Built-in appliances distribution and brand image in Poland
AbstractThis report provides a qualitative and quantitative study of the distribution of built-in appliances in Poland as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Polish market. The research includes an overview of the kitchen furniture market providing data on the supply and trade of kitchen furniture, production, consumption, international trade, distribution channels, the leading Polish and foreign kitchen furniture manufacturers as well as the leading exporters. Distribution flows of built-in appliances (supply and sales) are analysed by customer type (appliance chains and importers, wholesalers, kitchen furniture manufacturers, kitchen retailers, furniture retailers, furniture chains, direct sales). As far as the products are concerned, the report provides a breakdown by type (hobs, ovens, hoods, dishwashers, refrigerators) in a sample of companies, with rankings of the main brands. The analysis of brand image is based on strong and weak characteristics pointed out for each built-in appliances' brand according to the following criteria: frequency/easy approach with supplier, front staff professionalism, punctuality in delivering, after sales technical assistance, price, aesthetic qualities of the product/design, wide range of products and models, innovation, brand fame/advertising, availability of merchandising material. The research is based on interviews with 30 commercial firms operating in the built-in appliances segment (retailers, built-in appliance wholesalers/importers, buying groups, kitchen furniture manufacturers, (kitchen) furniture retailers, large appliances chains, large furniture chains, associations, media).
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Bibliographic InfoPaper provided by Centre for Industrial Studies (CSIL) in its series CSIL reports with number AP11.
Length: 63 pages
Date of creation: Jun 2005
Date of revision:
Find related papers by JEL classification:
- L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
- L68 - Industrial Organization - - Industry Studies: Manufacturing - - - Appliances; Furniture; Other Consumer Durables
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
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