Studiu privind preferințele consumatorilor de informație sportivă din Republica Moldova

Abstract

The goals of this paper consist mainly in finding consumer preferences about sports information from Republic of Moldova and establishing the way to connect the phenomenon of sports journalism in Moldova and specific marketing techniques used in the market economy with the help of previously obtained information. The working hypotheses described in the article demonstrate that the most eloquent target group for this research represent Moldovan men aged between 18 and 49 years, who have the most advanced knowledge about the sport, so they can easier express their preferences in sports journalism’s product. The methods used in this paper are as follows: gathering information using the surveys, the univariate analysis of responses, interpretation and utilization of obtained data, the documentary qualitative analysis, the documentary quantitative analysis and so on. The research results demonstrate the formative value of motivation in the context of consumption being more and more oriented towards sport information; this formative value was highlighted both by theoretical sport research papers and by research data obtained through previously completed experimental studies in the field of aspirations, interests and values. The conclusions show that enhancing the marketing of sports journalism represents a wide range of research that could bring immediate benefits to the sport journalism and streamline its interrelated segments, like sports phenomenon and sporting institutions. This triumvirate is inextricably connected, and the smooth running of one chain means the qualitative increase in others. As another conclusion we can sketch an idea that the instruments that provide sports information to the consumers in Republic of Moldova, should be optimized and modernized to be competitive with similar foreign products, especially those from Russia, Romania or Ukraine.