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Built-in appliances distribution and brand image in Italy

XX Ed. , 126 pages
Price (single user license): EUR 3000.00 / US$ 3281.1
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Language: Italian  - Report in Italian language only
Report Code: IT.15
Publisher: CSIL
Copyright: CSIL Milano
Status:Available for online purchase and immediate download. English available upon request

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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).

Fidelity to the distribution channel. Deviations from the average of the brands and mean expectations of customers, 2014. Total ratingsaverage of the brands, sample chart

During 2014 sales of built-in appliances went down 3% in the canne of kitchen furniture manufacturers, 4% among the furniture chains, 6%-7% to built-in appliances wholesalers.
According to our sample of top buyers, among products missing in the market we can mention budget free-standing, oven with built-in microwave, more induction hobs, Vapor.
To be recommended: Indesit on Promotion, Electrolux on Service.
Purchasing criteria: delivery on time and speed for new assortment is first. The wide range will be obtained by the competition among more brands. Going up the criteria of Easy/Professional contact with the sales force, as well as reliability and innovation. Overall, Whirlpool and Miele are on the top of the ranking in the trade satisfaction analysis. For all the brands (in different measure), average scores were higher in the period 2008-2009 than during the last two years (2013-2014).

Abstract of Table of Contents

Scope of the research and methodology
Scope of the research
Composition of the interviewed companies sample
Representativeness of the interviewed companies sample
Activity trend
Sales of built-in appliances
Sales of kitchen furniture
Distribution flows and purchases by product
To whom sells the built-in appliances wholesaler
Relationship with the suppliers
Purchases by product type (sinks, hobs/ovens, dishwashers, refrigerators, hoods)
Built-in appliances brands and product type
Number of brands dealt with
Number of quoted brands by product type (refrigerators, hobs/ovens, dishwashers/washing machines, hoods, sinks)
Purchasing criteria
Criteria for the selection of built-in appliances suppliers
Opinions on built-in appliances brands
Summary of opinions
Opinions on the main characteristics of brands: commercial, service, product and promotion area
Overview of the opinions by:
- brand name
- type of customer (kitchen manufacturers, built-in electrical appliances wholesalers)
- customer size (large scale customers, small and medium-sized customers)
- geographical area (North, Center, South and Islands)
- customer size (large scale customers, small and medium-sized customers)
Annex 1: Questionnaire used in the survey
Annex 2: 1000 useful contacts (on request)

Selected companies mentioned:

Alpex, Arredo 3, , Boffi, Hotpoint-Ariston, Bergamin, Beko, Best, Blanco, Bosch, Candy, Cedi, Colombini, Delta Inox, EDI, EDIS, EL.GA, Elica, Faber, Falmec, Franke, Foster, Ikea, Indesit, Liebherr, Lube,Mainox, Miele, Mondo Convenienza, Nardi, Neff, Electrolux-Rex,Pacelli Trade, Poliform, Samsung, Scavolini, Scholtès, Semeraro, Siemens, Smeg, Snaidero, Valcucine, Whirlpool

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