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A
Project report
On
Marketing research
On
Branded mattresses
Submitted By:
Group R
S.Y.MBA 2011-12
Submitted to:
K.S.SCHOOL OF BUSINESS MANAGEMENT
GUJARAT UNIVERSITY
AHMEDABAD-380 009
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Group members
Sr. No. Name Roll No.
1 DESAI BIJAL B. 2159
2 DESAI SHARVIL S. 2160
3 KATARIYA KISHAN P. 2168
4 KYADA RINKAL P. 2171
5 PATEL SWEETY J. 2187
6 SHAH BHOOMI H. 2197
7 SHAH MOHIL N. 2200
8 VARMA JESAL R. 2218
9 VIRANI SHARAD R. 2219
10 ZANZMERIYA DHARA D. 2220
Faculty Name:
Signature of faculty:
Date of submission:
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ACKNOWLEDGEMENT
The Feeling of Gratitude automatically arises from the bottom of heart
when we are helped by anyone. A small but timely help can prove to be
achievement of an important milestone.We are thankful to Dr.sarla achutan, the director of K. S. School of
Business Management, who gave us valuable opportunity towards
Practical Training.
We are equally very thankful to our project guide Mr. Viral Shah for
providing us the constant support and guidance throughout the project ofMarket Research of Branded Mattresses.We also acknowledge the contribution of all our faculties who are
directly or indirectly offered timely help and encouraged us throughout
the project.
Last but not the least all the people (all the customers and dealers) whom
we are surveyed deserved our sincere thanks for their co-operation and
for sparing valuable time.
We would not have completed our project without the support and love of
these people.
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PREFACE
Practical Knowledge is like a candle that leads to way through the darkpassage of ignorance. Practical Knowledge is playing vital role for the
success so it is essential to acquire Practical Knowledge with TheoreticalKnowledge.
The importance of the Project Preparation has been widely accepted in
the Business as well as in the Education institution. The essence of
Project Preparation is to gain Practical Knowledge and apply the theories
that we have learnt.
The Purpose of preparing this Report is to get an idea about the buying
pattern of the people especially in relation to the Branded Mattresses andto estimate the future trends. It proves as a base in the decision making
process. In this project we focus on the factors that have great influence
on Marketing of Branded Mattresses in the market.
A marketing research project is a part of practical study in M.B.A. Thispractical training develops awareness in the students about the difficulties
and challenges of the business world.
This experience itself is a great piece of learning and enhancing our
unlimited potential.
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TABLE OF CONTENT
Sr.
no.
particular Page
no.1 Introduction of Branded Mattresses
History of Branded Mattresses History of International, National and Regional level of
Brand
Product Details Types Uses & Specifications
2 Competitive Scenario
Degree of Competition Industry Scenario Major Layers in Branded Mattresses Industry
3 Market Research
Introduction to Market Research Market Research Plan
Research Objectives and Approaches Sources of Data & Research Instruments Sampling Plan Contact Methods
4 Data Analysis
Tables & Charts with Interpretation(with CrossTabulation and Bi variant Charts)
5 7 Ps Of Marketing
6 Major Findings Of The Survey
7 Conclusion Suggestion
8 Limitation
9 Bibliography & Webography
10 Appendix or Appendices
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Types of MattressesA good night's sleep rejuvenates us and helps us keep our levels of
energy, enthusiasm and vivacity high. A good mattress helps us rest,
lounge and sleep comfortably.
A mattress that does not give enough comfort can ruin your sleep and
make you feel tired and fatigued. A good sleep is essential to maintain
sound physical and emotional health. So, the best type of mattress is one
that gives you maximum comfort. Mattress has an Arabic origin, meaning
"to throw ". Let us now have a look at different types ofmattresses that
are available.
Innerspring MattressesFoam Mattresses
Air Mattresses
Water Beds Mattresses
Coir mattress
http://www.buzzle.com/articles/mattresses/http://www.buzzle.com/articles/air-mattresses/http://www.buzzle.com/articles/air-mattresses/http://www.buzzle.com/articles/mattresses/ -
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Innerspring Mattresses
The springs are the part of the mattress that supports you and also gives
the mattress its lifespan, so it's essential to get a decent quality spring
system.
