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From Consumer Behavior to Donor Behavior: Adapting Marketing Concepts

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Author Info

  • Fábio Moraes da Costa
  • Patrícia Regina Caldeira Daré
  • Andres Rodriguez Veloso
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    Abstract

    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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    File URL: http://www.bbronline.com.br/public/edicoes/1_1/artigos/xkpbjax1hh18102013182347.pdf
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    Bibliographic Info

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 1 (2004)
    Issue (Month): 1 (January)
    Pages: 45-62

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    Handle: RePEc:bbz:fcpbbr:v:1:y:2004:i:1:p:45-62

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    Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
    Phone: +55 27 4009-4423
    Fax: +55 27 4009-4422
    Web page: http://www.bbronline.com.br/
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    Related research

    Keywords: marketing; consumer behavior; donor behavior;

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