German Bosh, Italian Indesit, SwedishElectrolux - these brands came to us at the peak of the nineties and won trust with their high quality and reliable West European assembly. Therefore, going to the store, the buyer often keeps in mind these brands. But these plates are much more expensive than the Slovenian Gorenje or the Turkish Beko presented in the same sales hall.
A photo: Getty Images It would seem, the whole thing is in the "birthplace" of this or that plate. But any household appliance seller is well aware that the assembly plants Indesit and Electrolux have long been working in Romania, Ukraine and other countries of the former socialist camp. That is, the Italian Indesit plate you have chosen can only be by name, but where it was collected, it is still necessary to find out. With the Swedish origin of Electrolux - the same story. Fortunately, foreign brands of assortment of large chain stores of home appliances is never limited. The budgetary production of domestic brands - kitchen stoves and built-in household appliances Darina, De Luxe, "Dream", Belarusian Gefest and others are also necessarily represented. And although the quality of domestic equipment of the lower and middle price segments is not inferior to the imported ones - this is evidenced by numerous tests and expertise, the demand for our brands and the Belarusian Gefest is still lower. Why do we want to overpay? Is it really the case in the stereotypes that arose many years ago? And is it always an expensive European brand that guarantees quality? Since these issues directly relate to the situation on the market as a whole, we turned to the expert, the marketing specialist of the IMPro project Alexey Pereverzev.
"In fact, everything is very simple," saysAlexey Pereverzev. - Take, for example, electrical options with a minimum acceptable set of useful functions. In this case, absolutely any plate will be a case with several heaters and a programmer. And in this respect, the cooktops of 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 bought by all the producers of kitchen stoves on equal terms. That is, there is no fundamental difference. But only experts know this. And for buyers a certain myth is created, let's call it "Europeanism", on which many brands are focusing. For example, if you take a close look at the positioning of Hansa, you will notice that the German roots of this company are almost always indicated. And indeed, the brand was founded by the German concern Magotra Handelsgeselshaft. But production and development are carried out in Poland, which immediately does not allow putting this technique on a par with Bosch. At the same time, there is no deception in this positioning, and the buyer's confidence at the word "Germany" is higher. Another indicative example is the Indesit plates. You can buy a plate of this brand, collected in Poland. But in the shops there is a technique of Italian assembly. However, in order to purchase it, you need to take care and check the manufacturer's data in the plate's documentation. "
1/2Italian Indesit cookers are not producedonly in ItalyPhoto: indesit.ruModels assembled in Poland are more often shipped to RussiaPhoto: indesit.ruAt the same time, the warranty on the products is the same regardless of the country of manufacture, and again, there is no deception here. It is just that Italian, more expensive equipment, and Eastern European, which is cheaper, are sold under the same trademark."As for the budget brands, among whichthe Belarusian Gefest is leading, then there can also be some "reputational" dependence, continues Pereverzev. - One of the key factors of trust in Gefest can be called the country of origin. It is generally believed that Soviet quality standards are still preserved in Belarus, to which the Russian are significantly inferior. Meanwhile, in reality, the company that produces Gefest is controlled by PJSC Gazprom, which also owns the Tchaikovsky gas equipment plant that produces household appliances Darina, Kanevsky enterprise, which produces Plate Flama, and the factory "Volgogazapparat", where they produce the plates Terra and "Lada". Thus, all these manufacturers are subject to the same management, observe similar requirements for quality and safety of products. "
Plates Gefest cause trust: it is considered that Soviet quality standards have remained in Belarus. Photo: gefest.com Now, armed with knowledge of brands and manufacturers, you can go to the store. And yet, which plate to choose? Stereotypes are pressed.“It all depends on your specific tasks andrequirements. It is clear that a buyer who wants to buy 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 even in this case, he will either choose between Eastern Europe and Turkey, or be prepared to spend a considerable amount on Italian, Swedish or German equipment. If such refinements are not required and you need a simple and reliable stove, then you will not feel much difference between Hansa and Darina. The only obvious difference will be in the price, which is always lower for domestic brands. With similar, I repeat, quality."
