Interview 1: George, Age 32, 11 Handicap(Intermediate Level Golfer)
Me: So George, when you're shopping for a new set of golf clubs(irons specifically), how exactly do you do your shopping?
George: Generally, I like to find a high-end set of clubs for the best price possible. I'll typically go to multiple well-known sporting/golf goods store such as Dick's or Edwin Watts. From there, I'll find the newest model available with the specs that I want and will then ask them to show me the previous year model of the exact same clubs.
Me: So other than price and quality, are there any other factors that you consider?
George: There is a certain style of club that I look for. Being an intermediate player, I want something with good feel, but also some forgiveness for the mishits as well. I've found that the top three brands of irons that can do this for me are Titleist, Taylormade, and Mizuno.
Me: So feel and forgiveness are the two factors that you would consider the most important to you in the mid-level skill segment of irons?
George: Yes, no doubt.
Me: Do you always go to one of those stores or do you ever order anything online?
George: I always like to go in person because I feel that I can better evaluate the quality and specs of what I'm trying to find. Also, I like to get my clubs custom fit to my body, swing type, etc... so that I can trust my equipment will never be a factor when I'm not hitting the ball my best. Obviously, if they have what I need but not in stock, I will order them with the custom fit specs and have them delivered to where I live.
Me: Do you always purchase outright with either cash or card, or have you ever financed a set of irons?
George: I generally always just purchase them outright. However, I do have friends that have financed clubs before.
Me: After you buy a set of clubs, what helps you justify that you made the correct purchase? By this, I mean what makes you feel that it was fair? What makes you feel that it was a good idea?
George: In regards to it being a good idea, I generally wait 5-6 years to get a new set of clubs. This is because I play enough to where by this point, the clubs have undergone significant wear and tear. Also, golf technology usually goes through a noticeable transformation during this general time frame. I know that if I want a new set of clubs before this that it's not necessarily something I need and will control myself. Furthermore, I make sure that I can more than afford the clubs so that I don't have to worry about any financing. In regards to the purchase feeling fair, I always do my research on the 2-3 sets that I narrow down before I actually go to any stores. This way, I have an idea of the general price range and will know if the salesman at the store is trying to be unethical to make a quick dollar. Finally, I always find myself looking up YouTube videos of reviews on the set of clubs to justify my purchase. I do this pre-purchase as well as part of my research. The only difference is that I always watch the videos post-purchase after I've actually tried them out at the course. Most of the time, I feel like I do a good job!
Me: Wow George, that was a great answer! I really appreciate it. Finally, has there ever been a time where you weren't satisfied with you purchase?
George: Yes, unfortunately. Once when I was younger/just picking up the game, I got ripped off on a set of irons. The salesman sold them to me at well above market price, and they weren't even good quality! I can't even remember the brand name. That's when I learned to do my preliminary research, as well as to always shop from a reputable sporting goods store!
Me: Well George, I'm glad to hear that you've pinned this process down to a science. Thanks for talking to me today.
George: No problem Max, anytime.
Interview 2: Jake, Age 27, 2 Handicap-Scratch(Advanced Golfer)
Me: Hey Jake. When you're shopping for a new set of clubs(irons specifically), how do you generally do your shopping?
Jake: At this point, I'm very brand loyal to Titleist. So much so that I go out to California every 3 years to get custom fit at their national facility.
Me: So you've already segmented your purchase to a specific style, quality, price, etc...?
Jake: Oh yes. I know exactly what I want/what I'm getting every time.
Me: Do you always pay for your clubs outright? Or do you ever finance them?
Jake: I always purchase them at the facility.
Me: So in terms of a post-purchase evaluation, it's insignificant to you at this point since you get the same product every time?
Jake: Exactly.
Me: Well Jake, that interview was short and sweet and gave me all the data I need. Thanks for dropping by!
Jake: Anytime Max!
Interview 3: Anita, Age 23, Novice Golfer
Me: Hey Anita. Have you ever bought a set of golf clubs?
Anita: No. I've only been to a golf course twice in my life and just borrowed the clubs my friend has.
Me: I understand that you're in the market for a set, is that correct?
Anita: Yes.
Me: I'm going to assume you will be looking for a beginner set, one that includes everything from a driver to putter, correct?
Anita: I guess so... If that's what you're recommending! Haha!
Me: I feel that would be best, yes! Most of these clubs come of a similar quality, generic branding, and similar styling as well. They are all roughly the same price as well. However, you can choose to get a name brand beginner set from a company like Callaway. It will just be a little more expensive and maybe a little higher quality. What do you think you would choose?
Anita: I think I would go with one of the generic sets. I'm not really sure if I'm going to get super into golf at this point to be honest, yet I want a decent set for when I do go.
Me: That makes perfect sense Anita. Now where do you think you would buy a set like this?
Anita: I've seen some really good deals online. Like I said, I just want a decent set at this point for the best price. So I'd probably buy off a site like Amazon.
Me: Do you think you'll be too concerned with the post-purchase evaluation stage of your clubs?
Anita: Honestly, as long as they don't arrive broken, no. I feel that I'll need to work on my game(aka consistently get the ball in the air, lol) before I can make an accurate evaluation of a set of clubs.
Me: That makes perfect sense Anita. Practice hard! I promise you, this is truly a humbling game.
Anita: Thanks Max, I appreciate it!
Findings:
As you can see, there is a direct correlation between the skill level of a golfer and the seriousness of his or her purchase behavior towards a new set of clubs.
Conclusions:
Based off these findings, I can conclude that there is a market for high end golf clubs at a far discounted price than what is considered "par." Even though the alternative evaluation, purchase decision, etc... differ from golfer to golfer based on their skill level, it is undeniable that regardless of skill, everyone wants to pay less for a set of clubs. Even Jake- although his ego from being so good and having sufficient wealth may not want to admit it. I'd rather just take the hit and make a meager profit for the betterment of the golfing community in the long run...
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