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WHO DO YOU TRUST?

 GLF_Stix_logo   June 25, 2014…Pyramid power: Golf Datatech says consumers are swayed by club pros more than tour players.  Tour pros may get big endorsement deals from equipment manufacturers, but when it comes to who influences consumer decisions about the clubs they buy, it’s the club pro who matters more.  That’s one finding in a Golf Datatech report on the industry’s Pyramid of Influence. In the June study of more than 3,000 serious golfers, 50 percent said they agreed with the statement: “What products are played on tour really doesn’t affect me because I don’t play the same game as they do.” By contrast, 64 percent agreed with this statement: “I have a high regard for the opinions of club professionals pertaining to golf equipment.” Furthermore, 66 percent said they would try a product solely on the recommendation of their club pros. Of course, the tour is still valued; 78 percent of serious golfers agreed the new technologies used on tour help manufacturers build better equipment for their games. —Mike Stachura