CHAPTER-1

INTRODUCATION

MEANING OF CORPORATE SOCIAL RESPONSIBILITY (CSR)

Corporate social responsibility (CSR) is a self-regulating business model that
helps a company be socially accountable to itself, its stakeholders. Companies
that adopt CSR programs have often grown their business to the point where
they can give back to society. Thus, CSR is typically a strategy that's
implemented by large corporations. After all, the more visible and successful a
corporation is, the more responsibility it has to set standards of ethical
behavior for its peers, competition and industry.

DEFINITION OF CORPORATE SOCIAL RESPONSIBILITY (CSR)

In Green Paper-Corporate Social Responsibility was defined as: "The voluntary

integration of company's social and ecological concerns into their business
activities and their relationships with their stakeholders. Being socially
responsible means not only fully satisfying the applicable legal obligations but
also going beyond and investing 'more' in human capital, environment, and
stakeholder relations" (European Union, 2001).

CSR evolved from the voluntary choices of individual companies to mandatory

regulations at regional, national and international levels. However, many
companies choose to go beyond the legal requirements and embed the idea of
"doing good" into their business models. To ensure CSR authenticity, a
company should look at its values, business mission and core issues and
determine which initiatives best align with the business's goals and culture.
The business can do this internally or hire a third party to conduct an
assessment.

1
OBJECTIVES OF CSR

 CSR aim to embrace responsibility for the company's actions.

 Its basic objective of these days is to maximise the company's overall

impact on the society and stakeholder.

 To give back to the community in the best possible way in return to the
resources.

 To create awareness about the company & build its public profile.

 To maintain long run success of the business & achieve customer loyalty.

CONCEPT OF CSR

CSR strategies encourage the company to make a positive impact on

the environment and stakeholders, i.e. all the parties who have a
stake in the performance and output of the corporation.
Stakeholders include the company's employees, unions, investors,
suppliers, consumers, local and national governments, and
communities that may be affected by corporate activities such as
construction, manufacturing etc. Not all companies approach CSR in
the same way.

2
Their approach depends upon their resources, available assets, and
corporate culture. In addition, some companies perceive more
benefit from one type of CSR than another. The personal beliefs and
priorities of senior management/ownership can also influence the
company's approach to social responsibility.

There are many reasons for a company to embrace CSR practices. It

improves customers" perception of the brand. It's important for
companies to have a socially conscious image. Consumers,
employees, and stakeholders prioritize CSR when choosing a brand
or company, and they hold corporations accountable for effecting
social change with their beliefs, practices, and profits. "What the
public thinks of your company is critical to its success," said Katie
Schmidt, founder and lead designer of Passion Lilie. "By building a
positive image that you believe in, you can make a name for your
company as being socially conscious."

Sustainability has become such an important concept that it is

frequently used interchangeably with CSR. Indeed, for some
companies it seems that CSR is sustainability. Sustainability is a
concept derived from environmentalism; it originally referred to the
ability of a society or company to continue to operate without
compromising the planet's environmental condition in the future.
In other words, a sustainable corporation is one that can sustain its
current activities without adding to the world's environmental
problems.The Kantar Purpose 2020 study demonstrated a direct
correlation between perceived positive impact and brand value
growth. Companies that the public considers highly impactful
demonstrated a brand value growth of 175% over 12 years, while

3
businesses with a low positive impact showed only 70% growth.
Schmidt also said that sustainable development could help a
business financially. For example, using less packaging and less
energy can reduce production costs.

HISTORY OF CSR

The idea that companies do CSR and play an active role in the
sustainable development fight has its roots in the work of some
American managers in the 1950s. They thought that if companies no
longer focused only on their profits but also on the impact they have
on society and the environment, they'd have other kinds of benefits.
For example, if a company pays its employees better, it may spend
more on paying for salaries but on the other hand its workers
purchasing power increases and so do the chances that they buy the
company's products. As well, if a company better manages its
environmental impacts, it will save money in the short term by
avoiding fines and in the long term by passing the necessity to
manage natural disasters.

"The Social Responsibility of the Businessman" in which (Howard

Bowen, 1953) explains why companies should be interested in being
more socially and environmentally accountable and gave the first
"recognized" definition of CSR. Moreover, with the development of
environmental concerns in addition to economic and social issues in
the second half of the 20th century, corporate (social) responsibility
became a growing issue. More and more consumers started
becoming critical of companies and wanted them to be more
respectful of the laws, the environment, and more responsible in
general.

