지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.4
- 수록면
- 587 - 599 (13page)
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초록· 키워드
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The purpose of this study was to analyze and reveal the effects of the decision making factors on the purchase of golf goods in oder to suggest some hints of marketing strategy of the golf goods manufacturing-selling companies. The decision-making factors for the customer’s purchase according to gold-goods brand image were theoretically examined while 364 golf course users in the area of In-Cheon respond for a questionnaire on a direct interview method. To analyze the differences of domestic and foreign brand, T-test were examined. Also, for analysis of brand image differences, Independent T-test and ANOVA were examined. For a statistical verification, examination is done in 5 percentage of significant level. The Following sums up the findings: 1. The factors the consumes consider in their purchase of golf goods(like drivers, iron sets, putter, etc.) are functionality shops, showing off, model groups, and credibility, therefore, the golf-goods manufacturers and sellers need th approach the market base on the close examination of these factors. 2. Each purchaser contained a different attitude to respond to diverse factors. Those who are higher in the number of roundings, golf career, golfing ability, and household in the number of roundings, golf career, golfing ability, and household income had the tendency to consider expensive goods, famous products, and fashion. Those with lower golfing career and capability tended to think high of the model group. Also, the aged consumers were likely to consider the company’s credibility first.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2013-692-000608123