The Blood Donation Process

Consumer Behavior

Case Study – The Blood Donation Process

Table of Contents

1. Overview 2

2. Case Study Questions 2

3. Summary 8

4. References 9

5. Bibliography Error! Bookmark not defined.

Overview

This case study identifies that in the demand for blood and blood products are increasing while the supply is low. The case tells us that in Western Australia only 5% of the population is active blood donors while 50% of the general population is potential donors. This shows that there is a gap in this market and the study conducted looks into the factors behind the willingness to donate blood. The research analyses four attitudes namely Replacement and assurance, Psychological fears, Inconvenience and Health concerns. The results show that there are deficiencies in people’s knowledge about donation blood and also psychological and physical fears. The report states that blood donation agencies should learn that knowledge and perception has a relationship with willingness to donate blood. Thus agencies should build strategies that will change perception (fear) and increase knowledge among society in order to motivate people to donate blood.

Case Study Questions

Q1. If you were responsible for marketing within a blood collection agency, what promotional objectives would you recommend?

While addressing this question, I have to keep in mind that Blood donation is a service and it’s a voluntary act by the consumer. These factors indicate that blood donation is a very private and sensitive area which might cause conflict and doubt in the mind of the consumer at the time of decision making. Thus the point of intervention as a marketer is before the decision making, ensuring that the consumer is well educated and prepared about the blood donation process.

As a marketer the following promotional objectives would be relevant :

1. Awareness: As the case study clearly mentions, the data collected shows that deficiency of people’s...