Stevo Popovic¹, Radenko Matic², Rajko Milasinovic³, Damjan Jaksic², Dusko Bjelica¹

¹Univerzitet Crne Gore, Fakultet za sport i fizičko vaspitanje (Nikšić, Crna Gora)
²Univerzitet u Novom Sadu, Fakultet za sport (Novi Sad, Srbija)
³Univerzitet u Novom Sadu, ACIMSI (Novi Sad, Srbija)

ATTITUDES OF SERBIAN CONSUMERS TOWARD ADVERTISING THROUGH SPORT WITH REGARD TO THE FREQUENCY OF THEIR PARTICIPATION IN SPORTS ACTIVITIES

STAVOVI SRBIJANSKIH POTROŠAČA PREMA REKLAMIRANJU U SPORTU U ODNOSU NA UČESTALOST BAVLJENJA SPORTSKIM AKTIVNOSTIMA

Sport Mont 2015, XIII(43-44-45), 50-56

Abstract

Advertising is an attractive promotional tool for marketers who can use it to strengthen communication with consumers and persuade them to purchasing certain product or service (Bjelica et al., 2014; Muratović et al., 2014). Hence, there is nececity to analyse their general attitudes among various questions, while this research was aimed at gaining relevant knowledge about the attitudes of Serbian consumers toward advertising through sport among the question how often they participate in sports activities. Methods: The sample included 127 respondents, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1–4 a month, 5–10 a month, 11–20 a month, as well as consumers participate in sport activities more than 20 times a months. The sample of variables contained the system of three general attitudes which were modeled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Results: Based on the statistical analyses it was found that significant differences didn’t occur at multivariate level, as well as between all three variables at a significance level of p=.05. Hence, it is interesting to highlight that it was found there are no significant differences showed up between the consumers who participate in various sports activities. Discussion: These results are so important for the marketers, mostly due to the reason they can merge all the potential consumers who participate in various sports activities into one homogenious group. This wasn’t the case in previous investigations (Popović et al., 2011) and this observation presents relevant information.

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