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The consumer based empirical study was aimed to evaluate the proposition that Corporate Social Responsibility (CSR) initiatives, if implemented appropriately, may bolster the brand equity of tea brands by influencing purchase intention of the consumers. Data were collected using a questionnaire based survey among 322 respondents residing in Kolkata, the populous Indian metropolis. The respondents ranked and rated the cognitive social outlooks that might influence the purchase decision of selected tea brands and the involvement of CSR components in enhancing the brand equity was analysed. Besides favouring flavour and taste, the respondents exhibited loyalty for the brands which campaign for the cause of social awareness. They were conscious about pricing although they could relate it with the quality of the brand. They seemed to associate themselves with their preferred brand and its social objectives and expressed a clear imagery about it. Differential involvement of the CSR components in influencing the brand image of the tea brands was perceived by the respondents. The findings demarcate the possible line of thoughts for CSR initiatives by concerned entrepreneurs for promoting the global beverage brands in the oriental metropolis. The observation challenges the customary ideology about the so called low involvement Fast-Moving Consumer Goods (FMCG) brands and widens the vista of emotional attachment of the consumers for preferred tea brands. The study is first of its kind to fathom the impact of CSR on consumers with relation to making of purchase decision for tea brands.

DO YOU BOTHER WITH THE SOCIAL IMAGE OF A TEA BRAND WHILE LOADING YOUR TROLLEY?