Innerspring mattresses are the most common and popular type of
mattresses. The support structures of these mattresses are made up ofcoils. The shape of the mattress is retained with the help of this border
wire. The perimeter of each coil is connected to a wire that borders themattress. Special springs are used at the edges to give a firm support to
the edge. The upper layer of the mattress is separated by a tough padding
or insulator, or a layer of wire netted together that prevents it from
settling into the springs. The number of coils that may be present in theinnerspring mattresses varies from 300-800 and largely depends on the
size of mattress. The relation between the thickness of the coil wire and
the number of coils used is inversely proportional. However, more the
number of coils, more comfortable will the mattress be. There are
different types of coils that can be used in innerspring mattresses. Thetechnique used to connect the coils greatly affects the shape, comfort and
durability of the mattress. The list below gives a brief idea about these
coils.
Pocket Coil: These are cylindrical in shape and each spring is
independently wrapped in a fabric. Each spring supports only the
weight on it. Thus, every coil works independently and the weight
is not distributed. This type of coil used in innerspring mattress, is
the best choice for people who turn too much while sleeping, as
this will not disturb their partners.
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Open Coil/ Bonn ell Coil: These coils have a shape of hourglass
and each coil is joined to the adjacent coil by a wire that is helical.
Initially these coils provide good support, but they gradually
fatigue with time. Offset Coil: These are similar to open coil, but they are square
shaped at the top and are more expensive. Continuous Coil: A row of coils is made up of a single wire and
this row is connected to adjacent row using a helical wire. The
innerspring mattresses made up of such coils can maintain theirshape for a longer period.
Foam Mattresses
These were initially manufactured for astronauts of NASA, in1970, to help them get relief from the gravitational force they experienced
during the takeoff of a spaceship. The typical characteristics of these
mattresses are that they take a shape in the way the pressure is applied
and come back to their original form after removal of the pressure. In
1980, these mattresses were introduced in the market for consumers. The
foam mattresses are made from either of the two types of materials: viz.viscoelastic material,latex
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Latex mattresses
Latex mattresses are comparatively popular as they make the
sleeper feel warm in winters and cool in the summers. Latex mattresses
are recommended for asthma and allergic people as they resist dust andare hypoallergenic.
Viscoelastic material
The viscoelastic foam mattresses are expensive, but durable and aremore popularly known as memory foam mattresses. The viscoelastic
mattresses are sensitive to changes in the temperature. This special foam
mattress is made of dense,heat-sensitive material that reacts to your heat
and weight and supports you evenly - no more pressure points and
bedsores. It's called memory foam because it keeps your shape for a while
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after you get off it.
Foam mattresses are difficult to adjust with, in the initial
period of use and are not a good choice for heavy people. Consumers
always get confused while opting for latex or memory foam mattress.
http://www.buzzle.com/articles/latex-vs-memory-foam-mattress.htmlhttp://indiahometips.com/images/mattress/memory-foam-mattress-1.jpghttp://indiahometips.com/images/mattress/memory-foam-mattress-2.jpghttp://indiahometips.com/images/mattress/memory-foam-mattress-1.jpghttp://indiahometips.com/images/mattress/memory-foam-mattress-2.jpghttp://www.buzzle.com/articles/latex-vs-memory-foam-mattress.html -
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Air Mattresses
These mattresses provide the facility to adjust the comfort level. The airin the mattresses can be adjusted to change the firmness.
Air mattresses with dividers are available and air in both the
sides of these mattresses can be adjusted to different levels. Air
mattresses are portable and are chiefly used for camping or outdoor trips.They look similar to innerspring mattresses, but in these mattresses, the
coil is replaced by air. Air mattresses are also used to a great extent in
hospitals as they can be used for pain relief. Initially, these mattresses
were very costly, but have gradually become economical.
Water Beds
Water beds are not very popular as compared to other types of
mattresses. A unique feature of water beds is that their temperature can be
controlled. People living in warm regions would always prefer waterbeds.
There are two types of Water bed Mattresses.
1. Soft-sided - Soft-sided water beds have recently been invented
and so are hybrid beds that use other conventional techniques andwater bed.
