Understanding the Choice Criteria in Golf Clubslibproject.hkbu.edu.hk/trsimage/hp/02007304.pdfGolf...
Transcript of Understanding the Choice Criteria in Golf Clubslibproject.hkbu.edu.hk/trsimage/hp/02007304.pdfGolf...
Understanding the Choice Criteria of Golf Clubs
BY
Leung Chi Hang 02007304
Marketing
An Honours Degree Project Submitted to the School of Business in Partial Fulfilment
of the Graduation Requirement for the Degree of Bachelor of Business Administration (Honours)
Hong Kong Baptist University Hong Kong
April 2005
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Acknowledgement
I would like to express my greatest gratitude to my supervisor of this project Ms Betsy Lee
Her helpful guidance and insightful advices give me so much inspiration I also want to say
special thanks to all staffs in Tai Po Shuen Wan Driving Range Their kindly assistance and
patience made important contribution to this project
Last but not least I would like to say thank you to my family and friends especially for Miss
Daphne Lau It was impossible to complete this project without all of their encouragement
and unlimited support
i
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Executive Summary
This study attempts to find out the relative importance of choice criteria of golf club in the
evaluation process Through the quantitative research the mean score of 28 criteria were
generated and ranked in the order of their relative importance This paper also compared the
results between different groups of golf participants These group derived from six
dimensions include types of golfer golf age frequency of using golf facilities number of
purchasing golf club experience the degree of sport motivation for participation in golf and
the degree of social motivation for participation in golf
The results shown that the choice criteria related to functions and performance are the most
important for general golfers The importance of manufacturing and technology of the club
came second While the criteria related to style of the club have the lowest mean importance
rating among all choice criteria group Other criteria group ranked in middle includes ldquobrand
of the clubrdquo ldquoinformation about the clubrdquo and ldquoselling and value of the clubrdquo
ii
Content
Acknowledgementhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipi
Executive Summaryhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipii
1 Introductionhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
11 Literature Reviewhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
111 Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
112 Salience of Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
113 Definitions of about golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
12 Statement of Problemshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip3
2 Research Objectiveshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip5
3 ProceduresMethodologyhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
31 Research Design and Procedureshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
32 Data Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip7
4 Findings and Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
41 Demographic Characteristicshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
42 Chronbach Alpha Reliability testhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
43 Compare means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphellip11
44 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
441 Independent t test on the importance of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
442 One Way ANOVA between the salience of
evaluative criteria and golf agehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
443 One Way ANOVA between the salience of
evaluative criteria and golf facilities usage ratehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
444 One Way ANOVA between the salience of
evaluative criteria and golf club purchasing experiencehelliphelliphelliphelliphelliphelliphelliphelliphelliphellip16
45 Pearson Correlation Analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
451 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a sport activityrdquohelliphelliphelliphelliphelliphelliphellip17
452 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a social activityrdquohelliphelliphelliphelliphelliphellip18
5 Discussion and Recommendationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
51 The Evaluative Criteria of Golf Clubhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
52 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip24
53 Correlation analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip27
6 Limitationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip29
7 Conclusionshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip30
8 Referenceshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip31
Appendixes
List of Tables
Table 1 The Demographic Characteristics of the Samplehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip9
Table 2 The motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
Table 3 Reliability analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Table 4a The means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphelliphelliphelliphelliphellip12
Table 4b The means and ranking of the salience of
evaluative criteria groupshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
Table 5a Result of independent t test for salience of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 5b Result of independent t test for salience of
evaluative criteria group and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 6a One Way ANOVA between the salience of
evaluative criteria and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 6b One Way ANOVA between the salience of
evaluative criteria group and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 7a One-Way ANOVA between the salience of
evaluative criteria and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphellip16
Table 7b One-Way ANOVA between the salience of
evaluative criteria group and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphellip16
Table 8a One-Way ANOVA between the salience of
evaluative criteria and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphellip17
Table 8b One-Way ANOVA between the salience of evaluative criteria
group and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Table 9a Correlation between the salience of evaluative criteria and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 9b Correlation between the salience evaluative criteria group and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 10a Correlation between the salience evaluative criteria and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19
Table 10b Correlation between the salience evaluative criteria group and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip20
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Acknowledgement
I would like to express my greatest gratitude to my supervisor of this project Ms Betsy Lee
Her helpful guidance and insightful advices give me so much inspiration I also want to say
special thanks to all staffs in Tai Po Shuen Wan Driving Range Their kindly assistance and
patience made important contribution to this project
Last but not least I would like to say thank you to my family and friends especially for Miss
Daphne Lau It was impossible to complete this project without all of their encouragement
and unlimited support
i
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Executive Summary
This study attempts to find out the relative importance of choice criteria of golf club in the
evaluation process Through the quantitative research the mean score of 28 criteria were
generated and ranked in the order of their relative importance This paper also compared the
results between different groups of golf participants These group derived from six
dimensions include types of golfer golf age frequency of using golf facilities number of
purchasing golf club experience the degree of sport motivation for participation in golf and
the degree of social motivation for participation in golf
The results shown that the choice criteria related to functions and performance are the most
important for general golfers The importance of manufacturing and technology of the club
came second While the criteria related to style of the club have the lowest mean importance
rating among all choice criteria group Other criteria group ranked in middle includes ldquobrand
of the clubrdquo ldquoinformation about the clubrdquo and ldquoselling and value of the clubrdquo
ii
Content
Acknowledgementhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipi
Executive Summaryhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipii
1 Introductionhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
11 Literature Reviewhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
111 Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
112 Salience of Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
113 Definitions of about golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
12 Statement of Problemshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip3
2 Research Objectiveshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip5
3 ProceduresMethodologyhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
31 Research Design and Procedureshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
32 Data Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip7
4 Findings and Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
41 Demographic Characteristicshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
42 Chronbach Alpha Reliability testhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
43 Compare means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphellip11
44 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
441 Independent t test on the importance of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
442 One Way ANOVA between the salience of
evaluative criteria and golf agehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
443 One Way ANOVA between the salience of
evaluative criteria and golf facilities usage ratehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
444 One Way ANOVA between the salience of
evaluative criteria and golf club purchasing experiencehelliphelliphelliphelliphelliphelliphelliphelliphelliphellip16
45 Pearson Correlation Analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
451 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a sport activityrdquohelliphelliphelliphelliphelliphelliphellip17
452 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a social activityrdquohelliphelliphelliphelliphelliphellip18
5 Discussion and Recommendationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
51 The Evaluative Criteria of Golf Clubhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
52 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip24
53 Correlation analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip27
6 Limitationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip29
7 Conclusionshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip30
8 Referenceshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip31
Appendixes
List of Tables
Table 1 The Demographic Characteristics of the Samplehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip9
Table 2 The motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
Table 3 Reliability analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Table 4a The means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphelliphelliphelliphelliphellip12
Table 4b The means and ranking of the salience of
evaluative criteria groupshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
Table 5a Result of independent t test for salience of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 5b Result of independent t test for salience of
evaluative criteria group and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 6a One Way ANOVA between the salience of
evaluative criteria and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 6b One Way ANOVA between the salience of
evaluative criteria group and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 7a One-Way ANOVA between the salience of
evaluative criteria and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphellip16
Table 7b One-Way ANOVA between the salience of
evaluative criteria group and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphellip16
Table 8a One-Way ANOVA between the salience of
evaluative criteria and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphellip17
Table 8b One-Way ANOVA between the salience of evaluative criteria
