European Junior Textile Market

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European Junior Textile Market

  1. 1. EuroSurveyIndividual Report Marketing Research on the Junior Hiking Textile Market for Quechua Dilara ADAYLAR Annecy, 6th of April 2010
  2. 2. 1 Table of Contents 2 T h e P r o j e c t a n d O b j e c t i v e s o f t h e S u r v e y .................................................... 3 3 M e t h o d o l o g y o f D e s k R e s e a r c h ........................................................................ 4 3.1 S a m p l e , s c h e d u l e a n d t o o l .......................................................................... 4 3.2 L i m i t a t i o n s .......................................................................................................... 5 4 R e s u l t s o f d e s k r e s e a r c h ..................................................................................... 6 4.1 F r e n c h m a r k e t : .................................................................................................. 6 4.2 D u t c h m a r k e t : .................................................................................................... 6 4.3 H u n g a r i a n m a r k e t : ........................................................................................... 7 4.4 I t a l i a n m a r k e t : ................................................................................................... 7 4.5 F i n n i s h m a r k e t : ................................................................................................. 7 5 A n a l y s i s ...................................................................................................................... 8 5.1 A n a l y s i s o n t h e f i r s t s e c t i o n – G e n e r a l i t e m s ...................................... 8 5.2 A n a l y s i s o n t h e s e c o n d s e c t i o n - P r o d u c t s .......................................... 11 5.3 A n a l y s i s o n t h e t h i r d s e c t i o n - P r e f e r e n c e s ......................................... 14 5.3.1 L o w p r i c e : .................................................................................................. 15 5.3.2 M a i n t e n a n c e , S t r e n g t h , A e s t h e t i c s & F i t ( N i c e l y c u t ) : ............ 15 5.3.3 R e c y c l e d c o m p o n e n t s : .......................................................................... 15 5.3.4 B r a n d t r u s t : ............................................................................................... 15 5.3.5 C o u n t r y o f O r i g i n : ................................................................................... 16 5.4 A n a l y s i s o n t h e f o u r t h s e c t i o n - I d e n t i f i c a t i o n .................................... 16 6 Managerial Summary.................................................................................................... 19 6.1 Profile of respondents: ........................................................................................... 19 6.2 Key Findings: ......................................................................................................... 19 7 Recommendations for Quechua ................................................................................... 20 8 Appendix ...................................................................................................................... 21 2
  3. 3. 2 The P ro je ct and Ob je cti ve s o f t he Survey The EuroSurvey is an official Intensive Program, which focuses on International Marketing Research. Within this program, a team of students from different European universities work together and conduct a real international online survey. Each year the students cooperate with another company. This year the EuroSurvey team works with the brand Quechua. Quechua is a French mountain sports clothes brand, which was founded in 1997 and belongs to the Oxyline. The goal of the directives of Quechua, which is mainly distributed through the leading French Sportswear store Decathlon, is to become world leader in offering kids clothes for hiking. In order to achieve this goal the company aims at increasing the practice of hiking is an easy and affordable sport for families with children and providing families with most qualitative kids hiking clothes for the best price. With a view to this goal, Quechua decided to join the EuroSurvey Program in despite of getting insights into the European Junior Textile Market. With help of the findings of the EuroSurvey Marketing Research Quechua aims at improving their offer of Junior Hiking clothes. The main objectives of the company are to get information on the general expectations and preferences of customers in the Junior Textile Market. Furthermore, they would like to get to know, which people and why people buy their clothes in Decathlon stores. Moreover, the company seeks to enlarge its knowledge concerning the customers’ preferences regarding price, quality and material of children’s hiking clothes. Additionally it is interested in information regarding the customers’ knowledge of textile characteristics and their level of understanding in reference to special material characteristics. 3
