Analiza odrednica sportske potrošnje segmenta generacije Z

master's thesis

• Title (english): Analysis of sports consumption determinants of generation Z segment
• Author: Davor Cota
• Mentor: Anita Čeh Časni (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sve veću važnost u današnjem svijetu dobivaju pripadnici generacije Z s obzirom na njihovu brojnost u odnosu na prethodne generacije. To je generacija koja izlazi na tržište rada te postaje, ili već je, istinski potrošač s vlastitim prihodima. Kao rezultat toga, marketinški stručnjaci počeli su isticati važnost potrošača pripadnika generacije Z, te zagovarati da razna poduzeća krenu udovoljavati željama i potrebama upravo ove generacije kako bi preživjela na tržištu. S druge pak strane, prije pandemije počela je zabrinutost sportskih stručnjaka zbog sve manje posjećenosti mladih na sportskim događanjima. Veliku zaslugu u tome ima njihova digitalna domorodnost i mogućnost pristupa raznim sadržajima u bilo kojem trenutku sa samo nekoliko klikova. Bez odgovaranja na zahtjeve i težnje generacije Z, organizacije, uključujući i sportske, teško će moći osigurati budući uspjeh, pa zato moraju pokušati shvatiti čime su vođeni pripadnici generacije Z, odnosno dobiti određene okvire ponašanja kako bi očuvale gledališni sport kao takav.

Abstract (english)

Members of Generation Z are gaining more and more importance in today's world due to their number compared to previous generations. It is the generation that enters the labor market and becomes, or already is, a true consumer with its own income. As a result, marketing experts began to emphasize the importance of Generation Z consumers and to advocate that various companies start meeting the wishes and needs of this generation in order to survive in the market. On the other hand, before the pandemic, sports experts began to worry about the declining attendance of young people at sporting events. Great credit for this goes to their digital nativeness and the ability to access a variety of content at any time with just a few clicks. Without responding to the demands and aspirations of Generation Z, organizations, including sports, will find it difficult to ensure future success, so they must try to understand what Generation Z members are guided by, or gain certain behavioral frameworks to preserve sports events.

• Keywords: generacija Z; sportska potrošnja; faktorska analiza; analiza glavnih komponenti; sport
• Keywords (english): generation Z; sports consumption; factor analysis; principal components analysis; sport
• Language: croatian
• URN:NBN: urn:nbn:hr:148:646983
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-28 19:11:39