Consumer Behavior & Blood Donation: Marketing Strategies Analysis

This report delves into the application of consumer behavior theories to address the marketing challenges faced by blood donation agencies, particularly focusing on recruitment and retention of blood donors. It highlights the increasing demand for blood and the need for effective marketing strategies targeting young adults in urban areas. The literature review examines existing studies on donor recruitment and retention, emphasizing the importance of motivators like altruism and pro-social values. The report applies the Theory of Planned Behavior to understand donor intentions and proposes three marketing strategies: recruitment and selection, leukemia awareness campaigns, and blood donation camps in urban areas. It recommends prioritizing leukemia awareness campaigns, potentially incorporating celebrity endorsements, to increase donor participation. The report concludes that retaining existing donors is crucial and emphasizes the need to make donors feel valued.

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
Name of the Student
Name of the University
Author Note

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Table of Content
Introduction................................................................................................................................3
a).Overview of Topic.............................................................................................................3
b). Target Market...................................................................................................................3
c). Problem/Opportunity........................................................................................................3
Literature Review-.....................................................................................................................4
Overview of Literature on topic.............................................................................................4
Growing demands for blood donors:......................................................................................4
Theory/Framework/Concept......................................................................................................5
Marketing Strategies..................................................................................................................7
a). Marketing Strategy 1:........................................................................................................7
a). Marketing Strategy 2:........................................................................................................7
c). Marketing Strategy 3:........................................................................................................8
Recommendation and Conclusion..............................................................................................8
References................................................................................................................................10

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Topic- “There will be blood”- Encouraging new and repeat blood donation
Introduction
a).Overview of Topic
This research report provides an analysis of consumer buying behaviour theories. The
report provides a complete understanding about how an organization can apply marketing
approaches derived from consumer buying behaviour theories. Thus, to perform the analysis
considering a real world context, the report includes the current marketing issues of Red
Cross Blood Donation agency, which recruits people to receive blood in an official manner.
The topic is a useful one, as most of the scholarly studies on marketing are performed on
retail products and other consumer goods but hardly any research has been performed on the
chosen context. So the investigation on this research topic will reveal how blood donation
agencies applies marketing strategies to meet their operational goals. The research
particularly focuses on the issue of recruitment and retention of blood donors.
b). Target Market
In order to address, the recruitment and retention challenges, Red Cross Blood
Donation needs to apply suitable consumer recruitment and retention strategies and to
perform this, the business is determined to focus on the young youths and adults living in the
urban areas falls under the age group of 21 to 35 years.
c). Problem/Opportunity
The current marketing state of blood donation sector indicates that there is an
increasing rush for collection blood and existing donated blood is failed to fulfil the required
demand. Such marketing scenario indicates that there is an ongoing of issue of recruitment
and retention because the current base of customers are not adequate to meet the growing

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demand of blood, which further creates the scope for developing suitable marketing strategies
which would help to recruit and retain the blood donors as well as attract more audiences.
Literature Review-
Overview of Literature on topic
There have been several studies performed on the recruitment and retention of blood
donors and the studies mention the fact that increasing blood donor recruitment and retention
remains as the key of importance. The studies within the social as well as behavioural science
conventions have implemented different contemporary approaches to resolve issue related to
recruitment and retention. This section of the reviews aims to examine the type of literature
and theories suggested by scholars to address the issue.
Growing demands for blood donors:
As put forward by Bednall et al., (2013) computer models predict that the demand for
in-hospital blood transfusion could increase by 25% while blood donation could decrease by
27%. To make sure an adequate blood supply, blood banks constantly try and recruit new
donors. Chell and Mortimer (2014)) conducted a survey sent to 48 Europeans blood
collection foundations in 37 nations, which reveals the fact that recruitment activities
typically have a limited success. Ferguson et al., (2007) performed a survey research and
found that most of the blood banks or the establishment tend to recruit donors with the help
of leaflets, recruitment of large companies and through some commercial programmes in
school and college. Misje et al., (2005) defined donor retention as the preventing blood
donors from lapsing and ultimately becoming inactive. Gillespie and Hillyer (2002)
particularly, defined lapsing donors who were defined as those who donated at least once
within 24 months.

