PUBLIC PERCEPTION AND INVESTMENT PREFERENCE FOR THE COMPANIES CONTRIBUTING TO CSR

Abstract

The Corporate social responsibility concentrates on corporate goals to “give back to the society” or be converted into “agents of positive social change”. Therefore it is important to understand the people’s perception for corporate social responsibility and their investment preference in companies contributing to CSR. To know people’s perception of CSR the descriptive research design has been used and the data has been collected from 285 individuals of Ahmedabad city through structured questionnaire using random sampling method in the month of January and February 2021. The collected data has been tabulated and analyzed using frequency count, percentage, chi-square test, and multiple-regression. This study found that eighty five percent of the respondents are aware of CSR. The respondents believe that CCCSR are responsible companies and therefor people spread positive word-of-mouth for these companies but people are not ready to pay higher price for the products and services offered by these companies. Therefor companies should invest in CSR and this investment gives handsome financial and non-financial returns in the form of improved company reputation, customer satisfaction, trustworthiness, customer loyalty, investors’ confidence etc.