THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS
This research was aimed at gaining relevant knowledge about the attitudes toward sport advertising among the question how often consumers participate in sports activities The sample included 433 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then co...
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| Format: | Article |
| Language: | English |
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Montenegrin Sports Academy and Faculty for Sport and Physical Education
2011-08-01
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| Series: | Sport Mont |
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| Online Access: | http://www.sportmont.ucg.ac.me/clanci/SportMont_Avg_2011_Popovic_140-147.pdf |
| _version_ | 1818788630083141632 |
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| author | Stevo Popović |
| author_facet | Stevo Popović |
| author_sort | Stevo Popović |
| collection | DOAJ |
| description | This research was aimed at gaining relevant knowledge about the attitudes toward sport advertising among the question how often consumers participate in sports activities The sample included 433 respondents, 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 months. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the results it was concluded that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.05. It is interesting to highlight that it was found that the significant differences showed up between the consumers who do not purchase sport goods at all with negative attitudes and consumers who purchase sport goods less than ones a months and more with positive attitudes toward sport advertising |
| first_indexed | 2024-12-18T14:26:43Z |
| format | Article |
| id | doaj.art-c52688a2fe13484589027cf9c2a0b77a |
| institution | Directory Open Access Journal |
| issn | 1451-7485 2337-0351 |
| language | English |
| last_indexed | 2024-12-18T14:26:43Z |
| publishDate | 2011-08-01 |
| publisher | Montenegrin Sports Academy and Faculty for Sport and Physical Education |
| record_format | Article |
| series | Sport Mont |
| spelling | doaj.art-c52688a2fe13484589027cf9c2a0b77a2022-12-21T21:04:41ZengMontenegrin Sports Academy and Faculty for Sport and Physical EducationSport Mont1451-74852337-03512011-08-01IX28-29-30140147THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODSStevo Popović0Fakultet za sport i fizičko vaspitanje, Univerzitet Crne Gore, NikšićThis research was aimed at gaining relevant knowledge about the attitudes toward sport advertising among the question how often consumers participate in sports activities The sample included 433 respondents, 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 months. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the results it was concluded that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.05. It is interesting to highlight that it was found that the significant differences showed up between the consumers who do not purchase sport goods at all with negative attitudes and consumers who purchase sport goods less than ones a months and more with positive attitudes toward sport advertisinghttp://www.sportmont.ucg.ac.me/clanci/SportMont_Avg_2011_Popovic_140-147.pdfmarketingpromotionsportMontenegro |
| spellingShingle | Stevo Popović THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS Sport Mont marketing promotion sport Montenegro |
| title | THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS |
| title_full | THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS |
| title_fullStr | THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS |
| title_full_unstemmed | THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS |
| title_short | THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS |
| title_sort | attitudes toward sport advertising among the question how often consumers purchase sporting goods |
| topic | marketing promotion sport Montenegro |
| url | http://www.sportmont.ucg.ac.me/clanci/SportMont_Avg_2011_Popovic_140-147.pdf |
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