Abstract:

This study was, therefore, designed primarily to determine the demographic and socioeconomic profile of do-it-yourselfers. Data obtained from 119 households located in the city of Niagara Falls and suburbs, and analyzed using discriminant analysis technique identified some important demographic and social variables. The discriminant function which was statistically significant was able to classify the majority of do-it-yourselfers into the appropriate group or category. The demographic and social profile of consumers determined in this study may be used by the do-it-yourself industry for developing and implementing successful marketing strategies.