Blood for the Australian Society

Running Head: MARKET RESEARCH
Market Research (Assignment 1)
Name of the student
Name of the University
Author Note

MARKETTING RESEARCH2
Introduction
The aim of the section is to include an analysis of the existing literature that has been
furnished in the domain of the requirement of blood for a wider section of the Australian
Society. The course of the paper would move about in the direction of the requirement of
blood by a wider section of the society. The paper therefore analyzes the literature that has
been furnished in the domain. The paper would include the trend that has been noted in the
requirement and the variation that can be noted in the trend both on a demographic as well as
psychographic basis. According the Australian Red Cross Blood Service it has been found
that the one out of three people from the society of Australia require blood or the blood
related products in the entirety of their life time. The paper’s ultimate is to analyze the need
of the blood on the demographic factors. In short, the segment of the market concerned with
the blood products in the market has been the concern of the paper.
Context
According to a report published by the Australian Red Cross Blood service it has been
found that the one out of three people in Australia face a crucial requirement of blood related
products. However the scenario of Blood donation is remotely less as compared to the
requirement. According to a report of the Red Cross it has been seen that the requirement of
blood donation is around 1.3 million in a year that brings down the requirement to a standard
of 25,000 in a week. It has been estimated by the organization that the requirement is more
likely to double up by the next 10 years.
Current registered number of donors has reached a number of 606,000. However, the
need has been on a growth. The concern of the Red cross in Australia is with the fact of
eligibility of the people who are donating blood. The aim of the Red cross was also with the
fact what are the factors that have motivated the donating tendency of the donor. Anticipation

MARKETTING RESEARCH3
of the organization had been with the target population who can be approached in order to
avail the required amount of blood or to motivate them in donating blood to meet the raising
need of the nation. The concern is also with the media or the channel of communication that
is effective in motivating the potential buyers. An analysis of the channel is also beneficial
for the organization to enhance the understanding of the ways the marketing strategy of the
organization needs to be enhanced in order to experience a boost in the donation rate of the
customers.
Literature Review
The article of Hilary has been with the attitude of the community with acquiring blood. The
attitude of the community has been towards donating blood in a voluntary fashion and as
such the investment of the organization has relied on the donators who have voluntarily
donated blood to meet the increasing need of the country. The base of the donors has been an
unsustainable one, the consideration of the country has been towards providing remuneration
in order to motivate the customers in donating blood. With the urge to find the attitude of the
potential remunerated donors, the paper had aimed at investigating the attitudes of the
community towards donating blood (Chell et al., 2018). The report had considered an age
group from the age of 18 to the age of 70 for its consideration. The result of the report had
elucidated the fact that the reimbursement in terms of the travel cost has been considered by
46% of the respondent in motivating their donating behavior (Polonsky, Francis & Renzaho,
2015). However, the view proposed by the ones who are not donating is contrary as they
support the payment for the donation. However, 10% of the respondents had posed the view
that the remuneration is likely to drive them towards indulging in blood donation. However,
the disregard for remuneration as a factor has been posed by the 76% people is that the mode
of reimbursement or payment would not change the way people behave in the donation. 85%
of the people are of the opinion that the remuneration is more likely to motivate others in