Izvorni znanstveni članak
ATTRIBUTES ASSOCIATED WITH ATHLETE TYPES IN HUNGARY
László Csóka
; University of Pécs, Faculty of Business and Economics, Pécs, Hungary
Mária Törőcsik
; University of Pécs, Faculty of Business and Economics, Pécs, Hungary
Péter Németh
; University of Pécs, Faculty of Business and Economics, Pécs, Hungary
Sažetak
We consider it important to examine how people think about different types of athletes, and what qualities they attach to them. Therefore we divided the athletes into five different types: hobby, professional individual, professional team, non-physical, and e-sport athletes. In our study, we examined the characteristics associated with athlete types, which is unique in the literature of sports consumption. The members of society perceive different types of athletes differently. Exploring the characteristics of these types can significantly help the companies daily work on the sport market to determine the various target segments and to position them appropriately. The study supports this understanding by presenting the results of a paper and pencil interview, which has a sample of 2000 people representing the 15-74 year old Hungarian population to explore the characteristics of athlete’s types perceived by society, carried out in the framework of the EFOP-3.6.2-16-2017-003 project. By making a correspondence analysis, we found that the attributes associated with each athlete type are separated from each other. While some of the examined attributes are clearly related to a particular type, others do not show such a plausible relationship. Based on our findings, the type of hobby athlete was associated with the attributions of “free”, and “humble”. The attributions of “high esteem”, “fast”, “rich”, and “successful” were connected to the type of professional individual athlete, while the type of professional team athlete was associated with “respect”, “adventures”, “interesting life” and “pay attention to others”. Among the examined types, non-physical athlete was associated with the most attributions, which were “honest”, “joy”, “have a good time”, “women”, and “creativity”. The type of e-sport athlete differed from the other types the most, which was associated closely with the attribute of “modern”. We have assumed that further analysis of associations provides valuable information, for example focusing on specific segments of society during processing. However, the analysis of generations, gender, sporting habits, household income showed only minimal differences between associations in connection with athlete types.
Ključne riječi
sports consumption; sports marketing; athlete types; correspondence analysis
Hrčak ID:
220178
URI
Datum izdavanja:
30.4.2019.
Posjeta: 863 *