A critical analysis of consumer attitudes and perceptions towards advertising methods employed by sporting goods manufactures: a focus on Cardiff Metropolitan undergraduate students aged 18-23.

Abstract

The purpose of this research was to investigate student consumer attitudes and perceptions towards sports product advertisements. The study aimed to investigate the general attitudes and perceptions towards sports product advertisements in general whilst also investigating the attitudes and perceptions towards the different types of advertising methods employed by sports marketers. This research was conducted because it is widely accepted in past literature that it is impossible to reliably measure the effectiveness of marketing tools. Therefore the next best thing is to examine attitudes and perception as research suggests attitudes can affect behavior and intention. The data was collected through a mixed methods approach. The quantitative data was collected through the use of questionnaires which were distributed to 100 students (50 male and 50 female) aged between 18-23 who were currently studying undergraduate courses at Cardiff Metropolitan University. The qualitative data was collected to try and explore potential reasoning behind the quantitative results. These qualitative results were collected through a focus group interview which contained 4 students (2 male and 2 female). The results of the study concluded that the consumers enjoyed looking at sports product advertisements. However student consumers indicated many advertisements did not contain sufficient information with students revealing that a key piece of information they need to view is the price. Students also felt that sport advertisements regularly contain misleading information. The study found the students enjoyed viewing TV commercial more than any other method of advertising due to video advertising being more interesting than stationary advertising and also the inclusion of celebrity endorsers. Radio, email and text message were voted as the most annoying types of advertisements where students stated they need visual stimulation and revealed they view email and text message as intrusive.