Paper Information

Title: 

TAXI DRIVERS' VIEWS ABOUT RISKY DRIVING BEHAVIORS IN TEHRAN

Type: PAPER
Author(s): SHAMS MOHSEN*,SHOJAEIZADEH DAVOUD,MAJDZADEH S.R.,RASHIDIAN ARASH,MONTAZERI ALI
 
 *SCHOOL OF PUBLIC HEALTH AND INSTITUTE OF PUBLIC HEALTH RESEARCH, TEHRAN UNIVERSITY OF MEDICAL SCIENCES, TEHRAN, IRAN
 
Name of Seminar: CONFERENCE ON SAFE SOCIETY OF TEHRAN
Type of Seminar:  CONFERENCE
Sponsor:  MUNICIPALITY OF TEHRAN
Date:  2009Volume 2
 
 
Abstract: 

Objective(s): Formative research consists of audience analysis, market analysis and channel analysis, is the basis of the interventions based on social marketing model. In this study, the views of taxi drivers about risky driving behaviors were extracted in order to plan an intervention based on social marketing model.
Methods: This qualitative research and phenomenology study was held through four focal group discussions by the participation of 42 taxi drivers in Tehran. The drivers' views about the components of audience analysis, market analysis and channel analysis were extracted, categorized and analyzed.
Results: The participants believed that the best action for improving Tehran taxi driver’s behaviors is developing and communicating the persuasive messages for increasing the taxi driver’s concentration. Drivers’ gathering places, internal space of taxies, printed materials such as stickers and pamphlet and people who are opinion leaders for drivers like lines supervisors were suggested by most of the participants.
Conclusion: Consumer orientation is the core and basement of social marketing programs. Increasing the taxi drivers' concentration during driving through persuasive messages, in the gathering and driving places of taxi drivers by using lines supervisors as opinion leaders, can be effective for modifying the risky driving behaviors.

 
Keyword(s): RISKY DRIVING BEHAVIORS, SOCIAL MARKETING, FORMATIVE RESEARCH, TAXI DRIVERS
 
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