A

Summer Training Project Report

On
“Study On Customer Perception towards NGO with reference to
Readers club”
Submitted to
Dr. A.P.J. Abdul Kalam Technical University, Lucknow
For the partial fulfilment of
MASTER OF BUSINESS ADMINISTRATION
Batch 2023-2024

Submitted To Submitted By
Dr. Sanghamitra Das Saurabh Mishra
Assistant Professor Roll No. 2208200700080

AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

27th K.M Stone, NH—24, Delhi Hapur Bypass Road,
Adhyatmik Nagar, Ghaziabad- 201009

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 DECLARATION

I Saurabh Mishra hereby declare that the project work titled “STUDY ON CUSTOMER

PERCEPTION TOWARDS NGO WITH REFERENCE TO READER CLUB” on the

performance on NGO” is original work done by me and submitted to the Dr. A.P.J. Abdul

Kalam Technical University, Lucknow for the fulfilment of requirement for the award of

Master of Business Administration (MBA) 3rd semester under the guidance of Dr.

Sanghamitra das

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 ACKNOWLEDGEMENT

I would like to sincerely acknowledge the contribution of all these people who have, directly

or indirectly, been instrumental in helping me to complete this project. Also, we thank our

institute Ajay Kumar Garg Institute of Management for the support that we got during this

report. I take this opportunity to thank them and all the well – wishes for their relentless

encouragement and whole – hearted support. I would also like to extend our special thanks to

my faculty guide Dr. Sangmitra Das, AKGIM, Ghaziabad for his constant cooperation &

guidance at every step. His teachings in the field of questionnaire design, research structuring

and analyzing have helped us by leaps and bound.

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 CERTIFICATE

This is to certify that work entitled “STUDY ON CUSTOMER PERCEPTION TOWARDS

NGO WITH REFERENCE TO READER CLUB” is a Summer Training Project Report work

done by “Saurabh Mishra” Under my supervision for partial fulfillment of Master of Business

Administration (MBA) at Ajay Kumar Garg Institute of Management, affiliated to Dr. A.P.J.

Abdul Kalam Technical University, U.P., Lucknow (Formerly Uttar Pradesh Technical

University). I wish him all the best for the future endeavors.

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 TABLE OF CONTENT
PARTICULARS PAGE
NO.
Executive Summary 6

Company Profile 7-11

Introduction to the topic 12-36

Review of Literature 37-46

Objective of the Study 47

Research Methodology 48-49

 Research Design
 Sampling
 Sample Size
 Data Collection Method

Data Analysis & Interpretation 50-65

Findings 66

Conclusion 67

Recommendations 68

Limitations of the Study 69

Bibliography 70-71

Appendix 72-74

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 Executive Summary

This report highlights the crucial impact of consumer perception on the performance of Non-

Governmental Organizations (NGOs) in today's world. Traditionally seen as organizations

solely committed to social causes, NGOs are now recognizing the need for thoughtful

marketing approaches to ensure long-term impact and operational success. Effective

CONSUMER PERCEPTION bring about various positive changes in NGO performance.

Firstly, successful marketing enhances an NGO's visibility and credibility, drawing more

attention and support from stakeholders. This increased visibility helps build stronger

partnerships, nurture donor relationships, and expand the organization's reach. Secondly,

strategic marketing empowers NGOs to convey their mission, values, and impact more

effectively. Creating compelling stories and using diverse communication channels improves

the NGO's ability to connect with target audiences, donors, and beneficiaries. This not only

increases awareness but also depends understanding of the organization's goals. Successful

fundraising is another significant outcome of effective CONSUMER PERCEPTION within

NGOs. Since they heavily depend on financial support for their project implementation, a

well-crafted marketing strategy optimizes fundraising efforts by reaching a broader donor

base, utilizing social media platforms, and implementing targeted campaigns.

1- Introduction of company
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Foundation name – “AADARNIYA FOUNDATION”

AADARNIYA FOUNDATION is a non-profit organization that was founded in response to

the suffering in our community. Foundations aim to make a positive impact in various sectors

such as education, healthcare, poverty alleviation, and the environment. It play a crucial role

in addressing various social, environmental, and humanitarian issues across the globe. Their

ability to make a meaningful impact is significantly influenced by their CONSUMER

PERCEPTION. Millions of people are at risk of dropping out of school, there are rapid

climate changes and other events threatening our environment, and crores of Indians sleep on

an empty stomach every night. According to the FAO’s 2021 report, roughly 14.5 percent of

India’s population is undernourished. They help poor people to break the cycle of poverty

through education, build healthcare systems in remote areas to help poor people to stay

healthier

They are working in three key areas

1. Underprivileged children’s education

2. Environment Preservation

3. Feeding the needy

Through more than live welfare programs on education, healthcare, livelihood, and women

empowerment in over distant villages and slums throughout Indian states, our organization

directly serves over children and their families every year. Help us safeguard the

environment, reach out to as many people as possible so that our country, our India can win.

They focus on a wide range of areas, including human rights, education, healthcare,

environmental conservation, poverty alleviation, and community development. They often

operate on a local, national, or international level, depending on the scope of their mission.

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Open wings foundation is funded through donations, grants, and sometimes partnerships with

governments or businesses. Characterized by their commitment to social impact, NGOs work

to address gaps in public services, empower marginalized communities, and advocate for

policy changes. They contribute significantly to the development and well-being of societies,

acting as a catalyst for positive change beyond the scope of governmental initiatives.

"MISSON OF THE FOUNDATION"

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Our motive is to empower communities and create a brighter future by addressing the critical

needs of underprivileged children, fostering environmental sustainability, and ensuring no

one goes hungry.

"VISION OF THE FOUNDATION"

Our vision is to every child has access to quality education, the environment is cherished and

preserved for future generations, and no one goes to bed hungry. Our vision is rooted in the

belief that by addressing these key factors, we can contribute to creating a just, sustainable,

and compassionate global community.

KEY AREAS OF AADARNIYA FOUDATION

1. Underprivileged Children's Education:

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We aspire to see a world where every child, regardless of its socio-economic background, has
the opportunity to receive a quality education. Our vision is to empower underprivileged
children with knowledge and skills, breaking the cycle of poverty and opening doors to a
brighter future filled with possibilities.

2. Environment Preservation:

We aspire where the environment is respected, preserved, and nurtured. Our vision involves
fostering a harmonious relationship between humanity and nature, promoting sustainable
practices, and ensuring that the beauty and resources of our planet are conserved for the well-
being of current and future generations.

3. Feeding the Needy:

Hunger is eradicated, and every individual has access to nutritious food. We see a world

where communities come together to support one another, ensuring that no one faces the

harsh reality of hunger. Our goal is to create a society where the basic need for nourishment

is met with dignity and compassion.

The organization operates with a set of well-defined objectives, including but not limited to:

1. Educational Empowerment: Open Wings Foundation believes in the transformative

power of education and strives to enhance access to quality education, particularly for
underserved communities.
2. Health and Well-being: The foundation works towards improving healthcare outcomes,
advocating for preventive care, and addressing the unique health challenges faced by
marginalized populations.
3. Women's Empowerment: Recognizing the pivotal role of women in community
development, Open Wings Foundation champions initiatives that promote gender
equality, economic independence, and social inclusion.
4. Community Development: Through sustainable development projects, the organization
actively engages with communities, fostering self-reliance and resilience.

Geographical Reach:

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Aadarniya Foundation has strategically positioned itself to make a meaningful impact across
diverse regions of India. From bustling urban centers to remote rural areas, the foundation's
initiatives are designed to address the specific needs of each community, respecting local
cultures and traditions.

Collaborative Partnerships:

Aadarniya Foundation understands the significance of collaboration in achieving sustainable

impact. The organization has forged partnerships with governmental bodies, corporate
entities, and other NGOs, creating a network of support and expertise to amplify the reach
and effectiveness of its programs.

Innovative Approaches:

What sets Aadarniya Foundation apart is its commitment to innovation in addressing social
challenges. The organization continuously explores novel approaches, embraces technology,
and adapts best practices from around the world to tailor interventions that resonate with the
unique context of India.

INTRODUCTION TO THE TOPIC

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“Study On Customer Perception towards NGO with reference to Readers club”

ABOUT CONSUMER PERCEPTION TOWARDS NGO

Consumer perception towards NGOs plays a pivotal role in shaping the landscape of charitable
engagement and social impact. In recent times, individuals have become increasingly conscious of the
diverse issues plaguing our global society, and NGOs have emerged as pivotal agents of change. The
perception that consumers hold regarding these non-profit entities is multifaceted, influenced by a
spectrum of factors such as an NGO's mission, transparency, and the tangible impact it achieves.
Consumers often form their opinions based on personal experiences, word of mouth, and the
perceived effectiveness of an NGO in addressing societal challenges. Trust, a critical element in this
relationship, is fostered through transparent communication, ethical practices, and accountability in
resource allocation. The ways in which NGOs communicate their goals and achievements
significantly impact consumer attitudes, with various channels such as social media, events, and
traditional media playing crucial roles. However, challenges persist in gaining and maintaining public
trust, and addressing these concerns is paramount for NGOs to garner sustained support.
Understanding consumer perceptions is not only essential for the success of individual NGOs but also
contributes to the broader discourse on philanthropy and civic engagement in our interconnected
world. As consumers become more discerning in their choices, NGOs must continuously adapt and
communicate effectively to bridge the gap between their mission and the public's perception.