group and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Table 9a Correlation between the salience of evaluative criteria and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 9b Correlation between the salience evaluative criteria group and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 10a Correlation between the salience evaluative criteria and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19
Table 10b Correlation between the salience evaluative criteria group and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip20
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Executive Summary
This study attempts to find out the relative importance of choice criteria of golf club in the
evaluation process Through the quantitative research the mean score of 28 criteria were
generated and ranked in the order of their relative importance This paper also compared the
results between different groups of golf participants These group derived from six
dimensions include types of golfer golf age frequency of using golf facilities number of
purchasing golf club experience the degree of sport motivation for participation in golf and
the degree of social motivation for participation in golf
The results shown that the choice criteria related to functions and performance are the most
important for general golfers The importance of manufacturing and technology of the club
came second While the criteria related to style of the club have the lowest mean importance
rating among all choice criteria group Other criteria group ranked in middle includes ldquobrand
of the clubrdquo ldquoinformation about the clubrdquo and ldquoselling and value of the clubrdquo
ii
Content
Acknowledgementhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipi
Executive Summaryhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipii
1 Introductionhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
11 Literature Reviewhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
111 Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
112 Salience of Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
113 Definitions of about golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
12 Statement of Problemshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip3
2 Research Objectiveshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip5
3 ProceduresMethodologyhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
31 Research Design and Procedureshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
32 Data Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip7
4 Findings and Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
41 Demographic Characteristicshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
42 Chronbach Alpha Reliability testhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
43 Compare means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphellip11
44 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
441 Independent t test on the importance of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
442 One Way ANOVA between the salience of
evaluative criteria and golf agehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
443 One Way ANOVA between the salience of
evaluative criteria and golf facilities usage ratehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
444 One Way ANOVA between the salience of
evaluative criteria and golf club purchasing experiencehelliphelliphelliphelliphelliphelliphelliphelliphelliphellip16
45 Pearson Correlation Analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
451 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a sport activityrdquohelliphelliphelliphelliphelliphelliphellip17
452 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a social activityrdquohelliphelliphelliphelliphelliphellip18
5 Discussion and Recommendationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
51 The Evaluative Criteria of Golf Clubhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
52 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip24
53 Correlation analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip27
6 Limitationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip29
7 Conclusionshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip30
8 Referenceshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip31
Appendixes
List of Tables
Table 1 The Demographic Characteristics of the Samplehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip9
Table 2 The motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
Table 3 Reliability analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Table 4a The means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphelliphelliphelliphelliphellip12
Table 4b The means and ranking of the salience of
evaluative criteria groupshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
Table 5a Result of independent t test for salience of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 5b Result of independent t test for salience of
evaluative criteria group and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 6a One Way ANOVA between the salience of
evaluative criteria and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 6b One Way ANOVA between the salience of
evaluative criteria group and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 7a One-Way ANOVA between the salience of
evaluative criteria and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphellip16
Table 7b One-Way ANOVA between the salience of
evaluative criteria group and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphellip16
Table 8a One-Way ANOVA between the salience of
evaluative criteria and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphellip17
Table 8b One-Way ANOVA between the salience of evaluative criteria
group and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Table 9a Correlation between the salience of evaluative criteria and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 9b Correlation between the salience evaluative criteria group and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 10a Correlation between the salience evaluative criteria and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19
Table 10b Correlation between the salience evaluative criteria group and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip20
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Content
Acknowledgementhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipi
Executive Summaryhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellipii
1 Introductionhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
11 Literature Reviewhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
111 Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip1
112 Salience of Choice Criteriahelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
113 Definitions of about golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip2
12 Statement of Problemshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip3
2 Research Objectiveshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip5
3 ProceduresMethodologyhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
31 Research Design and Procedureshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip6
32 Data Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip7
4 Findings and Analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
41 Demographic Characteristicshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip8
42 Chronbach Alpha Reliability testhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
43 Compare means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphellip11
44 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
441 Independent t test on the importance of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
442 One Way ANOVA between the salience of
evaluative criteria and golf agehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
443 One Way ANOVA between the salience of
evaluative criteria and golf facilities usage ratehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
444 One Way ANOVA between the salience of
evaluative criteria and golf club purchasing experiencehelliphelliphelliphelliphelliphelliphelliphelliphelliphellip16
45 Pearson Correlation Analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
451 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a sport activityrdquohelliphelliphelliphelliphelliphelliphellip17
452 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a social activityrdquohelliphelliphelliphelliphelliphellip18
5 Discussion and Recommendationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
51 The Evaluative Criteria of Golf Clubhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
52 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip24
53 Correlation analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip27
6 Limitationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip29
7 Conclusionshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip30
8 Referenceshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip31
Appendixes
List of Tables
Table 1 The Demographic Characteristics of the Samplehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip9
Table 2 The motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
Table 3 Reliability analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Table 4a The means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphelliphelliphelliphelliphellip12
Table 4b The means and ranking of the salience of
evaluative criteria groupshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
Table 5a Result of independent t test for salience of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 5b Result of independent t test for salience of
evaluative criteria group and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 6a One Way ANOVA between the salience of
evaluative criteria and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 6b One Way ANOVA between the salience of
evaluative criteria group and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 7a One-Way ANOVA between the salience of
evaluative criteria and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphellip16
Table 7b One-Way ANOVA between the salience of
evaluative criteria group and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphellip16
Table 8a One-Way ANOVA between the salience of
evaluative criteria and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphellip17
Table 8b One-Way ANOVA between the salience of evaluative criteria
group and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Table 9a Correlation between the salience of evaluative criteria and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 9b Correlation between the salience evaluative criteria group and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 10a Correlation between the salience evaluative criteria and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19
Table 10b Correlation between the salience evaluative criteria group and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip20
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
444 One Way ANOVA between the salience of
evaluative criteria and golf club purchasing experiencehelliphelliphelliphelliphelliphelliphelliphelliphelliphellip16
45 Pearson Correlation Analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
451 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a sport activityrdquohelliphelliphelliphelliphelliphelliphellip17
452 Correlation between the salience evaluative criteria
and the agreement of the statement ldquoYou treat golf as a social activityrdquohelliphelliphelliphelliphelliphellip18
5 Discussion and Recommendationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
51 The Evaluative Criteria of Golf Clubhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip20
52 Independent T-Test and One-Way ANOVAhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip24
53 Correlation analysis on the salience
evaluative criteria and the motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip27
6 Limitationshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip29
7 Conclusionshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip30
8 Referenceshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip31
Appendixes
List of Tables
Table 1 The Demographic Characteristics of the Samplehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip9
Table 2 The motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
Table 3 Reliability analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Table 4a The means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphelliphelliphelliphelliphellip12
Table 4b The means and ranking of the salience of
evaluative criteria groupshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
