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
Journal Title: Journal of Anthropology of Sport and Physical Education - Year 2018, Vol 2, Issue 2
Abstract
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 general attitudes among various questions, while this research was aimed at gaining relevant knowledge about the attitudes of Sarajevo consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 358 respondents, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1–4 a month, 5–10 a month, 11–20 a month, as well as consumers participate in sport activities more than 20 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 analysed 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 are significant differences showed up between the consumers who participate in various sports activities. These results are so important for the marketers, mostly due to the reason they can’t merge all the potential consumers who participate in various sports activities into one homogeneous group. This is the case in previous investigations and this observation presents relevant information.
Authors and Affiliations
Jovan Gardasevic, Izet Bajramovic, Bojan Masanovic
Keywords
Related Articles
- EP ID EP281981
- DOI 10.26773/jaspe.180407
- Views 70
- Downloads 0
Attitudes of Consumers from University of Novi Sad toward Advertising through Sport among the Frequency of Watching Sports Events
This investigation was aimed at gaining relevant knowledge about the attitudes of University of Novi Sad consumers toward advertising through sport among. The sample included 168 students from Faculti of Sporth and Physi...
Comparative Study of Motor Ability between Basketball Players from Second Leagues in Montenegro and Serbia
The aim of this research was to describe and compare the motor skills of basketball players of the Second league of Montenegro and Second league of Serbia. There were 48 participants divided into two sub-samples. The fi...
Relationship Between Arm Span Measurements and Body Height in Tivat
The unusual height of Montenegrin inhabitants of the highland region has been recognised by European anthropologists more than 100 years ago. In light of rather sparse recent scientifi c literature, the purpose of this r...
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...
Anthropometric Indices as Indicators of Obesity of Children from Elementary School in Montenegro
The aim of this research was to determine anthropometric indices as indicators of obesity of children in Montenegro. The research involved 135 children from Montenegro and sample of examinees is divided into two sub-samp...