Attitudes of Consumers from Subotica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods
Autor: | Bojan Masanovic; Georgi Georgiev; Natasa Sekulic |
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Sprache: | Englisch |
Veröffentlicht: |
2018 |
Quelle: | Directory of Open Access Journals: DOAJ Articles |
Online Zugang: |
http://www.jaspe.ac.me/clanci/JASPE_July_2018_Masanovic_99-104.pdf https://doaj.org/toc/2536-569X https://doaj.org/toc/2536-5703 doi:10.26773/jaspe.180717 2536-569X 2536-5703 https://doaj.org/article/39b9a10c360549cd8955dfbacc2221a9 https://doi.org/10.26773/jaspe.180717 https://doaj.org/article/39b9a10c360549cd8955dfbacc2221a9 |
Erfassungsnummer: | ftdoajarticles:oai:doaj.org/article:39b9a10c360549cd8955dfbacc2221a9 |
Zusammenfassung
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 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.