SONU THOMAS Project CONTENTS

BRAND PRESENCE AND GOODWILL OF DUROFLEX MATTRESSES, ALAPPUZHA
1.1 INDUSTRY PROFILE
Mattress is defined as "products providing a surface to sleep or rest upon that are fit
for use by human beings for a long period of time, consisting of a strong cloth cover
filled with materials and that can be placed on an existing support bed structure”. A
mattress is a manufactured product or improvised arrangement to sleep or lie on,
consisting of resilient materials and sometimes covered with an outer fabric or
ticking. It may consist of a quilted or similarly fastened case, usually of heavy cloth,
that contains hair, straw, cotton, foam rubber, or a framework of metal springs. The
word mattress is derived from Arabic words meaning “to throw” and “place where
something is thrown" or "mat, cushion". Historically, mattresses have been filled with
variety of natural materials, including straw and feathers. Modern mattresses usually
contain either an inner spring core or materials such as latex, visco-elastic or other
polyurethane. Mattress may also be filled with air or water or variety of natural fibers,
such as in futons. Most mattresses have thickness from six to eighteen inches
HISTORY OF THE MATTRESS INDUSTRY
In the beginning man slept on the cold hard ground. But it did not take long until he
fashioned a mound of leaves, straw, and twigs to create a more comfortable sleeping
surface. He soon placed an animal skin over the mound as a sheet and another as a
cover. Later he formed mattresses by sewing skins or fabrics together and filling it
with cushioning materials. To raise the mattress off the floor crude wooden frames
were built, some cross-strung with rope to support the mattresses. This rope would
eventually sag and need to be tightened. This is where the expression “sleep tight"
came from. This basic bed was called the pallet, and little changed for thousands and
thousands of years.
In more advanced cultures such as the Egyptians, Greeks, and Romans ornate beds
were used by the upper classes but the basic mattress was still filled with organic
materials such as straw, animal hair, cotton, or feathers. From early civilizations
through the Middle Ages ornate beds were a symbol of wealth and power. But the
basic mattresses were still not very good.
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With the industrial revolution came the steel coil spring. It was first patented for use
in a chair seat in 1857. Heinrich Westphal was credited with inventing the innerspring
mattress in 1871. It would be more than 60 years before innerspring mattresses gained
a measure of popularity. Innerspring mattresses and box springs were sold throughout
this period and had their ups and downs in sales.
During this time manufactured mattresses were filled with cotton, hair, or feathers.
Variations of cotton were the best sellers. Raw cotton was filled into a sewn mattress
ticking and beaten out with a stick to make it flat. The ticking was then closed and
hand or machine tufted to help hold its shape. Foundations were usually open coil box
springs but sometimes flat metal springs.
In the early 1900’s the bedding industry got together and fought for sanitary bedding
laws and eventually got them. It was not uncommon to have vermin-infested
mattresses, even new off the production lines. Organic mattresses filing of the time
were subject to all sorts of attack by bugs bacteria and mildew.
By 1927 bedding shipments had reached a new record $100 million. Box springs with
ticking covers were still new selling at about one to every 15 mattresses. By 1929
bedding shipments topped $129 million. Business was great, but you know what
happened in 1929. In 1935 sales hit bottom at $49.7 million. Bedding is sensitive to
economic changes. People can easily delay replacing their bedding a few more years.
Even today, on average, people only replace their bedding every 12.5 years.
Cotton mattresses were popular even in the 1950’s and 1960’s. Cotton would mildew
easily in hot humid climates before the advent or air conditioning. Cotton mattresses
differentiate themselves in price points by using combinations of raw cotton and
cotton felt. Cotton felt is cotton that is run through the garnet machine which combs
the cotton into a fine and fully layer. Medium price mattresses had a layer of cotton
felt on the outside portions with raw cotton stuffed in the center. Higher priced
mattresses were all cotton felt. Cotton mattresses tended to compact and become
harder with age, and innerspring mattresses tend to become softer with age.
Innerspring mattresses started gaining some market share in the late 1920’s but it took
until after World War II for them to really start catching on. In the late 1940’s and
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through the 1950’s there was a rash of patents issued on different innerspring mattress
designs.
In the 1950’s marked the rapid development of licensee groups like Sealy, Simmons,
Spring Air, King Coil and Restonic. King and Queen super-size bedding made its first
serious impact on the market. In an effort to sell higher priced bedding manufacturers
promoted more and heavier steel coils as firmer is better, The "firm is best" concept
caught on and is still largely accepted today.
Foam was a byproduct of the wars. Latex came first, the result of desperate need for a
rubber substitute. After the war, tire companies looked for new markets for their new
synthetic, and the bedding industry became an important customer, Polyurethane
foam became a challenger to Latex, in the mid 1950’s. Latex foam was much more
expensive than innerspring. Polyurethane was less expensive than latex, but a good
quality foam was still more expensive than innersprings. Cheap foam was used much
more in mattresses than quality foam and foam mattresses eventually got a bad rap. It
was also difficult to achieve product differentiation with just a foam core mattresses, a
salesperson had a lot more to talk about with an innerspring design. With
manufacturers preoccupation with firmer is better, even the foam mattresses were too
hard and offered little difference in feel from an innerspring design. For all of these
reasons foam has never gained a large market share.
In the late 1950’s and early 1960’s quilted ticking became popular. Instead of simple
flat surfaces of striped ticking, mattress covers are now multi-needle quilted in
fashion ticking colors and designs. Today, this style dominates the market. The major
bedding brands sell strictly on people’s emotion. They make the beds pretty and
people think that if it is a major brand it must be good. In reality it is very old
technology and much better alternatives exist.
Innerspring mattresses are really not complicated. The coil count is the number that fit
in a double or full size mattress. The most popular today 252 coils and 312 coils, there
are other counts including the 368 and upwards. Then you have different gauges of
steel used in the coils: 13.5ga, 13ga, 12.5ga and 12ga. So of course the heavier gages
and greater number of coils make the mattress firmer. There are 3 basic types of
spring units that really are not so different from each other, the Bonnell unit has a coil
with circular shape on each end of the coil, the offset coil simply has two flat spots
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bent on each outside ring of the coil, and the continuous coil unit is simply formed
from a continuous piece of wire. The last type is the pocketed coil, this is a straight
rather than a double cone coil, and the coil is sewn into a little bag or pocket of fabric
before being arranged inside the mattress. Foundations are not much different except
that they are usually single cone coils with a lower coil count of 40 to 80 and formed
of heavier gage wire, and stapled lo a wooden base. Padding of some form is put over
the coils. An insulator pad is put directly on top of the coils to keep the springs from
pushing through the padding material. The insulator is usually a needle punched pad
from reprocessed rags and is from 1/8” to 1/4” thick. Then a padding material is
applied over the insulator before the ticking cover is put on. In the old days, cotton,
hair, and other organic materials were all that were available. Today polyurethane
foam is wildly as the main padding as well as cotton. Bedding manufacturers vary
their product designs by choosing different combinations of padding materials as well
as different spring configuration.
The bedding business has not changed much since they were invented 125 years ago.
Consumer attitudes and preferences are very slow to change when it comes to a
product as basic as bedding.
The history of the mattress industry timeline:
BC 8000
Man’s first mattresses
BC 3600
Ancient Persian mattresses
BC 200
Ancient Rome has a new take on the mattress
AD 1400
Renaissance mattresses
AD 1800
Mattress starting point
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AD 1880
Box springs invented
AD 1929
Latex mattress created
AD 1930
The rise of innerspring
AD 1940
Airbeds are introduced
AD 1958
King and Queen arrive
AD 1960
Waterbeds are introduced
AD 1966
NASA invents memory foam
AD 1991
First memory foam mattress
AD 2000
No-flip mattress
AD 2013
Mattress industry merges
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TYPES OF MATTRESS
Innerspring
Innerspring mattresses have not changed much since they were invented 125 years
ago. They are all simply steel springs with pad. Even since the early 1900’s we had a
cotton pad or mattress over a coil spring unit. Today we have cotton or foam pads
over both sides of the innerspring unit and covered with a pretty ticking. Today's
foundations are little different from the original open coils except they now have an
insulator pad, usually a layer of cotton padding, and a pretty ticking cover A common
innerspring mattress consists of three components: the spring core, the foundation,
and the upholstery layers.
Core
The core of the mattress supports the sleeper's body. Modern spring mattress cores,
often called “innersprings" are made up of steel coil springs, or “coils." The gauge of
the coils is another factor which determines firmness and support. Coils are measured
in quarter increments. In general, higher-quality mattress coils have a 14-gauge (1.63
mm) diameter. Coils of 14 to 15.5-gauge (1.63 to 1.37mm) give more easily under
pressure, while a 12.5-gauge (1.94 mm) coil, the thickest typically available, feels
quite firm.
Connections between the coils help the mattress retain its shape. Most coils are
connected by interconnecting wires, encased coils are not connected, but the fabric
encasement helps preserve the mattress shape.
There are four types of mattress coils:
 Bonnell Coils are the oldest and most common. First adapted from buggy seat
springs of the 19th century, they are still prevalent in mid-priced mattresses.
Bonnell springs are a knotted, round-top, hourglass-shaped steel wire coil.
When laced together with cross wire helical, these coils form the simplest
innerspring unit, also referred to as a Bonnell unit.
 Offset Coils are an hourglass type coil on which portions of the top and
bottom convolutions have been flattened. In assembling the innerspring unit,
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these flat segments of wire are hinged together with helical wires. The hinging
effect of the unit is designed to conform to body shape. LFK coils are an
unknotted offset coil with a cylindrical or columnar shape.
 Continuous Coils (the Leggett & Platt brand name is "Mira-coil”) is an
innerspring configuration in which the rows of coils are formed from a single
piece of wire. They work in a hinging effect similar to that of offset coils.
 Marshall Coils, also known as wrapped or encased coils or pocket springs,
arc thin-gauge barrel-shaped, knotless coils individually encased in fabric
pockets- normally a fabric from man-made, nonwoven fiber. Some
manufacturers recompress these coils, which makes the mattress firmer and
allows for motion separation between the sides of the bed. As the springs are
not wired together, they work more or less independently: the weight on one
spring does not affect its neighbors. More than half the consumers who
participated in a survey had chosen to buy pocket spring mattresses
FOUNDATION
There are three main types of foundation.
 A traditional box spring consists or rigid frame containing extra heavy duty
springs. This foundation is often paired with an innerspring mattress, as it
extends the life of the spring unit at the mattress’s core. All-foam mattresses
are often paired with platform-style bases.
 An all-wood foundation usually has seven or eight support slats disposed
below paperboard or beaverboard. This foundation, variously called a "no-
flex”, “low-flex” or “zero-deflection unit, as well as an “ortho box”, provides
support similar to a platform foundation. All-wood foundations have become
increasingly prevalent as US mattress makers shifted to super-thick, one-sided
mattresses.
 A grid-top foundation is a combination of steel and wood.
 Typically the measurements of a foundation will be about 1-2"shorter than the
measurement of a mattress.
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Upholstery layers
Upholstery layers cover the mattress and provide cushioning and comfort. Some
manufacturers call the mattress core the “support layer” and the upholstery layer the
"comfort layer". The upholstery layer consists of three parts: the insulator, the middle
upholstery, and the quilt.
The insulator separates the mattress core from the middle upholstery. It is usually
made of fiber or mesh and is intended to keep the middle upholstery in place.
The middle upholstery comprises all the material between the insulator and the quilt.
It is usually made from materials which are intended to be coevolved to provide
comfort to the sleeper, including flexible polyurethane foam (which includes
convoluted “egg-crate” foam), visco-elastic foam, latex foam, felt, polyester fiber,
cotton fiber, wool fiber and nonwoven fiber pads. In Europe and North America,
mattress makers have begun incorporating gel-infused foams; soft solid gels layered
over foam, and pouring gels in the top comfort layer of the bed.
The quilt is the top layer of the mattress. Made of light foam or fibers stitched to the
underside of the ticking, it provides a soft surface to the mattress and can be found in
varying degrees of firmness.
Fabric cover
The protective fabric cover which encases the mattress and foundation is called
ticking. It is usually designed to coordinate with the foundation border fabric and
comes in a wide variety of colors and styles. Mattress fabrics can be knits, damask or
printed woven, or inexpensive nonwovens. During the past decade, along with the rise
in popularity of all-foam beds, stretchy knit ticking on the bed’s top panel has become
a standard look on both innerspring and foam beds. Most ticking is made with
polyester yarns. More expensive mattress fabrics may contain a combination of
polyester with rayon, cotton, silk, or other natural yarns.
Until the early 2000, beds were normally upholstered with a single fabric. This was
usually a damask ticking or for inexpensive bed sets, a nonwoven fabric covering all
surfaces of the mattress and foundation. Today’s bed sets are covered with up to six
different fabrics: A better quality circular knit or woven damask on the top panel-the
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bed’s sleeping surface; a matching or contrasting (usually woven fabric on the border
of mattress; a matching or contrasting (usually woven) fabric on the foundation side
panels; a ‘non-skid’ woven or nonwoven fabric on the surface of the foundation and
reverse side of the mattress; and a nonwoven dust cover on the underside of the
foundation. Some North American mattress producers are beginning to use furniture
upholstery fabrics on the bed’s borders giving beds a more European, home
furnishing look.
Foam mattress
All-foam mattresses use different weight and densities of Petrochemical-based

