PROMOTION OF SPORTS AND FITNESS THROUGH HEALTH IN SERBIA

Svetlana Mihic; Dejan Dašić; Marina Bogdanova

doi:10.58984/smbic2301239m

Authors

Svetlana Mihic Department of marketing, Faculty of Business Economic, University Educons Sremska Kamenica Novi Sad, Republic of Serbia Author
Dejan Dašić Faculty of Law, Security and Management „Constantine the Great“ Nis; Faculty of Sports Belgrade University Union „Nikola Tesla“ Author
Marina Bogdanova Department of the History of Foreign and Russian Philosophy, Institute of Philosophy and Socio-Political Sciences, Southern Federal University, Rostov-on-Don, Russia Author

DOI:

https://doi.org/10.58984/smbic2301239m

Keywords:

Marketing, Sport, Consumer, Promotion, Serbia

Abstract

The modern consumer, today, is faced with an increasing amount of leisure time and a rising standard of living. These factors contribute to the emergence of a need for services, especially those that enhance health, increase vitality, and promise a long and quality life. Sport is one such activity. In this work presented to the scientific reading audience, we aim to showcase conducted research that discusses the impact of an increased standard of living on the growing demand for fitness center services. Additionally, we wanted to illustrate the majority of factors influencing users' choices for specific fitness centers. The research also examined all other relevant factors affecting the decision-making process that are not directly related to sports. The study involved 176 participants, and data analysis was performed using IBM SPSS software. Descriptive statistics were used to describe patterns, independent samples t-test, oneway analysis of variance (ANOVA), and the HI-square test were employed to examine differences between groups, and Pearson's correlation analysis was conducted to explore the relationships between variables.

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