TAXI DRIVERS' VIEWS ABOUT RISKY DRIVING BEHAVIORS IN TEHRAN

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SHAMS MOHSEN; SHOJAEIZADEH DAVOUD; MAJDZADEH S.R.; RASHIDIAN ARASH; MONTAZERI ALI

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Seminar Paper

Paper Information

Seminar: CONFERENCE ON SAFE SOCIETY OF TEHRAN
Year:2009 | Issue:2

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Title

TAXI DRIVERS' VIEWS ABOUT RISKY DRIVING BEHAVIORS IN TEHRAN

Author(s)

SHAMS MOHSEN | SHOJAEIZADEH DAVOUD | MAJDZADEH S.R. | RASHIDIAN ARASH | MONTAZERI ALI

Keywords

RISKY DRIVING BEHAVIORS

SOCIAL MARKETING

FORMATIVE RESEARCH

TAXI DRIVERS

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.

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APA: Copy

SHAMS, MOHSEN, SHOJAEIZADEH, DAVOUD, MAJDZADEH, S.R., RASHIDIAN, ARASH, & MONTAZERI, ALI. (2009). TAXI DRIVERS' VIEWS ABOUT RISKY DRIVING BEHAVIORS IN TEHRAN. CONFERENCE ON SAFE SOCIETY OF TEHRAN. SID. https://sid.ir/paper/903279/en

Vancouver: Copy

SHAMS MOHSEN, SHOJAEIZADEH DAVOUD, MAJDZADEH S.R., RASHIDIAN ARASH, MONTAZERI ALI. TAXI DRIVERS' VIEWS ABOUT RISKY DRIVING BEHAVIORS IN TEHRAN. 2009. Available from: https://sid.ir/paper/903279/en

IEEE: Copy

MOHSEN SHAMS, DAVOUD SHOJAEIZADEH, S.R. MAJDZADEH, ARASH RASHIDIAN, and ALI MONTAZERI, “TAXI DRIVERS' VIEWS ABOUT RISKY DRIVING BEHAVIORS IN TEHRAN,” presented at the CONFERENCE ON SAFE SOCIETY OF TEHRAN. 2009, [Online]. Available: https://sid.ir/paper/903279/en

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