GENDER ROLES IN HOME IMPROVEMENT
This 179-page special report was prepared to present a more comprehensive picture of how the female and male homeowner fits into the overall home improvement industry scheme. While this market is perceived by many to be male dominant, what will become quite evident throughout is that there is, in fact, a major role played by women who frequently act, not as a replacement for men, but as an adjunct. In certain product categories, it will also be shown that the woman is not only the purchaser, but also the "doer". The report goes on to make a thorough examination of female and male shopping patterns and attitudes then launches into explicit details of 6 market segmentation groups along with their implications for both retail and manufacturing company marketers.
Data for this report was obtained from the HIRI 2008 Product Purchase Tracking Study, which measured past year activity among 1,754 homeowners who participated in this survey. The study covers home improvement products purchased, projects completed, attitudes toward home improvement and shopping behavior. This was also supplemented with relevant information from the HIRI 2007 Project Decision Study which focused on many of the "whys" and other important considerations involved in the completion of 17 major home improvement projects. Approximately 170 households were surveyed for each of the 17 project types for an overall total of 2,902.
Specific report sections include:
Gender Roles in Home Improvement Projects
Gender involvement by project execution method (any DIY, any BIY or any PRO)
Number of projects installed in total for both men & women combined for the past year in Do-It-Yourself (DIY), PRO, and Buy-It-Yourself (BIY) fashion
Percentage incidences of 37 home improvement projects completed by both men & women combined, then identified individually by which ones are typically installed by men, women, and professional tradesmen
Average number of DIY, PRO, and BIY projects installed by both female and male homeowners individually
Project $ spending on basis of who selected the majority of products needed for them - 37 projects total as well as individually
A breakout of 37 different project types by who typically is the "doer" i.e. female, male, professional, or other
A breakout of the same 37 project types by who chooses the products used
Top 10 projects done by the female head of household
Top 10 projects where the female head of household is the product selector
5 report wave trend (1999, 2001, 2003, 2005 and 2007) for female and male project execution and product selection for projects
Additional project involvement perspectives from HIRI 2007 Project Decision Study (gender role in project idea initiation, project execution, project material selection & product purchases for 17 major project types).
Gender Involvement in the Purchasing of Home Improvement Products
Average number of products purchased by female and male homeowners in DIY, PRO, and BIY manner
Incidence of home improvement product categories purchased by females and males
Male vs. female product category purchases on basis of purchase units, dollar purchases and dollar purchases by major brand influencer
Top 15 specific products purchased most by women
Top 15 specific products purchased most by men
Female vs. male product purchases on a puchase unit basis 1989-2007
Specific product purchase incidences for 228 individual products by women vs. men in 14 overall product categories
Gender Home Improvement Shopping Scenarios
Typical shopping methods used by women vs. men for home maintenance/improvement/repair products
Outlets where homeowners shopped for home improvement products (females vs. males) as well as where the majority of them were bought
Percentage point difference females vs. males for each outlet type where majority of products were purchased Information sources females use for home improvement projects
Information sources females use for home improvement products
Major differences between males & females in information sources used
Male vs. female use of the Internet for home improvement
Gender ownership of home improvement books, regular readership of home improvement related magazines and regular viewership of home improvement related TV shows
Home Improvement Lifestyle Segments
Definition of market segmentation and description of how it is performed
Breakout of women into 6 distinct market segments based on their responses to 33 attitudinal statements, demographics and involvement in both products and projects studied along with cluster group definitions of each market segment:
Home Improvement Avoider
Key demographics of each female and male homeowner market segment
Projects completed by each female and male market segment
Number of product categories purchased in past year by segment
Number of specific products purchased in past year by segment
Women vs. men on product unit and dollar purchase basis
Usual shopping habits by female and male segment
Market power indices of the same 6 segmentation groups
Past year product purchases of 228 individual products in 14 overall product categories by same 6 key market segments
Your most probable conclusion after reading this entire report is that the role of women in home improvement has been largely underestimated and must involve a re-thinking process of how importantly they fit into the picture. Astute marketers who incorporate findings from this survey into their overall marketing mix will more likely also be the ones who will enjoy the extra sales and profits generated by this group of female homeowners. This report is a "must have" for those who don't want to be left behind and miss out on these important opportunities.
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