2. hard-sided - The hard-sided water beds have a wooden framethat provides rigidity to the bed.
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Water beds are recommended for allergic people as the
bed can be cleaned very easily with just a wipe. However, there is always
a fear of leakage with water be
Coir mattress
Coir mattresses are mattresses containing layers made from the coir fiber
which are fiber taken from the husk of a coconut.
Previously, a consumer had very few choices while buying
a mattress. However, these days a wide variety of mattresses isavailable and a choice can be made depending on one's liking andcomfort. Happy Sleeping!!
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It has been realized that competitors are essential to
move ahead when there is no competition the doors of progress
have been closed. Though the leading brand of mattresses of
sleep well have captured the major share of the market. They
are facing competition by other company such as springwel,
kurl-on, godrej etc., and sometime by a local brand too. This
competition provides them better opportunity for progress.
Due to increase in competition major company have
become more alert. They are paying more attention towards theresearch and development as a part of that new excellent range
of mattresses is going to be introduced by sleepwell
Even the companies are doing their sincere efforts
towards the advertisement and the sales promotion. Day-by-day
advertises are being more attractive and even interesting even
they are using best celebrities as brand ambassador for public
attention.
There are a lot of companies in the market which providemattresses but all of them there is two main competitors
company like kurl-on and springwel.some of information of
this company is as below:
Information about the competitors brandKurl-on ranks as far as top mattress brands in India are
concerned. Reputed for their comfortable range of mattresses
Kurl-on mattresses are the most widely sold ones in the market.
Kurl-on Limited has changed the face of the comfort industry in
India. Known as the pioneers of the rubberized coir industry in
the country Kurl-on holds a major part of the market share of the
Indian comfort industry
Sleepwell is another top mattress brand in India. Reputed for
providing state of the art mattresses Sleepwell is a flagship
company of the Sheela Group. There quality sleeping solutions
that are at par with international standards have been greatly
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appreciated
Another major player in the comfort industry is Springwell.
Considered as one of the top mattress brands in India,
Springwell is the pioneer of Spring mattress technology in the
country. The company has a long and loyal customer base.
Known for its host of comfort providing mattresses specially the
sleeper friendly ones this company is also rated as a top mattress
brand in India.
Sleepwell vs kurl-on
Points Kurl-on sleepwellRating according to
public
foam(neither hard nor
soft)
Varied density
Support build with ACD
technology to avoid
sore back
Coir made from bonded
foam for firm effect.
Mattresses type Mattresses available
in rubberized coir,
foams, exclusive
mattresses, specializedspring, threrapeutic
and new technology,
spring mattresses.
Foam made from
bonded foam for firm
effect.
Price Kurlon has a product
price ranging from
3,000-18,000
Sleep well has a price
ranging from 6,000
45,000
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Market Research
Introduction toMarket ResearchThe systematic gathering, recording, analyzing and use of data
relating to the transfer and sale of goods and services from producer to
consumer is known as Marketing Research.
We mean MARKETING as following:
MMoney motives.
AAll consumers must be satisfied.RRisk must be minimized.
KKeep an eye on market position.
EEasy availability of product.
TThoughtfully decision making.
IImportance to advertising.
NNeed changes all the time.
GGeneration of new idea.
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Marketing Research Process
Step 1: Define the Problem, the, DecisionAlternatives and the Research ObjectivesProblem should not be defined either too broadly or too narrowly. A very
broad definition leads to excessive wastage of resources. Too narrow a
definition leads to inadequate data. Clarity on the following helps define
the problem appropriately:
1. What is to be researched (the content, the scope)?
2. Why is it to be researched (the decision that are to be made)?
Define the problem, thedecision alternatives,
and the researchobjectives
Develop theresearch plan
Collect theInformation
Analyze theInformation
Present the finding
Make theInformation
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Objectives:
To find out competitive presence and consumer preference.
To find out the specific customer need, buying behaviors, usage
patterns, preferences, etc.
To find out What Information Sources do prospective customers
pay attention to and how important they consider the information
from such sources.
To track awareness of different brands among the respondents.
To analyze the various factors considered by the customers while
buying the switch.
To identify areas of satisfaction and dissatisfaction with switch.