Table 5a Result of independent t test for salience of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 5b Result of independent t test for salience of
evaluative criteria group and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 6a One Way ANOVA between the salience of
evaluative criteria and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 6b One Way ANOVA between the salience of
evaluative criteria group and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 7a One-Way ANOVA between the salience of
evaluative criteria and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphellip16
Table 7b One-Way ANOVA between the salience of
evaluative criteria group and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphellip16
Table 8a One-Way ANOVA between the salience of
evaluative criteria and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphellip17
Table 8b One-Way ANOVA between the salience of evaluative criteria
group and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Table 9a Correlation between the salience of evaluative criteria and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 9b Correlation between the salience evaluative criteria group and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 10a Correlation between the salience evaluative criteria and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19
Table 10b Correlation between the salience evaluative criteria group and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip20
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
List of Tables
Table 1 The Demographic Characteristics of the Samplehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip9
Table 2 The motivation of playing golfhelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip10
Table 3 Reliability analysishelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Table 4a The means and ranking of the salience of evaluative criteriahelliphelliphelliphelliphelliphelliphelliphelliphellip12
Table 4b The means and ranking of the salience of
evaluative criteria groupshelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip13
Table 5a Result of independent t test for salience of
evaluative criteria and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 5b Result of independent t test for salience of
evaluative criteria group and golfer typehelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip14
Table 6a One Way ANOVA between the salience of
evaluative criteria and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 6b One Way ANOVA between the salience of
evaluative criteria group and golf age (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Table 7a One-Way ANOVA between the salience of
evaluative criteria and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphellip16
Table 7b One-Way ANOVA between the salience of
evaluative criteria group and golf facilities usage rate (Excerpt)helliphelliphelliphelliphelliphelliphellip16
Table 8a One-Way ANOVA between the salience of
evaluative criteria and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphellip17
Table 8b One-Way ANOVA between the salience of evaluative criteria
group and golf club purchasing experience (Excerpt)helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Table 9a Correlation between the salience of evaluative criteria and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 9b Correlation between the salience evaluative criteria group and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 10a Correlation between the salience evaluative criteria and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19
Table 10b Correlation between the salience evaluative criteria group and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip20
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Table 9a Correlation between the salience of evaluative criteria and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 9b Correlation between the salience evaluative criteria group and the
agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)helliphelliphelliphelliphellip18
Table 10a Correlation between the salience evaluative criteria and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip19
Table 10b Correlation between the salience evaluative criteria group and the
agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)helliphelliphellip20
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
1 Introduction
The consumer decision process has six stages They include need recognition search
pre-purchase alternative evaluation purchase consumption and post-consumption evaluation
In the third stage consumers will form some choice criteria which facilitate them to evaluate
alternative products These criteria will vary for various products consumers or even
purchase situations (Berkman Linquist and Sirgy 1997)
On the other hand in recent years golf becomes more and more popular in Hong Kong It
represents an attractive market for the golf equipment companies In order to succeed in the
market understand the behavior of target customers is a very important step Therefore this
paper will study the choice criteria of golf clubs through a quantitative research In this paper
the terms ldquochoice criteriardquo and ldquoevaluative criteriardquo are used interchangeably
11 Literature Review
111 Choice criteria
The choice criteria of certain product are regarded as the variety of criteria in evaluating
purchase alternatives These criteria are usually expressed in terms of important product
attributes (Schiffman and Kanuk 2004) Williams (2002) reviewed this subject and
summarized the decision criteria may relate to either utilitarian benefits or hedonic benefits
(Hirschman and Holbrook 1982 Holbrook and Hirschman 1982 Ahtola 1985 Havelena and
Holbrook 1986 Kivetz 1999 Blackwell et al 2001) He further explained that utilitarian
- 1 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
evaluative criteria relate to concrete objective economic rational and functional benefits
while hedonic evaluative criteria relate to abstract subjective emotional symbolic sensory
non-rational and aesthetic benefits (Hirschman and Holbrook 1982 Ahtola 1985) Examples
of utilitarian criteria include price brand name and country of origin reliability As for
hedonic criteria examples include prestige perceived quality style and appearance
112 Salience of choice criteria
Consumers will place different weight or relative importance to relevant evaluative criteria in
order to make the purchase decision Some criteria will have greater inference in decision
making while others have less impact (Blackwell et al 1995) A product gain higher scores
in relative important criteria will more likely get in to the retrieval set (Berkman Linquist and
Sirgy 1997) The relative importance of different evaluative criteria may vary across different
consumers The value of evaluative criteria may affected by the purchase situation similarity
of alternatives evaluated involvement level knowledge and experience on particular
purchase purchase motivation and buyer characteristics say gender income and social class
(Rothschild and Houston 1977 Miller and Ginter 1979 Wright and Rip 1980 Dickson
1982 Gensch and Javalgi 1987 Bettman and Sujan 1987 Johnson 1988 Corfman 1991
Blackwell et al 1995 Williams 2002)
113 Definitions about golf
Golf 2020 developed a set of common definitions about golf for the golf industry adoption
- 2 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Here are some of the definitions
i) Participant A Participant is a person five years of age or above who played at least one
regulation round of golf or utilized an alternative facility or golf range at least once in the
past 12 months The total number of participants is determined by adding the number of
golfers alternative golfers junior participants and range users
ii) Golfer A Golfer is a person age 18 or above who has played at least one regulation round
of golf in the past 12 months
iii) Occasional Golfer An Occasional Golfer is a golfer who plays less than eight regulation
rounds in a year
iv) Core Golfer A Core Golfer is one who plays eight to 24 regulation rounds in a year
v) Alternative Golfer A person age 18 or above who has played at least one alternative round
in the past 12 months but has not played a regulation round
vi) Range User A Range User is anyone age 18 and above who participates in golf in the
course of a given year only by utilizing a golf range
(httpwwwgolfwebcompracticeteedefinitions)
12 Statement of Problems
Previous studies on product choice criteria usually study the general issue and rather board
product category There is not many published research on the specific choice criteria of
narrowly defined products especially in sporting goods field Williams (2002) stated that
- 3 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
better research results should be gained from more specified product study
On the other hand the golf equipment market has experienced some changes in recent years
First after the strong revenue growth in 90srsquo the rapid growth trend of golf equipment sales
becomes slow down While better technology and marketing effort allow manufacturers to
shorten the life cycle of their products (Smith and Marco 2004) New equipment launched
more frequently and hence increases competition between manufacturers Second golf has
become more and more popular sports in past ten years (Smith and Marco 2004) When the
golf participants are increasing the background of golfers also becomes more diverse Golf is
no longer a private sport played by the wealthy group in society (National Golf Foundation
2002 Smith and Marco 2004) Therefore the structure of consumption pattern like spending
and preferences for golf equipment may change and become more complex Thus equipment
manufacturers may need more consumer information to adapt the change
Marketing decisions in promotional work and product development should base on consumer
preferences Marketers should understand product choice criteria in order to deliver the
precise benefits that target consumers seeking in various purchase situations (Berkman
Linquist and Sirgy 1997 Williams 2002) Under the intense competition environment in golf
industry industry players who can master consumer preference will gain a big competitive
advantage
- 4 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
2 Research Objectives
This Research is aim to find out the criteria that consumers (golf participants) used when they
evaluating the golf clubs before purchase The relative importance of different evaluative
criteria were measured and ranked This research choosing golf clubs to study rather than
other golf equipment items it is because golf clubs is the largest business segment in the
industry According to the annual report of Callaway Golf Company the net sales come from
golf clubs is USD $6669 millions It contributes 819 of total net sales in 2003 (Callaway
Golf Company annual report 2003) We can see that golf clubs is the most important market
for the industry players
There are many different types of golf clubs - drivers fairway woods irons putters wedges
and hybrids each of which has some unique functions which may be regarded as product
attributes in the evaluation process For example one of the evaluative criteria of drivers will
be ldquolonger distancerdquo while that of wedges will be the ldquobounce levelrdquo However this study
will only examine the functions related attributes which can be commonly applied to all kinds
of clubs say ease of control forgiveness etc Those evaluative criteria related to unique
functions of a particular type of clubs would be out of the scope of this research
Through this research the concept of salience of evaluative criteria will be further proved and
examined in a practical situation This study hopes to apply the theory of consumer
decision-making in the real-life business environment The information in this research about
- 5 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
consumer behavior in golf equipment market may help golf equipment manufacturers or
retailers to better understand their target consumers
3 ProceduresMethodology
31 Research Design and Procedures
The population of interest for this research is the golf participants in Hong Kong This paper
follows the definitions set up by Golf 2020 to define the golf participants Data were
collected through a structured questionnaire in personal interview method Considering to the
difficulty in reaching and sampling the golf participants convenience sampling process was
adopted The personal interview was conducted in three places where easy to reach the golf
participants they include Tai Po Shuen Wan Driving Range outside the Asian Golf Club
located in Cheung Sha Wan and outside the City Golf Club located in Tsim Sha Tsui
Interviewer selected respondents arbitrarily Interviewer intercepted the respondents and
