The document summarizes a proposed market survey of fitted kitchens and built-in kitchen appliances in Italy. The survey would collect data from final consumers and points of sale to understand purchase trends, brands, and sales dynamics. It outlines the objectives, methodology, sampling, timeline, deliverables, and pricing for a multi-client market research project.

1. 1
Market of
Fitted kitchens and
Built-in kitchen appliances
in Italy
2015

2. 2
Premises
Fitted kitchens and kitchen appliances undergo the market dynamics typical of durable
goods
High penetration;
Long-drawn-out purchase frequency and re-purchase cycle.
The replacement cycle is in fact of:
ca. 20 years for fitted kitchens
ca. 20 years for kitchen appliances.
Such characteristic makes it extremely hard to survey Final customers, and this
explains why they are basically absent on the Italian market.
Kitchen-furniture&appliances 2015 has an experience in terms of
staff and sector
of +18 years

3. 3
This survey represents a natural evolution of all those carried out until
now by the same pool of experts in a period of over 20 years.
The data produced so far have allowed to elaborate a reading
methodology of the same able to provide highly reliable results.
Of quantitative nature, but with vast possibilities of qualitative reading.
Based on a system able to sample the broadest possible universe
among those accessible via mobile phone.
Double universe: Final customer and Points of sale.
Telephone or On-line interview.
The project

4. 4
Characteristics
of the survey
Two Universes and three separate data collections: one among Final
customers and two among the Points of sale.
The survey on Final customers has the objective of defining the sell-out of
Fitted kitchens and Built-in kitchen appliances, besides the frequency of use
of their distribution channels.
The first data collection in the Points of sale of the traditional channel allows
to identify the market trends in the short term and the sales dynamics (cost
estimates-orders-deliveries).
The second data collection, to verify the impact on sales of the brands
displayed in the showrooms, both Kitchen appliances and Fitted kitchens.

5. 5
Objectives of the survey on
Final customers
Identify the market levels of the main producers in the sector of
Built-in kitchen appliances and Fitted kitchens.
Qualitative breakdown of the Kitchens present in the Italian homes.
Monitoring of types and brands of Built-in kitchen appliances.
Detect the purchase channel used and analyse the selection
process of the same.
Define the life cycle of the families making the purchase for various
purposes.

6. 6
The questionnaire for Final
customers: Survey topics
Explanation of the concept of Fitted kitchen and Built-in kitchen
appliance.
Presence in the house of a Fitted kitchen.
Age of the Kitchen present in the house.
Characteristics of the last purchase: new or used?
Characteristics of the last purchase: motivations.
Characteristics of the last purchase: replacement, enlargement or
first Kitchen ever.
Characteristics of the last purchase: Fitted with Built-in appliances
or Free standing?
Destination of the replaced Kitchen.
Brand of the new Fitted kitchen purchased.

7. 7
The questionnaire:
Survey topics
Floor units-tall storage units-wall units composition.
Value of the purchase (Kitchen+Appliances).
Purchase channel of the Appliances.
Brands of the Appliances purchased within or without a Fitted
kitchen.
Socio-anagraphic data.

8. 8
The sampling of Final customers comes up with the problem that they are
highly diluted in the universe individuals-families. Random selection of
customers can only be the result of a fine sifting through of the contacts.
The subjects interviewed are all those who - in the past 12-18 months -
purchased a Kitchen, fitted or not, and/or a Kitchen appliance, whether
Built-in or Free standing, whether a first purchase or a replacement.
Only proceeding in this way, it is possible to estimate the overall market of
Final customers and understand - in comparison to a previous estimation - if
there has been an increase or a decrease and in what area, either geographic
or in terms of product.
The subjects will therefore belong to three categories:
Purchasers of a complete Fitted kitchen;
Purchasers who have partially replaced or integrated the Kitchen;
Purchasers of the sole Kitchen appliances.

9. 9
The subjects belonging to the three groups will be interviewed, while all the
others will be requested to provide only their socio-anagraphic data.
The number of subjects to be contacted to obtain a sample able to grant a
fair significance to the results will be of ca. 16.000 total cases.
The interviews will be effected via telephone starting from a sample of phone
numbers generated random by a computer and cheched with automatic
systems so as to ascertain their existence and connection.
The sample of Final customers

10. 10
The steps
The agreed prices cover the total costs of the survey and include the following
performances:
a. generation-cleaning of the phone numbers;
b. fieldwork (interviews);
c. data editing and weighing;
d. data processing;
e. personalised production of results;
f. first presentation of results, containing common data and
personalised data.

