Built-in appliances distribution and brand image in the United Kingdom

Aurelio Volpe (), Stefania Pelizzari and Mariano Peluso ()

No AP01, CSIL reports from CSIL Centre for Industrial Studies

Abstract: This report provides a qualitative and quantitative study of the distribution of built-in appliances in the United Kingdom as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the British market. The research also includes an overview of the British kitchen furniture market providing data on production, consumption, international trade, distribution, prices, sales and market share of the leading kitchen furniture manufacturers. Distribution flows of built-in appliances are analysed by customer type (wholesalers, large appliances chains, DIY chains, builder merchants and builders, buying groups, e-commerce, appliances retailers, kitchen furniture retailers). As far as the product is concerned (hobs, ovens, hoods, refrigerators, dishwashing machines), the report provides a breakdown by product type, reference prices as well as ranking of main brands. Brand image analysis is based on strengths and weaknesses pointed out for each built-in appliances' brand according to the following criteria: frequency/easy approach with the supplier, front staff professionalism, punctuality in delivery, after sales technical assistance, price/quality, aesthetic qualities of product/design, wide range of products and models, innovation, brand fame/advertising, availability of merchandising material. The research is based on 70 interviews with a selected sample of built-in appliance distributors, kitchen furniture producers and distributors, and other opinion leaders.

JEL-codes: L11 L68 L81 (search for similar items in EconPapers)
Pages: 104 pages
Date: 2008-11
New Economics Papers: this item is included in nep-mkt
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