Working with ESS Data on parameters like income, age, leisure time etc. to arrive at rating of each countries in ranking them according to ease of setting up herbal spa business.

1. Feasibility Analysis of Herbal Spa in European Countries
Methodology
1. Use Intercountry analysis to shortlist the
mot receptive European countries
2. Use Intracountry analysis to verify the
results obtained
Variables
• Feelings about household’s income
nowadays
• Important to have a good time
• Important to care for nature &
environment
• Important to try new & different things
in life
World Naturopathic Federation
2015
To determine which countries will be the most receptive to the concept of a Herbal Spa
Naturopathy & World
India has a positive country of association worldwide when it comes to all things herbal. Given the growing trend in naturopathy, we
would like to conduct a feasibility analysis of a herbal spa in different European countries
OVERVIEW
European Union of Naturopathy

2. • Over half a million people called on the
European Commission to save Europe's
nature laws in a public consultation – by far
the highest number of responses ever
reached in the history of the EU
• Around six in ten Europeans think that Public
authorities should favour environmental
friendly considerations over cost
considerations, when they make decisions
• Protecting the environment remains a
personally important topic for 95% of
Europeans, with 100% of the respondents in
Sweden and 99% in Malta saying so
• 72% of Europeans are willing to pay more for
products which are specifically
environmentally friendly
Literary Research
Growing care for Environment Lucrative Industry
Change in Consumer Behaviour Wellness Industry
• Global Spa Industry: Near $100 Billion Market
– With Over 100K Spas
• Regional Spa Industry Leaders & Growth 2007-
2013
Europe: $29.8 billion (+62%)
Asia-Pacific: $18.8 billion (+65%)
North America: $18.3 billion (+35%)
Latin America/Caribbean: $4.7 billion (+86%)
Middle East/North Africa: $1.7 billion (+134%)
Sub-Saharan Africa: $800 million (+186%)
• People are paying more attention to living a
green, environmentally friendly lifestyle and
this translates over into their spa treatments
as well

3. #sclmeet
How often
socially meet
with
friends,relatives
or collleagues
#inprdsc
How many
people with
whom you can
discuss intimate
& personal things
#sclact
Take part in social
activities
compared to
others of same
age
#impenv
Important to
care for nature
& environment
#impdiff
Important to try new
and different things
in life
#hincfel
Feeling about
household's income
nowadays
# fltpcfl: Felt
calm and
peaceful, how
often past week
• Individualistic
• General health
• Interested in natural
products
• Comfortable income
level
• Interested to try new
things
#health
Subjective
general health
#ipgdtim
Important to
have a good
time
Denmark – Norway – Switzerland – Sweden – Netherlands – Iceland – Germany – United
Kingdom – Slovenia – Finland
Intercountry analysis using ESS Data from year 2012
• Step 1: Considering the TG we decided that
subjective income level be used as a factor to
rank top ten countries
• Step 2: Based on the research question we
considered many parameters but finalized on
3 more factors to further narrow down target
countries
0
0.5
1
1.5
2
2.5
3
3.5
DK CH NL DE SI FR IT IE PL EE CY SK RU AL BG
Feelingsabouthousehold’sincome
(1=LivingComfortably;4=VeryDifficult)
Country
Average
StdDev

4. 0
0.5
1
1.5
2
2.5
3
3.5
CH SI DE IS DK FI NL SE GB NO
1=Verymuchlkeme;4=Notlikemeatall
Country
Average
StdDev
Intercountry analysis using ESS Data from year 2012
Intracountry analysis using ESS Data from year 2012
The three factors selected for their relevance are,
ipgdtim – Important to have a good time
impenv – Important to care for nature
impdiff – Important to try new & different things in life
We calculated the mean and standard deviation for the ten
countries for the above parameters and using the results we
calculated the equal weighted average arrived at Fig.2
Fig. 2 – Comparison of means of parameters
Objectificati
on of Data
ratings
If 1 across all 3
parameters
then assign 1
otherwise 0
Percentage of
sample
population with 1
in each country is
taken
Conversion
of ipgdtim,
impdiff &
impenv to
1 or 0
Country Mean
CH 0.69
SI 0.69
DE 0.58
FI 0.52
NL 0.51
IS 0.50
DK 0.49
SE 0.44
GB 0.36
NO 0.35
Switzerland – Slovenia – Germany
1,2,3 =1
4,5,6=0

5. • Difficult to find parameters that
perfectly suit the research
question
• Difference in scales among the
parameters
• Extreme Response style according
to the country
Conclusion
Limitation
By using two approaches to determine the most receptive countries, we found that three countries
to be prevalent in both the approaches. Therefore we will start our herbal spa first in the following
countries:
•Switzerland
•Slovenia
•Germany

6. • http://www.tns-opinion.com/content/europeans-and-environment-sept-2014
• http://ec.europa.eu/environment/pdf/EB_PresentationEB752.pdf
• http://www.globalwellnesssummit.com/press-releases/press-release-global-spa-industry-
now-valued-at-94-billion-thermal-mineral-springs-market-at-50-billion-wellness-tourism-
rises-to-494-billion
• http://www.spaboom.com/spa-trends-for-2015/
References