IMPACT OF CSR ON CONSUMER BEHAVIOR AND BRAND LOYALTY IN PALGHAR: A STUDY OF HUL AND P&G’S CSR INITIATIVES IN CONTEXT OF VIKSIT BHARAT

The term Corporate Social Responsibility (CSR) is earning great significance in recent years.The level of awareness about CSR is high amongst consumers across the globe.Hence, businesses and firms can no longer afford to neglect CSR if they want a competitive edge over other similar businesses.Comprehending the rising importance of CSR, many companies have commenced to engage themselves in CSR activities in order to stay ahead of others and align with the Vision 2047 developmental goals of Viksit Bharat.Many researches have already been conducted in these areas however very little research has been found from consumer's point of view.The prime objective of this study is to determine the impact of CSR on consumer purchase behavior and brand loyalty within Palghar district of Maharashtra, India.This paper highlights the effectiveness of CSR strategies.It also elucidates consumers' perception towards CSR activities with reference to Hindustan Unilever Limited and Procter & Gamble.The paper also highlights the consumer awareness level of CSR campaigns of two major consumer goods industries (HUL and P&G).It would also aid readers in understanding the significance of CSR and how it will contribute in building environmentally and ethically responsible business practices.The study will provide valuable insights to other industries seeking to leverage CSR as a tool for building customer loyalty and brand loyalty. Methodology:The data collection comprises of a combo of primary and secondary sources.The primary data was collected through direct observations, a survey to determine consumers' perception, level of awareness and effectiveness of CSR activities.Research articles of high repute and magazines were referred to build base.