A Study on Impact of CSR Practices Adopted by Water Purifier Manufacturers for Building their Brands in Pune City

There are many definitions of Corporate Social Responsibility (CSR) evolved over the period of time. There were extensive research, discussions and deliberations made amongst academicians, corporates, consultants and research scholars to understand and study the concept of CSR. The historical trail of CSR found as late as 1950’s and first documentation of CSR has been done in the year 1999 by Carroll in USA.

In India, CSR looked as a social duty or charity. Hence, during early independence years corporate houses only focused on the concept of social wellbeing. India has seen four phases of CSR evolution. The changes witnessed in how businesses are being managed bringing in impact of CSR on the society, culture and environment.

The purpose of the study is to understand the concept of CSR and the recent developments in the water treatment companies with special reference to CSR activities. This paper examines how water purifier manufacturing companies view CSR practices. Also how consumer reacts towards these CSR activities and its impact on company's Brand.

This research paper is exploratory in nature. The primary data is collected through one on one interview using structured questionnaire. The target population covered is current users of water purifiers of various brands. The content analysis technique is used to analyze the secondary data to access the CSR practices of water purifier manufacturing companies.

The main finding of the study of this research paper reflects the marketing strategies of water purifier manufacturing companies. The key finding of a paper denotes the impact of CSR practices of water purifier manufacturing companies on the current users.

The study includes 120 current users of water purifiers of various brands responding the structured questionnaire.