Segmenting blood donors in developing countries

Yanfeng ZHOU, Shing Chung, Patrick POON, Chunling YU

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

3 Citations (Scopus)

Abstract

Purpose – The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit-oriented donors, altruistic donors and health salience donors, with the use of factor-cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments. Design/methodology/approach – A factor-cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7-point Likert-type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K-means non-hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments. Findings – Results demonstrate that there are three blood donor segments as predicted. Benefit-oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition. Social implications – Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first-time and repeat blood donors and may save many more lives in a society. Originality/value – The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.
Original languageEnglish
Pages (from-to)535-552
Number of pages18
JournalMarketing Intelligence and Planning
Volume30
Issue number5
DOIs
Publication statusPublished - 1 Jan 2012

Fingerprint

Developing countries
Blood donation
Health
China
Information acquisition
Factors
Marketing communications
Segmentation
Lifestyle
Communication strategies
Design methodology
K-means
Questionnaire survey
Demographics
Analysis of variance
Fitness
Clustering
Emerging countries

Keywords

  • Blood donation
  • China
  • Developing countries
  • Donor segmentation
  • Factor-cluster analysis
  • Marketing communications
  • Motivation (psychology)
  • Social marketing

Cite this

ZHOU, Yanfeng ; POON, Shing Chung, Patrick ; YU, Chunling. / Segmenting blood donors in developing countries. In: Marketing Intelligence and Planning. 2012 ; Vol. 30, No. 5. pp. 535-552.
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abstract = "Purpose – The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit-oriented donors, altruistic donors and health salience donors, with the use of factor-cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments. Design/methodology/approach – A factor-cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7-point Likert-type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K-means non-hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments. Findings – Results demonstrate that there are three blood donor segments as predicted. Benefit-oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition. Social implications – Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first-time and repeat blood donors and may save many more lives in a society. Originality/value – The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.",
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Segmenting blood donors in developing countries. / ZHOU, Yanfeng; POON, Shing Chung, Patrick; YU, Chunling.

In: Marketing Intelligence and Planning, Vol. 30, No. 5, 01.01.2012, p. 535-552.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

TY - JOUR

T1 - Segmenting blood donors in developing countries

AU - ZHOU, Yanfeng

AU - POON, Shing Chung, Patrick

AU - YU, Chunling

PY - 2012/1/1

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N2 - Purpose – The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit-oriented donors, altruistic donors and health salience donors, with the use of factor-cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments. Design/methodology/approach – A factor-cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7-point Likert-type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K-means non-hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments. Findings – Results demonstrate that there are three blood donor segments as predicted. Benefit-oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition. Social implications – Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first-time and repeat blood donors and may save many more lives in a society. Originality/value – The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.

AB - Purpose – The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit-oriented donors, altruistic donors and health salience donors, with the use of factor-cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments. Design/methodology/approach – A factor-cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7-point Likert-type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K-means non-hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments. Findings – Results demonstrate that there are three blood donor segments as predicted. Benefit-oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition. Social implications – Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first-time and repeat blood donors and may save many more lives in a society. Originality/value – The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.

KW - Blood donation

KW - China

KW - Developing countries

KW - Donor segmentation

KW - Factor-cluster analysis

KW - Marketing communications

KW - Motivation (psychology)

KW - Social marketing

UR - http://commons.ln.edu.hk/sw_master/623

U2 - 10.1108/02634501211251043

DO - 10.1108/02634501211251043

M3 - Journal Article (refereed)

VL - 30

SP - 535

EP - 552

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

SN - 0263-4503

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