Gille Claudia, Kayser Maike, Spiller Achim
Georg-August University of Goettingen, Department of Agricultural Economics and Rural Development, Platz der Goettinger Sieben 5, 37073 Goettingen, Germany.
J Equine Sci. 2010;21(4):67-72. doi: 10.1294/jes.21.67. Epub 2011 Jan 29.
Whereas in former times horses were reserved primarily for people involved in agriculture, elite equestrians or the military, nowadays equestrian sport has become an activity for people with a wide variety of backgrounds. However, as more and more people become involved with equestrian sport today, the knowledge concerning animal husbandry in general is diminishing due to an alienation from agricultural themes in modern societies. As a consequence, this development affects both riding ability and the appraisal of horses, especially with respect to the purchase of horses. In order to analyse which factors influence purchase decisions in the horse market in conjunction with equestrian experience, 739 horse riders were surveyed on their purchase behaviour in this study. Using cluster analysis, a typology was generated that provides a differentiated picture of the preferences of the various rider groups. Three clusters were distinguished: the "amateurs", the "experienced" and the "experts". Taking personal horse riding proficiency into account, it could be concluded that especially the "amateur" group required objective criteria for the evaluation of a horse they are considering purchasing. Alongside "measureable" qualities, such as previous showing success or the level of training of the horse, also other attributes such as the simple handling of the horse should be taken into consideration. As particularly the "amateur" group in equestrian sport is increasing in numbers, it is therefore advisable when preparing a horse for sale to align oneself to the needs of this customer segment in order to ensure an effective and targeted marketing of horses.
在过去，马主要是供从事农业的人、精英骑手或军人使用，而如今，马术运动已成为具有广泛背景的人们参与的一项活动。然而，随着如今越来越多的人参与到马术运动中，由于现代社会与农业主题相疏离，关于畜牧业的一般知识正在减少。因此，这种发展既影响骑行能力，也影响对马的评估，尤其是在购买马匹方面。为了分析哪些因素结合马术经验影响马匹市场的购买决策，本研究对739名骑手的购买行为进行了调查。通过聚类分析，生成了一种类型学，它提供了不同骑手群体偏好的差异化图景。区分出了三个类别：“业余骑手”、“有经验的骑手”和“专家骑手”。考虑到个人骑马水平，可以得出结论，尤其是“业余骑手”群体在评估他们考虑购买的马匹时需要客观标准。除了“可衡量”的品质，如以往比赛成绩或马匹训练水平，还应考虑其他属性，如马匹的易驾驭性。由于马术运动中尤其是“业余骑手”群体的数量在增加，因此在准备出售马匹时，建议根据这个客户群体的需求来调整，以确保马匹的有效和有针对性的营销。