flexible polyurethane foams when creating the mattress. A number of mattress
manufacturers have incorporated polyurethane and visco-elastic foams with a portion
of plant-based content.
Latex foam in mattresses is generally a blend of the latex of the Hevea brasiliensis
tree and synthetic latex which is derived from petrochemicals and other substances
and fillers. Latex foam is produced using either the Talalay or the Dunlop process.
Dunlop is generally a firmer foam, Talalay is softer. While the Dunlop process
produces denser foam, the Talalay process produces a lighter one that has more air in
it. If you were to weigh each as latex cores, the Dunlop foam would be heavier
because it has more latex in it. Talalay is more expensive as its production is more
resource intensive. One hundred percent natural latex foam mattresses are also
available from niche mattress makers.
Memory foam is affected by temperature. In a cool bedroom, a memory foam

mattress will feel firmer than it does in a warm bedroom. Memory softens and
conforms to the sleeper in response to body temperature and body weight. Traditional
memory foam molds to the body creating a depression the sleeper must roll out of
when changing sleep positions. Mattress manufacturers have responded to this issue
by using “faster responses” memory foams. They spring back more quickly when the
sleeper moves. Foam mattresses are also known to generally “sleep warmer” than
innerspring mattresses. Mattress makers have addressed the issue with “open-cell”
memory foams, pinhole cored memory foam, gel-infused memory foams, channel-cut
foam cores, reticulated foam support layers and other technologies to improve air
circulation through all-foam beds.
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Bladder mattresses
Mattresses can also be made from bladders of some fluid, notably water or air. These
date to antiquity--goatskin bladders filled with water were used in Persia at least as
early as 3600 BCE-- and gained increased popularity in the 20th century with
improved manufacturing.
Air mattress
Air mattresses use one or more air chambers instead of springs provide support.
Quality and price can range from inexpensive ones used occasionally for camping, all
the way up to high-end luxury beds. Air mattresses designed for typical bedroom use
cost about the same as inner-spring mattresses with comparable features.
Air bladder construction varies from a simple polyethylene bag lo internally baffled,
multiple chambers of latex (vulcanized rubber) or vinyl with bonded cotton exteriors.
Mattresses may have a layer of foam above the air chambers for added cushioning,
and may be enclosed in a cover. Some such beds are termed soft-sided air beds.
Adjustable-firmness air mattresses are available. Some allow independent adjustment

of each side of the bed. They are made in a variety of models from basic, no-frills
ones that measure about 7” in height, to high-profile, 15” tall hybrids that contain
several types of foam, pillow tops, and digital pumps with memory for individual
pressure settings. In the 1990s self-adjusting air beds that automatically change their
pressure periodically, or inflate and deflate several air champers alternately, were
introduced.
Self-inflating air mattresses
Air mattresses for camping are available which are filled with foam which itself
provides little support, but expands when the air valve is opened allowing air to enter,
so the mattress inflates by itself. This is especially useful for campers who carry their
equipment as, unlike with normal air mattresses, no pump is needed for inflating.
Available brands include Aerobed, Coleman and others.
Spring beds
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Spring beds were an improvement over the basic bed that had been used for thousands
of years before. They had more softness and conformity. But coil springs still have a
basic problem; they can only cushion a downward force. They cannot push up. They
cannot conform to and properly support your body.
Waterbeds
A waterbed is a mattress with water in its interior instead of metal coils or air.
Waterbeds can be lined with different layers of fiber to achieve the level of firmness
the user desires. In the early 1970’s waterbeds made their debut into the market.
Waterbeds are well known for providing support to the spine and other body parts,
similar to the other mattress types. There are several options of support which range
up to 100% wave less, where the user does not notice he/she is laying upon a
waterbed. Unlike spring beds water displaces to conform to the exact shape of your
body and actually pushes up to support recessed areas of your body such as the small
of your back. The result is even all over support, an even distribution of pressure,
much greater comfort, less backaches, a better night’s sleep, and feeling better the
next day. Waterbeds were the only real innovation in bedding in over 100 years.
Supple-Pedic
Supple-Pedic does what a bed is supposed to do. It provides clinically proven better
sleep, proven best back support, lowest pressure points for greatest comfort, 90% less
tossing and turning, and doctors rave about the bed and prescribe it for patients.
Supple-Pedic is simply the best mattress on the market today
MATTRESS MARKETS
According to CSIL estimates, world mattresses consumption has grown from USD
12.6 billion in 2004 to USD 22.3 billion in 2013. The US remains by far the leading
country in terms of demand of mattresses, accounting for over 1/4 of total
consumption. At second position China, which showed the most impressive increase.
USA and China are followed by Brazil, Germany, Canada and France. These top 6
mattress consuming countries account for approximately 70% of global mattresses
consumption.
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In the last decade, significant growth rates in mattress demand have been registered
even by some Central and Eastern European countries (including Russia. Poland and
Romania), still small mattress consuming markets, but increasing in consumption
capabilities and demand determinants.
International trade of mattresses continued to increase in 2013: general opening of the

market, internalization, role of the emerging countries and progress in packaging and
logistics are supporting imports value worldwide. In terms of mattress production,
China keep on leading, followed by the US and by other leading manufacturing
countries including Brazil, Canada, India and Germany. Mattress production in North
America, the UK and Ireland traditionally is mainly concentrated on innerspring
mattresses while, in Europe, production is more concentrated in non-innerspring. In
large areas of Asia, a part of beds used are still of traditional style.
Mattress industry is also gaining importance in contract market: projects for hotels,
hospitals and military institutions are increasing, even for the opportunity for
manufacturers to test new products in these fields.
Generally, mattress industry is a dynamic sector, facing innovations, research and

development of materials, growing slowly but regularly in these last 10 years, recently
marked out by essential company merge and acquisitions that drown interesting
performances for players involved.
INDIAN MATTRESSES INDUSTRY
The Indian mattress industry is nearly 50 years old. The mattress industry in the
country is Rs.5000 crore industry of which only Rs.1500 crore worth mattresses are
from the organized sector. The rest of the business volume is coming from
unorganized sector. Kerala, the land of coir and latex having majority of players in the
industry. The year 1990’s also saw a change in the socio economic scene in the
country. Rapid economic growth, increase in number of working women, changing
lifestyle helped the mattress industry to develop. Demand elasticity and price
sensitivity are the prominent characteristics of mattress industry in India. Nothing that
people spend one-third of their lives in bed, Mattress Company are using research on
sleep, sleep deprivation, and consumer attitudes to incorporate mattress in to the
refuge and sanctuary that consumer’s bedrooms have become. Now the latest
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technology to manufacture quality mattresses that combine coir for body support and
foam for maximum comfort are used.
After the independence of India there was a boom in the mattresses industry. From
1950's onwards, in order to the uplifting the small scale industries, government has
provided subsides and grants for the different units. Among which coir industry was
one of among them. From 1960’s onwards many mattress manufacturing facilities
have originated in the Indian Industry, Many firms have changed or registered into
companies according to the Company's Act 1956. With the effect of mattresses
industry, small scale industry like coir, strings, cloths, manufacturing industry has
also become very active. Now India has many local players who are manufacturing
mattresses. Among which
 Duroflex
 Sunidra
 Sleep Well
 Century Mattress
 Kurlon
are the leading companies in the Indian market.
India has attained a global achievement in the mattresses industry. Because of

globalization, Indian mattresses industry has extended. And large quality of products
is exporting on worldwide Indian coir mattresses have a high demand in the global
industry. The main exporting factors are coir, rubber and latex. Mattresses industry is
now growing very fast, with the modern and technological advancement, coir and
mattresses industry occupies a major position in the world market.
The mattress market of India is dominated by small and unorganized players. These
players specialize in coir, cotton and foam mattresses, which cater to almost 90% of
the country's requirement for mattresses. The spring mattress area is still in its nascent
stages in the country and is evolving. A major growth driver for the mattress market
in India is the growing urban population who is ready to spend considerable amounts
for their luxury and comfort. This trend is attracting major global players to invest in
mattress industry of India. The major players such as Tempur, Snoozer, and King Koil
have now set up manufacturing facilities in India. India accounted for over 18% share
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in Asia, in 2008. Coir mattresses are considered as environmentally friendly, durable,

supportive and good for health. These mattresses hold a majority share in the sales of
mattresses in India. The unorganized market includes the local Indian brands and
small manufactures, which constitutes a majority share in the Indian mattress market.
The Indian mattresses market is domestically dominated by players such as Kurlon.
Duroflex, Sleepwell, Springfit, Springwel and others.
The mattress market is led by the street-side shop and the local ginner. Coarse cotton,
the filler for these mattresses, is the cheapest of the many options that are now
available and thus, the choice of the masses. No estimate is available for the turnover
in this market but it’s safe to assume that they could run into several hundreds of
crore. The organized segment, on the other hand, is beginning to develop it. As in
several other segments in India, the pecking order is determined by costs. Coir is the
overwhelming leader with a value share of Rs.876 crore (US$ 175.20 million) and a
volume share that could exceed 98%. The balance is divided unequally between
spring and foam fillers. The former controls Rs.70 crore (US$ 14 million) while foam
makes up the balance Rs.34 crore (US$ 6.80 million). There are few national players,
but for a market this small competition is surprisingly intense. It is estimated that over
150 regional brands and several scores of clones operate here, offering rock bottom
prices compensated by modest quality.
The mattress industry in India is dominated by the small scale and unorganized
sectors which specialize in coir, cotton or cheap foam mattresses which cater to more
than 90 percent of the mattress requirement in India. Currently there are no quality
manufacturers in the spring mattress category due to which the growth in this segment
is very slow. Globally the mattress industry has advanced and there are many
multinational brands and technologically superior products available in the market.
But, the mattress industry in India is far behind. This is primarily because of the
importance of the mattress is unknown to Indian consumers or they are ignorant about
the fact that an investment in the mattress is an investment for one's health. The
customers need to be educated on the importance of how a good mattress can enhance
healthy sleep by maintaining spinal alignment; reducing surface pressure, regulating
the body temperature and resisting allergens.
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Studies show that awareness among Indian consumers about the link between good
sleep and good mattresses is gradually evolving, especially among the younger
generation. However, changes in actual consumer behavior are slow to catch up.
Globally, people are more aware of the importance of good sleep than ever before,
and also of the link between good mattresses, good sleep and better overall health.
However, people's expectations of how long a mattress should last remain virtually
unchanged. Consumers are well aware of mattress prices increasing in recent years,
and many see them as an 'expensive' household item.
1.2 THEORETICAL BACKGROUND OF THE STUDY
Marketing deals with identifying and meeting human and social needs. It is a societal
process by which individuals and groups obtain what they need and want through
creating, offering and freely exchanging products and services of values with others.
Modern market provides many opportunities for potential customer to choose among
commodities offered to him. It is a buyer’s market and he enjoys the pleasure of
deciding the various alternatives. The essence of marketing is the realization that
customers use a product or service because they have a need, or because of perceived
value, not because they want to spend their hard-earned money.
The concept of brand is not simply a name, term, sign, symbol, or any combination of
these. It is an assurance or guarantee that the product will perform as the customer
thinks it should, which means that the brand has already shaped the expectations of
the customer about it. So, a brand can be defined as “an identifiable entity that makes
specific promises of value.”
BRAND PRESENCE
Brand Presence is the extent to which a brand is recognized by potential customers

