Market Research Report: Analysis of Blood Donation in Australia

This market research report, prepared for the Australian Red Cross, investigates factors influencing blood donation behavior. The report begins by highlighting the critical need for blood donations in Australia, where one in three people require blood or blood products. The study aims to identify motivators and barriers to donation within the target population and determine the most effective media and communication channels. The literature review examines existing research on donor attitudes, cultural influences, and the impact of factors such as remuneration and disease outbreaks on donation rates. The research methodology involves qualitative analysis of secondary data to explore motivational factors, barriers, and communication strategies. Key research questions address donor motivations, barriers, and the effectiveness of different communication channels. The report concludes with an analysis of these factors and recommendations for improving blood donation rates.

Running Head: MARKET RESEARCH
Market Research (Assignment 2)
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................3
Literature Review.......................................................................................................................5
Method and rationale..................................................................................................................9
Result and the Discussion........................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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Introduction
The paper takes up from the position from the position where the huge requirement of
the blood in the Australia needs to be mitigated by ensuring the increased voluntary
participation of the donors in order to mitigate the need of the wider population. According to
a survey conducted by the Australian Red Cross Blood service it has been found out that one
third of the Australian population experience a requirement for the blood as well as for the
products related to blood. However, in reality, the scenario of blood donation is different
from the scenario of blood requirement. The report had elucidated that the requirement of the
blood to be of reached a level of 1.5 million by one year in terms of the human population.
The estimated requirement of blood can be brought down to the level of 25,000 in a week.
The expectation therefore can be realized in the fact that the demand is more likely to double
up by the upcoming 10 years.
The situation is one of crisis as the number of people who have registered for
voluntary donation in terms of the blood has been counted to a number of 606,00. The
disparity in the number of donor present and the required is a huge one and as the need was
felt to motivate the people to contribute in the donation. With the less number of donor, the
concern of the Red cross have been in deciding the factors that can effectively contribute to
the development of eligibility criteria for the people who are donating. The Red Cross have
been concerned with involving a research on the fact what are the factors that have
influencing the behavior of the donors into effectively donating blood to the blood bank of
the country.

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Fig1: Usage of blood in Australia
As such, the aim of the paper is to deal with the factors that have motivated the donors
and the implication of other factors in contributing to the behavior of the donors. The concern
of the organization had been with the factor from the position it will be easier for the

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organization to estimate the contribution of the media in motivating the knowledge of the
people with the blood donation and its relevance in respect to the entire country. The aim of
the organization has been with the fact who can be approached in order to avail the required
amount of blood from the target customer as well as enhance their base. The analysis is
crucial as it allows the organization to plan their strategies accordingly in order to formulate
their strategy accordingly in order to motivate the donor and avail the required amount in
order to mitigate the required need of the country.
Literature Review
The literature review had been conducted in order to derive an estimation of the factors that
has been elucidated through the earlier course of discussion. Hilary in his article had
discussed the implication of the attitude of the people of the community in the donation of the
blood they are making. The concern of the report had been with the population who have
voluntarily invested in the donation of the blood. However, concerning the growing need of
the blood in Australia it can be stated that the base of the donors in Australia is a highly
unsustainable one. The organization has considered providing remuneration to the people in
order to attract a huge number of donors for the raising cause. The report revolved around the
people from the age group of 18 to 70. The result of the report had allowed them to elucidate
how the factor of culture had contributed to the donating behavior of the donors. The research
had elucidated that 46% of the people who have been interviewed, responded that the
reimbursement in terms of the travel cost has acted as the source of the motivation for a wider
base of the donors. However, the perception of those who have not been donating is with the
fact that the direct payment can act as a primary source of motivation in order to influence the
donating behavior of the potential donors. The view of the 10% of the respondents aligned
with the fact that the remuneration is more likely to drive the donors in donating blood. 76%
of the repsondents have nurtured the view that the mode reimbursement or the payment is

