The golf market can be divided into segments, each with its own needs and wants. The key to successful marketing is understanding these different segments and targeting them with the right products.
One of the most popular methods for performing market segmentation uses demographic factors like age, gender and income.
Other methods use psychographic factors like lifestyle, motivations, values, likes and dislikes as well as behavioral factors like purchasing habits, how someone intends to use a product or service, how often they will use it, the benefits they seek, or brand preference that they have.
In this article, we will perform golf market segmentation following these 7 variables: type of golf product, price range, size, the occasion of purchase, brand, frequency of use, and the age of the golfer.
But first, let’s start by understanding why golf market segmentation is important.
The Importance of Segmentation of the Market for Golf
The segmentation of the golf market is essential because it allows manufacturers of golf products and retailers who carry them to target specific groups of consumers with laser precision.
By understanding the needs and wants of different segments, businesses can create products that are more likely to appeal to them and retailers can stock products that their customers are most likely to buy.
The market for golf ranges from those looking for a cheap set of clubs to play with their buddies on weekends to a top-of-the-line golf bag that they can use at the country club.
By segmenting the market, businesses can create products and services that are more likely to be successful because they are better matched to the needs of their target market.
Variables for Golf Market Segmentation
Golf market segmentation can be performed along the following 7 axes:
- Type of golf product
- Price range
- Size
- Occasion of Purchase
- Brand
- Frequency of use and
- Age of the golfer
Different people have different needs, wants and motivations for purchasing a product or service.
And so most golf product manufacturers do not cater to all golf buyers. Instead, they focus on those segments of the market that are most likely to buy their products.
With market segmentation, they can target specific groups of consumers with products or services that satisfy their needs.
It is therefore essential that golf businesses decide which segments they want to target and then design their products, marketing, and sales strategy accordingly.
Let’s now look in detail at each of the 7 variables used in golf market segmentation.
#1. Segmentation Based on Type of Golf Product
The most common way to segment the market for golf products is based on the type of golf product because customers will make their basic purchase decision based on the type of product they are in the market for.
For example, if someone is in the market for a golf club, they’re not going to buy a golf bag instead. Rather, they will first decide which type of golf club they want. Do they want a driver, woods, irons, or a putter?
Once they have decided on the type of golf club, they will then narrow down their choices based on other factors like price, brand, and quality.
The most commonly purchased types of golf products are:
- Golf Clubs
- Golf Apparel
- Golf Shoes
- Golf Balls
- Golf Bags
- Electronics (Swing Analyzers, GPS monitors, etc)
- Golf carts
- Golf accessories (gloves, sunglasses, etc.)
#2. Segmentation Based on Price Range
Price is, of course, always a factor that influences consumer behavior.
When it comes to golf products, there are products available at all price points, from cheap golf balls to expensive putters.
Many people feel that premium golf products are worth the investment because they last a long time and help improve the golfer’s game.
However, not all customers will be willing to spend a lot of money on expensive golf equipment. Beginners, for example, may not want to invest in a top-of-the-line golf set until they are sure that they will stick with the sport.
Businesses need to decide which price point they want to target with their products.
They also need to make sure that their products are priced in line with what different segments of their target market are willing to pay.
Golf product manufacturers and retailers often use price segmentation techniques to maximize their revenue and profit by extracting the most revenue out of each customer based on their willingness to pay.
#3. Segmentation Based on Size
Size has an impact on golf product segmentation in two ways.
The first is the size of the golf club. For example, a golf club for children will be smaller than a golf club for adults.
The second way that size impacts golf product segmentation is based on the physical stature of the golfer. For example, a tall person may need a different golf club than a short person.
There are also golf products that are designed specifically for women, who tend to be shorter and have different body proportions than men.
Size also affects golf accessories like apparel and shoes.
So size is definitely a factor that businesses need to consider during golf market segmentation.
#4. Segmentation Based on Occasion of Purchase
Golf products make excellent gifts and so the occasion when a product is being purchased often affects golf market segmentation.
For example, golf clubs may be given as a graduation gift, while golf balls may be given as a birthday present.
People also tend to buy golf products as gifts for other occasions like Father’s Day or Christmas.
Businesses need to decide which occasions they want to target with their marketing efforts.
#5. Segmentation Based on Brand
The golf industry has some of the most powerful brands and customer loyalty runs deep.
So it’s no surprise that golf market segmentation is often based on brand.
Customers who are loyal to a particular golf brand are usually willing to pay a premium price for that brand.
There are many golf brands to choose from and businesses need to decide which ones they want to target with their products.
Some of the most popular golf brands include Titleist, Callaway, Nike, TaylorMade, Ping, Cobra, and Mizuno.
#6. Segmentation Based on Frequency of Use
People who intend to use a golf product regularly are willing to spend more on that product than people who only use it occasionally.
For example, a golf club that is only used once a week will not need to be as high-quality as one that is used every day.
Golders who play regularly are also more likely to purchase golf accessories and apparel.
So businesses need to consider how often their target market is likely to use their products when segmenting the golf market.
Frequency of use is an important factor in golf market segmentation because it affects how much customers are willing to spend on a product.
Golf businesses need to decide which segments of the market they want to target with their products based on how often those segments are likely to use the product.
#7. Segmentation Based on Golfer’s age
The golfer’s age matters because it reflects their level of experience, spending power and golfing habits.
For example, younger golfers are usually less experienced than older golfers and they have less money to spend on golf products.
They are also more likely to change their golfing equipment more often as they improve their skills.
Older golfers, on the other hand, usually have more money to spend on golf products and they tend to be more loyal to certain brands.
Conclusion
As you can see, the target market for golf can be segmented using many variables and can be analyzed from different angles.
In this article, we performed golf market segmentation following these 7 factors: type of golf product, price range, size, the occasion of use, brand, frequency of use, and the age of the golfer.
Manufacturers and retailers of golf products often use market segmentation to better understand their customers and figure out how to appeal to them.
With golf market segmentation, they can better understand which of their products are likely to sell well and can target their audiences more effectively.
