Exploring Opportunities and Barriers in Voluntary Blood Donation Rates in Australia

Running head: MARKET RESEARCH PROJECT
Exploring the Opportunities and Barriers within Voluntary Blood Donation Rates in Australia
through an Effective Communication Platform
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1MARKET RESEARCH PROJECT
Abstract
The blood collection procedure in voluntary blood donation is not adequate and still
not achieved properly. Therefore finding the reason behind the lack of motivation among the
population towards this voluntary blood donation practice has become essential.
In the literature review section the segmentation of population as per their socio-
psychological perspective is presented with the motivational factors. The barriers of the blood
donation practice has also analysed along with the description of existing and potential
influences the target population is currently getting through media communication channels.
The non-probability convenience sampling approach has been followed to conduct the
survey based data collection on 276 participants within the community of a capital city in
Australia.
Through this research, it has been fund that a large section of blood donors are
avoiding the blood donating activity because of their fear of occasional blood transmissible
diseases. Various social and communal information channels such as friends, family, social
cultures also motivate the potential blood donor to make a positive decision.

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Table of content
1 Introduction.............................................................................................................................4
2 Literature review.....................................................................................................................4
2.1 Segmentation and Characteristics....................................................................................5
2.2 Motivation for blood donation.........................................................................................5
2.3 Barriers in blood donation................................................................................................5
2.3 Influence of media and communication channels............................................................6
3 Research aims, Objectives and hypotheses.............................................................................6
5 Method and rationale...............................................................................................................7
5.1 Methodology....................................................................................................................7
5.2 participants.......................................................................................................................8
5.3 Research instrument.........................................................................................................8
5.4 Procedure and consideration............................................................................................8
6 Results and discussion.............................................................................................................9
6.1 Data presentation and findings.........................................................................................9
6.2 Hypothesis testing..........................................................................................................18
7 Conclusion and recommendation..........................................................................................20
7.1 Conclusion......................................................................................................................20
7.2 Recommendations..........................................................................................................20
7.3 Limitation.......................................................................................................................20
Reference..................................................................................................................................21

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Appendix- reflection:...............................................................................................................23

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1 Introduction
In recent years, the demand for blood is consistently increasing while the countries
like United State, United Kingdom, Australia do not have sufficient number of major blood
donors (Abderrahman & Saleh, 2014). This situation has leaded the blood collection
organisations to a critical situation where the time to time supply of adequate amount of
blood is not functional properly. It has been found that blood donors from a population where
the risk is low are more voluntary where the non-remunerated population are the safest
(Bednall et al., 2013). The blood collection procedure in voluntary blood donation is not
adequate and still not achieved properly. Therefore finding the reason behind the lack of
motivation among the population towards this voluntary blood donation practice has become
essential (Griffin, Grace & O'Cass, 2014). Therefore, the primary aim of this research is to
determine the impacts of psychological, social, cultural and other influential factors on the
existing and potential blood donors throughout the Australia.
This paper will present a research based on the above mentioned topic in order to
make adequate documentations to analyse the socio-psychological condition of the target
population. In the next section the literature review will be presented briefly. In the next step,
the research aims and objectives will be presented with research hypotheses. The method
section will describe the data collection and analysis process. Through findings and
discussion the research will come up will appropriate conclusion that can help to meet the
research aim by achieving the research objectives.
2 Literature review
In the literature review section the segmentation of population as per their socio-
psychological perspective is presented with the motivational factors. The barriers of the blood

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donation practice has also analysed along with the description of existing and potential
influences the target population is currently getting through media communication channels.
2.1 Segmentation and Characteristics
The social and psychological perspective of the population defines the tendency of
being engaged in social work or voluntary works like blood donation (Alfieri et al., 2016).
About 30% of the Australian population needs a steady supply of stored blood where only 6
to 10 donors return to donate blood out of 100 sample population (Lucky et al., 2014). On an
average day 2500liters/day blood supply is required in Australian hospital and healthcare
services (Masser et al., 2009). Apart from that, they are mostly regular in donating blood
(WHO, 2018). It enhances the convenience of blood mostly in emergency situation while
aiding blood banks with constant supply can the availability of blood (Zanin et al., 2016).
2.2 Motivation for blood donation
As per Bednall & Bove (2011), pro-social motivations, such as Altruism, community
welfare and influences from friends and family were repeatedly acknowledged by first-time
donors as well as experienced donors. Apart from that, it is also mentioned that personal
values is a major motivation source to donate and the reputation of the blood banks also
played a vital role in encouraging them to donate. From various government and non-
government organisations numerous motivational and health promotional campaign have
made to encourage and motivate the population of Australia towards voluntary blood
donation practice (Aldamiz-echevarria & Aguirre-Garcia, 2014). The blood donation is one
of the most precious services for the society in which an individual can participate willingly
that could motivate the corresponding population about their sense of responsibility,
community awareness, and empathy and health control (Beerli‐Palacio & Martín‐Santana,
2009).