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less likely to motivate the people in donating blood. Howevr, despite of the consideration of
the people involving the donation of the blood, it can be estimated that the amount provided
to the donor for donating blood has limited to an amount of AU$ 30. However, the effect of
the paper is noted in its ability to dismantle the common perception that the money is more
likely to motivate the donating behavior of the donors, rather the proposition has been
utilized to elucidate the fact that money is not the only factor that is utilized to motivate the
donating attitude of the customers (Slonim, Wang & Garbarino, 2014).
Faddy in his paper had indulged the discussion on the scenario of blood donation from
a different perspective altogether. The implication of the dengue outbreak and the impact if
the same on the donating behavior of the donors have been discussed in due course.
Advertantly it has been estimated that the increasing the rate of the outbreak of the dengue is
more likely to decrease the nature of the blood donation from the fear of transmission through
infusion. With the capability of dengue at affecting around 50 million people in one year it is
estimated that the people are more likely to be apprehensive of the threat of transmission.
However, the reality is different as the compared to the estimated amount where the scenario
is even high. The safety in the transfusion is more ,likely to be effected by the DENV RNA
(Renzaho & Polonsky, 2013).
Another factor that needs to be considered in terms of the dengue out break in
invested in the variation in terms of the area and the population. On the other hand the
behavior of the donors who can donate potentially has been the source of concern for
Polonsky who had considered the implication of thee racial variation and the understanding
of the particular community within the geographical domain of Australia in contributing to
the growing need of the blood. However, the consideration of the group had elucidated the
fact that the knowledge of the members of the community varies in terms of blood donation

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and money as a factor cannot solely motivate the members of the community in becoming an
effective donor.
The paper had indulged in a discussion of the theory of planned behavior in order to
estimate and evaluate the behavior as well as the intention of the people in donating blood.
The resultant outcome of the usage of the theory has been noted in the fact that the theory has
been utilized in order to find out that the behavior of the people are deep rooted in the
linguistic factor. The location of the CALD community had been scrutinized effectively in
the scope of the study to estimate the attributes rooted in the behavior of the donors. The
consideration of the report has also been with the bilingual workers and the attributes they
have been adopting towards the blood donation. The outcome of the research had elucidated
that the newer methods need to be appointed in order to motivate the understanding as well as
enhance the knowledge of the people in the blood donation (Polonsky et al., 2013).
The usage of the model had not been enough in order to estimate the sphere of
knowledge of the community. The resultant outcome had been the consideration of the fact
that the donation of the blood had been intentional for them. In conclusion of the paper had
been with the fact there has been additional attribute. The implication had been in
understanding the nature of the donors in psychographic and the usage of the same has been
done towards enhancing the contribution towards developing the knowledge of the
community towards the requirement of the country with the blood and the blood related
products (Faddy et al., 2015).
The concern of the research of Kathleen had been with the fact that the in most of the
cases the professionals use remuneration in order to manipulate the donors in donating blood
in a voluntary manner. The positive impact of the blood donation had been noted in the
donation of blood and the negative attitude of the donors have been linked with the factors of

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safety that are intrinsically linked with it. The incentives have been provided in the form of
the tickets and the gifts.
However, the research had been associated in the limitation that impact of the cultural
factors have not been able to discuss in order to map their implication in terms of the
behavior of the customer in donating blood (Chell et al., 2018). The paper have nit indulged
in a discussion of the contribution of the media in motivating the behavior of thee donors in
donating blood. The media can be considered as an effective channel in manipulating the
target customers and entice them in donating to the increasing need of the country with the
blood (Bambrick & Gallego, 2013).
As such, the research question would include the following in its dealing
‘ The aim of the research is to deal with the factors of motivation and factors that have
creating barriers in terms of blood donation and the target market, where the understanding of
the factor has been done and the channel of communication has been elucidated in order to
understand the effectiveness of channel’
The objectives of the research would be
1. To determine the motivation and the factor of motivators and the donation of the
blood among the male and the female donors
2. To determine the barriers that have existed between the female and male donors
3. To identify the channels that have been used for the communication and interest that
has been utilized in order to enhance the behavior of the donors.
The hypothesis of the research includes
1. Money is a factor of motivation for the people who want remuneration in order to
motivate them in donation blood

