Developing a Social Marketing Model to Promote Well-Informed and Low-Income Middle- Aged Participation in Regular Physical Activity, a Qualitative Study

Abstract

Background and Objective: Middle age is an important period of life that is associated with reduced physical fitness and therefore, the participation in regular physical activity in this period of life is of great importance. The purpose of this research is to develop a social marketing model for promoting well-informed and low-income middle-aged people' participation in regular physical activity. Methods: This study was a qualitative study with a grounded theory approach that was carried out in two stages. The first stage included recognizing the target audience's view of participation in physical activity, and the second stage included determining the strategies for mixed social marketing and developing the research model. The statistical population of the first stage consisted of healthy individuals aged 45-64, and in the second stage, the statistical population included the relevant experts. Sampling was done purposefully and data were collected through 3 focus groups and 18 semi-structured interviews. For data analysis, three-step coding method was used and data validity was evaluated using standard methods. Results: After identifying the internal and external barriers and facilitators of participating well-informed and low-income middle-aged people in physical activity, mixed social marketing strategies including product, place, promotion, and price strategies were determined and the final model was developed. Conclusion: In order to promote well-informed and low-income middle-aged people participation in regular physical activity, standard, principled, fun, and practicable physical activities with the lowest possible cost, the best access conditions and the most appropriate promotional messages should be provided for the target audience.