invited them to participate in the survey The whole data collection process took about three
weeks in March 2005 Questionnaire included a screening question to assure the sample is
representative ie golf participants In order to ensure the data findings are meaningful the
sample size of this research is 200
The questionnaire for this study has both English and Chinese versions The English version
was developed first and then translated to Chinese version In order to maintain the
- 6 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
agreement between two versions Chinese version translated back to English necessary
adjustment if any was made until the difference due to translation process minimized A
pre-testing was conducted to access the understandability of the questionnaire
The questionnaire included 28 evaluative criteria for selecting golf clubs These evaluative
criteria were grouped into six categories which represent different aspects of evaluation of
the golf clubs They include ldquogolf clubrsquos brandingrdquo ldquogolf club performance and
functionalityrdquo information about the clubrdquo ldquostyle of clubrdquo ldquoclub value and sellingrdquo and
ldquoclub manufacturing and technologyrdquo The questions format applied the Likert scale
Respondents were asked to rate the importance of these evaluative criteria on a five-point
scale Number 1 represents ldquototally unimportantrdquo while the number 5 represents ldquovery
importantrdquo The demographic information and information related to golf experience of
respondents were also collected
32 Data Analysis Method
All collected data were analyzed through the application of SPSS 115 It generated the
demographic characteristics of the sample which includes golf experience related data Then
the means scores for the relative importance of each choice criterion will be calculated and
ranked After that in order to investigate whether there are any differences between relative
importance of choice criteria and different types of golfer (including types of golfer golf age
the golf facilities usage rate and the golf club purchasing experience) the independent t-test
- 7 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
and one-way ANOVA analysis were employed Finally the Pearson correlation analysis was
used to further analyze the relationship between the salience of evaluative criteria and the
motivation of playing golf One notice point is that in order to provide a quicker view of the
result The analysis was also conducted with six choice criteria categories to give another
result picture
4 Findings and Analysis
41 Demographic Characteristics
Table 1 shows the characteristics of the sample In the 200 samples 85 respondents are
golfers ie a person age 18 or above who has played at least one regulation round of golf in
the past 12 months Their main difference from the non golfers is the experience of playing
golf in regulation course For the age of participation in golf activity 32 and 345 of the
respondents participated in golf ldquoone to two yearsrdquo and ldquothree to four yearsrdquo respectively
One-fourth of them are experienced golf participants 14 have five to six years experience
and 9 have 7 years or more Only 105 respondents have played golf less than one year
Besides 29 respondents use golf facilities two to three times per month while 285 of
them have four to five times usage rate per month More than one-third respondents are
frequent golf facilities users 145 11 and 14 of them indicated they use golf facilities
ldquosix to seven timesrdquo ldquoeight to nine timesrdquo and ldquomore than 10 timesrdquo per month respectively
- 8 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
As for the experience of purchasing golf clubs nearly half respondents (465) have one to
three times purchasing experience Slightly less than onendashthird (30) have four to six times
experience
Table 1 also describes some general demographic data Most of the respondents (87) were
male while only 13 were female We can observe that ldquoladies golfrdquo is still not very popular
in Hong Kong The age group of the sample mainly clustered in the middle age The largest
age group is 31 to 35 years old which constitutes 245 The age group ldquo26 to 30rdquo ldquo36 to
40rdquo ldquo41 to 45rdquo and ldquo46 to 50rdquo are each occupying about 15 of the sample Moreover the
personal monthly income of the respondents is generally quite high Nearly three-fourth
(755) respondents have $20001 or more monthly income which higher than the Hong
Kong GDP per capita in 2004 (Census and Statistic Department HKSAR Government)
Therefore even golf become more common in Hong Kong but still cannot turn around the
perception of ldquothe game of rich peoplerdquo
Table 1 The Demographic Characteristics of the Sample Item Data Data
Golfer types Golfer 85 Non Golfer 15 Less than 1 year 105 1 ndash 2 years 32
3 ndash 4 years 345 5 ndash 6 years 14 Golf age More than 7 years 9
1 times or less 3 2 ndash3 times 29 4 ndash 5 times 285 6 ndash 7 times 145
Golf facilities usage rate per month
8 ndash 9 times 11 10 times or more 14 No experience 4 1 ndash 3 times 465
4 ndash 6 times 30 7 ndash 9 times 85 Golf club purchasing
experience 10 times or more 11
Age 17 or below 0 18 ndash 25 2
- 9 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
26 ndash 30 15 31 ndash 35 245 36 ndash 40 175 41 ndash 45 16 46 ndash 50 155 51 ndash 55 5
56 ndash 60 35 61 or above 1 $5000 or less 3 $5000 ndash $10000 35
$10001 ndash $20000 18 $20001 ndash $30000 275 $30001 ndash $40000 235 $40001 ndash $50000 85
Personal monthly income
$50001 or above 16 Primary or below 3 Secondary 27 Education
Tertiary 11 University or above 59 Management 275 Write collar 9 Professionals 215 Education staff 45
Self-employed 175 Technicians 55 Service staff 55 Student 1 Unemployed 0 Retired 3
Occupation
Others 5 Sex Male 87 Female 23
The respondents were also asked to indicate the degree of agreement in five point scale
format question to two statements about the motivation of playing golf Table 2 shows that
the mean score of the statement ldquoYou treat playing golf as a sport activityrdquo (435) is higher
than the statement ldquoYou treat playing golf as a social activityrdquo (353) The above golf
experience related data would be used for further analysis in following sections in order to
see whether these demographic differences have relationship with the relative importance of
evaluative criteria
Table 2 The motivation of playing golf
Motivation statement Mean scores of degree of
agreement You treat playing golf as a sport activity 435 You treat playing golf as a social activity 353
42 Chronbach Alpha Reliability test
Chronbach alpha test was employed to measure the internal consistency of 28 evaluative
- 10 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 11 -
criteria Table 3 shows the result of this analysis The resulting coefficient alpha of all
evaluative criteria is 08225 which is above the general acceptable value 070
Table 3 Reliability analysis Reliability Coefficients
N of Cases = 2000 N of Items = 28
Alpha = 8225
43U Compare means and ranking of the salience of evaluative criteria
Table 3a shows that ldquocontrollability of the clubrdquo is the most important evaluative criteria for
selecting golf clubs Actually those club functions related criteria are rated much higher than
others The importance mean ratings for four out of five functions related criteria scored
above 40 and ranked in top five among all criteria Therefore the group golf club
performance and functionality is the most important evaluative criteria when choosing golf
club
The mean rating and ranking of importance for ldquovalue for moneyrdquo are much higher than
ldquopricerdquo It implies that lower club price does not mean that club providing good value to
consumers
Most of the evaluative criteria in the group of information about the club were rated less
important in evaluation process except the ldquochance to test clubrdquo ldquoManufacturerrsquos
introduction for the clubrdquo and ldquosalesmenrsquos recommendationsrdquo are the least important in all
evaluative criteria However ldquochance to test clubrdquo ranked the sixth important choice criteria
in overall This is the only one related to personal experience while the information in other
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
choice criteria was given by other people
The five choice criteria which related to club branding show pretty large differences in mean
scores and rankings among each other ldquobrand popularity among usersrdquo and ldquobrand reputation
on golf club performancerdquo which considered as more general measurements to branding
gained higher mean scores than the other three choice criteria which related to some specific
image dimension
The result also shows that the importance ratings of the criteria related to club manufacturing
and technology were rated quite high relative to other criteria All criteria under this category
ranked on the upper half
On the other hand the group ldquostyle of clubrdquo is the least important choice criteria category All
criteria under this category are ranked in the lower half
Table 4a The means and ranking of the salience of evaluative criteria Evaluative Criteria Mean scores Rank
1) Brand popularity among users 382 10 2) Brand reputation on golf club performance 411 7 3) Elegant and high class image of the brand 290 23 4) Brand popularity among professional players 315 20 5) Endorsement of the favorite golf players 278 25 6) Controllability of the club 439 1 7) Improve the weakness 382 10 8) Improve hitting performance 420 4 9) Good hitting feeling 438 2 10) Matching the skill level 423 3 11) Friendrsquos recommendations or adoptions 342 15 12) Salesmenrsquos recommendations 269 27 13) Golf magazine articles recommendations 317 19 14) Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites)
300 22
- 12 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
15) Manufacturerrsquos introduction for the club (include advertisement and official websites)
265 28
16) Chance to test the club 414 6 17) The sales figure of the club 326 18 18) Appearance of the club 340 16 19) The club is the latest model 307 21 20) Comprehensive club set (ie the club set offered under the same series model including driver fairway wood iron and putter)
277 26
21) Price 371 12 22) Value for money 420 4 23) Re-sale value 287 24 24) Maintenance Service 339 17 25) The club applied the latest technology 362 13 26) Materials of the shaft 393 9 27) Materials of the club head 396 8 28) The durability of the club 355 14 Table 4b The means and ranking of the salience of evaluative criteria groups
Evaluative Criteria Group Mean scores Rank 1) Golf clubrsquos branding (means of 1 to 5) 335 4 2) Golf club performance and functionality (means of 6 to 10) 420 1 3) Information about the club (means of 11 to 17) 319 5 4) Style of the club (means of 18 to 20) 308 6 5) Club value and selling (means of 21 to 24) 354 3 6) Club manufacturing and technology (means of 25 to 28) 376 2
44 Independent T-Test and One-Way ANOVA
441 Independent t test on the importance of evaluative criteria and golfer type
The independent t-test shows that there was significant difference between golfers and non-
golfers in eleven evaluative criteria Table 4a demonstrates the golfers attached higher rating
of importance on ldquocontrollability of the clubrdquo (t =044) ldquogood hitting feeling of the clubrdquo (t
=032) ldquochance to test clubrdquo (t =021) ldquogood re-sale valuerdquo (t =020) ldquothe materials of club
shaftrdquo (t =037) and ldquothe materials of club headrdquo (027) As for the non-golfers place higher
rating of importance on ldquobrand popularity among professional playersrdquo (t =026)
- 13 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
ldquoendorsement of favorite golf playersrdquo (t = 006) ldquogood appearance of clubrdquo (t = 048) ldquothe
club is the latest modelrdquo (t =047) and ldquothe comprehensive series setrdquo (t =000)
In the group view there was significant difference between two golfer types in ldquogolf clubrsquos
brandingrdquo (t =029) and ldquostyle of the clubrdquo (t =001) Non-golfers view the importance of
both choice criteria higher than the golfersrsquo opinions
Table 5a Result of independent t test for salience of evaluative criteria and golfer type
Evaluative Criteria N Mean
Score Standard Deviation
Levenersquos test for equality of variance
2-tailed Sig
Brand popularity among professional players
Golfer Non golfer
170 30
309347
858
730561 026
Endorsement of favorite golf players
Golfer Non golfer
170 30
270323
966
971813 006
Controllability of the club
Golfer Non golfer
170 30
442440
529
610486 044
Good hitting feeling Golfer Non golfer
