Attitudes of various demographic groups toward advertising through sport at METU.

Abstract

Abstract . The aim of this study was to investigate the consequences and impacts of advertising through sport on the attitudes of university stakeholders at the Middle East Technical University in Ankara. The data was collected from ran¬domly selected 173 university stakeholders. According to Pyun (2006), the questionnaire was composed of 45 items regarding attitudes and beliefs and six demographic items which included gender, education level, how much time participants spend watching sports games in a typical day, how often participants participate in sports activities in a month and how often participants purchase sporting goods in a month. Next to the descriptive statistics, the multivariate analysis of variance (MANOVA) and the Hotelling T2 Test were applied to determine the significant difference in attitudes toward advertising through sport among the demographics groups. By analyzing the attitudes toward advertising through sport among various demographics groups, it can be concluded that participants are divided in their attitudes regarding the question of how often th ey purchase sporting goods in a month.