Built-in appliances distribution and brand image in the Czech Republic

Aurelio Volpe ()

No AP12, 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 Czech Republic as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Czech market. The research includes an overview of the kitchen furniture market providing data on the supply and trade of kitchen furniture, consumption, the leading kitchen furniture manufacturers and distribution channels. Distribution flows of built-in appliances (supply and sales) are analysed by customer type (appliance chains, kitchen furniture retailers, kitchen manufacturers, wholesalers). As far as the products are concerned, the report provides a breakdown by type (hobs, ovens, hoods, dishwashers, refrigerators) in a sample of companies, with rankings 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, 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 interviews with 20 commercial firms operating in the built-in appliances segment (retailers, built-in appliance wholesalers/importers, buying groups, kitchen furniture manufacturers, (kitchen) furniture retailers, large appliances chains, large furniture chains, associations, media).

JEL-codes: L11 L68 L81 (search for similar items in EconPapers)
Pages: 48 pages
Date: 2005-06
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