Title ČIMBENICI POTROŠNJE NA SPORTSKE PROIZVODE I USLUGE STUDENATA KINEZIOLOŠKOG FAKULTETA Title (english) DETERMINANT FACTORS OF KINESIOLOGY STUDENTS EXPENDITURE ON SPORTS PRODUCTS AND SERVICES Author Lucas Šaravanja Mentor Sanela Škorić (mentor)Committee member Sanja Šalaj (predsjednik povjerenstva)Committee member Sanela Škorić (član povjerenstva)Committee member Sunčica Bartoluci (član povjerenstva)Granter University of Zagreb Defense date and country 2019-07-09, Croatia Scientific / art field, SOCIAL SCIENCES Abstract U suvremenom svijetu u kojem opažamo snažnu ekspanziju industrije sporta, postalo je iznimno važno usmjeriti marketinške napore kako bi klubovi i sportske organizacije bile u što većoj mjeri uspješne. U tom je smislu od ključne važnosti poznavanje karakteristika potrošača te koji čimbenici determiniraju njihovo ponašanje na tržištu (hoće li kupiti određeni proizvod ili neće, koliko će potrošiti i sl.). Kako je svako tržište potrošača moguće segmentirati na različite skupine ovisno o korištenom kriteriju segmentacije, vrlo je važno analizirati potrošnju studenata Kineziološkog fakulteta na sportske proizvode i usluge jer su oni ti koji se definiraju kao selekcionirana sportska populacija (očekivana veća potrošnja u odnosu na prosjek populacije) i jednog dana bit će dijelom sportskog sustava te imati neposredan utjecaj na vježbače.
Uzorak ispitanika obuhvatio je studente integriranog preddiplomskog i diplomskog sveučilišnog studija od prve do pete godine Kineziološkog fakulteta Sveučilišta u Zagrebu. Upitnik je ispunilo 484 studenta, a u konačnici su analizirana 373 upitnika. Za potrebe istraživanja izrađen je upitnik koji je prilagođen populaciji studenata Kineziološkog fakulteta. U upitniku su bila pitanja iz četiri kategorije: 1. Demografska obilježja, 2. Socio – ekonomska obilježja, 3. Sportska obilježja (stil života) i 4. Potrošnja na sportske proizvode i usluge. Procjena potrošnje na sportske proizvode i usluge bila je na godišnjoj razini i odnosila se na razdoblje od 1. siječnja 2018. do 31. prosinca 2018. U potrošnju na sportske proizvode i usluge bili su uključeni i troškovi koji nisu isključivo vezani za aktivnu participaciju, kao npr. sportsko klađenje i ulaznice za sportske događaje. Rezultati pokazuju da studentice troše više u odnosu na studente na sportsku odjeću, obuću i članarine, dok studenti troše više na sportsko klađenje, dodatke za prehranu i ulaznice za sportske događaje (p≤0,05). Kada su u pitanju razlike između pojedinih studijskih godina, studenti se razlikuju u varijablama dob, mjesečna primanja i potrošnja na sportske „gadgete“. Regresijskom jednadžbom utvrđeno je da spol, mjesečna primanja i tjedna frekvencija bavljenja sportom imaju statistički značajan doprinos u utvrđivanju potrošnje na sportske proizvode i usluge (p≤0,05).
Abstract (english) In the modern world where we see a strong expansion of the sports industry, it has become extremely important to steer marketing efforts so that clubs and sports organizations get successful to the greatest extent. Considering that, it is of crucial importance to know the characteristics of a consumer and what factors determine their behaviour on the market (whether to buy a product or not, how much they will spend etc.). As each market can be segmented to different groups depending on the segmentation criteria, it is very important to analyze expenditure of students of the Faculty of Kinesiology on sports products and services because they are the ones that are defined as a selected sports population (expected higher expenditure compared to the average population) and one day they will be integrated in sports and have an immediate impact on the trainees. The sample of respondents included students of an integrated undergraduate and graduate university study from the first to the fifth year of the Faculty of Kinesiology at the University of Zagreb. 484 students completed a questionnaire, but 373 questionnaires were analyzed in the end. For the purpose of research, questionnaire was created and adapted for the population of students of the Faculty of Kinesiology. The questionnaire consisted of four categories of questions: 1. Demographic characteristics, 2. Socio – economic characteristics, 3. Sport characteristics (lifestyle) and 4. Expenditure on sports products and services. The assessment of expenditure on sports products and services was on an annual basis, referring to the period from January 1st 2018 to December 31st 2018. Expenditure on sports products and services included costs not exclusively related to active participation, such as sports betting and tickets for sporting events. The results show that female students spend more money on sportswear, footwear, and membership fees, while male students spend more on sports betting, nutrition supplements and tickets for sporting events (p≤0,05). When it comes to differences between study years, students differ in age, monthly income and expenditure on sports gadgets (p≤0,05). The regression equation found that gender, monthly income and weekly frequency in sports have a statistically significant contribution to determining expenditure on sports products and services (p≤0,05).
Keywords
sportski marketing
segmentacija
sportsko tržište
regresija
ekonomika sporta
Keywords (english)
sports marketing
segmentation
sports market
regression
sports economics
Language croatian URN:NBN urn:nbn:hr:117:699389 Study programme Title: Integrated undergraduate and graduate university study of kinesiology Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2019-07-22 08:53:08
