Patron preferences for features offered by licensed clubs.

Licensed clubs in Australia offer a range of types of hospitality, gambling and entertainment. Increased competition is forcing them to reappraise features or attributes of their products in order to ensure that they are marketing the right mix of features to their patrons, both club members and visitors. Uses conjoint analysis in order to examine the utility obtained by patrons from alternative types of food and beverage service, gambling and entertainment at two major clubs. The study indicates value differences between clubs, and between patron groups, providing a basis for segmentation. The findings lead to indicators for club marketing strategy.