Perspectives on trends in winter sports of snowboarding and skiing
Cardiff Metropolitan University
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As a result of worldwide constantly growing competition in nearly all areas due to an increasing variety of products on international markets successful product development and marketing is crucial for business success. Therefore the prediction of consumer preferences regarding products and their related services has become extremely important and is an essential aspect of marketing today. The aim of this dissertation is to analyse and explain a possible future trend movement within the two main winter sport activities, skiing and snowboarding. This dissertation is divided into two main parts. The first part, which was analysed via secondary research, observed and analysed the history and development of both industries under the aspects of strategy, marketing theories, including trend models and the possible influences of climate changes. In the second part, primary research, the author carried out a field study including an analysis of such a potential trend development, in Innsbruck, Austria. A systematic, internet-based questionnaire was distributed at the University of Innsbruck. The analysis of these questionnaires was made under aspects of recent technical product development of skis and snowboards, image factors and age profiles of the survey participants. Through the analysis of the collected questionnaires the author discovered change processes in winter sport preferences in particular a change from snowboarding to skiing. The main reasons for this change were increasing age, safety considerations and technical arguments such as the performance convergence of skis and snowboards. The result of the analysis showed that the majority of the participants had started winter sport with skiing then had changed during teen years to snowboarding and currently have moved to skiing again or can imagine changing to skiing in foreseeable future.
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