Attitudes of Consumers from Autonomus Province of Vojvodina toward Advertising through Sport among the Question how Often they Participate in Sports Activities

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 signifi cant diff erences occur at multivariate level, as well as between all three variables at a signifi cance level of p=.000. Hence, it is interesting to highlight that it was found there are signifi cant diff erences showed up between the consumers who participate in various sports activities. The signifi cant diff erences 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.