Process of kitchen furniture purchasing in Italy (December 18, 2007)

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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 405 telephone interviews with families who purchased kitchen furniture worth at least ITL 2,000,000 over the previous 12 months.

Purchases of kitchen furniture are broken down by: type of kitchen furniture (with or without built-in appliances), style of kitchen (contemporary/modern, classical/traditional/rustic), material of cabinet door (solid wood, veneered wood, laminated, lacquered, steel), layout and size of purchased kitchen furniture, purchase price, brand of kitchen furniture and built-in appliances. The report also considers the purchase of kitchen furniture including hood and household appliances (built-in refrigerators, ovens, built-in dishwashers, hobs, free standing refrigerators, cookers, free standing dishwashers, microwave ovens, freezers).

All the above mentioned data on purchases of kitchen furniture are broken down by socio-demographic characteristics of the purchasers (geographic area, size of urban centre, sex, age and profession of head of family), purchase price and distribution channel (kitchen furniture specialized retailers, furniture retailers, large scale distribution, craftsmen, direct purchase). Availability of computer and Internet connection is also considered.

The purchasing process is analysed according to: reasons for purchase, degree of recollection of brands of kitchen furniture and household appliances, criteria of choice in the purchase, distribution channels for kitchen furniture, loyalty to the sales outlet, information channels (magazines, Internet), degree of customer satisfaction and reasons for any dissatisfaction.

The consumer??s life-style is examined on the basis of socio-economic status, decision-making process within the family nucleus, living conditions, type of furnishings.

Products covered include: kitchen furniture, kitchen furniture in solid wood, veneered wood kitchen furniture, laminated kitchens, lacquered kitchens, steel kitchens, kitchen furniture with built-in appliances, kitchen furniture without built-in appliances, free-standing kitchens, linear kitchens, en block kitchens, fitted kitchens, contemporary/modern kitchen furniture, classical/traditional/rustic kitchen furniture, kitchen cabinets, kitchen doors, kitchen cabinet doors, hoods, built-in appliances, built-in refrigerators, ovens, built-in dishwashers, hobs, free standing refrigerators, cookers, free standing dishwashers, microwave ovens, freezers.

This report is written in Italian but is also available in English on request.

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