نویسنده
دکتری، پژوهشگر پژوهشکده مطالعات فناوری
چکیده
حل مسئله فقر در مقام درمان نیازمند به جلب مشارکتهای مردمی برای دعوت آنها برای کمک به نیازمندان است. بازاریابی اجتماعی خیریه به عنوان یکی از ابزارهای کاربردی و موثر برای ترغیب و تشویق مخاطبین برای کمک به نیازمندان مورد استفاده قرار میگیرد. در فرآیند برنامهریزی بازاریابی اجتماعی، بخشبندی بازار به گروههای همگن و مشابه امری ضروری است. این امر منجر میشود تا برای هر بخش، یک برنامه بازاریابی مجزا و متناسب طراحی و تدارک دیده شود. پژوهش حاضر در صدد است تا با مبنا قرار دادن چهار شاخص کمک ماهیانه، کمک روزانه، میزان کمک مالی و میزان درآمد اقدم به بخشبندی رفتار بخشندگی نماید. برای این کار با استفاده از روش نمونهگیری خوشهای، 474 نفر از پنج منطقه تهران انتخاب شدند.
کلیدواژه‌ها
عنوان مقاله [English]
Segmentation of generosity behavior within the framework of charity social marketing
نویسنده [English]
- saeed masoodipoor
چکیده [English]
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.
کلیدواژه‌ها [English]
- Social marketing
- Charity
- Partitioning
- Behavioral generosity
- Clustering
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