Social marketing and physical activity of student population for increasing quality of life

In a number of researches, quality of life is considered as a benefit of physical activity. Besides, part of the researches focuses on physical activity of student population. The topic of the paper is to explore perceived obstacles for being physically active in student population. Furthermore, these obstacles were examined in the context of different socio-demographic profiles of respondents. The primary research was conducted in 2019. The convenience sample included more than 150 students from one state university in Serbia. The structural interviews by using the questionnaire were performed. The results show that in some cases the perceived obstacles can be brought in connection to certain socio- demographic characteristics. Having that in mind, within the context of social marketing, recommendations for targeting different segments in function of increasing the level of their physical activities were given.