Step 2: Develop the Research plan
The second stage of marketing research requires developing the most
efficient plan for gathering the required information. This involves
decision on the Data Sources, Research Approaches, Research
Instruments, Sampling plan, and Contact Methods.
Data Sources:
The researcher can gather Primary data, Secondary data or both.Primary data are data freshly gathered data for a specific purpose or for
a specific research project.Secondary data are data that were collected for another purpose, and
already exist somewhere.
Research Approaches:Primary data can be collected in five ways: Through Observation
Focus groups
Survey Behavioral data
Experiments
We have selected Surveys as our research approach for
Branded Mattresses.
Research Instrument:There are three main research instruments in collecting primary data:
Questionnaires
Qualitative measures
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Technological devices
We have selected Questionnaires as our Research instrument.
Sampling Plan:
After deciding on the research approach and instruments, themarketing researcher must design a sampling plan. This calls for three
decisions:
Sampling unit:Who should we survey? We have targeted People as well
as Dealers of Branded Mattresses of Gujarat.Sampling size:How many people should we survey? We have targeted
500 People and 14 Dealers as Sample size.Sampling Procedure:How should we choose the respondents? We have
selected Random Sampling method.
Contact Methods:Once a Sampling plan has been determined the marketing researcher mustdecide how the subject should be contacted through Mail, Telephone,
Personal and Online Interview.
Our Survey based on Personal contact because Personal
Interview the most versatile method. The Interview can ask more
question to respondents.
Step 3: Collect the InformationThe data collection phase of marketing research is the most expensive
and most prone to error. Four major problems arise in surveys:
Some respondents may refuse to co-operative.
Some of them may give biased or dishonest reply.
As dealers were very reluctant to give any information.
Finally, getting the right respondent is critical.
Step 4: Analyze the InformationThe next step is to extract findings by tabulating the data and
developing frequency distributions and get meaningful result from them.
Step 5: Present the FindingsAs the last step, the researcher presents findings relevant to the major
marketing decisions facing management. They are considering ways
to present research findings in as understandable and compelling afashion as possible.
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Step 6: Make the DecisionResearch findings only provide additional information and insight to themanagers. Depending on their confidence in the findings, managers
decide to use it, discard it, or carry out more research.
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1) Users of Branded or Non-Branded Mattresses
Branded 325
Non Branded 175
Total 500
Interpretation:
From the above chart, we have analyzed that out of 500 consumers, 65%
prefer Branded Mattresses and Remaining (35%) prefer Non Branded
Mattresses.
Branded
65%
Non Branded
35%
Branded
Non Branded
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2) Classification on the basis of gender
Interpretation:
From the Above analysis we can say that most of the youngsters prefer
Branded Mattresses. And Old People also prefer it as it gives relief from
the pain.
Half of the people who are the group of people whose age is between 35
to 45 prefer Local Mattresses.
Non branded
Branded
Male Female total
Branded 175 150 325
Non branded 93 82 175
total 268 232 500
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Below 10000 10000-30000 30000-50000 50000 & Above
Non Branded
Branded
5) Monthly income of your family
Income Branded Non Branded total
Below 10000 32 61 93
10000-30000 124 65 189
30000-50000 99 34 133
50000 & Above 70 15 85
total 325 175 500
Interpretation:
From the above chart we can conclude that Higher Income Group preferBranded Mattresses and Lower Income Group prefer Local Mattresses,
As the income of the consumer increases usages of branded mattresses
also increases.
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6) How would you best describe your occupation?
Interpretation:
From the above chart we have analyzed that salaried employeesand Businessmen prefer Branded Mattresses While Housewives
prefer Local Mattresses.
Occupation Branded NonBranded total
SalariedEmployee
83 34 117
Business 72 49 121
Self - Employed 55 28 83
Housewife 54 45 99
Students 61 19 80
total 325 175 500
0
10
20
30
40
50
60
70
80
90
SalariedEmployee
Business Self -Employed
Housewife Students
According to occupation
BrandedNon Branded
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1) Which brand of mattress do you use?
brand name users
Sleep well 150
Kurl on 54
Easy sleep 22
Spring wel 26
Godrej 45
Sweet dream 28
Any Other 0total 325
Interpretation:
From the above chart we have analyzed that Sleepwell is the
leading Brand and there is tough competition between
Springwel and Sweetdream.
