Target group segmentation and cluster analysis of German equestrians

Horse riding is deeply rooted into the European equestrian heritage, triggering a specific consumer behaviour based mostly on key values such as fitness, success and social recognition. Riding schools are the main access point to equestrian sports and thus of great importance to the entire industry. This research intends to elaborate on how the horse riding service providers (mainly riding schools) could become more competitive and more sustainable through understanding consumer buying behaviour. The first stage of the research was to identify the consumer segments of the German horse riding market, more precisely potential and existing equestrians. A sample of 679 people was investigated via an on-line survey. The main findings of the cluster analysis are that Cluster 1 – formed by the youngest respondents - is driven mainly by the desire to compete, be healthy and fit, be successful and active. Moreover this segment seems to be willing to pay the most for the ‘perfect single riding lesson’. Cluster 2 – having the highest income and education - is not driven by new trends but rather by an everlasting and traditional love for equines and partnership with the horse and also by pastime – relaxing opportunities. In this group we can find people interested in other equine activities such as: hacking, groundwork, horsemanship, endurance riding or working equitation. The last group - Cluster 3 also gives low importance to competition, success and thrill, but values exercising/being active and health and fitness more than the previous cluster. Overcoming fears, sociability and work/life balance are also important motivations, but not as much as for Cluster 1, whilst social recognition and the fact that riding is trendy only play a minor role in their decision. According to the self-evaluation of Cluster 3 equestrians they have the lowest riding skills being also the oldest group. With an average of 40 euros this group would be willing to pay the least for the ‘perfect single riding lesson’. Yet, they are the ones who are currently paying the most for their equestrian training.