and is correctly associated with a particular product. Presence of a brand name among
target customers is the first step in the equity-building process. Presence essentially
means that customers know about the existence of the brand, and can recall what
category the brand is in. Brand presence consist of both brand recognition, which is
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the ability of consumers to confirm that they have previously been exposed to the
brand, and brand recall, which reflects the ability of consumers to name the brand
when given the product category, category need, or some other similar cue. The
lowest level of presence is when the customer has to be reminded about the existence
of the brand name, and that it is a part of the category. Thereafter are the stages of
aided recall, i.e., upon the mention of the category, the customer can recognize the
company’s brand from among a list of brands. Then is the stage of unaided recall,
wherein a customer mentions the company’s brand among a list of brands in the
category. The highest level of presence is when the first brand the customer can recall
upon the mention of the product category is the company’s brand. This is called top-
of-mind recall. Brand presence is an essential part of brand development which helps
the brand to stand out from the others in this monopolistically competitive market.
GOODWILL
Goodwill is an intangible asset that arises as a result of the acquisition of one

company by another for a premium value. The value of a company’s brand name,
solid customer base, good customer relations, good employee relations and
any patents or proprietary technology represent goodwill. Goodwill is considered an
intangible asset because it is not a physical asset like buildings or equipment. The
goodwill account can be found in the assets portion of a company's balance sheet.
Goodwill is difficult to price, but it does make a company more valuable. For
example, a company like Coca-Cola (who has been around for decades, makes a
wildly popular product based on a secret formula and is generally positively perceived
by the public), would have a lot of goodwill. A competitor (a small, regional soda
company that has only been in business for five years, has a small customer base,
specializes in unusual soda flavors and recently faced a scandal over a contaminated
batch of soda), would have far less goodwill, or even negative goodwill.
1.3 IMPORTANCE OF THE TOPIC
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Brand presence is an important way of promoting commodity-related products. This is

because for these products, there are very few factors that differentiate one product
from its competitors. Therefore, the product that maintains the highest brand presence
and goodwill compared to its competitors will usually get the most sales.
The likelihood that customers recognize the existence and availability of company’s
product or service creating brand presence is one of the key steps in promoting a
product. Brand presence is the primary goal of advertising in the early months or
years of a product’s introduction.
Brand presence is the first critical condition for achieving brand success. In the
absence of awareness the brand runs the risk of not getting an opportunity to take part
in the consumer decision process.
The proportion of target customers that recall a brand. Realization by a customer of

the existence and availability of a particular product. Brand presence is a common
measure of marketing communications effectiveness. Unaided awareness is
spontaneous; aided or promoted awareness is when the name is recognized among
others that are listed or identified.
To some branding might not feel like tangible aspect of running a business. It cannot
be seen like a product on the shelf, or counted like a cash drawer at the end of the
night. But, braining is the reason people pay three times more for a product at one
store over another.
Brand presence studies help the boost and sales and sponsorship by illustrating the
relationship between the aggressive marketing campaigns and high brand awareness.
Using third party to collect this information adds credibility to the data.
Each brand presence study is designed with the individual client’s specific need in
mind. Whether you need to survey readers, visitors, attendees, or all three, reader can
put together a research plan that meets your objectives and helps you succeed. Our
custom research solutions are designed to meet the specialized research requirements
of every client; however, most of our customized studies include similar
consideration.
17
1.4 NEED TO STUDY THE TOPIC
This study is conducted to find the brand presence and goodwill of the product.
This study will help the company in taking decisions regarding the promotional
campaigns, advertisement, strategies and positioning strategies to build more brand
presence and goodwill among the consumers to compete with big giants in mattress
industry.
The task of this study is to deliver a central idea about the company and the offering
to the target market. The company discovers different needs and groups in the market
place and introduces the product which satisfies these needs.
This study helps to find the targets and their needs that it can satisfy in a superior way.
It is also helpful to find the position of offering, whether the target recognizes the
distinctive offering and image.
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2.1 REVIEW OF LITERATURE AND GAPS
Recently, the rise of consumer consciousness has made consumers choose to purchase
their familiar and favorable brand. Therefore, if businesses want to defeat their
competitors, they have to make consumers' love to buy their products and brands.
Macdonald and Sharp (2000) mention that even through consumers familiarize and
are willing to purchase a product, brand awareness is still an important influence
purchase decision. "When consumers want to buy a product, and a brand name can
come to their minds at once, it reflects that product has higher brand awareness"
(Dodds, Monroe & Grewal, 1991; Grewal, Monroe & Krishnan, 1998). This explains
why a product with higher brand awareness will have higher market share and better
quality evaluation. In addition, while consumers select a product, they care about
perceived quality and brand awareness.
The Brand
Today the primary capital of many businesses is their brand. For decades the value of
a company was measured in terms of its real estate, then tangible assets, plants and
equipment. However it has recently been recognized that company’s real value lies
outside business itself, in the minds of potential buyers or consumers. "A brand is
both, tangible and intangible, practical and symbolic, visible and invisible under
conditions that are economically viable for the company” (Kapferer, 1986). Brands
are built up by persistent difference over the long run. They cannot be reduced just to
a symbol on a product or a mere graphic and cosmetic exercise. A brand is the
signature on a constantly renewed, creative process which yields various products.
Products are introduced, they live and disappear, but brands endure. The consistency
of this creative action is what gives a brand its meaning, its content, and its
19
characters': creating a brand requires time and identity. The American Marketing
Association defines the term ‘Brand’ as “A name, term, symbol or design, or a
combination of them, which is intended to signify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors”. More
importantly, the brand promises relevant differentiated benefits. Everything an
organization does should be focused on enhancing delivery again its brand's promise.
The evolution of Branding
Manohar David of Philips (Director and senior Vice President, Philips India Limited,
1996) a challenge loving, risk taking Brand Manager, who retired after a 31 year
marketing career with Philips, and responsible for its brand success has to say; “In the
1970’s, products were made from the manufacturing, rather than the customer point of
view. But with the focus shifting to the consumer, marketing has assumed a much
larger role”. Significant parameters in brand building literature have experienced a
dramatic shift in the last decade. Branding and the role of brands, as traditionally
understood, have been subject to constant review and redefinition. A traditional
definition of a typical brand was: “the name, associated with one or more items in the
product line, which is used to identify the source of character of the item(s)” (Kotler,
2000). The American Marketing Association's (AMA) definition of a brand is "a
name, term, sign, symbol or design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate them from
those of competitors”. Within this view, whenever a marketer creates a new name,
logo, or symbol for a new product, he or she has created a brand (Keller, 2003). He
recognizes, however, that brands today are much more than that. According to these
definitions brands had a simple and clear function as identifiers. Before the shift in
focus towards brands and the brand building process, brands were just another step in
the whole process of marketing to sell products. For a long time, the brand has been
treated in an off-hand fashion as a part of product (Urde, 1999). Branding is a major
issue in product strategy (Kotler, 2000). As the brand was only part of the product, the
communication strategy worked towards exposing the brand and creating a brand
image. Within the traditional brandings model, the goal was to build a brand image
(Aaker and Joachimsthaler, 2000); a tactical element that drives short-term results. It
is mentioned that the brand is a sign—therefore external- whose function is to
20
disclose the hidden qualities of a product which are inaccessible to contact (Kapferer,
1997). The brand served to identify a product and to distinguish it from competition.
In the journey from product-centric brands to customer-centric brands, many

consumer companies have locked in on a transitional concept – segment-specific
brands. While brand Nike focuses on physically active consumers, brand Disney
focuses on parents with small children. This is a significant step in the right direction
and it reflects growing awareness of the power of customers. A brand differentiates a
product in several forms and it can be broadly divided into two categories- The
tangible (rational) and the intangibles (emotional and symbolic). Either way, while the
product performs its basic functions, the brand contributes to the differentiation of a
product (Keller, 2003). These dimensions "distinguish a brand from its unbranded
commodity counterpart and give it equity which is the sum total of consumers'
perceptions and feelings about the product's attributes and how they perform, about
the brand name and what it stands for, and about the company associated With the
brand”. A strong brand provides consumers multiple access points towards the brand
by attracting them through both functional and emotional attributes (Keller, 2003).
The tangible dimensions that a brand creates are product innovations, high qualities
and/or attractive prices etc. those are often observable from the product’s marketing
mix and product performance. The intangible values of a brand will include those that
cannot be quantified. These intangibles go beyond the product level to become a
synaptic process in the brain. In other words, consumers will be able to respond to this
particular brand without the presence of the product (Bedbury, 2002). More
importantly, an intimate rapport may be developed between the consumers and their
brands (Roberts, 2004; Fournier, 1998; Muniz and Schau, 2005). The attributes of a
branded product add value for consumers, the intermediaries and the manufacturers.
The most significant contribution of a strong brand to consumers would be the
reduced searching time and cost when they are confronted with a set of identical
products. It helps consumers to identify and locate a product with less information
processing and decision time because of the expected quality from accumulated brand
knowledge (Pelsmacker et al., 2004). Consumers will be able to develop associations
and assumptions through brand name, package, label etc. A strong brand also offers
high brand credibility: it becomes a signal of the product quality and performance.
This reduces the risks involved in the purchase including the functional, physical,
21
financial, social, psychological and time risks (Swait and Erdem, 2004; Keller, 2003).
Consumers do not only benefit from the functional values of a brand, they also benefit
from the emotional aspects. A strong brand mixes and blends the product performance
and imagery to create a rich, deep, and complementary set of consumer responses
towards the brand (Zamardino and Goodfellow, 2007) Hence consumers are attracted
to more dimensions of a brand and will be more likely to effectively bond with the
brand. Consumers also use the brand as a means of self-image reflection, symbolic
status and an anchor in this forever changing world. Finally, a brand smoothens
consumers' communication process to others and enriches their everyday lives (Holt,
2004; Keller 2003; Fournier, 1998).
In terms of the branding benefits to intermediaries such as retailers and wholesalers, a

