Scoop Image Works | Marketing Research

Humanistic Approach - Subcultures of Consumption Within
Golfing Phenomenon

Characteristics of a subculture of consumption include a unique set of values or ethos, jargon, rituals and hierarchical structure. The interest is whether there are patterns of behavior that can help determine what motivates these individuals and generates interest and consumption because of the relationship with the culture.

The scope and hypothesis of the research revolved around understanding a core set of values for the consumer phenomenon of women golfers, age 50 and above, and included primary (interviews, observation) and secondary research.

Conclusion
In conclusion, most marketing for golf consumption is relegated to the perception that golfers are an economically-privileged group where brand identity is upper echelon and ego-based. It is generally a statement about wealth and status in a community.

In reality, golfers may fall into subcultures that warrant a very different approach that addresses the values and motivations behind the core psyche of the golfer as identified in the study. The ethos for each subculture is very different than the customary elitist focus generally seen to target golfers.

Any golf-related product or service could find value in targeting their messaging to the identified profiles. Whether it is equipment, clothing, choice of golf course or golf vacations, this study provides valuable insights into the deeper meaning of golf and how golfers view golf consumption.