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Consumer Behaviour Report - Case Study Example

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However, the Australian Red Cross Blood Service has found that the youth are usually reluctant to donate blood for a variety of reasons (Australian Red Cross Service, 2007). This organization also found that most Generation Y members, who, at present, make up the youth and young adult population, are not likely to donate blood unless they receive some type of benefit for their assistance (Russell-Bennett, Hartel, Russell, & Previte, 2012). The Australian Red Cross Blood Service faces several challenges in ensuring that there are adequate supplies in blood banks. There is a need to inform Australians of the need to donate blood on a regular basis, but is forbidden from using the mass media to bear this message to the public. Literature Review In general, people today are less likely to make altruistic contributions to the betterment of society. Most people feel irritated when confronted by people seeking for money or other physical goods. The donation of blood calls for a person to do more than the mere donation of money (Kottasz, 2004). This is why blood donations are perceived in a different way from money donations. People tend to donate money more often than they donate blood. This is because consumers have different perceptions about the entire process of blood donation (France, France & Himawan, 2007). It has been established by researchers that the positive response of consumers when approached to donate blood is mainly dependent on the importance of the donation, how the consumers perceive the organization in charge of the blood donation exercise, and the consumers’ ideals or values as far as altruism is concerned. Researchers have also found that consumers who experience a feeling of empowerment or satisfaction at donating blood were also more likely to make other blood donations in future (Tscheulin & Lindenmeier, 2005). This trait was also found among the volunteers who gave of their time to assist in blood donation activities. It can therefore be said that blood donating behavior is mainly influenced by a citizen’s social values, perception of the charity establishment conducting the exercise, and the urgency of situation. In order to influence Australian citizens, the Australian Red Cross Blood Service has to use these principles to inspire more blood donation. This is particularly important because the amount in blood reserves is always subject to constant change. Organizations such as the Australian Red Cross Blood Service constantly have to increase their supplies due to changes that take place in the general society. For instance, Australia has an aging population that keeps growing. Also, the rise in the number of ooportunistic infections that are reported as well as age related illnesses make increased demands on the existing blood supplies. The emergence of new medical technologies that takes place every year also means that medical costs will escalate. The Australian government has to find ways of supporting organizations such as the Australian Red Cross Blood Service in efforts to increase the number of regular blood donors in spite of these additional costs in healthcare. In the recent past, numerous blood services organizations across the world have started ...Show more
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Marketing Consumer Behaviour Report Name Institution Date Marketing Consumer Behaviour Report Context and Problem/Opportunity According to the Australian Red Cross Blood Service, less of a tenth of Australian citizens donate blod on a regular basis. This is hardly enough to cater or the requirements of Australia’s hospitals as accidents in which vicitims require blood transfusions are calamities that occur on a regular basis…
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