FINDINGS AND RESULTS

FINDINGS AND RESULTS

The questionnaires were collected from various EABL  outlets in the various locations where respondents were required to drop them off. Reminders were sent a week prior to the end of the month to ensure participation and the return of filled-out questionnaires. Fifty-seven filled-out questionnaires were collected out of the 59 questionnaires that were given out. These underwent the validation process to ensure the accuracy and consistency of the responses. Data entry errors, logical inconsistencies, and outliers that could skew the analysis results were checked for. All 57 questionnaires were found to contain viable data, which was analyzed using spss, and the variables examined were given numerical values.

The analysis shows that out of the 57 respondents, weekly consumers or those interacting with EABL products (27) are the most represented group, followed by monthly consumers (11), which can be an indication of the success of the responsible drinking initiatives through the company’s CSR and sustainability efforts. Forty-one of respondents indicated they were aware of EABL’s CSR and sustainability initiatives, suggesting that the company has effective methods for raising awareness among employees, consumers, and the community. Only the data from the 41 respondents was analyzed for the subsequent parameter.

Most of the respondents indicated that they were made aware of Diageo’s initiatives through television and newspapers/magazines (scores of 16 and 13, respectively), followed by the company’s website and social media. With the advancement of technology, the company should put more effort into engaging the online community on its CSR and sustainability initiatives, for instance, by posting more content in digital media channels.

Three respondents suggested that Diageo’s CSR and sustainability initiatives needed to be given greater importance. Therefore, 92.7 % of the respondents consider these initiatives to be important.

The data indicates that CSR and sustainability initiatives have a positive influence on brand image and reputation (score 29), perception (score 16), and support and/or purchase (score 17). However, a notable portion of respondents need to be made aware of the influence of the initiatives on perception (score 20) and support and/or purchase (score 13).

Overall, the analysis suggests that EABL’s CSR and sustainability initiatives have gained significant awareness and are perceived as important by a substantial portion of the target audience, particularly among middle-aged and male consumers in suburban areas. These initiatives have positively influenced Diageos and EABL’s brand image, reputation, and perception, but their impact on influencing support and purchase decisions remains to be determined. These findings provide valuable insights for EABL and Diageo PLC to enhance further and refine their CSR and sustainability strategies while creating more awareness of their initiatives.

The awareness of EABL’s initiatives, coupled with the positive perception and perceived importance of these initiatives, fosters trust and credibility in the brand as consumers who value social responsibility and environmental consciousness see EABL as a company aligned with their values, strengthening brand trust. Additionally, for consumers who prioritize a company’s social and environmental impact, CSR initiatives serve as a powerful differentiator, with such consumers choosing EABL over competitors with a less sustainable or ethical image, as discussed in previous chapters.

The analysis indicates that purchase decisions and brand advocacy can be associated with EABL’s initiatives and can also be influenced by positive brand image and perception. The undecided group regarding the influence of the initiatives on purchases highlights the need to bridge the gap between positive perception and concrete buying decisions through active promotion of the brand and its initiatives (De Stefano et al., 2018; Angima, 2022).

To strengthen the impact of EABL’s CSR and sustainability initiatives on business growth and development, more efficient and targeted communication strategies need to be adopted. Demographics that need to be made aware of the initiatives should be noted, and communication strategies tailored to effectively reach the segments, which can, in turn, enhance brand engagement and loyalty  (De Stefano et al., 2018; Angima, 2022). Moreover, demonstrating the tangible results and positive impact of the initiatives that Diageo engages in can further solidify the connection between these efforts and consumer behavior. The demonstration of the results can be done through promotional videos and advertisements in traditional and digital media, which can enhance consumer understanding and appreciation of the brand’s values and influence purchase decisions and brand advocacy.

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