COMPARISON ATTITUDES TOWARDS DIFFERENT SPORTS BRANDS

Veliĉina današnjeg trţišta dovela je do potrebe za istraţivanjem njegove heterogenosti. Stoga je glavni cilj ovog diplomskog rada bio usporedba stavova prema razliĉitim sportskim robnim markama. Istraţivanje se provelo na uzorku od 516 studenata (338 studenata i 178 studentica) Kineziološkog fakulteta. Ovo istraţivanje temelji se na spoznajnoj, osjećajnoj i bihevioralnoj komponenti stava odabranih marki. Analiza dobivenih rezultata ukazuje na preferencije potrošaĉa prilikom odabira i kupnje proizvoda sportskih robnih marki.The size of today's market leaded to the need to explore its heterogeneity. Therefore, the main object of this work was to compare attitudes towards different sports brands. The study was conducted on a sample of 516 students (338 male and 178 female) of the Faculty of Kinesiology. This research is based on the cognitive, emotional and behavioral component of the attitude of the chosen brands. Analysis of the obtained results indicates consumer preferences when they choose and purchasing sports goods