The effects of Carroll‟s CSR Pyramid on Consumer Buying Behaviour: Case of Mobile Telephone Network (MTN) Company Bamenda Branch, Cameroon

Abstract

This paper attempts to explore the effect of the components of Corporate Social Responsibility (CSR) on Consumer Buying Behaviour (CBB). A questionnaire was administered to 110 consumers of MTN's products in Bamenda, Cameroon. The results of descriptive, correlation and regression analysis showed that: Bamenda consumers are partially aware of CSR concept, only the ethical responsibility of MTN has a significant relationship with CBB, while the economic, legal and philanthropic responsibilities of MTN do not influence CBB. This means that the Bamenda MTN's consumers do not think about economic, legal and philanthropic responsibilities when they take their buying decision. Some of the major recommendation is that MTN should communicate more on their legal aspects. For instance, if MTN opens up to the public about its legal activities and on how the company abides with state laws, the public may gain interest in the legality of the company which may go a long way to have an effect on sales, turnover and finally social and financial performance. The current philanthropic works undertaken by MTN foundation like working with communities, giving to charity and visiting orphanages should be improved upon by taking up activities like aiding victims of the crisis.