SKI TOURING RESEARCH REPORT - IAE · RESEARCH REPORT FOR Team 5 Carolin Mohrhardt Laura Lindholm Vigfus Fannar Runarsson Giedre Svaldenyte Laura Baglioni IP CONSIDER 2014 TRENTO

1

SKI TOURING

RESEARCH REPORT

FOR

Team 5 Carolin Mohrhardt

Laura Lindholm

Vigfus Fannar Runarsson

Giedre Svaldenyte

Laura Baglioni

IP CONSIDER 2014 TRENTO

TABLE of CONTENTS

3

• Introduction

• Countries

• Research question no. 1




• Profiles

• Conclusions and limitations

• Recommendations

• Appendix

3

4

5

9

12

16

20

24

25

COUNTRIES

Respondents

Males

Females

93

69

24

Respondents

Males

Females

46

34

12

Respondents

Males

Females

176

136

40

4

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

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

Research




of respondents and the preference of on pist or off

pist ski touring.

8.74

6.42 6.8


Mean


• Anova test of different means


• The trend of on pist

6

Research




of respondents and their preference for going up or

going down.

6.22

7.4

4.86


• Anova test of different means


• The trend of on pist

7

Research




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

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

Research




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

Research




Lightness

Walkability

Ragidity

Warmth

Control

Robustness

1 1

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

Research



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

Research



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

Research



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

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

Research



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

Research



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

Research



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

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


57.5%

76.9%

84.8%

Male

Beginners

Intermediates

Experienced

42.5%

23.1%

15.2%

Female

GENDER

2 1


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


BRANDS

89.5 % 10.5 %

Beginners Intermediates

2 3

Beginners are more

likely to purchase

Salomon equipment

than more

experienced

practitioners.

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

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

Appendix question 1.

Relation

between days

of practice and

coutries of

residence.

Relation between

onpist practice and

country of residence

Relation between type of touring

and country of residence.

Relation

between

off pist

routes

and

country

of

residenc

e

Relation between going up down and


Relation between pictures of

practices and country of

residence

Relation between

security off pist and


Relation between time of practice of ski touring and country of

residence


Relation between

gender and frequency of

renew of equipment.

Relation between

gender and most

important features of

boots. (first place)

Relation between

gender and most

important features of

boots. (second place)

Relation

between gender

and most

important

features of

boots. (third

place)


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.

Relationship between informations sources and practice habits

Relationship

between place

of buy and

practice habits

Relationships

between what it is

important in stores

and practice habits

Relationship

between

what is

imporant in

internet and

the practice

habits.

Relationship between will of buy

on internet and practice habits

Relationship

between will of

testing the

equipment and

practice habits

Relationship

between

price of

touring

equipment

and practice

habits.

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

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

Overall satisfaction-level of the current boot:

In general rather good

Three positive points about the current boot: fit, comfort, weigh/lightness,…

Three improvement points for the current boot: weight, the price,

stiffness,…

Criteria for the ideal

boot ranked after

the mean

Altogether each

of the criteria is

valued wether

„Important“ or

„Really Important“

Criteria for the ideal

boot ranked after

the mean

Altogether each

of the criteria is

valued wether

„Important“ or

„Really Important“

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

Three positive points about the current binding: weight/lightness, simplicity,

security, easiness,…

Three improvement points for the current bindings: weight/lightness,

price,…

Three most important criteria for the ideal touring binding differ

between the 2 different types of ski touring practice

Profiles.

Profiles of skiers.

Relation between

experience levels

and gender.

Relation

between

levels of

experience

and place

of buying.

Extras. Time of renewing

equipment and

countries

Relation between brands and experience

levels.

Outdoor sports

Boots brands.

Boots models.

Bindings brands.

Bindings models.

Documents

SKI TOURING RESEARCH REPORT - IAE · RESEARCH REPORT FOR Team 5 Carolin Mohrhardt Laura Lindholm Vigfus Fannar Runarsson Giedre Svaldenyte Laura Baglioni IP CONSIDER 2014 TRENTO