Science and Golf II: Proceedings of the 1994 World Scientific Congress of Golf

By A. J. Cochran; M. R. Farrally | Go to book overview

56

The golf equipment market 1984-1994

S.K. Proctor

Sports Marketing Surveys Ltd, Byfleet Business Centre, Chertsey
Road, Byfleet, Surrey, UK

Abstract

Since 1984 Sports Marketing Surveys Ltd has conducted about 10,000 interviews each year with regular golfers in the UK. During this period we have also carried out an equipment census of competitors at the Open Championship and major events on the PGA European Tour.

This paper demonstrates the major trends in the equipment market over this period and shows that the amateur equipment market does not always reflect the equipment in vogue on the tour. Some forecasts for future trends in the equipment market are made.

Keywords: Driver Head Type, Driver Shaft Type, Iron Head Type, Iron Shaft Type, Golf Ball Construction, Future Trends.


1 Introduction

Every year since 1984 Sports Marketing Surveys Ltd has carried out golf equipment research amongst both amateur and professional golfers. We interview 10,000 amateur golfers each year at golf courses throughout England, Scotland and Wales. The questions asked have been kept broadly comparable over the years. This paper shows some of the main trends and suggests a few future forecasts.

To cover professional usage, we carry out an equipment census each year at 12 events on the PGA European Tour and the Open Championship. In order to reflect the most international of these fields, we have chosen the results from the Open Championships to use in this paper.

It is interesting to compare the amateur and professional games. The professionals are used widely in product advertising but there is no clear pattern between professional usage and amateur product acceptance. We have used recent purchases in the amateur game rather

Science and Golf II: Proceedings of the World Scientific Congress of Golf. Edited by A.J. Cochran and M.R. Farrally. Published in 1994 by E & FN Spon, London. ISBN 0 419 18790 1

-369-

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