The identification of benefit needs of golf players in the U.S. : implications and strategy considerations for sport management professionals
Part of : Χορηγία ; Vol.2, No.1-2, 2006, pages 5-41
Issue:
Pages:
5-41
Abstract:
The golf industry has expanded over the past 50 years throughout the world, particularly in America. The number of golfers in the United States has increased seven-fold since 1950, as the game was transformed from an expensive diversion of the rich to a mass-market pastime. A number of recent studies have shown that demographic variables such as age, gender, occupation, income, and race are –in general- poor predictors of golfers’ consumer behavior and, consequently, less than optimum bases for segmentation strategies. Because of those problems associated with demographic segmentation, benefit segmentation has become a favorite tool of marketers; to satisfy target consumers’ needs, benefit needs and product attributes are the most popular variables for segmenting the target market. The main strength of benefit segmentation lies in the causal relationship to perceived future behavior. The purpose of this study was to identify the benefit needs of golfers who frequent public golf courses. Implications for public golf course owners or managers are then discussed with strategy considerations about golf marketing for a variety of benefit segments.
Subject:
Subject (LC):
Keywords:
golf, consumer behavior, benefit segmentation, marketing
Notes:
Περιέχει εικόνα και βιβλιογραφία
