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.
Description
DEGREE OF BACHELOR OF SCIENCE (HONOURS)
SPORT MANAGEMENT
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