Promoting physical activity in Iranian women: A qualitative study using social marketing
Journal Title: Electronic Physician - Year 2017, Vol 9, Issue 9
Abstract
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
Authors and Affiliations
Seyed Vahid Ahmadi Tabatabaei, Hassan Eftekhar Ardabili, Ali Akbar Haghdoost, Nouzar Nakhaee, Mohsen Shams
Keywords
Related Articles
- EP ID EP329496
- DOI 10.19082/5279
- Views 84
- Downloads 0
Presenting a model for dynamic facial expression changes in detecting drivers' drowsiness.
Drowsiness while driving is a major cause of accidents. A driver fatigue detection system that is designed to sound an alarm, when appropriate, can prevent many accidents that sometime leads to the loss of life and prope...
Accuracy of universal polymerase chain reaction (PCR) for detection of bacterial meningitis among suspected patients.
Central nervous system (CNS) infections are life-threatening diseases caused by viral, bacterial, parasitic and fungal microorganisms. The aim of this study was to determine the accuracy of universal polymerase chain rea...
A Review of the Clinical Implications of Breast Cancer Biology
BACKGROUND: Histologically similar tumors may have different prognoses and responses to treatment. These differences are due to molecular differences. Hence, in this review, the biological interaction of breast cancer in...
Iodine nutritional status and goiter prevalence in primary school children aged 6-12 of Panchmahal district, Gujarat, India
Introduction: Iodine deficiency disorders (IDD) create major public health problems in India, including Gujarat. Panchmahal district is known for endemic iodine deficiency. The present study was conducted to...
Identification of the necessary data elements to report AIDS: a systematic review
BACKGROUND: The main focus of the surveillance system of AIDS in Iran is on direct clinical care for HIV, and other supportive facilities and secondary programmes have been somewhat neglected. Creating templates for repo...