The Examination of Factors that Affect Males' Purchase Decisions

Open Access
Author:
Balogh, Christopher F
Area of Honors:
Recreation, Park, and Tourism Management
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Deborah Lee Kerstetter, Thesis Supervisor
  • Andrew Justin Mowen, Honors Advisor
Keywords:
  • purchase decisions
Abstract:
As technologies within the golf industry continue to evolve so too do apparel and equipment, resulting in a never ending supply of new products. Thus, it is vital for PGA Golf Professionals and golf retailers to understand what influences consumers, especially males, to purchase golf-related products. In this study I examined the factors that influence males’ decision to purchase one type of golf product—golf shirts. A random sample of male students enrolled in the Pennsylvania State University’s PGA Golf Management Program participated in a series of focus groups to determine which factors influence their decision to purchase golf shirts. Results indicated that “brand” was the most important factor, especially when reviewed in combination with other factors such as fit, color, fabric, price and trends. In addition, when asked specifically about the importance of fabrics, colors, and brands, respondents indicated that they also influence purchase decisions and will continue to do so in the future.