This study examined the information sources that golfers used to purchase golf clubs. Three personal references (family, friends and salespeople) and five non-personal references (television, newspaper, magazine, product catalogue and the internet) were examined from a total of 626 randomly selected golfers in the US. Approximately 85% of the golfers stated that their primary information sources for purchasing golf clubs were personal references. The results suggest that a marketing strategy should place more emphasis on personal sources than non-personal sources.
Yoh, T., Pedersen, P. and Park, M. (2006), "Sources of information for purchasing golf clubs: personal and non-personal references", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 2, pp. 31-41. https://doi.org/10.1108/IJSMS-07-02-2006-B006Download as .RIS
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