Introduction The aim of this presentation is to analyse consumers’ buying behaviour regarding golf clubs by evaluating in greater depth their personality and its impact on their purchase decision. As marketing consultants, we conducted a research in the golf industry choosing six representative brands as following: Titleist, Callaway, TaylorMade, Nike, Adidas and Bridgestone. By evaluating these companies, we gained an insight into customers’ attitudes when a golf club is purchased being able to…
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