THE INFLUENCE OF SOCIAL RESPONSIBILITY PROJECTS ON PREFERENCE OF PRODUCTS AND SERVICES

Abstract

Author(s): Yeliz GENER

When preferring an organization’s products and services, consumers take into consideration all distinguishing features and the spirit and values of the organization. Masses showing buying behavior go through a decision-making process which is affected by many variables, and include the criteria that are important for them in the process. To equip the identity they created within the social structure with the most special attributes, organizations perform activities that bring their social aspects into forefront. Individuals who break free from traditional methods and approaches relating to preferences take into consideration how the organization provide benefits to the society and how they make efforts to raise awareness of public. The behavioral patterns of people relating to preferences show differences within the changing social structure and this non-standard structure prompts organizations to be in an ongoing process of transformation. Companies that include social responsibility projects in their corporate identity have an important position in customer perception and this plays a great role in the decision to buy any kind of products and services they produce

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