PERCEPTION OF MISSION, IMAGE, AND MARKETING COMMUNICATION FOR MAKING A DONATION DECISION TO LAMPANG BUDDHIST COLLEGE’S FOUNDATION

Abstract

                This research aims to study (1) the operational level of perception, image, marketing communication, and a decision making donated to Lampang Buddhist College’s Foundation, (2) The operational perception, image, and marketing communication towards a decision making donated to Lampang Buddhist College’s Foundation. The data collected from Lampang residents were used for statistics, number and percentage, and analyzed by the objective using mean and standard deviation. In addition, the data were analyzed by means of statistical package calculations, and Stepwise Multiple Regression Analysis.
             The results indicated that the respondents’ opinion on the level of operational perception, image, marketing communication, and decision making donated to Lampang Buddhist College Foundation was at the highest level.
             The Stepwise Multiple Regression Analysis found that there were 7 components to make a donation decision to Lampang Buddhist College; the foundation gives an emerald statue of Buddha to the donors as a gift, and receives donation from offering robes, construction, renovation and reconstruction of buildings, and public works by public relations through the temple. They were sponsored scholarships to Lampang Buddhist College’s staffs and teachers by informing them through the instructors. They have a publishing badge, public relations, and news release at Wat Boonwatwihara, Meung distrtict, Lampang cooperating with Lampang Buddhist College in organizing a sermon of the last great incarnation of the Buddha’s story (Mahachatatika). The foundation is a non-profit organization with an effective management system with statistical significance at the level of 0.05.