Browning, John M.; Zabriskie, Noel B. - In: Journal of Consumer Marketing 2 (1985) 3, pp. 5-15
Over the last 40 years Do‐It‐Yourself (DIY) consumers have evolved from relative obscurity to a major multibillion dollar per year market. Research findings based on 403 DIY cases were used to develop insights for the formulation of retailer strategy. Types of projects undertaken and annual...