Do it yourself! specialty retailers in home improvement sector operating in Turkey

Abstract

"Do it yourself', often referred to by the initials DIY, is a term used by various communities that focus on people creating things for themselves without the aid of paid professionals. The phrase "do it yourself" came into common usage in the 1950s in reference to various jobs that people could do in and around their houses without the help of professionals. In the 1960s DIY was a hobby of the few. The home improvement DIY scene we know today is actually a re-introduction (often to city and suburb dwellers) of the old pattern of personal involvement in-home or apartment upkeep, or the making of clothing, or maintaining of cars, computers, websites, or any material aspect of living. Large hardware stores have capitalized upon the DIY ambitions of consumers and wanted to bring value, longer opening hours and a broader product range to everyone. Several major home improvement retailers specialize in selling materials and tools for DIY home improvement. These stores host classes and carry numerous books to teach customers how to do the work themselves. Home Improvement Products Market size has grown through the years and reached about $308 billion in USA and $10 billion in Turkey. The aim of this paper is to investigate the home improvement retailers, compare their business models, strategies, design, major products and services, owned brand names, slogans etc. operating in Turkey. Additionally, they will be compared with world giants Home Depot (number one in USA), Lowe's (number two in USA),and B&Q (number one in UK).