Maike Kayser

Target Group Segmentation in the Horse Buyers' Market against the Background of Equestrian Experience.

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.

Factors influencing the attitude of equestrians towards sport horse welfare

Until now, only a limited amount of research has been carried out on addressing attitudes towards sport horse welfare (AHW). In order to contribute to filling this gap, the goals of this study were two-fold: the investigation of the influence of different demographic factors and factors related to equestrianism on the AHW and the demonstration of the applicability of Partial Least Squares Equation Modelling (PLS) in this field of research. An online survey was conducted among 2,947 equestrians. A research model was established based on eleven factors, which were investigated for their potential influence on the AHW and their relationships to each other. This model was analysed by means of PLS which, to the best of our knowledge, has not been used before to investigate human attitudes towards horses (Equus caballus). The results show that the factors with the highest impacts on the AHW were the affection for animals, the attitude towards classically organised equestrianism and the utility orientation. Gender, income, agricultural background, tradition, brand orientation and the importance of breed and pedigree were also found to exert a significant influence on the AHW. In contrast, age and involvement in horse-riding as a hobby were found to have no effect on the AHW. Furthermore, several significant relationships could be identified among the different factors. In conclusion, the present study provides an insight into the factors influencing the complex AHW and demonstrates the applicability of the PLS for research in this field.