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Built-in appliances distribution and brand image in Spain

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Abstract

This report provides a qualitative and quantitative study of the distribution of built-in appliances in Spain as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Spanish market. The research also includes an overview of the Spanish kitchen furniture market providing data on kitchen furniture production and consumption, international trade, supply structure, distribution, sales and market share of the leading kitchen furniture manufacturers. Distribution flows of built-in appliances (supply and sales) are analysed by channel. The main is Builder/contract channel (46%) followed by appliance chains and buying groups (28%), kitchen and furniture retailers (14%) and furniture chains/DIY (12%). As far as the product is concerned (hobs, ovens, hoods, refrigerators, dishwashing machines), the report provides a breakdown by product type, reference prices as well as ranking of main brands. Brand image analysis is based on strengths and weaknesses pointed out for each built-in appliances' brand according to the following criteria: frequency/easy approach with the supplier, front staff professionalism, punctuality in delivery, post-selling technical assistance, price/quality, aesthetic qualities of product/design, wide range of products and models, innovation, brand fame/advertising, availability of merchandising material. The research is based on 90 qualitative interviews with a selected sample of built-in appliance retailers, built-in appliance wholesalers/importers, buying groups, builders, department stores, do-it-yourself stores, kitchen furniture manufacturers, kitchen furniture retailers, large appliances chains, large furniture chains, associations, media.

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Bibliographic Info

Paper provided by Centre for Industrial Studies (CSIL) in its series CSIL reports with number AP02.

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Length: 144 pages
Date of creation: Jun 2008
Date of revision:
Handle: RePEc:mst:csilre:ap02

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