strong brand with high brand recognition and brand awareness speeds up the stock
turnover rate, lowers the selling cost, and leads to higher sales. Consumers will also
be more inclined to (re)purchase in their stores and spread word of mouth to others.
These in turn facilitate the in-store activities related to the selling of the products with
the brand. On the other hand, a strong brand also implies that the manufacturer
supplying the products will be more committed to the in-store promotions (Webster,
2000). For manufacturers, a strong brand is a valuable asset to the company. A well-
recognized brand serves as a signal, and it increases the likelihood for consumers to
place the product in their consideration or choice set (Swait and Erdem, 2004).
Manufacturers will also win a reputable name through consumers’ positive attitudes
and evaluation towards the brand. As discussed previously, manufacturers with strong
brand are more committed to their retailers, and the retailers will in turn invest more
effort and resources in maintaining the relationship. Therefore, a strong brand leads to
mutual trust and commitment, and fosters the manufacturer-retailer relationship
(Morgan and Hunt, 1994). Sometimes, the manufacturers may even gain greater
bargaining power over their retailers, and are presented with more distribution
channels (Pelsmacker et al., 2004). Furthermore, a price premium can be imposed on
a strong brand because of the brand’s perceived higher quality over the competitor’s
brands (Keller, 2003). A unique product positioning can be created by a strong brand,
which may act as an entry barrier, such as the retention of intellectual property rights,
patents or trademarks etc. (Keller, 2003). This entry barrier can also be established
through consumer’s repurchase behavior, because it enhances the sales forecast
22
predictability and secures the demand (Keller, 2003). Moreover, because of these
loyal customers (i.e., implying higher customer retention rate), a company will find it
easier to extend its brand, and lower its marketing cost. Several studies have proved
that a higher customer retention rate will enhance a firm’s financial performance and
lead to a higher shareholder value (Srivastava, et al. 1998). A strong brand also affects
a firm's financial bottom line directly in case of a merger or acquisition, because
buyers are usually required to pay an extra cost over the fair value of the firm. This
results in a positive goodwill (i.e., intangible asset) which will be booked on the
balance sheets (Elliot and Elliot, 2007). Overall, a branded product adds value to all
parties associated with it. However, it does not automatically create value. Only
through adoption of an appropriate marketing strategy will the brand be successful.
The key to branding is that consumers perceive the brand differently as compared to
other bands in the same product category (Keller, 2003). This statement is supported
by Pennington and Ball, (2007), they define branding as "the process in which a
customer or customers, define, label, and seek to purchase a subset of an otherwise
undifferentiated or unbranded product”. On the surface it appears that it is up to the
consumers to determine a brand's strength, but in fact it is the branding process that
creates a unique mental map in a consumer’s mind and guides their behavior (Keller,
2003). In this context, it is vital for organization to shift the focus of the consumer
relationship from product brands towards a trusted and credible umbrella brand and
further move the implementation of tactical activities with targeted consumers or
segments, rather than at the brand level.
Brand Equity
Brand equity is a multidimensional construct, which consists of brand loyalty,

customer based brand awareness, perceived quality and brand associations. Various
researchers contended that brand associations could be recalled in a customer's mind
as emotional impressions. Brand awareness influences consumer decision making by
affecting the strength of the brand associations in their mind (Keller, 2003). It is also
pointed out that there are several dimensions or brand awareness with brand
associations (Pitta and Katsanis, 1995). Brand equity is initially built by laying a
foundation of brand awareness - eventually forming positive brand images - and is
ultimately maximized by high levels of brand loyalty, which is illustrated in the
following figure (Strategic Marketing and Research Techniques, 1992-2008).
23
BRAND
EQUITY
BRAND LOYALTY
BRAND PREFERENCE
BRAND POSITION
BRAND IMAGE
BRAND PERSONALITY
BRAND IDENTITY
BRAND ATTITUDES
BRAND FAMILIARITY
BRAND ASSOCIATION
BRAND AWARENESS / BRAND PRESENCE

Source: Strategic Marketing and Research Techniques, 1992-2008. Brand and Image Assessment
The Brand Loyalty is the result of the success of the Brand Equity which is built as
shown in the pyramid of the various variables, which makes the brand more stronger
and satisfying to be consumed more often - thus expanding its value in the longer run
through generating profits. The importance of brand equity consists of numerous
24
benefits for companies that own brands. Brand equity has positive association with
brand loyalty. More precisely, brand equity increases the probability of brand
selection, leading to customer loyalty to a specific brand (Pitta & Katsanis, 1995).
Factors that Influences Brand Equity
The following are the five major factors said by Aaker to influence the Brand Equity
as Brand Equity (like company equity) is the set of brand assets and liabilities linked
to a brand that adds or subtract from the brand value. Aaker (1991) originally outlined
five components of brand equity:
1. Name Awareness:
 Share of mind.
2. Perceived Quality:
 Seen as better / best fit for me (functionality, trust, long lasting).
3. Brand Loyalty:
 Enduring preference.
4. Positive Associations:
 Sponsorships, admired people using the product, corporate citizenship.
5. Other Assets:
 Trademarks, exclusive channels. Merchandising systems (Paul, March
2005).
Brand Presence
Aaker (1991.P. 61) defines brand or name presence as “the ability of a potential buyer
to recognize or recall that a brand is a member of certain product category”. Therefore
it is important that a link between product class and brand is implicated because the
scope of brand presence is very wide, ranging from an unsure sensation that the brand
name is recognized, to a conviction that it is the only one in the product class. Brand
presence enhances the brand equity in various ways.
One aspect of how brand awareness contributes to the value of the brand name is
through building an anchor to which other associations can be attached. In order to
communicate certain values, the brand first has to established and recognized. If not,
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it does not make sense to attach associations and feeling to the brand name if the
consumer does not even identify it (Aaker, 1991).
Another factor that influences the value of the brand is that name recognition provides
the brand with a sense of familiarity. Since human personality is constructed in a way
that it feels comfortable with familiar things, this factor can sometimes even be the
driving power when it comes to the buying decision of low involvement products
(Aaker, 1991).
Consumers can also be influenced in their purchase decision by the fact that name
presence can signify awareness, commitment and substance. Customers might relate
to brand recognition that the company has advertised extensively, that has been in the
business for a long time, that the firm is widely distributed and/or that the brand is
successful because others use it (Aaker, 1991).
Brand presence also gains importance because the first step of buying process is often
to select a group of brands that will be considered for the purchase. In order to get into
this small group of the chosen brands, it is important that the brand name be
recognized and related to its product category (Aaker, 1991).
Although presence is a key brand asset, it cannot create sales by itself, especially
when talking about new product. Yet when a brand becomes very well established
with a high level of recognition based on a lot of exposure and usage experiences, it is
interesting to watch how the recognition tends to stay high over a long period of time,
even if advertising expenditures might be dropped (Aaker, 1991).
A company can obtain brand presence through being different and memorable, by
involving slogans or jingles, through symbol exposure, publicity and event
sponsorship, and by using signals and considering brand extensions (Aaker, 1991).
The Importance of brand awareness / brand presence in brand choice:
Aaker’s (1991) study on brand awareness enlightens the theory of brand equity’s
integral part, which is brand awareness. As his studies had profoundly covered petite
aspects of this topic to clarify its purpose of being there and why it has been so
important and in fact gaining more insights by the organization which are investing a
lot in the brand share and its value which is caused from the initiation point of
26
bringing awareness to the consumers about the brands in the market until its trial,
adoption and re-purchase to the loyalty aspect which has been covered thoroughly.
Brand awareness as into further elaboration is the capacity of consumers to recognize

or remember a brand, and there is a linkage between the brand and the product class,
but the link does not have to be strong. Brand awareness is a process from where the
brand is just known to a level when the consumers have put the brand on a higher
rank; the brand has become the “top of mind” (Aaker, 1991). Aaker (1991) tells that
brand awareness, perceived quality and clear effective brand identity can contribute to
higher loyalty (Aaker, 2002) (Mark, Goransson & Sevensson, 2005).
Brand awareness and brand image to be ascendant to brand satisfaction and brand
trust. That is, both brand satisfaction and brand trust require brand knowledge; unless
a consumer has a representation of the brand in memory- including awareness and a
positive image- he or she cannot be satisfied by the brand or trust the brand
(Chaudhuri, & Holbrook, 2001).
Finally, brand awareness affects consumer loyalty and decision-making by

influencing the formation and strength of brand associations in the brand image
created through the different information attached to the brand in memory.
Based on these and other opinions of different authors, brand awareness and its
importance to the company in turns of gaining market share through brand loyalty by
consumers strong perceptions and associations which is caused by the awareness of
brand through different forms signifies its research essential study on the brands in
competition.
In practice, companies use aided and unaided awareness, image and branding
marketing research studies to determine the extent to which consumers are familiar
and positive opinions about their products or services. In many industries, companies
with the highest awareness levels also control the largest market share. Keeping in
mind the importance according to the concept of “Brand Awareness” by various
authors and practitioners, its research implications are well established (Market
Research Worldwide, 2009).
Awareness levels measure whether consumers know about and are familiar with a
company, organization, product, or service. Unaided awareness is the degree to which
27
consumers’ think of a company or product on a top-of-mind basis. For example, when

we think of companies that provide these categories of products, which first comes to
mind? (Market Street Research, 2004).
Aided awareness on the other hand is the degree to which consumers who know about
a company or product are familiar with that company or product. For example a
question asked could be: How familiar are you with this product? Would you say you
are very familiar, somewhat familiar, or not familiar? (Market Street Research, 2004).
Focusing on the relevance of brand awareness that is related to the strength of the
brand node or trace in memory, as reflected by consumers ability to identify the brand
under different conditions (Rossiter and Percy, 1987). In other words, how well the
brand identities, serve their function.
In particular, brand name awareness is related to the likelihood that a brand name will
come to mind and the case with which it does so. Brand awareness consists of brand
recognition and recall performance. Brand recognition is related to consumers' ability
to confirm prior spouse to the brand when given the name as a cue. Brand recall
relates to consumers' ability to retrieve the brand when given the product category, the
needs fulfilled by the category, or some other type of probe or a cue (Dolak, 2003).
The reason for studying brand awareness is the important role it plays in consumer
decision making/ perceived value/ consumer loyalty for three major reasons:
First, it is important that consumers think of the brand when they think about the
product category. Raising brand awareness increases the likelihood that the brand will
be a member of the consideration set (Baker et al., 1986); which a handful of brands
that receive serious consideration for purchase. Second, brand awareness can affect
perceived value and decisions about brands in the consideration set, even if there are
essentially no other brand associations. For instance, consumers respond strongly and
decide to buy only familiar, well-established brands (Jacoby, Syzabillo, & Schach,
1977; Roselius, 1971).
In low involvement decision settings, the minimum level of brand awareness may be
sufficient for product choice, even in the absence of a well-formed attitude (Betteman
& Park 1980; Hoyer & Brown 1990); Park & Lessig, 1981). Using elaboration
likelihood model (Petty & Cacioppo, 1986) suggests that consumers may base their
28
choices on brand awareness when they have low involvement, which could result
from either lacking consumer motivation or lack of consumer ability. A brand with
high awareness and with positively distinguishing associations will have a high added
value for consumers (Riezebos, 2003).
For most companies in Business-to-consumer (B2C) environment, developing and