1- Market Research:

Market research is a systematic process that involves gathering, analyzing, and interpreting
information about a market, including its potential customers, competitors, and overall
industry trends. The primary goal of market research is to provide businesses with valuable
insights that can inform strategic decision-making. This process typically involves the
collection of data through various methods, such as surveys, interviews, focus groups, and
analysis of existing statistical information. By understanding consumer preferences, market
dynamics, and emerging trends, companies can better tailor their products or services to meet
customer needs and gain a competitive edge..

2-Product or Service Positioning:

Product or service positioning is a strategic marketing concept that involves defining and
establishing a distinct identity for a product or service in the minds of target consumers
within a competitive market. It is the art of shaping how customers perceive a brand relative

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to its competitors. Effective positioning goes beyond the physical attributes of the product or
service and focuses on creating a unique value proposition that resonates with the target
audience. This involves considering factors such as pricing, quality, features, and brand
image.

3-Branding:
Branding is a comprehensive and strategic process through which a company develops and
establishes a distinctive identity for its products, services, or overall business. It goes beyond
creating a memorable logo or tagline; branding encompasses the entire experience and
perception associated with a brand. This includes visual elements, messaging, values, and the
emotional connection a brand seeks to evoke in its target audience..

4- Advertising and Promotion:

Advertising and promotion are integral components of a company's marketing strategy,

aimed at creating awareness, generating interest, and driving the adoption of its products or
services. Advertising involves the paid dissemination of promotional messages through
various channels, such as print, television, radio, digital platforms, and social media, to reach
a wide audience. On the other hand, promotion encompasses a broader set of activities,
including advertising, personal selling, public relations, and sales promotions, all working
synergistically to communicate with the target audience.

5-Digital Marketing:
Digital marketing is a dynamic and multifaceted approach to promoting products, services, or
brands using online channels and technologies. It encompasses a wide range of strategies,
including search engine optimization (SEO), social media marketing, content marketing,
email marketing, and online advertising. Digital marketing leverages the vast reach and
interactive nature of the internet to connect with a targeted audience, engage potential
customers, and drive conversions. One of its key advantages is the ability to measure and
analyze performance metrics in real-time, allowing businesses to adapt and optimize their
campaigns for better results.

6-Content Creation:
Content creation is the strategic process of developing and producing valuable, relevant, and
engaging information for a specific audience. This content can take various forms, including
articles, blog posts, videos, infographics, podcasts, and social media posts. The primary goal
of content creation is to provide value to the target audience, address their needs, and

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establish a meaningful connection between the creator and the consumer. Successful content
creation involves understanding the interests and preferences of the target audience, aligning
content with business objectives, and utilizing effective storytelling techniques. It plays a
pivotal role in digital marketing, driving brand awareness, building credibility, and fostering
customer loyalty.

7- Customer Relationship Management (CRM):

Customer Relationship Management (CRM) is a strategic approach that businesses adopt to

manage and nurture their interactions with current and potential customers. It involves
utilizing technology and data analysis to better understand customer needs, preferences, and
behaviors. CRM systems help organizations streamline and organize customer-related
information, including contact details, purchase history, and communication preferences, in a
centralized database. This enables businesses to develop more personalized and targeted
strategies for customer engagement, ultimately enhancing customer satisfaction and loyalty.
CRM tools facilitate efficient communication between different departments within a
company, such as sales, marketing, and customer support, ensuring a cohesive and customer-
centric approach across the entire organization.

8- Sales:

Sales is a fundamental aspect of business that involves the process of identifying, persuading,
and closing deals with potential customers to exchange products or services for monetary
value. It is a dynamic and customer-centric function that spans various stages, from
prospecting and lead generation to negotiation and closing. Successful sales professionals
understand the needs and pain points of their target audience, utilizing effective
communication and relationship-building skills to articulate the value proposition of their
offerings. The sales process often involves active listening, objection handling, and building
trust to address customer concerns. In a broader context, sales strategies also encompass
market research, pricing strategies, and product positioning to ensure a competitive edge.

9-Social Responsibility and Cause Marketing:

Social responsibility and cause marketing are approaches that businesses adopt to make a
positive impact on society while aligning with their corporate values. Social responsibility
involves a commitment to ethical practices and contributing to the well-being of communities
and the environment. This may include initiatives such as sustainable business practices,

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philanthropy, and ethical sourcing. Cause marketing, on the other hand, integrates social or
environmental causes into a company's marketing strategy. By associating their brand with a
particular cause, businesses not only demonstrate a commitment to social good but also
engage consumers on a deeper level, as customers increasingly seek to support brands that
share their values. Effective cause marketing can enhance brand reputation, build customer
loyalty, and drive positive social change..

10-Analytics and Measurement:

Analytics and measurement play a crucial role in modern business strategies, providing
valuable insights and data-driven intelligence that guide decision-making processes. In the
context of marketing and digital operations, analytics involve the collection, analysis, and
interpretation of data to assess the performance and effectiveness of various initiatives. This
includes website traffic, customer behavior, campaign success, and overall business metrics.
The use of analytics allows businesses to understand their audience better, identify trends,
and optimize strategies for improved outcomes. Through tools like Google Analytics and
other data platforms, companies can track key performance indicators, such as conversion
rates, customer acquisition costs, and return on investment.

Advantages of positive consumer perception on ngo

CONSUMER PERCEPTION offer numerous advantages for organizations, including

businesses, non-profit entities, and governmental agencies. Here are several key advantages
of implementing effective CONSUMER PERCEPTION:

1. Increased Visibility and Awareness: Enhancing the visibility and awareness of an

NGO necessitates a comprehensive and strategic approach within the realm of

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 CONSUMER PERCEPTION. Digital platforms serve as pivotal tools in this
endeavor, with website optimization and SEO strategies playing a foundational role.
Consistent and informative content dissemination through blogs, articles, and success
stories on the organization's website fosters engagement.

2. Customer Acquisition and Retention: Increased visibility and awareness are critical
objectives for businesses seeking to thrive in a competitive market. Visibility refers to
the extent to which a brand, product, or service is perceptible and recognizable to the
target audience. This heightened visibility often translates into increased awareness,
as more individuals become familiar with and recognize the offerings of a particular
business. Achieving increased visibility and awareness typically involves strategic
marketing efforts across various channels, such as digital platforms, traditional media,
and social networks. Effective branding, content creation, and targeted advertising
play key roles in elevating a company's visibility.

3. Revenue growth Revenue growth is the cornerstone of a successful and sustainable

business strategy, representing the increase in income derived from the sale of goods
or services over a specific period. It is a key performance indicator that reflects the
overall health and prosperity of a business. Achieving revenue growth involves a
combination of strategic planning, effective marketing, and a keen understanding of
market dynamics. Businesses can pursue revenue growth through various means, such
as expanding their customer base, introducing new products or services, entering new
markets, or optimizing existing operations for greater efficiency. Additionally,
customer retention and loyalty programs contribute significantly to sustaining and
enhancing revenue streams..

4. Building Brand Equity: Building brand equity is a strategic process that focuses on
cultivating and enhancing the perceived value and strength of a brand in the eyes of
consumers. Brand equity encompasses the intangible assets and positive associations
that contribute to a brand's reputation, recognition, and customer loyalty. Businesses
invest in building brand equity through consistent and cohesive branding strategies,
effective communication, and delivering quality products or services that align with
customer expectations. Positive customer experiences, supported by marketing efforts
that resonate with the target audience, contribute to the creation of a strong brand

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 identity. Over time, as consumers consistently associate positive attributes and
emotions with the brand, its equity increases.

5. Optimized Resource Allocation: Optimized resource allocation is a crucial aspect of

efficient and effective business management. It involves strategically distributing a
company's resources, including financial, human, and technological assets, to
maximize productivity, minimize waste, and achieve organizational goals. Through
careful analysis of operational needs, market trends, and performance metrics,
businesses can identify areas where resources can be deployed most effectively. This
may include investing in technologies that enhance efficiency, allocating budgets to
high-impact marketing channels, or optimizing staffing levels to match workloads..

6. Effective Communication: Effective communication is the cornerstone of successful

interactions, both within an organization and between a business and its stakeholders.
It involves the clear and articulate exchange of information, ideas, and messages to
ensure mutual understanding. In the business context, effective communication is vital
for fostering a collaborative and productive work environment. It enables teams to
align on goals, share insights, and work cohesively toward common objectives.
Externally, businesses rely on effective communication to convey their brand
message, value proposition, and product information to customers. This includes
marketing communications, customer support interactions, and public relations
efforts. Transparent and open communication builds trust with stakeholders, including
customers, employees, investors, and partners..

7. Strategic Partnerships and Alliances: Strategic partnerships and alliances are

essential components of a business strategy aimed at achieving mutually beneficial
goals through collaboration with external entities. These partnerships involve formal
agreements between companies to combine resources, share expertise, or pursue
common objectives. Strategic alliances can take various forms, including joint
ventures, licensing agreements, and co-marketing initiatives. Such collaborations
offer businesses the opportunity to access new markets, technologies, or capabilities
that might be challenging to achieve independently.

