Correlates of professional services market(s): An analysis of customer characteristics

Some customers are do-it-yourselfers, (DIY) when it comes to performing certain household tasks and others are non-do-it-yourselfers (NDIY) because they hire professionals to do their work. Understanding the differences between these 2 groups of consumers can help marketers in developing appropriate...

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Bibliographic Details
Published in:Services marketing quarterly 1996, Vol.13 (2), p.17-32
Main Authors: Giacobbe, Ralph, Segal, Madhav
Format: Article
Language:English
Subjects:
Comparative analysis
Consumer behavior
Consumers
Consumption
Customer services
Decision making
DIY
Do it yourself
Households
Market segments
Market strategy
Marketing
Service industries
Studies
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Summary:Some customers are do-it-yourselfers, (DIY) when it comes to performing certain household tasks and others are non-do-it-yourselfers (NDIY) because they hire professionals to do their work. Understanding the differences between these 2 groups of consumers can help marketers in developing appropriate strategies to reach DIY and NDIY markets. The findings from a large scale national study are reported to analyze the differences in consumer characteristics pertaining to the DIY and NDIY markets. Implications of the empirical findings along with directions for future research in this area are also discussed.
ISSN:1533-2969
1533-2977
DOI:10.1080/15332969.1996.9985216