The top priority of factors affecting parent's decision to collect stem cell from umbilical cord blood.

Abstract

Due to a high competitive market in cord blood banking industry, cord blood banks are more concern about customer’s decision making. Therefore, the purpose of this research paper is to understand the factors affecting parent’s decision to collect stem cell form umbilical cord blood and also to investigate their perception and expectation. The research used a qualitative approach. Data was collected with tape recorded. The interview was conducted from 10 pregnancies in the age group of 25-35 years old at the Private Hospital. The study revealed that culture and marketing elements of customers have a strong association with customer buying decision. Family, price and promotion influence were considered as the important factors to parent’s decision making to collect stem cell form umbilical cord blood.

KEY WORDS: Stem Cells, Customer’s decision making, Cultural influence, Marketing Influence