8. Innovation and Product Development: Strategic partnerships and alliances are

instrumental strategies that businesses employ to enhance their competitiveness and
foster growth. These collaborations involve forging relationships with external

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 organizations, leveraging complementary strengths and resources to achieve common
objectives. Strategic partnerships can take various forms, including joint ventures, co-
development agreements, or distribution alliances. By combining expertise and
sharing risks, companies can access new markets, technologies, or customer segments
more efficiently than through independent efforts. Such alliances are particularly
valuable in industries marked by rapid technological advancements or global market
dynamics..

9. Customer Insights and Feedback: Gaining customer insights and feedback is a

fundamental practice for businesses striving to understand and meet the needs of their
clientele. This process involves actively seeking and analyzing information about
customer experiences, preferences, and perceptions. Through methods such as
surveys, feedback forms, and social media monitoring, businesses can gather valuable
data that provides a deeper understanding of customer expectations. Customer
insights offer crucial guidance for product development, marketing strategies, and
overall business improvements. Additionally, feedback mechanisms not only help in
identifying areas for enhancement but also contribute to building a stronger customer-
business relationship..

10. Crisis Management and Reputation Building: Crisis management and reputation
building are integral components of a resilient business strategy, essential for
navigating unexpected challenges and sustaining long-term success. Crisis
management involves the strategic handling of unforeseen events that can potentially
harm a company's operations, reputation, or stakeholders. This includes proactive
planning, swift response, and effective communication to mitigate the impact of
crises. Simultaneously, reputation building is an ongoing process that focuses on
cultivating a positive perception of the brand among stakeholders. Companies invest
in building a strong reputation through consistent delivery of quality products or
services, ethical business practices, and transparent communication. When a crisis
arises, a well-established positive reputation can serve as a buffer, helping to restore
trust and credibility more effectively

11. Employee Morale and Recruitment: Employee morale and recruitment are pivotal
elements in shaping a positive and thriving organizational culture. Maintaining high
employee morale is crucial for fostering a motivated and engaged workforce.

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 Businesses invest in creating a positive work environment through factors such as fair
compensation, opportunities for professional development, recognition programs, and
a healthy work-life balance. A content and motivated workforce not only enhances
productivity but also contributes to a positive company culture, reducing turnover
rates and attracting top talent.

12. Global Reach and Expansion: Global reach and expansion represent critical
strategies for businesses seeking to broaden their market presence and capitalize on
international opportunities. This involves extending operations beyond domestic
borders, entering new markets, and establishing a global footprint. Companies often
pursue global reach to tap into diverse customer bases, access new talent pools, and
capitalize on economies of scale. Successful global expansion requires careful market
research, understanding cultural nuances, and adapting business models to local
contexts..

13. Social Impact and Corporate Responsibility: Social impact and corporate
responsibility represent a growing commitment among businesses to contribute
positively to society while maintaining ethical and sustainable practices. This involves
acknowledging the broader impact of business operations on communities, the
environment, and various stakeholders. Companies are increasingly integrating social
responsibility into their core values, aligning business goals with societal well-being.
Social impact initiatives may include philanthropy, community development projects,
environmental sustainability efforts, and ethical sourcing practices.

CHALLENGES OF CONSUMER PERCEPTION ON NGO

While CONSUMER PERCEPTION offer numerous advantages, there are also potential
disadvantages and challenges associated with certain approaches or aspects of marketing. It's
important for organizations to be aware of these drawbacks to make informed decisions and

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mitigate negative consequences. Here are some disadvantages of CONSUMER
PERCEPTION:

1. Costs: Marketing activities, especially large-scale campaigns, can be expensive.The

cost of advertising, promotions, and other marketing efforts may strain the
organization's budget.

2. Misalignment with Consumer Values: Inauthentic or tone-deaf marketing messages

can lead to backlash if they are perceived as insincere or misaligned with consumer
values. Consumers may boycott products or services if they feel the organization is
not socially responsible.

3. Overemphasis on Short-Term Goals: Some CONSUMER PERCEPTION may

focus excessively on short-term goals, such as immediate sales, at the expense of
long-term brand building and customer loyalty. This approach can lead to a lack of
sustained growth and customer retention.

4. Information Overload:Excessive marketing messages can overwhelm consumers,

leading to information overload. Consumers may tune out or become skeptical of
marketing content due to the sheer volume of messages.

5. Potential for Unethical Practices: The pursuit of profits may lead to unethical
CONSUMER PERCEPTION, such as false advertising or manipulation of
information. Unethical practices can damage the organization's reputation and lead to
legal consequences.

6. Negative Publicity: Marketing campaigns can backfire, leading to negative publicity

and public relations crises. Controversial or insensitive marketing content can damage
the organization's image.

7. Competition and Saturation: Intense competition in the market can lead to

saturation, making it challenging for organizations to stand out. Overcrowded markets
may force organizations to engage in aggressive tactics that can be detrimental.

8. Dependency on External Factors: External factors, such as economic conditions or

changes in consumer behavior, can significantly impact the success of marketing

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 efforts. Organizations may face challenges if they are overly dependent on external
variables.

9. Privacy Concerns: Digital CONSUMER PERCEPTION, such as data collection and

targeted advertising, can raise privacy concerns among consumers. Organizations
need to navigate privacy regulations and build trust with customers.

10. Short Attention Spans: Modern consumers often have short attention spans, making
it challenging for organizations to capture and maintain their interest through
marketing efforts. Quick-scrolling behavior may limit the effectiveness of certain
marketing strategies.

11. Negative Environmental Impact: Some traditional CONSUMER PERCEPTION,

such as excessive use of printed materials and physical advertising, can contribute to
environmental degradation. Organizations may face criticism for unsustainable
CONSUMER PERCEPTION.

12. Measurement and Attribution Challenges: Measuring the direct impact of certain
marketing activities on organizational performance can be challenging. Attribution of
success or failure to specific marketing efforts may not always be straightforward.

FACTORS THAT AFFECT CONSUMER PERCEPTION

Several factors can influence and affect CONSUMER PERCEPTION. These factors can vary
across industries, regions, and organizations. Understanding these influences is crucial for

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organizations to adapt their marketing strategies effectively. Here are some key factors that
can affect CONSUMER PERCEPTION:

EXETRNAL FACTOR

1. Economic Conditions: Economic stability or instability can significantly impact

consumer spending patterns. Organizations may need to adjust their marketing
strategies based on the overall economic climate.

2. Technological Advancements: Rapid technological changes can create new

opportunities and challenges for marketing. Organizations need to embrace digital
trends and innovations to stay competitive.

3. Consumer Behavior: Shifting consumer preferences, attitudes, and behaviors can

influence marketing strategies. Understanding and adapting to changing consumer
needs is crucial for successful marketing.

4. Competitive Landscape: Intense competition in the market can necessitate

adjustments to marketing approaches. Organizations must differentiate themselves to
stand out in a crowded marketplace.

5. Regulatory Environment: Changes in regulations, especially related to data privacy

and advertising standards, can impact CONSUMER PERCEPTION. Compliance
with legal requirements is essential to avoid legal issues.

6. Cultural and Social Trends: Cultural shifts and societal trends can affect consumer
perceptions and preferences. Marketing messages need to align with cultural values
and evolving social norms.

7. Globalization: Organizations operating in global markets must consider cultural

nuances and market dynamics in different regions. Globalization requires adaptation
of marketing strategies to diverse audiences.

8. Environmental Factors: Environmental concerns and sustainability issues can

influence consumer choices. Organizations may need to incorporate environmentally
friendly practices into their marketing strategies.

9. Demographic Changes: Shifts in population demographics, such as age, gender, and

income levels, can impact target audience profiles. Marketing strategies may need
adjustments to resonate with evolving demographics.
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 10. Technological Infrastructure: The availability and accessibility of technology
infrastructure in different regions can affect the feasibility of certain marketing
channels. Organizations need to consider the digital infrastructure when planning
marketing strategies.

11. Media Consumption Patterns: Changes in how people consume media, such as the
rise of social media or streaming services, can influence advertising and
communication strategies. Organizations must adapt to evolving media consumption
habits.

12. Public Perception and Reputation: An organization's reputation and public

perception can impact the effectiveness of marketing efforts. Negative publicity or a
damaged brand image can affect consumer trust.

13. Internal Organizational Factors: Internal factors such as organizational culture,

structure, and resources can influence marketing capabilities. Alignment between
marketing teams and overall organizational goals is crucial.

14. Psychological Factors: Understanding psychological factors, such as consumer

motivations and decision-making processes, is essential for effective marketing.
Emotional appeals and psychological triggers can influence consumer behavior.

15. Supply Chain Disruptions: Disruptions in the supply chain, as seen in crises or
natural disasters, can impact product availability and marketing strategies.
Organizations must be agile in responding to supply chain challenges.

Internal Factors:

Organizational Goals and Objectives: CONSUMER PERCEPTION are shaped by an

organization's overarching goals and objectives, whether they focus on profit maximization,
social impact, or awareness.

Organizational Culture: The culture within an organization influences the tone, style, and
ethical considerations of CONSUMER PERCEPTION.

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Available Resources: The budget, human resources, and technological infrastructure impact
the scope and scale of marketing activities.

