摘要：This paper addresses quality of life from a marketing perspective; therefore the concept is defined as the manner in which socioeconomic conditions respond to the expectations and needs of the individual, thus leading to a certain degree of satisfaction. From all the quality of life dimensions and indicators, the present article focuses on the correlation between quality of life and sports, presenting the results of a primary research that analyzed the Romanian consumer’s perception on quality of life – sport relationship. The main and perhaps the most important conclusion of this research is that sport is mentioned as the main way to improve quality of life, showing that in the human consciousness there is a direct link between sport and a better life, but this connection must be activated at the behavioral level. This can be done by a marketing strategy that takes into account the quality of life dimensions that were identified both by theoreticians, and by population as being related to sport - health, education, social integration, personal development and recreation/relaxation (leisure).
关键词：quality of life; sports; marketing research; consumer perception.
