1. EuroSurvey
Individual Report
Marketing Research on
the Junior Hiking Textile Market for Quechua
Dilara ADAYLAR
Annecy, 6th of April 2010

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
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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. 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. 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. 4 Re sults o f de sk research
4.1 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. 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. (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. children’s clothes during the sales. Apart from these results, we
can suppose that these nationalities are more sensible to price
of products.2
The analysis of question four regarding the favorite children’s
clothes shops of the respondents shows that in general the four
most popular stores for children’s clothes are: On the first
position H&M by 21%, followed with C&A by 11%, Decathlon
by10% and lastly Zara by 7%. These stores operate in the low
price segment of the textile market and offer besides junior
textile also a range of clothes for adults.
When we analyze these shops considering the countries, the
results show that H&M is really popular competitor for
Decathlon in Finland, Germany, Netherlands and Belgium; while
most of the Hungarian respondents tend to buy from C&A.3
2 Appendix: 1.2. In which occasions X Country
3 Appendix: 1.3. Competitors X Country
9

10. Concerning the reasons of choosing these shops, there were 5
basic factors: color, comfort, convenience, price, design. It was
also surprising since it’s mentioned that some markets are
sensible to price as result of desk research. But after receiving
the results of online survey, it can be seen that the first factor
which attracts most of the consumers (except from Spanish and
Hungarian respondents) in these stores is colors of products.
On the other hand, Hungarian, French and Finnish respondents
think that price is the secondly most important reason for
choosing these shops.
After analyzing the most preferred shops in Europe and the
factors which affect their choice, we also checked the consumer
behavior related with web -stores and second hand shops.
10

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. Regarding the age of children, there are no significant
differences in the purchasing of junior textile. The parents who
have children older than 12 years old, tend to buy more sport T-
shirts than the others while the parents who have children
younger than 8 years old tend to buy more fleece jackets.
Concerning the national buying habits of jackets, fleeces, sport
T-shirts and pants, the data marks significant differences. For
example, we can notice that Italy (28%), Poland (28%) and
Spain (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 the
others. France is also a big consumer of fleeces (22%)
comparing to the other countries. Finally, demand of jackets is
higher in Finland (35%) and Germany (35%).9
When we look up the budgets for these 4 products on country
basis, we can easily see that without difference between
products, consumers from Netherlands and Belgium are tend to
buy more expensive clothes, while French, Hungarian and Polish
consumers prefer relatively cheaper ones.
But when we analyze deeply of the price which consumers are
willing to pay for these products; it can be said that most of the
European consumers tend to buy jackets between 36€-50€
(exception: Hungarian and Polish consumers are more prudent
9 Appendix: 2.2. Type of products X Country
12

13. about the price of jackets-between 16€/25€-). Concerning the
fleeces, the most common price is around 16€ and20; and for t-
shirts, it is around 8€-15€ without any significant difference
among 9 countries. Lastly, most of the European consumers
pointed out that they are willing to pay between 21€-30€ for a
kids pant. 10
Secondly, related with the criterias which European consumer
take care about when they buy one of these 4 products, the
results showed us they give more importance to aesthetics and
fit for T-shirts and pants while the most important criteria is
warmth 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 : 11
For jackets: 1-Warmth, 2-Water resistance, 3-aesthetics, and 4-
Fit
For fleeces: 1-Warmth, 2-Softness, 3-Aesthetics, and 4-Fit
For T-shirts: 1-Aesthetics,2-Maintainance, 3-Pleasant touch,
and 4-Fit
For pants: 1-Fit,2-Aesthetics,3-Solidity/Strength and 4-Pleasant
touch
In addition to the analysis on the criterias for these 4 products,
as Quechua wants to learn the level of consumers’ knowledge on
materials used in these products, there were also 4 main
questions about synthetics, wool and cotton.
As consequences of our survey, we see that the most important
characteristic of wool considered as “warmth” while for cotton
and synthetic is “ease of maintenance”.
10 Appendix: 2.3.Budgets X Country
11 Appendix: 2.4. Criteria X Products
13

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. 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 . 12
5.3.2 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 . 13
5.3.3 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 . 14
5.3.4 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. 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 . 15
5.3.5 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 . 16
5.4 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. 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%). 17
Considering the knowledge of Decathlon, results showed that it
is very popular in France and Spain, and they frequently buy in
Decathlon. This result is logical, because Decathlon has a lot of
s t o r e s i n t h o s e c o u n t r i e s . 18
According to the last product bought from Decathlon, we
observed differences between ages of children. Concerning
children less than 4 years old are using more pants, for 4-8
years old they’re using more fleeces, between 9-10 they tend to
use more jackets, between 11-12 years old they demand more
pants, finally the children older than 12 years old demand more
s p o r t t - s h i r t . 19
Besides of these results, most of respondents practise hiking
w 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 d
Dutch respondents.
17 Appendix: 4.1. Profile of respondents
18 Appendix : 4.2. Buying from Decathlon X Country
19 Appendix: 4.3.Last product from Decathlon X Age of children
20 Appendix: 4.4. Hiking Practice
17

18. The people who practise hiking with their children (frequently
& rarely) don’t prefer to buy children’s clothes from Decathlon.
18

19. 6 Managerial Summary
6.1 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. 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. 8 Appendix
1. 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. 1.3. Competitors X Country
Most 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. 1.5. Buying from Web-stores X Country
Buying 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. 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. 2.3. Budgets X Country
25

26. 2.4. Criteria X Products
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
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. Low Price X No. of children
5 or
1 2 3 4 Total
more
Not 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. 3.2. Ease of Maintenance Strength, Aesthetics & Fit
Aesthetics 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. 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 components
Recycled 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. 3.4. Brand trust
Brand 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. 3.5. Country of Origin
Country 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. 4. Analysis on the fourth section- Identification
4.1. Profile of respondents
32

33. 4.2. Buying from Decathlon X Country
33

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 Practice
practise hiking children
No. % cit.
Regularly Practice 356 53%
Rarely Practice 274 41%
Never practice 40 6%
Total 670 100%
6%
41% 53%
34