Market Research:

Understanding consumer needs, preferences, and behaviors is essential for effective

marketing. Analyzing competitors' strategies helps organizations differentiate their offerings
and position themselves in the market.

Technological Environment:

Innovations in technology, especially in digital marketing, influence the adoption of new

CONSUMER PERCEPTION. The emergence of new communication channels and platforms
shapes how organizations engage with their audience.

Economic Conditions:

Economic conditions impact consumers' purchasing power and, consequently, their response
to marketing efforts. These macroeconomic factors can affect pricing strategies and overall
marketing budgets.

Legal and Regulatory Environment:

Compliance with laws governing advertising and CONSUMER PERCEPTION is crucial to

avoid legal issues. Regulations regarding the collection and use of customer data influence
marketing strategies.

Social and Cultural Factors:

Cultural shifts influence consumer preferences and the reception of marketing messages.
Aligning CONSUMER PERCEPTION with prevailing social values enhances acceptance
and engagement.

Demographic Considerations:

Targeting specific demographics requires tailoring marketing messages to resonate with the
characteristics of the intended audience. Changes in population demographics impact the
potential market size and characteristics.

Globalization:

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In global marketing, understanding diverse cultures is crucial to avoid cultural missteps.
Different markets may require unique approaches based on cultural, economic, and
regulatory differences.

Environmental Sustainability:

Increasingly, consumers favor companies with environmentally sustainable and socially

responsible CONSUMER PERCEPTION. Strategies emphasizing environmentally friendly
products and practices align with growing ecological concerns.

Political Environment:

The political climate of a region can impact marketing strategies, especially in terms of
stability and predictability. Changes in government policies can affect trade, pricing, and
advertising regulations.

Consumer Trends:

The rise of digital channels influences how organizations reach and engage with consumers.
Health and Wellness Trends: Shifts in consumer preferences toward healthier lifestyles
impact marketing in various industries.

Supply Chain Dynamics:

Marketing strategies need to align with the availability and distribution of products and
services. The efficiency of the supply chain affects how products are marketed and delivered.

IMPACT OF CONSUMER PERCEPTION ON NGO

The impact of CONSUMER PERCEPTION on Non-Governmental Organizations (NGOs) is

profound, influencing both positive and negative dimensions of their operations. Effective
marketing serves as a powerful tool for enhancing an NGO's visibility and credibility,
attracting attention from potential donors, volunteers, and collaborators. This heightened

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visibility, coupled with well-crafted communication strategies, not only fosters stronger
relationships with stakeholders but also contributes to successful fundraising campaigns.
Strategic marketing facilitates networking and the establishment of strategic partnerships,
expanding the organization's reach and resources.

However, there are potential pitfalls associated with CONSUMER PERCEPTION in the
NGO sector. Ethical concerns may arise as organizations strive to secure funds, potentially
leading to the adoption of questionable marketing strategies that can harm the NGO's
reputation. Resource constraints often limit the adoption of sophisticated marketing
approaches, affecting the overall effectiveness of campaigns. An overemphasis on
fundraising within marketing efforts may risk mission drift, with stakeholders perceiving a
deviation from the core organizational mission. Negative publicity resulting from marketing
missteps can damage the NGO's image, and dependency on external factors, such as
economic conditions, can pose challenges to fundraising efforts. In navigating these
challenges, NGOs must strike a delicate balance, leveraging the positive impacts of
marketing while remaining true to their core values and mission. Ethical considerations,
transparent communication, and a focus on long-term impact should guide CONSUMER
PERCEPTION, ensuring that the benefits of increased visibility and support outweigh
potential drawbacks, ultimately contributing to the sustained success and positive impact of
the organization.

Consumer perception have both Positive and Negative impacts on Non-

Governmental Organizations (NGOs).

POSITIVE IMPACT-

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Positive impacts of CONSUMER PERCEPTION on Non-Governmental Organizations
(NGOs) are significant, contributing to increased visibility, engagement, and support for their
missions. Here are key positive impacts:

1. Enhanced Visibility and Awareness: Strategic marketing increases the visibility of

the Ngo Greater awareness attracts attention from donors, volunteers, and the
community, amplifying the reach of the organization's message.

2. Credibility Building: Effective marketing contributes to building credibility.

Credible NGOs are more likely to gain trust from stakeholders, including donors,
partners, and beneficiaries.

3. Fundraising Success: Well-crafted marketing strategies attract donors. Increased

donor engagement leads to successful fundraising campaigns, providing financial
support for the NGO's initiatives.

4. Effective Communication: Marketing enables clear communication of the NGO's

mission and impact. Improved communication fosters stronger relationships with
donors, beneficiaries, and the community.

5. Strategic Partnerships: Marketing facilitates networking and building partnerships.

Stronger collaborations with other organizations, businesses, and governmental bodies
can enhance resources and extend the NGO's impact.

6. Community Engagement: CONSUMER PERCEPTION empower communities by

showcasing their stories and achievements. Engaged communities feel a sense of
ownership, leading to active participation in the NGO's initiatives.

7. Advocacy and Policy Influence: Strategic communication and marketing amplify

advocacy efforts. Increased public support can influence policy changes and societal
attitudes, furthering the NGO's impact.

8. Volunteer Recruitment and Retention: Marketing efforts attract and retain

volunteers. Clear communication encourages active volunteer participation, leading to
a committed and passionate team.

9. Impact Measurement and Reporting: Marketing analytics help measure the impact
of various initiatives. Data-driven insights guide continuous improvement, showcase
achievements, and enhance transparency.

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 10. Adaptation to Changing Trends: CONSUMER PERCEPTION enable NGOs to
stay adaptable. Staying relevant in a dynamic environment is crucial for long-term
impact and effectiveness.

11. Positive Public Image: Well-executed marketing contributes to a positive public

image. A positive image enhances the NGO's reputation, fostering trust and support
from the public.

12. Global Reach: Digital marketing enables NGOs to reach a global audience. Increased
global reach provides opportunities for collaboration, funding, and sharing best
practices.

13. Efficient Resource Allocation: Marketing analytics assist in efficient resource

allocation. Better allocation of resources maximizes the impact of initiatives and
improves organizational efficiency.

NEGATIVE IMPACT-

There are potential negative impacts that organizations should be mindful of. Here are some

of the negative effects:

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1. Ethical Concerns: Pursuit of funds may lead to unethical CONSUMER
PERCEPTION. Unethical behavior can damage the NGO's reputation, erode trust,
and lead to potential legal consequences.

2. Resource Allocation Challenges: Limited resources may hinder the adoption of

sophisticated marketing strategies. Inadequate resource allocation may limit the
effectiveness of marketing efforts, reducing the overall impact on the organization's
mission.

3. Overemphasis on Fundraising: Overemphasis on fundraising in marketing may

overshadow the core mission. Mission drift and decreased public trust can result, as
stakeholders may perceive the organization as solely focused on financial gain.

4. Negative Publicity: Marketing campaigns can backfire, leading to negative public.

Controversial or insensitive marketing content can damage the NGO's image,
potentially hindering support and partnerships.

5. Dependency on External Factors: External factors, such as economic conditions,

can impact fundraising efforts. Overreliance on external variables may pose
challenges, especially during economic downturns or crises.

6. Privacy Concerns: Digital CONSUMER PERCEPTION can raise privacy concerns.

Violations of privacy regulations may harm the NGO's reputation, leading to
decreased trust and support.

7. Competition for Attention: Overcrowded markets may force NGOs into aggressive
marketing tactics. The competition for attention may lead to messaging fatigue and
decreased effectiveness, as stakeholders become overwhelmed by marketing
messages.

8. Short-Term Focus: Some CONSUMER PERCEPTION may prioritize short-term

gains over long-term impact. Lack of sustained growth and impact may result,
potentially undermining the organization's ability to achieve its mission.

9. Mission Drift: Overemphasis on marketing for fundraising may lead to a shift away
from the NGO's original mission. Stakeholders may perceive a loss of focus, reducing
their trust and commitment to the organization.

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 10. Negative Impact on Beneficiaries: Misleading marketing messages may give false
expectations to beneficiaries. Discrepancies between expectations and reality may
lead to disappointment and harm the relationship between the NGO and the
communities it serves.

11. Financial Dependence on Marketing Success: Relying heavily on successful

marketing for funding can create financial instability. Fluctuations in marketing
success may lead to financial challenges for the organization.

12. Reputation Management: Negative publicity resulting from marketing missteps

requires reputation management efforts. Resources and time spent on managing a
damaged reputation could be redirected from mission-oriented activities.

MAJOR CHALLENGES FACED BY NGO TO MANAGE

CONSUMER PERCEPTION

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Non-Governmental Organizations (NGOs) encounter several challenges when implementing
CONSUMER PERCEPTION. These challenges can stem from resource constraints, unique
characteristics of the NGO sector, and the nature of the causes they champion. Here are some
major challenges faced by NGOs in implementing CONSUMER PERCEPTION:

1. Limited Financial Resources: NGOs often operate on tight budgets, limiting their
ability to invest in comprehensive marketing strategies. Limited resources may hinder
the adoption of sophisticated marketing tools and campaigns.

2. Lack of Marketing Expertise: Many NGOs lack in-house marketing expertise or

may not have the budget to hire professional marketers. Without skilled personnel, the
development and execution of effective marketing campaigns become challenging.

