CONSUMER BEHAVIOR AND FACTORS INFUENCING THE CHOICE OF SPORTS EQUIPMENT IN SERBIA
CONSUMER BEHAVIOR AND FACTORS INFUENCING THE CHOICE OF SPORTS EQUIPMENT IN SERBIA

Summary/Abstract: Sports equipment plays an important role in the daily life of modern society. This paper analyzes the factors that influence the purchase and choice of sports equipment among consumers in Serbia. Through the conducted research, the demographic characteristics of consumers, purchasing preferences, the most important criteria when choosing equipment, as well as the perception of brands and materials were covered. The results show that the key factor when buying is quality, while design and fashion play a secondary role. Also, the need for better education of consumers about the types of materials and their characteristics, as well as adapting the offer to the elderly population, was highlighted. The research was conducted on a sample of 102 respondents, which obtained relevant data on consumer preferences and purchase factors. This study can serve as a basis for making strategies in the field of marketing and product development in the sports equipment industry in Serbia.

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