Built in Appliances Distribution and Brand Image in Russia

Abstract

This report provides a qualitative and quantitative study of the distribution of built-in appliances in Russia as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Russian market. The research also includes an overview of the Russian kitchen furniture market providing data on the supply and trade of kitchen furniture, consumption, distribution, the main brands present in the Russian market.

Tables and data show the sales breakdown of built-in appliances purchases by supplier (appliance retailers, wholesalers and importers, kitchen retailers, kitchen manufacturers, furniture chains, appliance chains).

For each built-in appliance considered in the report (hobs, ovens, hoods, dishwashers, refrigerators), the analysis covers price range for a selection of brands, breakdown by distribution channel, breakdown by product type in a sample of companies, product breakdown by type in percentage data.

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/quality, aesthetic qualities of the product/design, wide range of products and models, innovation, brand fame/advertising, availability of merchandising material.

Covered brands: Ardo, BSH, Candy, Electrolux, Gorenje, Hansa, Indesit, Whirlpool.

The research is based on 90 interviews with built-in appliance retailers, built-in appliance wholesalers/importers, kitchen furniture manufacturers, kitchen furniture retailers, large appliances chains, large furniture chains, independent experts.

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