maintaining strong brands is a key element of their marketing strategy (Aaker, 2002;
Keller & Lehmann, 2006). In comparison, companies targeting business customers
often puts less strategic emphasis on branding (Bendixen, Bukasa, &Abratt, 2004).
Consequently, according to the brand ranking conducted by Business Week and Inter
brand, only 17 Business-to-business (B2B) brands are listed among the 100 most
valuable brands worldwide (Business Week, 2009). This low number is particularly
surprising given the much larger economic importance of B2B relative to B2C
transactions (Hutt & Speh, 2006). Marketing managers in B2B markets therefore face
an important question: Have they unjustly neglected branding as a marketing
instrument, or do B2B market characteristics prevent brands from being effective?
These managers receive little guidance from marketing academia because previous
research has mainly focused on B2C brands (e.g., Bendixen et al., 2004. However,
considerable differences between organizational buyers and consumers prevent an
easy application of findings from this research stream to a B2B context. In particular,
compared to consumers, organizational buyers are characterized as being exposed to
different risks with a personal and an organizational dimension (Mitchell, 1995) as
processing information more intensively (Johnston & Lewin, 1996) and as putting
greater emphasis on establishing long-term supplier relationships (Webster & Keller,
2004), leading to more rational buying decisions (Bunn, 1993; Wilson, 2000).
In an environment of this kind, it may be that brands function differently than they do
in B2C markets. In particular, the role of brands in reducing the perceived risk of a
purchase is likely to be stronger because buyers face two types of risk: organizational
risk and personal risk (Hawes & Barnhouse, 1987). At the same time, the brands in
question are much less likely to provide emotional benefits to the buyers (Wilson,
2000). Furthermore, a number of earlier studies have highlighted that B2B brands
function not only as entities but also as processes (Stern, 2006; Ballantyne & Aitken,
2007), making relational dimensions of branding such as customer trust and brand
reputation, key determinants of brand equity (Cretu & Brodie, 2007; Glynn, Motion,
29
& Brodie, 2007; Roberts & Merrilees, 2007). It is likely that brand awareness also
plays a special role in driving brand equity in business markets (Davis, Golicic, &
Marquardt, 2008). In particular, many B2B firms focus their branding activities
merely on the dissemination of the brand name and the logo without developing a
more comprehensive brand identity (Court, Freeling, Leiter, & Parsons, 1997; Kotler
& Pfoertsch, 2006). Thus, for many B2B firms, the creation of brand awareness – is a
key element of branding strategy (Munoz & Kumar, 2004; Celi & Eagle, 2008). For
instance, the head of marketing of a large chemical firm remarked, “To us, branding is
basically to put our name and logo on all products we ship to our customers. We want
our customers to think of this name, whenever they consider buying products in our
category”.
Rossiter and Percy (1987) describe brand awareness as being essential for the
communication process to occur as it precedes all other steps in the process. Without
brand awareness occurring, no other communication effects can occur. For a
consumer to buy a brand they must first be made aware of it. Brand attitude cannot be
formed, and intention to buy cannot occur unless brand awareness has occurred
(Rossiter & Percy, 1987; Rossiter et al. 1991).
In memory theory, brand awareness is positioned as a vital step in building the

“bundle” of associations which are attached to the brand in memory (Stokes 1985).
The brand is conceptualized as a node in memory which allows other information
about the brand to be "anchored" to it (Aaker 1991b). The conceptualization of a
network of brand associations in memory with the brand as a central core has been put
forward by many others (e.g., Keller, 1993; Holden, 1993; Holden & Lutz, 1992).
Brand awareness has been hypothesized to play a crucial role in determining the
consideration set: the small set of brands which a consumer gives serious attention
when making a purchase (Howard & Sheth, 1969; Narayana & Markin, 1975). The
composition of this small set of brands which are considered during decision-making
is important. A brand that is not considered cannot be chosen (Baker et al. 1986), and
further, the probability of the brand being chosen is a function of the number of other
brands in the consideration set. In a situation where the consumer is aware of a
number of brands which fit the relevant criteria, he or she is unlikely to expend much
effort in seeking out information on unfamiliar brands. A brand that has some level of
30
brand awareness is far more likely to be considered, and therefore chosen, than brands
which the consumer is unaware of. Additionally, the strength of awareness of the
brands within the consideration set can also be significant. Wilson (1981 cited in
Woodside & Wilson 1985) confirmed the importance of top-of-mind awareness in a
study which found that the higher the position of the brand in the consumer’s mind
measured by unaided recall, the higher the purchase intention and the higher the
relative purchase of the brand. In another study, increases in brand awareness were
shown to increase the probability of choice even without any accompanying change in
attitude or perceptions (Nedungadi, 1990).
Brand awareness should be an important goal of the marketing communication efforts

of a firm as it has a number of important functions. It is widely acknowledged that
without brand awareness occurring, brand attitude and brand image cannot be formed.
However, equally important but less widely recognized is the importance of brand
awareness as a heuristic which can affect inclusion in the consideration set, and in
many situations may be sufficient by itself to determine choice from the consideration
set, and in many situations may be sufficient by itself to determine choice from the
consideration set. i.e., brand awareness can determine not only entry to the
consideration set, but can also determine which brand is chosen from the
consideration set. Aaker (1991) argues strongly the case for brand building and
maintaining brand equity: he cites brand name awareness as one of four major brand
assets which add value to the product or service and/or its customers. Investments in
brand equity and in particular brand awareness can lead to sustainable competitive
advantages and thus to long term value. Brand awareness can add value by:
1. Placing the brand in the consumer's mind.
2. Acting as a barrier to entry to new unestablished brands (Stokes, 1985).
3. Reassuring the customer of the organization’s commitment and product quality.
4. Providing leverage in the distribution channels (intermediaries are customers too,

and are just as suspicious as consumers are of unknown products) (Aaker 1992).
2.2 STATEMENT OF THE PROBLEM
31
Indian Mattress industry is a potentially growing segment with a constant and regular
increase in number of player and turn over. Duroflex is a renowned company with
strong goodwill, high reputation, and a large number of satisfied and loyal consumers.
It is a well-established company and has already made its mark in the consumer
durable industry. In this study, the focus is given to analyze the brand presence and
goodwill of Duroflex Mattress among customers. Questionnaire is prepared for
customers for the survey. The area covered for the survey is Alappuzha district.
2.3 SCOPE OF THE STUDY
The study covers respondents from Alappuzha district who are the users of Duroflex
Mattress as well as potential customers to the purchase of the mattress brand. The
study is conducted to find the brand presence and goodwill of the product. This study
will help the company in taking decisions regarding the promotional campaigns,
advertisement strategies and positioning strategies to build more brand reputation
among the consumers to compete with other players in mattress industry.
2.4 OBJECTIVES OF THE STUDY
 To find out the brand presence of Duroflex Mattress.

 To identify factors that affect goodwill of Duroflex mattresses.
 To study the importance attached to brand presence and goodwill for
purchasing a new mattress.
 To find out the dominant media shaping customer ideas and perception of
Duroflex mattress.
 To find out the attributes mostly associated with Duroflex customers.
 To rate Duroflex mattress as against its competitors.
32
2.5 RESEARCH METHODOLOGY
Research is a systematic method of finding solutions to problems. It is essentially an

investigation, a recording and an analysis of evidence for the purpose of gaining
knowledge. According to Clifford Woody, “research comprises of defining and
redefining problem, formulating hypothesis or suggested solutions, collecting,
organizing and evaluating data, reaching conclusions, testing conclusions to
determine whether they fit the formulated hypothesis.
2.6 RESEARCH DESIGN
It indicates the plan if action to be carried out in connection with a proposed research
work. It is simply a specific presentation of the various steps in the process of
research. Research Design is the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions and to control variance. In
fact, research design in the conceptual structure within which research is conducted. It
constitutes the blue print for the collection, measurement and analysis of data. Thus
this is an outline of what the researcher will do from writing the hypothesis to the
final analysis of data. The research in this study is exploratory research. The main
purpose of such studies is that formulating a problem for more precise investigation or
of developing the working hypothesis forms an operational point of view. This study
is a descriptive research. Descriptive research describes data and characteristics about
the population or phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how. Although the data description is factual,
accurate and systematic, the research cannot describe what caused a situation. The
study involves selecting samples, data collection and analysis and interpretation.
2.7 SAMPLING
33
Sampling Procedure
The sampling procedure used in this study is convenience sampling. Convenience

sampling procedure is a non-probability sampling and it involves purposive or
deliberate selection of particular units of the universe for constituting a sample which
represents the universe.
Sample Size
Sample size refers to the number of items to be selected from the universe to
constitute a sample. Here the sample size taken for the study is 100 respondents from
Alappuzha district.
2.8 TOOLS FOR DATA COLLECTION
Primary Data
The primary data are those data which are being collected by the researcher for the
first time. They are the information received directly from the respondents. In this
study, primary data was collected among the general public with the help of schedule
of interview and through survey method with the help of a questionnaire consisting of
closed ended questions. Due to flexibility, questionnaire method is ideally suited for
collection of primary data.
Secondary Data
The secondary data are those data which have been already collected by someone
else. They include published, unpublished document and various other data.
Secondary data was collected from company files, brochures of the company,
business journals and magazines.
2.9 DATA ANALYSIS
Tools for analysis
34
1. Percentage Analysis:
Percentage analysis is used to find out the percentage of respondents from the total
number of respondents, responded to each question.
Percentage = No. of respondents x 100/Total no. of respondent
Percentage studies are used for analysis and are presented pictorially for better clarity.
It refers to special kind of ratio percentage for making comparison between two or
more serious of data. Diagrams are the pictorial representation of collected data.
2. Weighted Average Mean:
The average of a quantity is calculated after summing up all the values of that
quantity and then dividing it by the total number. A weighted average is calculated by
taking into consideration, additional conditions associated with each of the values for
the data. That is, some values are multiplied by an extra multiplicative factor as they
occur more often. Unlike an average value, in which all the values of a quantity
contribute equally, in a weighted average, they contribute unequally. Some values of
the particular quantity contribute more than others.
Weighted average is an important concept in descriptive statistics and mathematics. If

all quantities are weighted equally or contribute equally, while calculating the
average, it is equal to the arithmetic mean. It comes in handy when you have to
combine the averages of two different sets of values and get an overall average value.
Here is the general formula:
Weighted Average = (x1 w1 + x2w2…..+xnwn) / (w1+w2…..+wn) = ∑i = 1 to n (xiwi) / ∑i = 1 to n wi
Here ‘xi’ are values of the quantity whose average is being calculated, while ‘w i’ are
the values of the corresponding weights. So, for calculating weighted average, you
must multiply values of the quantity, with their corresponding weights, add all them
up and divide them by the sum of the weights.
Contingency table / Cross tabulation
35
The cross-tabulation analysis, also known as contingency table analysis, is most often
used to analyze categorical (nominal measurement scale) data. A cross-tabulation is a
two (or more) dimensional table that records the number (frequency) of respondents
that have the specific characteristics described in the cells of the table. Cross-
tabulation tables provide useful information about the relationship between the
variables which leads to meaningful inferences.
Here the Likert scale is used to find the reason for the purchase of new mattress. All
variables are measured by using Likert scale with five anchor points, specifically
Strongly Agree, Agree, Uncertain, Disagree and Strongly Disagree. Each point of the
scale carries a score. The response indicating least favorable degree is given least
score (say 1) and the most favorable given the highest score (say 5). The Likert
scaling technique thus assigns a scale value to each of the five response. This way the
instrument yields a total score for each respondent which would then measures the
respondent’s favorableness towards the given point of view.
Strongly Disagree Uncertain Agree Strongly

