The Perception of Dietary Supplements Among Consumers Engaged in Sports on a Regular Basis

Szűcs, Róbert Sándor and Szakály, Zoltán (2020) The Perception of Dietary Supplements Among Consumers Engaged in Sports on a Regular Basis. Corvinus Journal of Sociology and Social Policy, 11 (2). pp. 99-118. DOI https//

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Inaccurate perceptions about body image can be identified not only among physically inactive people, but also among those doing sports on a regular basis. Corporate marketing communication further increases these uncertainties and doubts, thus the former readily become actual consumers of dietary supplements. The results of our primary research (n=737) describe the sports-related activities, attitudes, and segmentation of those regularly engaged in sports, including details about the dietary supplements market. Our results indicate that the group of people engaged in sports on a regular basis is far from homogeneous. As many as 56.4% of them generally have a positive attitude towards dietary supplements, and constitute the potential consumers of this product range. Opinion leaders (coaches), reference groups, and word-of-mouth advertising (fellow sportspeople) were found to play the key role in the choice of dietary supplements.

Item Type:Article
Uncontrolled Keywords:people engaged in sports on a regular basis, attitude, consumer protection, dietary supplements
Subjects:Food science
Commerce and tourism
Culture, sport
ID Code:6516
Deposited By: Veronika Vitéz
Deposited On:27 May 2021 07:54
Last Modified:27 May 2021 07:54

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