SKI TOURING RESEARCH REPORT - IAE · RESEARCH REPORT FOR Team 5 Carolin Mohrhardt Laura Lindholm...
Transcript of SKI TOURING RESEARCH REPORT - IAE · RESEARCH REPORT FOR Team 5 Carolin Mohrhardt Laura Lindholm...
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1
SKI TOURING
RESEARCH REPORT
FOR
Team 5 Carolin Mohrhardt
Laura Lindholm
Vigfus Fannar Runarsson
Giedre Svaldenyte
Laura Baglioni
IP CONSIDER 2014 TRENTO
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TABLE of CONTENTS
3
• Introduction
• Countries
• Research question no. 1
• Research question no. 2
• Research question no. 3
• Research question no. 4
• Profiles
• Conclusions and limitations
• Recommendations
• Appendix
3
4
5
9
12
16
20
24
25
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COUNTRIES
Respondents
Males
Females
93
69
24
Respondents
Males
Females
46
34
12
Respondents
Males
Females
176
136
40
4
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INTRODUCTION
Questionnaire
• Survey about ski touring was composed and sent to practitionires from 9 countries in order to gain knowledge about practicing habits, buying behaviour and equipment needs.
Data Analysis Plan
• Data analysis plan was constructed to prepare for the analysis.
Interpretation
• Analyse the data in order to answer research questions.
2
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Research
Question 1 Do PRACTICE HABITS
differ between COUNTRIES ?
There is a relationship between the country of origin
of respondents and the number of their practice
days.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
<5 5-10 days 20-Nov 21-50 51>
Finland Iceland Switzerland
• Chi-squared test
• Significant difference
• Closeness to the alps? 5
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Research
Question 1 Do PRACTICE HABITS
differ between COUNTRIES ?
There is a relationship between the country of origin
of respondents and the preference of on pist or off
pist ski touring.
8.74
6.42 6.8
Finland Iceland Switzerland
Mean
Finland Iceland Switzerland
• Anova test of different means
• Significant difference
• The trend of on pist
6
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Research
Question 1 Do PRACTICE HABITS
differ between COUNTRIES ?
There is a relationship between the country of origin
of respondents and their preference for going up or
going down.
6.22
7.4
4.86
Finland Iceland Switzerland
• Anova test of different means
• Significant difference
• The trend of on pist
7
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Research
Question 1 Do PRACTICE HABITS
differ between COUNTRIES ?
There is a relationship between the country of origin
of respondents and their preference for the type of
ski touring practice.
• Noticeable difference
• Medium routes most common
• Swiss ski tourers prefer harder
routes than others
0.00%
1000.00%
2000.00%
3000.00%
4000.00%
5000.00%
6000.00%
7000.00%
8000.00%
Easy routes Medium routes hard routes
Finland
Iceland
Switzerland
8
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Research
Question 2 Is there a relation between
EQUIPMENT needs and the
GENDER of the practitioners?
100%
80.9% 74.8%
59.2%
19.1% 25.2%
40.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Once a year Every 2-3 year Every 4-6 year Less often thanthat
Male Female
Difference on
buying new ski
touring shoes by
male and female is
significant. Male
respondents are
more likely to buy
specialized shoes
for ski touring more
often than female
respondents.
9
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Research
Question 2 Is there a relation between
EQUIPMENT needs and the
GENDER of the practitioners?
2.8
3.7
2.03
3.12 3.02 3.22
1.64
3.21
3.82
2.17
3.38 3.24
3.43
1.78
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Warmth Comfort Design Easyadjustmenton boots
Ease ofbindings
Walking toskiing
Colorsmatching
Male Female
1 0
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Research
Question 2 Is there a relation between
EQUIPMENT needs and the
GENDER of the practitioners?
Lightness
Walkability
Ragidity
Warmth
Control
Robustness
1 1
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Research
Question 3 Is there a relationship between
PRACTICE and BUYING HABITS?
1 2
Countries
ON PIST OFF PIST GOING UP GOING DOWN
Buying habits The only significant one
Practicing habits defined as:
• Off pist vs. on pist
• Going up vs. going down
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Research
Question 3 Is there a relationship between
PRACTICE and BUYING HABITS?
There is a relationship between the practice habits of the
respondents and where they buy their equipment.