4
(Carroll, 1979) was one of the first researchers who debated and had
a big influence on the CSR concept. He claimed that the economic
category was the most important within social responsibility, and the
other three were ranked in the following decreasing order of
importance: legal, ethical and philanthropic. Carroll's paradigm
remains the most known within business, Carroll with this view,
offering CSR definition as "the social responsibility of business
encompasses the economic, legal, ethical, and discretionary
expectations that society has of organizations at a
given point in time.

THE GROWING IMPORTANCE OF CORPORATE SOCIAL

RESPONSIBILITY IN BUSINESS

5
1. CSR can help to attract and retain employees. One of the major reasons
people apply to various companies is because of their CSR strategy. CSR
strategy shows a company is compassionate and treats all people, including
employees, well and a business that is committed to improving the world is

likely to attract more talent. This shows how important employees take social
responsibility. CSR efforts also help foster a more productive and positive work
environment for employees. It promotes volunteering and positive efforts
among employees.

2. CSR can improve customers' perception of the brand. The competition in the
business world of today is stiff, and it can be quite challenging for a company
to set itself apart in the eyes of customers. However, businesses that take
social responsibility seriously can win consumers, as well as develop a platform
to market and earn their audience's attention. Simply put, social responsibility
can help people see the company as a positive force in society. The projects
that company and their team take on can help raise awareness for important
causes and keep the business top of mind. CSR is also important when it comes
to branding. To have a successful brand and retain customers, businesses must
create trust with their target audience, and having a CSR strategy can help
build a good reputation and in turn, earn trust and loyalty among clients.

3. CSR shows a sign of accountability to investors. Businesses that are socially

responsible can also appear more attractive to investors. Investors in a
business have one common goal to have greater returns than invested funds.
Most of them view businesses that are able to manage finances while still
helping their communities as accountable and transparent in their dealings.
According to a 2016 report by Aflac, investments in CSR are not typically
viewed by investors as a waste of money, but rather an "indicator of a
corporate culture less likely to produce expensive missteps like financial
fraud." The study said 61% of investors consider CSR a sign of "ethical
corporate behavior, which reduces investment risk."

6
4. CSR can enable the better engagement with customers.CSR can help the
business better engage with customers. Many forms of CSR involve businesses
interacting directly with members of society, who may also be customers or
potential customers. Company can get direct feedback on what they are doing
is right or wrong and what the company needs to be improve on. Word-of-
mouth is still an effective form of advertising, and customers who have been
part of the social responsibility created by a company are able to tell other
potential customers about the business (Chastity Heyward, 2020).

BENEFITS OF CORPORATE SOCIAL RESPONSIBILITY FOR BUSINESS

1. CSR increases employee engagement. Extensive research proves that CSR

and a strong sense of employee purpose actively contribute to increased
employee engagement. Employee engagement is not just a KPI to measure CSR
effectiveness, it's a positive metric to further other business performance
statistics. Engaged employees have a 17% increase in productivity, are 21%
more profitable, and can have 41% lower absenteeism. Giving back to the
community is a virtuous circle in which engaged employees are enriched by
volunteering opportunities that further engage and encourage them.

2. Presents press opportunities Impactful CSR can get excellent press. If the
organization is ever struggling to gain online popularity and interest, CSR
initiative could be the route to market. CSR program will help to create
fantastic boost in the brand awareness of the company and overall online
brand affinity. However, company should be cautious about their CSR efforts.
CSR that's not authentic has been called Greenwashing; if the company CSR
initiative seems too out of line with their mission and values, people can
question its purpose, even though it comes with good intent.

7
3. CSR supports local and global communities. For all of the fantastic benefits
the business gets from showcasing their CSR initiatives, it can be easy to
overlook its reason for being in the first place. CSR gives people the leverage
and the platform they need to make a difference in local and global
communities. Companies are often collections of like-minded, talented people
working towards a broader vision. If company had find a CSR program is in line
with the company's values, then the business truly has the opportunity to
create a substantial positive impact. TOMS is a fantastic example of how a
product-led CSR initiative can support global communities.

