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Identifying and Mapping Target Audience in Social Marketing: A Research on Physical Activity of Baby Boomers

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The aim of this study was to divide the target audience consisting of the “Baby Boomers” into segments and to determine their perceptions of benefits, barriers and motivations for physical activity to reveal a target audience map by using Stage of Change Model. The study was designed as a mix method. Descriptive statistics method in quantitative data analysis and content analysis method in qualitative data analysis were used. According to the results, “pre contemplation and maintenance segments were intense among the target audience. The qualitative data showed that physical activity and balanced and regular nutrition were the most important determinants of healthy living. In all market segments among the benefits expected from the physical activity, physical and psychological health benefits were the most significant. The most perceived barriers were: lack of time, climate, space, and being bored to do it alone. Some of the motives were: losing weight, having fun, preventing pain, wellness and therapy for an illness.

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Social Marketing , Target Audience Map , Physical Activity , Exercise Stage of Change , Baby Boomers

Journal Of Social Sciences, Eskişehir Osmangazi University

105