TV viewing and physical activity: a segment analysis for social marketing |
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| Authors: | Satyendra Singh |
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| Institution: | 1. Department of Business and Administration, The University of Winnipeg, Canada;2. Associate Professor of Marketing and International Business. |
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| Abstract: | - Elevated television viewing and physical inactivity promote sedentary behavior, leading to obesity. Yet, modifying the behavior has received a limited academic investigation. Thus, the purpose of this exploratory study is to develop segments relating to such behavior, and propose TV viewing‐reduction and physical activity‐enhancing strategies for the various segments.
- Using data from a mall, the multiple regression and analysis of variance (ANOVA) led to the identification of four segments: alert, inactive, action, and ideal. Results indicate that those engaged in physical activity appear to watch less TV, and that age and gender do not have a significant impact on TV viewing. The managers can use the findings, segments, and strategies to create appeals for target social marketing.
Copyright © 2007 John Wiley & Sons, Ltd. |
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