4. Increases customer retention and loyalty. Excellent CSR gives a company a

chance to showcase consistency and win loyalty, which ultimately converts
into customer retention and increased sales. Company should have faith in
their CSR initiative, and ensure that they are aligning with their customers'
values. In doing so, their customers will place their trust in their business and
remain loyal to their shared mission. According to Cialdini's six principles of
persuasion and proves to be a fantastic way for businesses to showcase they're
trustworthy. Research shows that 87% of Americans are more likely to buy a
product from a company that they can align their values with (Alaya by
benevity, 2020).

Resiprocity

8
 CHAPTER – II
REVIEW OF LITERATURE

A literature review is a search and evaluation of the available literature in your

given subject or chosen topic area. It documents the state of the art with
respect to the subject or topic you are writing about. It critically analyses the
information gathered by identifying gaps in current knowledge, by showing
limitations of theories and points of view.

(Wu Jiajun & Huang Wanying, 2020)' analysed in their paper titled "Impact of
CSR on Brand Equity: The Moderating Role of Consumer Involvement in CSR".
The results indicate that the degree of a firm's CSR positively impacts brand
awareness, perceived quality, and brand loyalty through empirical analysis.
Meanwhile, as a moderator, consumer involvement in CSR positively
moderates the relationship between the degree of a firm's CSR and perceived
quality but shows no significant moderating effects on the other two
associations. By uncovering the relationship between CSR and consumer-based
brand equity through the signaling theory and by introducing the variable of
consumer involvement in CSR, this study advances CSR research. It extends the
application of signaling theory in a new research area as well.

The study conducted to examine the Impact of CSR on Brand Image: A Survey
amongst Gen Z Consumers Perception toward a Supermarket Chain in Viet
Nam". The authors have learned, about supermarket chain in Viet Nam and
their findings demonstrated that ethical and philanthropic responsibilities are
cues for companies to developing brand image toward Gen 2 consumers. This
research results about CSR, brand image and Gen Z by exploring the influence
of CSR on Gen Z's perception of brand image. That CSR practices enhance

9
brand image encourages managers of the supermarket to continue investing in
CSR because customers tend to favor companies that are more socially
responsible.

Wu Jiajun, & Huang Wanying. (2020). The impact of CSR on Brand equity: The
moderating role of consumer involvement in CSR, DIVA

The Impact Of CSR On Brand Image: A Survey Amongst Gen Z Consumers'

Perception Toward A Supermarket Chain In Viet Nam. Research gate

(Abdul Waheed & Qingyu Zhang, 2020) analyzed in their paper titled "The
effect of CSR and Ethical Practices on Sustainable Competitive Performance: A
Case of Emerging Markets. from Stakeholder Theory Perspective". The study
conducted to reveal that CSR have positive relationships with ECL (Ethical
cultural practices). These researches also shows positive influence of ethical
cultural practices between corporate social responsibilities and sustainable
competitive performance respectively and the findings revealed the positive
mediating influence of ECL between CSRPs and SACP, respectively. This study
furnishes insightful information for management on how firms may achieve
sustainable performance by incorporating ethical cultural practices and
corporate social responsibility practices as the strategic tools.

Hadjer Bouakkaz & Houari Maaradj, 2017)' examined in their paper titled
"Building Brand Image through Corporate Social Responsibility Case Study on
Mobilis Telecommunication Company". This research investigates the impact
of corporate social responsibility on building brand image in the
telecommunication sector. Firms are using CSR to build brand image and to
establish long lasting relations with its stakeholders. However, the relationship
between brand image and corporate social responsibility is not been explored
adequately and it resulted that. social responsible activities of a firm enhance

10
the brand image. This research resulted that when the company's reputation
and brand image enhances it will increase the image of corporate social
responsibility.

(Hoi Wan Liu, Xiaoming Lu, & Mizan Rahman, 2017) examined in their paper
title "Impact of corporate social responsibility on customer loyalty: A case for
two global corporations in China". The authors explored that corporate social
responsibility initiatives have different impact on developing customer loyalty
in the context of two leading international sportswear companies operating in
China. Academic interest in CSR in China has grown over the years.

