Understanding Geographical Differences in Emotional Responses and Service Perceptions of Australian Blood Donors

Two consumer trends that pose both challenges and opportunities for marketing communication with blood donors is the increase in mobile and online technologies to access information and people, and the increased pace of life with convenience becoming a premium. Recent qualitative research in Australia (see Emotional Ambivalence and the Donor Experience) identified key differences in consumer preferences for communication and interaction based on external factors such as social anonymity (i.e. social bonds and population identity) and service convenience. The Blood Service has also identified differences in attendance rates, website visits and rebooking rates for people in cities of differing population density.

Therefore this Honours project employed an online survey with Australian blood donors and non-donors to provide an empirical evidence-base of geographical differences of donor and non-donor preferences for marketing strategies.

Guiding Theory:

• Social Anonymity
• Service Convenience