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The purpose of donor retention programmes is to motivate donors to maintain their
donating behaviour on a regular basis.
Jordan et al., (2013) particularly mentioned that the retention of current blood donors tend to
carry some advantages of new donors. France et al., (2010) carried out a research and
discovered that the risk of transfusion transmitted through infection which could remain
higher among the new blood donors.
The authors also stated the fact that this usually happens as blood donors typically have the
longer periods to acquire infection, while the repeat donors might have screened. In addition
to this, donors have a healthier lifestyle than the non-donors; thus, they tend to avoid
infections. On the other side, Uma, Arun & Arumugam (2013) conducted a study and found
that the essential mandatory medical screening every new blood donor could go through to
check the eligibility for blood donations costly and in a more time consuming compared to
the regular medical donor screening.
Motivators:
The studies performed on the selection and retention of donors discovered several factors
aligned with the continuation of behaviour of donors. . The finding of the study performed by
Ferguson et al., (2007), Altruism and Prosocial values are often found among the donors who
observed light vasovagal reaction. On the other side, van Dongen et al., (2013) performed a
research and identified a rate of “vasovagal reaction” which is reduced by 34%. Nonetheless,
France et al., (2010), many studies have left the question whether altruism is an actual
motivator for behaviour and rationalization of some particular motives. Another study
performed by Uma, Arun and Arumugam (2013), the action of donating blood may carry a
strong feelin of warm glow; however, the scholars found no evidence that were

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fundamentally inspired by empathic concern. On the basis of this findings, blood donation
campaign should pay attention to benevolent rather than creating a purely altruistic message.
Theory/Framework/Concept
Theory of Planned Behaviour
It has been identified that the theory of reason actioned as well as the theory of
planned behaviour have been to be relevant to the modifiable determinations of donations.
However, the major principles of theory of planned behaviour indicates that one’s intention to
create a behaviour remains as the most proximal determination of the behaviour (Cheon et al.,
2012).
This indicates that the individual may have an inclination to grow a set of behaviours at some
point. Thus, the theory was formed to identify all sort of behaviour over which people may
have gain the ability to implement self-control. So, the fundamental aspect of this model is
the characteristic intent as well as the behavioural inclinations that are typically driven by the
attitude about the possibility that the behaviour could probably have a desired outcome and
subjective evaluation of risk and advantages of outcome.
However, Montano and Kasprzyk (2015) commented that self-efficiency is
sometimes is related to the theory of planned behaviour. So, in spite of the positive outcome
theory of planned behaviour is not considered as the behavioural change theory and it is
formed to predict as well as comprehend conscious behaviour by disclosing the most
determination of that particular behaviour. Apart from the determinants of theory of planned
behaviour, the awareness of the requirements of blood, the social pressure and altruism are
considered as the motivators to become blood donor. Hence, the major challenges or barriers
such as needles, fainting or pain, apathy or the low involvement. Thus, Ifinedo (2012)
performed a research and found that almost 63% of donors were approached and they are

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intended to take part in blood donation. The camp authority received “donor recruiting new
donors’ and the post card facilitating registration for the donors.
Marketing Strategies
a). Marketing Strategy 1:
Recruitment and selection strategy: Approaches to identify, recruit and retain donors from
low-risk population should be highlighted. Human Resource department of Red Cross Blood
should make their donors aware of blood transfusion service which ensures the welfare and
development of donors, patient as well as broader public interest. In addition to this, the
organization needs to highlight Standard Operating Procedures for each activity in the
organizations. In addition, the respondents should be made aware of the fact that WHO is in
the process of generating “generic” Standard Operating Procedure” which is required for
further distribution to blood banks. In addition to this, the organization needs to appoint state
level donor recruitment officers with excellent marketing and communication skills.
a). Marketing Strategy 2:
Awareness of high leukaemia risk: Red Cross Blood cannot just ask people or request
people to donate blood. The organization needs to create awareness among the people about
high leukaemia rate among youths in Australia is requiring blood; thus, there is a growing
crisis of blood. According to Ling et al., (2012), that almost 3875 new cases of leukaemia
have been found. Such growing rusk of leukaemia can impact on the target audience. In the
awareness program, the organization must have to mention the importance of donating blood.
The awareness program must persuade the target audience that donating blood can save many
life. According to theory of planned action, the individual can be persuaded if the purpose of
the awareness program is strongly established. So, the organization could apply the strategy

