OBI is the market leader in Do It Yourself (DIY)-shops in Europe. OBI opened its first store in Hungary in 1994 and within 5 years they opened 25 stores throughout the country. It is a franchise system, but it works on local base: “Every business is local” – they say. The OBI group has nearly 500 stores in Europe, more than 25000 employees, and the biggest shop is 30.000 sqm. Outside Europe they have stores in China and in Moscow.
Departments of OBI are:
• Home culture
• Electric dept
• Building materials
According to the range of OBI’s products its customers are mainly middle aged men, either working as specialists in any area of building (carpenter, house painter, electrician) or those who like making things at home by themselves. There are less women customers than men and they prefer the home culture and the gardening departments.
There are more and more big electric types of stores in Hungary, like: Media Markt, Saturn, Electroworld, etc. Product categories of these stores are:
• Computers & Software
• DVD & Video
• Electrical & Home equipment
• Household appliances
• Games, Consoles & Toys
• Mobiles, Phones, Accessories
• Office equipment, printers, faxes
• Music, CD
Customers of these electric stores are mainly young men around 30. Teenagers (sometimes with a parent) are the second biggest group of customers. They go for mobiles, music and computer accessories. Young and middle aged women is a relatively smaller group, they buy electrical and home equipment, toys for kids, and they like to look around the areas of TV-sets, CDs, DVDs.
Emily and Petra need to buy food, so they go to the supermarket. Before they go into the store, Emily gets a shopping cart. They walk up and down the aisles. They're hungry, so they choose a lot of different food: soba noodles, pasta, chocolate, nuts, crackers, tomatoes. Emily also buys some pet food for her cat. Luckily, cat food is on sale, so it's cheaper than usual. Finally, Emily and Petra get in line at the check-out counter. They are buying a lot of things, so they can't use the express lane. After the cashier gives them their change, they take their groceries to the car and go home.