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