Which ski boards have a bad reputation?
A new survey by The Wall Street Journal finds that most of the ski boards in the US are seen as bad.
The survey, conducted by the firm Ski Brands Inc., found that only about 30% of US ski companies surveyed are liked or respected.
But that’s not all.
About 80% of the respondents said they have a negative opinion of the company’s brands.
“This study underscores that the negative perceptions of ski brands are rooted in a lack of trust in their brands,” said Craig R. Wigdor, Ski Brands’s chief marketing officer.
“The survey also shows that consumers are still uncertain about the quality of the brands they purchase, and are willing to pay more for products that they trust.”
WSJ.com/poll WSJ Poll: Which brands have the most negative public perceptions?
By WSJ staff, July 20, 2018 10:12:21The WSJ poll surveyed 1,000 people between July 14 and 20.
Of those, about 70% were over 18, and about 15% were between 18 and 35.
Most of the questions asked were aimed at companies that make skis and boardwalks.
They include, among others, “Who is the biggest ski brand in the world?”
“Which ski brands would you rather own: Northstar, Norge, or Klim?
Which of the following brands are the most trustworthy: Drexel, Skippy, Nesbitt, or Summit?”
The poll was conducted online through SurveyMonkey and SurveyMonarch, and it has a margin of error of plus or minus 3.5%.
“Ski brands have been known for having a reputation of being unreliable and not always providing the best products,” said Wigdor.
“People can feel like they’re being treated poorly by the companies that they purchase products from.”
The WSJ surveyed nearly 200 skiers, snowboarders, and snowboard companies.
“There are a lot of different ski brands, and the ones that people like tend to be the ones you want to be loyal to,” said Patrick R. Stahl, CEO of Summit Brands Inc. “And I think you need to be careful about which brands are perceived as trustworthy.”
The survey also asked about trustworthiness of the companies.
A total of 71% of respondents said that they trusted Summit to make the best snowboards, while 21% said that Nesbit was the best.
“Nesbit has done a good job in their snowboard business, and there’s a perception that they’re not as good as they should be,” Stahl said.
The poll also asked how the companies fared in the winter weather.
Sixty-one percent of respondents surveyed said they were satisfied with their product in the cold, compared to 31% who said they felt that their product was not strong enough in the snow.
And, of the 10 companies that said they had the most snowboard snowboard, 12% were rated the most reliable.
“I think the perception that companies have of their products is a big part of the reason people like them,” Stalahl said, adding that customers have a tendency to trust brands that they like. WSJ/poll