Do‐it Yourself Consumers: Segmentation Insights for Retailers

Abstract

Over the last 40 years Do‐It‐Yourself (DIY) consumers have evolved from relative obscurity to a major multibillion dollar per year market. Research findings based on 403 DIY cases were used to develop insights for the formulation of retailer strategy. Types of projects undertaken and annual activity rates formed the basis of the investigation. Nine project categories were identified: carpentry, vehicle, painting, electrical, lawn and garden, plumbing, sewing, wall and floor covering, and masonry. Annual activity rates of the sample DIYers were used to identify three major groups: light doers, average doers, and heavy doers. The type of retail outlet preferred (e.g., department store, hardware store) depended primarily upon the project category the DIYer was considering. However, the mix of a retailer's product, price, promotion, and place elements desired by DIYers was related to activity levels. This led the authors to suggest that retail strategies might appropriately be developed along these two lines. First, consider which project categories retailer wishes to enter. Second, adjust the merchandising offering to best serve DIYers according to their activity levels.

A Research Note on: Consumer Characteristics and The Frequency Of Do-It-Yourself Home Repair

“…This viewpoint is in agreement with Browning and Zabriskie's (1985) study of do-it-yourselfers. Their study also supports the notion that do-it-yourself activity is related more to pursuit of satisfying leisure than economic need.…”

Exploration in product usage: A model of use innovativeness

“…This segment is often operationalized as individuals who engaged in home or car maintenance activities within a specified period of time (e.g., preceding 12 months) (cf. Browning & Zabriskie, 1985;Hornik & Feldman, 1982). DIY activities are thought to be motivated by the rising costs of professional labor and recent availability of easy-to-use home improvement and maintenance products and outlets.…”

“…DIY activities are thought to be motivated by the rising costs of professional labor and recent availability of easy-to-use home improvement and maintenance products and outlets. In addition, some observers have hypothesized that many do-it-yourselfers view projects as creative outlets and leisure activity (Browning & Zabriskie, 1985). The willingness to undertake home and car maintenance and repair projects involves problem-solving product use and requires a certain amount of risk taking in product use.…”

Relationships between consumer characteristics and do‐it‐yourself behaviour (do‐it‐yourself activity)

“…Ahhough Toffler's contention is questionable in general, surveys have shown that in the past decade consumers have been doing more of their own household and car maintenance and repair than previously. 2 The increase in number and sales of home improvement and car parts retail stores supports the survey finding^.^.' The policy of providing free phone numbers for repair advice and understandable do-.…”