From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts

Detalhes bibliográficos
Autor(a) principal: Costa, Fábio Moraes da
Data de Publicação: 2004
Outros Autores: Daré, Patrícia Regina Caldeira, Veloso, Andres Rodriguez
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/491
Resumo: This paper was prepared to identify the variables involved in the decision process of an individual who donates financial resources to nonprofit organizations. To this end a research was developed and applied to donors and non-donors, so that it would be possible to identify the factors involved in the process and from that prepare a model of the donor’s behavior, besides identifying the possible factors responsible for non-donation. In order to reach this objective the following stages were followed: in-depth interviews, preparation of questionnaires, pretest with student samples, factorial analysis to refine the questionnaire and application of the questionnaire with a sample of ex-alumni of the Economy, Business Administration and Accounting Colleges of the University of São Paulo. The results, besides indicating a few marketing planning opportunities for nonprofit organizations, allowed the outlining of the donor’s decision process, which encompasses the beginning of the idea do donate, going through the search for information up to the post donation evaluation.
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spelling From Consumer Behavior to Donor Behavior: Adapting Marketing ConceptsDo Comportamento do Consumidor ao Comportamento do Doador: Adaptando Conceitos de MarketingMarketingconsumer behaviordonor behaviormarketingcomportamento do consumidorcomportamento do doadorThis paper was prepared to identify the variables involved in the decision process of an individual who donates financial resources to nonprofit organizations. To this end a research was developed and applied to donors and non-donors, so that it would be possible to identify the factors involved in the process and from that prepare a model of the donor’s behavior, besides identifying the possible factors responsible for non-donation. In order to reach this objective the following stages were followed: in-depth interviews, preparation of questionnaires, pretest with student samples, factorial analysis to refine the questionnaire and application of the questionnaire with a sample of ex-alumni of the Economy, Business Administration and Accounting Colleges of the University of São Paulo. The results, besides indicating a few marketing planning opportunities for nonprofit organizations, allowed the outlining of the donor’s decision process, which encompasses the beginning of the idea do donate, going through the search for information up to the post donation evaluation.Este trabalho buscou identificar as variáveis envolvidas no processo decisório de um indivíduo que doa recursos financeiros a entidades sem fins lucrativos. Para tanto, foi desenvolvida e aplicada uma pesquisa com doadores e não doadores, de maneira que fosse possível identificar os fatores envolvidos no processo e elaborar um modelo do comportamento do doador, identificando, além disso, possíveis fatores responsáveis pela não doação. No intuito de realizar este objetivo, as seguintes etapas foram seguidas: entrevistas em profundidade, elaboração de questionário, pré-teste com amostra de estudantes, análise fatorial para refinar o questionário e aplicação do questionário com uma amostra de ex-alunos da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo. Os resultados, além de apontarem algumas oportunidades de planejamento de marketing para as organizações sem fins lucrativos, permitiram delinear o processo decisório de doadores, o qual engloba desde o surgimento da idéia de doar, passando pela busca de informações até a avaliação pós-doação.FUCAPE Business Shool2004-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/49110.15728/bbr.2004.1.1.4Brazilian Business Review; Vol. 1 No. 1 (2004): January to June 2004; 45-62Brazilian Business Review; v. 1 n. 1 (2004): Janeiro a Junho de 2004; 45-621808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/491/744http://www.bbronline.com.br/index.php/bbr/article/view/491/745Copyright (c) 2004 Brazilian Business Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessCosta, Fábio Moraes daDaré, Patrícia Regina CaldeiraVeloso, Andres Rodriguez2018-11-06T20:01:39Zoai:ojs.pkp.sfu.ca:article/491Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T20:01:39BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
Do Comportamento do Consumidor ao Comportamento do Doador: Adaptando Conceitos de Marketing
title From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
spellingShingle From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
Costa, Fábio Moraes da
Marketing
consumer behavior
donor behavior
marketing
comportamento do consumidor
comportamento do doador
title_short From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
title_full From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
title_fullStr From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
title_full_unstemmed From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
title_sort From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
author Costa, Fábio Moraes da
author_facet Costa, Fábio Moraes da
Daré, Patrícia Regina Caldeira
Veloso, Andres Rodriguez
author_role author
author2 Daré, Patrícia Regina Caldeira
Veloso, Andres Rodriguez
author2_role author
author
dc.contributor.author.fl_str_mv Costa, Fábio Moraes da
Daré, Patrícia Regina Caldeira
Veloso, Andres Rodriguez
dc.subject.por.fl_str_mv Marketing
consumer behavior
donor behavior
marketing
comportamento do consumidor
comportamento do doador
topic Marketing
consumer behavior
donor behavior
marketing
comportamento do consumidor
comportamento do doador
description This paper was prepared to identify the variables involved in the decision process of an individual who donates financial resources to nonprofit organizations. To this end a research was developed and applied to donors and non-donors, so that it would be possible to identify the factors involved in the process and from that prepare a model of the donor’s behavior, besides identifying the possible factors responsible for non-donation. In order to reach this objective the following stages were followed: in-depth interviews, preparation of questionnaires, pretest with student samples, factorial analysis to refine the questionnaire and application of the questionnaire with a sample of ex-alumni of the Economy, Business Administration and Accounting Colleges of the University of São Paulo. The results, besides indicating a few marketing planning opportunities for nonprofit organizations, allowed the outlining of the donor’s decision process, which encompasses the beginning of the idea do donate, going through the search for information up to the post donation evaluation.
publishDate 2004
dc.date.none.fl_str_mv 2004-01-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/491
10.15728/bbr.2004.1.1.4
url http://www.bbronline.com.br/index.php/bbr/article/view/491
identifier_str_mv 10.15728/bbr.2004.1.1.4
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/491/744
http://www.bbronline.com.br/index.php/bbr/article/view/491/745
dc.rights.driver.fl_str_mv Copyright (c) 2004 Brazilian Business Review
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2004 Brazilian Business Review
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 1 No. 1 (2004): January to June 2004; 45-62
Brazilian Business Review; v. 1 n. 1 (2004): Janeiro a Junho de 2004; 45-62
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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