The identification of benefit needs of golf players in the U.S.: Implicationsand strategy considerations for sport management professionals
Title:
The identification of benefit needs of golf players in the U.S.: Implicationsand strategy considerations for sport management professionals
Author:
CHUNG-MI LEE ATHANASSIOS STRIGAS
Appeared in:
Choregia
Paging:
Volume 2 (2006) nr. 1-2 pages 5-42
Year:
2006
Contents:
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 behaviour and, consequently, less than optimum bases for segmentation strategies. Because of those problems associated with demographic segmentation, benefit segmentation has become a favourite 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 behaviour. 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.
Publisher:
Greek Center for Sport Science Research (provided by DOAJ)
Journal description