  4. 4. 3 M et ho dolo gy o f De sk Re se arch As time was limited only for preparing questionnaire and analyzing data, students who took part in EuroSurvey 2010 had completed their desk research before the program. The goals of desk research were figuring out the general facts of junior textile market, analyzing the popularity of Decathlon and Quechua, looking for main competitors, general limitations & problems in 9 countries.3.1 Sample, schedule and tool This year the EuroSurvey Research is focused on the European Junior Hiking Textile Market. Therefore the questionnaire is addressed to parents with children in the age between 5-14 years. In order to get in contact with this international target group it was decided to conduct an on-line questionnaire. Therefore all students of the EuroSurvey Intensive Program collected email contacts of people, which fit in this profile, in their home countries. Predominantly the students asked people from their familiar environment to take a part in the survey and visited schools or kindergartens in order to recruit further potential participants. All in all the students were able to gather approximately 1200 contacts. On Sunday, 7th of March 2010 the questionnaire was sent to all contacts. Two days later, on Tuesday 9th of March a reminder was sent, in order to again ask the contacts, who did not answer the questionnaire till then, to participate in the EuroSurvey project. Finally, on Thursday 11th of March the students started to analyze the results of the survey, by using the Sphinx Survey software. 4
  5. 5. Sphinx Survey Software is professional statistic software. This software offers an easy all-in-one tool, which supported the students of the EuroSurvey project in developing, conducting as well as analyzing their survey.3.2 Limitations Even though Quechua was appreciated about the results of the EuroSurvey, there were some difficulties and limitations during the process of analyses Before all else, as EuroSurvey hosted students from 9 different Western European countries, so all the contacts were among these countries. In addition, there were big differences between the numbers of the responses to the survey between the countries. Most of the responses came from Italy, France and Hungary. So we decided to analyze the data country by country instead of re-weightening the countries. Furthermore, there is a possibility that the sample group may not be representative for whole population in each country, since the most of the contacts collected are from the cities where participatory universities located. Thirdly, as online survey was the only way to reach sample, the sample is consist of the families who have computer and internet access. Although internet connection is getting widespread nowadays, it also depends on the conditions of the countries. Nevertheless it can be seen from former study results that the group of people with internet access is usually, better educated and is in funds of more money than the average of the population (Ganassali, Stephane 2010: Lecture-web surveys 09.03.2010). 5
  6. 6. 4 Re sults o f de sk research4.1 French market: Consumers are demanding more innovative products in French junior sport textile. In addition to that, the junior sport products are more expensive comparing with other textile products. Since it price-sensitive market, consumers tend to buy relatively cheaper clothes for their children. Quechua has already big market share in France. But it’s also affected by global economic crisis & competition. They’re using the low price strategy. Main problem of French market is: there’s no specific brand on kids sports.4.2 Dutch market: General information about country: Most of families have 2 or 3 children. In addition they are used buy 2 pairs for the sports they practice (e.g. indoor clothes for winter & outdoor ones for summer). Since there are not so many mountains, hiking is not a popular sport. In addition, they are so sensitive for brands and they are willing to pay more for the sport clothes and also appearance of products is important. Nike has approximately 700 shops with 80% market share for sportswear. Dutch consumers are also buying sport products for the casual wear. Distribution: Intersport is the biggest channel of distribution. The others are Bever Zwerfsport and Perry Sport. Also they are used to buy products via internet. (Since Nike has the same sizes for every product, it is easy to purchase their products through internet) 6