Sleep well45%
Kurl on17%
Easy sleep7%
Spring wel8%
Godrej14%
Sweet dream9%
Any Other0%
Sleep wellKurl onEasy sleepSpring welGodhrejSweet dreamAny Other
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2) Why do you choose this brand?
Brand Name Price Quality BrandName
Attractivedesign
Durability Comfortable total
Sleep well 10 68 20 10 22 20 150
Kurl-on 2 12 5 2 2 3 26
Easy sleep 1 20 13 0 10 10 54
Spring wel 4 21 8 4 4 4 45
Godrej 1 5 5 3 4 4 22
Sweet dream 4 5 2 3 6 8 28
Total 22 131 53 22 48 49 325
Interpretation:
sleepwell is most popular among consumers because of its quality and
durability.kurl-on is famous for its brand name.sweet dream is famous
because it provide low price compare to its competitor.consumers are not
much satisfied with qaulity and price of godej.
0%
20%
40%
60%
80%
100%
Price Quality Brand Name AttractiveDesign
Durability Comfortable
Sweet dream
Godhrej
Spring wel
Easy sleep
Kurl-on
Sleep well
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Factors affecting preference of the consumer
Brand Name Price Quality BrandName
Attractivedesign
Durability Comfortable total
frequency 22 131 53 22 48 49 325
Interpretation:
From the above chart we have observed that most of the
consumers prefer Branded Mattresses because of its Quality and
Durability.
Attractive Designs does not make any change in the preference
of consumer.
total
3%
20%
8%
3%
7%8%
51%
PriceQualityBrand NameAttractive designDurabilityComfortabletotal
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3) Since when you are using this brand?
Brand Name 0-5Years
5-10Years
10 &Above
total
Sleepwell 72 55 23 150
kurl-on 19 4 3 26
Easy sleep 34 16 4 54
Spring wel 23 16 6 45
Godrej 16 6 0 22
Sweet dream 22 6 0 28
total 186 103 36 325
Interpretation:
From the above chart we Have observed that Sleepwell and springwel
becomes more popular above 10 years while godrej and sweetdream are
newly introduced in the market.
0%
20%
40%
60%
80%
100%
Sleepwell kurl-on Easy sleep Spring wel Godrej Sweetdream
10 & Above5-10 Years
0-5 Years
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Brand Name 0-5Years
5-10Years
10 &Above
total
frequency 186 103 36 325
Interpretation:From the above chart we have observed that Most of the consumers uses
the branded mattresses from 5 to 7 years.
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4) How you come to know regarding this brand?
Brand Name TVAdvertising
Friends/Relatives NewspaperAdvertising
Dealer total
Sleepwell 87 32 21 10 150
Kurl-on 5 8 8 5 26
Easy sleep 17 14 20 3 54
Spring wel 15 12 8 10 45
Godrej 3 13 6 0 22
Sweet dream 8 9 6 5 28
total 135 88 69 33 325
Interpretation:From the above chart it can be interpreted that sleepwel is using TV and
print media for promotion. Godrej is not much popular among the
consumers because of its less promotional activities.
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Brand Name TVAdvertising
Friends/Relatives NewspaperAdvertising
Dealer total
frequency 135 88 69 33 325
Interpretation:
From the above chart we can conclude that most of the consumers
influenced by TV advertisement.Freinds and relatives also plays an
important role.
Series1, TV
Advertising,
135, 42%
Series1,
Friends/Relativ
es, 88, 27%
Series1,
Newspaper
Advertising, 69,
21%
Series1, Dealer,
33, 10%How come to know
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5) Who initiated the process of buying new mattress?
Myself MyHusband/ Wife
Parents Children Relatives/ Guest
Anyother
Sleep Well 50 22 57 4 17 0
Spring well 8 8 6 0 4 0
Kurl-on 17 8 26 1 2 0
Godrej 21 5 15 2 2 0
Easy Sleep 5 1 6 0 10 0
Sweet Dream 9 4 8 2 5 0
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BrandName
Myself My Husband /Wife
Parents Children Relatives /Guest
Anyother
Total 110 48 118 9 40 0
Interpretation:
From the above chart we have analyzed that the consumer themselves
initiate to purchase Branded Mattresses But In some cases parents
perform in the buying process.
