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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
http://en.wikipedia.org/wiki/File:Bonnel-spring.jpg


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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
http://www.buzzle.com/articles/memory-foam-mattresses/http://www.buzzle.com/articles/memory-foam-mattresses/


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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.
http://www.buzzle.com/articles/air-mattresses/http://www.buzzle.com/articles/air-mattresses/http://www.buzzle.com/articles/air-mattresses/


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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 ___________

techs hirst i

Documents