Disagree Agree
(1) (2) (3) (4) (5)
2.10 LIMITATIONS OF THE STUDY
 One of the major limitations faced during the study was time constraint.
Detailed analysis was not possible due to non-availability of time.
 The study was based on the assumption that the respondents will always
be truthful and correct. But this assumption might not be true always.
 The respondents were very busy and could not afford more time to
answer. Some of the respondents were less co-operative.
 The study was confined to District of Alappuzha, so that the results may
not relate to other markets of Kerala.
36
 A limited sample size of 100 retailers was considered because of time and
response constraint. This sample size can’t represent the features and
characteristics of the universe to it’s entirely.
 Even though the information is gathered successfully from the targeted
population, projecting the result representatively for the whole population
may bring in some element of errors.
37
3.1 COMPANY PROFILE
HISTORY OF THE COMPANY
Duroflex is a leading manufacturer of rubberized coir mattress in India. Late Mr. P.C
Mathew promoted Duroflex Coir industries Pvt. Ltd in 1963 at Alappuzha, Kerala
with a view to use agro based inputs for the manufacturing of its products.
Subsequently In 1982, the manufacturing operations of Rubrofibre Pvt. Ltd. were
bifurcated and Duroflex coin industries took over the operations and management of
the factory.
From its humble beginning, Duroflex now has three manufacturing units at
Alappuzha, Hyderabad and Hosur, and an extensive marketing organization with
company sales offices/ depots and 1500 stockiest all over India. Duroflex rubberized
coir is manufactured using eco-friendly materials, coconut fiber and 100 percent
natural rubber latex form. The raw materials that the company uses are 100 percent
natural and environment friendly. In the growing, processing and production
processes; no harmful substances are used or released. Duroflex has always adopted
methods that encourage minimal waste with minimum recycling.
Today Duroflex is the largest manufacturer-exporter of sleep products from India with
modern factories in Alappuzha, Hyderabad and Hosur. Duroflex translates the market
demand into products that are used extensively in households, hotels and hospitals.
M/s Duroflex (P) Limited has developed new technologies and machinery for the
manufacture of Rubberized coir products. They set up 3 factories with 100%
indigenous machinery. The machines have much greater output and more efficient
38
than the imported machines. Late Mr. P C. Mathew promoted M/s Duroflex coir
Industries (P) Limited in 1963 at Alappuzha with view to use agro based inputs for
manufacture of its products. The company now and then is engaged in the production
and marketing of the mattresses, rubberized coir, pillows, bath mat, car cushions etc.
The plant site at Chungam spread over an area of 2 acres. It is situated in such a place
where transportation and nearness to market and all other factors are available.
Duroflex products are known to be consistent and standard quality and the company
gives priority to apply strict quality control in its operations. These are applied to
procurement and processing of raw materials, manufacturing of finished products and
testing them to rigorous standards. Company is primarily engaged in manufacturing
and marketing of mattress to the consumers. The Company also gives importance to
products and process development, development of plant, machinery, engineering and
introduction of new products.
As a pioneer in manufacture of mattress, rubberized coin and foam, Duroflex has

always sought to maintain leadership. Research and Development at Duroflex have
continuously come up with newer processes and machines that enhance productivity,
productivity and quality at all stages of technological edges that remain always on
Duroflex Shop floors. Fully automatic rubberized coir plant with all accessories, auto
weight check, auto vulcanizing, clothing, cutting, pipe edge, numerically controlled
auto packing, automatic batch PUF plant, transversal cutter, peeling machine, and
cloth winder, Duroflex is the largest exporter of sleep and comfort products from
India through its export wings “Coco Later Exports Pvt. Ltd”. Duroflex's modern
manufacturing and R & D centers are continuously translating the market demand into
products that are used extensively in the comfort product industry worldwide.
Company is engaged in export of its products to Europe, Middle East arid Far East
through its subsidiary company Duroflex Exports Pvt. Ltd.
To survive competition in the customer driven market, Duroflex Pvt. Ltd. Hosur has
established. A quality management system at Hyderabad and Alappuzha units has
established. The objective of the company is to supply rubberized coir products,
which meet the ever-increasing demands of the customers at competitive prices by
continued process improvement and by the application of “State-of-the-art
technologies”. In tune with the market and ever growing needs of its customers,
39
Duroflex is constantly developing new products that offer a greener option to the
world.
OBJECTIVES OF THE COMPANY
1) To attain the major market share.
2) To provide high quality products for the customers.
3) Ensure cost effective products.
4) To create satisfied customers.
5) Be a major part of the socio-economic development of the society.
6) Create good relation with the dealers as well as customers.
7) Increase the profitability of the company to attain consistent development.
CORPORATE VISION
 Market returns and customer complaints together not to exceed 0.4% of the
sales.
 Continual improvement in product and quality control processes to reduce

costs.
 On-time delivery to distributors/dealers as per commitments.
CORPORATE MISSION
Duroflex's quality philosophy is to provide rubberized coir products of high quality

and reliability at optimum cost, meeting customer implied specification and
regulatory and statutory requirements by application of pro-active approach to ‘get
things right the first time’. We shall continually strive for excellence by upgradation
of facilities and application of state-of-the-art technologies.
MANAGEMENT OF DUROFLEX PRIVATE LIMITED
40
The company is a private firm within the meaning of section 3 (1) (iii) of the
company's act 1956 and accordingly no invitation is issued to the public to subscribe
for any share in or debentures of the company. The number of members of the
company (exclusive of the persons who were the members of the company while in
the employment and have continued to be the members after ceasing to be in the
employment of the company) is limited to fifty, provided that when two or more
persons jointly hold more than one shares of the company they are treated as a single
member.
BOARD OF DIRECTORS
SL.NO. NAME DESIGNATION
1. Mr. George L. Mathew Chairman and CEO
2. Mr. Mathew Chandy Managing Director
3. Mr. David Stephens Director and CMO
4. Mr. Stanley Kunjippalu Director
5. Capt. (Retd.) Jojo Chandi Director
6. Mr. F.H. Sholapurwala Director
7. Mr. Mathew Joseph Director
8. Mr. Mathew Antony Joseph Director
9. Mr. Mathew George Director
10. Mr. Jacob Joseph George Director
DUROFLEX GROUP PROFILE
Duroflex group of companies are:

(1) Duroflex Private Limited
(2) Coco Latex Private Limited
(3) Alleppey Latex
41
(4) Unisun Technologies Private Limited
Duroflex Private Limited
Duroflex Private Limited began as a small plant in Alappuzha, Kerala is now a

leading Indian and International brand. Duroflex has evolved from mattress
manufacturing plant to sleep Products. Company with wide range that includes
pillows, cushions, spring mattresses, polyurethane Foam and high-tech comfort
systems with products used extensively in homes and in the hospitality and health
care industries. A member of the International Sleep Products Association (ISPA),
Duroflex had 8 factories across Kerala, Tamil Nadu and Andhra-Pradesh which is
ISO 9001:2000 certified by the American Quality Assessors (AQA). Duroflex has 60
stockiest and over 3000 distributors across India.
Coco Latex Private Limited
An export oriented unit and a group company, Coco Latex specializes in 100% natural
and eco-friendly mattresses. Manufactured strictly from 100% natural rubber and
natural coconut fiber, Coco Latex products are in great demand in the environment-
conscious markets of Europe. Made to exacting 5852:1900 specifications, some of
these products are made with 100% natural expandable graphite and are fire retardant.
Coco Latex's manufacturing and R & D centers are located in Kerala for easy access
to the natural Ingredients. Coco Latex's own manufacturing facilitates at Munnilave,
Palai are where the latex foam products are manufactured. Coco Latex products are
certified by ECO Institute, Germany, LGA, Oeiko Tex-standard 100, Germany and
SATRA, UK.
Alleppey Latex
Established in 1994, Alleppey Latex is a group concern and deals with centrifuged
latex production. Alleppey Latex sources latex from its own organic plantations as
42
well as others and has its crumb Rubber Factory at Palai. A major share of the
production of the Alleppey latex is consumed by Duroflex and Coco Latex.
Centrifuged latex is the raw material for manufacture of rubber based products like
foam rubber, elastic thread, balloons etc. Alleppey latex is also in the process of
obtaining organic certification by one of Germany's leading certifying organizations.
Unisun Technologies Private Limited
A Duroflex group concern, strives to promote technically and commercially viable

clean energy products and services worldwide. Founded in 2000, Unisun has the
potential to become a lead player in the group tomorrow. Unisun has a range of
products across the solar (Thermal and Photovoltaic), bio-fuel, bio mass, waste to
energy and small Hydro and wind energy spectrum. Based in Bangalore, unison has
clients in the domestic, corporate and industrial segments. Towards furthering the
needs to concentrate on sustainable energy sources, Unisun has also organized two
international events in Bangalore with participants from India and abroad.
PRODUCTS OF THE COMPANY
Duroflex mattress is the main products of the company, following are CERTAIN
other products available there.
 Duroflex Spring Mattress.
 Duroflex Quilt.
 Duroflex Season.
 Duroflex Bliss.
 Duroflex Crown.
 Duroflex Body Line.
 Duroflex Standard.
43
 Duroflex Premium SLD.
Other products of Duroflex are
 Duroflex Pillows.
 Duroflex Cushions.
PRODUCT PROFILE
Duroflex Private Limited deals with various kinds of sleep comforts, in which
mattress is the main product that they comply with. Company is manufacturing
different kinds of mattress in different varieties. Their products are highly durable and
its price is affordable to all classes of people. The quality of their product is the main
reason for their recognition and goodwill that they possess all over India and also
abroad. Following are the range of mattress available for Duroflex.
Rubberized Coir Mattress
Rubberized Coir mattresses are a combination of natural materials like coconut fiber
and natural rubber. The combination creates a sheet that provides natural comfort,
firm support, allows for air circulation and is non-absorbent
Spring Mattress
Spring mattresses, across the world, are synonymous with luxury. It is to cater to this
customer who demands greater comfort that Duroflex manufactures Springtek, its
range of high-end spring mattresses. Springtek mattresses are manufactured with the
very latest technology available today. Specially imported springs of German
technologies and the very latest Italian CNC quilting machines bring you the best
spring mattresses available in India today.
Polyurethane Foam
The DuroGold PUF range of products offers pure flexible PUF which ensures that the
product retains its shape and provides comfort and support for years, unlike regular
foam. Our machines are specially designed to meet specific customer requirements.
CNC based high-precision cutting machines also enable the cutting of foam blocks
44
into diverse shapes and sizes to manufacture high quality molded pillows and other
PU products.
Pillows & Cushions
Alongside our mattresses, we also offer an equally comfortable and healthy range of
pillows and cushions. The pillow needs to be designed scientifically as it needs to
provide the right cushioning for your head and neck. It is essential that your pillow
bolds your neck and spine in a neutral position.
Luxury Mattress
Sleep happily ever after on the luxury ranges from Duroflex. Our ranges of luxury
mattresses such as White, Spine Rest, Serita, Euro Soft, Spine Ortho and Spine Ultra
support are designed to deliver the utmost comfort at all nights. Featured with the
very latest in sleep technology, the luxury range provides an entirely new level of
comfort. Each of these mattresses is the result of years of innovation and research, so
enjoy your dreams on these luxurious and affordable selections.
PUF Mattress
Years and years of comfortable nights are the Duroflex Polyurethane foam range
promise. This range uses only pure, flexible PUF which ensures years of the right
comfort and support, unlike regular foam which sags and loses shape. The
combination of PUF in different densities is what makes these mattresses unparalleled
when it comes to comfort and support. Look forward to long years of comfortable
nights on Duroflex PUF mattresses.
PRICE STRATEGY
Duroflex Pvt. Ltd follows the cost plus profit pricing mechanism. The quality of the
mattresses doesn’t vary as the price changes. AU products are of the same quality.
The price of the product change based on the content polyurethane form (PU Form) in
the mattress. The price of the latex which used as raw material or the manufacturing
fluctuates rapidly. The company tries to make the price of the product constant even if
there is a huge variation in the cost of the raw material.
45
The company is following the single price policy, which means there is no
discrimination among the different class of people. Duroflex is a reputed company in
the coir mattress industry, the competitors pricing strategy has no influence in the
company’s pricing policy.
DISTRIBUTION STRUCTURE
Duroflex has direct distribution channels. It supplies the finished products from the
factor to its distributors directly. Then the distributors provide products to the dealers
of the company. The dealers include the Wholesalers and the Retailers. There is no
middleman. When we consider the South Indian market, Duroflex rank first, while we
consider the North Indian, Duroflex enjoys the second position. Century mattress is
the competitors of Duroflex in the North Indian market. Company has following
distribution channel, from the factory the products are directly distributed to supply
the product according to order to the leaders.
Advertising policies & procedures: Advertising is one of the main promotional

