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MOSCOW How Do Producers activate Sales in DIY with Consumer Behaviour Research

MOSCOW How Do Producers activate Sales in DIY with Consumer Behaviour Research Francois CORDA 26 May 2011. WHO IS THE DIY CONSUMER IN EUROPE ? What are the Consumer Profiles?. fediyma activities. F ediyma’s first European Consumer study was issued in 2000.

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MOSCOW How Do Producers activate Sales in DIY with Consumer Behaviour Research

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  1. MOSCOW How Do Producers activate Sales in DIY with Consumer Behaviour Research Francois CORDA 26 May 2011

  2. WHO IS THE DIY CONSUMERIN EUROPE ?What are the Consumer Profiles?

  3. fediymaactivities Fediyma’sfirst European Consumer study was issued in 2000. After studies in 2005 and 2007 with Q&A Research & Consulting to define the DIY consumers profiles, we have started in 2010 a cooperation with GfK, the European leading market research company to understand the consumer behaviour.

  4. Desk research Field research executed in June 2005 Internet survey non DIY-ers and DIY-ers 10 European countries random sample of 7658 consumers Methodology

  5. Five consumer segments defined in DIY With 2 key criteria: • Value: average amount spent in the last five years • Frequency: average number of jobs in the last five years

  6. We have identified five segments of DIY-ers Based on their attitude and behaviour Five consumer segments in DIY

  7. Active DIY-ers (21%) A-Brands oriented interested in promotions and buy more to take advantage attitude towards DIY like to do it to improve their skill level to experience appreciation from others Active DIY-ers (21%)

  8. Home improvers (16%) A-Brands oriented search for certainty attitude towards DIY don’t like DIY but they have to do it more represented in older age groups Home improvers (16%)

  9. Decorators (26%) buy A-brands & store brands attitude towards DIY to demonstrate skills fill free time and help others highly represented in younger age groups Decorators (26%)

  10. Discounters (16%) buy unknown brands buy lowest price products interested in promotions but only buy what they need attitude towards DIY: reducing costs save money females more represented Discounters (16%)

  11. Smeasers (21%) buy lowest price products buy unknown brands attitude towards DIY do it the easy way not interested in DIY products do DIY to save money Smeasers (21%)

  12. Not ‘one’ DIY consumer market Belgium Denmark France Germany Italy Norway Spain Sweden Europe The Netherlands United Kingdom

  13. UNDERSTAND THE DIY CONSUMER BEHAVIOURGFK FEDIYMA STUDY 2010

  14. International fediyma DIY ConsumerStudy 2010 by GfK Living & Retailin 6 European countries Denmark n = 500 UK n = 500 Belgium n = 500 Germany n = 500 France n = 500 Spain n = 500

  15. WHO ARE THE DIYERSIN EUROPE IN 2010?

  16. ARE PEOPLE MORE INTERESTED IN DIY BY QUALITY OR PRICE ?

  17. ARE PEOPLE INTERESTED IN DIY BY BRANDS IN EUROPE?

  18. WHERE DO THE DIY CONSUMERS BUY IN EUROPE?

  19. WHAT IS THE SIZE OF THE DIY MARKET IN EUROPE

  20. BHETA DIY Forum, Birmingham_Sept. 14, 2010

  21. Western GSB DIY Chains in Russia

  22. WHICH DIY PRODUCTSARE BOUGHT IN EUROPE?

  23. HOW TO COMMUNICATE IN DIY?

  24. ARE GREEN PRODUCTS IMPORTANT IN DIYIN EUROPE?

  25. ARE INNOVATIONS IMPORTANTIN DIY?

  26. EXAMPLESMANUFACTURERS INNOVATIONS

  27. NEW NATURAL PAINTS BONDEX BOIS INTERIEURS 50

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