The findings suggest a relatively strong impact of CSR dimensions and other
related attributes on developing customer loyalty in China. There are topical
differences in China in relation to customers' CSR perceptions and have a
probability of being influenced by a company's CSR initiatives.

11
 CHAPTER – III

RESEARCH DESIGN

RESEARCH

Research is a systematic process of answering to the questions about events

and phenomena through the application of scientific methods. It is an act of
objective, impartial, empirical and logical analysis and recording of controlled
observations, principles or theories. According to John W. Creswell, "Research
is a process of steps used to collect and analyze information to increase our
understanding of a topic or issue".

RESEARCH DESIGN

A research design is a plan, structure and strategy of investigation so conceived

as to obtain answers to the research questions or problems. A research design
is a map developed to guide the research. It is a part of the planning stage of
research, a blueprint for the collection, measurement and analysis of data. A
research design is a framework of research methods and techniques chosen by
a researcher.

12
STATEMENT OF PROBLEM

The main research problem of this study is to understand the impact of

Corporate Social Responsibility on the Brand recognition of the company. The
purpose of this study is to examine how CSR help the company to do marketing
and increase the brand recognition and also contribute to the society and the
factors that affect the buying preference of the customer. The main focus of
this study is to analyze the awareness of the brand to the customer through.
Corporate Social Responsibility.

OBJECTIVES OF THE STUDY

 To ascertain the impact of CSR activities on brand recognition.

 To analyze an effect of CSR on the sales of the company.
 To access the relationship between CSR activities and customer trust.
 To analyze the customer preference towards Enokopp Pvt Ltd.

SCOPE OF THE STUDY

Corporate Social Responsibility (CSR) is an essential part of every

organisation, whether small or large, profit or non-profit oriented
organisation. CSR activities are mostly practiced by large scale firms with
large amount of contribution. This study focus on the CSR activities
practiced by Small and Medium Scale Enterprises (SME's). This study
represents comprehensive review about the CSR activities practiced by

13
Enokopp Pvt Ltd and its effects on the brand recognition of the company
and it also study the effect of CSR on the sales of the company.

RESEARCH METHODOLOGY

This research aimed to determine awareness level of customer through CSR

activities and also determine the customer preference and factors that
influence customers to buy the products of Enokopp Pvt Ltd.

Survey questionnaire was used to collect data from the customers of the
organisation because questionnaire can cover large population with lower
cost and shorter time. Self-adjusted questionnaire was adopted from past
studies and questions are formed keeping in mind the objectives to be
achieved.

SAMPLE SIZE

Sample is group of people, object or items that are taken from a large
population for measurement. The sample should be representative of the
population to ensure that we can generalize the finding from the research
sample to the population. The size of the sample is always less than the
total size of the population.

For the purpose of collecting data to support the research, the sample size
chosen was 100 respondents.

POPULATION

The total element of the universe from which the sample is selected for the
purpose of research is known as Population.

14
 The population selected for the research is the customers of the
Enokopp Pvt Ltd.

SAMPLE DESIGN

A sample design is the framework, which serves as the basis for the selection
of a survey sample and affects many other important aspects of a survey as
well. The sample design provides the basic plan by which a sample is selected
for the purpose of research.

Simple Random sampling was used to collect data. Simple Random Sampling is
a data collection technique where each individual is chosen entirely by chance
and each individual of the population has an equal opportunity of getting
selected, or probability of being selected.

The universe selected is Enokopp Pvt Ltd.

15
 CHAPTER - IV

PROFILE OF THE COMPANY

ENOKOPP PVT LTD is a small scale enterprise. It has its headquarters in

Bangalore, Karnataka and it was incorporated in the year 2017. It deals in
manufacturing of MCB box, Plugs and Sockets, Cables etc and also pioneer in
providing high-quality products tailored to the Indian market. They have their
manufacturing facilities in India; their mission is to provide more for less in
terms of design and monetary value. Enokopp prioritizes energy management
to control and conserve electrical energy for a brighter tomorrow for all.

Enokopp is trying to build specialist in electrical and digital building

infrastructure. They focus on leverage knowledge to customize offerings
locally, delivering end-to-end solutions across categories and sectors, from
residential and commercial, to hospitality and industrial. Enokopp has

16
progressively developed product ranges for wiring devices, home automation,
lighting management systems, cable management and structured cabling to
add to the core offerings of circuit breakers and distribution boards. An
employee base of over 100 in 3 offices spread across the country, 3
manufacturing facilities, and an extensive network of over 20-25 distributions
partners and more than 100 retailers consolidated Enokopp network, enabling
quickly penetrate new market and product segments, and generate
economies of scale.

