SALOMON and SKI TOURING final report

GROUP 9Buzyte Judita

Camino Garcia Orden MartaGoverno Valentina

Luellman EnnoSimon Lìvia

Methods1) Salomon provided the methodology and recommendations

2) all the data was collected through a questionnaire

3) data was analysed using different statistical methods ofanalysis and the Sphinx software

4) the results identify the main consumer behavioral trends in ski touring according to gender, country of residence, type ofpractice

Type of practice and

country of residence

- 27% of ski tourers practised ski touring 5-10 days in the past 12 months

- in Iceland and in the Netherlands, the most represented class is 5-10 days

- in Switzerland, it is 21-50 days

Frequency of practice

IcelandSwitzerlandThe Netherlands

Lessthan 5days

20

.4%

4.5

%

40

.7%

5-10days

35

.5%

5.1

%

47

.3%

11-20days

29

.0%

17

.0%

10

.0%

21-50days

14

.0%

45

.5%

2.0

%

51 ormoredays

1.1

%

27

.8%

0.0

%

Preference on on pist/ off pist1= 100% on pist, 10= 100% off pist

The Netherlands 4.21

Iceland 6.42

Switzerland 6.80

Total 5.79

Preference on going up/ going down1= going up, 10= going down

Switzerland 4.86

The Netherlands 6.90

Iceland 7.40

Total 6.15

Most practised type of touring

IcelandSwitzerlandThe Netherlands

Alpineprogressive

18

.3%

10

.8%

57

.3%

Skirunning

0.0

%

21

.6%

6.0

%

On pisttouring

3.2

%

10

.8%

6.0

%Adventure

touring

44

.1%

51

.1%

18

.7%

Freeridetouring

34

.4%

5.7

%

12

.0%

Attitude towards security

Iceland

Switzerland

TheNetherlands

I don'thave any

knowledgeor material

I haveacquiredthe basic

techniquesand

securityknowledge

I mastertechniques,

and I amautonomouswith security

Axis 1 (89%)

Axis 2 (11%)

Type of practice and

consumer objectives

Different ways of practising ski touring

Frequency of ski touring according to consumer objectiv es

Types of practice and

equipment needed

On pist skiers by goals

Off pist skiers by route

Boots characteristics by type of practice I

4 – really important

3 – Important

2 – little important

1 – not important

Boots characteristics by type of practice II

4 – really important

3 – Important

2 – little important

1 – not important

Gender and

ski touring equipment needs

Men mean (6.09)

Weak trend to go down

Women mean (5.99)

Weak trend to go down

gender In "Male"

Goingup

2 3 4 5 6 7 8 9 Going

down

Goingup

2 3 4 5 6 7 8 9 Going

down

Going up/ going down by gender

Criteria of pair of boots 2

MaleFemale

A perfect control of trajectories and stability whatever the speedAn adjusted lock off for more performance

An homogeneous hold

A sole which grips whatever the field and without any snow which sticks

Walkability with a large range of motion

Ease to move from walking function to skiing functionA regular foot roll

Lightness

Colors matching with rest of equipment

Breathability

No maintain uphill to avoid overheat

MaleFemale

WarmthComfort

Design/ Aesthetic

Robustness/ Durability

Protection/ Waterproofeness

Change of elements or adjustements according to the practiceEasy and efficient adjustement on the boot

Easy step in/ step out

Rigidity front/rear

Ease of bindings stepin/ step out

A sufficient and progressive lateral support in flexion front/ rear adapted to the practice

Criteria for ideal pair of boots

Response rate: 100.0%

Safety

Lightness

Commodity on going uphill

Commodity on going downhill

Price

On-snow performance

Design

Response rate: 100.0%

Lightness

Safety

Commodity on going uphill

On-snow performance

Price

Commodity on going downhill

Design

Men and women lightness and safety

Commodity on going downhill not really important

3 most important criteria whenbuying the touring binding(males)

3 most important criteria whenbuying the touring binding(females)

Yes, I'musing a pairof ski brakes

No,I'm usinga leash

No, nobrakes and

no leash

Commodity on going uphill

Commodity on going downhill

Safety

On-snow performance

Lightness

Price

Design

20.6% 14.7% 12.3%

16.7% 10.1% 8.7%

22.2% 23.1% 18.7%

10.9% 10.8% 20.1%

18.6% 25.5% 23.6%

9.7% 14.5% 15.4%

1.3% 1.2% 1.2%

p = <0.01 ; Khi2 = 62.88 ; dof = 12 (VS)

Yes, I'musing a pairof ski brakes

No,I'm usinga leash

No, nobrakes andno leash

Commodity on going uphill

Commodity on going downhill

Safety

On-snow performance

Lightness

Price

Design

17.2% 17.5% 13.6%

15.2% 14.1% 14.9%

28.3% 24.9% 27.9%

7.8% 10.7% 11.7%

19.3% 18.1% 18.2%

10.2% 14.1% 13.6%

2.0% 0.6% 0.0%

p = 0.68 ; Khi2 = 9.25 ; dof = 12 (NS)

Men uphill touring use ski brakes

Prefer better performance on snow

No use of ski brakes

Use of ski brakes relatedto characteristics of ideal

bindings (males)

Use of ski brakes relatedto characteristics of ideal

bindings (females)

Buying habitsand

consumer profile

Annual budget for ski touring equipment by country

Iceland

% obs.