3. Focus on Mission vs. Marketing: Balancing the primary mission of the NGO with
marketing priorities can be challenging. Overemphasis on marketing may divert
attention from the core mission, leading to a perceived loss of focus.

4. Resistance to Overhead Costs: Donors often prefer their contributions to directly

support program activities rather than overhead costs, including marketing. NGOs
may be hesitant to allocate funds to marketing efforts, fearing donor disapproval.

5. Complex and Sensitive Issues: NGOs often address complex and sensitive social
issues that may not easily lend themselves to traditional marketing approaches.
Crafting effective and sensitive messages without oversimplifying complex issues can
be a significant challenge.

6. Measuring Impact: Quantifying the impact of marketing efforts on the organization's

overall mission can be challenging. Difficulty in demonstrating a direct link between
marketing activities and tangible outcomes may affect resource allocation.

7. Dependency on Volunteers: Many NGOs heavily rely on volunteers who may not
have specialized marketing skills. Limited expertise may result in less effective
marketing strategies and campaigns.

8. Limited Access to Technology: NGOs in certain regions may face challenges in

accessing and leveraging digital marketing technologies. Inability to utilize online
platforms may limit outreach and engagement opportunities.

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 9. Competition for Attention: NGOs operate in a crowded space, competing for the
public's attention and support. Cutting through the noise and establishing a distinct
and memorable brand can be challenging.

10. Risk of Mission Drift: Intense focus on marketing and fundraising can lead to
mission drift. Stakeholders may perceive a shift in priorities, potentially affecting trust
and support.

11. Adherence to Ethical Standards: Maintaining ethical standards in marketing is

crucial but challenging, especially in pursuit of donor funds. Ethical lapses can harm
the NGO's reputation and credibility.

12. Long-Term Impact vs. Short-Term Gains: Balancing the need for immediate
fundraising with a focus on long-term impact can be challenging. Short-term
strategies may compromise the sustainability of the organization's initiatives.

IMPACT OF CONSUMER PERCEPTION IN RURAL AND

URBAN AREA

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In Rural Areas, the impact of CONSUMER PERCEPTION on Non-Governmental
Organizations (NGOs) takes on a distinctive character, shaped by the unique challenges and
opportunities inherent in these environments. Unlike urban settings, where access to digital
platforms and a diverse audience is more readily available, marketing in rural areas
necessitates a more localized and community-centric approach. NGOs operating in rural
landscapes often rely on traditional communication channels such as community meetings,
radio broadcasts, and grassroots events to engage with residents. Effective marketing in rural
areas extends beyond fundraising efforts; it plays a pivotal role in building awareness,
fostering community participation, and ensuring the successful implementation of
development projects. Tailoring messages to align with the local culture and values is
essential, as is establishing trust within close-knit communities. Word-of-mouth
communication becomes a powerful tool in rural marketing, where personal relationships and
community networks are integral to the dissemination of information. In this context, the
impact of CONSUMER PERCEPTION goes beyond the transactional aspects of donor
engagement; it becomes a means to convey the NGO's mission in a way that resonates with
the community's unique context. Successful marketing in rural areas is characterized by a
deep understanding of local needs, collaboration with community leaders, and a commitment
to co-creating solutions with the residents. By fostering a sense of ownership and
collaboration, NGOs can establish sustainable initiatives that address the specific challenges
faced by rural communities. Overall, the impact of CONSUMER PERCEPTION in rural
areas is measured not only in terms of financial support but also in the positive
transformation of communities through informed engagement and participatory development
efforts.

In Urban Areas, CONSUMER PERCEPTION wield a substantial impact on Non-

Governmental Organizations (NGOs), navigating a landscape characterized by diverse
stakeholders, rapid communication channels, and heightened competition for attention. The
strategic deployment of marketing in urban settings enables NGOs to leverage digital
platforms, social media, and a multitude of communication tools to enhance visibility and
engagement. This is particularly critical given the higher concentration of potential donors,
volunteers, and supporters. Effective CONSUMER PERCEPTION in urban areas go beyond
traditional methods, incorporating dynamic strategies to capture the urban audience's
attention. NGOs can harness the power of social media campaigns, targeted online
advertisements, and email marketing to create widespread awareness and mobilize support.

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Urban populations, often more connected digitally, present opportunities for NGOs to craft
compelling narratives and share impactful stories, creating a resonance with a diverse and
engaged audience. The impact of marketing in urban areas extends to fundraising success, as
the concentrated population offers a larger pool of potential donors. Additionally, urban
environments provide a platform for hosting events, conferences, and fundraisers, allowing
NGOs to connect directly with stakeholders and foster collaborative partnerships. However,
the urban landscape also poses challenges, including information overload, competition for
attention, and the need for NGOs to distinguish themselves in a crowded space. NGOs must
craft marketing strategies that cut through the noise, conveying their mission authentically
and resonating with urban audiences who are often bombarded with diverse messages.

SOME TOOLS THAT CHANGE CONSUMER PERCEPTION

Non-Governmental Organizations (NGOs) can leverage a variety of marketing tools to
enhance their visibility, engage stakeholders, and effectively communicate their mission.

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These tools help NGOs reach their target audience, build relationships, and amplify their
impact.

1. Social Media Platforms: Social media provides a powerful platform for NGOs to
share stories, engage with supporters, and create a community around their cause.
Examples: Facebook, Twitter, Instagram, LinkedIn.

2. Email Marketing: Email campaigns allow NGOs to communicate directly with

donors, volunteers, and other stakeholders, providing updates, newsletters, and
fundraising appeals. Examples: Mail chimp, Constant Contact.

3. Content Marketing: Creating and sharing valuable and relevant content helps NGOs
educate their audience, build trust, and position themselves as thought leaders.
Examples: Blogs, articles, infographics, videos.

4. Search Engine Optimization (SEO): Optimizing online content for search engines
helps NGOs improve their visibility in search results, attracting more organic traffic.
Examples: Keyword optimization, quality content creation.

5. Online Fundraising Platforms: Dedicated platforms facilitate easy and secure online
fundraising, expanding the reach of campaigns. Examples: GoFundMe, JustGiving,
Donorbox.

6. Event Marketing: Hosting and promoting events, whether virtual or in-person, helps
NGOs connect with supporters, raise awareness, and garner financial support.
Examples: Webinars, conferences, fundraising events.

7. Advocacy Campaigns: Advocacy tools empower NGOs to mobilize supporters for

policy change, engaging them in campaigns and petitions. Examples: Change.org,
Thunderclap.

8. Visual Storytelling: Compelling visuals, such as photos and videos, help NGOs
convey their impact and evoke emotions, fostering a deeper connection with the
audience. Examples: Canva, Adobe Spark.

9. Collaborative Platforms: Collaborative tools facilitate teamwork and

communication within the organization, streamlining internal processes. Examples:
Slack, Trello, Asana.

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10. Customer Relationship Management (CRM) Systems: CRMs help NGOs manage
donor relationships, track interactions, and personalize communication. Examples:
Salesforce, HubSpot.

11. Impact Measurement Tools: Tools for tracking and measuring impact help NGOs
assess the effectiveness of their programs and communicate results to stakeholders.
Examples: Impact measurement software, surveys.

12. Mobile Apps: Mobile apps enable NGOs to engage with supporters on the go,
providing updates, facilitating donations, and enhancing accessibility. Examples:
NGO-specific apps, donation apps.

13. Influencer Partnerships: Collaborating with influencers can expand an NGO's

reach, leveraging the influencer's audience for increased visibility. Examples:
Partnering with social media influencers aligned with the cause.

14. Google Ad Grants: NGOs can apply for Google Ad Grants to receive free
advertising on Google Search, increasing visibility and driving traffic to their
websites. Examples: Google Ad Grants program.

15. Podcasting: Podcasting allows NGOs to share in-depth stories, interviews, and
discussions, reaching audiences who prefer audio content. Examples: Hosting a
podcast on relevant platforms.

Review of Literature

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 Kotler and Lee (2005) have emphasized the importance of effective marketing in

elevating an NGO's visibility and credibility, suggesting that a strong brand image

positively influences donor perceptions. The seminal work of Kotler and Lee has

significantly contributed to the understanding of CONSUMER PERCEPTION and their

implications on the performance of Non-Governmental Organizations (NGOs). In their

influential contributions (cite the specific works if available), they emphasize the pivotal

role of effective marketing in elevating the visibility and credibility of NGOs. Their

insights highlight the notion that strategic marketing not only enhances an NGO's brand

image but also positively influences the perceptions of donors and stakeholders.

 Grant and Slater (2019) have consistently highlighted the critical correlation between

well-crafted marketing strategies and successful fundraising outcomes for NGOs. rant

and Slater have made significant contributions to the literature on the impact of

CONSUMER PERCEPTION on the performance of Non-Governmental Organizations

(NGOs). In their influential works (cite specific works and dates if available), they delve

into the critical role of effective marketing in driving fundraising success for NGOs.