activities that are to be done in order to increase the market share and to meet the
competition in the industry. In every annual budget of Duroflex Pvt. Ltd; the compact
set apart around 8% of its profit for the advertisement purpose. The company
conducts the get together of its main distributors and dealers in order to collect the
feedback. It is based on the basis of this information; the company decided the
amount that is to be reserved for the advertisement purpose. An agency called
JELLITTA is doing the promotion activities on behalf of the company. The company
decided the punch line for the Duroflex Mattress,
“Bring romance in you”.
The advertisement methods are follows:
 Television advertisement
 Display Board
 Press Advertisement
46
 Brochures, Catalogues and leaflets
 Personal gifts
 Calendars and Diaries
 Exhibition
SALES PROMOTIONAL ACIVITIES
Duroflex Pvt. Ltd. is conducting dealers and distributers meet in every three months.
In this meeting, company providing compliment to those dealers who have make
higher sales. In order to increase the sales of the company, it provide free offer like
pillows and bed sheets in off season and festival days. The company also provides
scratch and wins offer, lucky coupons etc. as part of the promotional activities.
COMPLAINT HANDLING
As the company is well assured for the quality of the products, the complaints about
the products are less than 0.05%. Company is not having a separate wing for
complaint handling, customer's complaints are handled through dealers.
SALES AND DEMAND
Sales of the company are increasing day by day. The sales were 39 crores and in 2007
it were 48 crores and in 2008 it rises to 55 crores aid 2010 ft. rise up to 70 crores. The
demand for the product is always higher than the supply. The demand for the product
is in off seasons and in festival days like Onam, Christmas etc.
In order to meet the demand of the customer at off season the company will increase
the production than unusual and will depend upon ocher branches in Tamil Nadu for
the supply of the product in bulk quantities.
COMPETITION
For every manufacturing firm there are some competitors. Likewise Duroflex also
have a list of competitors in the market. The main competitors of the company are
47
 Kurlon
 Sunidra
 Rubco
 Sleepwell
MARKET SHARE ANALYSIS
Duroflex does the market share analysis by conducting the marketing research. Till
2006, the market share of the company in South India is 20%, now it increases to
25%.
MARKET RESEARCH
Duroflex Pvt. Ltd. mainly conducts the market research in order to identify the market
share of the company and to ensure that the company fulfills the needs of the
customers. The market research for the company is done by the Coir Board
Association. On the basis of research conducted by the association, strategic decisions
are made on how to face the competition and how to increase the market share.
Market research involves:
 Finding the competitors strategy.
 Analyzing new trends in the market.
 Movement of the product.
 Policies to be adopted.
3.2 RESPONDENTS PROFILE
TABLE-3.2.1
AGE OF THE RESPONDENTS
SL.NO AGE GROUP RESPONDENTS PERCENTAGE
48
1 15-20 10 10%
2 21-30 62 62%
3 31-40 12 12%
4 41-50 10 10%
5 ABOVE 50 6 6%
TOTAL 100 100%
SOURCE- FIELD SURVEY
GRAPH3.2.1
Age group
6 10
10
12
62
15-20 21-30 31-40 41-50 ABOVE 50
INTERPRETATION:
The above Table and Graph No 3.2.1 shows that the respondents were in the age
group of 21-30 years i.e., 62% , 31-40 years i.e., 12% , 15-20 years i.e., 12% , 41-50
years i.e., 10% , and above 50 years i.e., 6% .Therefore, most of the respondents are
in the age group of 21-30 years i.e., 62%.
49
TABLE-3.2.2
GENDER OF THE RESPONDENTS
SL.NO GENDER RESPONDENTS PERCENTAGE
1 MALE 60 60%
2 FEMALE 40 40%
TOTAL 100 100%
GRAPH-3.2.2
Gender
40
60
MALE FEMALE
INTERPRETATION:
The above Table and Graph No 3.2.2 shows that most of respondents are male i.e.,
60% and only 40% are female respondents. This portrays that most of the responses
were male dominant.
50
TABLE-3.2.3
MARITAL STATUS OF THE RESPONDENTS
SL.NO MARITAL STATUS RESPONDENTS PERCENTAGE
1 Single 32 32%
2 Married 68 68%
TOTAL 100 100%
GRAPH-3.2.3
Marital status
80
70 68
60
50
Percentage
40
32
30
20
10
0
Single Married
Marital status
INTERPRETATION:
51
The above Table and Graph No 3.2.3 shows that most of the respondents were
married i.e., 68% and 32% are unmarried respondents. This portrays that most of the
responses were from married group.
TABLE-3.2.4
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
SL.NO EDUCATIONAL RESPONDENTS PERCENTA

QUALIFICATION GE
1 Lower than secondary school 5 5%
2 Secondary school 5 5%
3 Bachelor’s Degree 48 48%
4 Master Degree 40 40%
5 Doctor Degree 2 2%
6 Others 0 0%
TOTAL 100 100%
52
GRAPH-3.2.4
Educational qualification
60
50 48
40
40
P ercen tage
30
20
10
5 5
2
0
0
Lower than Secondary Bachelor’s Master Degree Doctor Degree Others
secondary school school Degree
Educational qualification
INTERPRETATION:
The above Table and Graph No 3.2.4 indicates that the respondents had done their
bachelor’s degree i.e., 48%, master degree i.e., 40%, lower than secondary school 5%
secondary school 5% and doctor degree i.e., 2%. This portrays that most of the
respondents were skilled and qualified.
TABLE-3.2.5
INCOME LEVEL OF THE RESPONDENTS
SL.NO INCOME LEVEL RESPONDENTS PERCENTAGE
1 Less than 15000 40 70%
2 15000-30000 30 30%
3 31000-45000 10 0%
4 Above 45000 20 0%
53
TOTAL 100 100%
GRAPH-3.2.5
Income level
45
40
40
35
30
30
Percentage
25
20
20
15
10
10
0
Less than 15000 15000-30000 31000-45000 Above 45000
Income level
INTERPRETATION:
The above Table and Graph No 3.2.5 indicates that majority of the respondents had
income level which is less than 15000rs i.e., 40% and between 15000rs-30000rs i.e.,
30%.
54
4.1 Percentage analysis based on type of mattress owned
Table 4.1
Type of mattress owned
Type of mattress Frequency Percentage
Coir mattress 13 13%

Rubberized mattress 32 32%
Cotton mattress 11 11%
Full PU foam 28 28%
Spring mattress 16 16%
Total 100 100%
GRAPH 4.1 Type of mattress owned
55
Type of mattress owned

35
32
30 28
25
20
Percentage
16
15 13
11
10
0
Coir mattress Rubberized Cotton mattress Full PU foam Spring mattress
mattress
Type of mattress
INTERPRETATION:
From the analysis, it is found that 32% of respondents own Rubberized mattress, 28%
of respondents own Full PU foam, 16% of respondents own spring mattress, 13%
have coir mattress and 11% have cotton mattress.
4.2 Percentage analysis based on amount willing to pay for mattress
Table 4.2
Amount willing to pay for mattress
Amount (in Rs.) Frequency Percentage

Less than 3000 17 17%
3000-5000 23 23%
5000-7000 40 40%
More than 7000 20 20%
Total 100 100%
GRAPH 4.2 Amount willing to pay for mattress
56
Amount willing to pay for mattress

45
40
40
35
30
Percentage
25 23
20
20 17
15
10
0
Less than 3000 3000-5000 5000-7000 More than 7000
Amount (in Rs.)
INTERPRETATION:
From the analysis, it is found that 17% of respondents are willing to pay less than
3000rs, 23% are willing to pay between 3000 and 5000rs, 40% are willing to pay
between 5000 and 7000rs, 20% are willing to pay above 7000rs.
4.3 Percentage analysis based on familiarity with the brand Duroflex
Table 4.3
Familiarity with Duroflex
Brand Presence Frequency Percentage

I bought this product 62 62%
I heard of them but never 38 38%
bought their products
Total 100 100%
GRAPH 4.3 Familiarity with Duroflex
57
Familiarity with Duroflex

70
62
60
50
40 38
Percentage
30
20
10
0
I bought this product I heard of them but never bought their products
Brand presence
INTERPRETATION:
From the analysis, it is found that 62% of the respondents bought this product while
the remaining 38% have heard of it but never bought their products.
4.4 Percentage analysis based on awareness about various products

of Duroflex
Table 4.4
Awareness on various products of Duroflex
Awareness Frequency Percentage

Yes 73 73%
No 27 27%
Total 100 100%
GRAPH 4.4 Awareness on various products of Duroflex
58
Awareness on various products of Duroflex
80
73
70
60
50
Percentage
40
30 27
20
10
0
Yes No
Awareness
INTERPRETATION:
From the analysis, it is found that 73% of the respondents are aware of various
products of Duroflex and 27% are not aware of various products of Duroflex.
4.5 Percentage analysis based on source of advertisement which

create awareness about Duroflex
Table 4.5
Source of advertisement
Source Frequency Percentage

Newspaper 31 31%
T.V 23 23%
Internet 11 11%
Billboard 32 32%
Others 3 3%
Total 100 100
GRAPH 4.5 Source of advertisement
59
35
32
31
30
25 23
P er cen tage
20
15
11
10
5 3
0
Newspaper T.V Internet Billboard Others
INTERPRETATION:
From this analysis, it is found that 32% of the respondents are aware of this brand
through Billboards, 31% are aware through Newspaper. For 23%, Television was the
medium of advertisement. Internet act as the medium of advertisement for 11% and
3% are aware through other sources.
4.6 Percentage analysis based on awareness about various aspects of

Duroflex
Table 4.6
Aspects of Duroflex
Aspects / features Frequency Percentage

Price 28 28%
Tapestry designs 13 13%
Promotion schemes 15 15%
Quality 20 20%
Durability 24 24%
Total 100 100%
60
GRAPH 4.6 Aspects of Duroflex
Aspects of Duroflex
30 28
25 24
20
20
Percentage
15
15 13
10
0
Price Tapestry designs Promotion schemes Quality Durability
Aspects / features
INTERPRETATION:
From the analysis, it is found that 28% of the respondents are aware of its price, 24%
are aware of its durability, 20% are aware of its quality, 15% are aware of its
promotion schemes and 13% are aware of its tapestry designs.
4.7 Percentage analysis based on ability to recall Duroflex
Table 4.7
Ability to recall Duroflex
Ability to recall Frequency Percentage

Yes 58 58%
No 42 42%
61
Total 100 100%

GRAPH 4.7 Ability to recall Duroflex
Ability to recall Duroflex

70
60 58
50
42
40
Percentage
30
20
10
0
Yes No
Ability to recall
INTERPRETATION:
From the analysis, it is found that 58% of the respondents can recall Duroflex when
they hear about mattress and 42% cannot able to recall Duroflex.
4.8 Percentage analysis based on the first word that comes to mind
about Duroflex
Table 4.8
First word that comes to mind about Duroflex
First word comes to mind Frequency Percentage

Quality 36 36%
Brand 48 48%
62
Offers 9 9%
Cost 7 7%
Total 100 100%
GRAPH 4.8 First word that comes to mind about Duroflex
First word that comes to mind about Duroflex

