CSR and Consumer Demographics: Understanding Brand Equity Formation in FMCG companies
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CSR and Consumer Demographics: Understanding Brand Equity Formation in FMCG companies
Ankita Gulia, Dr. Dinesh Kumar
Research Scholar, Baba Mastnath University, Rohtak
Professor, Baba Mastnath University, Rohtak
ABSTRACT
This study investigates the role of corporate social responsibility (CSR) initiatives in shaping brand equity, with a specific focus on demographic factors such as age, gender, education, and occupation. Using survey-based analysis of FMCG consumers, the research explores how different demographic segments perceive CSR activities and how these perceptions influence trust, loyalty, and overall brand equity. The findings suggest that younger consumers and highly educated respondents are more responsive to CSR initiatives related to sustainability and ethical practices, while older consumers emphasize community welfare and traditional responsibility. Gender differences highlight varying expectations, with female consumers showing stronger alignment with CSR initiatives in health and social welfare, whereas male consumers emphasize economic and employment-related contributions. Occupational status further influences brand equity formation, as professionals value CSR-driven innovation and quality, while non-professionals prioritize affordability and accessibility. The study underscores that CSR effectiveness in enhancing brand equity is contingent upon tailoring initiatives to diverse demographic expectations.
Keywords: Corporate Social Responsibility, Brand Equity, FMCG Industry, Responsible Branding etc.
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