Market and Potential:
- Average-expenditure on DIY- and gardening projects
- Average-expenditure for home improvement and home maintenance projects
- Range of buyers for selected DIY- and garden products
- Planned DIY- and gardening purchases
- etc.
Target Groups:
- Socio-demographic data / profile (Age, income, gender, size of household etc.) of potential DIY-buyers
- Approach to life, DIY, home & garden
- Renovation and buying behaviour
- Proportion of DIY- and professional renovators in the respective country
- etc.
Living Situation:
- Size of household (Number of people and m² / number of rooms)
- Proportion of tenants to owners in the respective country
- Proportion of those who live in houses to those who live in flats
- Condition / renovation requirements / year of construction of the current living space
- Relevant types of building and construction components
- Number of households with vacation homes
- etc.
Garden situation:
- Size / number of garden owners / users in the respective country
- Size of existing gardens (i.e. depends on size of place)
- Proportion of fruit and vegetable, flower, and hybrid gardens
- Intensity and kind of garden use
- Available gardening tools and products (range)
- Most recently bought garden appliance
- Age / useful life of chosen garden products
- Total expenditure on garden hardware, furniture & plants
- etc.
Brands and products:
- Importance of manufacturer's and trade brands for the consumer
- (Un-)aided brand awareness in the respective countries
- Sympathy for / desirability of known brands
- Relevant and perceived brands of most recent purchase
- etc.
Retailers:
- Relevant sources of information & the media before purchase
- Known and relevant DIY outlets and distribution channels
- Importance of distribution channels and outlets
- Reasons for choice of outlet
- Requirements on the outlets & service
- Image & performance of important distribution channels & suppliers
- Importance of new media
- etc.
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