Series1, Myself,
110, 34%
Series1, My
Husband /
Wife, 48, 15%
Series1,
Parents, 118,
36%
Series1,
Children, 9,
3%
Series1,
Relatives /
Guest, 40, 12%
Series1, Any
other, 0, 0%According to initiator
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6) Express your satisfaction regarding the brands which you are usingcurrently?
VerySatisfied
Satisfied Neutral Dissatisfied VeryDissatisfied
Sleep Well 58 80 12 0 0
Spring Wel 6 12 8 0 0
Kurl-on 23 23 8 0 0
Godrej 18 20 4 3 0
Easy Sleep 1 14 7 0 0
Sweet Dream 8 12 4 4 0
Total 114 161 43 7 0
Interpretation:From the above chart we can conclude that only the consumers of godrej
and sweetdream are dissatisfied with the brand.
Very Dissatisfied
Dissatisfied
Neutral
Satisfied
Very Satisfied
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level ofsatisfaction
VerySatisfied
Satisfied Neutral Dissatisfied VeryDissatisfied
Total
frequency 114 161 43 7 0 325
Interpretation:
From the above chart we have analyzed that 85% consumers are satisfied
with their Brand.
Series1, Very
Satisfied, 114,
35%
Series1,
Satisfied, 161,
50%
Series1,
Neutral, 43,
13%
Series1,
Dissatisfied, 7,
2%
Series1, Very
Dissatisfied, 0,
0%
level of satisfaction
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7) Would you like to change the brand in future?
Total
Yes 30
No 295
Total 325
Interpretation:
From the above chart we can conclude that 90% consumers are the Hard
core loyal.
Series1, Yes ,
30, 9%
Series1, No,
295, 91%
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1) Why are you not using branded mattresses?
factor frequency
Price 69
Not Aware 27
Not Available 14
Not interested 58
Any Other 7
Interpretation:
From the above chart we have analyzed that, most of the user of Non
Branded Mattresses do not want to prefer Branded Mattresses because of
high price and less interest in it.
Series1, Price,
69, 40%
Series1, Not
Aware, 27,
Series1, Not
Available, 14,
8%
Series1, Not
intrested, 58,
33%
Series1, Any
Other, 7, 4%
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2) Do you want to shift to branded mattresses in future?
Yes 65No 110
Interpretation:
From the above chart we have analyzed that, 37 % consumers of NonBranded Mattresses want to shift to Branded Mattresses in the future.
65
110
Yes
No
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Question: 1 since how many years are you in this business?
year frequency
Below 5 Years 6
5 to 10 Years 4
10 to 15 Years 4
More than 15 1
Total 15
Interpretation:
From the above chart we have observed that from 5 to 10 years
most of the dealers are in the business of mattresses.
Series1,
Below 5
Years, 6,
40%
Series1, 5 to 10
Years, 4, 27%
Series1, 10 to
15 Years, 4,
27%
Series1, More
than 15, 1, 6%
Year spent in the business
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Question: 2 Which brand of mattress do you like to sell more?
brands frequency
Sleep Well 7
Spring Wel 1
Kurl-on 3
Sweet Dream 1
Godrej 1
Easy Sleep 0
Any Other 2
Total 15
Interpretation:
From the above chart we have analyzed that sleepwell has monopoly
power in some extent while there is tough competition among springwel,
easy sleep and kurl-on.
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Question: 3 Why do you prefer the above mentioned brand of mattresses?
reason frequency
Price 4
Design 0
Quality 5
Durability 3
Popularity 3
Any Other 0
Total 15
Interpretation:
From the above chart we can analyze that from the dealers poin of view
quality is the most important aspect while remaining aspects are equallyimportant for decision making.
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Question: 4 Which factors do the consumers prefer while purchasing
mattress?
factor frequency
Price 3
Design 1
Quality 9
Availibity 0
Any Other 2
Total 15
Interpretation:
From the above chart we can conclude that according to the dealer design
of the mattresses does not affect the decision while purchasing.
