The individuals market definitely represents a strategic issue, in the heart of the marketing considerations of manufacturers and distributors in the building sector. Whether do-it-yourselfer or contractor, the individual arises multiple interrogations: What is the profile of individuals who carry out works? What are their motivations? How can we segment households, according to their features, their goals, the type of works they conduct themselves or contract out?

How can we communicate towards individuals, what are the choice criteria for products, what are their sources of information?

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a detailed identification of all the works carried out by households and the conditions in which they carry them out: plumbing, sanitary appliances, sanitary valves and fittings, bathroom furniture, boilers, radiators, domestic hot water, air-conditioning, regulation systems, insulation, partitions, roofing, frames, load-bearing walls, wall plastering, entrance doors, windows, shutters, garage doors, iron work, motorization of shutters and doors, interior doors, interior staircases, kitchen furniture, arrangements, cupboards, tiling, flexible floor coverings, laminated floor, ceilings, paints, wall paper, panelling, house wiring, alarms, …

an analysis of the profile of households that carry out works themselves or contract them out: do-it-yourselfers and contractors segmentation, typological groups, households characteristics in terms of occupational group, housing type, level of income…

an analysis of the individuals behaviour regarding works and purchase of building materials: motivations to do-it-yourself or contract out, choice criteria for distributors, means of supply and buying behaviour, image and perception of outlets, products and buying place, attitude towards discount, expectations towards industrialists and distributors, …