CORPORATE SOCIAL RESPONSIBILITY: A MEANS OF IMPROVING THE IMAGE OF A MANUFACTURING FIRM (A STUDY OF PZ CUSSONS NIG. PLC, ABA)

This research work focused on “Corporate Social Responsibility: A means of improving the image of a Manufacturing firm” Using Pz Cussons Nig. Plc Aba as the Case study. The problem that led to the carrying out of this research work include; high rate of employee turnover, low productivity, low customers patronage. The main objective of this study was to discover how corporate social responsibility will serve as a means of improving the image of Pz Cusson Nig. Plc Aba. This research questions and hypothesis were formulated for the study. The research design adopted was the descriptive approach, the population of the study was 500 and the sample size was 417. The sample size was determined using Taro Yamane formula at 2% (0.02) tolerable error level. Both primary and secondary methods of data collection was used, while chi – square (X2) technique was used in testing the hypothesis. The findings revealed that majority of the respondents are of the opinion that corporate social responsibilities significantly affects the overall organization reputation. Therefore, the researcher concluded that corporate social responsibility can indeed be used as a tool to create a positive brand image in an organization and recommended that Pz Cusson Nig Plc, Aba should adopt corporate social responsibilities to all group or individuals involved in their business operations and the society/environment at large in which they operate, if they must excel.