Like many of its competitors, Callaway is increasing its demo day presence in 2001. Product trials aren't limited to clubs. This year, you also might be greeted at the course by ball company reps handing out sample packs. And if you visit company Web sites at the right time, you'll be offered free trial packs in exchange for answering a survey. Of course, manufacturers place ads in golf magazines and on television as a way of reaching you when you're in a golf frame of mind.
Price is also a big factor in determining what people buy.
Some lesser-known brands see that as an opportunity. Consumers like to feel that a product fits their self-image, Fortis adds. No matter which clubs you decide on, you still may be swayed elsewhere. Salespeople at off-course golf shops often receive incentives from manufacturers to sell their clubs. It also details every club played on the major Tours last year, but not which clubs individual pros used.