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This study aimed to identify how customers estimate golf club brand by golf club choice determinant and which brands are recognized as the same quality by using MDS (multi-dimensional scaling) understanding the position of graphs which is based on the image attribute. Data had been collected from March 22th to April 30th in 2010 for 40 days in Seoul, Gyeong-gi, Busan and Gyeong-nam. we chose 2 golf practice ranges in each region (total: 8 ranges) targeting members 400 questionnaires were distributed and 382 were used for this study. Investigation instruments were used 8 factors which is relatively important golf club choice determinant(price, advertisement, reputation, colour, design, popularity, quality and practicality) when the customers choose golf club reliability coefficient was α=.849. The ways of analysis are PROXCAL analysis technique and Multiple Regression Analysis of MDS. As a result of this study, Titleist, Callaway and Taylormade are in competition and Nike and Mizuno are in competition and Dunlop and Bridgestone are in competition. In addition, We analyze the result based on similarity distance matrix, Taylormade and Nike are in a high positioning in price factor of golf club choice determinant and Titleist is the highest positioning in choice determinant without regarding price.