CONSUMER IDENTIFICATION AS A RESULT OF ECONOMIC AND PHILANTHROPIC CORPORATE SOCIAL RESPONSIBILITY IN SAFARICOM LIMITED COMPANY OF KAJIADO COUNTY, KENYA (Published)
Consumers’ identification (CI) has become a focus for many companies. Consumer’s self expression is indeed vital and has to be understood by organizations, who are jostling for a share of consumers’ identity. Significant changes in marketing in the last ten years have brought dramatic changes in which consumers’ can express their identities. The main driver has been one on one marketing and mass customization. This study sought to establish the effect of economic and philanthropic corporate social responsibility on Consumer identification among Safaricom Company limited consumers in Kajiado County. The study was based on the hypothesis that there is no relationship between economic CSR and consumer identification and that Philanthropic CSR has no effect on Consumer Identification. Cluster sampling was used to obtain a sample size of 325 respondents who were used in the data collection procedure by use of questionnaires. The study found out that both economic CSR and philanthropic CSR had a positive significant relationship with consumer identification rejecting the applied Hypothesis
Keywords: Consumer Identification, Corporate Social Responsibility, Economic CSR, Philanthropic CSR