Rational Decision Making from Charity Running Marketing Activities

Abstract

       The study entitled “Rational Decision-Making in Charity Marketing Activities” aimed to explore the behavior, requirements, and important factors influencing decision-making in charity marathon participation. A descriptive quantitative research method was used in the study. Data were gathered using a Google Form questionnaire that was based on accidental and nonprobability sampling at the "Kor Karn Wing" event at Thammasat University, Rangsit Campus, Faculty of Architecture and Planning. 123 forms were collected to analyze and summarize the data with a contribution of runners who agreed to respond to the questionnaire.

          From the study, it was found that most informants participate in running events when the opportunity arises, and they prepare by practicing running, gathering running equipment, and searching for facilities. They have communication needs for running events and will use the internet to find running programs, plan trips, register, and pay online. Important factors influencing decision-making in charity marathon participation include format of the event, the prizes and running shirts, and beautiful medals, including the service of the event staff, whether they are willing to provide assistance or not. The main reason for joining the event is also for physical and mental health as it is a part of contributing to society.