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    Selection of causes according to socio-demographic status in South Africa
    (Taylor and Fancis, 2011-06-21) Corbishley, Karen Margaret; Mason, Roger Bruce
    Cause related marketing links charities to the sales of products, brands, or services. The charity is mentioned in promotional campaigns and a percentage donated to the cause according to unit sales or turnover. This article aims to establish which charities are more popular with South African consumers, and whether different socio-demographic groups (age, gender, income, and education) prefer to support different causes. A quantitative study was conducted in South Africa using a structured questionnaire administered via interviews at shopping malls. Different groups were found to prefer to support considerably different causes and these causes were identified.