11. 11
Surveys on Points of sale:
Premises
A first survey on the Points of sale of the traditional channel allows to identify
the current trends of the market and the sales dynamics of the sector.
A second survey will verify the brands and the models of Kitchen applicances
displayed in the showrooms with the objective of ascertaining their
commercial impact.
While the survey among the Final consumers as described herein has
primarily a marketing imprinting as it studies the Final customer’s behaviour,
the surveys among the points of sale cover mainly the requirements of the
sales approach.
The Points of sale belonging to the extreme poles of the distribution network
in terms of dimension are deliberately neglected as they undergo to market
philosophies different from those applied in the traditional medium-sized
Point of sale linked to the concept “furniture design” including Furniture
and Appliances.

12. 12
Surveys on Points of sale:
The project
The surveys are aimed at verifying:
The display of brands and models of Kitchen appliances and Fitted
kitchens in the showrooms of the Points of sale;
The type of Customers targeted (based on proposed prices and quality);
The sales dynamics on the basis of the situation of:
Cost estimates;
Orders;
Deliveries.
The frequency of the surveys will be:
Bimonthly – the survey on the market dynamics, where the questions asked will
investigate both the current month and the month preceding the interview;
Biannual – the survey on the brands and models displayed in the showrooms.
The interviews to the person responsible for the point of sale will be carried
out on the phone and may lead to a subsequent qualitative follow-up
interview via web.

13. 13
Surveys on Points of sale:
The questionnaire
The objectives of the survey will result in questions included in the questionnaire
concerning the following topics:
Estimation of the sales trend - bimonthly vs bimonthly and year vs year - of Fitted
kitchens and Built-in appliances;
Identification of the dynamics - in terms of quantity and time – between
contractual orders and deliveries effected in the two months preceding the
interview;
Numbers of delivered Kitchens with and without appliances;
Dynamics of the Kitchens displayed in the showrooms;
Existing relationship between brands sold based on the showroom and from the
catalogue;
Sales positioning of the product sold in terms of:
• Price range,
• Style,
• Qualitative level,
• Type of material.

14. 14
Points of sale:
Methodology and sample
The survey will be carried out using a structured questionnaire submitted on
the telephone.
The sample will be of 300 cases repeated on a bimonthly basis within
samples of Points of sale varying from time to time.
The selection of the Points of sale will be made on regional basis while the
interview will be carried out only upon checking some characteristics of the
Point of sale itself.
The analysis of the data will be effected starting from the progressive moving
average of the results obtained in the single survey.

15. 15
Points of sale: Delivery time
As usual, the results will be delivered three weeks upon the communication
concerning the end of the fieldwork.

16. 16
The overall project
The survey is proposed in a multiclient version, subscription is to be confirmed in
advance signing a written commitment not later than 10th December 2014.
To all subsequent subscriptions will be applied a 10% surcharge to compensate for
the costs already borne by the original subscribers.
The data produced out of described surveys will be proposed in three versions to
meet the requirements of each client:
1) Programme A.
This type of subscription foresees the purchase of all the data produced out of both
surveys (Final customers and Points of sale).
2) Programme B.
This type of subscription foresees the purchase of the sole data relevant to Fitted
kitchens of the two surveys (Final customers and Points of sale).
3) Programme C.
This type of subscription foresees the purchase of the sole survey carried out on Points
of sale.

17. 17
The agreed prices cover the overall costs of the survey and include the following
performances: :
 a. generation-cleaning of the phone numbers;
 b. fieldwork (interviews);
 c. data editing and weighing;
 d. data processing;
 e. personalised production of results;
 f. first presentation of results, containing common data and
personalised data.
What is included in the price of
the survey

18. 18
Payment terms
Programme A.
Programme B.
Programme C.
The payment of the survey is to be effected transferring the amount of the selected
programme based on the following schedule:
50% upon signature of the subscription form;
30% upon communication of the end of interviews;
20% upon presentation of the results at your premises.

19. 19
Contacts
For information please apply to:
Paolo COPPO Ph. 338 387 6 658 – paolo.coppo@yahoo.it
Dario ERJAVEC Ph. 340 875 8 979 - dario.erjavec@katoida.eu
Ph. 040 982 8 024
KITCHEN Furniture & Appliances
is a brand owned by:
Katoida d.o.o. - Kraška Ulica, 2 - 6210 Sežana, SLOVENIJA