APPLICATION OF STATISTICAL MODELS IN THE QUANTITATIVE ANALYSIS OF THE SPORTS MARKET
DOI:
https://doi.org/10.46793/ManagSport17-1.098MKeywords:
statistical models, sports market analysis, regression analysis, consumer behaviorAbstract
Quantitative analysis of the sports market represents one of the most significant analytical approaches in contemporary economic research, as it enables an objective examination of market dynamics based on numerical data. This paper examines the application of statistical models in quantitative research on the sports market, with particular emphasis on regression methods. The aim of the study is to determine, through empirical research, the effects of price, quality, and promotional intensity on consumers’ purchase intentions regarding sports products. The application of multiple linear regression confirmed a high level of statistical significance of the model. The findings indicate that product quality is the strongest predictor of purchase intention, while promotional intensity exerts a greater influence than price. These results provide important insights for the development of effective marketing strategies in the Serbian sports market, highlighting the primacy of product quality and promotional activities in consumer decision-making processes.
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