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Built-in appliances distribution and brand image in Italy



This report, yearly published, has reached its xx edition and analyzes the behaviour of the Italian buyers of built-in appliances taking into consideration: the sales performance for kitchens and built-in appliances, purchasing criteria by major buyers of built-in appliances, development of brand-name image and customer satisfaction of major built-in appliances purchasers. The study is based on 117 telephone interviews with kitchen furniture manufacturers, built-in appliances wholesalers and specialized appliances chains. Distribution flows and purchases of built-in appliances are analyzed by customer type (kitchen furniture manufacturers, built-in appliances wholesalers). The report provides a detailed analysis by product type: sinks sales broken down by material, hobs, ovens, dishwashers, refrigerators sales broken down by type, hoods sales broken down by material and type. All the products mentioned above are analyzed also by geographical area and by purchase range of built-in appliances. The analysis of brand name-image covers 6 years and provides a ranking of the main quoted brands by product (refrigerators, hobs, ovens, dishwashers, hood, sinks) and by type of customer (kitchen furniture manufacturers, built-in appliances wholesalers). The report also studies the development of the criteria used to select the suppliers of built-in appliances. The results confirm that the two most important criteria are: Punctuality in delivering, After-sales technical assistance. Other criteria considered are: Brand and Product reliability, Prices, Wide range of products and models, Aesthetic qualities of the product/design and, Front staff professionalism. The Report shows also statements about 'best product in the market' and 'the product that still is not in the market'. Due to an overall weak market, the Report shows as the main buyers are becoming more and more 'demanding' from their suppliers of built-in appliances. The opinions on the built-in appliances brands expressed by the interviewed companies are organized according to brand name, type of customer (kitchen furniture manufacturers, built-in appliances wholesalers), criteria used to select the suppliers of built-in appliances. Covered brands: Aeg, Hotpoint-Ariston, Bosch, Candy, Electrolux-Rex, Franke, Foster, Indesit, Miele, Nardi, Samsung, Scholtès, Siemens, Smeg, Whirlpool. Covered products: built-in appliances, kitchen furniture, refrigerators, cooking appliances (hobs, ovens), dishwashers, built-in microwaves, small built-in appliances, hoods and sinks. On request, a list of 1000 Useful contacts (150 manufacturers of kitchen furniture, 150 wholesalers, 700 kitchen furniture retailers).

Suggested Citation

  • Aurelio Volpe, 2014. "Built-in appliances distribution and brand image in Italy," CSIL reports IT15, CSIL Centre for Industrial Studies.
  • Handle: RePEc:mst:csilre:it15

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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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