earticle

영어

The purpose of this study was identify The Relationship between Golf Club Marketing Mix factor and Psychological factor and Consumer Behavior. In order to achieve this purpose, data collection was selected from members of golf club in the Seoul, Kyunggi, Gangwon do area by the stratified cluster random sampling method.
The following result were obtained:
Fist, Psychological factor, consumer behavior differs statistically and partially according to socio-demographic variable of members. Gender and golf career differed significantly and the frequency in use didn't differ.
Second, Price, place and product of marketing mix factor of golf club statistically and significantly influence psychological factor and consumer behavior.
Third, Psychological factor and significantly influence consumer behavior.