  7. 7. 4.3 Hungarian market: General information about country: In Hungary, wages are really low comparing the other European countries and in addition Hungarians do not have so much leisure time because of the high working hours. That is why they want to buy the necessary clothes in big malls or the shopping centers not to spend so much time & money. Also they are not willing to spend so much money on junior textile. The biggest competitors of Decathlon are Auchan and Harves. Lastly, as there are not many mountains, hiking is not so popular in Hungary.4.4 Italian market: Approximately 40% of population is not interested in sports. Plus, the population is getting older. Hiking is more popular in the North part of country.500€ per person on junior textile products in 2008. Italian consumers are sensitive to advertising & brand but they prefer to buy national products. There‘re quite big companies producing sportswear: Diadora, Kappa, Lotto, Tocchini. These brands are giving importance to new product development and innovations. Lastly, Decathlon is more popular in North of country and especially in big cities.4.5 Finnish market: Only in the Northern Finland is suitable for hiking since they do not have many mountains. But they prefer durable clothes for children. Finnish consumers do not prefer to buy their sport clothes from the brand stores since they are expensive. Furthermore they prefer to buy national product more. The big companies which can be considered as competitors: Reima (leading marketing strategy for junior textile); Kiwa 7
  8. 8. (popular with their woolen products); H&M; Rukka (for junior sport textile).5 A naly si s As a result of the email sending campaign, we got 682 responses in total. To be more specific and to have more measurable results, we divided the survey into 4 sections. The first section is about the general facts about the textile market and consumer behavior. The second part is related with the preference of the consumer about the Quechua hiking clothes and consumers’ knowledge on materials. The next part designed to analyze the factors which affect consumer choice in general. And lastly, the forth section is about identification of the respondents.5.1 Analysis on the first section – General items In this section we tried to analyze the general buying behavior of respondents. So firstly, we had asked about the people in charge of buying clothes for their children. The results of survey showed us that women have a big influence on decision about buying the children’s clothes.1 Furthermore, as one of the objectives of this survey was to find out in which occasions the European consumers buy junior clothes, the analysis showed us, almost all of them buy when they need it without any big differences between nationalities. The second occasion is “buying when they just like something” except from Spain, Germany and France which prefer to buy 1 Appendix : 1.1. Who is in charge of buying children’s clothes X Gender 8
  9. 9. children’s clothes during the sales. Apart from these results, wecan suppose that these nationalities are more sensible to priceof products.2The analysis of question four regarding the favorite children’sclothes shops of the respondents shows that in general the fourmost popular stores for children’s clothes are: On the firstposition H&M by 21%, followed with C&A by 11%, Decathlonby10% and lastly Zara by 7%. These stores operate in the lowprice segment of the textile market and offer besides juniortextile also a range of clothes for adults.When we analyze these shops considering the countries, theresults show that H&M is really popular competitor forDecathlon in Finland, Germany, Netherlands and Belgium; whilemost of the Hungarian respondents tend to buy from C&A.32 Appendix: 1.2. In which occasions X Country3 Appendix: 1.3. Competitors X Country 9
