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

Abstract

This research was aimed at gaining relevant knowledge about the attitudes of Educons University consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 200 students from Faculty of sport and tourism in Novi Sad, 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. Key words: Attitudes, Advertising, Sporting Goods, Novi Sad UvodVodeći se činjenicom da ulaganje u reklamiranje u sportu kao dijelu korporativne marketinške strategije neprestano raste, nastala je i potreba za istraživanjima u ovoj oblasti kako bi se utvrdile najbolje perspektive (Muratović, Bjelica, i Popović , 2014). Sistematsko proučavanje odnosa potrošača prema reklamiranju je ukorijenjeno u studiji Bauer-a i Greyser-a (Popović, 2011), dok je kapitalan doprinos nauci kada je reklamiranje u sportu u pitanju dao Pyun (Klačar i Popović, 2010), koji je sproveo istraživanje u kojem je konstruisao novi model za ispitivanje odnosa potrošača prema reklamiranju u sportu i time omogućio raznim istraživačima da ispituju stavove i uvjerenja potrošača prema reklamiranju u sportu širom svijeta i upoređuju svoje zaključke. U studijama koje su istraživale stavove prema opštem reklamiranju četrdesetih i pedesetih godina prošlog vijeka, prema Bauer-u i Greyser-u (Popović, Bjelica, Jakšić, & Georgiev, 2013;Popovic, 2015;Popović, & Milašinović, 2016), došlo se do zaključaka da potrošači, generalno imaju pozitivne stavove. Međutim, upoređujući navedene rezultate sa novijim istraživanji-ma (Bjelica, i Popović,

A Content Analysis of Published Articles in Journal of Anthropology of Sport and Physical Education from 2017 to 2018

“…U istraživanju je učestvovala i akademska zajednica: "Stavovi potrošača sa Educons univerziteta prema reklamiranju u sportu u odnosu na učestalost gledanja sportskih događaja" (Stupar, Gardasevic, & Masanovic, 2018), "...u odnosu na pitanje koliko često učestvuju u sportskim aktivnostima" (Gardasevic, Stupar, & Maksimovic, 2018) i "...u odnosu na pitanje koliko često kupuju sportsku odjeću" (Milosevic, Vukotic, & Stupar, 2018).…”