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Attitudes of Consumers from Subotica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods

2018; University of Montenegro; Volume: 2; Issue: 3 Linguagem: Inglês

10.26773/jaspe.180717

2536-5703

Bojan Mašanović, Georgi Georgiev, Natasa Sekulic,

Physical Education and Training Studies

This research was aimed at gaining relevant knowledge about the attitudes of Subotica consumers toward advertising through sport among the question how often consumers purchase sporting goods.The sample included 168 students from Chemical, Biotechnology and Medicine Department in Subotica, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1-3 a month, 4-6 a month, 7-9 a month, as well as consumers who purchase sport goods more than 10 times a month.The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale.The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test.Based on the statistical analyses it was found that signifi cant diff erences occur at multivariate level, as well as between all three variables at a signifi cance level of (p=.000).Hence, it is interesting to highlight that it was found there were signifi cant diff erences showed up between the consumers who purchase sport goods.The signifi cant diff erences were found in two of three variables, while the consumers who purchase sport goods less than 3 times a moths had much more negative attitudes toward advertising though sport.