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

Extended Abstract Introduction: As the world’s population is aging and chronic diseases increases in this age group, the importance of physical activity as a deterrent and risk-reducing factor becomes clear. Given the special needs in this population, it is very important to pay attention to health-promoting behaviors and the quality of life in the elderly. Physical activity is an important parameter that leads to improving the quality of life of the elderly and consequently the experience of dynamic aging by changing behavior and lifestyle. This shows that in the field of behavior change, we must move from education and coercion to promotion. The most important models related to promoting sports for the elderly are social marketing and target-based strategic marketing. In the present study, the central factors in the goal-based marketing model have been used, which are: segmentation, targeting and positioning. A market segment is a set of customers who share a common characteristic and display similar behavior. Targeting is the skillful focus on one or more defined segments of the market and the application of unique marketing efforts to each segment. Positioning refers to designing an image of a product or company and placing it in a distinct and specific place in the mind of the consumer. It is important to promote effective methods to create knowledge and encourage the elderly community in the country about sports and determine and use sports marketing methods and to promote it in relation to their conditions. Finally, efforts should be made to find a special and valuable position in the minds of the elderly so that they are motivated and strive to achieve it. Because sports is considered by the world as a health-oriented product, using appropriate methods with the characteristics of target customers and classifying and targeting program-oriented as well as creating a privileged position for this product in any part of the elderly community in effective marketing measures and attracting elderly customers to sports is of particular importance and the present study was formed in order to respond to the way of positioning sports, segmentation and targeting of potential elderly customers in promoting elderly sports in the country and  for this purpose, the goal-based marketing model was used. Method: This research is applied from the point of view of purpose and is conducted using a qualitative research method based on thematic analysis method. The statistical population consisted of specialists in various disciplines (Sports science, social sciences, psychology, Law, Urban Planning and Medicine. The selection of the community of participants in the research was based on the people who had a good background in the field of administration, science, as well as planning and policy-making of senior sports in the country, and identifying them required research and inquiry from knowledgeable people. Sample adequacy was the theoretical saturation achieved after 11 interviews. Based on the conceptualization process, the coding of the concepts and the central and final categorization of the data were done. In this research, two methods of judicious or purposeful and bulletproof were used to select participants. They first referred to specialists in a deliberate manner and then were asked about other experts. Findings: The interviews related to the three factors of the model were analyzed as the steps of conceptualization and categorization (theme building) were performed. The main categories were determined and placed in thematic map. Segmentation    Targeting    Positioning Individual factor family status physicalcondition motivation    Context need assessments prioritization analyses synergy    Inactive promotion patterning Social factor social inequality tradition social role duality    consumer analyse incentives awareness raising perceptions    Individual active info bank grouping social membership Economics factor Financial capacity, wealth deciles, access to infrastructure    Society analyse achievement, estimate specialized atitude    Group active organizing identifocation social infrastructure Physical activity factor individuals, groups, network based    Policy coordination institutional map service unit window evaluation index    Network-based social capital social media There are four different criteria: personal characteristics, which are related to individual-related factors in the classification of the elderly; Social characteristics, which examine the effects that society has on the segmentation of the elderly; Economic conditions including factors that economically affect the segmentation of the elderly, and the factor of physical activity classifies the elderly based on the amount of physical activity they have. Living status of the elderly and considering the type of living that may be alone or with other companions and their place of residence (home or nursing home) is one of the most important criteria for classification. The degree to which an elderly person is physically healthy seems to be another important factor. In the elderly classification type, it is also important to try to reach the level of motivation (internal or external) that each elderly person has for physical activity through survey work. Taking into account the different social classes (affluent, middle class, deprived), traditional and ethnic practices that exist in different parts of the country, especially in the case of the elderly, and in an interview with one of the experts in the sentence that “some families, traditions “Religions and ethnicities do not accept or define sports in old age or for older women.” Among the features that should be considered. Also, the social role of the elderly in society and in families, which defines their leisure / responsibility at the community level, and another interviewee in the field of social sciences in their response. Economic characteristics are measured according to the financial capacity of the elderly. Some activities should be considered only for high-income people, such as skiing, horseback riding, golf, etc. The level of financial enjoyment and access to infrastructure. Sports at the community level is also important. One of the strategies for developing senior sports is based on goal setting; paying attention to the needs of people in old age and the priority that these needs may have for each person or each department, analyzing the elderly as stakeholders in the targeting department, and linking sports to the social aspects of the elderly life in addition to the aspect individuals and spending their leisure time in such a way as to improve the social conditions of the elderly are mentioned. In the area of ​​customer analysis, identification and analysis of incentives in different groups of the elderly, emphasis on the need for physical activity and its benefits by training and awareness and attention to the experience and perception. It is necessary to set goals. On the other hand, the study and analysis of the society in which the elderly live by facilitating the elderly ‘s access to social (sports) infrastructure, identifying and trying to employ individuals and groups who have a verbal influence on the elderly, designing different sports programs for the elderly groups separately, which requires specialized attitude and experts in this field, is also considered. All of these things do not make sense without policy coordination. Four age groups were identified, including inactive, individual active, community active and network-based active elderly. Encouraging the elderly to be inactive and to engage in network-based physical activity can be the most important factor in the development of position-based aging sports based on positioning. Discussion: Considering the aging population and the need to pay more attention to the elderly and geriatric sports, the role of using the components of the selected research model, i.e., social targeting, section connection and positioning in the promotion of aging sports is becoming clearer than ever. Recognizing and achieving the priority of each of these three factors, ranking the different sections of old age and the criteria of this section requires a survey with the questionnaire tool that is suggested. Creating local groups for the elderly and regional planning are other practical suggestions.