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ce these three charity types are the only forms within the third sector industry; this could conclude that there is a perceived dissatisfaction in post purchase experiences for all charity types that is not conscious when analysing donating in general. This same trend, only much less prominent can be seen for consumer confidence. An interesting result when looking to the psychological attachment in the consumer mindset is that the national is more important than the local; it could be expected that one's community, in that it surrounds them, would create a greater psychological attachment, yet results show it creates less than the international charity; perhaps we may question whether this is a result of a lack of marketing and communication, since both the national and international would be expected to conduct appeals and campaigns, intensifying the emotive senses. What could possibly be questioned when analysing the results is the relationship between consumer confidence and organisation inputs; the results would suggest that there is an adverse relationship, suggestive of strong inputs on the organisation side creating less confidence on the consumer side. However other than this trend, there appears to be little correlation between the four separate dimensions of the model.

Conclusions and Recommendations

What can be concluded from the primary data is that whilst it does show some interesting results, differences between charity types appear to be small when comparing the models of consumer behaviour. Yet as can be seen from the in depth analysis of the responses, there are some key differences that need to be addressed through further research. Furthermore on some key points, the primary data gained does not concur with what the secondary data would predict, creating issues of uncertainty, needing further analysis.

Overwhelming consensus from the survey results is that consumers are not overly certain that they know the charities well that they donate to; in addition to this they are unsure about the availability of information for the charities. This is very concerning since it is a strong identity that creates a strong brand and therefore this could be severely limiting the success of organisations. Based upon the vast secondary data searched, from organisation websites, umbrella organisations and regulatory bodies, it appears to be that in most cases the information is available if consumers are willing to search for it; perhaps the willingness to find such information is the issue. Direct communication efforts towards consumers can mostly be said to revolve around the causes and campaigns of the charity, as opposed to charity information and as such this may be where the disparity lies. Possibly the marketing departments of organisations need to consider the prospect of advertising the brand itself more than the ‘overly emotive' cause, which as secondary data shows creates a consumer want to cease donating.

There appears to be a disparity between actual administrative costs of the different charity types and consumer beliefs. Research by Kahler and Sargent (2002) showed that administrative costs decreased with the size of the charity, yet the survey data shows that consumers believe the exact opposite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。