Competitividade e Segmentação o Caso do Golfe em Almancil

Abstract

Humans only consume what they are motivated to consume. The motivation or choice of a specific product is conditioned by the image the consumer has of that particular good or service. An image or brand transmits its attributes and these simultaneously become a factor of differentiation which permits market segmentation as well positioning within the consumer’s mind. The image a golfer may have of a golf destination is an enigma to most executives. This article evaluates the way golfers perceive golf destinations based on the attributes which constitute the product. It has proven that golf players use a low number of characteristics in order to attribute positions to the golf courses. Once the predominant attributes used to form an image of the course were identified, the analysis was complemented by measuring the characteristics of rival golf destinations. Spain, the golfer’s country of residence, the Lisbon coast, Morocco, Turkey and Tunisia were all identified as rival golf destinations. Supported by primary data, obtained through a questionnaire put forth to golfers, the analysis is corroborated by multivariate statistical techniques of which Perceptual Maps can be discerned. Thus we conclude that Almancil is consistently positioned within the golfer’s minds as having clear competitive advantages when compared to rival destinations. For those who regularly play at this destination the competitive advantages of Almancil are the quality of the courses and their maintenance.