Cause-related Marketing
Answers marked with a * are required.
1. Introduction
  This survey aims to explore the best communication approach of cause-related marketing. In its simplest form, cause-related marketing is referred to as the tactics of companies linking the purchases of their products with donations to charity, i.e. when you buy Gap (PRODUCT) RED t-shirts; a percentage of the price is donated to the Global Fund for people with AIDS in Africa.
 
1. Would you choose to buy cause-related products if price and quality are equal? *
 
 
 
2. If no, why not?
      
 
 
 
3. On a scale of 1 to 5, 1 being NOT important and 5 being VERY important, how would you rate the following information that should be communicated by brands that do cause-related marketing? *
  1 2 3 4 5
Why the brand is supporting the specific cause
Donation size per purchase
Progress results (funds raised)
The brand’s other social initiatives to support the cause
 
 
 
4. Besides selling cause-related products, do you think companies should also provide platforms for consumers to donate directly to the non-profit or the cause? *
      
 
 
 
5. When considering purchasing a cause-related product, which of the following approaches of communicating donation size do you prefer? *
      
 
 
 
6. For each message, choose THREE of the promotional tools below that you think are most suited to inform and educate consumers. *
  Store display Sales representative TV spot Direct mail Product tag Website Brochure/leaflet Print media
Why the brand is supporting the specific cause
Donation size per purchase
Progress results (funds raised)
The brand’s other social initiatives to support the cause
 
 
 
Gap (PRODUCT) RED™ T-shirt 		 
 
 
7. Are you familiar with Gap (PRODUCT) RED™ T-shirts or accessories? *
      
 
 
 
8. Do you know other social initiatives of Gap that are related to AIDS/ Africa problems? *
      
 
 
 
9. Please indicate your age range. *
      
 
 
 
 
 

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