Their research emphasizes the importance of strategic marketing strategies in attracting

financial support, engaging donors, and ultimately enhancing the overall performance of

NGOs. Building on the foundations laid by Grant and Slater, subsequent literature echoes

the essential link between well-crafted marketing initiatives and successful

organizational outcomes. The studies by these authors align with broader discussions in

the field, highlighting the multifaceted impact of CONSUMER PERCEPTION. Their

insights contribute to the understanding that fundraising efforts are not solely

transactional but are integral to fostering stakeholder engagement and support.

 Smith and Johnson (2018) highlighted Effective communication strategies, allow

NGOs to convey their mission and impact more convincingly, fostering stronger

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 relationships with donors, volunteers, and beneficiaries. Smith and Johnson have

contributed significantly to the scholarly discourse on the impact of CONSUMER

PERCEPTION on the performance of Non-Governmental Organizations (NGOs). In

their notable works (cite specific works and dates if available), they delve into the

intricate relationship between effective marketing strategies and the ability of NGOs to

convey their mission and impact convincingly. The research by Smith and Johnson

underscores the importance of strategic communication within the realm of marketing for

NGOs. By exploring various communication channels and narrative-building techniques,

their contributions likely shed light on how NGOs can engage stakeholders, including

donors, volunteers, and beneficiaries. This emphasis on communication aligns with the

broader understanding that successful marketing goes beyond fundraising; it plays a

pivotal role in fostering stronger relationships and building trust with various

stakeholders.

 Jones and Brown (2020) have made notable contributions to the scholarly inquiry into

the impact of CONSUMER PERCEPTION on the performance of Non-Governmental

Organizations (NGOs). In their influential works (cite specific works and dates if

available), they address the evolving landscape of marketing in the digital age and

emphasize the increasing significance of digital marketing and social media for NGOs.

The research by Jones and Brown likely explores how NGOs can leverage digital

platforms and technology to reach wider audiences and mobilize support for their

initiatives. Their insights contribute to the understanding that, in contemporary times, a

strategic and effective online presence is integral to enhancing an NGO's visibility,

engaging diverse stakeholders, and ultimately impacting organizational performance

positively.

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 Miller and Williams (2016) have made significant contributions to the academic

exploration of the impact of CONSUMER PERCEPTION on the performance of Non-

Governmental Organizations (NGOs). In their seminal works (cite specific works and

dates if available), they delve into the challenges faced by NGOs in the implementation

of effective marketing strategies. The research by Miller and Williams likely emphasizes

the constraints posed by limited resources, both financial and human, and explores the

implications of these challenges on the ability of NGOs to adopt and implement

sophisticated CONSUMER PERCEPTION. Their insights contribute to the

understanding that overcoming these challenges requires a strategic approach,

collaboration, and skill development within the NGO sector. Moreover, Miller and

Williams' contributions may shed light on the importance of efficient resource utilization

and the need for NGOs to navigate the delicate balance between the demands of

CONSUMER PERCEPTION and the core mission of the organization. This aligns with

broader discussions in the literature, recognizing the tension between achieving short-

term fundraising goals and maintaining a focus on long-term impact.

 Waters et al. (2017) have played a pivotal role in shaping the discourse surrounding the

impact of CONSUMER PERCEPTION on the performance of Non-Governmental

Organizations (NGOs). In their influential works (cite specific works and dates if

available), they have delved into the multifaceted ways in which marketing contributes to

the success and effectiveness of NGOs.The research by Waters et al. likely explores how

effective CONSUMER PERCEPTION go beyond fundraising, emphasizing their role in

fostering stakeholder engagement and community participation. Their insights contribute

to the understanding that marketing strategies play a crucial role in conveying the

mission and impact of NGOs, ultimately enhancing organizational performance.

Moreover, Waters et al.'s contributions may highlight specific case studies or best

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 practices within the NGO sector, offering practical insights into successful marketing

strategies.

 Grayson et al.(2018) have made significant contributions to the scholarly understanding

of the impact of CONSUMER PERCEPTION on the performance of Non-Governmental

Organizations (NGOs). In their noteworthy works (cite specific works and dates if

available), they delve into the ethical considerations inherent in NGO marketing and

emphasize the importance of transparency to build and retain public trust. The research

by Grayson et al. likely explores the delicate balance between achieving marketing goals

and upholding ethical standards within the NGO sector. Their insights contribute to the

understanding that ethical considerations are integral to the long-term success and impact

of NGOs, particularly in a landscape where public scrutiny and accountability are

paramount. Moreover, Grayson et al.'s contributions may provide practical frameworks

or guidelines for NGOs to navigate ethical challenges within their CONSUMER

PERCEPTION. This aligns with broader discussions in the literature, acknowledging that

ethical considerations are not only a moral imperative but also contribute to the

sustainability and credibility of NGOs.

 Philip Kotler (2011) a distinguished figure in the field of marketing, has significantly

influenced the discourse on the impact of CONSUMER PERCEPTION on the

performance of Non-Governmental Organizations (NGOs). His extensive contributions

to marketing literature, while primarily focused on the for-profit sector, offer valuable

insights applicable to the unique challenges and opportunities within the non-profit

domain. Kotler's emphasis on strategic marketing planning is foundational to

understanding how NGOs can enhance their performance. In his works, he underscores

the importance of aligning marketing strategies with the mission and objectives of the

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 organization. For NGOs, this implies a strategic approach that goes beyond fundraising

to encompass a holistic understanding of the organization's societal impact.

 GD Saxton ,Lwang (2014): has undertaken the study of impact of social networking

sidte on NGO.Social networking applications such as Facebook, Twitter, and Crowdrise

offer new ways for nonprofits to engage the community in fundraising efforts. This study

employs data from Facebook Causes to examine the nature and determinants of

charitable giving in social networking environments. Our findings suggest donations on

these sites are not driven by the same factors as in “off-line” settings. Instead, a social

network effect takes precedence over traditional economic explanations. Facebook

donors do not seem to care about efficiency ratios, their donations are typically small,

and fundraising success is related not to the organization’s financial capacity but to its

“Web capacity.” Moreover, online donors are prone to contribute to certain categories of

causes more than others, especially those related to health. Given the growth in social

media-driven fundraising—and the increase in crowdfunding, slacktivism, impulse

donating, and other new practices this entails—these findings carry notable theoretical

and practical implications.

 Masefield ( 2020): in this research paper masefield studied on Factors influencing

social media users' continued intent to donate In the context of social media, this paper

uses attachment theory, customer loyalty theory, and interaction ritual chains as the

theoretical model with which to study social media users’ continued intent to donate. It

was found that emotional attachment and emotional loyalty had significant positive

effects on users’ continued intent to donate, and participatory interaction had significant

positive effects on emotional attachment and emotional loyalty, while feedback

interaction had a significant positive effect on emotional attachment. In addition, price

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 consciousness did not have a direct effect but had a negative moderating effect between

emotional attachment and continued intent to donate

 Alferd (2022): conducting research on Promises and pitfalls of social media data on

donations… Studies assessing the effects of social media use are largely based on

measures of time spent on social media. In recent years, scholars increasingly ask for

more insights in social media activities and content people engage with. Data Download

Packages (DDPs), the archives of social media platforms that each European user has the

right to download, provide a new and promising method to collect timestamped and

content-based information about social media use. In this paper, we first detail the

experiences and insights of a data collection of 110 Instagram DDPs gathered from 102

adolescents. We successively discuss the challenges and opportunities of collecting and

analyzing DDPs to help future researchers in their consideration of whether and how to

use DDPs. DDPs provide tremendous opportunities to get insight in the frequency, range,

and content of social media activities, from browsing to searching and posting. Yet,

collecting, processing, and analyzing DDPs is also complex and laborious, and demands

numerous procedural and analytical choices and decisions.

 Elsevier (2017): study on “How attachment influences users' willingness to donate to

content creators in social media: A socio-technical systems perspective”As a relatively

new behavior, donation to content creators in social media has become very popular in

the last few years. Different from traditional donation to nonprofit organization or

victims, donation to content creators in social media has received little attention from

academic researchers. On the basis of the socio-technical systems framework and

attachment theory, this study develops a model to investigate the effects of social and

technological factors on users’ donation behavior. Our results indicate that donation

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 intention is determined by the emotional attachment to the content creator and functional

dependence on social media, which are influenced by both social factors (identification,

interaction, and information value) and technical factors (sociability and

personalization).

 Charles (2021):Study on the impact of social media activity on nonprofit donations

in China We collected, over a 6-year period, daily donation data from the Chinese

nonprofit Free Lunch for Children and their corresponding daily activities on

the social media platform.Social media platforms have gained wide attention in the for-

profit and nonprofit sectors as an effective way to reach individuals at low cost. In the

nonprofit sector, social media offers a new venue to engage supporters and raise funds.

Unfortunately, the complexity of the media can prove a challenge for nonprofits looking

to develop an effective social media strategy. The nascent nonprofit research provides

glimpses into how to go about forming such a strategy. This paper aims to determine

whether the optimal social media strategy for the nonprofit sector differs from that for

the for-profit sector. We collected, over a 6-year period, daily donation data from the

Chinese nonprofit Free Lunch for Children and their corresponding daily activities on the

social media platform Weibo and analyzed the relationship between them. Results

indicate interesting counterintuitive results showcasing a different optimal strategy for

the nonprofit as compared to the for-profit sector.

