Abstract

Corporate Social Responsibility (CSR) has been evolving from remaining it’s altruistic motivation to core strategic management concept in the modern management. We have sizable examples of Corporate Social Responsibility activities done by the companies have been effectively integrated with integrated marketing communication and companies attempting for an ethical brand building with the same. There are many equivocal research results regarding CSR and it’s impact in building brand of the organization in the current days management literature. In the present paper we have tried to extend the perception regarding organizations’ CSR activities in the mind of shareholders’ who are not only an important stake holder affected by the  firms  performance but who are the real investors for CSR activities in the South Gujarat region of Gujarat state of India. In the present paper we have tried to understand shareholders’ perception regarding the need of CSR activities by the companies as well as their perception and awareness about the CSR activities of the companies in which they invest their earnings. Shareholders have been classified in the various demographic segmentation and we have also tried to test the correlation between their demographic profile and their perception at the later part of the study.

Key Words:  Corporate Social Responsibility, Share Holder, Perception