They follow the principle of 'Frugal Engineering, and it shifts our focus from
"how to improve this product" to "how to make this product more accessible"
so that all our customers can say, "This makes sense. We continuously strive to
deliver high-quality products suited to the Indian market.

JOURNEY OF THE FIRM

From last 6 years, firm has developed the name in their market. In 2017,
Enokopp product was launched in the market with 6-7 varieties of the
products. Firm did not perform as it was accepted to perform in the market.
So, firm has circulated the feedback form so that they can meet the needs and
expectation of the customers. They found that the customers are not satisfied
with the quality of the products which launched by them. So their sales were
low in the year 2017. In 2018, firm worked on their product quality and pricing
strategy. During the year under review, Enokopp was accepted by the public, it
was over the expectation. In the same year they developed the product and
bought the new varieties of the product in the market. Still they were receiving
the complaints related to pricing. They were working on the pricing strategy,
they were facing problem to reduce their cost. So they started to make
products, which were essential for the production of the product rather than
purchasing it from other manufactures. In 2019, Firm started to grow and also
had a good amount of sales in that year. They also got award to capture the
market in limited time. They also entered e-commerce sector by starting their

17
operations through e-commerce platform. They started selling their product
through their website and other. business website. They also started their
marketing through social media marketing, In 2020, firm had to face lot of
crisis due to covid-19, because of that their sales went down in that year. Then
to they took care of their workers who were working in their firm. They were
taking care of all their essentials and also realized the importance of helping
people. In covid-19 they started helping people who were in need and slowly
they started their CSR activities. In 2021, they have a capture good amount of
audience through their marketing in sales and also through their CSR activities.
Due to which they had a good amount of sales in that year.

GENERAL INFORMATION

Name of the firm-ENOKOPP PVT LTD

Status Sole Proprietorship

Founded 2017

Headquarters Bangalore, Karnataka, India

Owner-Mahendra Ratadiya, Vipul Ratadiya

Vision

We will take steps to understand how we can most effectively support the
needs of the local community and implement initiatives accordingly.

We recognize that our social, economic and environmental responsibilities to

these stakeholders are integral to our business.

We aim to demonstrate these responsibilities through our actions and within

our corporate policies.

18
We take seriously all feedback that we receive from our stakeholders and,
where possible, maintain open dialogue to ensure that we fulfill the
requirements outlined within this policy.

We are Maintaining quality of life by ensuring safe, efficient and convenient

and affordable use of electricity.

Mission

We shall ensure a high level of business performance while minimizing and

effectively managing risk ensuring that we uphold the values of honesty,
partnership and fairness in our relationships with all our stakeholders.

We shall encourage suppliers and contractors to adopt responsible business

policies and practices.

We shall encourage dialogue with local communities for mutual benefit.

We shall maintain a clear and fair employee remuneration policy.

We shall provide, and strive to maintain, a clean, healthy and safe working
environment of work.

We shall develop Environmental policies and objectives as part of the business

planning cycle.

Providing good quality of product with affordable price.

Tagline "Safety is our Priority"

PRODUCTS CATEGORIES

19
RCCB's

RCCB stands for Residual Current Circuit Breaker. RCCB is an electrical wiring
device that disconnects the circuit as soon as it detects a current leak to the
earth wire. It also protects against electric electrocution or shock caused by
direct contact. Range: RCCB's are available in 2 Pole (DP) and 4 pole (FP)
options.

SINGLE AND DOUBLE DOOR DB's

a. SPN

The term SPN stands for single phase and neutral'. This means that the circuit
has only one single phase input, with several single-phase outputs. The main
single phase supply cable comes into the board and the current is then
distributed to the different circuits like lights and plugs. Before the current
passes to the circuits, it first goes through circuit breakers. These circuit
breakers keep you safe by preventing the flow of current to the circuit in case
of current overload or voltage fluctuation. Range: SPN distribution boards are
available in 4-Way, 8-Way, 10-Way, 12-Way options.

b. TPN

TPN means a 4 Pole device with 4th Pole as Neutral. In TPN opening & closing
will open & close the Neutral. For TPN, protection applies to the current flows
through only 3 poles (Three Phase) only; there is no
protection for the currentlow through the neutral pole. Neutral is just an
isolating pole. Range: TPN distribution boards are available in 4-Way, 6-Way,
and 8-Way options.