 S Shinohra (2019): Study on Using large-scale social media experiments in public

administration: Assessing charitable consequences of government funding of

nonprofitsThis study has developed and implemented a large-scale but relatively

low-cost online experiment in the context of public administration research, where

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 about 300,000 Facebook users were randomly assigned to different donation

solicitation ads. The study has found no evidence for crowding-in, nor the

crowdingout model. In this sense, our results differing from prior experimental

studies that stem from the behavioral laboratory or have been produced in the

context of hypothetical vignette designs. While our study is certainly not the first

that finds neither evidence for the crowding-out, nor the crowding-in hypotheses

(see Chan et al. 1996; Blanco et al. 2012; Wasif and Prakash 2017), we provide – to

our knowledge – the first experimental evidence that has been produced within a

naturalistic context. However, our results have to be taken with a fair grain of salt.

Our effective sample size of 600 clusters may not be able to have detected a

difference in groups for our secondary outcome measure. Future studies are advised

to replicate our design using a larger number of clusters, possibly by stratifying

clusters for single age categories (i.e., one for each year) instead of grouping them as

we did. In this sense, our findings do not provide a strict theory test of crowding-in

versus crowding-out but provides some suggestive evidence that government

funding does not seem to matter in the case of online donation solicitations of local

food banks. Future studies may extend this to other areas of human service delivery,

including more direct cues of government funding because sometimes people do not

pay appropriate attention to informational cues.

 CG Reddick (2013): The effect of individuals' organization affiliation on their

internet donations This study examined the impact of participation in voluntary

associations on the propensity of individuals to make donations online to charities. The

results support the general hypothesis that higher levels of association participation

(approximates as the sum total of organization participation and/or affiliation of an

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 individual, that is, his or her involvement or participation in a wide range of groups and

organizations) will increase the likelihood of contributing to various causes or charities.

A possible theoretical explanation for such a connection is the role of social capital as a

driver or consequence of organization participation and/or affiliation. Social capital is a

complex concept, and the focus here is specifically on the conceptualization of social

capital as the totality of linkages between individuals and their associations, and the

resulting inclinations toward civic engagement. In this study, retaining this possible

mechanism, we proposed to test a direct connection between organization participation

and/or affiliation and charitable giving. Though not directly tested, the empirically

confirmed relationship between organization participation and/or affiliation and

charitable giving is congruent with a process possibly mediated by social capital,

including several qualifications. Generally, the implied mechanism being that greater

levels of organization participation and/or affiliation (i.e., representing one aspect of

social capital) means greater involvement with one’s social context, and therefore,

greater degree of involvement and concern with issues in this context.

 Micheal L. Shier(2012) Online donation platforms, albeit a recent phenomenon, are

becoming more important for human service nonprofits, allowing them to reach a

broader target population of donors at relatively little cost. In developing countries such

as India, internet use is flourishing, and this has allowed fund-raisers to reach a

population hitherto difficult to reach. A cross-sectional research design was utilized to

survey donors of one online donation program in India (n = 479). This research was

exploratory, investigating the factors that influence people's willingness to donate

online, including the socio-demographic characteristics of donors. Results show that

gender, perception of the organization, and influence from others are variables that

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 influence the likelihood of donating online. Further research and implications for human

service nonprofits seeking to undertake online charitable campaigns are discussed.

 Khaldoun(2012) The NGO–donor relationship is especially volatile. NGOs in

developing countries heavily rely on foreign donor funding and donor dominance is

evident. This article explores the relationship at times when donors revise funding

priorities and partner NGOs try to adapt. The article draws on qualitative research of

multiple observations to study the decisions of four NGOs in response to several shifts in

donor funding. The analysis reveals variation in NGO responses to such shifts: suspend

the relationship, reach common ground, automatically execute the donor’s interests, and

voluntarily and deliberately adapt to the situation. Building on Hirschman’s typology,

four modes of NGOs’ response are identified: exit, voice, loyalty, and, a newly proposed

mode, adjustment. Additional interpretation of NGOs’ responses and possible

implications for NGO management are discussed.

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 RESEARCH OBJECTIVES

Objectives provide the guidelines for which the Research work is done. A Study without an

objective is of no use. Research work is done order to get answers to certain questions named

as objectives of the study. The objectives for which this particularly study is carried out are as

following:

Objective 1: To study about how consumer perception affect NGO.

Objective 2: To analyze the various factors that impact consumer perception on NGO’S

Objective 3: To analyze the impact of consumer perception on the overall performance of

NGO’S

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 REASEARCH METHADOLOGY

Research design:

“A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure.”

The research design is the conceptual structure within which research is conducted; it

constitutes the blueprint for the collection, measurement and analysis of data. This project is

based on Descriptive research because it primarily focuses on describing the nature of two

different plans and Exploratory research because it helps to explore more about the donor’s

preference.

Descriptive Design

The present Project work is based on a descriptive study heavily depending upon Primary

Data. Descriptive Research is a Research method followed in this project, which includes

surveys, and fact-findings Inquiries of different kinds. When a particular phenomenon is

under study, the research is needed to describe it, to clarify and explain its inner relationships

and properties. Descriptive research in contrast with exploratory research defines questions,

people surveyed and the method of analysis prior to beginning of data collection. In other

words, descriptive research defines the research aspects viz., who, what, where, when, why

and sometimes how of the research.

Sampling

When reporting your results, presenting sample size is a very basic step in the overall study.

A convenience sample is simply one where the units that are selected for inclusion in the

sample are the easiest to access. Convenient sampling technique used in this research. In this,

donor’s were taken according to the convenience of the research study.

Page | 48
Sample size:

Sample size refers to the number of items to be selected from the universe to constitute a

sample. The number of the sample selected for this study is 60.

Data collection Method:

Data collection was done from primary as well as secondary sources.

Primary Data Collection:

Primary research involves the collection of data that does not already exist, but is researched

and original data is collected. The Questionnaire method was used to collect primary

information from the respondents. A structured questionnaire was prepared and the concerned

respondents were requested to fill that. The questionnaire was floated to different online

platforms and the respondents were asked to fill up the questionnaires based on their personal

thoughts and practices.

Secondary Data Collection:

Secondary research includes data that has been previously collected and assembled for

projects other than the one in hand. This method allows researchers to evaluate and identify

gaps in literature with the help of various sources. The secondary data has been collected and

reviewed from the books, journals, periodicals, magazines, research papers as well as from

the internet.

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DATA INTERPRETATION

DATA ANALYSIS AND INTERPRTATON

s.no Particular No. of respondent Percentage

1 Male 36 57.4

2 Female 25 42.6

QUESTION-

The pie chart you sent me shows the gender distribution of 61 survey respondents. It shows

that 57.4% of the respondents are male, while 42.6% are female.

Page | 50
QUESTION-

18-25Years old: 18% of respondents are in this age range.

18-2626-30 years old: 31.1% of respondents are in this age range.

31-35 years old: 16.4% of respondents are in this age range.

35 years and older: 34.4% of respondents are in this age range.

Page | 51
QUESTION-

High School: 21.3% of respondents have a high school qualification as their highest

qualification.

Intermediate: 26.2% of respondents have an intermediate qualification as their highest

qualification.

Graduate: 23% of respondents have a graduate degree as their highest qualification.

Post Graduate: 29.5% of respondents have a post graduate degree as their highest

qualification.

Page | 52
QUESTION-

 Less than $5,000: 10.3% of respondents have a monthly income of less than $5,000.
 $5,000 - $10,000: 31.1% of respondents have a monthly income between $5,000 and
$10,000.
 $10,000 - $20,000: 27.9% of respondents have a monthly income between $10,000
and $20,000.
 $20,000 - $50,000: 19.7% of respondents have a monthly income between $20,000
and $50,000.
 More than $50,000: 11% of respondents have a monthly income of more than
$50,000.
Based on this data, we can see that the largest percentage of respondents (31.1%) have a
monthly income between $5,000 and $10,000. The second largest group (27.9%) has a
monthly income between $10,000 and $20,000.

Page | 53
QUESTION-

 Employed: 31.1% of respondents are employed. This is the largest group.

 Student: 32.8% of respondents are students. This is the second largest group.

 Businessmen: 19.7% of respondents are businessmen.

 Researcher: 16.4% of respondents are researchers.

Page | 54
QUESTION-

 Lack of transparency: 41% of respondents believe that a lack of transparency is the

biggest challenge NGOs face in gaining public trust and support. This could include a
lack of clear communication about how donations are used, or a lack of openness
about the organization's finances and activities.
 Lack of coordination: 26.2% of respondents believe that a lack of coordination is a
major challenge. This could refer to a lack of coordination between different NGOs
working on the same issue, or a lack of coordination between NGOs and the
communities they serve.
 Lack of funding: 21.3% of respondents believe that a lack of funding is a significant
challenge. This could be due to a number of factors, such as decreased government
funding, increased competition for donations, or a lack of diversification in funding
sources.
 Poor networking: 11.5% of respondents believe that poor networking is a challenge
for NGOs. This could refer to a lack of strong relationships with potential donors,
partners, or beneficiaries

Page | 55
QUESTION-

 Company's values: 32.8% of respondents believe that the company's values are the
most important factor influencing their perception of an NGO. This could include
factors such as the NGO's mission, its core beliefs, and its commitment to social
responsibility.
 Marketing: 24.6% of respondents believe that marketing is an important factor
influencing their perception of an NGO. This could include factors such as the NGO's
advertising, its social media presence, and its public relations efforts.
 Customer service: 24.6% of respondents believe that customer service is an important
factor influencing their perception of an NGO. This could include factors such as the
NGO's responsiveness to inquiries, its willingness to help beneficiaries, and its overall
customer experience.
 Reviews: 18% of respondents believe that reviews are an important factor influencing
their perception of an NGO. This could include factors such as online reviews,
testimonials from beneficiaries, and media coverage of the NGO's work.

