SKI TOURING REPORT
TEAM 11
FRIÐRIK BJÖRNSSON, MARGARITA STOHLER,
MARIANN ANGYAL, CHIARA ALLERA ,
SASKIA VAN WIJK & VALERIATREVISAN
AGENDA
Introduction
Methodology
Main Results: - Consumer profile
- Practice habits
- Buying habits
- Boots & bindings
- Conclusion
Recommendation
Appendix
METHODOLOGY
Sphinx
Questionnaire with about 700 responses
Data analysis with statistical techniques:
T-test
ANOVA
Cross tables (Chi square)
Regression
INTRODUCTION
France
Switzerland
The Netherlands
RESULTSConsumer profile
Gender per country
70% 78% 60%
30% 22% 40% Switzerland:
46 – 50 yearsFrance : 66 -70 years
The Netherlands: 61 – 65 years
RESULTS
Practice habits
1.1
Practice days
1.2
On pist practice
goals
1.3
On or Off
pist
1.4
Off pist
routes
1.5
Going up or down
France5-50 day, no
clear majorityLeisure & fitness Off pist Medium Both
Switzerland21-50 or
>51 Fitness & go fast Off pist
Medium &
hardBoth
Netherland<5 or
5-10 Leisure Both Medium Down
RESULTSPractice habits –Type of touring
France
Ski running
On pist touring
Alpine prog 1
Adventure touring
Freeride touring
Alpine prog 2
Switzerland
Ski running
On pist touring
Alpine prog 1
Adventure touring
Freeride touring
Alpine prog 2
The Netherlands
Ski running
On pist touring
Alpine prog 1
Adventure touring
Freeride touring
Alpine prog 2
RESULTS
Buying habits
Switzerland
Annual Budget
• 800+
Where they buy
• Specialized stores
Information
• Athletes
France
Annual Budget
• 500 +
Where they buy
• Specialized stores&chains
Information
• All means
Netherlands
Annual Budget
• 500 -
Where they buy
• Specialized stores& Online
Information
• Ads
RESULTS
Boots
Specific Boots:
People from Switzerland prefer owning a special pair of boots
for touring.
The Dutch, however, prefer more adaptable solutions.
RESULTS
Boots Overall satisfaction:
In Switzerland the people are most satisfied with their boots. On
second place there comes the French participants and third the Dutch
people.
Limitations: Difficulties in translation and interpretation of the open
ending questions
RESULTS
Boots
France
• Rigidty front/ rear
• Robustness / Durability
• Lightness
• Trajectories
• Homogenoushold
The Netherlands
• Comfort
• Protection
• Trajectories
• Lateral support
• Rigidity front / rear
Switzerland
• Comfort
• Lightness
• Range of motion
• Functionswitch
• Rigidty
RESULTS
Boots
Regularfootroll
Adjusted lock off
Function
switch
WalkabilityLightness
RESULTS
Boots
Overall satisfaction = 4,59 +0,44*Comfort +0,39*Control of
trajectories+0,30*Adjusted lock off-0,30*Colors matching
Overall satisfaction = 4,59 +0,96*Comfort -0,84*Control of
trajectories+0,51*Adjusted lock off-0,54*Colors matching
The Netherlands
France
RESULTS
Bindings
6,91
5,215,02
6,59
ON PIST OR OFF PIST UP OR DOWN
Special bindings Same bindings
RESULTS
Bindings
60
155
2721 21
123
FRANCE SWITZERLAND NETHERLANDS
Special bindings Same bindings
RESULTS
Bindings
CONCLUSION
Ski touring practice in the different countries
• Switzerland and France are similar
• The aims are fitness and racing
• The netherlands are different
• The aim is leisure
Profile: are there different requirements by males and females or different age groups?
• NO relevant differences among males and females in the three countries.
• NO relevant differences among different age groups.
Buying habits: are there relevant differences?
• Swiss practitioners spend more annually compared to French and much more compared to Dutch.
• Swiss practitioners need more detailed information about equipment, French do not have particular preferences while the Dutch rely on advertisement.
• In the three countries buying in specialized stores is prefered, but there is a new growing trend in Online purchasing in France and a trend of buying in big sport chains in the Netherlands.
Equipment: is the type of touring influencing the practitioners needs?