  10. 10. Concerning the reasons of choosing these shops, there were 5basic factors: color, comfort, convenience, price, design. It wasalso surprising since it’s mentioned that some markets aresensible to price as result of desk research. But after receivingthe results of online survey, it can be seen that the first factorwhich attracts most of the consumers (except from Spanish andHungarian respondents) in these stores is colors of products.On the other hand, Hungarian, French and Finnish respondentsthink that price is the secondly most important reason forchoosing these shops.After analyzing the most preferred shops in Europe and thefactors which affect their choice, we also checked the consumerbehavior related with web -stores and second hand shops. 10
  11. 11. So concerning second hand shops, it’s observed that most of the European consumers prefer to buy new clothes for their children (61%). Yet, it’s more common to buy from second-hand shop in Hungary, France and Germany comparing with other European countries.4 About web-stores, it can be understood from the results that they are not so attractive for the European consumers. Almost 69% percent of respondents said that they never buy clothes of their children through web-stores. O n t h e o t h e r h a n d , t h e y o u n g p e o p l e ( b e t w e e n 2 5 - 4 5 y e a r s o l d 5) with qualified job6 especially from France, Germany and Finland7 tend to buy through internet their children’s clothes.5.2 Analysis on the second section- Products In this section, there were some questions related with the products which Quechua is offering for junior hiking clothes (fleeces, jackets, t-shirts and pants). With these questions, we had aimed to analyze the thought of European consumers about these clothes. In general, the rank of buying children clothes is: 1st pants (85%), 2nd jacket (72%), 3rd sport T-shirt (59%) and 4th fleeces (44%). 8 4 Appendix: 1.4. Second-hand shops X Country 5 Appendix:1.7.Buying from Web-stores X Age 6 Appendix:1.6. Buying from web-stores X Occupation 7 Appendix: 1.5.Buying from Webstores X Country 8 Appendix: 2.1. Demand on following products (last year) 11
  12. 12. Regarding the age of children, there are no significantdifferences in the purchasing of junior textile. The parents whohave children older than 12 years old, tend to buy more sport T-shirts than the others while the parents who have childrenyounger than 8 years old tend to buy more fleece jackets.Concerning the national buying habits of jackets, fleeces, sportT-shirts and pants, the data marks significant differences. Forexample, we can notice that Italy (28%), Poland (28%) andSpain (27%) buy more T-shirt than Finland (10%), France (17%)and Germany (17%). Concerning pants, Finland (38%), France(36%) and Belgium/NL (35%) buy more pants comparing to theothers. France is also a big consumer of fleeces (22%)comparing to the other countries. Finally, demand of jackets ishigher in Finland (35%) and Germany (35%).9When we look up the budgets for these 4 products on countrybasis, we can easily see that without difference betweenproducts, consumers from Netherlands and Belgium are tend tobuy more expensive clothes, while French, Hungarian and Polishconsumers prefer relatively cheaper ones.But when we analyze deeply of the price which consumers arewilling to pay for these products; it can be said that most of theEuropean consumers tend to buy jackets between 36€-50€(exception: Hungarian and Polish consumers are more prudent9 Appendix: 2.2. Type of products X Country 12
  13. 13. about the price of jackets-between 16€/25€-). Concerning thefleeces, the most common price is around 16€ and20; and for t-shirts, it is around 8€-15€ without any significant differenceamong 9 countries. Lastly, most of the European consumerspointed out that they are willing to pay between 21€-30€ for akids pant. 10Secondly, related with the criterias which European consumertake care about when they buy one of these 4 products, theresults showed us they give more importance to aesthetics andfit for T-shirts and pants while the most important criteria iswarmth and water resistance for fleeces and jackets.I f w e a n a l y z e t h e m o s t i m p o r t a n t c r i t e r i a s f o r e a c h p r o d u c t : 11For jackets: 1-Warmth, 2-Water resistance, 3-aesthetics, and 4-FitFor fleeces: 1-Warmth, 2-Softness, 3-Aesthetics, and 4-FitFor T-shirts: 1-Aesthetics,2-Maintainance, 3-Pleasant touch,and 4-FitFor pants: 1-Fit,2-Aesthetics,3-Solidity/Strength and 4-PleasanttouchIn addition to the analysis on the criterias for these 4 products,as Quechua wants to learn the level of consumers’ knowledge onmaterials used in these products, there were also 4 mainquestions about synthetics, wool and cotton.As consequences of our survey, we see that the most importantcharacteristic of wool considered as “warmth” while for cottonand synthetic is “ease of maintenance”.10 Appendix: 2.3.Budgets X Country11 Appendix: 2.4. Criteria X Products 13