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Question: 5 How does the company advertise the brand?
Interpretation:
From the above chart we can conclude that according to the dealercompany promote their product by using television and print media.
Advertisement
Television Newspaper Hoarding Radio Exhibition
medium frequency
Television 8
Newspaper 5
Hoarding 1
Radio 0
Exhibition 1
Total 15
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Question: 6 what promotional support the company gives for increasing
the sales of mattresses?
promotion frequency
Discount 3
Advertisement 1
Schemes 10
Gifts 1
Any Other 0
Total 15
Interpretation:
From the above chart we can say that according to the dealer company
promote their product by giving different schemes like buy 1 get 1 freeoccasionally.
promotional activities
Discount
Advertisement
Schemes
Gifts
Any Other
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Question: 7 How frequently you place the order?
order time Frequency
Within 15 Days 4
Quarterly 5
Monthly 6
6 months 0
Total 15
Interpretation:
From the above chart we can conclude that dealer place an order on themonthly basis
Series1,
Within 15
Days, 4, 27%
Series1,
Quarterly, 5,
33%
Series1,
Monthly, 6,40%
Series1, 6
months, 0, 0%frequency of order
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Question: 8 Have you ever received any complaint from customers in the
past?
complaint frequency
Yes 2
No 13
Total 15
Interpretation:
From the above chart we can conclude that according to the dealer most
of consumers are satisfied with their brand.
Series1, Yes, 2,
13%
Series1
, No,
13,
87%
Yes
No
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Question: 9 Reason Of complaint.
matter frequency
Quality 1
Late Delivery 0
Durability 1
Any Other 0
Total 2
Interpretation:
From the above chart we can observed that sometime dealers get a
complaint about durability and quality from the consumers.
Complaint
Quality
Late Delivery
DurabilityAny Other
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Findings
We have surveyed total 500 consumers out of which 325(65% ) consumers are using branded mattresses and 165 ( 35%
) consumers are using non-branded mattresses.
Among various brands of Mattresses, Sleep well is morepreferred than other brands like Kurl on, Sweet dream,
Godrej, Easy sleep etc.
Most of the consumers come to know about particular brandof mattresses from TV-advertisement. And few consumers come
to know about Branded Mattresses through dealers and newspaper-
advertisements
We have found that consumers give more importance to quality ofmattresses other than brand name, price etc.
( this is according to section B)Our survey reveals that people donot prefer branded mattresses due to high price.
(last)( this is according to dealer s survey)Dealers opinion is that
consumers are more satisfied with sleep well brand because itprovides best quality.
Our survey reveals that people do not prefer branded mattressesdue to high price.
(It has been moved to upward)
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Limitations:
Research is carried out by human beings. So there is some
human limitation(s) which reflected in this research. Despite the vigorous
analysis the following are limitation of study.
The sample size of 500 consumers might not represent the behaviorof whole population as the sample size is too small.
There is a limitation of geographical reach. In this report all thearea(s) of Ahmedabad/Gujarat are not covered, only a few areas
are taken and considered.
Most of the results/The results have been carried out inAhmedabad city, so the results obtained may not be true for other
cities or districts.
Some respondents refused to fill up the questionnaires and did notco-operate while some gave dishonest answers. Thus getting the
right respondents is critical task.
In spite of these limitations, we worked with enthusiasm andwith co-operation of each other. We tried to give the best result to
the reader of this report.
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SUGGESTIONS:
Now a days more people are preferring Branded Mattresses.It suggest that this market has many opportunities for new comers.
More people want to use sleep well brand of mattresses but due toprice constraints, they can not afford it. So, sleep-well shouldreduce its price without affecting its quality.
The kurl-on and spring wel brands should more concentrate on
advertising and promotional schemes and should open moreoutlets.
Though people are using local brand i.e. other brand; they expecthigh quality level so as to attain maximum satisfaction.
Sweet dream and Easy sleep company should enter into the marketof high range mattresses .
According to dealer, Brands have to emphasis on two things
o 1 Best quality of Mattresseso 2 Reasonable price.
