Zoran Milosevic1, Dusan Stupar2, Slavko Molnar1, Natasa Sekulic3, , ,
1University of Novi Sad, Faculty of Sport and Physical Education, Novi Sad, Serbia
2Educons University, Faculty of Sport and Tourism, Novi Sad, Serbia
3Vocational College, Chemical, Biotechnology and Medicine Department, Subotica, Serbia
4
Attitudes of Consumers from Autonomus Province of Vojvodina toward Advertising through Sport among the Question how Often they Participate in Sports Activities
J. Anthr. Sport Phys. Educ. 2018, 2(4), 55-60 | DOI: 10.26773/jaspe.181010
Abstract
This research was aimed at gaining relevant knowledge about the attitudes of Autonomus Province of Vojvodina consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 451 students from Faculti of Sporth and Physical Education, Faculty of sport and tourism in Novi Sad and Chemical, Biotechnology and Medicine Department in Subotica, 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 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 are significant differences showed up between the consumers who participate in various sports activities. The significant differences were found in one of three variables, while the consumers who participate less than 4 times a moths had much more negative attitudes toward advertising though sport.
Keywords
Attitudes, Advertising, Sports Events, Vojvodina
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