Process of kitchen furniture purchasing in Italy
July 2003, II Ed. , 97 pages
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Language: Italian - Report in Italian language only
Report Code: IT.10
Copyright: CSIL Milano
Status:available for online purchase and immediate download
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This report studies the behaviour of the Italian consumers of kitchen furniture, taking into consideration: characteristics of purchased kitchen furniture, purchasing process, consumer's profile. The study is based on 260 telephone interviews with families who purchased kitchen furniture over the previous 12 months.
Purchases of kitchen furniture are broken down by: purchase price, size and type of kitchen furniture (with or without built-in appliances), type of household appliances purchased with kitchen furniture or separately (refrigerators, freezers, ovens, cookers, dishwashers, microwave ovens), delivery times.
All the above mentioned data on purchases of kitchen furniture are broken down by socio-demographic characteristics of the purchasers (geographic area, sex, age and profession of head of family) and by distribution channel (kitchen furniture specialized retailers, household furniture retailers, large scale distribution).
The purchasing process is analysed according to: reasons for purchase (first-time purchases, substitutions), distribution channels for kitchen furniture, information sources (sales outlets, magazines, Internet, advertising), degree of recollection of brands of purchased kitchen furniture, kitchens' brands known.
The report takes into consideration the use of consumer credit, with data on: share of kitchens purchased through deferred credit, credit conditions (deferred payments, personal loans, revolving credit cards with deferred payments), degree of recollection of brands of consumer credit companies, share of zero interest loans for kitchens' purchases.
Data on the stock of kitchens owned by Italian families are also available.
Products covered include: kitchen furniture, kitchen furniture with built-in appliances, kitchen furniture without built-in appliances, household furniture (home furniture/residential furniture), built-in appliances, free standing household appliances, built-in refrigerators, free standing refrigerators, freezers, ovens, cookers, built-in dishwashers, free standing dishwashers, microwave ovens.
Abstract of Table of Contents
- Research objectives, methodology and main results in brief
- Kitchen furniture consumer's profile
- Socio-demographic characteristics of purchasers: geographic area, sex, age and profession of head of family, number of family members
- Characteristics of purchased kitchen furniture
- Purchases kitchen furniture
- Size of purchased kitchens
- Type of purchased kitchens: with or without built-in appliances
- Household appliances purchased with kitchen furniture:
- - refrigerators, freezers, ovens, cookers, dishwashers, microwave ovens
- Household appliances purchased through other distribution channels
- Delivery times
- Problems in delivery and assembly of the purchased kitchen furniture
- Reasons for kitchen furniture purchase and distribution channels
- Reasons for kitchen furniture purchasing: first-time purchases, substitutions
- Distribution channels: kitchen furniture specialized retailers, household furniture retailers, large scale distribution
- Information sources and degree of recollection of brands of purchased kitchen furniture
- Information sources: sales outlets, magazines, Internet, advertising
- Degree of recollection of brands of purchased kitchen furniture
- Kitchens' brands known
- The use of consumer credit
- Share of kitchens purchased through deferred credit
- Credit conditions: deferred payments, personal loans, revolving credit cards with deferred payments
- Degree of recollection of brands of consumer credit companies
- The stock of kitchens owned by Italian families
Selected companies mentioned:
Aiko, Arc Linea, Berloni, Binova, Boffi, Bontempi, Dada, Del Tongo, Euromobil, Febal, Frau, Gatto, Lube, Minotti, Salvarani, Scavolini, Schiffini, Scic, Snaidero, Valcucine, Veneta Cucine