ABSTRACT
A Study of Consumer Behavior for Golf Practice Range Marketing
Kim, Soo Young
Department of Exercise and Sport Science
Graduate Scool Ewha Womans University
The purpose of this study was to examine decision making factors for Golf Practice Range Center consumer.
The sample was drawn from 586 Golf Practice Range consumers in Seoul in 1999.
A questionnaire was composed of the following categories: People's general informations(sex, age, education level, marriage, job, income), personal factors(Purpose to use, career, frequency, exercise quality, select motivation, transportation, important factor to select Golf Training Center), marketing mix(product or service, price, place, promotion, person, process), consumer satisfaction.
The primary statistics employed for data analysis were Descriptives , One-Way ANOVA, Multiple Regression, Multiple Correlation.
Based on the result of study the following conclusions appear to be warranted:
1. Personal factor has a partial effect on consumer satisfaction.
exercise quality, select motivation, important factor to select Golf Training Center were significantly different, but Purpose to use, career, frequency, transportation were not.
2. Marketing mix(product or service, price, place, promotion, person, process) has a effect on consumer satisfaction.
4. Each marketing mix(product or service, price, place, promotion, person, process) and consumer satisfaction have a correlation.
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