International Journal of Innovative Research and Development

Abstract

The study investigated the impact of Corporate Social Responsibility (CSR) on brand awareness with reference to Unilever Zimbabwe Private Ltd. Causal research design was employed in this study and a sample of 90 respondents was drawn from Harare CBD and company’ Head Office through the use of a simple random sampling technique. The findings revealed that the organization is much involved in donating to charities, environmental awareness activities, training for employees and information dissemination. However some activities were not mostly used by the organization such as donating for education, sponsorship of sport activities, poverty alleviation and provision of equal employment opportunities. Product attributes were also examined from the implementation of CSR programmes. The relationship between CSR and brand awareness was measured using regression coefficients and the relationship was tested on each product. The researcher found that there is a positive relationship between CSR and brand awareness. 

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Abstract

The objective of this research is to study the relationship between demographic factors (gender, age, income, and education levels) and consumers’ perceptions regarding valuables insurance in Zimbabwe. To do so, a survey was conducted by distributing 400 questionnaires to conveniently-chosen sample in Harare,, Zimbabwe. The Descriptive

Statistics was applied for data analysis. Majority of the respondents, 63% earn USA$1100 and more, 62% had valuables worthy more USA$2000 in their homes showing affordability and need of valuables insurance.  The results show that there is a significant difference in perceptions among age, income, gender and education levels. In addition, short-insurance companies are not doing enough to change the customer’s mind-set towards valuables insurance. Based on these results, it seems that Zimbabwe short-term insurance need to develop a marketing strategy to help the householders increase their perception towards valuables insurance.  Further discussion and managerial implications can be interpreted from these findings.

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