Sport Consumption Habits in Terms of Generations

Abstract

Consumer behavior involves the experience resulting from using the product or service, as well as show we share our experience and opinions about the product with others.The way of sharing this experience and opinion can vary significantly in terms of generations.The aim of the study is to introduce the differences in sport consumption habits in terms of generations and to examine the services and products offered by a football club in the Slovak "Fortuna Liga" based on the consumers' opinion and experience Research is based on a questionnaire survey (the number of items is N = 434). 16.8% of respondents can be considered as distant fans as their residence is at least 50 km away from the town of the football club. Analysis was performed by Pearson's Chi-square test, descriptive statistical methods, setting hypothesis and determining Gamma coefficient. Based on the performed analyses, there is no significant relationship between the division of consumers into different generations and the detected followers of the football club's social media site. A relationship can be detected between the division of consumers into different generation groups and the fact whether they bought or received a gift from the web-shop or shop of the football club.