SALOMON and SKI TOURING final report. GROUP 9 Buzyte Judita Camino Garcia Orden Marta Governo Valentina Luellman Enno Simon Lìvia

Transcription

1 SALOMON and SKI TOURING final report GROUP 9 Buzyte Judita Camino Garcia Orden Marta Governo Valentina Luellman Enno Simon Lìvia

2 Methods 1) Salomon provided the methodology and recommendations 2) all the data was collected through a questionnaire 3) data was analysed using different statistical methods of analysis and the Sphinx software 4) the results identify the main consumer behavioral trends in ski touring according to gender, country of residence, type of practice

3 Type of practice and country of residence

4 Frequency of practice 29.0% 17.0% 10.0% 1.1% 27.8% 0.0% 20.4% 4.5% 40.7% 35.5% 5.1% 47.3% 14.0% 45.5% 2.0% Iceland Switzerland The Netherlands Less than 5 days 5-10 days days days 51 or more days - 27% of ski tourers practised ski touring 5-10 days in the past 12 months - in Iceland and in the Netherlands, the most represented class is 5-10 days - in Switzerland, it is days

5 Preference on on pist/ off pist 1= 100% on pist, 10= 100% off pist The Netherlands 4.21 Iceland 6.42 Switzerland 6.80 Total 5.79 Preference on going up/ going down 1= going up, 10= going down Switzerland 4.86 The Netherlands 6.90 Iceland 7.40 Total 6.15

6 Most practised type of touring Iceland Switzerland The Netherlands 3.2% 10.8% 6.0% 0.0% 21.6% 6.0% 18.3% 10.8% 57.3% 44.1% 51.1% 18.7% 34.4% 5.7% 12.0% Alpine progressive Ski running On pist touring Adventure touring Freeride touring

7 Attitude towards security I have acquired the basic Axis 2 (11%) techniques Switzerland and security knowledge I master techniques, and I am autonomous with security The Netherlands Axis 1 (89%) Iceland I don't have any knowledge or material

8 Type of practice and consumer objectives

9 Different ways of practising ski touring

10 Frequency of ski touring according to consumer objectives

11 Types of practice and equipment needed

12 On pist skiers by goals

13 Off pist skiers by route

14 Boots characteristics by type of practice I 4 really important 3 Important 2 little important 1 not important

15 Boots characteristics by type of practice II 4 really important 3 Important 2 little important 1 not important

16 Gender and ski touring equipment needs

17 Going up/ going down by gender gender In "Male" Goi ng up Goi ng down Goi ng up Goi ng down Men mean (6.09) Weak trend to go down Women mean (5.99) Weak trend to go down

18 Criteria for ideal pair of boots A sufficient and progressive lateral support in flexion front/ rear adapted to the practice Ease of bindings stepin/ step out Warmth Comfort Design/ Aesthetic Male Female Rigidity front/rear Robustness/ Durability Criteria of pair of boots 2 Easy step in/ step out Protection/ Waterproofeness Change of elements or adjustements according to the practice Easy and efficient adjustement on the boot No maintain uphill to avoid overheat An adjusted lock off for more performance A perfect control of trajectories and stability whatever the speed Male Female Breathability Colors matching with rest of equipment An homogeneous hold A sole which grips whatever the field and without any snow which sticks Lightness Walkability with a large range of motion Ease to move from walking function to skiing function A regular foot roll

19 3 most important criteria when buying the touring binding (males) Response rate: 100.0% Lightness Safety Commodity on going uphill On-snow performance Price Commodity on going downhill Design 3 most important criteria when buying the touring binding (females) Response rate: 100.0% Safety Lightness Commodity on going uphill Commodity on going downhill Price On-snow performance Design Men and women lightness and safety Commodity on going downhill not really important

20 Commodity on going uphill Commodity on going downhill Safety On-snow performance Lightness Price Design Use of ski brakes related to characteristics of ideal bindings (males) Yes, I'm using a pair of ski brakes p = <0.01 ; Khi2 = ; dof = 12 (VS) No,I'm using a leash No, no brakes and no leash 20.6% 14.7% 12.3% 16.7% 10.1% 8.7% 22.2% 23.1% 18.7% 10.9% 10.8% 20.1% 18.6% 25.5% 23.6% 9.7% 14.5% 15.4% 1.3% 1.2% 1.2% Use of ski brakes related to characteristics of ideal bindings (females) Commodity on going uphill Commodity on going downhill Safety On-snow performance Lightness Price Design p = 0.68 ; Khi2 = 9.25 ; dof = 12 (NS) Yes, I'm using a pair of ski brakes No,I'm using a leash No, no brakes and no leash 17.2% 17.5% 13.6% 15.2% 14.1% 14.9% 28.3% 24.9% 27.9% 7.8% 10.7% 11.7% 19.3% 18.1% 18.2% 10.2% 14.1% 13.6% 2.0% 0.6% 0.0% Men uphill touring use ski brakes Prefer better performance on snow No use of ski brakes

