An Exploratory Analysis of Corporate Social Responsibility of Domestic Retailers in India
M. Sumathy1, M. Vasan2, M. Sridhar3

1Dr. M. Sumathy, Dean, Professor & Head, School of Commerce, Bharathiar University, Coimbatore, (Tamilnadu0, India.
2Dr. M. Vasan, Assistant Professor of Commerce, A.V.V.M. Sri Pushpam College (Autonomous), Poondi, Thanjavur Dt. 9Tamilnadu), India.
3Mr. M. Sridhar, Senior Manager, Quality Control, FOURRTS India Laboratories, Chennai, (Tamilnadu), India.

Manuscript received on 02 June 2019 | Revised Manuscript received on 10 June 2019 | Manuscript published on 30 June 2019 | PP: 2887-2890 | Volume-8 Issue-8, June 2019 | Retrieval Number: H6941068819/19©BEIESP
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Abstract: This study analyzed the impact of perception of retailers on CSR. This study is developed based on the primary data collected from the retailers. The study identified that CSR activities have influenced on work culture and employee motivation, community welfare, environmental care, and customer welfare. Hence, the CSR activities helped to improve customer loyalty. In nutshell, the CSR initiatives are profitable element of business strategy, contributes to risk management, maintain relationships and for long-term profitability. Any organization cannot be succeeded without support of the social responsibility. It is a vital component for any organization to have perpetual success and to build brand image.
Keyword: Social Responsibility, Retailers, Environment Concern, Impact of CSR.
Scope of the Article: Social Networks.