Syndicated Consumer Research

Assessing the Pyramid

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The Traditional Pyramid remains a highly valuable method for segmenting and attacking the golf equipment market, though several alternative segmentation methods exist. This study and analysis evaluates some of the most significant alternatives.
Serious golfers are more brand loyal to golf balls than they are to other product categories. Find out which other categories have substantial brand loyalty and which ones products are prone to brand switching.
Monthly publications are still a critical component in the distribution of information about golf equipment and technology though the Internet has significantly altered the landscape. How do these important consumer segments use traditional media and how has the Internet changed their habits?
"Alpha" buyers are ultra-heavy consumers of golf equipment, who are isolated and analyzed within the body of this report. To qualify as an Alpha buyer, respondents had to indicate they normally buy a minimum of at least one driver per year (425 respondents), at least one set of irons per year (147), a minimum of one putter per year (368), at least 12 dozen new golf balls per year (283) or a minimum of two pairs of golf shoes per year (571). Each of the five product categories is evaluated and scrutinized in detail throughout this report.
Leading Edge Innovators are the "Holy Grail" of golf consumers, buying at frequencies that far exceed any and all other attempts at segmentation. This is an elite group of golfers, representing only 5% of the total responding base (179 respondents). Leading Edge Innovators are four times more likely to buy a new driver per year, eight times more likely to buy a new set of irons per year, three times as likely to buy a new putter, two times as likely to buy 12 dozen balls a year and twice as likely to buy two or more pairs of shoes per year.

Find out who these golfers are and how to reach them.

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This report, in part and its entirety, is the copyrighted property of Golf Datatech, LLC. Under no circumstances may information taken from this statistical report be used for any promotional purpose, be released orally or in writing to any media, research company or stock analyst company without the prior approval of Golf Datatech, LLC Direct any questions or comments to: Research@golfdatatech.com.