21 Buying habits and consumer profile

22 Annual budget for ski touring equipment by country Iceland % obs. Less than 500 euros 66.7% More than 500 euros 32.3% Rent 1.1% Total 100.0% Switzerland % obs. Less than 500 euros 4.5% More than 500 euros 95.5% Total 100.0% The Netherlands % obs. Less than 500 euros 58.7% More than 500 euros 30.0% Rent 11.3% Total 100.0%

23 Brands of boots actively used by country Brands other than Salomon with a market share of less than 10 per cent are grouped. Iceland % obs. Scarpa 47.8% Garmont 14.1% Dynafit 12.0% Salomon 1.1% Other 25.0% Total 100.0% Switzerland % obs. Dynafit 47.7% Scarpa 40.3% Salomon 0.6% Other 11.4% Total 100.0% The Netherlands % obs. Atomic 20.3% Fischer 15.0% Salomon 12.8% Nordica 10.5% Other 41.4% Total 100.0%

24 Online purchases and purchases from stores by country

25 Online purchases and purchases from stores by country

26 Conclusions and suggestions There are significant relations between: -country of residence and type of practice and attitude toward safety -product characteristics and type of practice, gender and country of residence With important consequences on: -Sales potential -Product characterics -Product replacement time -Communication.

27 .Thank you for your attention! QUESTIONS???

28 Appendixes

29 Appendix Frequency of practice Less than 5 days Iceland Switze rland The Nether lands 20.4% 4.5% 40.7% Total 21.0% 20.4% 4.5% 40.7% 35.5% 5.1% 47.3% 29.0% 17.0% 10.0% 14.0% 45.5% 2.0% 1.1% 27.8% 0.0% 5-10 days 35.5% 5.1% 47.3% 27.0% days 29.0% 17.0% 10.0% 17.2% days 14.0% 45.5% 2.0% 22.9% 51 or more days 1.1% 27.8% 0.0% 11.9% Less than 5 days 5-10 days days days 51 or more days p = 0.00 ; Khi2 = ; dof = 8 (VS) The relation is very significant. elements over (under) represented are coloured.

30 Appendix Preference on on pist/ off pist 1= 100% on pist, 10= 100% off pist The Netherlands Iceland Switzerland Total Which type of touring practice do you do most? p = <0.1% ; F = (VS) The relation is very significant. Evaluation of scales: from 1 (100%On pist) to 10 (100% Off pist) elements over (under) represented are coloured. The Netherlands 4.21 Iceland 6.42 Switzerland 6.80 Total 5.79

31 Appendix Preference on going up/ going down Switzerland The Netherlands Iceland Total What do you prefer? What is the most important for you during your touring practice? p = <0.1% ; F = (VS) The relation is very significant. Evaluation of scales: from 1 (Going up) to 10 (Going down) elements over (under) represented are coloured. Switzerland 4.86 The Netherlands 6.90 Iceland 7.40 Total 6.15

32 Appendix Most practised type of touring 18.3% 10.8% 57.3% Iceland Switze rland The Nether lands 44.1% 51.1% 18.7% Total 34.4% 5.7% 12.0% Alpine progressive 18.3% 10.8% 57.3% 29.1% Ski running On pist touring 0.0% 21.6% 6.0% 3.2% 10.8% 6.0% 11.2% 7.4% 0.0% 21.6% 6.0% Adventure touring 44.1% 51.1% 18.7% 37.9% Freeride touring 34.4% 5.7% 12.0% 14.3% 3.2% 10.8% 6.0% Alpine progressive Ski running On pist touring Adventure touring Freeride touring p = 0.00 ; Khi2 = ; dof = 8 (VS) The relation is very significant. Some modalities have been groupedelements over (under) represented are coloured.

33 Attitude towards security I don't have any knowledge or material I have acquired the basic techniques and security knowledge I master techniques, and I am autonomous with security Appendix I have acquired the basic Axis 2 (11%) techniques Switzerland and security knowledge Iceland Switzerland The Netherlands Total 2.2% 0.6% 29.3% 29.0% 60.2% 64.0% 68.8% 39.2% 6.7% 11.2% 54.7% 34.1% I master techniques, and I am autonomous with security The Netherlands Axis 1 (89%) Iceland I don't have any knowledge or material

34 Appendix Appendix 1

35 Appendix

36 Appendix

37 Appendix

38 Appendix