Abstract

DOI: https://doi.org/10.58984/smb2602196p

This paper investigates consumer behavior and the primary factors affecting the selection and purchase of sports equipment in the Republic of Serbia, with particular emphasis on the role of sports marketing activities. The study employed a quantitative research design using a structured questionnaire administered to a sample of 112 respondents. The objective was to examine the relative importance of product quality, price, brand image, sponsorship, and promotional activities in shaping consumer purchasing decisions, as well as to assess the influence of demographic characteristics on sports marketing perceptions. The results revealed that 71.4% of respondents identified product quality as the most important factor influencing sports equipment purchasing decisions, while price ranked second (21.4%). Marketing-related activities, including sponsorship, athlete endorsement, influencer marketing, and social media promotion, demonstrated a limited direct influence on consumer purchasing behavior. Television remained the dominant source of sports content, whereas digital platforms and sports influencers exhibited a comparatively weaker impact. Consumer participation in loyalty programs, promotional campaigns, and prize contests was generally low. Significant differences were identified according to gender and region for selected aspects of purchasing behavior, whereas age and monthly income were not significant predictors. These findings provide direct empirical support for the main research hypothesis that product quality represents the dominant purchasing criterion in the Serbian sports equipment market. The study contributes to a better understanding of consumer behavior in sports marketing and highlights the importance of aligning marketing strategies with consumer priorities. The findings suggest that sports organizations and sports equipment manufacturers should prioritize product quality while using sponsorship, digital communication, and promotional activities as complementary tools for strengthening brand visibility and consumer engagement.