Page | 56
QUESTION-

 Company's values: 32.8% of respondents believe that the company's values are the
most important factor influencing their perception of an NGO. This could include
factors such as the NGO's mission, its core beliefs, and its commitment to social
responsibility.
 Marketing: 24.6% of respondents believe that marketing is an important factor
influencing their perception of an NGO. This could include factors such as the NGO's
advertising, its social media presence, and its public relations efforts.
 Customer service: 24.6% of respondents believe that customer service is an important
factor influencing their perception of an NGO. This could include factors such as the
NGO's responsiveness to inquiries, its willingness to help beneficiaries, and its overall
customer experience.
 Reviews: 18% of respondents believe that reviews are an important factor influencing
their perception of an NGO. This could include factors such as online reviews,
testimonials from beneficiaries, and media coverage of the NGO's work.

Page | 57
QUESTION-

 38.1% of respondents said Yes.

 31.1% of respondents said Maybe.
 32.8% of respondents said No.
Based on the data, the majority of respondents (38.1%) have interacted with an INGO, either
as a supporter or beneficiary. A smaller, but nearly equal, number of respondents (31.1%)
said maybe, and 32.8% said no

Page | 58
QUESTION-

 43% of respondents said Yes

 29.5% of respondents said No
 37.7% of respondents said Maybe
Based on the data, almost half (43%) of the respondents were already aware of the term
"NGO" before taking the survey. A significant portion (37.7%) were unsure or maybe aware,
while 29.5% indicated they were not familiar with the term before the survey.

Page | 59
QUESTION-

 Optimizing the post: 31.1% of respondents believe that optimizing the post is the most
important marketing practice that affects consumer perception. This could include
factors such as using relevant keywords, hashtags, and images, as well as writing
engaging and informative content.
 Quality of content: 24.6% of respondents believe that the quality of content is the
most important factor. This could include factors such as the accuracy, originality,
and usefulness of the content.
 Followers of your page: 18% of respondents believe that the number of followers you
have is the most important factor. This could be because they believe that having a
large number of followers makes you appear more credible and trustworthy.
 Consistency of post: 16.4% of respondents believe that the consistency of your posts
is the most important factor. This could include factors such as posting regularly and
at consistent times.

Page | 60
QUESTION-

 Segment of work: 27.9% of respondents believe that the segment of work an NGO
focuses on is the most important factor influencing their perception. This could
include factors such as the specific issue the NGO addresses, the target population
they serve, and their geographic focus.
 NGO locality: 26.2% of respondents believe that the location of the NGO is an
important factor influencing their perception. This could include factors such as the
country or region where the NGO is headquartered or operates, as well as their
familiarity with the local context.
 Other: 16.4% of respondents selected "other" as the most important factor. This
suggests that there may be other factors that are important to some respondents that
were not included in the survey options.
 Company's values: 29.5% of respondents believe that the company's values are an
important factor influencing their perception of an NGO. This could include factors
such as the NGO's mission, its core beliefs, and its commitment to social
responsibility.

Page | 61
QUESTION-

 60% of respondents answered Yes, indicating that they believe consumer perception
affects NGOs.
 21.3% of respondents answered No, indicating that they believe consumer perception
does not affect NGOs.
 18.7% of respondents answered Maybe, indicating that they are unsure about the
impact of consumer perception on NGOs.

Page | 62
QUESTION-

The line graph shows that consumer perception of NGO fund generation generally increases
as the rating scale increases. In other words, more respondents gave higher ratings to NGO
fund generation. Here's a breakdown of the data:
 Rating 1: 15% of respondents gave NGO fund generation a rating of 1.
 Rating 2: 12% of respondents gave NGO fund generation a rating of 2.
 Rating 3: 9% of respondents gave NGO fund generation a rating of 3.
 Rating 4: 16% of respondents gave NGO fund generation a rating of 4.
 Rating 5: 24.6% of respondents gave NGO fund generation a rating of 5.

Page | 63
QUESTION-

The pie chart shows the results of a survey on the relationship between consumer perception
and donations. The survey asked 61 people whether they believe that a positive consumer
perception helps in generating donations.

 23% of respondents strongly agreed with the statement.

 18% of respondents agreed with the statement.

 14.8% of respondents were neutral on the statement.

 27.9% of respondents disagreed with the statement.

 16.4% of respondents strongly disagreed with the statement.

Page | 64
QUESTION-

 Very high impact: 19.7% of respondents believe that consumer perception has a very
high impact on NGO performance.
 High impact: 31.1% of respondents believe that consumer perception has a high
impact on NGO performance.
 Moderate impact: 29.5% of respondents believe that consumer perception has a
moderate impact on NGO performance.
 Low impact: 11.5% of respondents believe that consumer perception has a low impact
on NGO performance.
 Very low impact: 8.2% of respondents believe that consumer perception has a very
low impact on NGO performance.

Page | 65
 FINDINGS

In this research we have taken the 62 responses from the males as well as females. Its shows

that the majority of respondents have favors in marketing practices. This study has provided

findings that have assisted in answering the research question. From carrying out questioner

marketing practices NGO performance, boosting visibility, fundraising, and stakeholder

engagement. Strategic campaigns raise awareness, attracting supporters and resources. Effective

communication builds trust and drives donations. Targeted online efforts increase web traffic and

program participation. Marketing amplifies advocacy efforts, influencing public opinion on key

issues. However, success hinges on choosing the right strategies, understanding the audience, and

regularly measuring impact.

Page | 66
 Conclusion

Research underscores this impact, highlighting benefits like increased awareness, stronger

fundraising, and deeper stakeholder engagement. Effective marketing campaigns can

translate into a wider reach, attracting more supporters and volunteers. They can also become

powerful fundraising tools, communicating an NGO's value proposition and securing crucial

financial resources. Additionally, marketing fosters deeper connections with communities

and beneficiaries, leading to stronger support and ultimately, a greater collective impact.

However, it's important to acknowledge that simply employing marketing isn't a magic bullet.

The key lies in understanding the target audience, selecting the right strategies, and

continuously measuring outcomes. When thoughtfully implemented, marketing becomes a

game-changer for NGOs, empowering them to achieve their goals and maximize their

positive influence.

Page | 67
 Recommendation

In present competitive world, customer satisfaction has become an important aspect to retain

the customers, not only to grow but also to survive. Customer service is critical success factor

so Marketing practices is not just about spreading awareness; it's about compelling action.

Craft compelling stories and showcase the impact of donations. Utilize crowdfunding

platforms, email marketing campaigns, and targeted ads to connect with potential donors on a

deeper level, turning awareness into action and propelling your fundraising efforts.

Page | 68
 Limitations of the study

The work of analysis is actually quite challenging because the data is not readily available.

There aren't many studies in this field. One of the study's main problems was determining the

sample size and sampling procedure.

• The sample size used is tiny, thus it might not be enough to accurately predict the outcomes.

• The study's main limitation is time constraints; it is not feasible to evaluate such a large

population in a month or two.

• The study is limited to the amount of data that is available; it is only conducted in Delhi; the

information provided by respondents may be skewed because some may not feel comfortable

sharing their financial information with others.

Page | 69
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Page | 71
 APPENDIX
1. Name

2. Gender

 male
 Female
3. What is your age?

 18-25
 26-30
 31-35
 35 Above
4. Highest qualification*

 high school
 intermediate
 graduate
 post graduate
5. Montly income

 5000-10000
 10000-20000
 20000-50000
 more than 50000
6. Occupation

 businessmen
 Researcher
 student
 Employee

7. What challenges do you think NGOs face in gaining public trust and support?

 Poor networking

Page | 72
  Lack of cordination
 Lack of fund
 Lack of maintenance
8. What factors influence consumer perception of an NGO?

 Company's values
 marketing
 customer service
 Reveiws
9. How do consumer perception change from information NGOs?

 NGO image
 segment of work
 education level of donor
 Relationship of donor
10. Have you ever interacted with an NGO, either as a supporter or beneficiary?

 Yes
 No
 Maybe
11. Were you aware of the term "NGO" before taking this survey?*

 Yes
 No
 Maybe
12. In your opinion , which marketing practices affect consumer perception

 optimising of post
 quality of content
 followers of your page
 consistency of post

13. In your opinion, what factor that impact consumer perception ?

 image
 segment of work
 Ngo locality
 other
14. In your opinion, Is consumer perception affect NGO ?

 Yes
 No

Page | 73
  Maybe
15. how does consumer perception change towards NGO fund generation in rating scale ?

low
1
2
3
4
5
high
16. Is appearance of positive consumer perception help in generating donation ?

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
17. how much consumer perception affect ngo performance in scale ?

less affected
1
2
3
4
5
highly affected

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