Segmenting blood donors by their perceptions and awareness about blood donation

A battery of 26 items was used to assess blood donors' perceptions on donor eligibility, blood testing, and notification procedures. An analysis of these items from a mail survey of 392 California blood donors resulted in the identification of four clusters of differing perceptions regarding four aspects of the blood collection process. Three of the four segments identified exhibited moderate to strong degrees of skepticism regarding blood donation. Implications for the continued encouragement and maintenance of donor pools are discussed.