Donors’ Social-Demographic Profiles and Blood Donation Behaviour: Case Study of the National Blood Centre of Malaysia

摘要

A study was conducted in 2016 to evaluate the social marketing strategies adopted by the National Blood Centre (NBC) in promoting its blood donation campaign. One part of the research design measured a relationship between socio-demographic profiles and the behaviour of blood donationamong Malaysian. Socio-demographic profiles are an important predictor of blood donation behaviour. The survey involved 401 respondents aged between 20 and 64 years old who were selected using the systematic sampling technique. Out of six sociodemographic factors assessed, the study foundthat four, namely gender, age, occupation and the amount of donor’s monthly income factors had a significant relationship with the donor behaviour to blood donation. Inputs collected from this study are instrumental for the NBC to reform its existing blood donation campaign to a moredefinite promotion plans.