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Built-in appliances distribution and brand image in Greece

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Abstract

This report provides a qualitative and quantitative study of the distribution of built-in appliances in Greece as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Greek market. The research also includes an overview of the Greek kitchen furniture market providing data on the supply and trade of kitchen furniture, consumption, the leading kitchen furniture manufacturers and distribution. Short profiles of the main distributors by type (appliance chains, buying groups, kitchen furniture manufacturers and retailers) are available. As far as the product is concerned, the report provides a breakdown by type, ranking of main brands as well as reference prices. 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/quality, 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 80 interviews with 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.

Suggested Citation

  • Aurelio Volpe, 2004. "Built-in appliances distribution and brand image in Greece," CSIL reports AP03, CSIL Centre for Industrial Studies.
  • Handle: RePEc:mst:csilre:ap03
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    More about this item

    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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