The purpose of this study was to empirically investigate Corporate Social Responsibility (CSR) awareness and consumer purchasing decision-making of sachet water among University of Ghana students.
The study sought to find answers to the following questions: What is the awareness level of CSR activities of sachet water producers in Ghana among consumers? What are consumer perceptions about CSR activities of sachet water producers? How do CSR initiatives of sachet water producers influence purchasing behavior of customers?
A sample size of one hundred (100) consumers of sachet water was selected from University of Ghana for the study using the purposive random and convenience sampling method. The data obtained were analysed using Statistical Package for Social Sciences (SPSS 20.0) software. From the study, the researcher found out that, relatively fewer consumers of sachet water are aware of CSR activities of sachet water companies.
The study also discovered that more consumers highly perceived environmental friendly activities as corporate socially responsible. The study also revealed that, other factors such as product quality, brand, advertisements and price influence the purchasing decisions of sachet water buyers, even to a greater extent than CSR. It was found that consumers are particularly concerned about quality when buying sachet water.
However, CSR activities performed by sachet water companies were rated as a lesser factor that influence consumers stay and repurchase of sachet water. The researcher recommends, among other things, that regulatory bodies be firm in enforcing laws in corporate organizations. Again, CSR should be viewed as part of the code of ethics of any corporate organization, including sachet water companies. Also, the government should design national policies to set parameters for CSR in Ghana to reflect national needs.
Table of Contents
1. CHAPTER ONE: GENERAL INTODUCTION TO THE STUDY
1.1 Introduction
1.2 Background of Study
1.3 1.2 Statement of Problem
1.4 Objective of the Research
1.4.1 General Objective
1.4.2 Specific Objective
1.5 Statement of Hypotheses
1.6 Significance of the Study
2. CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
2.2 Theoretical Literature Review
2.2.1 Corporate Social Responsibility (CSR)
2.2.2 CSR and consumer purchasing attitudes
2.3 Empirical Literature Review
2.3.1 Corporate Social Responsibility (CSR)
2.3.2 Sachet water
2.3.3 Economic, Environmental and Health concerns on plastics
3. CHAPTER THREE: METHODOLOGY
3.1 Introduction
3.2 Research Design
3.2.1 Target Population
3.2.2 Sample Size
3.2.3 Sampling Technique
3.2.4 Research Instrument
3.2.5 Reliability and Validity
3.3 Overview of the Study Area
4. CHAPTER FOUR: DATA ANALYSES
4.1 Introduction
4.2 Demography of Respondents
4.3 Consumer Awareness of CSR activities of Sachet Water Companies
4.4 Knowledge Duration of Awareness
4.5. Community Perception of CSR of sachet water companies
4.6. Influence of CSR on Consumer Purchasing Decision
4.7 Testing Hypothesis
4.7.1 Hypothesis 1
4.7.2 Hypothesis 2
4.7.3 Hypothesis 3
4.7.4 Hypothesis 4
4.8 Discussion
4.9 Limitations of Study
5. CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
5.2 Summary
5.3 Findings
5.4 Conclusion
5.5 Recommendations
Objectives and Research Focus
This study empirically examines the awareness of Corporate Social Responsibility (CSR) among sachet water consumers at the University of Ghana and determines the extent to which these initiatives influence their purchasing decisions. The research aims to bridge the gap in existing literature regarding how small-scale enterprises, specifically in the water-vending industry, utilize CSR as a strategic tool in a market where consumers are primarily driven by factors such as quality, price, and brand image.
- Awareness levels of CSR activities among sachet water consumers.
- Consumer perceptions of environmental and social CSR initiatives.
- Influence of CSR activities on the purchasing behavior of sachet water users.
- Comparative impact of CSR versus traditional factors (price, quality, brand).
- Policy recommendations for CSR integration in small and medium-scale enterprises.
