A sportszektor menedzselése gyenge fizetőképes keresletű piac mellett = Managing the sport sector with a weak solvent market demand

Abstract

The current supply side of the Hungarian sports market is pretty varied especially in the case of bigger cities. Both the non-profit and for-profit organisations can be found which are able to supply passive and active sport activities. However it is questionable whether the financing is sustainable by the market in a land where a very small rate of the population is interested in sport activities. This paper’s purpose is to research the Hungarian household sector and its different groups from the aspect of sport expenditures. The possible management activities could base on these results to manage the sport sector efficiently. The database of the paper is the Household Budget Survey (HBS) from 2008. Only the households form the HBS were used which have any sport expenditures. These households were grouped with cluster analysis into homogeneous groups based on the measure of their sport expenditures. There have been separated three groups in the analysis. The group with the highest element number has been separated into five further different segmented groups. These segments were characterized by different socio-demographical factors. These factors and properties could be a basis of a management strategy in the sport industry.