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Built-in appliances distribution and brand image in the Netherlands

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Abstract

This report provides a qualitative and quantitative study of the distribution of built-in appliances in the Netherlands as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Dutch market. The research also includes an overview of the Dutch kitchen furniture market providing data on the supply and trade of kitchen furniture, consumption, the leading kitchen furniture manufacturers and distribution. Distribution flows of built-in appliances (supply and sales) are analysed by customer type (appliance chains, buying groups, builders, kitchen furniture retailers, wholesaler, DIY, housing associations, Internet). As far as the products are concerned, the report provides a breakdown by type (hobs, ovens, dishwashers, refrigerators) in a sample of companies, with a ranking 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/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 30 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, 2005. "Built-in appliances distribution and brand image in the Netherlands," CSIL reports AP15, CSIL Centre for Industrial Studies.
  • Handle: RePEc:mst:csilre:ap15
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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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