Retail commerce & big retail chains in Greece: the case of DIY (Do it yourself) sector and the example of "IKEA"

Evangelia Fragouli, Panagiota Kouli

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    Abstract

    In the middle of the world wide crisis and the adverse effects of credit crunch to global growth, the sectors which have the ability to adapt to changes, to market and consumer needs are those that can survive and develop. An indicative sector is “Do It Yourself” (DIY). The aim of this study is to analyse the retail commerce in Greece the penetration of the big foreign retailers focusing on the sector of “Do It Yourself”(DIY). It aims to investigate the global enterprises of DIY household sector, the changes they have caused in the Greek market and in consumers’ behavior providing an outline for DIY’s future development. For the successful completion of the present study relevant literature is reviewed, secondary sources are consulted and a collection from interviews of professionals of DIY sector is used. A case study is presented and analyzed, in order to support the study’s findings and claims. The main conclusion of the study refer to that although the economic crisis in Greece has influenced the retail sector and consumers’ behavior, however, the DIY sector for home improvement is developing, mostly because of its competitive advantage of “good quality & low price” goods and its ability to adapt to the current market conditions compared to the local producers who strive to survive.
    Original languageEnglish
    Pages (from-to)259-276
    Number of pages18
    JournalInternational Journal of Information, Business and Management
    Volume8
    Issue number2
    Publication statusPublished - May 2016

    Keywords

    • DIY (Do It Yourself)
    • retail
    • consumer

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