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5.4.Testing the Model of Donating Consumer Behaviour: Are there Differences between the Local, National and International Charity Types?

The model of donating consumer behaviour as depicted and explained in the research methodology section, tests the motives of donating based around four different spectrums; the organisational inputs, psychological attachment, consumer confidence and the post purchase experience factors. The model also included the extrinsic determinants of age, income, religion and education, which have been examined in the above sections. The data tests the overall donating model, as well as that for the local, national and international focused charity types; the hypothesis is that there will be a difference between these.

The survey question relating to donating in general was answered by 172 of the 196 respondents. The distribution of responses can be seen in the table overleaf, along with the percentage of respondents falling into each category of the likert scale, with the most common response highlighted in bold type. What can be seen is that the responses are tending to the positive side of all of the statements, with the most common answer being agreement with most reasons for donating. Interestingly the statements consumers are most undecided about are those that popularly are issues such as knowing charities, corporate salaries and seeing proof of outcomes.

Through the averaging of the mean scores in each determinant of the consumer donating model, we can create a four point radar scale, showing an overall score for each determinant. This can be seen in the diagram below. What is evident is that with a score of around 2.5 on all factors, consumers have a fair amount of satisfaction on all accounts, since 1 equalled strongly agreement and 5 equalled strong disagreement. A more positive outcome would have been lower scores, but in light of the findings of the secondary research conducted, this seems appropriate and reflective of UK consumer views. Whilst it was not essential to test motives to donate irrespective of charity type, it creates a basis of comparison.

When looking at the data collected for motives in donating to the various charity types, it is fascinating to see the proportion of respondents donating to each type. This can be seen in the pie charts below. What is evident is that with 59% of the UK population, equating to 108 respondents donating, National focused charities are by far the most popular. 78 respondents donated to International charities, whilst only 62 reported donating to local charities. Looking to the model of local charity donating behaviour overleaf, we can see from the calculated average means that whilst the results are not too dissimilar, there is a considerable drop in the scale of experience, with the rating increasing to 2.9, suggesting that there is more dissatisfaction in the experience factors with local charities than with donating in general, due in part to less trust in this charity type in comparison to others but also le本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。