This focus group is focusing on your experience with different helmet brands and how brand loyalty has influenced your helmet purchases. To start, we’ll talk about what helmets you currently have/use and what you like or dislike.
I. A LITTLE ABOUT YOU (5 min)
A. Let’s go around the room and tell me where you’re from.
B. What equestrian teams are you on?
C. How long have you been riding?
D. What disciplines do you do/have experience doing?
II. INFORMATION ABOUT YOUR HELMET (5 min) A. What kind of helmet do you have?
B. When did you buy it?
C. Why did you buy it?
D. Were there any factors other than the features of the helmet?
E. How do you like it?
III. WHAT IF…? (10 min)
A. What would you change about your helmet? Why?
B. What are some features you’d consider when looking at a new helmet? Why?
C. If you could get yourself a new helmet of your choosing, what would you get?
IV. HELMET BY DISCIPLINE (10 min)
A. When you think Western disciplines, what kind of helmet do you think of?
B. When you think of hunters, what kind of helmet do you think of?
C. When you think of jumpers, what kind of helmet do you think of?
D. When you think of dressage, what kind of helmet do you think of?
E. When you think of cross country, what kind of helmet do you think of?
F. When you think of endurance, what kind of helmet do you think of?
V. BRAND PERCEPTION (10 min) A. Name some helmet brands.
B. What do you think of when you think of Samshield?
C. What do you think of when you think of Charles Owen?
D. What do you think of when you think of OneK?
E. What do you think of when you think of Troxel?
F. Do you have any experiences buying from any of these brands?
G. What is your perception/experiences with them outside of their helmets themselves?
Appendix B
Official Focus Group Invitation
Good afternoon,
You have been selected to participate in a focus group that will help in understanding brand loyalty for helmets in the equine industry. This session will provide an opportunity for you to discuss your experience purchasing and wearing helmets.
The session will be working with Emma K. Johnson, a student at Alfred University.
Mediator
Emma K. Johnson The Collection Team Amber O’Toole
Thank you for your consideration for this very important project!
Best,
Emma K. Johnson
Alfred University Class of 2022 Business Administration Major
Equine Business Management, Equine Studies & Marketing Minor
Appendix D CITI Certification
1 Dorronsoro, Sabrina. “What Is Brand Loyalty and How Can Companies Build It?” Brandwatch, July 1, 2021. https://www.brandwatch.com/blog/brand-loyalty/.
2 Ibid.
3 “Economic Impact of the Horse Industry in U.S.” Allen Financial Insurance Group, July 27, 2018.
https://www.eqgroup.com/library/eqstats_us/.
4 Floyd, Colette, and Patricia Evans. “Helmets, Heads, and Health for Horse Enthusiasts.” Helmets, Heads, and Health for Horse Enthusiasts. Utah State University 4H, August 2009.
https://digitalcommons.usu.edu/cgi/viewcontent.cgi?article=1006&context=extension_curall.
5 Brez, Karina. “33 Amazing Horse Riding Statistics.” Karina Brez Jewelry. Karina Brez Jewelry, March 22, 2021. https://karinabrez.com/blogs/news/33-amazing-horse-riding-statistics.
6Lischer, Brian. “What Is a Brand?” Ignyte, February 18, 2022. https://www.ignytebrands.com/what-is-a- brand/.
7 Ibid.
8 ibid.
9 Babin, Barry J., and Eric G. Harris. CB8: Consumer Behavior: Student Edition. 8th ed. Boston, MA:
Cengage Learning, 2017.
10 Ibid.
11 Ibid.
12 Lischer, Brian. “What Is a Brand?” Ignyte, February 18, 2022. https://www.ignytebrands.com/what-is- a-brand/.
13 Ibid.
14 Gordon, Justin. “Brand Loyalty - Explained.” The Business Professor, LLC, September 28, 2021.
https://thebusinessprofessor.com/en_US/principles-of-marketing/brand-loyalty-definition.
15 Babin, Barry J., and Eric G. Harris. CB8: Consumer Behavior: Student Edition. 8th ed. Boston, MA:
Cengage Learning, 2017.
16 Ibid.
17 Ahtola, Olli T. “>Hedonic and Utilitarian Aspects of Consumer Behavior: An Attitudinal Perspective:
ACR.” ACR North American Advances, January 1, 1985.
https://www.acrwebsite.org/volumes/6348/volumes/v12/NA-.
18 Dorronsoro, Sabrina. “What Is Brand Loyalty and How Can Companies Build It?” Brandwatch, July 1, 2021. https://www.brandwatch.com/blog/brand-loyalty/.
19 “Customer Loyalty vs Brand Loyalty: Differences and Why It Matters.” ReSci, December 17, 2021.
https://www.retentionscience.com/blog/customer-loyalty-vs-brand-loyalty/.
20 Lischer, Brian. “What Is a Brand?” Ignyte, February 18, 2022. https://www.ignytebrands.com/what-is- a-brand/.
21 “Horse Industry.” Wikipedia. Wikimedia Foundation, February 4, 2022.
https://en.wikipedia.org/wiki/Horse_industry.
22 “Horse Industry Statistics in 2022 (U.S. Data).” Horses Only, January 19, 2022.
https://horsesonly.com/horse-industry/.
23 Ibid.
24 Robinson, Lucy. “Importance of Wearing a Horse Riding Helmet: What the Law Says.” Horse Factbook, September 19, 2019. https://www.horsefactbook.com/fun/guide-to-horse-riding- helmets/.
25 “When Should You Replace a Riding Helmet?” Charles Owen, February 15, 2022.
https://www.charlesowen.com/guides/why-should-you-replace-your-helmet-after-a-fall.html.
26 Breeches.com. “Tuffrider Starter Basic Horse Riding Helmet Protective Head Gear for Equestrian Riders - Sei Certified - Black.” Breeches.com. Accessed April 25, 2022.
https://www.breeches.com/products/tuffrider-starter-basic-
helmet?currency=USD&variant=22661788991552&utm_medium=cpc&utm_source=google&utm _campaign=Google+Shopping&gclid=Cj0KCQjwuMuRBhCJARIsAHXdnqPPO9ZcuLYecbPvAc mdpmasfe8ULafjVrCaNNS9BkEnYvwlMWRMSZkaAtKNEALw_wcB.
27 “Kask.” FUNDIS Equestrian. Accessed April 25, 2022. https://www.fundis- equestrian.com/us/rider/riding-
helmets/kask/?gclid=Cj0KCQjwuMuRBhCJARIsAHXdnqN855NMrdD77vnl_ebuOFRvNaESEFI qgcH87EJHrigRUQGVla0WtrQaAlypEALw_wcB.
28 Stec, Pete. “10 Best Equestrian Riding Helmets : Safety, Style, & Protection.” Sport Consumer, November 11, 2021. https://sportconsumer.com/best-horse-riding-helmets/.
29 Kalio. “How to Measure Your Head for a Helmet.” Dover Saddlery. Accessed April 26, 2022.
https://www.doversaddlery.com/how-to-measure-your-head-for-a-helmet-page-1/a/483/.