170 30
441417
582
531002 032
Chance to test club Golfer Non golfer
170 30
418390
612
607246 021
Good appearance of club Golfer Non golfer
170 30
334370
898
988533 048
The club is the latest model Golfer Non golfer
170 30
301337
897
890588 047
The comprehensive series club set
Golfer Non golfer
170 30
266337
1004809
202 000
Good re-sale value Golfer Non golfer
170 30
293250
952
731239 020
The materials of shaft Golfer Non golfer
170 30
396370
661
466919 037
The materials of club head Golfer Non golfer
170 30
400373
586
521225 021
Table 5b Result of independent t test for salience of evaluative criteria group and golfer type
Golf clubrsquos branding Golfer Non golfer
170 30
331357
594
666423 029
- 14 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Style of club Golfer Non golfer
170 30
300348
699
681809 001
442 One Way ANOVA between the salience of evaluative criteria and golf age
The ANOVA in Table 6a shows that there is significant difference exists among five different
golf age groups The less experience player see ldquobrand popularity among professional
golfersrdquo (p =036) ldquoendorsement of the favorite golf playersrdquo (p =006) and ldquocomprehensive
series setrdquo (p =014) more important than experience golfers In contrast experience golfers
rate the importance of ldquochance to test the clubrdquo (p=008) higher than beginners
Besides to view the evaluative criteria in group in table 6b it shows that less experience
groups rated higher importance on ldquogolf clubrsquos brandingrdquo (p=004) and ldquostyle of the clubrdquo (p
=022) compare with more experience group
Table 6a One Way ANOVA between the salience of evaluative criteria and golf age (Excerpt)Evaluative Criteria F Sig
Brand popularity among professional golfers 2619 036 Endorsement of the favorite golf players 3779 006 Chance to test club 3558 008 Comprehensive series set 3221 014 Table 6b One Way ANOVA between the salience of evaluative criteria group and golf age (Excerpt) Golf clubrsquos branding 3988 004 Style of the club 2943 022
443 One Way ANOVA between the salience of evaluative criteria and golf facilities
usage rate
In table 7a the ANOVA result told us that there is significant difference exists in different
groups based on golf facilities usage rate The less-frequent users demonstrate higher
- 15 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
importance ratings on ldquobrand popularity among professional golfersrdquo (p =035)
ldquoendorsement of the favorite golf playersrdquo (p =003) and ldquocomprehensive series setrdquo (p
=006) While the frequent golf facilities users more emphasize on ldquothe materials of shaftrdquo (p
=028) and ldquothe materials of club headrdquo (p =004) when evaluating golf club Besides the
group ldquo8 ndash 9 timesrdquo placed higher importance rating on the ldquosales figure of the club
In the view of choice of criteria group the analysis indicated that there is significant
difference exists too Less frequent users generally think the category of ldquogolf clubrsquos
brandingrdquo (p =035) and ldquostyle of the clubrdquo (p =007) are more important But frequent users
emphasize more on the ldquoclub manufacturing and technologyrdquo (p =006)
Table 7a One-Way ANOVA between the salience of evaluative criteria and golf facilities usage rate (Excerpt)
Evaluative Criteria F Sig Brand popularity among professional golfers 2454 035 Endorsement of the favorite golf players 3713 003 The sales figure of the club 2805 018 Comprehensive series set 3362 006 The materials of shaft 2564 028 The materials of club head 3623 004 Table 7b One-Way ANOVA between the salience of evaluative criteria group and golf facilities usage rate (Excerpt) Golf clubrsquos branding 2454 035 Style of the club 3301 007 Manufacturing and technology of the club 3412 006
444 One Way ANOVA between the salience of evaluative criteria and golf club
purchasing experience
In table 7a significant difference was found in six different groups based on golf club
- 16 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
purchasing experience Those who have less purchasing experience have higher means scores
of importance on ldquoendorsement of the favorite golf playersrdquo (p =008) ldquofriends
recommendations and adoptionsrdquo (p =035) ldquothe sales figure of the clubrdquo (p =025)
ldquoappearance of the clubrdquo (p=050) ldquocomprehensive series setrdquo (p =002) and ldquothe durability
of the clubrdquo (p =001)
Among the groups based on different purchasing experience there are significant differences
in different choice criteria as well The less purchasing experience respondents place higher
importance of the choice criteria ldquogolf clubrsquos brandingrdquo (p =036) and ldquostyle of the clubrdquo (p
=013) than the experienced consumers
Table 8a One-Way ANOVA between the salience of evaluative criteria and golf club purchasing experience (Excerpt)
Evaluative Criteria F Sig Endorsement of the favorite golf players 3582 008 Friendsrsquo recommendations and adoptions 2650 035 The sales figure of the club 2852 025 Good appearance of the club 2413 050 Comprehensive series set 4461 002 The durability of the club 4657 001 Table 8b One-Way ANOVA between the salience of evaluative criteria group and golf club purchasing experience (Excerpt) Golf clubrsquos branding 2624 036 Style of the club 3239 013
45 Pearson Correlation Analysis on the salience evaluative criteria and the
motivation of playing golf
451 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a sport activityrdquo
- 17 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
There are total six evaluative criteria have positive relationships with the degree of agreement
of the statement ldquoyou treat golf as a sport activity They include ldquobrand popularity among
usersrdquo (p =019 r = 166) ldquobrand reputation on club performancerdquo (p =002 r = 222) ldquobrand
popularity among professional golfersrdquo (p =048 r = 140) ldquoendorsement of the favorite golf
playersrdquo (p =049 r = 139) ldquogood appearance of the clubrdquo (p =036 r = 149) and ldquothe price
of the clubrdquo (p =025 r = 158) However within all evaluative criteria groups only the
importance of ldquogolf clubrsquos brandingrdquo (p= 397) has positive relationship with the degree of
agreement of the statement
Table 9a Correlation between the salience evaluative criteria and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among user 166 019 Brand reputation on club performance 222 002 Brand popularity among professional golfers 140 048 Endorsement of the favorite golf players 139 049 Good appearance of the club 149 036 The price of the club 158 025 Table 9b Correlation between the salience evaluative criteria group and the agreement of statement ldquoYou treat golf as a sport activityrdquo (Excerpt) Golf clubrsquos branding 186 008 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
452 Correlation between the salience evaluative criteria and the degree of agreement
to the statement ldquoYou treat golf as a social activityrdquo
The mean importance of all five evaluative criteria under the ldquogolf clubrsquos brandingrdquo group
has positive relationships with the degree of agreement of the statement ldquoyou treat playing
- 18 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
golf as a social activityrdquo The mean importance of ldquoelegant and high class image of brandrdquo (p
=000 r = 453) has the strongest positive relationship While other branding related criteria
have weaker positive relationships but all correlation indexes still above 02 Moreover the
importance of ldquofriendsrsquo recommendations or adoptionsrdquo (p =031 r = 152) ldquothe club is the
latest modelrdquo (p =001 r = 230) ldquocomprehensive series setrdquo (p =007 r = 192) ldquothe club
applied latest technologyrdquo (p =002 r = 215) and ldquothe materials of club headrdquo (p =042 r
=144) are also shown positive relationship with the degree of agreement with that statement
in analysis
As expected the importance of the group ldquogolf clubrsquos brandingrdquo (p =000 r =397) has a
strong relationship with the degree of agreement with the statement While the ldquostyle of the
clubrdquo (p =001 r =241) and ldquoclub manufacturing and technologyrdquo (p =013 r = 175) have
moderate to weak relationship with the degree of agreement with the statement
Table 10a Correlation between the salience evaluative criteria and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt)
Evaluative Criteria Pearson Correlation Sig(2 tailed) Brand popularity among users 242 001 Brand reputation on golf club performance 225 001 Elegant and high class image of brand 435 000 Brand popularity among professional golfers 204 004 Endorsement of favorite golf players 235 001 Friendsrsquo recommendations and adoptions 152 031 The club is the latest model 230 001 Comprehensive series set 192 007 The club applied latest technology 215 002 The materials of club head 144 042
- 19 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Table 10b Correlation between the salience evaluative criteria group and the agreement of the statement ldquoYou treat golf as a social activityrdquo( Excerpt) Golf clubrsquos branding 397 000 Style of the club 241 001 Club manufacturing and technology 175 013 Correlation is significant at the 001 level (2 tailed)
Correlation is significant at the 005 level (2 tailed)
5 Discussion and Recommendations
51 The Evaluative Criteria of Golf Club
Among six evaluative criteria categories ldquogolf club performance and functionalityrdquo is the
most important criteria category when evaluating golf club for purchasing decision making
ldquoClub manufacturing and technologyrdquo category comes in the second The third important
category is ldquoclub value and sellingrdquo while ldquogolf clubrsquos brandingrdquo fourth ldquoinformation about
the clubrdquo fifth and the ldquostyle of the clubrdquo is the least important category
Golf club performance and functionality becomes the most important choice criteria category
It implies that the value of the golf club is attached with the golfing experience In other
words a good golf club should enhance the game experience which may represent better
hitting performance better game scores easier to swing reduce slice problem or so on
Besides there are five choice criteria under this category The top three criteria
ldquocontrollability of the clubrdquo ldquogood hitting feelingrdquo and ldquomatching own skill levelrdquo are all
related to the actual experience in using the club for driving making shot pitching or putting
As for less important two criteria ldquoimprove the skill weaknessesrdquo and ldquoimprove hitting
- 20 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
performancerdquo are related to the result of using club ie the quality of the shot We can
observe that golfers emphasize more on the using experience In contrast the result of using
the club is greatly affected by playing skills In the perspective of golf club manufacturers it
is very difficult to communicate the club performance or functions to consumers Only when
potential buyers tried the club personally the performance and functions of the club could be
fully felt and understood Hence manufacturers should hold more demonstration day which
let the golfers experience the feeling of using the products Moreover the RampD on the new
golf club should emphasize on improving the weight balance of the club which will lead to
better controllability of the club In addition a clear cut target segment of each golf club
series is preferred This practice gives a clear picture to the customer to know which golf club
that is matching their skill level
Although the ldquoclub manufacturing and technologyrdquo category ranked as the second most
important choice criteria category however the four criteria under this category scored and
ranked in moderate level only But the importance of two criteria related to materials still
ranked in top ten Therefore the characteristics and benefits of the materials should mention
in the communication programs For example the characteristics of the materials and
fabrication technology can be described in detail on the print advertisements The ranking of
the clubrsquos durability is out of expected In general sense golf club is a very durable product
Therefore durability of the club should not be a problem usually Also it is hard to
- 21 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
distinguish the durability differences between two clubs This question will discuss more in
next sections to see any demographic factors may have impact on that
The category ldquoclub value and sellingrdquo ranked third The importance ratings and rankings of
the four criteria under this category have quite large differences with each other One
