Looking down the fairway! The quandary of club selection in a Multichannel Environment: Towards a typology of Golfers' buyer behaviour

4.2 million Golfers spend €1.4bn on golf equipment (GB & I.) but how do they make purchase decisions when the ‘in-store-online-phone’ model of multichannel retailers challenges the traditional relationship with PGA golf... [ view full abstract ]

4.2 million Golfers spend €1.4bn on golf equipment (GB & I.) but how do they make purchase decisions when the ‘in-store-online-phone’ model of multichannel retailers challenges the traditional relationship with PGA golf professionals? Using empirical quantitative research, golfers at selected North East England golf clubs are surveyed in a unique, single sector study of high involvement products.
The research asks “What influences a golfer’s channel choice across buying cycles?” and aims to design a typology of golf consumers’ multichannel behaviours using cluster analysis based on covariates, situational variables, utilitarian and hedonic motivational factors and ‘Need-for-Touch’ in product evaluation. Further understanding of the customer journey and the utility placed on specific channels will emerge.
Data collection is ongoing with 178 paper-based questionnaires completed to date using judgement analysis for sampling at golf clubs in rural and urban locations testing the ‘distance-to-store’ influence. Multichannel research is rare in the UK, especially sports research so this research provides original academic value. Practitioner interest has come from the Professional Golfers’ Association but the research has relevance for all golf retailers.