出版社：Greek Center for Sport Science Research Greek Center for Sport Science Research
摘要：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.