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2. Knowledge and lack of awareness can act as an important factor in inhibiting the
motivation in the otherwise potential donors.
3. Different media and communication channel can be effective enough in spreading the
knowledge and the information regarding he blood donation and status of the
country’s requirement with blood
Method and rationale
The method of the research would include a discussion of the existing literature and
the data in a qualitative analysis of the secondary data. The researches will be utilized in
order form the perception about the motivational factors as well as the factors that has created
barrier in the imbibing the values in the donors in donating to the blood bank of the country.
The existing researches would also be used to analyze the implication of the communication
methods that has assisted in motivating people in donating blood (VALENTINE, 2015).
The researches have exhibited that the motivator factor have been multifarious and
have been deferring from one place to another. The implication of the factors have been
different from one community to another. While for a particular section of the community the
reimbursement of the travel relate fare is capable of motivating them in donating blood. The
response of another section had been that the mode of payment is not a deciding factor behind
the motivation of the donors. The implication of the other section has been with the fact that
the other mode of payment can act as a motivator in enhancing the participation in voluntary
donation. The factors have been multifarious and ambiguous in reaching a particular
conclusion regarding the motivator factors (McQuilten et al., 2015).
The discussion of the motivator factors in imbibing in the African immigrants the
urge to donate blood. The consideration of the discussion had been with the fact whether an
effective removal of the barriers can act as the source from where the intentions of the

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migrants with blood donation can be enhanced effectively (Francis et al., 2017). The
consideration of the African community is important because that fact that the requirement of
the African community in Australia is different which can be mitigated by using the blood
from the community itself. The resultant outcome of the factor has been noted in the fact that
the fear that are culturally rooted in the fact to inhibit people from effectively donating blood
while on the other hand the positive implication of the blood donation can be noted intention
of the blood donation and related factors (Carver et al., 2018). The implication of the cultural
issue as well as the lack of proper knowledge and understanding in blood donation is seen to
have impeded the donation of blood. At the same time it had been seen that the removal of
the cultural barrier had been noted not to have facilitated the scenario of blood donation. As
such, the implication had been that the removeal of the barrier might not be effective in
ensuring proper effectiveness in motivating people in donating blood (Pentecost, Arli &
Thiele, 2017).
Result and the Discussion
The effective retention of the male donors is crucial in order to maintain the
increasing provision of the blood donation and the factors that are associated with it.
However, the research had exhibited that the contribution of the female donors below the age
of 40 seem to have outnumbered the contribution of the male members. The outcome ha
elucidated that he blood products drawn from the male donors have been beneficial for
providing a health check and money based incentives in order to retain their donation in
blood (Polonsky, Francis & Renzaho, 2015).
The effective channel that has been utilized in order to motivate people in donating
blood had been the channel of the social media marketing. Along with that the method of

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campaigns have been carried out in order to facilitate the donation in meeting the increasing
need of the country
Conclusion
Thus in order to conclude the following research it can be stated that the motivators
and the factors inhibiting the procedure are specific to different community and the care in
mitigating the inhibitory factor in a way that would take in consideration the community
specific factors. The implication of the remuneration and reimbursement has also varied
according to the need of the community people. The effective facilitator can therefore be
enhanced and the barriers can be mitigated by using effective channel in communication of
which the channel of social media is of greater importance.

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References
Bambrick, H., & Gallego, G. (2013). Community attitudes to remunerated blood donation in
Australia: results from a national telephone survey. Transfusion Medicine, 23(5), 302-
308.
Carver, A., Chell, K., Davison, T. E., & Masser, B. M. (2018). What motivates men to donate
blood? A systematic review of the evidence. Vox sanguinis, 113(3), 205-219.
Chell, K., Davison, T. E., Masser, B., & Jensen, K. (2018). A systematic review of incentives
in blood donation. Transfusion, 58(1), 242-254.
Faddy, H. M., Seed, C. R., Fryk, J. J., Hyland, C. A., Ritchie, S. A., Taylor, C. T., ... &
McBride, W. J. (2013). Implications of dengue outbreaks for blood supply,
Australia. Emerging infectious diseases, 19(5), 787.
Francis, K. L., Polonsky, M. J., Jones, S. C., & Renzaho, A. M. (2017). The effects of a
culturally-tailored campaign to increase blood donation knowledge, attitudes and
intentions among African migrants in two Australian States: Victoria and South
Australia. PloS one, 12(11).
McQuilten, Z. K., Polonsky, M. J., & Renzaho, A. M. N. (2015). Blood donation by African
migrants and refugees in Australia. ISBT Science Series, 10(S1), 257-262.
Pentecost, R., Arli, D., & Thiele, S. (2017). It’s my choice! Investigating barriers to pro-
social blood donating behaviour. Marketing Intelligence & Planning.
Polonsky, M. J., Renzaho, A. M., Ferdous, A. S., & McQuilten, Z. (2013). African culturally
and linguistically diverse communities’ blood donation intentions in A ustralia: