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Within the premium golfing market, of course, there may be some sales, and some competition within the segment locally. Stores may offer sales on notable luxury items at the end of the season, to clear their inventories, but the cache of the brand will help to ensure that this type of competition does not totally dilute the value and reputation of the item. Within luxury segments, manufactures must be careful to avoid brand dilutionfor example, if a high-end brand offers a lower-end version of its product line, it might unintentionally drive customers away, because the customers want the social as well as the quality value accorded to the brand. Some golf stores may avoid selling lower priced goods, even if they can sell at a larger volume, to ensure that customers that spend a great deal of money feel that the store suits their image and needs. Within the context of a luxury store, if the prices of the clubs, tees, and balls begin to drop and corrupt the elite allure of the store, the core base of customers may be lured away. For some golfers, the ability to be able to afford to golf, and to pay premium

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