interesting point is that the mean of ldquovalue of moneyrdquo (420) is much higher than the mean of
ldquoclub pricerdquo (371) It implies that a good price does not mean a good value to customers
when purchasing golf clubs Therefore just like other luxury goods low price is not
sufficient to attract customers They are more concerned about what and how much they get
from the product at the given price Hence for the retailer salespersons they are better to
emphasize the club functions and value first and then use price tactics for closing deal
Besides the importance of maintenance service ranked slightly below the mid point Even itrsquos
not a determinant factor but still should not be omitted Since it might affects the impression
towards the manufacturer or brand Manufacturers should provide good maintenance services
including sufficient warrant period convenience shipment method etc
The fourth important choice criteria category is ldquogolf clubrsquos brandingrdquo However the slightly
low mean score dose not imply that the brand image is not important among buyers Letrsquos
break down the evaluative criteria in this category ldquoBrand popularity among usersrdquo and
ldquoBrand reputation on golf club performancerdquo which considered as more general
measurements to brand image gained very good mean scores (382 and 411) and rankings
- 22 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
(10th and 7th) It shows that the brand image related to product performance and popularity are
important for the general golfers On the other hand the other three choice criteria include
ldquoelegant and high class brand imagerdquo ldquobrand popularity among professional golfersrdquo and
ldquoendorsement of favorite golf playerrdquo are related to some specific image dimension Thus
the high social class image and the ldquostar effectrdquo have little contribution to the development of
positive brand image for general golfers
The category ldquoinformation about clubrdquo ranked fifth That means the respondents do not
consider existing information so much when choosing golf clubs The lowest mean scores of
the information provided by two selling parties reflect that consumers suspect the
creditability of such information Besides the information provided by two media parties
magazines and websites got better score but still quite low The average result of friendsrsquo
recommendations and adoptions shows that the words of month are more important than
other information sources Furthermore the ldquochance to test the clubrdquo has a high mean rating
(414) and ranked the 6th important choice criteria Many golfers believe that through the
testing of the club they can feel and know more about the functions and performance of that
particular club This result further supports the suggestion of holding demonstration day that
previously mentioned
Furthermore the ldquostyle of clubrdquo is the least important choice criteria category General
golfers do not pay much attention on the style issues of the club However ldquogood appearance
- 23 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
of clubrdquo ranked 16 so golfers are not totally ignored the aesthetics side of the golf club As a
result manufacturers should consider recruiting art designer to involve in the club designing
process
52 Independent T-Test and One-Way ANOVA
Firstly for the difference between golfer and non-golfer results show that the golfer attached
higher importance on the controllability and hitting feeling of the golf clubs Since the golfers
have regulation game experience they may consider different in-game situations when
selecting golf club They may have deeper understanding on the importance of club control
and hitting feeling to improve game performance In addition the golfers more emphasize on
the materials on both shaft and club head It might result from similar reasons that the games
experiences make golfers concern the effect of the materials on the game performance
On the other hand non-golfers rated higher importance rating on ldquobrand popularity among
professional golfersrdquo and ldquoendorsement of favorite golf playersrdquo It may only reflect the
attitude of beginners All three criteria under the style of club category have higher mean
importance for the non-golfers
Moreover the less experience golfers view ldquobrand popularity among professional golfersrdquo
and ldquoendorsement of the favorite golf playersrdquo more important than experienced golfers
Since the less experience golfers are lack of necessary experience to evaluate a golf club by
them They need more existed reliable information to help them making decision Apparently
- 24 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
the ldquostar effectrdquo is a good reference for them to pick a good club The less experience golfers
also place higher importance on comprehensive series set That means they prefer all of their
golf club under the same category In fact different golf club brands and series have different
strength area Just like Cleveland have a dominant position on producing sand wedges while
Odyssey Two-Ball is the most popular putter Therefore those experienced golfers prefer
their golf bag has several manufacturer brands in order to utilize the strength of different
series Apart from the styling reasons less experience golfers prefer comprehensive series
may only reflect the characteristic of lack of the knowledge about golf club Furthermore
experienced golfers think the chance to test club is more important compare with the less
experience golfers Experienced golfers are more confidence on their experience for
evaluating a club The less experience golfers rely more on brand related information to
compensate the lack of golf experience and club knowledge
In addition low facilities usage rate golfers see brand popularity among professional golfers
and endorsement of favorite players are more important in evaluation process than the
frequent users The reason for this result is just similar to previously mentioned The less
frequent users also indicated higher mean importance of ldquogood sales figurerdquo and ldquogood club
sales appearancerdquo On the other hand frequent users place higher rating on the importance of
the club materials used Since the frequent users accumulate golf experience faster than less
frequent groups Therefore they are more likely to discover and understand the effect of the
- 25 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
materials of the club
Finally less golf club purchasing experience buyers attached higher importance in ldquofriendsrsquo
recommendations and adoptions That means the words of mouth have greater influence on
the less experience buyers They need more information about the golf club from other
sources to compensate their experience In fact the endorsement of favorite players and good
sales figure are also act as this role for the less experience buyers Good club appearance and
comprehensive series club set show relatively important for less purchasing experience
buyers too Less purchasing experience buyers also concern more about the durability of the
club
From the above discussion we discover that the analysis in four dimensions shown very
similar results Actually all four dimensions are related to a common characteristic that is the
experience in golf activity Base on all analysis in this section several recommendations was
given
First for the high forgivenesscavity golf clubs (suitable for beginners) golf equipment
companies should employ professional golf star in promotion program For example the star
endorser should appear on both print and TV advertisements Besides these beginner golf
clubs should offered in a comprehensive series set which will more appeal to the target
customers Club designers should pay more attention to the aesthetic issue of the club
Moreover market leaders are wise to mention the clubrsquos sales figure in the advertisements
- 26 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
since it is an effective way to attract the attention of beginners Although it should be no big
difference in durability of different club in fact but the retailers should talk more about the
durability issues when selling clubs designed for beginners
In contrast for the professional clubs like blade type irons which are more suitable for high
skill level golfers The club manufacturers should provide more chance for them to test the
club Demonstration day is an ideal program to achieve this purpose In promotion program
like print advertisements golf equipment companies should emphasize more on the club
functions and the materials for the professional clubs Some technical terms should be applied
in order to communicate a professional image
53 Correlation analysis on the salience evaluative criteria and the motivation of
playing golf
The results show that there are positive relationships between mean importance for four
branding related criteria and the degree of sport motivation Therefore those who regard
playing golf with strong sporting motivations are more concerned about the brand image of
clubs One notice point is that the importance of brand reputation on club performance shows
the strongest positive relationship (r = 222) with the sport motivation Therefore those
golfers with stronger sport motivations emphasized the club performance Moreover both the
mean importance of the price factor and the club appearance show positive relationships with
the degree of sport motivation However the results indicated the above relationships only
- 27 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
have moderate to weak predictive power
In addition the results revealed that the positive relationships between all five branding
related criteria and the social motivation have moderate to strong predictive power
Especially for the importance rating of elegant and high class image of brand it shows the
strongest predictive power with the social motivation In other words those who have
stronger social reasons to playing golf are more emphasize on elegant brand image when
selecting golf club They may want to enhance their social image through the brand image of
the club This observation supports the golf club market can accommodate a high end
segment and the target market should be those who playing golf with social contact reasons
It explains why the high end brand like Honma and Kasko are popular in Asia market
Obviously the manufacturers of the high end brand should forging an elegant and high class
brand image They should put more hedonic element in the communication program Besides
the analysis indicated moderate positive relationship between the degree of social motivation
and both the importance of the criteria ldquothe club is the latest modelrdquo and ldquothe club applied the
latest technologyrdquo Therefore the high end golf club brandings should introduce new model
more frequently and adding new technology features in each new model
Furthermore there are two more implications for the high end golf club manufacturers in the
correlation analysis The degree of social motivation was related to mean importance for the
criteria ldquocomprehensive series setrdquo and ldquothe materials of club headrdquo Thus high-end branding
- 28 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
should offer more full set golf clubs They should also focus the RampD effort on the club head
materials and the technology applied Finally there was a positive relationship between the
degree of social motivation and the importance of friendsrsquo recommendations or adoptions
Manufacturers and retailers of high end golf club should pay attention to the selling service It
is because the words of mouth have certain influences on their target customers
6 Limitations
Although the above analysis successfully examined the issues of the choice criteria of golf
clubs the research still subjected to some limitations that should be noticed
First this research only investigates the golf club evaluative criteria in general sense
However there are many different types of clubs include drivers fairway wood iron putter
etc These golf clubs have different functions for different situations in the game Thus each
type of golf club should have some specific evaluative criteria tied to that particular club type
For example the hitting distance is one of the very important criteria for drivers while
spinning is an important feature for sand wedges Therefore many valuable specific criteria
were omitted in this research
Besides the convenience sampling and subjective selecting respondents might create bias and
affect the credibility of the findings Moreover grouping different evaluative criteria into six
categories only based on subjective judgment Thus the selected criteria may not perfectly
