THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER BEHAVIOUR IN THE RESTAURANT INDUSTRY OF INDORE

The fundamental purpose of this Study is to examine the influence of Corporate Social Responsibility (CSR) initiatives on customer behaviour in the restaurant field. Moreover, this study gives a general look at current practices of CSR in the restaurant industry of Indore. Three restaurant owners in Indore were interviewed about current practices of CSR at their restaurants. Meanwhile, one hundred random customers at the local restaurants were asked in questionnaires about their reaction to different CSR activities. The analysis of both primary and secondary data indicates that CSR practices do have an impact on customer behaviour in restaurant context. However, not every CSR activity generates the same level of impact on customers. In addition, the study also reveals that restaurateurs in Indore have been doing sufficient practices of CSR at their restaurant even though they are not familiar with the term CSR.