20
c. There are more varieties in Distribution Box (DB), rest of the them are
PLATIMUM DB, P-GOLD DB, OSSUM DB, ROYAL DB, PEARL DB, DELUXE DB,
WHITELINE DB ete. Each product is different from each other based on the
prices and the quality. Each product available ranges are 4 Way, 6 Way, 8 Way,
10 Way, 12 Way and 16 Way.

MCB BOX AND MINI MCB's

MCB stands for Miniature Circuit Breakers. The MCB is an electromechanical

device that switches off the circuit automatically if an abnormality is detected.
The MCB easily senses the overcurrent caused by the short circuit. The
miniature circuit has a very straightforward working principle. Additionally, it
has two contacts; one fixed and the other movable. If the current increases,
the movable contacts are disconnected from the fixed contacts, making the
circuit open and disconnects them from the main supply.

Range: MCB Box is available in 2 Pole (DP) and 4 pole (FP) options.

METAL CLAD PLUG & SOCKET

A plug is the movable connector attached to an electrically operated device,

and the socket is fixed on equipment or a building structure and connected to
an energized electrical circuit. Ranges available from 20A/2P PLUG, 20A/3P
PLUG, 30A/3P PLUG, 20A/2P-SOCKET, 20A/3P-SOCKET, 30A/3P-SOCKET.

A.C BOX

21
This unit functions as the central location for circuit breakers within the AC
system. The safe supply from multiple sources such as shore power, generator
and inverter to each of the electrical consumers is controlled and the unit
functions as the central location for circuit breakers within the AC system.
Ranges available from 20/2 EMPTY, 20/3 EMPTY, 30/3 EMPTY, 20/2 FULL SET,
20/3 FULL SET, 30/3 FULL SET.

CABLES

Power cables are used for bulk transmission of alternating and direct current
power, especially using high-voltage cable. Electrical cables are extensively
used in building wiring for lighting, power and control circuits permanently
installed in buildings.

SOLATOR

An isolator is a device used for isolating a circuit or equipment from a source of

power. An isolator is a mechanical switching device that, in the open position,
allows for isolation of the input and output of a device. Range: Isolator is
available in 2 Pole (DP) and 4 pole (FP) options.

CHANGE OVER AND BUSBAR

A changeover switch is designed to transfer a house (or business) electricity

from the commercial power grid to a local generator when an outage occurs.
Also known as "transfer switches," they connect directly to the generator,
commercial power supply or line, and the house. Busbars, also known as
busbar trunking systems, distribute electricity with greater ease and flexibility
than some other more permanent forms of installation and distribution.

22
 CHAPTER - V
ANALYSIS AND
DATA INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Data analysis and interpretation is the process of assigning meaning to the

collected information and determining the conclusions, significance, and
implications of the findings. Data analysis is the process of cleaning,
transforming and modeling data to discover useful information. The purpose of
data analysis is to extract useful information from the data collected and taking
the decision based upon the data analysis.

The collected data is to be edited, coded, classified and then analysed to

extract meaningful information from the observed data. A number of tables
are prepared to bring out the main characteristics of the data.

From the analysis, interpretation can be drawn on the observation of the

study. Based on the findings of the study, the researcher is able to conclude on
the research problem used.

The questions in the questionnaire are asked in three different parts in

accordance with the objectives of the study:

23
To ascertain the impact of CSR activities on brand recognition.

To analyze an effect of CSR on the sales of the company.

To access the relationship between CSR activities and customer trust.

To analyze the customer preference towards ENOKOPP PVT LTD.

1. To ascertain the impact of CSR activities on brand recognition.

Question 1

Gender

a. Male

b. Female

c. Prefer not to say

Table 5.1: Table showing gender group of respondents.

