Final Report Team 12 Andr Flix Axelle Bette Erzsbet Bres Julien - - PowerPoint PPT Presentation
Final Report Team 12 Andr Flix Axelle Bette Erzsbet Bres Julien Momma Laure Lisiki Paulina Bednarek Agenda 1/ Introduction: initial objectives of our work 2/ The study: findings Methodology An overview of ski touring
André Félix Axelle Bette Erzsébet Béres Julien Momma Laure Lisiki Paulina Bednarek
Agenda
1/ Introduction: initial objectives of our work 2/ The study: findings 3/ Our recommendations
Introduction: initial objectives of our work
Customer and ski touring market information Specific technical information
AIM OF THE STUDY
WHO is the ski tourer MOTIVATION PRACTICE HABITS WHAT are the needs AGE GENDER CULTURE
Methodology
Elaboration of the questionnaire Univariate and Bivariate Analysis Hypotheses Cross tabulation, Chi square
General distribution of participants
Age
Distribution of the brands
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
practicing ski touring for more than 10 days
respondents are adventure ski tourers
practicing ski touring for more than 10 days
practicing ski touring for more than 10 days
tourers (more than 70%)
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 and Internet Outdoor specialist Large chains
Online buying
24% 31% 45%
Online information seeking
Price and tools Price and user comments Price and information
Information sources
Store staff recommendation Friends and family Internet
Brands
Dynafit and Scarpa Dynafit and Scarpa Atomic, Fisher and Salomon
Budget
GDP per capita in US$ (purchasing power parity) Switzerland Netherlands France
Ski touring practitioner segmentation
20/80 50/50 80/20
+ +
About 20/80 practitioners
20/80 +
FREE RIDERS ALPINE PROGRESSIVE 1
About 50/50 practitioners
50/50 +
ADVENTURER
backgrounds
ALPINE PROGRESSIVE 2
About 80/20 practitioners
50/50 +
SKI RUNNERS
ON-PISTE SKIERS
Recommendations: The target group
specialized and amateurs
tourer
needs of each target group
ALPINE PROGRESSIVE
FREE RIDERS ADVENTURE TOURER
ON PIST TOURER SKI RUNNER
Recommendations: Product
Free Rider and Adventure Tourer similar in terms of equipment expectations
bindings
Recommendations: Price
the average
brand
Recommendations: Promotion
the products
new products
information
Recommendations: Place
Limitations
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
Annex
3) H1: Younger people are more interested in design related features
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
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
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