Observed Signal · Jul 21, 2026 · Market Research Study · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Retail / Market Research Market: Germans' Perceptions of Major DIY Chains
A Batten & Company study conducted with Trend Research examined how German consumers perceive the five largest DIY/home-improvement chains (Bauhaus, Hagebau, Hornbach, Obi, Toom). HORIZONT published an article summarizing the research findings on July 21, 2026. The piece introduces the survey's focus on brand awareness, perceived brand attributes, and popularity among Germans, noting that these five chains are widely known nationally.
A consumer-brand perception study about major retail chains is relevant to marketers and brand planners but is not industry-shifting for AdTech/MarTech.
Wichtigste Kernpunkte & Evidenz
- The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom.
- Batten & Company conducted the study together with Trend Research.
- HORIZONT published the article reporting the study results on 2026-07-21.
- The research investigated brand presence in consumers' minds, brand attributes, and which provider is most liked by Germans.
Verknüpfte Unternehmen
6 verknüpfte Unternehmendfv Mediengruppe
Die dfv Mediengruppe ist eine führende B2B-Medienplattform, die hochspezialisierten Fachjournalismus, Branchen-Events und datengetriebene B2B-Werbelösungen zur präzisen Monetarisierung von First-Party-Zielgruppen vereint.
“The page footer includes © dfv Mediengruppe....”
BAUHAUS
Spezialisierter Baumarkt-Einzelhändler mit Omnichannel-Handel und integriertem Marktplatz für Drittanbieter.
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom....”
OBI
Führender Baumarkt-Konzern, der stationäre Märkte, einen E-Commerce-Marktplatz und Retail-Media-Lösungen vereint.
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom....”
IMAGO
Lizenzierungsplattform für visuelle Inhalte für Medien, Sport und Marken.
“Image credit shown as IMAGO / Revierfoto....”
HORNBACH Holding
Advertiser / Brand (Buys Ads)Börsennotierter europäischer DIY-Einzelhandels- und Baustoff-Konzern.
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom....”
HORIZONT
HORIZONT ist das führende deutsche Fachmedium für Entscheidungsträger aus Marketing, Medien und Werbung.
“HORIZONT published the article reporting the study results on 2026-07-21....”
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