Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods
Journal Title: Journal of Anthropology of Sport and Physical Education - Year 2018, Vol 2, Issue 2
Abstract
This research was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 330 students from Faculty of Economics in Podgorica, 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 significant differences occur at multivariate level, as well as between all three variables at a significance level of (p=.000). Hence, it is interesting to highlight that it was found there were significant differences showed up between the consumers who purchase sport goods. The significant differences 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.
Authors and Affiliations
Vladimir Djurisic, Djurdjica Perovic, Bojan Masanovic
Keywords
Related Articles
- EP ID EP281984
- DOI 10.26773/jaspe.180410
- Views 90
- Downloads 0
Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how Often they Participate in Sports Activities
Advertising is an attractive promotional tool for marketers who can use it to strengthen communication with consumers and persuade them to purchasing certain product or service. Hence, there is necessity to analyse their...
Relationship Between Arm Span Measurements and Body Height in Berane
The aim of this study was to determine whether the arm span predicted body height. The sample of respondents was 89 adolescents from Berane, 52 boys and 37 girls. The boy’s average was 17.96 years, and the girl was 18.08...
Attitudes of Montenegrin Consumers Toward Advertising Through Sport Among the Question How Often Consumers Purchase Sporting Goods
Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. How...
Burnout Factors in Private Health and Fitness Centers’ Sector: A Case Study in Greece
The aim of the research was to investigate conceiving levels of Burnout, in employees in private fi tness and health centers of the prefecture of Attica, Greece in relation with demographic factors such as gen- der, age...
The Differences in Morphological Structure of Handball Player’s from Junior League in Kosovo
The aim of this study was to recognize the diff erences in the morphological structure of handball players from junior leagues in Kosovo. The sample included 20 male active handball players from four handball junior team...