  14. 14. Moreover the cotton in the t-shirts and pants is preferred to be easy to maintenance. Also this characteristic is the favourite for synthetic materials which are used by Quechua to produce jacket and fleeces.5.3 Analysis on the third section- Preferences In the third part of our survey, we would like to have more detailed information about the preferences of consumer on junior textile products in general. So we defined 8 basic factors (low price, ease of maintenance, aesthetics, fit (nicely cut), recycled components, strength, brand trust, country of origin) which may affect consumers’ choice and asked to the sample to rank the importance of these factors. 14
  15. 15. 5.3.1 Low price: Most of the European consumers ranked the low price as a important factor without big differentiation among the 9 European countries. Also results showed us it is not related with the number of children and the occupation of the respondents, except from the people with a professional occupation (e.g. lawyer and doctor) who pointed out that low price is slightly i m p o r t a n t f o r t h e m . 125.3.2 Maintenance, Strength, Aesthetics & Fit (Nicely cut): These are the factors which are ranked as important by most of the respondents. Furthermore, for the people who practices hiking rarely or do not practice hiking at all, think that aesthetics and nicely cut are very important factors when t h e y ’ r e c h o o s i n g c l o t h e s f o r t h e i r c h i l d r e n . 135.3.3 Recycled components: As one of the comparative advantages of Quechua is using the environment-friendly materials, they wanted to know how important this factor is for the European consumers. The results showed us that most of respondents give slightly importance on that factor. Plus, the respondents from Netherlands and Belgium p o i n t e d o u t t h a t r e c y c l e d c o m p o n e n t s a r e n o t i m p o r t a n t a t a l l . 145.3.4 Brand trust: This factor is also related with the brand loyalty of consumers. So the results showed us brand trust is a important factor for Dutch, Hungarian and Polish consumers and it is not important at all for Spanish consumers. For the rest of countries it has slight importance. In addition importance of brand trust doesn’t differentiate significantly when we compare it among different 12 Appendix: 3.1.Low Price 13 Appendix :3.2. Ease of Maintenance Strength, Aesthetics & Fit 14 Appendix: 3.3. Recycled components 15
  16. 16. occupations. But we also noticed that the unemployed people d o n ’ t g i v e a n y i m p o r t a n c e a t a l l o n b r a n d t r u s t . 155.3.5 Country of Origin: Almost all of the respondents do not think that the nationality of product is an important factor which may affect their decision on buying; except from the Italian consumers who ranked it as a n i m p o r t a n t o n e . 165.4 Analysis on the fourth section- Identification In this section, we focus on the main identifications of the respondents, besides this we also tried to figure out their knowledge about decathlon and practice of hiking behaviour. To start with range of the countries, we see that most of the respondents are from Italy, France and Hungary. As it’s already mentioned in limitations part of report, this could be seen as a disadvantage for analyzing the data for the “European market”. Since we noticed this big range differences between the countries, we tried to analyze all questions based on every country which attends to EuroSurvey. Moreover, as Quechua objective of this survey is to challenge the new collection, we are going to focus on the specificities of children’s age, practice of hiking and the occupation of the respondent. Our typical profile of respondents are female between 36 to 45 years old , with an occupation of qualified employee (teacher, 15 Appendix: 3.4. Brand trust 16 Appendix: 3.5. Country of Origin 16