- 29 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
represent the particular category
7 Conclusions
In this research the relative importance of choice criteria of golf club was examined
Performance and the functions of golf club is the most important factor for selecting golf club
in the evaluation process Actually this aspect of choice criteria is the primary function of a
golf club which is playing golf game Therefore there is no fast track for the club
manufacturers They have to focus their work on improving the club quality
Besides different types of golf participants view the importance of evaluation criteria
differently Golfers who have less experience in golf activity tend to more focus on the
branding They tend to confidence in the choice of the profession al golfers or star players
Thus it should be a focus selling point in promotion
I hope the results of this research can provide some insights for the industry especially for
those who want to expand or plan to enter the Hong Kong market
Finally 28 choice criteria were grouped into six criteria categories These categories provide
a quicker view of the results However each criterion has its own market implications for the
golf industry participants Therefore in order to obtain a clearer picture I strongly
recommend the users of this report should study each criterion separately
- 30 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
8 [Reference]
1 Athola OT (1985) Hedonic and utilitarian aspects of consumer behavior an attitudinal perspective in Rothschild M and McAlister L (Eds) Advances in Consumer Research Vol 20 pp 7-10
2 Bettman JR and Sujan M (1987) Effects of framing on evaluation of comparable and
noncomparable alternatives by expert and novice consumers Journal of Consumer Research Vol 14 September pp 141-54
3 Blackwell RD Miniard PW and Engel JF (2001) Consumer Behavior 9th ed
Harcourt College Pubishers New York NY 4 Berkman Harold W Lindquist Jay D Sirgy M Joseph (1997) Consumer Behavior
Lincolnwood Ill NTC Business Books c1997 5 Blackwell RD Miniard PW and Engel JF (1995) Consumer Behavior 8th ed
Harcourt College Pubishers New York NY 6 Callaway Golf Company (2003) ldquoCallway Golf Company annual report 2003rdquo 7 Census and Statistic Department HKSAR Government ldquoNational Income and Balance of
paymentrdquo [Online] Available (httpwwwinfogovhkcenstatdenghkstathkinfnat_account_indexhtml)
8 Corfman KP (1991) Comparability and comparison levels used in choices among
consumer products Journal of Marketing Research Vol 28 August pp 368-74 9 Dickson PR (1982) Person-situation segmentations missing link Journal of
Marketing Vol 46 Fall pp 56-64 10 Gensch DH and Javalgi RG (1987) The influence of involvement on disaggregate
attribute choice models Journal of Consumer Research Vol 14 June pp 71-82 11 Havelena WJ and Holbrook MB (1986) The varieties of consumption experience
comparing two typologies of emotion and consumer behavior Journal of Consumer Research Vol 13 December pp 394-404
- 31 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
12 Hirschman EC and Holbrook MB (1982) Hedonic consumption emerging methods and propositions Journal of Marketing Vol 46 Summer pp 92-101
13 Holbrook MB and Hirschman EC (1982) The experiential aspects of consumption
consumer fantasies feelings and fun Journal of Consumer Research Vol 9 September ov 132-40
14 Johnson MLD (1988) Comparability and hierarchical processing in multi-alternative
choice Journal of Consumer Research Vol 15 December pp 303-14 15 Kivetz R (1999) Hedonic and utilitarian motivations in consumer choice Advances in
Consumer Research Vol 27 p 286 16 Miller KE and Ginter JL (1979) An investigation of situational variation in brand
choice behavior and attitude Journal of Marketing Research Vol 16 February pp 111-23
17 National Golf Foundation (2001) ldquoGolf participation in the United Statesrdquo [Online] Available (wwwngforg)
18 PGA TOUR Inc (2004) ldquoGolf Industry Definitionsrdquo [Online] Available
(httpwwwgolfwebcompracticeteedefinitions) 19 Rothschild M and Houston MJ (1977) The consumer involvement matrix some
preliminary findings in Greenberg BA and Bellinger DN (Eds) Contemporary Marketing Thought American Marketing Association Chicago IL pp 95-8
20 Schiffman Leon G Kanuk Leslie Lazar (2004) Consumer Behavior 8 ed th Upper
Saddle River NJ Pearson Prentice Hall 21 Smith Alan D Marco Gayle (2004) ldquoStrategic Perspectives Associated With the Golf
Industryrdquo Journal of American Academy of Business Cambridge Hollywood Sep 2004 Vol5 Iss12 p367-373 (7pp)
22 Williams Terrell G (2002) ldquoSocial class influences on purchase evaluation criteriardquo The
Jounal of Consumer Marketing Santa Barbara 2002 vol19 Iss23 p249 (28pp) 23 Wright P and Rip PD (1980) Product class advertising effects in first-time buyers
decision strategies Journal of Consumer Research Vol 7 September pp 176-88
- 32 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
Appendixes
- 33 -
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 34 -
Chinese Version Questionnaire Questionnaire no_______
U有關選購高爾夫球球桿問卷調查 您好本人是香港浸會大學三年級學生現正進行一項有關選購高爾夫球球桿的問卷調
查煩請閣下抽出數分鐘時間完成此問卷當中收集的所有資料只會用作學術研究用
途多謝閣下合作 U第一部份 過濾問題 1 在過去十二個月內你有否使用高爾夫球的設施 (包括在標準高爾夫球場進行球
局或使用高爾夫球練習場或使用三桿球洞或使用推桿場或使用練習用果嶺) 有 沒有 終止訪問
U第二部份 球桿選擇因UU素U
以下有 28 項關於選購高爾夫球球桿時的購買選擇考慮因素請圈出合適答案以顯示該
因素對你選購球桿時的重要程度
II ) 球桿性能及表現
7球桿是否易於操控 1 2 3 4 5
8球桿能否改善球技的弱點 1 2 3 4 5
9球桿能否改善擊球表現 1 2 3 4 5
10該款球桿能提供良好的打球感覺 1 2 3 4 5
11該球桿是否適合個人球技水平 1 2 3 4 5
III ) 球桿資訊
12朋友的推介或採用
13球具店店員的推介
14高爾夫球雜誌內文的推介
I ) 球桿品牌
2該球桿的品牌受到用家歡迎 1 2 3 4 5
3該球桿的品牌的球桿表現有良好口碑 1 2 3 4 5
4該球桿的品牌擁有尊貴高級的形象 1 2 3 4 5
5該球桿的品牌受到職業球員的歡迎 1 2 3 4 5
6該球桿品牌由你欣賞的高爾夫球球星作代言人 1 2 3 4 5
完全
不重要
完全
不重要
1
1
1
不重要
不重要
2 3
2 3
2 3
重要
重要
4
4
4
非常
重要
非常
重要
中立
中立
完全
不重要
不重要
重要
非常
重要
中立
5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 35 -
15高爾夫球網站的推介(不包括品牌的官方網站) 1 2 3 4 5
16該款球桿的官方介紹(包括廣告及官方網站) 1 2 3 4 5
17你能夠試打該款球桿 1 2 3 4 5
18該款球桿有良好的銷售數字 1 2 3 4 5
IV ) 球桿款式
19球桿外形是否美觀
20該款球桿是否最新款式
21該款球桿有一套完整的系列 (即該款式系列 包括了 1 號木球道木桿鐵桿及推桿供選購)
V ) 球桿價值與銷售
22球桿的價格
23該球桿是否物有所值
24該款球桿有良好的二手價值
25該款球桿有完善保養服務提供
VI ) 球桿製造技術
26球桿是否運用了最新的科技
27製造桿身的物料
28製造桿頭的物料
29球桿的耐用程度
U第三部份 高爾夫球相關項目 30 在過去十二個月內你有否在標準高爾夫
有 沒有 31 你參與高爾夫球運動多久 少於 1 年 1 ndash 2 年 7 年或以上
完全
不重要
不重要
不重要
重要
重要
非常
重要 中立
完全
不重要
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
1 2
球場進行球局
3 ndash 4 年
完全
不重要 不重要
中立
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
3 4
5 ndash 6 年
重要
中立
非常
重要
5
5
5
完全
不重要
中立
非常
重要
不重要
重要
5
5
5
5
5
5
5
5
非常
重要
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 36
32 你每月平均會使用高爾夫球設施多少次 1 次或以下 2 ndash 3 次 4 ndash 5 次 6 ndash 7 次 8 ndash 9 次 10 次或以上 33 你有多少次購買高爾夫球球桿的經驗 沒有經驗 1 ndash 3 次 4 ndash 6 次 7ndash 9 次 10 次或以上 請圈出合適的答案以表示對以下句子的同意程度
34 高爾夫球是一項運動項目
35 高爾夫球是一項社交活動 U第四部份 個人資料 36 年齡 17 或以下 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 個人每月收入 $5000 或以下 $5001 ndash 10 $20001 ndash $30000 $30001 ndash
50001 或以上 38 學歷 小學或以下 中學 大學或以上 39 職業 管理及行政人員 白領 自僱人士 技術人
待業 已退休 40 性別 男 女
問卷完
非常
不同意
-
1
1
ndash 30 ndash 55
000 $40000
大
多謝
不同意
2
2
31 56
專(非學位
專業人
服務業
其他
中立
3
3
ndash 35 ndash 60
$10001 $40001
如文憑
士 人員
同意
4
4
ndash $20 ndash $50
及副
教
學
非常
同意
5
5
36 ndash 40 61 或以上
000 000
學士)
育人員 生
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 3
English Version Questionnaire Questionnaire no_______
UChoice Criteria of Golf Clubs Research I am a Hong Kong Baptist University year three student I am now conducting a research about the choice criteria of purchasing golf clubs Please spend few minutes to finish this questionnaire All information gathered from this research will only be used for academic analysis Thank you for your cooperation USection 1 Screening Question In the past twelve months did you used golf facilities (including a round of golf in regulation golf course or golf driving range or par 3 hole or practice green)
Yes No End of interview
USection 2 Choice Criteria of Golf Clubs The following are 27 choice criteria that could be considered when purchasing golf clubs Please circle an appropriate answer which indicates the importance of that particular criterion
to you II ) Golf club performance
and functionality 7The club can be control easily
8The club can improve the weaknesses of your skills
9The club can improve your hitting performa
10The club can provide you good hitting feeli
11The club matches for your skill level
I ) Golf clubrsquos branding
2The brand is popular in the market
3The brand has good reputation
on golf clubs performance
4The brand shows an elegant and high-class imag
5The brand is hot among professional golfers
6The brand is endorsed by your favorite golf play
Unimportant
Totally
unimportant
7 -
1 2
1 2 nce 1 2
ng 1 2
1 2
1 2 3 4 5
1 2 3 4 5
e 1 2 3 4 5
1 2 3 4 5
er 1 2 3 4 5
Unim
Neutral
3
3 3
3
3
Important
4
4 4
4
4
Very
important
Totally
unimportant
Very
important
Neutral
Important
portant
5
5 5
5
5
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
III ) Club information
12Friendsrsquo recommendations or adoptions 1 2 3 4 5
13Salesmenrsquos recommendations 1 2 3 4 5
14Golf magazine articlesrsquo recommendations 1 2 3 4 5
15Golf websitesrsquo recommendations (exclude manufacturersrsquo official websites) 1 2 3 4 5
16Manufacturerrsquos introduction for the club (include advertisement and official websites) 1 2 3 4 5
17You have chance to test the club 1 2 3 4 5
18The club has a good sales figure in the market 1 2 3 4 5
Totally
unimportant
Unimportt
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 39
28The materials of the club head 1 2 3 4 5
29The durability of the club 1 2 3 4 5
USection 3 Golf related questions 30 In the past 12 months did you play a round of golf in the regulation golf course
Yes No
31 How long have you playing golf less than 1 year 1 ndash 2 years 3 ndash 4 years 5 ndash 6 years more than 7 years 32 How many times you use golf facilities in a month 1 time or less 2 ndash 3 times 4 ndash 5 times 6 ndash 7 times 8 ndash 9 times 10 times or more 33 How many purchasing golf club experience you have no experience 1 ndash 3 times 4 ndash 6 times 7ndash 9 times
10 times or more Please circle an appropriate answer which indicates your degree of agreement to the following statement
34 Golf is a sport activity
35 Golf is a social activity
USection 4 Personal Information 36 Age 17or below 18 ndash 25 26 41 ndash 45 46 ndash 50 51 37 Personal monthly income $5000 or below $5001 ndash 1 $20001 ndash $30000 $30001 ndash
50001 or above
Totally
unimportant
Unimportant Important Neutral
Very
important
Very
Disagree
-
1
1
ndash 30 ndash 55
0000 $4000
Disagree
2
2
0
Neutral
3
3
31 ndash 35 56 ndash 60
$100 $400
Agree
4
4
01 ndash $2001 ndash $50
Very
Agree
5
5
36 ndash 40 61or above
000 000
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 40 -
38 Education level Primary school or below Secondary school
Tertiary (non degree like diploma or associate degree) University or above 39 Occupation ManagementAdministrative Write collar Professionals
Education staff Self-employed Technicians Service staff Student Unemployed Retired Others
40 Sex Male Female
End of questionnaire thank you
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 41 -
SPSS Output
Independent t test on the importance of evaluative criteria and golfer type
Independent Samples Test
1339 249 1212 198 227 18 147 -112 4691003 35176 323 18 178 -183 539
7966 005 896 198 371 11 125 -134 358
694 34033 492 11 161 -215 439
485 487 654 198 514 12 189 -249 496680 41299 500 12 182 -243 490
338 561 2238 198 026 37 166 044 7012505 44407 016 37 149 073 672
056 813 2786 198 006 53 191 156 9112775 39796 008 53 192 145 922
488 486 -2028 198 044 -22 107 -429 -006-1835 37099 074 -22 119 -458 023
112 738 -093 198 926 -02 190 -392 357-099 42249 922 -02 178 -377 342
049 826 -256 198 798 -03 130 -290 223-259 40300 797 -03 129 -293 226
10200 002 -2154 198 032 -25 114 -469 -021-2298 42274 027 -25 107 -460 -030
1906 169 -1772 198 078 -23 131 -489 026-1752 39547 088 -23 132 -498 036
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 42 -
Independent Samples Test
742 390 1648 198 101 25 152 -049 5511655 40074 106 25 152 -055 557
043 835 1070 198 286 17 163 -147 4961018 38418 315 17 171 -172 521
3493 063 744 198 458 11 153 -188 415649 36243 520 11 175 -242 469
3906 050 1608 198 109 24 150 -055 5371407 36318 168 24 171 -106 589
189 664 -1171 198 243 -18 151 -474 121-1151 39385 257 -18 153 -486 133
1351 246 -2332 198 021 -28 121 -521 -044-2345 40109 024 -28 120 -526 -039
603 438 1625 198 106 24 150 -052 5381589 39214 120 24 153 -066 553
389 533 1988 198 048 36 181 003 7151859 37931 071 36 193 -032 750
295 588 2000 198 047 35 177 005 7052011 40110 051 35 176 -002 711
1640 202 3657 198 000 71 194 326 10904251 46317 000 71 167 373 1043
5839 017 1920 198 056 30 157 -008 6122082 42965 043 30 145 010 594
003 957 -301 198 764 -04 130 -297 218-286 38429 776 -04 137 -317 238
