Review of the Competition between Diy Store Chains in Hungary

Mr. Zsófia Balló

doi:https://doi.org/10.51768/dbr.v11i1.111201002

Submit Manuscript Login / Register Subscribe

Home Page

Editorial Board Members

Mission, Aims & Scope

Current Issue

Review of the Competition between Diy Store Chains in Hungary

Zsófia Balló

Vol 11 , Issue 1 , January - June 2010 | Pages: 13-28

https://doi.org/10.51768/dbr.v11i1.111201002

Author Details ( * ) denotes Corresponding author

1. * Zsófia Balló, Assistant Lecturer, Business Administration and Management Sciences Doctoral School, Szent Istvan University, Gödöllö, Hungary

It is only fifteen years that the first Do It Yourself (DIY) store opened in Hungary. It was then a novelty that building materials became available not only at the building material depos, which previously had the monopoly on the field, but at home decor stores, too. However, Hungarians quickly grew into the habit of ‘getting everything under the same roof’. Thus, just as the hypermarkets which sell fast moving consumer goods, DIY stores chains also began to develop dynamically.
In this article after highlighting the competitors, researcher will determine the market and the target group; then researcher move on to analyze the coverage of DIY store chains in Hungary, along with the range of services they offer, and their marketing activity. Researcher will devote special attention to the characteristics of high marketing value that make a DIY chain unique on the present market and deliver advantage in competition for long term.

Keywords

Do It Yourself Store, Consumer Satisfaction.

Kazmi, F. (2008), Analyst Comment, Marketing, London, 19.03.2008, p.29.
Kenesei, Zs. (2004), Price Cognition and Price Awareness of Consumer, In Marketing Theory in Practise, ed. Berács, Lehota, Piskóti, & Rekettye, KJK Kerszöv, pp.197-214.
Kolos, K. and Kenesei, Zs. (2005), Survey of the Attitude of Hungarian Consumer in Connection with Promotions and Prices, Marketing & Management, Vol.39, No.3 (May), pp.40-44.
Perks, R. (2007), DYI Retailers: DIY the Dying Sector, Marketing Week, London, 10.05.2007, p.29.
http://portal.ksh.hu/pls/ksh/docs/hun/xftp/gyor/kis/kis20812.pdf, Feb 2009.
http://www.gvh.hu/domain2/files/modules/module25/pdf/print_Vj013-2007_m.pdf, Nov 2008.
Most of the Consumer Expect Real Value for Their Money, http://www.hu.nielsen.com/trends/boltvalasztas.shtml, Feb, 2009.
http://portal.ksh.hu/pls/ksh/docs/hun/xstadat/xstadat_eves/tabl6_01_03i.html, Jan 2009.
http://www.btl.hu/cgi-bin/oregano/hirek.cgi?siteidx=1&hiridx=9139, Jan 2009.
http://www.bauhaus.hu/index.php?id=2429, Nov 2008.
http://www.baumax.hu/Content.Node/produkte/serviceleistungen.php, Nov 2008.
http://www.bricostore.hu/szolgaltatasok.php?cmssessid=T42e4d93823a94292d60bfb12032ee9dd20bcd82cbd00bf0a97354fd8dae856e, Nov 2008.
http://www.obi.hu/hu/markets/services/index.html, Nov 2008.
http://www.praktiker.hu/praktiker-international/html/hu_HU/48255/index.html, Nov 2008.