Sport activity of polish runners and the resulting marketing potential

Zygmunt Waśkowski, Anna Jasiulewicz

Abstract


The purpose of this article is to analyze the sport activity of runners and to estimate on this basis their marketing potential in cross-industry. The prepared publication is therefore empirical-cognitive, resulting in the identification of the behavior and the determinants of purchase decisions made by the sports-active persons. The empirical part of the paper was prepared on the basis of one survey conducted twice by one of the authors, on the sample of several thousand runners. The outcomes were confronted with the available results of other studies conducted in recent years on the Polish sports market. The results of the research concerning issues such as attitude towards running, the importance of this activity in life, the role and importance of information sources, the frequency and place of purchases show the high heterogeneity of behavior of Polish runners. Based on the empirical evidence it may be observed that  marketing potential of this market segment from the vendor point of view is very promising.


Keywords


quality, sport marketing, running market, runners, run events

Full Text:

PDF

References


Doligalski T., (2013), Internet w zarządzaniu wartością klienta, Wyd. Szkoły Głównej Handlowej w Warszawie, Warszawa, s. 61.

Fatuła D., (2010), Determinanty wartości klienta. Wybrane aspekty, w: Zarządzanie wartością klienta. Pomiar i strategie, red. nauk. B. Dobiegała-Korona, T. Doligalski, Wydawnictwo POLTEXT, Warszawa, s. 87-100.

Forbes, (2015), czerwiec, s. 41.

Funk D.C., (2008), Customer Behaviour in Sport and Events, Butterworth-Heinemann, Burlington, s. 16-21.

La Salle D., Britton T., (2004), Priceless, Harvard Business School Press, Boston, s. 13.

Marcinkowska M., (2011), Tworzenie wartości przedsiębiorstwa dla interesariuszy, Zeszyty Naukowe Uniwersytetu Szczecińskiego, nr 639, „Finanse, Rynki Finansowe, Ubezpieczenia”, nr 37.

Marketing imprez biegowych, (2014), pod red. Z. Waśkowskiego, Bogucki Wydawnictwo Naukowe, Poznań, s. 10.

Morgan M.J., Summers J., (2004), Sport Consumption: Exploring the Duality of Constructs in Experiential Research, w: Sharing Best Practice in Sport Marketing, ed. B.G. Pitts, Fitness Information Technology, Inc., Morgantown, s. 167 – 177.

Running USA, (2015), Annual Report.

Schwarz E.C., Hunter J.D., (2008), Sport Marketing, Butterworth-Heinemann. Burlington, s. 106-107;

Wrzosek W., (2002), Funkcjonowanie rynku, PWE, Warszawa, s.13.

www.polskabiega.pl, 2014.

www.maratonypolskie.pl

Waśkowski Z., „Profil polskiego biegacza”, Raport z badań, Uniwersytet Ekonomiczny w Poznaniu, Poznań 2014r. i 2016r. www.konferencjabiegowa.pl

Zawadzki P., (2015), Masowe imprezy biegowe jako element promocji regionów turystycznych, Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, Gospodarka turystyczna w regionie. Przedsiębiorstwo, Samorząd, Współpraca, nr 379, s. 311-319.




DOI: http://dx.doi.org/10.5281/zenodo.1038442

Refbacks

  • There are currently no refbacks.




Copyright (c) 2017 © The Author (s)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Journal of Education, Health and Sport formerly Journal of Health Sciences

Declaration on the original version.

Editors indicates that the main version of the magazine is to issue a "electronic".

The journal has had 5 points in Ministry of Science and Higher Education parametric evaluation. § 8. 2) and § 12. 1. 2) 22.02.2019.