1394 239 -2350 198 020 -43 183 -790 -069-2822 48210 007 -43 152 -735 -124
266 606 -1001 198 318 -18 178 -530 173-1082 42858 285 -18 165 -511 154
726 395 -874 198 383 -14 155 -440 170-975 44214 335 -14 139 -415 144
010 919 -2102 198 037 -26 126 -513 -016-2673 52095 010 -26 099 -463 -066
1484 225 -2335 198 021 -27 114 -492 -041-2536 43027 015 -27 105 -479 -055
5193 024 1050 198 295 18 168 -155 5081220 46327 228 18 145 -115 467
Equal variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumedEqual variances assumedEqual variances not assumed
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalManufacturerss introductionfor the club (includeadvertisment and officalYou have chance to test theclub
The club has a good slaesfigure
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesTHe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
F Sig
Levenes Test for Equalityof Variances
t df Sig (2-tailed) Mean DifferenceStd ErrorDifference Lower Upper
95 Confidence Intervalof the Difference
t-test for Equality of Means
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 43 -
One Way ANOVA between the salience of evaluative criteria and golf age
ANOVA
5114 4 1278 2373 054105041 195 539110155 199
2013 4 503 1278 280
76782 195 394
78795 199
6211 4 1553 1734 144174584 195 895
180795 199
7317 4 1829 2619 036136183 195 698143500 19913836 4 3459 3779 006
178484 195 915192320 199
074 4 019 061 99359281 195 30459355 1997237 4 1809 2017 094
174918 195 897182155 199
164 4 041 094 98485231 195 43785395 1991839 4 460 1379 243
65036 195 33466875 1991387 4 347 786 536
86033 195 44187420 1993663 4 916 1552 189
115057 195 590118720 199
3189 4 797 1178 322131966 195 677135155 199
1634 4 408 683 604
116586 195 598118220 199
2964 4 741 1290 275112031 195 575114995 199
2313 4 578 996 411113187 195 580115500 199
5216 4 1304 3588 00870864 195 36376080 1991239 4 310 534 711
113241 195 581114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 44 -
ANOVA
6090 4 1522 1836 123161705 195 829167795 199
5161 4 1290 1603 175156994 195 805162155 19912516 4 3129 3221 014
189439 195 971
201955 199
1222 4 306 473 756125958 195 646127180 199
3061 4 765 1799 13182939 195 42586000 1991791 4 448 509 729
171564 195 880173355 199
1335 4 334 407 804160020 195 821161355 199
2265 4 566 927 449119090 195 611121355 199
3693 4 923 2303 06078182 195 40181875 1991444 4 361 1063 376
66236 195 34067680 1992593 4 648 897 467
140907 195 723143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
5614 4 1403 3988 00468626 195 35274240 199
297 4 074 310 87146663 195 23946960 199
613 4 153 705 58942358 195 21742971 1995789 4 1447 2943 022
95906 195 492101695 199
090 4 023 077 98956965 195 29257055 199
687 4 172 647 63051782 195 26652469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 45 -
One Way ANOVA between the salience of evaluative criteria and golf facilities usage rate
ANOVA
1296 5 259 462 804108859 194 561110155 199
1000 5 200 499 777
77795 194 401
78795 199
5380 5 1076 1190 315175415 194 904
180795 199
8537 5 1707 2454 035134963 194 696143500 19916798 5 3360 3713 003
175522 194 905192320 199
498 5 100 328 89658857 194 30359355 199
930 5 186 199 963181225 194 934182155 199
668 5 134 306 90984727 194 43785395 1991309 5 262 774 569
65566 194 33866875 199
454 5 091 202 96186966 194 44887420 1995214 5 1043 1782 118
113506 194 585118720 199
5571 5 1114 1668 144129584 194 668135155 199
6333 5 1267 2196 056
111887 194 577118220 199
5816 5 1163 2067 071109179 194 563114995 199
1858 5 372 634 674113642 194 586115500 199
2828 5 566 1498 19273252 194 37876080 1997719 5 1544 2805 018
106761 194 550114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 46 -
ANOVA
7848 5 1570 1904 095159947 194 824167795 199
4116 5 823 1011 413158039 194 815162155 19916106 5 3221 3362 006
185849 194 958
201955 199
5062 5 1012 1608 160122118 194 629127180 199
3299 5 660 1548 17782701 194 42686000 1992735 5 547 622 683
170620 194 879173355 199
1799 5 360 438 822159556 194 822161355 199
6293 5 1259 2122 064115062 194 593121355 199
5076 5 1015 2564 02876799 194 39681875 1995780 5 1156 3623 004
61900 194 31967680 1997531 5 1506 2149 061
135969 194 701143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
4416 5 883 2454 03569824 194 36074240 199
130 5 026 108 99146830 194 24146960 1992306 5 461 2200 056
40665 194 21042971 1997973 5 1595 3301 007
93722 194 483101695 199
711 5 142 490 78456344 194 29057055 1994241 5 848 3412 006
48227 194 24952469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 47 -
One Way ANOVA between the salience of evaluative criteria and golf club purchasing experience
ANOVA
3980 4 995 1828 125106175 195 544110155 199
2304 4 576 1468 213
76491 195 392
78795 199
2816 4 704 771 545177979 195 913
180795 199
3500 4 875 1219 304140000 195 718143500 19913162 4 3291 3582 008
179158 195 919192320 199
1699 4 425 1437 22357656 195 29659355 1992480 4 620 673 612
179675 195 921182155 199
619 4 155 356 83984776 195 43585395 1991402 4 351 1044 386
65473 195 33666875 1991296 4 324 734 570
86124 195 44287420 1996121 4 1530 2650 035
112599 195 577118720 199
2987 4 747 1102 357132168 195 678135155 199
3443 4 861 1462 215
114777 195 589118220 199
1925 4 481 830 508113070 195 580114995 199
1429 4 357 611 655114071 195 585115500 199
2427 4 607 1606 17473653 195 37876080 1996328 4 1582 2852 025
108152 195 555114480 199
Between GroupsWithin GroupsTotalBetween GroupsWithin Groups
Total
Between GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween Groups
Within GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The brand is popular in themarket
The brand has goodreputation on golf clubsperformance
The brand shows an elegantand high-class image
The brand is hot amongprofessional golfers
The brand is endorsed byyour favorite golf player
The club can be control easily
The club can improve theweaknesses of your skill
The club can improve yourhitting performance
The club can provide yougood hitting feeling
The club matches for yourskill level
Friends recommendations oradoptions
Salesmens recommendations
Golf magazine articlesrecommendations
Golf websitesrecommendations (excludemanufacturers officalwebsites)Manufacturerss introductionfor the club (includeadvertisment and officalwebsites)You have chance to test theclub
The club has a good slaesfigure
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 48 -
ANOVA
7913 4 1978 2413 050159882 195 820167795 199
3158 4 789 968 426158997 195 815162155 19916930 4 4233 4461 002
185025 195 949
201955 199
1725 4 431 670 613125455 195 643127180 199
2754 4 688 1613 17383246 195 42786000 1993982 4 995 1146 336
169373 195 869173355 199
557 4 139 169 954160798 195 825161355 199
781 4 195 316 867120574 195 618121355 199
3490 4 872 2170 07478385 195 40281875 1991000 4 250 731 571
66680 195 34267680 19912513 4 3128 4657 001
130987 195 672143500 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
The club has a goodappearance
The club is the latest model
The club has a compresiveseries set (ie the club setoffered in whole seriesincluding driver fairwaywood iron and putter)
THe price of the club
The club is vale for money
The club has good re-salevalue
Comprehensive maintenanceservice is provided
The club applied the latesttechnology
The materials of the shaft
The materials of the club head
The durability of the club
Sum of Squares df Mean Square F Sig
ANOVA
3792 4 948 2624 03670448 195 36174240 199
353 4 088 369 83046607 195 23946960 199
823 4 206 951 43542148 195 21642971 1996335 4 1584 3239 013
95360 195 489101695 199
377 4 094 324 86256678 195 29157055 199
816 4 204 770 54651653 195 26552469 199
Between GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotalBetween GroupsWithin GroupsTotal
brand
functions
information
style
value
techlonogy
Sum of Squares df Mean Square F Sig
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 49 -
The means and ranking of the salience of evaluative criteria based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
1 390 10 391 10 387 11 343 14 378 132 429 3 417 5 409 7 396 10 394 83 314 22 291 24 300 21 254 26 272 254 348 15 330 18 309 19 282 22 300 215 310 23 300 23 277 25 232 28 239 276 438 1 436 2 441 1 439 3 439 47 362 12 395 9 393 10 372 12 382 128 414 6 419 4 420 4 425 8 417 59 419 5 438 1 433 2 454 1 450 110 414 6 420 3 419 5 432 5 444 211 357 13 356 15 332 17 339 15 317 1912 286 26 277 27 270 26 243 27 256 2613 329 20 327 20 307 20 311 19 317 1914 310 23 308 22 288 23 286 21 322 1715 243 27 273 28 262 27 257 25 283 2416 390 10 405 7 412 6 439 3 444 217 343 17 330 18 317 18 329 17 322 1718 425 4 348 16 336 16 279 24 300 2119 338 16 323 21 299 22 432 5 389 920 300 25 289 25 258 28 282 22 233 2821 400 9 373 12 368 12 361 13 367 1422 438 1 413 6 428 3 432 5 389 923 238 28 284 26 286 24 304 20 294 2324 325 21 334 17 341 15 329 17 361 1525 338 17 369 13 359 13 346 2 383 1126 350 14 389 11 393 9 407 9 417 627 338 17 400 8 399 8 396 10 400 728 413 8 363 14 358 14 336 16 333 16The means and ranking of the salience of evaluative criteria group based on golf age Evaluative
Criteria
Less than
1 year Rank 1 ndash 2 year Rank 3 ndash 4 year Rank 5 ndash 6 year Rank More than 7
year Rank
Group 1 358 3 346 4 336 4 301 5 317 5 Group 2 410 1 422 1 421 1 419 1 424 1 Group 3 323 6 325 5 313 5 315 4 323 4 Group 4 342 5 320 6 294 6 293 6 294 6 Group 5 356 4 351 3 355 3 356 3 353 3 Group 6 362 2 380 2 377 2 371 2 383 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 50 -
The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
1 367 14 393 8 381 9 376 11 373 12 375 132 417 5 419 5 404 7 410 8 400 6 414 63 283 25 309 23 295 24 283 24 259 24 271 224 317 20 345 17 312 21 290 22 295 19 300 205 300 23 309 23 289 26 266 27 241 26 229 286 433 1 441 1 432 2 438 1 445 2 443 27 417 5 379 11 377 10 383 10 382 9 386 118 417 5 428 3 414 6 417 6 423 3 414 69 433 1 429 2 439 1 431 3 450 1 450 110 433 1 428 3 423 4 424 4 418 4 414 611 400 9 352 16 347 14 328 16 314 17 336 1612 283 25 288 26 261 28 269 25 232 27 268 2413 317 20 338 19 319 19 317 19 295 19 286 2114 333 17 314 22 304 22 300 21 286 21 264 2515 250 28 272 28 270 27 269 25 245 25 254 2716 400 9 389 10 416 5 424 4 418 4 432 317 317 20 343 18 337 17 324 18 382 9 307 1818 400 9 355 14 346 15 328 16 305 18 321 1719 300 23 317 21 318 20 290 22 277 23 304 1920 350 14 295 25 291 25 252 28 218 28 264 2521 433 1 378 12 358 12 359 13 364 13 389 1022 417 5 419 5 425 3 434 2 386 8 425 423 267 27 278 27 296 23 303 20 286 21 271 2224 333 17 329 20 340 16 359 13 332 15 339 1525 383 12 366 1 356 13 369 12 345 14 386 1126 350 15 391 9 377 10 414 7 391 7 414 627 333 17 397 7 389 8 410 8 377 11 421 528 383 12 372 13 337 17 355 15 323 16 375 13The means and ranking of the salience of evaluative criteria based on golf facilities usage rate per month
Evaluative
Criteria
1 time or
less Rank 2 ndash 3
times Rank 4 ndash 5
timesRank 6 ndash 7
timesRank 8 ndash 9
times Rank 10 times
or moreRank
Group 1 337 4 355 3 336 4 325 4 314 5 318 4 Group 2 427 1 421 1 421 1 419 1 424 1 421 1 Group 3 328 6 359 4 322 5 319 5 296 4 307 5 Group 4 350 3 322 6 318 6 293 6 267 6 296 6 Group 5 363 2 351 5 355 3 364 3 342 3 356 3 Group 6 337 4 381 2 365 2 387 2 359 2 399 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2
Understanding the Choice Criteria of Golf Clubs Leung Chi Hang (02007034)
- 51 -
The means and rank of relative importance of evaluative criteria based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
1 425 4 382 11 388 11 347 13 373 112 438 1 412 5 408 7 382 9 423 53 338 17 287 25 295 23 271 24 282 234 338 17 330 19 309 21 282 21 300 205 338 17 383 10 393 10 229 27 232 276 438 1 431 2 447 1 459 1 432 17 413 7 378 12 382 12 359 10 400 88 425 4 415 4 427 5 424 6 414 69 400 9 439 1 440 2 447 2 432 110 400 9 417 3 432 3 429 5 427 411 375 14 357 16 328 19 329 14 314 1712 300 23 277 27 258 28 247 26 264 2513 275 26 329 20 308 22 306 17 314 1714 300 23 308 23 292 24 276 22 305 1915 238 27 268 28 272 27 253 25 255 2616 387 13 408 7 415 6 435 4 432 117 350 15 329 20 340 17 300 19 286 2218 425 4 341 17 335 18 306 17 341 1319 338 17 309 22 313 20 276 22 291 2120 300 23 298 24 277 26 218 28 223 2821 400 9 376 13 367 14 353 12 364 1222 438 1 412 5 430 4 441 3 405 723 238 27 284 26 292 24 318 16 277 2424 325 22 338 18 345 16 329 14 336 1525 338 17 360 15 368 13 359 10 359 1326 350 15 385 9 407 8 406 7 391 927 388 12 391 8 407 8 394 8 391 928 413 7 368 14 353 15 288 20 336 15The means and ranking of the salience of evaluative criteria group based on the golf club purchasing experience Evaluative
Criteria
No
experience Rank 1 ndash 3
times Rank 4 ndash 6
timesRank 7 ndash 9
timesRank More than
10 timesRank
Group 1 375 2 337 4 341 4 302 5 321 4 Group 2 415 1 416 1 425 1 424 1 421 1 Group 3 318 6 325 5 316 5 307 4 310 5 Group 4 354 4 316 6 308 6 267 6 285 6 Group 5 350 5 353 3 358 3 362 2 345 3 Group 6 372 3 376 2 384 2 362 3 369 2