Appliance of function of marketing research include connecting consumers, clients and the public to the person in charge of marketing through information which is used for identification of marketing opportunities of successful sale and which is directly connected to purchasing power of consumers. The aim of this research is related to assessment of market potential of basic complementary sport product (sport and recreation) on the public market from the aspect of socio- demographic motivational characteristics and the frequency and the way of using sport products as well as geographical distance of sport facilities. Analysis were conducted on
stratification sample subjects (n=450) of which (n=99) are women and (n=351) are men. Analysis shows that basic complementary sport product (sport and recreation) are more frequently used by men, younger people, and single people and less by women, older people and married people. Research results which referred to the motivation of subjects in participating in sport activities show that there are two key motifs for subjects’ participating in sport activities and those are: Image and Profession. It can be concluded that the subjects whose motifs are Image or Profession participate in sport activities and consume these non-materialistic sport products more than others.