5 PSYCHOLOGICAL CHARACTERISTICS OF A DIY ENTHUSIAST.
We have been in the DIY furniture business since a while and have discovered the deep and underlying habits of a consumer. We discovered some astonishing habits and trends for this industry.
The most overwhelming realisation, however, wasn’t that most people use their phones in every step of the decision-making process or that ‘sustainability’ is the new green. Instead, people are taking on bigger projects with better materials because they want a high-end look without the hassle and expense of dealing with contractors.
Following are the habits, trends and expectations of a DIY'er –
1. DIY doesn’t not always mean cheap
DIY'ers respect price and don't think about spending more if they understand the costs to start with. More than 60 per cent of our customers said they are creating and adhering to a budget for each home improvement project.
2. Every generation is DIYing
When you look at our customers’ ages, there's no specific age range that supports tackling their own home improvement projects. The largest group is between the ages of 31 and 40, but at 25 per cent they are not a clear majority. 21 to 30-year-olds and 51 to 60-year-olds are the next two largest age groups. Even between the ages of 61 and 70 make up an impressive 13 per cent of the total sample group.
Tip - This tells you as a manufacturer of building materials that DIY projects are not simply a game for a young person. Segmenting your leads and customers by age demographics is clever so you can resonate with where they are in their lives, rather than where you think they should be.
3. Quality > Price
Part of the reason people choose DIY is to be able to spend more on the product and less on labour. Majority of our DIY customers said that when it comes to choosing materials for their home improvement projects, quality is more important than price.
Durability and reliability are the two most important features they are looking for; together, they account for more than half of the features needed in quality material. DIY'ers aren't looking for quick, cheap fixes.
Instead they are looking for manufacturers of building materials like you to demonstrate the value of your product with the right quality and look.
4. Online is King
More than 70% of our DIY'ers have found us online compared to the rest who found us through offline ads or word-of-mouth.
The vast majority like to have a look at the products and prices before they step into the store to feel the product physically.
5. No brand loyalty
The way DIY'ers communicate with brands is evolving in a way that greatly opens the door to encourage lesser-known suppliers to participate in an interactive conversation with potential clients. Rarely any DIY'ers are researching a brand-based project alone. Majority of our customers are not concerned about the brand but more about the convenience in the buying process.
Online influencers also become part and parcel of the DIY buying process. Almost half of our customers said they had already started a project or bought a product directly because they first saw it on a blog or social media brand. Partnerships with online influencers can have an enormous impact on getting the right audience for your company.
At Hardis we can help you make your dream kitchen into reality at an affordable cost.
With 30 years of industry experience, we promise the best custom made residential and commercial furniture solutions.
Visit our website today or shoot us a mail and let one of our experts make your kitchen dreams come true.