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| Author: | |
| Title: | Microwave ovens in Italy. |
| Journal: | Market Research Europe
1987 : SEP, VOL. 19, p. 29-35 |
| Index terms: | HOUSEHOLD DURABLES ITALY |
| Language: | eng |
| Abstract: | The market is very new and still fairly small. It does not appear to hold explosive potential. Data are presented about retail sales. Local production is small, domestic consumption is primarily supplied by imports. Ownership patterns are analyzed. A table is showing the distribution of owners according to area, size of population centre and socio-economic class. Penetration data are examined. The most important brands are listed and market shares are compared. Advertising and promotion strategies and practices are discussed and illustrated with expenditure data. Retail channels are described. Market expectations envisage constant but slow growth. |
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