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CONCLUSION:
Consumer is considered to be the king of the market. The role of kingdomsays that if the consumer is fully satisfied and if they have the faith in the
product of the company, then the company can get place on the peak of
the market. This is the principle, which is very well taken care of by
dealers/Producers and Marketers of Branded mattresses.
We learnt how to deal with the people in all circumstances and how to
maintain relation. The important part is extracting information which
helped us to improve our potential.
In the meanwhile, we faced some problem but at last we were able to
complete the project successfully by getting information as we needed.
Finally we would like to conclude our project with high feeling of having
gained massive knowledge about branded mattresses and its market
research.
This task has provided us the muchneeded breath from the widelyactivity that one has undergo.
We have tried to find all essential information so that we can
deliver the true picture of Market of Branded Mattresses. But, as
human being unknowing, if we have made any mistake, we request
you to apologize us.
Overall it was great experience and we obtained a substantial amount of
knowledge from it. We also enjoy this task as a part of our education.
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Questionnaire for consumer surveyON BRANDED MATTRESSES
(Note: - Information given by you will be kept confidential and will be
used for market research purpose only.)
1) Name : ____________________________________________
2) Area : ____________________________________________
3) Gender : Male Female
4) Age : Below 25 years 25-35 years
35-45 years Above 45 years
5) Monthly income of your family :
Below 10,000 10,000 - 30,000
30,000-50,000 Above 50,000
6) How would you best describe your occupation?
Salaried employee (Service) Business
Self employed Housewife
Any other, specify ____________________________________
(If you are using at least one branded mattresses then follow
SECTION A, for non-branded mattresses follow SECTION B)
1) Which brand of mattress do you use?
Sleep well Spring wel
Kurl-on Godrej Easy sleep sweet dream
Any other, specify ___________________________________
2) Why do you choose this brand?
Price Quality
Brand name Attractive design
Durability Comfortable
Any other, specify _____________________
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3) Since when you are using this brand?
(From the above mentioned)
______________________________________________________
4) How you come to know regarding this brand? TV Advertising Friends/Relatives
Newspaper Advertising Dealer
Any other, specify_____________
5) Who initiated the process of buying new mattress?
Myself My husband / Wife
Parents Children
Relatives / Guest Any other, specify ___________
6) Express your satisfaction regarding the brands which you are using
currently?
Very Satisfied Satisfied
Neutral Dissatisfied
Very Dissatisfied
7) Would you like to change the brand in future?
Yes
NoIf yes then give reason
______________________________________________________
______________________________________________________
8) Give your opinion to make this mattress a better mattress.
______________________________________________________
______________________________________________________
1) Why are you not using branded mattresses?
Price Not aware
Not available Not interested
Any other, specify ___________________
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2) Do you want to shift to branded mattresses in future?
Yes No
Give Reason
______________________________________________________
______________________________________________________
3) Any suggestions:
______________________________________________________
______________________________________________________
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1) Name of shop :____________________________
2) Name of shopkeeper : ____________________________
3) Area : ____________________________
4) Since how many years are you in this business?
Below 5 years 5 to 10 years
10 to 15 years More than 15 years
5) Which brand of mattress do you like to sell more?
Sleep well Spring welKurl-on Sweet dreams
Godrej Easy sleep
Any other, specify : ___________________________
6) Why do you prefer the above mentioned brand of mattresses?
Price Attractive design
Quality Durability
Popular Any other, specify: ___________
7) Which factors do the consumers prefer while purchasing
mattress?
Quality Price
Design colour Availability
Any other, specify: ______________
8) What is the approximate average monthly sale?
Ans.__________________________
9) How does the company advertise the brand?Television advertise Newspaper
Hoarding Radio
Exhibition Any other, specify:_________
10) What promotional support the company gives for increasing the
sales of mattresses?
Discount Advertisement
Scheme GiftsAny other, specify: ____________
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11) How frequently you place the order?
Within 15 days quarterly
Monthly 6 Months
12) Do you/company introduce any scheme and offer during the
festival for the consumer?
If yes than, specify:
___________________________________________________
Name of the brand: _________________
13) Have you ever received any complaint from customers in the
Past?
Yes No
If yes then please mention:Quality Late delivery
Durability Any other, specify ___________