master's thesis
Utjecaj segmentacije gledatelja na namjeru ponovne kupnje

Doris Delić (2016)
University of Split
Faculty of economics Split
Metadata
TitleUtjecaj segmentacije gledatelja na namjeru ponovne kupnje : diplomski rad
AuthorDoris Delić
Mentor(s)Mario Pepur (thesis advisor)
Abstract
Rastuća primjena ekonomskih načela u sportu neminovna su posljedica suvremenog tretmana sporta i postupnog izrastanja nove gospodarske grane. Sportska industrija podrazumijeva različite proizvode i usluge koji su povezani sa sportom i nalaze se u ponudi kupcima. Kako bi proizvođači i pružatelji sportskih proizvoda i usluga stvorili određene prednosti pred ostalim konkurentima oni istražuju postojeće tržište i rade segmentaciju potrošača. Pod segmentacijom se podrazumijeva podjela potrošača u pojedine skupine na temelju njihovih karakteristika, preferencija i želja. Samo zadovoljni kupci razvijaju lojalnost prema proizvođaču ili pružatelju usluga te kao takvi učestalo ponavljaju svoju kupnju. Ovo istraživanje ispitivalo je vezu segmentacije gledatelja HNK Hajduka i potreba pojedinih segmenata te motiva koji utječu na ponovnu kupnju proizvoda i odlazak na utakmicu. Istraživanje je provedeno na gledateljima HNK Hajduka koji su bili anketirani putem interneta. Rezultati dobiveni istraživanjem ukazali su kako postoji statistički značajna razlika među segmentima gledatelja u namjeri ponovne kupnje proizvoda i usluga HNK Hajduka, kao i proizvoda i usluga sponzora HNK Hajduka.
KeywordsMarket segmentation fan motives repurchase intention
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Studies
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-09
Parallel abstract (English)
Increasing application of economy principles in sports are undeniably a consequence of modern treatment of sports in general and gradual development of this industry segment. Sport industry covers different goods and services that are tied to sport and are offered to the consumer. In order for the manufacturers and service providers of sports goods to make their products more competitive in the market they conduct market research and segmentation of the end consumer. Segmentation of the market divides the consumers based on their characteristics, preferences and desires. Only the satisfied consumers develop loyalty towards a manufacturer or goods provider and become repeat buyers. The goal of this research was to segment the fans of soccer team HNK Hajduk and see the correlation between individual segments desires and the motives that influence their spending habits as well as game attendance. The research was conducted via on-line survey sent out to the fans of HNK Hajduk. Survey results showed a statistically significant difference between the fan segments when it comes to intent to repurchase goods and services from either the soccer team HNK Hajduk directly or their sponsors.
Parallel keywords (Croatian)segmentacija tržišta motivi gledatelja namjera ponovne kupnje
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:659544
CommitterIvana Gizdić