BUILT IN APPLIANCES DISTRIBUTION AND BRAND IMAGE IN GREECE

Table of Contents

Macroeconomic data and breakdown of demand by geographical area

Kitchen furniture market in Greece:

• supply structure, international trade, consumption, distribution channels and market shares of leading kitchen furniture manufacturers

Built-in appliances market in Greece:

• size of built-in appliances market, breakdown of built-in appliances by product: hobs, ovens, hoods, dishwashing machines and refrigerators
• distribution of built-in-appliances, analysed channels are: wholesalers, builders, department stores, appliance retailers, appliance chains, buying groups, kitchen furniture retailers, internet

Image and trade satisfaction of main built-in appliances brands in Greece:

• main brands market shares and qualitative judgement (strengths and weaknesses)
• products analysed: hobs, ovens, hoods, refrigerators, dishwashing machines, washing machines

Criteria on which brand judgements are based:

• commercial: frequency/easy approach with supplier, front staff professionalism
• service: punctuality in delivering, after sales technical assistance
• product: price/quality, aesthetic qualities of the product/design, wide range of products/ models, innovation
• promotional: brand fame/advertising, availability of merchandising material

Strengths and weaknesses of the built-in appliances Groups in Greece:

• BSH Group, Electrolux Group, Miele Group

Strengths and weaknesses of the main built-in appliances brands in Greece:

• Ariston, Bosch, Candy, AEG, Miele, Siemens, Smeg, Teka, Whirlpool, Zanussi, Pitsos, Fourlis, Elica, Gaggenau, Brandt, Kuppersbusch, Franke, Pyramis, Korting

Appendix

• Questionnaire used for the study
• List of the mentioned companies: built-in appliance retailers, built-in appliance wholesalers/importers, buying groups, builders,