Options

Male

Female

No. of respondents

75

25

Percentages

24
75%

25%

100

100%

Prefer not to say

Total

ANALYSIS

According to the survey, we can see that out of 100 respondents, 75% of the
respondents are male customers and 25% of the respondents are female
customers. Whereas no customer i.e. 0. respondents chose the option called
Prefer not to say.

INTERPRETATION

This question was asked to know the majority of the customer and according
to this analysis it is seen that as per the response 75% of the customer are
male and only 25% of the customer is female. It may be due to large no. of
male customers in the market as compare to the female customers.

25
 CHAPTER - VI
SUMMARY OF FINDINGS, CONCLUSION
AND SUGGESTIONS

SUMMARY OF FINDINGS

The study was carried out to find out if there is impact of corporate social
responsibility on brand recognition of the company and effect of CSR on the
customer preference. The summaries of findings of all the section of the
questions are as follows:

First section of the study was conducted to determine if there is any impact of
CSR activities on the brand recognition. The study indicates that CSR do have
an impact on the brand recognition and survey also shows that there is a
positive impact on the brand. recognition and it is also beneficiary to firm to
some extent.

Second section of the study was to determine relationship between CSR

activities and customer trust and preference. The study indicates that there is
an indirect relationship of CSR with the customers. Survey shows that CSR does
influence some customers to buy the product.

Third section of the study was to determine the customer preference towards
Enokopp.

26
This study helped to determine the different preferences of the customers,
their needs and their expectation with respect to the product of Enokopp and
survey also clearly showed the preference of customers, their wants and their
expectations with respect to the product of Enokopp.

Forth section of the study was to determine the effect of CSR on the sales of
the company. The study indicates that there is positive impact of CSR on the
sales of the company. Survey indicates there was averagely increment in the
sales irrespective of the year 2020, because there was a fall in sales
due to covid-19.

CONCLUSIONS

In conclusion, businesses can no longer operate with the sole aim of making
profits at the expense of the environment, society, economy, consumers and
employees. Companies need to consider how they can give back to society,
and this can help them to attract customers and keep their best employees.
Customer satisfaction and employee retention are the keys to any successful
business, after all. Corporate social responsibility (CSR) has been the subject of
increasing public scrutiny, and consumers have become more concerned about
whether enterprises are contributing to the betterment of society.

From this study conducted we can conclude that Corporate Social

Responsibilities have a positive impact on company's reputation and brand
recognition. This research shows that when the company's reputation
enhances it will increase the image of corporate social. responsibility. Similarly
when the brand image of the company's increases than the image of
company's corporate social responsibility also enhances.

27
From this study conducted we can conclude that CSR did increase the sales of
the company, we can see positive increment in the sales of the company
irrespective of the year 2020, because there was a downfall in the sale due the
lockdown in the country. CSR does also affect the profit of the company
because it is a small scale enterprise. According to law there are no mandatory
regulations to contribute in CSR. The findings of the research resulted that CSR
policies differ with turnover and profit.

From this study conducted we can conclude that there is indirect effect of CSR
on the customer trust. More than 50% of the respondents get emotionally
affected by the companies who are practicing CSR activities. CSR affect their
purchasing behavior and also help to build the trust among the customers.

From this study we can conclude that different customers have different
preference, needs, expectation with respect to the product of Enokopp. This
study examined customer preference with respect of price, quantity and
services. Most of the respondents are not satisfied by the services
rendered by the firm.

SUGGESTION

Firm should look after the customer expectations and their needs. They should
promote their product and make aware of CSR activities of the firm to their
customers. Firm have to do more marketing because some people are not
aware of the brand yet, they can use the social media platform like Instagram,
Facebook etc and so that they can market about their product as well as also
spread awareness about the CSR activities of the firm among their customers.

28
Firm should also focus on the improving their services, most of the customer
are dissatisfied by the services rendered by the firm. Firm should focus on the
service factors because it is one of the factors which retain the customers.

Doing CSR activities not only it helps to build the brand but it also affect the
turnover and the profit of the firm, which may further affect the production of
the small scale enterprise. There are no mandatory regulations to contribute in
CSR because for some small and medium enterprises it will not improve the
situation of companies, but simply may add to burden faced by them. Small or
medium enterprises should follow 'collective corporate social responsibilities,
(CCSR) through which a group of SMEs with similar sustainability needs support
and take up socially responsible activities, as a unit. SMEs can take help from
other organizations by making cluster or a group, which are ready to support
responsible business objectives and also help to achieve the social
responsibility.

