Between 2008 and mid-2011 the putter market contracted substantially in both units and dollars. The lack of any significant growth in sales of the “most used” club in the bag has become a concern to manufacturers.
The study uses Golf Datatech’s exclusive database of Serious Golfers to develop insights into the current state of the putter marketplace with responses from 2,000 serious golfers via the online study.
The study gains insights into the consumer’s current perspectives on the putter market, including but not limited to:
- Is the current sales malaise due to a perceived lack of product innovation and technological breakthroughs?
- Have higher prices (Average Selling Price of Putters are up 50% over the past decade) negatively impacted consumer demand during these difficult economic times?
- Has there been a significant shift in channel importance in putters? With the increased importance of the sporting goods channel have serious golfers changed their purchase behavior on putters?
- What “triggers” the desire to purchase a new putter? How important is technology? The Tours? Alignment? Feel? Design?
- Which brands are positioned to benefit the most from the possible recovery in golf equipment sales?