The main topic of the study is the “Changing buying behaviour in a more and more complex shopping world – decoding the new shopper path-of-purchase in the DIY channel”.
Because of the more and more complex shopper knowledge about products and services, an enlarging number of multiple channel options and more and more touchpoints, the main aim of the study is to provide a more detailed understanding of the shoppers´ future behaviour in a more and more complex world (online and offline).
DIY international consumer study was developed together with Ebeltoft Group using a unique research approach – thanks to this particular approach it has been possible to identify shopper (and consumer) purchase behaviour and all possible touchpoints which are relevant for the information and decision-making process (complete path-to-purchase) in the new cross-channel world.
The study consists of 3 parts – starting with a qualitative part and validating the results with an Online research in six target countries: Belgium, France,Germany, Italy, Spain and United Kingdom. The following parts contain the data of a detailed research based on several interviews of consumers and the data of a research conducted on different retailers.