Stevo Popovic¹, Radenko Matic², Rajko Milasinovic³, Dobrislav Vujovic¹, Zoran Milosevic², 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 WATCHING SPORTS EVENTS

STAVOVI SRBIJANSKIH POTROŠAČA PREMA REKLAMIRANJU U SPORTU U ODNOSU NA UČESTALOST POSMATRANJA SPORTSKIH DOGAĐAJA

Sport Mont 2015, XIII(43-44-45), 270-276

Abstract

It is proposed that potential cosumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser’s product (Pyun, 2006). From this reason, it is important to analyse their general attitudes toward advertising through sport among various questions, and this investigation was aimed at gaining relevant knowledge about the attitudes of Serbian consumers toward advertising through sport among. Methods: The sample included 127 respondents, divided into six subsample groups: cconsumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. 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 attitudes of consumers toward advertising through sport among the frequency of watching sports events. Discussion: These results are so important for the marketers, mostly due to the reason they can merge all the potential consumers regarding the frequency they watch the sports events. On the other hand, this wasn’t the case in previous investigations (Bjelica and Popović, 2011) and this observation presents relevant information.

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