Corporate Social Responsibility and the Positioning Of Cigarette Brands on Customer Perspective

Suryadi, Harry (2008) Corporate Social Responsibility and the Positioning Of Cigarette Brands on Customer Perspective. Other thesis, Fakultas Ekonomi.

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Abstract

Companies have increasing pressure to maintaining profitability and their social behavior, while the consumers place the many aspects of corporate social responsibility in making purchasing decision on cigarette brands. This study aims to undentanding what kinds of CSR aspect that included on customer evaluation and purchasing decision. Besides that this thesis also reported the findings from indepth interview on customer's perspective about the positioning of cigarette brands on Padang.

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