Promoting physical activity in Iranian women: A qualitative study using social marketing
Background and aim: In social marketing, at the center of the program is consumer perception. The objective of this study was to explore the viewpoints of Iranian women for tailoring interventions so as to increase physical activity. Methods: The social marketing model served as the framework of...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Electronic Physician
2017-09-01
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| Series: | Electronic Physician |
| Subjects: | |
| Online Access: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5633226/ |
| _version_ | 1818020533011218432 |
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| author | Seyed Vahid Ahmadi Tabatabaei Hassan Eftekhar Ardabili Ali Akbar Haghdoost Nouzar Nakhaee Mohsen Shams |
| author_facet | Seyed Vahid Ahmadi Tabatabaei Hassan Eftekhar Ardabili Ali Akbar Haghdoost Nouzar Nakhaee Mohsen Shams |
| author_sort | Seyed Vahid Ahmadi Tabatabaei |
| collection | DOAJ |
| description | Background and aim: In social marketing, at the center of the program is consumer perception. The objective of
this study was to explore the viewpoints of Iranian women for tailoring interventions so as to increase physical
activity.
Methods: The social marketing model served as the framework of the study. Qualitative data were collected via
six semi-structured focus group discussions (FGDs), in 2014 in Iran. Participants were 51 women, 20 to 60 years
old, selected by purposive sampling, with a maximum diversity. Qualitative content analysis of the data was
conducted by researchers.
Results: After data analysis and extracting initial codes, they were all categorized in four predefined categories of
social marketing model (product, price, place and promotion) and related sub-categories. Most of the participants
were inactive. Price was addressed by women as the dominant category of this study. The majority of participants
emphasized the benefits of prevention of chronic diseases, fitness, staying young, and improving family relations.
Most women preferred to do physical activity in a secure and enclosed female environment. And the majority of
participants considered radio, television, face to face training, texting, and advertising billboards as promotional
strategies.
Conclusion: This study provides a unique insight into consumers’ values and motivations that affect consumers’
decisions to adopt physical activity, in Iran. It could also help researchers to design and implement intervention
programs to increase physical activity. |
| first_indexed | 2024-04-14T08:06:35Z |
| format | Article |
| id | doaj.art-c5fea129ccb1432daa05cf2de2a09d4a |
| institution | Directory Open Access Journal |
| issn | 2008-5842 2008-5842 |
| language | English |
| last_indexed | 2024-04-14T08:06:35Z |
| publishDate | 2017-09-01 |
| publisher | Electronic Physician |
| record_format | Article |
| series | Electronic Physician |
| spelling | doaj.art-c5fea129ccb1432daa05cf2de2a09d4a2022-12-22T02:04:43ZengElectronic PhysicianElectronic Physician2008-58422008-58422017-09-01975279528610.19082/5279Promoting physical activity in Iranian women: A qualitative study using social marketingSeyed Vahid Ahmadi TabatabaeiHassan Eftekhar Ardabili Ali Akbar HaghdoostNouzar NakhaeeMohsen ShamsBackground and aim: In social marketing, at the center of the program is consumer perception. The objective of this study was to explore the viewpoints of Iranian women for tailoring interventions so as to increase physical activity. Methods: The social marketing model served as the framework of the study. Qualitative data were collected via six semi-structured focus group discussions (FGDs), in 2014 in Iran. Participants were 51 women, 20 to 60 years old, selected by purposive sampling, with a maximum diversity. Qualitative content analysis of the data was conducted by researchers. Results: After data analysis and extracting initial codes, they were all categorized in four predefined categories of social marketing model (product, price, place and promotion) and related sub-categories. Most of the participants were inactive. Price was addressed by women as the dominant category of this study. The majority of participants emphasized the benefits of prevention of chronic diseases, fitness, staying young, and improving family relations. Most women preferred to do physical activity in a secure and enclosed female environment. And the majority of participants considered radio, television, face to face training, texting, and advertising billboards as promotional strategies. Conclusion: This study provides a unique insight into consumers’ values and motivations that affect consumers’ decisions to adopt physical activity, in Iran. It could also help researchers to design and implement intervention programs to increase physical activity.https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5633226/Physical ActivitySocial Marketing |
| spellingShingle | Seyed Vahid Ahmadi Tabatabaei Hassan Eftekhar Ardabili Ali Akbar Haghdoost Nouzar Nakhaee Mohsen Shams Promoting physical activity in Iranian women: A qualitative study using social marketing Electronic Physician Physical Activity Social Marketing |
| title | Promoting physical activity in Iranian women: A qualitative study using social marketing |
| title_full | Promoting physical activity in Iranian women: A qualitative study using social marketing |
| title_fullStr | Promoting physical activity in Iranian women: A qualitative study using social marketing |
| title_full_unstemmed | Promoting physical activity in Iranian women: A qualitative study using social marketing |
| title_short | Promoting physical activity in Iranian women: A qualitative study using social marketing |
| title_sort | promoting physical activity in iranian women a qualitative study using social marketing |
| topic | Physical Activity Social Marketing |
| url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5633226/ |
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