The Strategies of Development of Physical Activity in the Elderly of Qom city: A Social Marketing Approach

The purpose of this study was to identify strategies for developing physical activity in the elderly of Qom city with a social marketing approach. The research method was a combination of quantitative and qualitative methods and According to the qualitative data collection in the first stage, and validation of it in the next stage, this research was exploratory blend type. The statistical population of this study was all people over 50 years old in Qom province. The sampling method in the qualitative part of this research was initially purposeful and judgmental and then snowball sampling method was used to collect data. In this study, 13 of the sample were interviewed with theoretical saturation. In the first phase, the data collection tools was interviewed and then with coding and identify themes and indicators, questionnaire codification and was used to design and validate models . The sampling method in the quantity section was random. Data analysis in the qualitative section was performed using thematic analysis and in the quantitative part using SPSS and LISREL software. The results of the thematic analysis showed that the proposed strategies were dominated by two concepts of social marketing mix (location, price, promotion, people, partners, politics, line, mesh, document, pleasure and protection) and STP strategies. The results of confirmatory factor analysis also showed the fitting of the model in this study. According to the results, having marketing and customer-oriented view is necessary for the development of sports in the elderly.