HYPOTHESIS:
Internet 33%
Specialist/brand stores 53%
Large chain stores
6%
Second hand 5%
Other 3%
Going down
Internet 15%
Specialist/brand stores 72%
Large chain stores 10%
Second hand 2%
Other 1%
Going up
1 3
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Research
Question 3 Is there a relationship between
PRACTICE and BUYING HABITS?
Question Relationship Conclusion
15 Between the practice habits of the
respondents and their annual budget
for ski touring
Uphill practitioners spend more annually
than their downhill counterparts
16-17 Between the practice habits of the
respondents and their ways of
getting information
Downhill practitioners rely on magazines
and internet services
Uphill practitioners rely more on store
manager recommendations
20 Between practice habits of the
respondents and the importance of in
store factors in the buying process
For all of them these are equally important: Knowledge/Staff advice; When the gear fits me well; Price
21 Between practice habits of the
respondents and the importance of
the internet in the buying process
For all of them these are equally important:
Price; Product information; User comments
and reviews
1 4
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Research
Question 3 Is there a relationship between
PRACTICE and BUYING HABITS?
There is a relationship between the practice habits
of the respondents and interest to test equipment
before buying.
HYPOTHESIS:
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Not interested Yes, Consumerevent
Yes, in the shop Yes, rent beforebuying
Yes, Try outfriends
equipment
Going down Going up
• Not many
differences
between
groups
• Evidence
that people
would like to
test before
purchasing
1 5
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Research
Question 4 Do PRACTICING HABITS have an
influence on the EQUIPMENT?
The form of practicing ski touring influences the features when
purchasing ski touring equipment.
HYPOTHESIS:
• In general, people want specific ski touring equipment
• Preferences for on and off pist DO NOT have an influence on the required
equipment (no signifcance between the variables) Ski touring is mostly about
going off pist. However, ski tourers might go on pist sometimes, but it has nothing to
do with purchasing behaviour
• Going up/going down preferences DO HAVE an influence on the features that are
considered important when purchasing ski touring equipment
• Because there was a important significance only between up/down, we are only
concentrating on that in this research
General findings:
1 6
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Research
Question 4 Do PRACTICING HABITS have an
influence on the EQUIPMENT?
The satisfaction level for the current BOOTS is generally good.
Positive Aspects:
Improvement Points:
Ideal pair of boots:
COMFORT
WALKABILITY
LIGHTNESS
ROBUSTNESS
RIDGIDITY
STABILITY
WALK/SKI-
FUNCTION
FIT
COMFORT
WEIGHT
WEIGHT
PRICE
STIFFNESS
1 7
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Research
Question 4 Do PRACTICING HABITS have an
influence on the EQUIPMENT?
Lateral support; 23.5 %
Stability; 25 %
Breathability; 30 %
Sole; 45.5
Walkability; 54.3
Foot roll; 55.2
Homogeneous hold; 62.5
Avoid overheat; 62.5
Walk-/Ski-Function; 68.3
Lightness; 68.4
Adjusted lock off; 68.4
Going Adjusted lock off, 31.6
Lightness, 31.6
Walk-/Ski-Function, 31.7
Homogeneous hold, 37.5
Avoid overheat, 37.5
Foot roll, 44.8
Walkability, 45.7
Sole, 54.5
Breathability, 70
Stability, 75
Lateral support, 76.5 1 8
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Research
Question 4 Do PRACTICING HABITS have an
influence on the EQUIPMENT?
Positive Aspects:
Improvement Points:
Ideal pair of bindings:
BIN
DIN
GS
EASINESS
WEIGHT
PRICE
LIGHTNESS
SIMPLICITY
WEIGHT
SAFETY
LIGHTNESS
COMMODITY ON
GOING
DOWNHILL COMMODITY
ON GOING
UPHILL ON-SNOW
PERFORMANCE
PRICE DESIGN
SECURITY
1 9
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Profile Experience Level
Beginners
Practice < 5 days
Spending 0 – 500
Intermediate
Practice 5 – 21 d.
Spending 500 – 800
Experienced
Practice > 21 d.
