Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods
Journal Title: Journal of Anthropology of Sport and Physical Education - Year 2018, Vol 2, Issue 2
Abstract
Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Sarajevo consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 358 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 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 analysed 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).
Authors and Affiliations
Gorica Zoric, Jovan Gardasevic, Izet Bajramovic
Keywords
Related Articles
- EP ID EP281979
- DOI 10.26773/jaspe.180405
- Views 79
- Downloads 0
Attitudes of Montenegrin Consumers Toward Advertising Through Sport Among the Frequency of Watching Sports Events
It is proposed that potential consumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser’s product. From this reason, it is important to analyse their general...
Differences in Anthropometric Characteristics among Junior Soccer and Volleyball Players
The aim of this study was to obtain the relevant knowledge about signifi cant diff erences in some anthropometric characteristics of junior soccer and volleyball players. The sample included 39 male subjects divided into...
Differences in Anthropometric Characteristics and Body Composition between Rugby Players of National Team of Montenegro and National Team of Bulgaria
The aim of this research was to determine the diff erences among the rugby players of national team of Montenegro and national team of Bulgaria in the morphological characteristics and body composition. A sample of 43 ex...
Attitudes of Consumers from University of Novi Sad 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 University of Novi Sad consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample in...
Body Height and Its Estimation Utilizing Arm Span Measurements in Adolescents From Northern Region in Montenegro
The purpose of this research was to examine Montenegrin adolescents’ body height from the northern region. Also, the research examines an arm span as an alternative assessment for measuring the body height which varies f...