Designing and explaining the cause marketing model in the dairy food industry

In recent years, companies have used various competitive tools to sell products to customers due to increased competition, the proximity of products, and saturated markets. Supporting various activities and cause marketing is one of these methods that has attracted the attention of companies today. Therefore, this study aimed to design and explain the cause marketing model in the dairy food industry in 2021. This applied, the qualitative-quantitative study was conducted using a mixed method on 12 academic experts and managers of Pegah Dairy, Solico (Kale) Kalber Dairy, Sabah, and Mihan food companies. The sampling was performed through a targeted process and the snowball method and continued until reaching theoretical saturation. The statistical population of the quantitative part was the buyers of dairy products from branches of Refah and Shahrvand chain stores in Tehran, who were selected using the cluster sampling method of at least 384 samples. The data were coded and analyzed to reach the cause marketing model in the dairy food industry. First, basic concepts were produced, and in the first stage, 111 concepts were extracted from interviews with experts, then integrated and categorized into 74 basic concepts. These concepts were coded for greater coherence and better interpretation in 16 more abstract concepts, including resources and capabilities, campaign implementation, the views of company managers and stakeholders, people's beliefs, attitudes, values, demographic factors, social stimuli, and experience and awareness. The 16 concepts were categorized into four major dimensions related to the campaign, customers, company, and charity marketing results with MAXQDA software in the next step. A consensus was reached among the experts in the Delphi process. The next step was carried out with the confirmatory factor analysis method in structural equation modeling and SmartPLS software. The results indicated the appropriate fit of the final model. Based on the results, managers of dairy companies can use the identified concepts and categories in their future marketing plans to achieve a suitable position in customers’ minds and carry out their charitable activities under social responsibilities.