Attitudes of Consumers from Autonomous Province of Vojvodina toward Advertising through Sport in relation with the Frequency of Watching Sports Events

Abstract

This investigation was aimed at gaining relevant knowledge about the attitudes of the consumers from the Autonomous Province of Vojvodina toward advertising through sport in relation with the frequency of watching sports events. The sample included 451 students from Faculty of Sport and Physical Education,Faculty of sport and tourismin Novi Sad and Chemical, Biotechnology and Medicine Department in Subotica, and it was divided into six subsample groups: consumers who do not watch sports events at all, consumers who do watch sports events 1-30 minutes, consumers who watch sports events 31-60 minutes, those who watch them 61-90 minutes, those who watch them 91-120 minutes, as well as those who watch sports events more than 120 minutes during one typical day. 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), univariate analysis (ANOVA), and Post Hoc test. Based on the statistical analyses, it was found that signifi cant diff erences occur at multivariate level, as well as between all three variables at a signifi cance level of p=.00. Hence, it is interesting to highlight that it was found that signifi cant diff erences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. The signifi cant diff erences were found in two out of three variables, while the consumers who do not watch sports events had much more negative attitudes toward advertising through sport.

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