시장세분화를 위한 골프갤러리의 라이프스타일에 관한 연구

A Study on life Style of Golf Gallery for Market Segmentation

  The analysis result on the life style of gallery for golf games shown in the study indicates that the majority of people watches the golf related TV program; for 2 hours a week with most favorable ones in women"s golf competitions. The number of people watching the golf competitions is 3 times a year with the preference on women"s competition rather than men"s competition. Approximately 34~36% of the golf galleries has health club or golf course membership, with 45% subscribed to a golf magazine and most of them possessed the gold credit cards. They made investment mainly through real estate and had interests in well being, particularly in well being food. In addition, 83% of the golf gallery had experienced in overseas travel in the past two years, and 55% of the gallery had taken overseas golf tour. Furthermore, the vehicles golf fans had were in the order of Grandeur, Equus, and BMW, and the main use of the vehicles were for work, and in the recognition of brand for imported cars was shown in the sequence of BMW, Benz, Lexus and others. However, such a life style and attitude of sports consumers is not a finn one in any means. The life style of the sports consumers change along with the flow of time that the continuous research on the life style of golf consumers, such as this study, has to be made, and when the accumulation of such data would be a precondition for establishing the effective marketing strategy.