Excerpt from the Book
1.2 Background
Since Howard R. Bowen's 1953 work, Social Responsibilities of the Businessman, a work considered by many to be the first definitive book on the subject, Corporate Social Responsibility (CSR) has gained wider attention in both academic and public discourse. However, whenever CSR was discussed, especially in developing countries like Ghana, the focus was largely on Multi National Corporations (MNCs). The assumption is that these corporations rake in several profits from the poor consumer and unleash certain unintended consequences on society (Klein, 2004; Mohr & Webb, 2005; Prabu, Kline & Yang, 2009, Welker, Partridge & Hardin, 2011). Other discussions have also focused on conceptual models (Carroll, 1979) and how CSR affects company's financial performance (McGuire et al., 1988). Not much has been done on Small and Medium-Scale Enterprises (SMEs) like sachet water companies that also reserve ethical responsibilities on caring for the society and environment within which they operate. Particularly on sachet water businesses, literature is almost non-existent. Meanwhile, sachet water businesses have been number one cause of plastic pollution and associated problems. It has also been one of the thriving industries in the country.
Ghana has made tremendous progress in expanding accessibility of portable water on the road to achieving the Millennium Development Goals (MDGs). However, some significant number of Ghana’s population, still live without access to safe drinking water. It is estimated that about a billion people in our world today do not have safe source of water and a third of these people live in sub-Saharan Africa (Stoler J. et al, 2012). The stride Ghana has made was, partly, as a result of the revolution in water vending – the introduction of sachet drinking water. The consumption of sachet drinking water has seen astronomic increase in West Africa over the last decade (Stoler J. et al, 2012). The trend has stirred a lot of debate, with some governments threatening to ban the use of plastic entirely and/or slap industrial players with heavy fines, owing to growing economic, health and environmental concerns (Ampofo, n.d.).
Chapter Summaries
CHAPTER ONE: GENERAL INTODUCTION TO THE STUDY: This chapter introduces the research context, providing a background on CSR in Ghana's sachet water industry, the statement of the problem, and the specific objectives of the study.
CHAPTER TWO: LITERATURE REVIEW: This chapter reviews theoretical foundations of CSR and empirical studies related to consumer behavior, sachet water, and environmental impacts of plastic waste.
CHAPTER THREE: METHODOLOGY: This chapter describes the quantitative research design, sampling techniques, and data collection instruments used to analyze the consumer population at the University of Ghana.
CHAPTER FOUR: DATA ANALYSES: This chapter presents the empirical findings derived from the collected survey data, including demographic analysis, consumer awareness, perceptions, and the statistical testing of research hypotheses.
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS: This chapter summarizes the research outcomes, concludes on the influence of CSR on consumer behavior, and provides recommendations for policy makers and industry stakeholders.
Keywords
Corporate Social Responsibility, CSR, Sachet Water, Consumer Purchasing Decision, Ghana, University of Ghana, Environmental Sustainability, Plastic Pollution, Marketing, Brand Perception, Small and Medium-Scale Enterprises, Consumer Behavior, Water Vending, Ethical Consumption, Sanitation.
Frequently Asked Questions
What is the primary focus of this research?
The research investigates the relationship between Corporate Social Responsibility (CSR) awareness among sachet water consumers in Ghana and how these initiatives influence their actual purchasing decisions.
What key thematic areas are addressed?
The study covers the levels of consumer awareness regarding CSR, consumer perceptions of environmental and social initiatives, and the relative importance of CSR compared to standard market drivers like price and quality.
What is the central research question?
The core question is whether the awareness of CSR efforts by sachet water companies in Ghana significantly influences the purchasing choices of University of Ghana students.
Which methodology does the author employ?
The study uses a quantitative approach, utilizing structured, self-administered questionnaires distributed to a sample of 100 students, followed by statistical analysis using SPSS 20.0.
What does the main body of the work examine?
The main body examines the literature on CSR in developing economies, the specific context of the sachet water industry in Ghana, and a detailed statistical analysis of survey responses regarding CSR perception and its impact on brand selection.
Which keywords define this study?
The study is best characterized by terms such as Corporate Social Responsibility (CSR), consumer purchasing decision, sachet water, environmental sustainability, and small-scale enterprises.
Why did the researcher focus specifically on University of Ghana students?
The author selected this group because the university population is diverse, possesses an appreciable knowledge level regarding social issues, and represents a significant market segment for sachet water.
How do consumers rank CSR compared to product quality?
The research concludes that while CSR is recognized, factors such as product quality, branding, and advertisement exert a much stronger influence on purchasing decisions than CSR initiatives do.
- Citation du texte
- Eugene Agyei (Auteur), 2017, Corporate Social Responsibility Awareness and Consumer Purchasing Decision-Making of Sachet Water, Munich, GRIN Verlag, https://www.grin.com/document/370422
