The National Allied Golf Associations (NAGA) have released a Canadian Golf Consumer Behaviour Study aimed at helping the Canadian golf industry to better understand the current state of golf in Canada as well as factors that influence the behaviour of consumers as they relate to golf.
The purpose of conducting the Canadian Golf Consumer Behaviour Study was to gather insights and intelligence that can enable the National Allied Golf Associations (comprised of the National Golf Course Owners Association Canada, the PGA of Canada, the Canadian Society of Club Managers, the Canadian Golf Industry Association, the Canadian Golf Superintendents Association and Golf Canada) as well as the Canadian golf industry to better understand consumer behaviour characteristics in Canadian golf; uncover actions which offer an opportunity to sustain the game in Canada; and improve on factors that impact consumer behaviour as it relates to golf in Canada.
As a resource document, the Canadian Golf Consumer Behaviour Study provides a measure of research related to the Canadian golf industry which is rooted in statistical-based facts. The ultimate goal of the study is to provide statistical and predictive insight that can serve as a learning resource for the Canadian golf industry as it works to better understand factors that have a positive and negative impact on Canadian golf consumer behaviour.
"As an industry, we believe it is critical to have an understanding of our golf consumers and the factors that impact their behaviour characteristics," said Ken Cousineau, Executive Director of the Canadian Golf Superintendents Association and Chair of NAGA. "Collectively as NAGA partners and as individual associations, the study brings forth insightful intelligence that could aid the industry's efforts to reinforce positive consumer behaviour and work to change negative behaviour. As industry leaders, the study helps us to understand why consumers make the choices they make."
The Canadian Golf Consumer Behaviour Study was conducted on behalf of NAGA by NAVICOM, a scientific firm which specializes in delivering intelligence that focuses specifically on deciphering choice.
"The purpose of statistics is to be able to draw inferences about a population from a sample with a measure of goodness – reliability, credibility and usability – attached to those inferences," said John Pulley, President of NAVICOM. "In order to impact the 'who, what, where, when and how' related to consumer behaviour, one needs to understand the 'why'. Golf consumers have many choices when it comes to their level of engagement with the sport. Knowing what segments exist and how the people in those segments make choices enables the industry to get out in front of the change curve and develop strategies aimed at impacting consumer behaviour."