Sažetak
Ovaj rad istražuje ponašanje potrošača i osnovne faktore koji utiču na izbor i kupovinu sportske opreme u Republici Srbiji, sa posebnim osvrtom na ulogu sportskih marketinških aktivnosti. Istraživanje je sprovedeno primenom kvantitativnog istraživačkog dizajna, korišćenjem strukturiranog upitnika na uzorku od 112 ispitanika. Cilj istraživanja bio je da se ispita relativni značaj kvaliteta proizvoda, cene, imidža brenda, sponzorstva i promotivnih aktivnosti u oblikovanju odluka potrošača o kupovini, kao i da se proceni uticaj demografskih karakteristika na percepciju sportskog marketinga. Rezultati su pokazali da je 71,4% ispitanika navelo kvalitet proizvoda kao najvažniji faktor koji utiče na odluku o kupovini sportske opreme, dok je cena zauzela drugo mesto (21,4%). Marketinške aktivnosti, uključujući sponzorstva, promociju sportista, marketing putem influensera i promociju na društvenim mrežama, pokazale su ograničen direktan uticaj na ponašanje potrošača prilikom kupovine. Televizija je ostala dominantan izvor sportskog sadržaja, dok su digitalne platforme i sportski influenseri pokazali relativno slabiji uticaj. Učešće potrošača u programima lojalnosti, promotivnim kampanjama i nagradnim konkursima bilo je uglavnom nisko. Utvrđene su značajne razlike u određenim aspektima ponašanja pri kupovini u odnosu na pol i region, dok starost i mesečni prihodi nisu predstavljali značajne prediktore. Dobijeni nalazi pružaju direktnu empirijsku podršku osnovnoj istraživačkoj hipotezi prema kojoj kvalitet proizvoda predstavlja dominantni kriterijum kupovine na tržištu sportske opreme u Srbiji. Istraživanje doprinosi boljem razumevanju ponašanja potrošača u oblasti sportskog marketinga i naglašava značaj usklađivanja marketinških strategija sa prioritetima potrošača. Rezultati ukazuju da sportske organizacije i proizvođači sportske opreme treba da daju prioritet kvalitetu proizvoda, dok sponzorstva, digitalnu komunikaciju i promotivne aktivnosti treba koristiti kao komplementarne alate za jačanje vidljivosti brenda i angažovanja potrošača.
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