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Our expert, professional marketer Aleksey Pereverzev, told what tricks and tricks are used by manufacturers of household appliances to attract buyers. And he named brands that are truly reliable and combine quality with an affordable price. If you are going to change your stove or are purchasing it for the first time, these tips will help you a lot.
German Bosh, Italian Indesit, Swedish Electrolux – these brands came to us at the peak of the nineties and gained trust with their high quality and reliable Western European assembly. Therefore, going to the store, the buyer often keeps these brands in his head.
But such plates are much more expensive than Slovenian Gorenje or Turkish Beko presented in the same trading floor.
It would seem that the whole point is in the “place of birth” of this or that plate. But any seller of household appliances is well aware that the Indesit and Electrolux assembly plants have long been operating in Romania, our country, and other countries of the former socialist bloc. That is, the Italian Indesit plate you have chosen can only be in name, but where it was collected, you still need to find out. The Swedish origins of Electrolux are the same story.
Fortunately, the assortment of large chain stores of household appliances is never limited to foreign brands. Quite budget products of domestic brands are also presented – and built-in Darina, De Luxe, Dream, Belarusian Gefest and others.
And although the quality of domestic equipment of the lower and middle price segments is actually not inferior to imported ones – this is evidenced by numerous tests and examinations, the demand for our brands and the Belarusian Gefest is still lower.
Why do we tend to overpay? Is it really all about stereotypes that arose many years ago? And does an expensive European brand always guarantee quality? Since these questions directly relate to the situation on the market as a whole, we turned to an expert, marketing specialist for the IMPro project, Alexey Pereverzev.
“In fact, everything is very simple,” says Aleksey Pereverzev. – Take, for example, electrical options with a minimum acceptable set of useful functions. In this case, absolutely any stove will be a case with several heaters and a programmer. And in this respect cookers the same Darina with glass-ceramic coating practically do not differ from foreign analogues. Why? And here everything is as transparent as possible, the fact is that the coating itself is produced by only two companies and is purchased by all manufacturers of kitchen stoves on an equal footing.
That is, there is no fundamental difference. But only specialists know this. And for buyers a certain myth has been created, let’s call it “Europeanness”, which many brands are focusing on. For example, if you look closely at the positioning of Hansa, you will notice that the company’s German roots are almost always indicated. Indeed, the brand was founded by the German concern Magotra Handelsgeselshaft. But production and development are carried out in Poland, which immediately makes it impossible to put this equipment on a par with Bosch. At the same time, there is no deception in this positioning, and the confidence of the buyer with the word “Germany” turns out to be higher.
Another good example is Indesit slabs. You can easily buy a stove of this brand, assembled in Poland. But the stores also feature Italian-made equipment. However, in order to purchase it, you need to be careful and check the manufacturer’s data in the documentation for the stove. “
Italian Indesit slabs are produced not only in Italy
At the same time, the guarantee for products is the same regardless of the country of manufacture, and again there is no deception here. It’s just that Italian, more expensive equipment, and Eastern European, which is cheaper, are sold under the same trademark.
“As for budget brands, among which the Belarusian Gefest is in the lead, here we can also single out a certain“ reputation ”dependence,” Pereverzev continues. – One of the key factors of trust in Gefest is the country of origin. It is generally accepted that in Belarus Soviet quality standards have been preserved, to which Russian ones are noticeably inferior.
Meanwhile, in reality, the company that produces Gefest is controlled by PJSC Gazprom, which also owns the Tchaikovsky gas equipment plant, which produces Darina household appliances, the Kanev enterprise, which produces Flama plates, and the Volgogazapparat factory, where Terra and Lada plates are produced. “. Thus, all these manufacturers are subject to a single management, they comply with similar requirements for the quality and safety of products. “
Gefest slabs inspire confidence: it is generally believed that Soviet quality standards have been preserved in Belarus
Now, armed with the knowledge of brands and manufacturers, you can go to the store. And yet, which stove to choose? Stereotypes are crushing.
“It all depends on your specific tasks and requirements. It is clear that a buyer who wants to purchase a stove with a large number of burners (more than four) or with a double grill will inevitably consider foreign brands that produce similar models. But in this case, he will either choose between Eastern Europe and Turkey, or prepare to spend a considerable amount on Italian, Swedish or German technology. If such delights are not required and you need a simple and reliable stove, then you will not feel much difference between Hansa and Darina. A clear difference will be only in the price, which is always lower for domestic brands. With a similar, I repeat once again, quality. “