The “DIY” Woman
Contrary to the belief of many that women turn to men for tedious activities, more and more women nowadays put their hands on originally men’s field of expertise such as home improvement. In their goal to be independent, instead of just doing the research and legwork then handing the projects over to their husbands, they tend to act as their own handy man, hence they become DIY women.
DIY refers to do-it-yourself and direct-it-yourself. From making plans, up to the task of making the project, women are now taking a more hands on approach in improving their homes. As women are not normally oriented on planning and purchasing projects for home design and improvement, they seek out other means to compensate. For example, a woman is not bounded by ego when it comes to shopping for tools. They admit that they know little about the matter thus they are not afraid to ask questions and take their time weighing all the factors before they decide to purchase a product. Also, women are system buyers, meaning they buy complete packages rather than purchasing one item at a time as men normally do.
Women have changed the marketing approach of many home remodeling professionals and companies as they have proven that women of today are not afraid to break their nails over a worthy and productive project, especially one that concerns their homes.