International GfK Home- & Garden Monitor 2008 for Bulgaria

Within the biggest representative survey about the topics home & garden, 31.800 households in 13 countries of Eastern and Western Europe were interviewed.

Topic: Current information about the market, the target groups, their living situation, their renovation and buying behaviour as well as about the existing competitors in the home & garden market

Results: Information about specific products and brands (ownership, last/ future planned purchases), information about trade (distribution channels, retailers), basis and target group information (standardized facts about the market, the living-/decorating, information-seeking and buying behaviour)

Sampling: Representative households selected in Bulgaria

Method: Written survey within the respective GfK household panel

Survey period: III. quarter 2008
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Business Environment in Bulgaria
• Method
• Sozio-economic key indicators and economic background in Bulgaria
Living situation in Bulgaria (subitems according to relevant sozio-demographic characteristics)
• Household size and ownership structure
• Number of rooms and size of the house/ apartment
• Type of building/ construction of building
• Condition and year of construction of the house
Garden situation and -behaviour (subitems according to relevant sozio-demographic characteristics)
• Secondary residence (months of use, distance)
• Ownership of a garden, balcony, winter garden, terrace
• Usage and plantation categories
• Statements about garden and gardening
Renovation behaviour (subitems according to relevant sozio-demographic characteristics)
• Statements about renovation-, home improvement, and maintenance work
• Person within the household, who deals with the realization of renovation-, home improvement, and maintenance work
• Attitude towards home, renovation, competence
Renovation potential (subitems according to relevant sozio-demographic characteristics)
• Portfolio proportion of households with the intent to renovate/ spending power in an international comparison
• Portfolio DIY-orientation/ renovation planning in an international comparison
• Housing construction, renovation-/ repair-/ improvement- or maintenance work during the last 6 months
• type of renovation jobs carried out in the last 6 months /type of planned renovations for 2008
Ownership of power tools and garden products
• DIY-/ garden-/ home improvement products, which are already in possession (according to age/ and income classes)
• Number and date of purchase of DIY-/ garden-/ home improvement products
• Last purchased DIY-/ garden-/ home improvement products
Information-seeking and buying behaviour (subitems according to relevant sozio-demographic characteristics)
• Nearby stores/ visited stores 2007/ preferred stores for DIY- and home improvement products/ for garden products/ last purchase
• Importance of aspects concerning the choice of stores for buying DIY,- home improvement- or garden products
• Importance/ satisfaction: Aspects concerning the choice of stores
• Satisfaction concerning the last purchase according to sales channels/ home improvement stores
• Sources of information and their influence before the last purchase of DIY-, home improvement- or garden products
• Portfolio sources of information and their influence before the last purchase
• Brands (awareness, popularity, ownership, portfolio Brand Check)
• Agreement to statements about DIY and garden
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