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Built-in appliances distribution and brand image in Russia

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Abstract

This report provides a qualitative and quantitative study of the distribution of built-in appliances in Russia as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Russian market. The research also includes an overview of the Russian kitchen furniture market providing data on production, consumption international trade, distribution and prices. Tables and data show the sales breakdown of built-in appliances purchases by supplier (appliance retailers, wholesalers and importers, kitchen retailers, kitchen manufacturers, furniture chains, appliance chains). For each built-in appliance considered in the report (hobs, ovens, hoods, dishwashers, refrigerators), the analysis covers the price range for a selection of brands, the breakdown by distribution channel, the breakdown by product type in a sample of companies, the product breakdown by type in percentage data. The analysis of brand image is based on strong and weak characteristics pointed out for major built-in appliances' brand according to the following criteria: frequency/easy approach with the 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 90 interviews with built-in appliances retailers, built-in appliances wholesalers/importers, kitchen furniture manufacturers, kitchen furniture retailers, large appliances chains, large furniture chains, independent experts.

Suggested Citation

  • Aurelio Volpe & Mariano Peluso, 2008. "Built-in appliances distribution and brand image in Russia," CSIL reports AP06, CSIL Centre for Industrial Studies.
  • Handle: RePEc:mst:csilre:ap06
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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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