ABSTRACTSome customers are do-it-yourselfers (DIY) when it comes to performing certain household tasks and others are non-do-it-yourselfers (NDIY) because they hire professionals to do their work. Understanding differences between these two groups of consumers can help marketers in developing appropriate strategies to reach DIY and NDIY markets. This article reports on the findings from a large scale national study to analyze differences in consumer characteristics pertaining to the DIY and NDIY markets. Implications of the empirical findings along with directions for future research in this area are also discussed.