  17. 17. nurse, etc) who live in small towns (between 5 000 to 50 000).They mostly have 2 children (44%) older than 12 years old(28%). 17Considering the knowledge of Decathlon, results showed that itis very popular in France and Spain, and they frequently buy inDecathlon. This result is logical, because Decathlon has a lot ofs t o r e s i n t h o s e c o u n t r i e s . 18According to the last product bought from Decathlon, weobserved differences between ages of children. Concerningchildren less than 4 years old are using more pants, for 4-8years old they’re using more fleeces, between 9-10 they tend touse more jackets, between 11-12 years old they demand morepants, finally the children older than 12 years old demand mores p o r t t - s h i r t . 19Besides of these results, most of respondents practise hikingw i t h t h e i r c h i l d r e n r e g u l a r l y ( 5 3 % ) 20 e x c e p t f r o m G e r m a n a n dDutch respondents.17 Appendix: 4.1. Profile of respondents18 Appendix : 4.2. Buying from Decathlon X Country19 Appendix: 4.3.Last product from Decathlon X Age of children20 Appendix: 4.4. Hiking Practice 17
  18. 18. The people who practise hiking with their children (frequently& rarely) don’t prefer to buy children’s clothes from Decathlon. 18
  19. 19. 6 Managerial Summary6.1 Profile of respondents: Concerning the main characteristics of the respondents, we can affirm due to our results that a big percentage of the sample is female between 36 to 45 years old, with an occupation of qualified employee (teacher, nurse, etc). Many of the respondents are from Italy, France and Hungary who live in small towns (between 5 000 to 50 000).They have mostly 2 children older than 12 years old. Most of them practice hiking with their children regularly but unfortunately they don’t prefer to buy from Decathlon.6.2 Key Findings: About the buying behavior of respondents, we figured out that they usually buy clothes for their children when they need it. Also results show us that people with qualified job tend to buy through internet their children’s clothes, but web-stores are not so attractive for the European customers. When we focus on the preferences of customer, we realized that environmental factors on the junior clothes are slightly important without any differences between countries. Moreover, except from Finland, the price of children’s clothes is important. In addition, only for Finland and Germany, the aesthetic is very important. Concerning the brand trust, for German and Spanish consumers, is not important while Italian and Finnish people think that it is slightly important. On the other hand, surprisingly, brand trust is important for the Hungarian consumers. Also people who practice hiking tend to spend more money in Decathlon, even they are willing to spend more money especially in hiking clothes. That means that they take care about the quality (materials) of products more than the people who don’t practice hiking. 19
  20. 20. 7 Recommendations for Quechua As a result of our desk research and survey, there are several advices that we can give to Quechua. Firstly, Decathlon and Quechua should try to hold people who practice hiking, due to they tend to spend more money in hiking clothes and show loyalty to the Decathlon. Besides they are willing to spend more money in clothes (mainly in jackets) than people who do not practice hiking. On the other hand, if they want to attract new customers, Quechua should fabricate more fashionable clothes. Moreover, as Quechua wants to point out their effort on protecting environment, they should promote this characteristic of their products. So they could improve the brand image and also get the competitive advantage over its competitors. For the advertising and communication strategy, we advice to Quechua to focus on women since they have a big influence on buying decision of children’s clothes. Concerning the online shopping, Quechua should keep their website and web stores simple to increase their web sales. In addition, Quechua should observe closely H&M, Zara and C&A which is the biggest competitor in all the countries we analyzed. Finally, we see that consumers pay attention on color except from price and quality. So we recommend to Quechua to follow the color trends in each country, trying to differentiate in their distribution channels which colors they sell in that market. 20
  21. 21. 8 Appendix1. Analysis on the first section – General items 1.1. Who is in charge of buying children’s clothes X Gender 1.2. In which occasions X Country 21
