Department of Health Education and Promotion, School of Public Health, Tehran University of Medical Sciences, Poursina Ave, Tehran, Iran.
Accid Anal Prev. 2011 May;43(3):646-51. doi: 10.1016/j.aap.2010.10.007. Epub 2010 Nov 5.
The use of the social marketing approach for public health issues is increasing. This approach uses marketing concepts borrowed from the principles of commercial marketing to promote beneficial health behaviors. In this qualitative study, four focus groups involving 42 participants were used in consumer research to explore taxi drivers' views on the driving situation and the determinants of risky driving behaviors in Tehran, as well as to gather their ideas for developing a social marketing program to reduce risky driving behaviors among taxi drivers in Tehran, Iran. Participants were asked to respond to questions that would guide the development of a marketing mix, or four Ps (product, price, place and promotion). The discussions determined that the program product should involve avoiding risky driving behaviors through increased attention to driving. They pointed out that developing and communicating with a well-designed persuasive message meant to draw their attention to driving could affect their driving behaviors. In addition, participants identified price, place and promotion strategies. They offered suggestions for marketing nonrisky driving to the target audience. The focus group discussions generated important insights into the values and the motivations that affect consumers' decisions to adopt the product. The focus group guided the development of a social marketing program to reduce risky driving behaviors in taxi drivers in Tehran, Iran.
社会营销方法在公共卫生问题上的应用正在增加。这种方法借鉴了商业营销原则中的营销概念，以促进有益的健康行为。在这项定性研究中，我们使用了四个焦点小组，涉及 42 名参与者，对消费者进行了研究，以探讨德黑兰出租车司机对驾驶情况的看法，以及确定导致其危险驾驶行为的因素，并收集他们对制定社会营销计划以减少德黑兰出租车司机危险驾驶行为的想法，伊朗。参与者被要求回答问题，这些问题将指导营销组合的制定，即四个 P（产品、价格、地点和促销）。讨论确定，计划产品应该通过增加对驾驶的关注来避免危险驾驶行为。他们指出，通过制定和传播精心设计的有说服力的信息，吸引他们对驾驶的注意力，可能会影响他们的驾驶行为。此外，参与者还确定了价格、地点和促销策略。他们为向目标受众营销安全驾驶行为提供了建议。焦点小组讨论深入了解了影响消费者决定采用产品的价值观和动机。焦点小组指导制定了一个社会营销计划，以减少伊朗德黑兰出租车司机的危险驾驶行为。
