UTJECAJ SEGMENTACIJE NAVIJAČA NA NAMJERU PONOVNE KUPNJE
IMPACT OF FAN SEGMENTATION ON REPURCHASE INTENTION

Summary/Abstract: The last two decades have shown a major and complex transformation of sport into a business that places sport industry among the most significant industries in the developed world. The increasing application of recent business principles in the sport industry is an inevitable consequence of today’s understanding of sport. The sport industry is the global market for various sport related products. In order for manufacturers and providers of sport products and services to create certain advantages over other competitors, they are forced to explore the existing market and make its segmentation. Segmentation is the process of dividing a market of consumers into individual groups based on their characteristics, preferences and desires. Only satisfied customers develop loyalty to the manufacturer or service provider and, as such, repeat their purchase frequently. The data used in the paper was collected via an on-line survey among HNK Hajduk fans. The paper analysed fan segments and investigated the impact of segmentation on repurchase intention. Segment differences were tested with respect to the revisit intention on football match, the intention to repurchase the official club’s products and services, and the intention to repurchase the club’s sponsor’s products and services. The results of the survey indicated that fans could be grouped into five different segments and that there was a statistically significant difference between segments in terms of repurchase intention.

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