Segmentation of generosity behavior within the framework of charity social marketing

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MASOODIPOOR SAEED

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Journal: Management Research in Iran Year:2020 | Volume:23 | Issue:4 Page(s): 102-128

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Information Journal Paper

Title

Segmentation of generosity behavior within the framework of charity social marketing

Author(s)

MASOODIPOOR SAEED | Issue Writer Certificate

Keywords

Social marketingQ1

CharityQ1

PartitioningQ1

Behavioral generosityQ1

ClusteringQ1

Abstract

Resolving the problem of poverty requires treatment of people in need of help to help the needy. Social Charity marketing is used as one of the most effective and effective tools for encouraging and encouraging contacts to help the needy. In the process of Social marketing planning, market segmentation is necessary for homogeneous and similar groups. This will lead to the design and provision of a tailor-made marketing program for each department. The present research seeks to base four indices of monthly assistance, daily assistance, amount of donation and the amount of income on the category of generosity. For this purpose, using cluster sampling method, 474 people from five regions of Tehran were selected. A hierarchical Clustering technique was used to analyze the data. The results of the research show that there are five types of generosity behavior in the sample, for which each appropriate Social marketing mix should be used to create a successful program for charitable contributions.

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APA: Copy

MASOODIPOOR, SAEED. (2020). Segmentation of generosity behavior within the framework of charity social marketing. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 23(4 ), 102-128. SID. https://sid.ir/paper/388556/en

Vancouver: Copy

MASOODIPOOR SAEED. Segmentation of generosity behavior within the framework of charity social marketing. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2020;23(4 ):102-128. Available from: https://sid.ir/paper/388556/en

IEEE: Copy

SAEED MASOODIPOOR, “Segmentation of generosity behavior within the framework of charity social marketing,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 23, no. 4 , pp. 102–128, 2020, [Online]. Available: https://sid.ir/paper/388556/en

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