Built in Appliances Distribution and Brand Image in Poland

Abstract

This report provides a qualitative and quantitative study of the distribution of built-in appliances in Poland as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Polish market. The research includes an overview of the kitchen furniture market providing data on the supply and trade of kitchen furniture, production, consumption, international trade, distribution channels, the leading Polish and foreign kitchen furniture manufacturers as well as the leading exporters.

Distribution flows of built-in appliances (supply and sales) are analysed by customer type (appliance chains and importers, wholesalers, kitchen furniture manufacturers, kitchen retailers, furniture retailers, furniture chains, direct sales). 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.

Covered brands: AEG, Amica, Ariston, BSH Group (Bosch, Siemens), Electrolux, Mastercook, Whirlpool, Zanussi.

The research is based on interviews with 30 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).

Addresses of retailers, manufacturers and other companies are also provided.

Covered products: built-in appliances, kitchen furniture, cooking appliances (hobs, ovens), hoods, dishwashing machines, refrigerators.