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Built-in appliances distribution and brand image in France

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Abstract

This report provides a qualitative and quantitative study of the distribution of built-in appliances in France as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the French market. The research also includes an overview of the French kitchen furniture market providing data on the supply and trade of kitchen furniture, consumption, trade and leading kitchen furniture manufacturers and distributors.Special attention is given to the 'cuisinistes' as distribution channel of built-in appliances.The chapter on kitchen furniture contains the activity trend in units and value, international trade data, a note on the different styles of kitchens sold in France, a short profile of the major kitchen furniture players, sales and market share of the main kitchen furniture manufacturers and distributors, reference prices of kitchen furniture, number of sales outlets for a sample of companies as well as some characteristics of the outlets (mono brand, multi brand, average surface, number of models in display). Moreover, a breakdown is given by appliance product through the cuisiniste channel and other channels.A chapter on built-in appliances outlines product data based on our sample of companies an global data. For each product (hobs, ovens, refrigerators, hoods, dishwashers) a product breakdown by type, reference prices, ranking of the most important brands for s sample of companies. The brands that are mentioned mostly are further analysed in the next chapter. 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, range of products and models, innovation, brand fame/advertising, availability of merchandising material. 50 Interviews were carried out with kitchen furniture manufacturers, kitchen furniture retailers wholesalers and other key operators.

Suggested Citation

  • Aurelio Volpe, 2007. "Built-in appliances distribution and brand image in France," CSIL reports AP10, CSIL Centre for Industrial Studies.
  • Handle: RePEc:mst:csilre:ap10
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    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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