Do it herself : does the Irish female consumer shop in DIY stores?

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Rodrigues, Melissa
Issue Date
MA of Business Studies
Dublin Business School
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A study of 67 female consumers took place outside four Dublin DIY stores to examine the female DIY consumer's perception of the industry. There is no published evidence within this specific area. Literature was explored to gain an understanding of retail store environments, store image and the goings on within the store that may influence the consumers. Gender identity was also investigated, to try and explore masculine and feminine attributes. Finally, DIY and leisure consumption was analysed, as a growing phenomenon within Ireland. Consumer questionnaires were used to investigate if women thought that DIY stores were male 'inclusive' environments? If they perceived DIY stores to exclusively sell DIY goods? Finally, was the introduction and development of 'Home' departments encouraging female shoppers into DIY stores? The findings suggest that on average female consumers visit DIY stores monthly and do tend to visit the 'Home' department every time they shop. The respondents to the questionnaire replied that the traditional aspects of shopping were still important; customer-seller relationships, price and promotions. However, what also became apparent was that the question of whether DIY consumers are motivated by the desire to express what and who they are through their interior design efforts, or whether economic constraints influence the decision to partake in the activity. Interestingly, 56% of respondents suggested they partook in DIY out of necessity. Thus, the findings promise to benefit researchers, managers and consumers in terms of new and improved knowledge and development within this area.