The Role of Social Targeting, Customer Segmentation, and Physical Activity Positioning for the Development of Sports among the Iranian Elderly

With the aging population and the prevalence of chronic diseases in this age group, the importance of physical activity as a risk-reducing factor becomes clear. In this study, considering the role of social targeting, customer segmentation and physical activity positioning for the development of sports among the Iranian elderly have been studied.

This study was practical from the point of view of purpose and was conducted employing a qualitative research method based on thematic analysis method. The population consisted of specialists in Sports, Social Sciences, Psychology, Law, and Medicine. The sample was selected using purposive sampling with a conceptual saturation criterion, which was conducted after 11 interviews.

According to the three components of the targetbased strategic marketing model, segmentation criteria including individual and social characteristics, economic conditions and activity criteria were classified; factors such as contextualization, customer analysis, social system analysis, and policy coordination were identified in targeting the identified areas, and in the positioning section, encouraging the elderly to be inactive and move toward group and network-based activities were the results.

Based on the three components of segmentation, targeting and positioning, the need for people, society and officials to emphasize the use of physical activity to promote physical activity among the older adults and personal and social health of the elderly has been mentioned. As a result, efforts to activate the elderly in a neighborhoodbased manner and small-scale planning will be effective from several perspectives, including improving their individual and social health and reducing treatment costs.