  22. 22. 1.3. Competitors X CountryMost important shops in the EuroSurvey countries Belgium-NL France Finland Germ any Hungary Italy Poland Spain Total h_and_m 12% 10% 23% 20% 21% 5% 1% 8% 100% C_and_A 13% 3% 0% 24% 55% 0% 0% 5% 100% DeCAthlon 4% 59% 0% 0% 22% 6% 3% 6% 100% Negozi 0% 0% 0% 0% 0% 100% 0% 0% 100% zara 12% 12% 0% 6% 25% 8% 2% 35% 100% oviesse 0% 0% 0% 0% 0% 100% 0% 0% 100% Benetton 0% 0% 2% 0% 2% 93% 0% 2% 100% Kiabi 0% 97% 0% 0% 0% 0% 0% 3% 100% la_redoute 7% 89% 0% 0% 0% 0% 0% 4% 100% Kappahl 0% 0% 100% 0% 0% 0% 0% 0% 100% Auchan 0% 17% 0% 0% 75% 8% 0% 0% 100% Tradycyjnych 0% 0% 0% 0% 0% 0% 95% 5% 100% Lindex 0% 0% 100% 0% 0% 0% 0% 0% 100% Okaidi 0% 95% 0% 0% 0% 5% 0% 0% 100% Tesco 0% 0% 0% 0% 100% 0% 0% 0% 100% vert_baudet 0% 89% 0% 11% 0% 0% 0% 0% 100% Citym arket 0% 0% 100% 0% 0% 0% 0% 0% 100% la_halle_aux_vetements 0% 100% 0% 0% 0% 0% 0% 0% 100% abbigliamento 0% 0% 0% 0% 0% 100% 0% 0% 100% grandi_m agazzini 0% 0% 0% 0% 0% 100% 0% 0% 100% JBC 100% 0% 0% 0% 0% 0% 0% 0% 100% Intersport 23% 38% 15% 8% 15% 0% 0% 0% 100% du_pareil_au_même 0% 100% 0% 0% 0% 0% 0% 0% 100% Total 7% 24% 13% 7% 18% 24% 3% 5% 1.4. Second-hand shops X Country Group no.1 Yes, Yes, but No, regul Total rarely never 0% 100% arly Belgium-NL 11% 20% 69% 100% Belgium-NL 69% 100% France 20% 24% 56% 100% France 56% 100% Finland 10% 52% 38% 100% Finland 52% 38% 100% Germany 13% 50% 37% 100% Germany 50% 100% Hungary 20% 46% 34% 100% Hungary 46% 100% Italy 3% 11% 87% 100% Italy 87% 100% Poland 9% 40% 51% 100% Poland 40% 51% 100% Spain 2% 6% 92% 100% Spain 92% 100% Other 0% 50% 50% 100% Other 50% 50% 100% Total 11% 28% 62% Total 62% 100% 22
  23. 23. 1.5. Buying from Web-stores X CountryBuying from Webstores X Country Betw 0% or Less More All or een 25 almost than than almost Total and 0% 25% 50% all 50% 0% 100% Belgium-NL 61% 30% 5% 3% 2% 100% Belgium-NL 61% 100% France 57% 30% 11% 2% <1% 100% France 57% 100% Finland 42% 38% 15% 0% 4% 100% Finland 42% 100% Germany 47% 27% 17% 7% 3% 100% Germany 47% 100% Hungary 89% 9% <1% 2% 0% 100% Hungary 89% 100% Italy 88% 9% 3% 0% 0% 100% Italy 88% 100% Poland 31% 46% 17% 6% 0% 100% Poland 46% 100% Spain 89% 6% 6% 0% 0% 100% Spain 89% 100% Other 100% 0% 0% 0% 0% 100% Other 100% 100% Total 71% 20% 7% 2% <1% Total 71% 100%1.6. Buying from Web-stores X Occupation 23
  24. 24. 1.7. Buying from Web-stores X Age Buying from Web-stores X Age 0% or almost Less than Between 25 More than All or almost Total 0% 25% and 50% 50% all Less than 25 years 75% 19% 5% 1% 0% 100% 25-35 59% 27% 10% 3% 2% 100% 36-45 75% 18% 6% <1% <1% 100% 46-55 78% 15% 5% 2% <1% 100% more than 55 years 50% 10% 10% 20% 10% 100% Total 71% 20% 7% 2% <1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Less than 25 years 75% 19% 5% 100% 25-35 59% 27% 10% 3% 100% 36-45 75% 18% 6% 100% 46-55 78% 15% 5% 100% more than 55 years 50% 10% 10% 20% 10% 100% Total 71% 20% 7% 100%2. A n a l y s i s o n t h e s e c o n d s e c t i o n - P r o d u c t s 2.1. Demand on following products (last year) 2.2. Type of products X Country Type of product bought last year / country Fleece Sport Jacket Pants 0% 50% 100% jacket t-shirt Belgium-NL 31% 13% 21% 35% Belgium-NL 31% 35% 100% France 25% 22% 17% 36% France 25% 36% 100% Finland 35% 17% 10% 38% Finland 35% 38% 100% Germany 35% 16% 17% 33% Germany 35% 33% 100% Hungary 29% 17% 22% 32% Hungary 29% 32% 100% Italy 26% 15% 28% 31% Italy 26% 28% 31% 100% Poland 28% 16% 28% 27% Poland 28% 28% 27% 100% Spain 25% 19% 27% 29% Spain 25% 27% 29% 100% Total 28% 17% 23% 33% Total 28% 33% 100% p = <1% ; chi2 = 53.0 ; dof = 21 (VS) 24
  25. 25. 2.3. Budgets X Country 25
  26. 26. 2.4. Criteria X Products3. A n a l y s i s o n t h e t h i r d s e c t i o n - P r e f e r e n c e s 3.1. Low Price Low price X Country Not Slightly Very impor Impor It is a impor impor Total tant at tant priority tant tant 0% 100% all Belgium-NL 16% 42% 32% 8% 2% 100% Belgium-NL 42% 100% France 2% 22% 46% 23% 7% 100% France 46% 100% Finland 4% 52% 33% 10% 2% 100% Finland 52% 100% Germany 3% 30% 52% 13% 2% 100% Germany 52% 100% Hungary <1% 22% 47% 25% 6% 100% Hungary 47% 100% Italy 6% 24% 53% 13% 4% 100% Italy 53% 100% Poland 9% 9% 46% 31% 6% 100% Poland 46% 100% Spain 4% 19% 58% 15% 4% 100% Spain 58% 100% Other 0% 0% 100% 0% 0% 100% Other 100% 100% Total 5% 26% 47% 17% 4% Total 47% 100% 26
  27. 27. Low Price X No. of children 5 or 1 2 3 4 Total moreNot important at all 32% 38% 15% 9% 6% 100%Slightly important 32% 46% 18% 2% 2% 100%Important 32% 45% 18% 4% 2% 100%Very important 41% 40% 15% 3% 2% 100%It is a priority 21% 52% 17% 7% 3% 100%Total 33% 44% 17% 4% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Not important at all 32% 38% 15% 9% 6% 100% Slightly important 32% 46% 18% 100% Important 32% 45% 18% 4% 100% Very important 41% 40% 15% 100% It is a priority 21% 52% 17% 7% 100% Total 33% 44% 17% 100% 27