The clusters provide a beneficial opportunity to SME's to adopt social

responsibilities collectively, which will serve the needs of the various
stakeholders like workers, community, environment, customers ete and
practice of CSR should be socio-culturally framed.

ANNEXURES

BIBLIOGRAPHY

Abhisekh Shah, Kaushik PS, & Priya Malebennure (2017). The Scope Of
Corporate Social Responsibility.

29
Campopiano Giovannaa, De Massis Alfredoa, & Cassia Lucio (2012). Corporate
Social Responsibility: A Survey Among SME's In Bergamo. Procedia Social and
Behavioral Sciences, 325-341.

Dr Anjali Bhatnagar, & Dr Anjali Arora (2020). Corporate Social Responsibility

During Covid-19 Pandemic: Response Of Select Indian Companies.
International Journal of Creative Research Thoughts, Volume 9, Issue 8.

Hadjer Bouakkaz, & Houari Maaradj. (2017). Building Brand Image Through
Corporate Social Responsibility Case Study On Mobilis Telecommunication
Company. Journal Economic Issue, Vol 8., 343-357.

Họ Thị Hai Thuy, & Ha Hien Minh (2020). The Impact Of CSR On Brand Image: A
Survey Amongst Gen Z Consumers' Perception Toward A Supermarket Chain In
Viet Nam. Research gate.

Imran Ali, Ana Isabel, Jiménez-Zarco, & Marta Bicho. (2015). Using Social Media
For CSR Communication And Engaging Stakeholders. Corporate Social
Responsibility in the Digital Age.

Won-Moo Hur, Hanna Kim, & Joon Hyo Jang, (2015), The Role Of Gender
Differences In The Impact Of CSR Perceptions On Corporate Marketing
Outcomes. Corporate Social Responsibility and Environmental Management,
vol. 23(6), 345-357.

Abdul Waheed, & Qingyu Zhang. (2020), Effect Of CSR And Ethical Practices On
Sustainable Competitive Performance: A Case Of Emerging Markets From
Stakeholder Theory Perspective. Journal of Business Ethics.

30
Abhishek Tripathi, & Dr. Anupama Bains (2013). A Study Of Indian CSR
Practices In Small And Medium Enterprises, International Journal of Advanced
Research in Management and Social Sciences.

Alaya by benevity, (2020). BENEFITS OF CORPORATE SOCIAL RESPONSIBILITY

FOR BUSINESS.

Carroll. (1979). Carrol Paradigm.

Chastity Heyward. (2020). The Growing Importance Of Social Responsibility In

Business,

Deepshikha. (n.d.). What are the limitations of CSR? The Company Ninja.

European Union. (2001). Corporate Social Responsibility. Green Paper.

Gautam Srivastava (2019). Impact Of CSR On Company's Reputation And Brand

Image. Global Journal of Enterprise Information System.

Hoi Wan Liu, Xiaoming Lu, & Mizan Rahman. (2017). The Impact Of Corporate
Social Responsibility On Customer Loyalty: A Case For Two Global Corporations
In China. Scholars Portal Jornals, 251-260.

31
Howard Bowen. (1953). Corporate Social Responsibility. The Social
Responsibility of the Businessman.

Indian express. (2011). Contribution of SME's to Indian GDP. Indian express.

Kirk Plangger, Douglas West, Hector Menendez, & Shintaro Okazaki. (2019).
Exploring Digital Corporate Social Responsibility Communications On Twitter.
Journal of Business Research, Volume 117, 675-682

Parveen Maan. (2014). CSR- Key Issues And Challenges in India, nternational
Journal of Science, Environment and Technolog, Vol. 3. No 6, 2038-2045.

Richa Gautam, & Anju Singh (2013). Corporate Social Responsibility Practices In
India: A Study Of Top 500 Companies. National Institute of Industrial
Engineering. Volume: 2, 41-56

Ruchi Tewari & Taral Pathak (2014). Sustainable CSR For Micro, Small And
Medium Enterprises. Journal of Management & Public Policy, Vol. 6, No. 1, 34-
44.

Sandhya Mishra (2016), Corporate Social Responsibility In Infosys Foundation.

32