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of awareness as leukaemia is major health concern requiring a huge amount of new donated
blood on monthly basis.
c). Marketing Strategy 3:
Blood donation campaign in the urban areas: The literature presented above indicates that
blood donation camps observed the highest crowd of donors. Red Cross Blood needs to
establish blood donations camps in the urban areas such as city where people are educated
and responsive towards the health initiatives. The organization needs to promote the blood
donation camps on social media, so that people living in the remote areas of the city know
about the campaign. Awareness campaign on social media is effective because almost 89%
of young youths are using technology and they are regularly active on social media channels
such as Facebook, Twitter and YouTube (Fulgoni & Lipsman, 2014). Therefore, approaching
those people through social media can be cost effective and time effective. In social media
marketing, the agency needs to mention the detail of the campaign such as tangible and
intangible benefits that donors could receive.
Recommendation and Conclusion
Among three marketing strategies mentioned above, the strategy of creating Awareness of
high leukaemia risk could be appropriate for Red Cross Blood because unless the audience
properly know about thee social impact of a particular disease, they are probably not going to
involve themselves. Thus, as the genuine health concern, the organization needs to spread the
importance of donating blood. When this initiative should be implemented through social
media along with a celebrity endorsement approach, people might intend to create an action.
Approaching a celebrity to create awareness about leukaemia can create a positive impact on
the target audience as people have the tendency to follow and imitate their preferred
celebrity. In conclusion, it can be ascertained that retention of donors is highly important for
receiving regular and repeated voluntary blood donors particularly for safe blood transfusion.

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Therefore, the organizations need to retain those individuals by providing them with special
care and generate a feeling of being a valued person.

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References
Bednall, T. C., Bove, L. L., Cheetham, A., & Murray, A. L. (2013). A systematic review and
meta-analysis of antecedents of blood donation behavior and intentions. Social
Science & Medicine, 96, 86-94.
Chell, K., & Mortimer, G. (2014). Investigating online recognition for blood donor retention:
An experiential donor value approach. International Journal of Nonprofit and
Voluntary Sector Marketing, 19(2), 143–163.
Cheon, J., Lee, S., Crooks, S. M., & Song, J. (2012). An investigation of mobile learning
readiness in higher education based on the theory of planned behavior. Computers &
Education, 59(3), 1054-1064.
Ferguson, E., France, C. R., Abraham, C., Ditto, B., & Sheeran, P. (2007). Improving blood
donor recruitment and retention: Integrating theoretical advances from social and
behavioral science research agendas. Transfusion, 47(11), 1999–2010.
France, C. R., France, J. L., Kowalsky, J. M., & Cornett, T. L. (2010). Education in donation
coping strategies encourages individuals to give blood: further evaluation of a donor
recruitment brochure. Transfusion, 50(1), 85-91.
Fulgoni, G., & Lipsman, A. (2014). Digital game changers:: how social media will help usher
in the era of mobile and multi-platform campaign-effectiveness
measurement. Journal of Advertising Research, 54(1), 11-16.
Gillespie, T.W. & Hillyer, C.D., (2002). Blood donors and factors impacting the blood
donation decision. Transfusion Medicine Reviews, 16(2), pp.115-130.

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Ifinedo, P. (2012). Understanding information systems security policy compliance: An
integration of the theory of planned behavior and the protection motivation
theory. Computers & Security, 31(1), 83-95.
Jordan, S., Watkins, A., Storey, M., Allen, S. J., Brooks, C. J., Garaiova, I., ... & Thornton, C.
A. (2013). Volunteer bias in recruitment, retention, and blood sample donation in a
randomised controlled trial involving mothers and their children at six months and
two years: a longitudinal analysis. PLoS One, 8(7), e67912.
Ling, M., Norris, J. M., Kelman, M., & Ward, M. P. (2012). Risk factors for death from
canine parvoviral-related disease in Australia. Veterinary microbiology, 158(3-4),
280-290.
Misje, A. H., Bosnes, V., Gåsdal, O., & Heier, H. E. (2005). Motivation, recruitment and
retention of voluntary non‐remunerated blood donors: a survey‐based questionnaire
study. Vox sanguinis, 89(4), 236-244.
Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned
behavior, and the integrated behavioral model. Health behavior: Theory, research
and practice, 95-124.
Uma, S., Arun, R. & Arumugam, P., (2013). The knowledge, attitude and practice towards
blood donation among voluntary blood donors in Chennai, India. Journal of clinical
and diagnostic research: JCDR, 7(6), p.1043.
van Dongen, A., Abraham, C., Ruiter, R. A., & Veldhuizen, I. J. (2013). The influence of
adverse reactions, subjective distress, and anxiety on retention of first‐time blood
donors. Transfusion, 53(2), 337-343.

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