• France and Switzerland are similar
• Practitioners need specialized and differentiated equipment
• The Netherlands are different
• Practitioners use the same equipment for different kind of touring
RECOMMENDATION
• Guided tours • Partnership with
holidayorganisations
• Lower price• Easy to travel with (bag)
Product Price
PlacePromotion• Ski touring on
different routes
• Special guided routes
• Price- qualityrelation
• Diversification
• Individual features
Product Price
PlacePromotion
APPENDIX
Objective 1: Is the ski touring practice different
according to the country the consumer is from?
Hypothesis:
H 1.0: There is no difference between the countries
regarding for how many days they practiced ski touring
in the past 12 months
H 1.1: There is a difference between the countries
regarding for how many days they practiced ski touring
in the past 12 months
Variables: Country (Nominal) & NUMBER OF
PRACTICE DAYS (Nominal)
Test: Crosstable
Reason: More usage means purchase
APPENDIXH 1.1 is true; there is a difference between the countries
regarding for how many days they practiced ski touring in
the past 12 months.
France: Ski tourers from France have no clear majority in
practice day, but we can see that there is a similar trend in
going to ski touring between 5-10, 11-20 and 21-50 days.
Switzerland: Most people in Switzerland prefer go ski
touring between 21 and 50 days or over 51 days.
Netherland: People from the Netherlands prefer practice
ski touring between 5-10 days or less than 5 days.
APPENDIXHypothesis:
H 1.0: There is no difference between the countries regarding the participant’s goals while touring off pist
H 1.2: There is difference between the countries regarding the participant’s goals while touring off pist.
Variables: COUNTRY (nominal) & ON PIST PRACTICE (nominal)
Test: Crosstable
Reason: If there is a difference by countries, customers are influenced differently by marketing activities, which affects the marketing strategy. Better advertisements in each country.
H 1.2 is true; there is a difference between the countries regarding the participant’s goals while touring off pist.
France: Most of the ski tourers have the goal of fitness,
followed by the aim of leisure.
Switzerland: Most of the ski tourers have the goal of fitness, followed by the aim of going fast.
Netherland: Most of the ski tourers have the goal of leisure, because they usually go abroad for ski touring in the frame of holidays, so it also can be described as social activity to enjoy the free time.
APPENDIXH 1.0: There is no difference between off and on pist by country
H 1.3: There is a difference between off and on pist by country
Variables: Country (nominal) & TYPE OF TOURING (scale)
Test: Crosstable
Reason: There is difference in the equipment
H 1.3 is true; there is a difference between off and on pist by country.
France: Ski tourers prefer clearly to go off pist, as we can see on the
chart the Mean of 83.1 % is very close to 100%.
Switzerland: Ski tourers prefer to go off pist, as we can see on the
chart the Mean is 68 %
Netherland: : Ski tourers prefer to go on pist, but as we can see on
the chart the Mean of 42.1% is very close to the border of the off
pist preference.
APPENDIXHypothesis:
H 1.0: There is no difference between the countries
regarding the routes while touring off pist.
H 1.4: There is difference between the countries regarding
the routes while touring off pist.
Variables: COUNTRY (nominal) & OFF PIST ROUTES
(nominal)
Test: Crosstable
Reason: If there is a difference by countries, customers are
influenced differently by marketing activities, which affects
the marketing strategy. Better advertisements in each
country.
H 1.4 is true, There is a difference between the countries
regarding the off pist routes.
France: Most tourers prefer medium routes.
Switzerland: Most tourers prefer medium routes but there is
also a small majority for hard routes.
Netherland: Most tourers prefer medium routes.
Hypothesis:
H 1.0: There is no difference between the countries regarding the participant’s preferences towards going up or down.
H 1.5: There is a difference between the countries regarding the participant’s preferences towards going up or down.
Variables: COUNTRY (nominal) & GOING UP OR DOWN (scale)
Test: Crosstable
Reason: Because „up equipment“ is lighter and something, but „down“ equipment is heavier). Which is useful for the company to know to estimate which offerings are proper?
H 1.5 is true; there is a difference between the countries regarding the participant’s preferences towards going up or down.
France: The Mean of 56.5 % says that the relation between going up and going down is very similar.
Switzerland: Ski tourers prefer to go up hill, but as we can see on the chart the Mean of 48.6 % is very close to the down hill preference, too.
Netherland: Ski tourers prefer to go down hill, as we can see on the chart the Mean is 69%.