Final Report Team 12 André Félix Axelle Bette Erzsébet Béres Julien Momma Laure Lisiki Paulina Bednarek
Agenda 1/ Introduction: initial objectives of our work 2/ The study: findings • Methodology • An overview of ski touring • Cultural analysis of ski touring • Ski touring practitioners segmentation • Limitations 3/ Our recommendations
Introduction: initial objectives of our work Customer and ski touring market information Specific technical information AIM OF THE STUDY AGE GENDER WHO is the ski tourer CULTURE WHAT are the needs MOTIVATION PRACTICE HABITS
Methodology Elaboration of the questionnaire Univariate and Bivariate Analysis Hypotheses Cross tabulation, Chi square
General distribution of participants
Age
Distribution of the brands • France • Dynafit and Scarpa • The Netherlands • Atomic, Fisher, Salomon • Switzerland • Dynafit and Scarpa
Most important features of ideal boots France Switzerland The Netherlands Comfort Comfort Comfort Rigidity front Lightness Protection/ Waterproofeness Durability Large motion range Support in flexion Lightness Ease of switching Perfect control of trajectories
Country profile Switzerland France Netherlands • • More than 90% are More than 55% are • Less than 10% are practicing ski touring practicing ski touring practicing ski touring for more than 10 days for more than 10 for more than 10 days • More professional days • Adventure ski • • The majority of the Leisure type tourers (more than respondents are • Alpine progressive 70%) adventure ski tourers oriented
Buying habits Factor Switzerland France Netherlands Special equipment 92% 77,5% 19,5% Frequency Every 2-3 yrs Every 4-6 yrs Every 4-6 yrs Buying place Outdoor specialist Outdoor specialist Outdoor specialist and Internet Large chains Online buying 24% 31% 45% Online information Price and tools Price and Price and seeking user comments information Information sources Store staff Friends and family Internet recommendation Brands Dynafit and Dynafit and Atomic, Fisher Scarpa Scarpa and Salomon
Budget GDP per capita in US$ (purchasing power parity) Switzerland France Netherlands
Ski touring practitioner segmentation 20/80 50/50 80/20 - Expertise + + -
About 20/80 practitioners 20/80 FREE RIDERS + • Seeking for altitude / great sensations • Occasional, low experience • Young males • TOM brand boots: Salomon ALPINE PROGRESSIVE 1 • Seeking for leisure, social moments • Low experience, very occasional • Low budget • TOM brands: Atomic and Nordica -
About 50/50 practitioners 50/50 ADVENTURER + • Nature lovers • Middle expertise and specialized • Females • TOM brand boots: Dynafit ALPINE PROGRESSIVE 2 • Seeking occasional practice in natural backgrounds • Middle expertise • High annual budget • Heterogenous -
About 80/20 practitioners 50/50 SKI RUNNERS + • Seeking challenge • Experts, passionate • Young male • Opinion leader: athletes/celebrities • TOM brand boots: Scarpa ON-PISTE SKIERS • Seeking effort • Middle expertise + • Heterogenous -
Recommendations: The target group • A DVENTURE TOURERS • Main target group A LPINE P ROGRESSIVE • Balanced between very specialized and amateurs F REE R IDERS • High purchasing power A DVENTURE • F REE RIDERS T OURER • Close group to the Adventure O N P IST T OURER tourer • Less specialized • Already know the brand S KI R UNNER • Correlation between the needs of each target group
Recommendations: Product Free Rider and Adventure Tourer similar in terms of equipment expectations • Basic features for boots and bindings • Comfort • Lightness • Durability • Criteria of emphasis • Homogeneous holding • Perfect trajectories
Recommendations: Price • Medium and High Purchasing Power of the target group • Propose prices slightly above the average • Price for value • Market position of the brand
Recommendations: Promotion • Emphasize transparency and provide symmetric information about the products • Enforce the confidence of the customers in the brand and in the new products • Use various media • Online product information • Specific magazines • Target the opinion leaders to spread the information • Train store staff for Salomon
Recommendations: Place • Outdoor specialist stores • Retail chains
Limitations Sample size • Sufficient representation? Sample bias • Collection method • Answer behavior
Thank you for your attention !
Annex
Annex 1) H1: Older people are more risk averse in ski touring than younger people. H0: There is no difference in the ski touring risk aversion of younger and older people The hypothesis that older people are more risk averse in ski touring than younger people is CONFIRMED .
Annex 2) H1: Younger people are more into ski touring related internet usage than older people. H0: There is no difference between the ski touring related internet usage of younger and older people the hypothesis that younger people are more into ski touring related internet usage than older people are NOT CONFIRMED
Annex 3) H1: Younger people are more interested in design related features of the equipment as older people. H0: Younger people are as interested in design related features of the equipment as older people. The hypothesis that younger people are more interested in design related features of the equipment as older people are NOT CONFIRMED
Annex 4) Citizens of countries with significant mountain chains practice more frequently ski touring than citizens without significant mountain chains H0: There is no difference in the degree of participation in ski touring between the countries The hypothesis that citizens of countries with significant mountain chains practice more frequently ski touring than citizens without significant mountain chains is CONFIRMED
Annex 5) Men practice more extreme types of off-piste ski touring than women. H0: There is no difference in the types of off-piste ski touring in which men and women participate. The hypothesis that men practice more extreme types of off- piste ski touring than women is CONFIRMED
Annex 6) H1: Women focus on safety and comfort characteristics of the equipment whereas men focus on performance related features. H0: There is no difference in equipment characteristic preference between men and women. The hypothesis that women focus on safety and comfort characteristics of the equipment whereas men focus on performance related features is NOT CONFIRMED.
Annex 7) H1: People who practice adrenaline outdoor sports types are more into downhill ski touring. H0: People who practice adrenaline outdoor sports are as much into downhill ski touring as uphill ski touring. The hypothesis that people who practice adrenaline outdoor sports types are more into downhill ski touring is NOT CONFIRMED .
Annex 8) H1: Fitness and Leisure ski tourers focus on comfort characteristics of the equipment while Racers and Tourers pay more attention to robustness and rigidity features. H0: Racers, Tourers, Fitness and Leisure ski tourers focus equally on comfort and robustness and rigidity features of the equipment The hypothesis that Fitness and Leisure ski tourers focus on comfort characteristics of the equipment while Racers and Tourers pay more attention to robustness and rigidity features is NOT CONFIRMED.
Annex 9) H1: People practicing less than 11 days per year mainly rely on other people’s (groups/athletes) endorsement regarding equipment purchase while people practicing more than 20 days per year primarily rely on their own opinion. H0: There is no difference in the advice seeking process regarding equipment purchase between people practicing less than 11 days per year and more than 20 days per year. The hypothesis people practicing less than 11 days per year mainly rely on other people’s (groups/athletes) endorsement regarding equipment purchase while people practicing more than 20 days per year primarily rely on their own opinion is NOT CONFIRMED . (in fact it’s the opposite)
Annex 10) H1: People using internet for product purchase care about reviews, price and product information while in-store buyers rely on trying out the equipment and consider the staff’s recommendations. H0: Both, people purchasing on internet and in-store buyers care similarly about reviews, price and product information, staff’s recommendations and trying out the equipment with regard to the purchase of ski touring equipment. The hypothesis is confirmed
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