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%.