Market Segmentation of Organ Donors in Malaysia: A Systematic Literature Review

Objective – The objectives of this paper are to determine bases in segmenting organ donors and to examine potential variables that could be used to segment and target potential organ donors. Methodology/Technique – To understand the complexities of the characteristics of potential organ donors in Malaysia, it is important that a systematic Literature Review be conducted. Research articles are searched from selected databases using certain keywords and articles met inclusion criteria are reviewed. Findings – Based on this review study, it was found the elders, men, individuals with higher educational level and reside in urban localities are more likely to become organ donors. Therefore, appropriate programs should be targeted to these groups. Novelty – The paper used systematic literature review to re-examine the characteristics of potential organ donors and group the potential organ donors in Malaysia using common segmentation bases. This paper contributes to marketing literature and provides insights to relevant authorities in designing Organ Donation Campaigns. Type of Paper: Conceptual