing Report.docx
71 Pages 3.6MB
Apr 13, 2024 3:20 PM GMT+5:30 Apr 13, 2024 3:22 PM GMT+5:30
Summary
PROJECT REPORT
ON
2
Submitted in partial fulfilment of the requirements for the award of the degree
of
to
Session 2023-24
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.
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.
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
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world. This study has helped us a lot in sharpening our knowledge and also
made us aware about the happenings of the business world.
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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
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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
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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......................................
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.
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.
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:
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Responsibility towards Customers:
3
Responsibility towards Employees:
3
Responsibility towards Government:
3
Suppliers, Creditors, and Others:
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Responsibility towards the Society in General:
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.
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.
The Ministry of Corporate Affairs and the standing committee on finance have contemplated
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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:
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.
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.
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
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.
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2. Tata Educational Infrastructure:
- Institute of Mathematics.
- Sukinda College.
2
4. Preservation of Culture and Heritage:
- Tribal cultural centers showcasing the legacy of nine tribes in Jharkhand and Orissa.
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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).
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6. Tata Motors Pollution Control:
- Tata Motors was the first Indian company to introduce vehicles with Euro norms, contributing to
pollution control.
- 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.
- Striving to implement Global Compact principles on human rights, labor, and the environment.
- Initiated community development activities in 1973, emphasizing better living standards for
employees' families and local residents.
12. Others:
- Vidyadhanam: Education.
- Vansundhara: Environment.
- 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
Historical Background:
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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
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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.
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.
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.
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.
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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.
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:
- 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.
- Assembles evidence on Tata firms' internationalization through mergers, acquisitions, and Greenfield
investments.
- Considers factors driving internationalization, including market access, raw materials, and
integration.
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- 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.
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.
- 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):
- 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.
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OBJECTIVE OF STUDY
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:
- 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.
- 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:
- Encourages Private Public Partnership (PPP) for CSR promotion, covering infrastructure, pollution,
child labor, and labor productivity.
- For Society:
- Focuses on developing infrastructure, environmental protection, and uplifting the rural populace.
- Positions the country as a better investment destination, potentially improving the Human
Development Index (H.D.I.).
- Indicates potential benefits, including increased profitability, revenue, customer satisfaction, and
building a positive reputation and brand equity.
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:
6. Qualitative Research:
7. Quantitative Research:
- Utilizes tools like bar diagrams and pie charts for analysis.
8. Data Analysis:
- 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.
concept.
Through this graph it is clearly visible that most people want the
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
Thus, most people want TATA to never stop CSR otherwise it may affect
THEAGE GROUPSPARTICIPANT
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
Male 78 65%
Female 42 35%
140
120
e 100
r
c 80 78
e
n 60
t
42
a 40 5
g
20
65% 35% 100%
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
No 4 3%
120
100
Yes
80 No
40
20
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%
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
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%
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.
No 6 5%
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
Price 48 40%
Bottleing 12 10%
Quantity 18 15%
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
Rarely 12 10%
Not available 6 5%
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
No 6 5%
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.
YES 84 70%
NO 36 30%
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
Television 48 60%
Add
POSMATERIALS 2 2.5%
Outdoor 2 2.5%
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
PEPSI 1 litre b 6 5%
120
100 %ofproductIn
%
40
Preferenceofproduct
20
CONCLUSION:
COCACOLA 12 10%
THUMSUP 24 20%
SPRITE 54 45%
FANTA 18 15%
LIMCA 12 10%
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
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
ALTERNATIVE HYPOTHESIS:
There is a significant relationship between the age of the participants and their
1
CHI-SQUARE TEST
NULL HYPOTHESIS:
There is no significant association between gender and the preferred occasion for
consuming soda.
ALTERNATEHYPOTHESIS:
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
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
Total 2.2773
DEGREEOFFREEDOM=(R-1) (C-1)
=(5-1)(2-1)
=4*1
=4
2.2773<9.488
Since determined worth of chi-square is lesser than the table worth, invalid
Result:
NULLHYPOTHESIS:
There is No critical connection between the orientation of the PARTICIPANT & the
ALTERNATEHYPOTHESIS:
Analysisforgender&selectioNof br&
variable Male Female
br&s X y Xy X2 Y2
Coke 08 04 32 64 16
Fanta 08 08 64 64 64
Limca 05 06 30 25 36
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
=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
- Above 80% of people are aware of the concept of CSR, with the majority being
youngsters.
- On a rating scale of 1 to 5, the majority (72%) strongly agree that companies must
involve in CSR.
- 61% consider CSR very important, 52% important, 26% neutral, 2% not important,
and 3% not at all important.
- Quality: 31.06
- Brand name: 31.4
- 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.
- Prominent CSR activities mentioned include education, hospitals, old age homes, and
electricity.
- A high percentage of people (82%) are satisfied with TATA's CSR activities.
- Majority believes that CSR activities will affect their purchase decisions.
- 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.
- 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.
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:
- 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.
- Conduct periodic reviews of CSR activities by every business entity to identify pitfalls
and areas that may have been overlooked.
5. Innovation in CSR:
- Prioritize innovation in CSR, exploring untouched areas and expanding the scope of
CSR initiatives.
- 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:
Conclusion:
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.
- 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.
- 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:
Importance of CSR:
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.
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.
- **CSR Status in India:** The study showcases various CSR activities, demonstrating
how Tata Group fulfills its responsibilities towards stakeholders.
- **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:
- 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.
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.
3. Fatma M., & Rahman Z., & Khan I., (24 March 2015), Building
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
7. Rahman H., & Singh R., (2019), An Overview of CSR Taken by Tata
Group.
• Google scholar
• Research gate
• Core
• Science Open
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)
b) No
c) Maybe
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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