Process of kitchen furniture purchasing in Italy

Description

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