Kinesiology, Vol. 39. No. 1., 2007.
Original scientific paper
Segmentation of sports consumers in Slovenia
Jakob Bednarik
Rajko Šugman
Jure Urank
Marjeta Kovač
Abstract
In terms of its size and population, the advertising of sport in Slovenia involves a relatively large and promising market, which is represented by TV viewers, spectators of sports events and all those practising recreational sport. For all of these groups certain characteristics of the marketing strategies have to be adhered to by all of the following: advertisers at sports events and TV broadcasts, sponsors of events and sports people, organisers of sports events, organisers and animators of organised sports practice as well as sports agents. According to the responses given in the present research, the respondent subjects – who as-sumed the role of sports consumers – were classified into four categories: INACTIVE people, TV VIEW-ERS of sports events, SPECTATORS of sports events and ACTIVE sports participants. The use of the χ2 test confirmed statistically significant differences in all four categories, the most considerable being seen with INACTIVE people and ACTIVE sports participants. The low percentage in the first category and the high one in the second suggest the positive notion that Slovenian people’s awareness of sport and recreation is on the rise. In addition, the χ 2 test also confirmed statistically significant differences between all of the studied variables in the four categories. Finally, the results of the research provide important information about sports consumers in Slovenia.
Keywords
management; marketing; sport events attendance; number of TV viewers of broadcast sports events; active sports consumers; passive sports consumers
Hrčak ID:
15890
URI
Publication date:
10.7.2007.
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