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Subject

Marketing Factors Affecting the Elderly Intention to Exercise
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논문 기본 정보

Type
Academic journal
Author
Suporntip Pupanead (Kasetsart university)
Journal
Korea Sport Society 한국스포츠학회 한국스포츠학회 제14권 제3호 KCI Accredited Journals
Published
2016.9
Pages
277 - 287 (11page)

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Marketing Factors Affecting the Elderly Intention to Exercise
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The purposes of this research were to find out marketing factors affecting the intention to exercise among the elderly and to develop practical guidelines for the elderly exercise management. The study sample consisting of 1,000 aging people who exercise >3 times per week from ten provinces in five regions across Thailand were recruited by the multi-stage random sampling method. The questionnaires were used as instrument on two areas: marketing, intention. The data were analyzed by the Pearson Product Moment Correlation Coefficient and Stepwise Multiple Regression Analysis. The results presented along with the 7P?s marketing factors and the others were as follows. 1)Products: Elderly choose to exercise in such types as: walking, yoga, Tai Chi and scepter exercising and using outdoor fitness tools. 2)Place: They prefer to exercise in a public park of a shady and natural atmosphere or an outdoor / indoor stadium of safety especially where is not so far from home. 3)Promotion: Exercising should be publicized and promoted by governmental agencies to be done in local celebrating seasons 4)Presentation: Public exercising places should be publicizing presented in attractive dimensions of travelling and parking convenience, a clean modern and beautiful design with some relaxing seats. 5)Motivation to exercise. Some seniors are motivated by having fun, meeting friends, and having been socialized. Others are motivated by some health problems and a desire for health promotion. 6)Attitudes: Elderly have such positive attitudes as that exercise makes their own bodies healthy and stronger; it also makes them look younger and reduces his/her risks of diseases 7)Personality: The elderly who regularly exercise are always cheerful and has good temper.

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