Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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University of Montenegro, Faculty for Sport and Physical Education, Montenegrin Sports Academy
2018-04-01
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| Series: | Journal of Anthropology of Sport and Physical Education |
| Subjects: | |
| Online Access: | http://www.jaspe.ac.me/clanci/JASPE_April_2018_Djurisic_55-60.pdf |
| _version_ | 1818961519678849024 |
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| author | Vladimir Djurisic Djurdjuca Perovic Bojan Masanovic |
| author_facet | Vladimir Djurisic Djurdjuca Perovic Bojan Masanovic |
| author_sort | Vladimir Djurisic |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-20T12:14:43Z |
| format | Article |
| id | doaj.art-390afe323b314969a5a782d8c6b27764 |
| institution | Directory Open Access Journal |
| issn | 2536-569X 2536-5703 |
| language | English |
| last_indexed | 2024-12-20T12:14:43Z |
| publishDate | 2018-04-01 |
| publisher | University of Montenegro, Faculty for Sport and Physical Education, Montenegrin Sports Academy |
| record_format | Article |
| series | Journal of Anthropology of Sport and Physical Education |
| spelling | doaj.art-390afe323b314969a5a782d8c6b277642022-12-21T19:41:09ZengUniversity of Montenegro, Faculty for Sport and Physical Education, Montenegrin Sports AcademyJournal of Anthropology of Sport and Physical Education2536-569X2536-57032018-04-0122556010.26773/jaspe.180410Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting GoodsVladimir Djurisic0Djurdjuca Perovic1Bojan Masanovic2University of Montenegro, Faculty of Economics, Podgorica, MontenegroUniversity of Montenegro, Faculty of Tourism and Hospitality, Kotor, MontenegroUniversity of Montenegro, Faculty for Sport and Physical Education, Niksic, MontenegroThis 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.http://www.jaspe.ac.me/clanci/JASPE_April_2018_Djurisic_55-60.pdfAttitudesAdvertisingSporting GoodsPodgorica |
| spellingShingle | Vladimir Djurisic Djurdjuca Perovic Bojan Masanovic Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods Journal of Anthropology of Sport and Physical Education Attitudes Advertising Sporting Goods Podgorica |
| title | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_full | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_fullStr | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_full_unstemmed | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_short | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_sort | attitudes of consumers from podgorica toward advertising through sport among the question how often consumers purchase sporting goods |
| topic | Attitudes Advertising Sporting Goods Podgorica |
| url | http://www.jaspe.ac.me/clanci/JASPE_April_2018_Djurisic_55-60.pdf |
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