The Purchase Tendencies According to Male Golfer's Life Style - Focused on Gyeongnam -

남성 골퍼의 라이프스타일에 따른 구매 성향 - 경남지역을 대상으로 -

The aim of this research is to investigate the demographic characteristics of the purchase tendencies and shopping trends amongst female golfers and how these are influenced by their life style and to analyse their selection criteria for purchases of golf-related items. The research methodology was through the use of questionnaires, completed by female golfers in Gyeongnam. The results are as follows: life style trends of male golfers were analysed to be categorized into one of the following: the shopping-addicted, fashion-conscious, rationalist and family oriented spenders. The characteristics of these categories are described as one of the following: utilitarian-complacent, rationalist, self-worshipping, inconsiderate. The demographic characteristics showed notable variations only in age differences. The obtained results show that the influences of the variables are minimal and there was no notable correlation. Significant differences were observed from one life style group to another, in selection criteria for purchase, which mainly depended on style, design, colour, pattern, designer-label, co-ordinated looks, similarity, ease of maintenance and functionality. Comparisons were made between the previously categorized life-style-groups and notable differences were present in such characteristics as ostentatious, trendy, aesthetically pleasing and functional.