Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Innovation in Do-It-Yourself Retail: an Empirical Study on Generation X among Professional Craftsmen and Consumers
Issue: Vol. 10, No 2, 2017
Published date: 06-2017 (print) / 06-2017 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Dan-Cristian Dabija
Babeș-Bolyai University

Nicolae Al. Pop
Bucharest University of Economic Studies

Adina Săniuță
Bucharest University of Economic Studies
Keywords: DIY retail, customer clusters, innovation in DIY retail, projective tests, Romania
DOI: 10.14254/2071-789X.2017/10-2/22
Index PUBMS: ceee1947-0050-11e8-94c4-fa163e5d4f72
Language: English
Pages: 296-311 (16)
JEL classification: L81, M30, M31, O30

The strong trend towards innovations in the Romanian DIY market brought about by increased offer diversification and renewal, the hectic pace of accommodation and business centre construction in big cities and the increased interest in refurbishing houses and facades prompted the authors to conduct an exploratory study on the representatives of Generation X: those equipping a house or apartment, individual entrepreneurs using their own labour force to refurbish properties for re-sale, small-scale craftsmen supplying themselves with the necessary materials for this work, together with representatives of construction, real estate and interior design companies. The objective of the study is to determine how innovation in wide-area DIY retail is perceived by Gen X, be they individual consumers, entrepreneurs, small-scale craftsmen, or company representatives. The results reveal significant managerial implications which retailers should consider when defining and modifying their strategies for approaching and processing the market.


1. Abrudan, I. N., Plăiaș, I. and Dabija, D. C. (2015). The Relationship among Image, Satisfaction and Loyalty – Innovative Factor of Competitiveness for Shopping Centers. Amfiteatru Economic, 17(39), 536-552.

2. Borghini, S. (2005). Organisational creativity: Breaking Equilibrium and Order to Innovative. Journal of Knowledge Management, 9(4), 19-33.

3. Bricoretail 2016 Romanian DIY market – The most important news from April 2016 online available at (referred on 10/04/2016).

4. Brown, S. (1990). Innovation and Evolution in UK Retailing; The Retail Warehouse. European Journal of Marketing, 24(9), 39-54.

5. Carlile, P. R. and Rebentisch, E. S. (2003). The Knowledge Transformation Cycle. Management Science, 49(9), 1180-1195.

6. Cheben, J., Lancaric, D., Savov, R., Toth, M. and Tluchor, H. (2015). Towards Sustainable Marketing: Strategy in Slovak Companies. Amfiteatru Economic, 17(40), 855-871.

7. Choy, C. S., Yew, W. Q. K. and Lin, B. (2006). Criteria for Measuring KM Performance Outcomes in Organisations. Industrial Management and Data Systems, 106(7), 917-936.

8. Dabija, D. C. and Pop, N. Al. (2008). Typological Aspects of Retailers before the Background of Market Concentration. Management and Marketing, 3(1/9), 43-60.

9. Dabija, D. C. and Abrudan, I. N. (2015). Retailing in Romania: From Statist to Nearly Capitalist. European Retail Research, 27(2), 55-92.

10. Dabija, D. C., Băbuţ, R. (2014). Empirical Study on the Impact of Service, Communication and Corporate Social Responsibility on the Image of Romanian Retail Brands. Procedia Social and Behavioral Sciences, 109, 906-912.

11. Dabija, D. C., Băbuţ, R., Dinu, V. and Lugojan, M. (2017). Cross-Generational Analysis of Information Searching based on Social Media in Romania. Transformations in Business & Economics, 16(2/41), 248-270.

12. Dabija, D. C., Pop, N. A. and Szentesi, S. A. (2014). Customer-Oriented Perspective on Retail Brand Equity in the Fashion Industry. Industria Textilă, 65(1), 37-46.

13. Desouza, K. C., Awazu, Y, Jha, S., Dombrowski, C., Papagari, S., Baloh, P. and Kim, J. Y. (2008). Consumer – Driven Innovation. To be a Market Place Leader, let your Customers Drive. Research-Technology Management, 51(3), 35-44.

14. Dinu, V. (2015). Retail Innovation Technologies. Amfiteatru Economic, 17(39), 516-518.

15. Done, P. (2015). Dedeman rămâne liderul pieței de bricolaj. Online available at www.deș (referred on 05.03.2016).

16. Fritz, W. and Gülow, W. (2009). New Yorker – Point of Sale Marketing. In: Wagner, U., Reisinger, H. and Schwand, C. (eds.). Fallstudien aus der österreichischen Marketingpraxis. 5th Edition, WUV Wien: Austria, 215-223.

17. Gilbert, D. (2003). Retail Marketing Management. Harlow: Prentice Hall.

18. Gloet, M. and Terziovski, M. (2004). Exploring the Relationship between Knowledge Management Practices and Innovation Performance. Journal of Manufacturing Technology Management, 15(5), 402-209.

19. Gummesson, E. (2008). Total Relationship Marketing. 3rd Edition, Amsterdam, Boston, Heidelberg etc: Esevier.

20. Hollander, S. C. (1960). The Wheel of Retailing. Journal of Marketing, 25(1), 37-42.

21. Homburg, C. and Krohmer, H. (2009). Marketingmanagemen. Strategie-Instrumente-Unsetzung- Unternehmensführung. 3rd Edition, Wiesbaden: Gabler.

