From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts
Autor(a) principal: | |
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Data de Publicação: | 2004 |
Outros Autores: | , |
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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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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1754732239038447616 |