Less than 500 euros 66.7%

More than 500 euros 32.3%

Rent 1.1%

Total 100.0%

Switzerland

% obs.

Less than 500 euros 4.5%

More than 500 euros 95.5%

Total 100.0%

The Netherlands

% obs.

Less than 500 euros 58.7%

More than 500 euros 30.0%

Rent 11.3%

Total 100.0%

Brands of boots actively used by countryBrands other than Salomon with a market share of less than 10 per cent are grouped.

Switzerland

% obs.

Dynafit 47.7%

Scarpa 40.3%

Salomon 0.6%

Other 11.4%

Total 100.0%

Iceland

% obs.

Scarpa 47.8%

Garmont 14.1%

Dynafit 12.0%

Salomon 1.1%

Other 25.0%

Total 100.0%

The Netherlands

% obs.

Atomic 20.3%

Fischer 15.0%

Salomon 12.8%

Nordica 10.5%

Other 41.4%

Total 100.0%

Online purchases and purchases from stores by country

Online purchases and purchases from stores by country

Conclusions and suggestionsThere are significant relations between:-country of residence and type of practice and attitude towardsafety-product characteristics and type of practice, gender and countryof residence

With important consequences on:

-Sales potential

-Product characterics

-Product replacement time

-Communication

….

….Thank you for your attention!

QUESTIONS???

Appendixes

Appendix

Frequency of practice

IcelandSwitzerland

TheNetherlands

Total

Less than 5 days

5-10 days

11-20 days

21-50 days

51 or more days

20.4% 4.5% 40.7%

35.5% 5.1% 47.3%

29.0% 17.0% 10.0%

14.0% 45.5% 2.0%

1.1% 27.8% 0.0%

21.0%

27.0%

17.2%

22.9%

11.9%

p = 0.00 ; Khi2 = 254.49 ; dof = 8 (VS)

The relation is very significant.elements over (under) represented are coloured.

Lessthan 5days

20

.4%

4.5

%

40

.7%

5-10days

35

.5%

5.1

%

47

.3%

11-20days

29

.0%

17

.0%

10

.0%

21-50days

14

.0%

45

.5%

2.0

%

51 ormoredays

1.1

%

27

.8%

0.0

%

AppendixPreference on on pist/ off pist1= 100% on pist, 10= 100% off pist

Which type of touring practice do you do most ?

The Netherlands

Iceland

Switzerland

Total

4.21

6.42

6.80

5.79

p = <0.1% ; F = 63.45 (VS)

The relation is very significant.Evaluation of scales: from 1 (100%On pist) to 10 (100% Off pist)elements over (under) represented are coloured.

The Netherlands 4.21

Iceland 6.42

Switzerland 6.80

Total 5.79

Appendix

Preference on going up/ going downWhat do you prefer? What is the most important for you during your touring practice ?

Switzerland

The Netherlands

Iceland

Total

4.86

6.90

7.40

6.15

p = <0.1% ; F = 70.77 (VS)

The relation is very significant.Evaluation of scales: from 1 (Going up) to 10 (Going down)elements over (under) represented are coloured.

Switzerland 4.86

The Netherlands 6.90

Iceland 7.40

Total 6.15

AppendixMost practised type of touring

IcelandSwitzerland

TheNetherlands

Total

Alpine progressive

Ski running

On pist touring

Adventure touring

Freeride touring

18.3% 10.8% 57.3%

0.0% 21.6% 6.0%

3.2% 10.8% 6.0%

44.1% 51.1% 18.7%

34.4% 5.7% 12.0%

29.1%

11.2%

7.4%

37.9%

14.3%

p = 0.00 ; Khi2 = 160.97 ; dof = 8 (VS)

The relation is very significant.Some modalities have been groupedelements over (under) represented are coloured.

Alpineprogressive

18

.3%

10

.8%

57

.3%

Skirunning

0.0

%

21

.6%

6.0

%

On pisttouring

3.2

%

10

.8%

6.0

%

Adventuretouring

44

.1%

51

.1%

18

.7%

Freeridetouring

34

.4%

5.7

%

12

.0%

AppendixAttitude towards security

Iceland Switzerland The Netherlands Total

I don't have any knowledge or material

I have acquired the basic techniques and security knowledge

I master techniques, and I am autonomous with security

2.2% 0.6% 29.3%

29.0% 60.2% 64.0%

68.8% 39.2% 6.7%

11.2%

54.7%

34.1%

Iceland

Switzerland

TheNetherlands

I don'thave any

knowledgeor material

I haveacquiredthe basic

techniquesand

securityknowledge

I mastertechniques,

and I amautonomouswith security

Axis 1 (89%)

Axis 2 (11%)

Appendix

Appendix 1

Appendix

Appendix

Appendix

Appendix