Ski touring final analysis TEAM 13 Methodology: 1. Create a - PowerPoint PPT Presentation

Ski touring final analysis TEAM 13

Methodology: 1. Create a questionnaire 2. Collect data through questionnaire 3. Build up a plan about the analysis of the collected data 4. Analyzing the data: • Cross tabulation • Chi-square independence test • Simple correspondent analysis • Analysis of variance (ANOVA) 5. Report 6. Executive summary

Content: 1. Is the ski touring practice different according to the country the consumer is from? 2. Do women and men have different needs regarding ski touring equipment? 3. Are there different ways of practicing touring depending on the consumer objectives? 4. Is the equipment the consumer need different according to the practice he does?

1. Is the ski touring practice different according to the country the consumer is from? • One main group: • Switzerland, France, Italy • Medium and hard routes • Racer and fitness • And focus on Austria/Germany

1. Is the ski touring practice different according to the country the consumer is from? Austria/Germany spend more than € 500 but they go rarely . potential market Italy spend less than € 500 but they go frequently . Well established markets potential market

2. Do women and men have different needs regarding ski touring equipment? Male Female Racer Tourer Fitness Leisure Racer Tourer Fitness Leisure 11% 21% • Women prefer to go for leisure 30% 10% (54%) • Men go both for fitness and leisure (28% and 30%) 54% 21% 25% 28%

2. Do women and men have different needs regarding ski touring equipment? BOOTS Rank MALE FEMALE Rank 1 Comfort Comfort 1 2 Lightness Warmth 2 3 Control Control 3 4 Rigidity Lightness 4 5 Robustness Protection 5 6 Protection Robustness 6 7 Walkability Rigidity 7

2. Do women and men have different needs regarding ski touring equipment? BINDINGS Rank MALE FEMALE Rank 1 Safety Safety 1 2 Lightness Lightness 2 3 Uphill Uphill 3 4 On snow Downhill 4 performance On snow 5 5 Downhill performance 6 Price Price 6 7 Design Design 7

3. Are there different ways of practicing touring depending on the consumer objectives? Evaluation of scales: from 1 (100% On pist) to 10 (100% off pist) • Easy routes: more on pist. • Hard routes : more off pist. There is a direct relation

3. Are there different ways of practicing touring depending on the consumer objectives? Evaluation of scales: from 1 (100% On pist) to 10 (100% off pist) • Leisure : mainly on pist • Racer / fitness: mainly off pist

3. Are there different ways of practicing touring depending on the consumer objectives? Security knowledge according to the experience on different routes

3. Are there different ways of practicing touring depending on the consumer objectives? • On-pist : on the weekends (50%), never after work (69%) or in the morning (26%). • Both on-pist and off-pist: never after work (38%). • Off-pist: often on the weekends (66%), on the morning (53%) and sometimes for several days (67%).

4. Is the equipment the consumer need different according to the practice he does? on pist (1-4) both (5-6) off pist (7-9) Racer Medium Experts Experts Tourer Medium Experts Experts Fitness Beginners Beginners Medium Leisure Beginners Beginners Medium

4. Is the equipment the consumer need different according to the practice he does? • Beginners: rent or < € 250. • Experts: > € 800

4. Is the equipment the consumer need different according to the practice he does? • Special pair of boots: Experts and the majority of the medium, >800 € • Both alpine and touring: spend between 250 and 800 € • Alpine boots: Beginners who spend less than 250 €

4. Is the equipment the consumer needs different according to the practice he does? Feature Experts Medium Beginners The other features are not significant according Warmth Not important (5%) Really important (13%) to the sample (p-value; CHI2 >10%): Comfort Important (35%) Durability Important (64%) • Design Really important (22%) • Protection Rigidity front/rear Really important (52%) Not important (2%) Important (59%) • Adjustments Really important (29%) • Step in and out Perfect control Really important (53%) Important (54%) • Lateral support Important (35%) Really important (34%) • Adjusted lock off Hike and ride function Really important (43%) Really important (26%) • Homogeneous hold • Gripping sole • Regular foot roll Lightness Really important (48%) Little important (22%) • Breathability Little important (7%) Really important (25%) • No maintain uphill Matching colors Not important (51%) Important (22%) Not important (31%) Over represented Walkability Little important (20%) Under represented Really important (27%)

Conclusion: 1. Is the ski touring practice different according to the country the consumer is from? • The countries which have high mountains have different practices and objectives compared to those which have ones with low altitude. 2. Do women and men have different needs regarding ski touring equipment? • There are some differences between the genders according the criteria's for boots while for the bindings the preferences are the same. 3. Are there different ways of practicing touring depending on the consumer objectives? • There is direct correlation between the practices of ski touring and the difficulty of the chosen routes and the motivation of the practitioners. 4. Is the equipment the consumer need different according to the practice he does? • With increasing the level of experience (expert, medium and beginners) practitioners are willing to pay more for equipment. • With increasing the level of experience (expert, medium and beginners) practitioners use special pair of touring boots.

Recommendations: 1. Country • Focus on the current important markets (Switzerland and France) and pay attention to the trends in the potential markets (Austria/Germany and Italy) 2. Gender • Focus on the differences related to the equipment needs – women prefer especially warmth while men prefer more technical aspects while – inform them about all details and special features of the equipment to get them interested. 3. Level of experience • Equipment for experts has to be technically superior with additional features to support any activity off pist, while equipment targeted at beginners should be more focused on comfort, control and design.