  28. 28. 3.2. Ease of Maintenance Strength, Aesthetics & FitAesthetics X Practice hiking Not Slightly Very impor Impor It is a impor impor Total tant at tant priority tant tant all Regularly Practice <1% 10% 45% 37% 8% 100% Rarely Practice 1% 9% 43% 34% 12% 100% Never practice 3% 5% 35% 38% 20% 100% Total 1% 9% 44% 36% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Regularly Practice 10% 45% 37% 8% 100% Rarely Practice 9% 43% 34% 12% 100% Never practice 5% 35% 38% 20% 100% Total 9% 44% 36% 10% 100%Fit X Hiking Practice Not Slightly Very impor Impor It is a impor impor Total tant at tant priority tant tant all Regularly Practice <1% 10% 41% 36% 12% 100% Rarely Practice <1% 11% 41% 34% 14% 100% Never practice 8% 0% 43% 33% 18% 100% Total 1% 10% 41% 35% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Regularly Practice 10% 41% 36% 12% 100% Rarely Practice 11% 41% 34% 14% 100% Never practice 8% 43% 33% 18% 100% Total 10% 41% 35% 13% 100% 28
  29. 29. Strength X Hiking Practice Not Slightly Very impor Impor It is a impor impor Total tant at tant priority tant tant all Regularly Practice 1% 8% 35% 43% 12% 100% Rarely Practice 1% 7% 38% 43% 11% 100% Never practice 3% 18% 33% 35% 13% 100% Total 1% 8% 36% 42% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Regularly Practice 8% 35% 43% 12% 100% Rarely Practice 7% 38% 43% 11% 100% Never practice 18% 33% 35% 13% 100% Total 8% 36% 42% 12% 100%3.3. Recycled componentsRecycled components X Country Not Slightly Very impor Impor It is a impor impor Total tant at tant priority tant tant all Belgium-NL 42% 37% 18% 2% 2% 100% France 14% 58% 23% 4% <1% 100% Finland 29% 65% 6% 0% 0% 100% Germany 23% 42% 23% 10% 2% 100% Hungary 31% 41% 22% 4% 2% 100% Italy 15% 36% 33% 11% 5% 100% Poland 43% 43% 9% 3% 3% 100% Spain 26% 47% 26% 0% 0% 100% Other 33% 0% 67% 0% 0% 100% Total 24% 44% 24% 6% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Belgium-NL 42% 37% 18% 100% France 14% 58% 23% 4% 100% Finland 29% 65% 6% 100% Germany 23% 42% 23% 10% 100% Hungary 31% 41% 22% 4% 100% Italy 15% 36% 33% 11% 5% 100% Poland 43% 43% 9% 100% Spain 26% 47% 26% 100% Other 33% 67% 100% Total 24% 44% 24% 6% 100% 29
  30. 30. 3.4. Brand trustBrand trust X Country Not Slightly Very impor Impor It is a impor impor Total tant at tant priority tant tant all Belgium-NL 16% 24% 39% 16% 5% 100% France 14% 32% 31% 19% 4% 100% Finland 31% 48% 19% 2% 0% 100% Germany 37% 38% 18% 7% 0% 100% Hungary 13% 23% 42% 14% 8% 100% Italy 16% 37% 25% 19% 3% 100% Poland 26% 23% 29% 23% 0% 100% Spain 60% 32% 8% 0% 0% 100% Other 0% 0% 67% 0% 33% 100% Total 22% 32% 28% 14% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Belgium-NL 16% 24% 39% 16% 5% 100% France 14% 32% 31% 19% 100% Finland 31% 48% 19% 100% Germany 37% 38% 18% 7% 100% Hungary 13% 23% 42% 14% 8% 100% Italy 16% 37% 25% 19% 100% Poland 26% 23% 29% 23% 100% Spain 60% 32% 8% 100% Other 67% 33% 100% Total 22% 32% 28% 14% 100%Brand trust X Occupation Not Slightly Very It is a important Important Total important important priority at all Student 17% 25% 33% 14% 10% 100% Self-employed/Business Owner 15% 36% 31% 18% 0% 100% Professional (Doctor, Lawyer, other) 22% 35% 22% 14% 6% 100% Qualified employee/expert (Teacher, Nurse, other) 24% 33% 25% 16% 2% 100% Operator/industrial worker 29% 34% 23% 13% 2% 100% Top Management 3% 29% 45% 16% 6% 100% Retired 33% 67% 0% 0% 0% 100% Unemployed 50% 30% 20% 0% 0% 100% Housewife 22% 35% 29% 10% 4% 100% Other 23% 28% 37% 9% 3% 100% Total 22% 32% 28% 14% 3% 30
  31. 31. 3.5. Country of OriginCountry of Origin X Country Not Slightly Very impor Impor It is a impor impor Total tant at tant priority tant tant all Belgium-NL 52% 29% 18% 2% 0% 100% France 18% 37% 33% 7% 5% 100% Finland 19% 62% 15% 4% 0% 100% Germany 15% 43% 30% 10% 2% 100% Hungary 24% 43% 24% 8% <1% 100% Italy 14% 22% 32% 21% 11% 100% Poland 34% 40% 23% 3% 0% 100% Spain 36% 32% 21% 11% 0% 100% Other 0% 0% 67% 33% 0% 100% Total 23% 35% 27% 11% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Belgium-NL 52% 29% 18% 100% France 18% 37% 33% 7% 5% 100% Finland 19% 62% 15% 100% Germany 15% 43% 30% 10% 100% Hungary 24% 43% 24% 8% 100% Italy 14% 22% 32% 21% 11% 100% Poland 34% 40% 23% 100% Spain 36% 32% 21% 11% 100% Other 67% 33% 100% Total 23% 35% 27% 11% 4% 100% 31
  32. 32. 4. Analysis on the fourth section- Identification 4.1. Profile of respondents 32
  33. 33. 4.2. Buying from Decathlon X Country 33
  34. 34. 4.3. Last product from Decathlon X Age of children Purchase of following products Non response (<1%) Jacket (73%) Pants (86%) Fleece jacket (45%) Sport t-shirt (59%)4.4. Hiking Practicepractise hiking children No. % cit. Regularly Practice 356 53% Rarely Practice 274 41% Never practice 40 6% Total 670 100% 6% 41% 53% 34

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