22. Ipsos Research 2015 DIY Projects 2014 and Their Future Perspectives Online available at (referred on 05.02.2016).

23. Keeley, L., Walters, H., Pikkel, R. and Quinn, B. (2013). Ten Types of Innovation – The Discipline of Building Breakthroughs. New York: John Wiley and Sons, Inc.

24. Kindström, D., Kowalkowski, C. and Sandberg, E. (2013). Enabling Service Innovation: A Dynamic Capabilities Approach. Journal of Business Research, 66(8), 1063-1073.

25. Kingfisher (2013). DIY Retail in Romania. Available at iunie 2013 (referred on 05/02/ 2016).

26. Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Hansen, T. (2009). Marketing Management. Harlow: Pearson Education Ltd.

27. Lehtonen, T. K. and Maenpaa, P. (2011). Shopping in the East Centre Mall. In: Falk, P. and Campbell, C. (eds.). The Shopping Experience. London: Sage, 136-165.

28. Martin, N. and Prince, D. (2009). Factoring for X: An Empirical Study of Generation X’s Materialistic Attributes. Journal of Marketing and Management Research, 2, 65-78.

29. McNair, M. P. (1958). Significant Trends and Developments in the Post-War Period. In: Smith, A. B. (ed.), Competitive Distribution in a Free, High-Level Economy and Its Implications for the University. Pittsburgh: University of Pittsburgh Press, 1-25.

30. Miles, E. R. and Snow, C. C. (1978). Organizational Strategy, Structure and Process. New York: Prentice Hall.

31. Miller, J. D. (2011). Active, Balanced and Happy: These young Americans are not bowling alone. The Generation X Report, 1, 2-9.

32. Moore, M. (2005). Towards a Confirmatory Model of Retail Strategy Types: An Empirical Test of Miles and Snow. Journal of Business Research, 58(5), 696-704.

33. O`Cass, A., Song, M. and Yuan, L. (2013). Anatomy of Service Innovation: Introduction to the Special Issue. Journal of Business Research, 66(8), 1060-1062.

34. Ostrom, A. M., Jo Bitner, M., Brown, S., Burkhard, K. A., Goul, M., Smith-Daniels, V., Demirkan, H. and Rabinovich, D. (2010). Morning Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4-3

35. Perkovic, F., Duzevik, I. and Bakovic, T. (2015). Technological Innovation in Retail. In: Knego, N., Renko, S. and Knezevic, B. (eds.). Trade Perspectives 2015: Innovations in Food Retailing, 19-31.

36. Pop, N. A. (2006). A new Paradigm in Contemporary Marketing: Relationship Marketing. Management and Marketing, 1(3), 33-44.

37. Pop, N. A., Săniuță, A. and Roman, M. (2012). Perception and Communication of Innovation in Retail Trade (Case Study Applied to Bricolage Products). Annals of the University of Oradea, Economic Science Series, 21, 2143-2151.

38. Reinartz, W., Dellaert, B., Krafft, M., Kumar, V. and Vandarajan, R. (2011). Retailing Innovations in a Globalizing Retail Market Environment. Journal of Retailing, 87(1), 53-66.

39. Retail 2020 SAP Thought Leadership, 2010. Retail 2020 A Vision for the Future of Retail Online available at (referred on 10.11.2014).

40. Salunke, S., Weerawardena, J. and McColl-Kennedy, J. R. (2013). Competing through Service Innovation: The Role of Bricolage and Entrepreneurship in Project – Oriented Firms. Journal of Business Research, 66(8), 1085-1097.

41. Săniuță, A. (2015). Marketingul inovațiilor în comerțul de tip DIY. PhD Thesis. Bucharest: Academia de Studii Economice (Innovation Marketing in DIY Retail).

42. Săniuță, A., Roman, M. and Pop N. A. (2013). The Big Data Opportunity for the Retail Industry: Online Desk Research. International Journal of Education and Research, 1(5), 229-240.

43. Smith, S. M. and Albaum, G. S. (2005). Fundamentals of Marketing Research. Thousand Oaks, London, New Delhi: Sage.

44. Streimikiene, D. (2014). The Impact of Research and Development for Business Innovations in Lithuania. Amfiteatru Economic, 16(37), 965-979.

45. Vasiliu, C. and Cercel, M. O. (2015). Innovation in Retail: Impact on Creating a Positive Experience when Buying Fashion Products. Amfiteatru Economic, 17(39), 583-599.

46. Vasiliu, C., Felea, M., Albăstroiu, I. and Dobrea, M. (2016). Exploring Multi-Channel Shopping Behavior Towards IT and C Products, Based on Business Students Opinions. Amfiteatru Economic, 18(41), 184-198.

47. Wilson, A. (2012). Marketing Research. An Integrated Approach. 3rd. Edition. Harlow, London, New York etc: Pearson Education.

48. Winkelmann, P. (2013). Marketing und Vertrieb. Fundamente für Marktorientierte Unternehmensführung. 8th Edition. München: Oldenbourg.