Background and Task

In 2005, 2007 and 2010, fediyma, the European Federation of DIY manufactures, carried out the study „Consumer Behaviour in the European market for DIY and Gardening”. The aim of the analysis was to provide insights of purchase behavior, attitudes and motives of the European DIY-Gardening consumers.

For getting a profound knowledge about the target groups, a segmentation will be carried out. The follow-up studies in 2007 and 2010 enable an expansion of the insights up to other countries in Europe.

Because of the positive market resonance about the previous studies, the research should be carried out again 2012 in six countries, which were not covered before:

• Austria
• Italy
• The Netherlands
• Poland
• Russia
• Turkey

The approved questions of the precedent studies will remain as far as possible. In addition, GfK Living & Retail will optionally include some current aspects and trends in the analysis:

• Sustainability
• Private Label
• eCommerce / Multichannel 

To download an introduction to the fediyma DIY Consumer Report 2012 by GfK, please click here.