Spending > 800
2 0
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Profile Experience Level
57.5%
76.9%
84.8%
Male
Beginners
Intermediates
Experienced
42.5%
23.1%
15.2%
Female
GENDER
2 1
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Profile Experience Level
24.7% 23.4% 31.9%
43.8%
22.2%
41.2%
21.2%
37.5%
50.0%
44.4%
34.1%
55.4%
30.6%
6.3%
33.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet Outdoorspecialist store
Large chainsports store
Flea market/Second hand
Other
Beginners Intermediates Experienced
WHERE THEY BUY
2 2
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Profile Experience Level
BRANDS
89.5 % 10.5 %
Beginners Intermediates
2 3
Beginners are more
likely to purchase
Salomon equipment
than more
experienced
practitioners.
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CONCLUSIONS
2 4
• Practicing habits differ from country to country
• There are different equipment needs based on gender
• Preferences for on and off pist do not have an influence
on the required equipment
• Going up and going down preferences do have an
influence on the required equipment
• Different number of respondents in every country
• More male respondents than female
• There are not many studies on this topic, maybe future
studies will find something different
• Non-random sample
• Poor questionnaire
LIMITATIONS
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RECOMMENDATIONS
2 5
• Emphasis on presence on the internet and in specialist stores
• Detailed information on their homepage
• Offer special discounts on the internet
• Organize special and partake in special sports events, like fair and
exhibitions
• Keep in touch with the stores to propose to the clients a “try” both
boots and bindings on the snow before buying them
• Advertising the equipment at other outdoor sports competitions or
events.
• New models in Switzerland every year, since they new brand new
models very often
• See which models and brands are sold in each country and
understand why they are so popular there
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Appendix question 1.
Relation
between days
of practice and
coutries of
residence.
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Relation between
onpist practice and
country of residence
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Relation between type of touring
and country of residence.
Relation
between
off pist
routes
and
country
of
residenc
e
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Relation between going up down and
country of residence
Relation between pictures of
practices and country of
residence
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Relation between
security off pist and
country of residence
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Relation between time of practice of ski touring and country of
residence
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Appendix question 2.
Relation between
gender and frequency of
renew of equipment.
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Relation between
gender and most
important features of
boots. (first place)
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Relation between
gender and most
important features of
boots. (second place)
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Relation
between gender
and most
important
features of
boots. (third
place)
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Appendix question 3.
Relationship between practice
habits and annual budget
For this section it will be considered only the GONG UP/GOING DOWN group,
since the OFF/ON PIST doesn´t seem be relevant.
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Relationship between informations sources and practice habits
Relationship
between place
of buy and
practice habits
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Relationships
between what it is
important in stores
and practice habits
Relationship
between
what is
imporant in
internet and
the practice
habits.
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Relationship between will of buy
on internet and practice habits
Relationship
between will of
testing the
equipment and
practice habits
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Relationship
between
price of
touring
equipment
and practice
habits.
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Appendix question 4
Do you use a
special pair of
touring boots?
Specific
equipment is
required
Do you use a
special pair of
touring bindings?
Specific
equipment is
required
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Appendix
Do you use a
special pair of
touring boots?
Specific
equipment is
required
Do you use a
special pair of
touring bindings?
Specific
equipment is
required
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Overall satisfaction-level of the current boot:
In general rather good
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Three positive points about the current boot: fit, comfort, weigh/lightness,…
Three improvement points for the current boot: weight, the price,
stiffness,…
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Criteria for the ideal
boot ranked after
the mean
Altogether each
of the criteria is
valued wether
„Important“ or
„Really Important“
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Criteria for the ideal
boot ranked after
the mean
Altogether each
of the criteria is
valued wether
„Important“ or
„Really Important“
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General hypothesis
confirmed:
Ski touring practices going
up/going down have
different needs in their
equipment
Going up: lightness,
walkmode
Going down: stability,
lateral support
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Three positive points about the current binding: weight/lightness, simplicity,
security, easiness,…
Three improvement points for the current bindings: weight/lightness,
price,…
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Three most important criteria for the ideal touring binding differ
between the 2 different types of ski touring practice
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Profiles.
Profiles of skiers.
Relation between
experience levels
and gender.
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Relation
between
levels of
experience
and place
of buying.
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Extras. Time of renewing
equipment and
countries
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Relation between brands and experience
levels.
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Outdoor sports
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Boots brands.
Boots models.
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Bindings brands.
Bindings models.