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

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Nov 20, 2023 169 likes •359 views

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

SLIDE 1

Ski touring final analysis

TEAM 13

SLIDE 2

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

SLIDE 3

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?

SLIDE 4

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

SLIDE 5

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. potential market

Well established markets

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2. Do women and men have different needs regarding ski touring equipment?

11% 10% 25% 54%

Female

Racer Tourer Fitness Leisure

21% 21% 28% 30%

Male

Racer Tourer Fitness Leisure

Women prefer to go for leisure

(54%)

Men go both for fitness and leisure

(28% and 30%)

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2. Do women and men have different needs regarding ski touring equipment?

Rank MALE 1 Comfort 2 Lightness 3 Control 4 Rigidity 5 Robustness 6 Protection 7 Walkability FEMALE Rank Comfort 1 Warmth 2 Control 3 Lightness 4 Protection 5 Robustness 6 Rigidity 7

BOOTS

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2. Do women and men have different needs regarding ski touring equipment?

Rank MALE 1 Safety 2 Lightness 3 Uphill 4 On snow performance 5 Downhill 6 Price 7 Design FEMALE Rank Safety 1 Lightness 2 Uphill 3 Downhill 4 On snow performance 5 Price 6 Design 7

BINDINGS

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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

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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

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3. Are there different ways of practicing touring depending on the consumer objectives?

Security knowledge according to the experience on different routes

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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%).

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4. Is the equipment the consumer need different according to the practice he does?
n pist (1-4)

both (5-6)

ff pist (7-9)

Racer Medium Experts Experts Tourer Medium Experts Experts Fitness Beginners Beginners Medium Leisure Beginners Beginners Medium

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

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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€

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4. Is the equipment the consumer needs different according to the practice he does?

The other features are not significant according to the sample (p-value; CHI2 >10%):

Design
Protection
Adjustments
Step in and out
Lateral support
Adjusted lock off
Homogeneous hold
Gripping sole
Regular foot roll
Breathability
No maintain uphill

Feature Experts Medium Beginners Warmth Not important (5%) Really important (13%) Comfort Important (35%) Durability Important (64%) Really important (22%) Rigidity front/rear Really important (52%) Not important (2%) Important (59%) Really important (29%) Perfect control Really important (53%) Important (35%) Important (54%) Really important (34%) Hike and ride function Really important (43%) Really important (26%) Lightness Really important (48%) Little important (7%) Little important (22%) Really important (25%) Matching colors Not important (51%) Important (22%) Not important (31%) Walkability Little important (20%) Really important (27%)

Over represented Under represented

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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.

SLIDE 18

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