Conclusion chapter for dissertation - Essay Example

Download file to see previous pages The study sought to analyse the general demographic profile of the golf players through a critical analysis of certain characteristics which include age, frequency of playing golf, household income as well as establishing whether the purchases were made by self or others. The behaviour of players with regards to their preferences as well as frequency of their purchases with regards to the value of Nike Golf Drivers were used as the yardsticks to measure the most important qualities sought after in a golf driver by the players.
In view of the rising to prominence of golf in Thailand and the booming of the industry, the government has thrown its weight in supporting the development of the Golf industry in Thailand so intensely that it is already involving huge amounts of money and tourists have also recognized Thailand as a Golf tourist destination. It is against this background that Nike has realised a niche in this fertile industry and has sought to craft techniques to be in advantage. However, it has been noted that golf clubs have short lived lifecycles hence the need for manufacturers to constantly research on new technological innovations that would appeal to the consumers. This was thought to be the problem for management of products within their short life cycles. Thus, an important inquiry needs to be addressed if Nike is employing the correct strategy with regards to influencing consumer behaviour in this seemingly lucrative industry.
Overally, the study sought to establish the consumer buyer behaviour with regards to the effects of demographic profiles on the purchasing decisions such as the effect of household income on the price of the golf driver bought, the effect of age and frequency of playing golf on quality preferences and the effect of Nike Golf Driver ‘offer sales’ on the purchasing behaviour of golf players. The study also sought to ...Download file to see next pagesRead More