Consumer Behavior - Blood Awareness

GROUP ASSIGNMENTNhóm 5 Chị EmMKT0901

70 % YOUNG PEOPLE ASKED DONATED ONCE

ONLY 10% WILL DONATE MORE

THE SITUATION

ANALYZING

People aged from 18- 24, who have never donated blood in Viet Nam

Healthy and social concerned , people concerned

Lack of understanding blood donation process, afraid of health issue, have family rejection

SEGMENTATION

Consumer Behavior Theoretical Framework

Hesitation reasons:

• Functional risk (health affection, blood allocation)

• Problem recognition

• Information search

Solution:

• Motivation (arouse a need and wish to satisfy): blood donated tree

• Expectancy

• Repeating: appear everyday.

Blood donator: both seller & consumer => RATIONAL

Blood donation process includes:

donor’s fully understanding what they are donating blood for

how it happens

guarantee of health protection

=> Problem: most people still have doubts

INSIGHTS

According to Knowledge, Attitude and Practice (KAP) study, only 22.8% of the people are knowledgeable in blood donation process.

Usual/wrong cognition: Blood donation procedures = medical history, quick blood test for diseases and take the blood.

=> Not 100% understanding of blood donation process.

INSIGHTS

Correct blood donation procedures: a long process:

Propaganda

Organizing events

Preserving donated blood

Giving blood to patients

INSIGHTS

Where do the blood go? Donors don’t know.

The majority of interviewees haven’t seen their blood being transmitted

Only 36% people who come to donate blood think of saving lives.

=> Incorrect perception

INSIGHTS

ABC model

Affect: how people afraid that how unclear blood donation procedures are will prevent them from donating blood.

Behavior: People think blood donation is an unclear process do not donate blood.

Cognition: they have a belief in their mind that blood donation procedures are unclear, unsafe

=> Problem: most people still have doubts

INSIGHTS

Deployment planCOGNITION CAMPAIGN

1. Blood Network

2. Communication, Media making

3. Crowdfunding

4. Blood Transport System

1. BLOOD NETWORK

• Promoting connectivity

• Direct interaction

• A transparent and effective process

Objectives

• Step 1: Targeting.

• Step 2: Collect Data

• Step 3: Create truly connected environment

Proceedings

2. COMMUNICATION IDEAs

3. THE BLOOD TOWERCROWDFUNDING IDEA

Give an IDEA about theNEED OF BLOOD

MOTIVATE them to ACHIEVE THE GOAL

Encourage SHARING

4. BLOOD TRANSPORT SYSTEM

Purposes

• Transferred to the people who need blood

• Creates trust and motivate for volunteers to donate blood

• Prevent fraud and abuse

Proceedings

• Code number

• Informed the donator (SMS, Email…)

• Not to reveal the individual, condition of blood recipients.

Assistance agencies

• Company mobile network (VNPT, Viettel..)

• Software company

Thanks

Purpose of using blood

Where and when

blood is used

Check code &

Contact