DIFFERENCES BETWEEN CONSUMERS IN THE INFLUENCE OF MARKETING MIX ON THE CHOICE OF PRACTICE OF SPORTS PRODUCTS

Diplomski rad temeljen je na istraživanju raznolikosti između potrošača o potencijalnom utjecaju elemenata marketing miksa na odabir prakticiranja sportskih proizvoda. Osnovni cilj rada je bio pobliže utvrditi razlike između potrošača u utjecaju marketing miksa na odabir prakticiranja sportskih proizvoda Na uzorku od 357 entiteta, prosječne kronološke dobi 24,5±7,46 godina s rasponom 16 – 52 godine proveden je upitnik. Sport je danas jedan od ključnih sastavnica svakodnevnog života. Svojim djelovanjem obuhvaća zaseban dio na tržištu koji se proteže na različite druge grane od kojih je jedna i marketing. Način na koji se koriste promotivne aktivnosti u sportu prikazane su kroz nekoliko primjera iz prakse. Jednako tako, u radu je obrađeno i istraživanje kojim je cilj istaknuti utjecaj marketinga i njegovu učinkovitost u sportu. Muška i ženska populacija su se složile kako je cijena najvažniji faktor za kupnju sportskih proizvoda, iako je muška populacija aktivnija uspoređujući a ženskom. Ženska populacija izabire druge načine upotpunjavanja slobodnog vremena prema promatranom uzorku ovog istraživanja.The diploma thesis is based on the research of diversity among consumers on the potential influence of elements of the marketing mix on the choice of practicing sports products. The main goal of the work was to determine in detail the differences between consumers in the influence of the marketing mix on the choice of practicing sports products. A questionnaire was conducted on a sample of 357 entities, with an average chronological age of 24.5±7.46 years with a range of 16-52 years. Today, sport is one of the key components of everyday life. Its activity includes a separate part of the market that extends to various other branches, one of which is marketing. The way in which promotional activities are used in sports is shown through several examples from practice. Equally, the paper also deals with research aimed at highlighting the influence of marketing and its effectiveness in sports. The male and female population agreed that price is the most important factor for purchasing sports products, although the male population is more active compared to the female population. The female population chooses other ways to complete their free time according to the observed sample of this research