1223 Journal of Education, Health and Sport eISSN 2391-8306 7

ISSN 2391-8306 formerly ISSN: 1429-9623 / 2300-665X

Archives 2011 - 2014

PBN 2011 - 2014

https://pbn.nauka.gov.pl/sedno-webapp/search?search&searchCategory=WORK&filter.inJournal=36616

POL-index 2011 - 2014

https://pbn.nauka.gov.pl/polindex-webapp/browse/journal/journal-32a319c5-a850-4f44-ba70-1418a6087655

BASE 2011 - 2014

https://www.base-search.net/Search/Results?lookfor=Journal+of+Health+Sciences+%28Radom%29&type=all&oaboost=1&ling=1&name=&thes=&refid=dcrespl&newsearch=1

http://elibrary.ru/contents.asp?titleid=37467

http://journal.rsw.edu.pl/index.php/JHS/issue/archive

Indexed in Bases, Bazy indeksacyjne: ERIH Plus, Worldcat, PBN/POL-Index, ICI Journals Master List, Directory of Open Access Journals (DOAJ), ZBD, Ulrich's periodicals, Google Scholar, Polska Bibliografia Lekarska

US NLM = 101679844

101679844 - NLM Catalog Result - NCBI

https://www.ncbi.nlm.nih.gov/nlmcatalog/101679844

Find a library that holds this journal: http://worldcat.org/issn/23918306

Journal Language(s): English 

PBN Poland

https://pbn.nauka.gov.pl/sedno-webapp/journals/49068

POL-index

https://pbn.nauka.gov.pl/polindex-webapp/browse/journal/journal-c39c8169-88d2-45db-9e7f-d948ce9981c4

BASE

https://www.base-search.net/Search/Results?join=AND&bool0[]=AND&lookfor0[]=2391-8306&type0[]=all&page=11&l=pl&oaboost=1&refid=dcpagepl

Redaction, Publisher and Editorial Office

Instytut Kultury Fizycznej Uniwersytet Kazimierza Wielkiego w Bydgoszczy, Institute of Physical Education Kazimierz Wielki University in Bydgoszcz, Poland 85-091 Bydgoszcz ul. Sportowa 2  www.ukw.edu.pl Copyright by Instytut Kultury Fizycznej UKW w Bydgoszczy http://ojs.ukw.edu.pl/index.php/johs  Open Access ISSN 2391-8306 formerly ISSN: 1429-9623 / 2300-665X

The journal has been approved for inclusion in ERIH PLUS.

The ERIH PLUS listing of the journal is available at https://dbh.nsd.uib.no/publiseringskanaler/erihplus/periodical/info?id=485984

SIC Science citation index (calculated on the basis of TCI and Page Rank) 0

Russian Impact factor 0.16

Indexed in Index Copernicus Journals Master List.

http://journals.indexcopernicus.com/Journal+of+Education+Health+and+Sport,p24782242,3.html

ICV 2018 = 95.95 ICV 2017 = 91.30 ICV 2016 = 84.69 ICV 2015 = 93.34 ICV 2014 = 89.51 Standardized Value: 8.27 ICV 2013: 7.32 ICV 2012: 6.41 ICV 20115.48

The InfoBase Index IBI Factor for the year 2015 is 3.56 in InfoBase Index.com.

Website: www.infobaseindex.com

Universal Impact Factor 1.78 for year 2012. (http://www.uifactor.org/AppliedJournals.aspx)

Indexed in Polish Scholarly Bibliography (PBN) (PBN Polska Bibliografia Naukowa) (https://pbn.nauka.gov.pl/journals/36616)

is a portal of the Polish Ministry of Science and Higher Education, collecting information on publications of Polish scientists and on Polish and foreign scholarly journals. Polish Scholarly Bibliograhpy is a part of POL-on - System of Information on Higher Education. It is operated by the Interdisciplinary Centre for Mathematical and Computational Modelling, University of Warsaw.

Indexed in Russian Sciences Index Российский индекс научного цитирования (РИНЦ) http://elibrary.ru/contents.asp?titleid=37467

Indexed in Arianta Polish scientific and professional electronic journals Aneta Drabek i Arkadiusz Pulikowski

(http://www1.bg.us.edu.pl/bazy/czasopisma/czasop_full.asp?id=3595)