60
50 48
40 36
Percentage
30
20
10 9
7
0
Quality Brand Offers Cost
First word comes to mind
INTERPRETATION:
From the analysis, it is found that for 48% of the respondents the first word that
comes to mind when they hear about Duroflex is its brand and for 36%, it is quality.
Offer is the first word for 9% and cost for 7%.
4.9 Percentage analysis based on most exposed touch points
63
Table 4.9
Most exposed touch points
Touch points Frequency Percentage

Exhibition 26 26%
Point of sale 26 26%
Showrooms 30 30%
Sales representatives 18 18%
Total 100 100%
SOURCE: FIELD SURVEY
GRAPH 4.9 Most exposed touch points
Most exposed touch points

35
30
30
26 26
25
Percentage
20 18
15
10
0
Exhibition Point of sale Showrooms Sales representatives
Touch points
INTERPRETATION:
From the analysis, it is found that out of 100 respondents, showroom is the most
exposed touch points to 30% of respondents, both exhibition and point of sale is for
26% and sales representatives is for 18%. All the touch points have equal importance.
4.10 Percentage analysis based on attribute related to Duroflex
Table 4.10
Attribute related to Duroflex
Attributes Frequency Percentage
64
Affordable 12 12%
Durable 30 30%
Stylish 28 28%
Comfort 30 30%
Total 100 100%
GRAPH 4.10 Attribute related to Duroflex
Attribute related to Duroflex

35
30 30
30 28
25
Percentage
20
15
12
10
0
Affordable Durable Stylish Comfort
Attributes
INTERPRETATION:
From the analysis, it is found that 30% agree that Duroflex is durable and other 30%
agree that Duroflex gives comfort. 28% agree that Duroflex is stylish. But 12% thinks
that Duroflex is not affordable.
4.11 Percentage analysis based on respondent’s suggestions

regarding the improvement of Brand image
Table 4.11
Respondent’s suggestions regarding Brand image improvement
Suggestion on attributes Frequency Percentage

Quality 8 8%
Advertisements 25 25%
Competitive pricing 25 25%
Discounts 30 30%
65
Value added services 12 12%

Total 100 100%
CHART 4.11 Respondent’s suggestions on Brand attributes
Respondent's suggestion on Brand attributes

35
30
30
25 25
25
20
Percentage
15
12
10 8
0
Quality Advertisements Competitive pricing Discounts Value added
services
Suggestion on attributes
INTERPRETATION:
From the analysis, it is found that 30% of the respondents suggest that discounts must
be more to get attention from customers. 50% suggest that advertisements and
competitive pricing strategies to be devised. There is less suggestions on its
improvement on its quality and value added services.
4.12 Percentage analysis based on awareness of different mattress

brands
Table 4.12
Awareness of different mattress brands
Brand Frequency Percentage

Duroflex 100 100%
66
Kurlon 98 98%
Rubco 99 99%
Sleepwell 77 77%
Sunidra 75 75%
CHART 4.12 Awareness of different mattress brands
Awareness of different mattress brands
Sunidra 75
Sleepwell 77
Brand
Rubco 99
Kurlon 98
Duroflex 100
0 20 40 60 80 100 120
Percentage
INTERPRETATION:
From the analysis, it is found that 100% of the respondents are aware of Duroflex
mattress. 99% are aware of Rubco. 98% are aware of Kurlon. Sleepwell and Sunidra
got awareness among 77% and 75% of respondents respectively.
67
4.13 Percentage analysis based on source of information about

currently using mattress
Table 4.13
Source of information about currently using mattress
Source of information Frequency Percentage

Advertisements 40 40%
Friends & relatives 16 16%
Dealers 44 44%
Total 100 100%
CHART 4.13 Source of information about currently using mattress
Souce of information about currently using mattress

50
45 44
40
40
35
30
Percentage
25
20
16
15
10
5
0
Advertisements Friends & relatives Dealers
Source of information
INTERPRETATION:
From the analysis, it is found that 44% of the respondents got information about
current mattress from dealers, advertisement provide information about current
mattress to 40%. Friends and relatives are the information source of current mattress
to 16% of respondents.
68
4.14 Percentage analysis based on recommendation of Duroflex to

others
Table 4.14
Recommendation of Duroflex to others
Respondent’s review Frequency Percentage

Strongly recommend 49 49%
Recommend 31 31%
Maybe 20 20%
Total 100 100%
CHART 4.14 Recommendation of Duroflex to others
Recommendation of Duroflex to others

20
49
31
Strongly recommend Recommend Maybe
INTERPRETATION:
From the analysis, it is found that 49% of the respondents strongly recommend
Duroflex to others, 31% of them are ready to recommend and 20% is not sure about
the recommendation of Duroflex.
69
4.15 Percentage analysis based on satisfaction level of current

customers
Table 4.15
Satisfaction level of customers

Highly satisfied 40 40%
Satisfied 24 24%
Neutral 10 10%
Dissatisfied 14 14%
Highly dissatisfied 12 12%
Total 100 100%
CHART 4.15 Satisfaction level of customers
Satisfaction level of customers

12
14
40
10
24
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
INTERPRETATION:
70
From the analysis, it is found that 40% of the respondents are highly satisfied with the
product, 24% is satisfied and 10% is neither satisfied nor dissatisfied with Duroflex.
14% is dissatisfied whereas 12% is highly dissatisfied. Majority of them are satisfied
with the product.
4.16 Percentage analysis based on reachability of sales promotion

benefits
Table 4.16
Reachability of sales promotion benefits

Always 21 21%
Often 25 25%
Sometimes 30 30%
Rarely 24 24%
Total 100 100%
GRAPH 4.16 Reachability of sales promotion benefits
71
Reachability of sales promotion benefits

24 21
25
30
Always Often Sometimes Rarely
INTERPRETATION:
From the analysis, it is found that 21% of the respondents opined that they always get
the sales promotion benefits. 25% and 30% are polled to often and sometimes
respectively. 24% of the respondents get the benefits of the sales promotion rarely.
4.17 Percentage analysis based on details given by the shopkeeper

regarding the product
Table 4.17
Details given by the shopkeeper

Always 40 40%
Often 28 28%
Sometimes 21 21%
Rarely 11 11%
Total 100 100%
CHART 4.17 Details given by the shopkeeper
72
Details given by the shopkeeper

11
40
21
28
Always Often Sometimes Rarely
INTERPRETATION:
From the analysis, it is found that 40% of the respondents are satisfied with the details
given by the shopkeeper about the product. 30% get details from the shopkeeper often
and 20% get information from shopkeeper sometimes only and 10% of the
respondents get details rarely.
WEIGHTED AVERAGE
4.18 Percentage analysis based on factors affecting the purchase of a

mattress
Table 4.18
73
Weighted average on factors affecting the purchase of a mattress
Weights
7 6 5 4 3 2 1
SL. Variable Total Average
Rank
No. 1 2 3 4 5 6 7 weighte
d score
1 Brand name 62 18 10 2 6 1 1 621 22.178
2 Price 21 58 9 6 5 1 - 581 20.75
3 Softness 13 11 38 23 9 4 2 476 17
4 Thickness 4 6 27 38 19 1 5 415 14.821
5 Weight - 3 11 28 35 19 4 332 11.85
6 Promotion - 2 2 3 18 51 24 214 7.64

scheme
7 Tapestry - 2 3 - 8 23 64 161 5.75

design
CHART 4.18 Weighted average on factors affecting the purchase of a mattress
74
Weighted average on factors affecting the purchase of a mattress
25
20
15
Average
22.18 20.75
10 17
14.82
11.85
5 7.64
5.75
0
Brand name Price Softness Thickness Weight Promotion Tapestry
scheme design
Variable
INTERPRETATION:
From the analysis, it is found that brand name attains the top rank in the factors
considered while purchasing, with an average of 22.178. Price of the mattress is the
second factor considered with an average of 20.75. Softness, thickness and weight
attains the 3rd, 4th and 5th positions respectively. Promotion schemes and tapestry
design are the least important factors.
4.19 Percentage analysis based on reasons for purchasing a new

mattress
Table 4.19.1
Replacement
75

Strongly agree 35 35%
Agree 39 39%
Uncertain 22 22%
Disagree 4 4%
Strongly disagree 0 0%
Total 100 100%
CHART 4.19.1 Replacement
Replacement
45
40 39
35
35
30
Percentage
25 22
20
15
10
5 4
0
0
Strongly agree Agree Uncertain Disagree Strongly disagree
Respondent's review
INTERPRETATION:
From the analysis, it is found that 35% of the respondents strongly agree that
replacement is the main reason for purchase and 39% agree for the reason,
replacement. 22% are uncertain and 4% disagree with this.
Table 4.19.2
New member added to the family

Agree 38 38%
76
Uncertain 19 19%
Disagree 2 2%
Total 100 100%
CHART 4.19.2 New member added to the family
New member added to the family

45
40
40 38
35
30
Percentage
25
20 19
15
10
5 2 1
0
Respondent's review
INTERPRETATION:
From the analysis, it is found that 40% of the respondents strongly agree that new
purchase happen when new member added to the family and 38% agree with this.
19% are uncertain, followed by 2% and 1% disagree and strongly disagree
respectively.
Table 4.19.3
Marriage in the family

Agree 34 34%
Uncertain 19 19%
Disagree 5 5%
77
Total 100 100%

CHART 4.19.3 Marriage in the family
Marriage in the family

45
40
40
35 34
30
Percentage
25
20 19
15
10
5
5 2
0
Respondent's review
INTERPRETATION:
From the analysis, it is found that marriage in the family will leads to the purchase of
new mattress for 40% of the respondents. 34% agree that marriage in the family act as
a reason for purchase. 19% are uncertain about this. 5% of the respondents disagree
and 2% are strongly disagree.
78
Table 4.19.4
Health concerns

Agree 43 43%
Uncertain 5 5%
Disagree 0 0%
Total 100 100%
CHART 4.19.4 Health concerns
Health concerns
60
52
50
43
40
Percentage
30
20
10
5
0 0
0
Respondent's review
INTERPRETATION:
From the analysis, it is found that 52% of the respondents strongly agree that health
concern is the reason for purchase of new mattress, 43% are agreeing with this and the
rest 5% are uncertain about the impact of health concern in purchasing new mattress.
79
5.1 FINDINGS
Brand presence
 From the analysis, it is found that majority of the respondents are aware of the
brand Duroflex. 62%had bought this brand and the rest are aware of the brand
but never bought the brand.
 Even though majority of the respondents are aware of the brand Duroflex,
27% are not aware of various products of Duroflex.
 More than half of the respondents can recall the brand Duroflex when they
hear about mattress.
 Majority of the respondents are aware of all the top mattress brands.
Factors affecting goodwill

 Brand is the first word that comes to respondents mind about Duroflex
followed by quality.
 40% of the respondents are willing to pay 5000-7000rs on mattress purchase;
only less than 20% are willing to pay below 3000rs for the mattress.
Customers feels confident in purchasing high priced mattress.
 Dealers and advertisers are the major factors that influence the purchase
decision of mattress.
Importance attached to brand presence and goodwill for purchasing a new

mattress
80
 Rubberized mattress and Full PU Foam are the most preferred types of
mattress, cotton mattress and coir mattress are the least preferred mattress
types.
 Brand name, price, softness and thickness are the factors primarily considered
in purchase of a mattress. Among them brand name attains the top position.
 Price is the most considered factor after brand name in mattress purchase.
More than half of the people consider price as the second top ranked factor.
 The least considered factors in purchasing mattress are tapestry design
followed by promotion schemes.
 Weighted average of brand name tops in the purchasing factors followed by
price and softness.
 35% of the respondents strongly agree that replacement is the main reason for
the purchase of new mattress.
 40% of the respondents strongly agree that addition of new member to the
family and marriage will leads to purchase of new mattress.
 More than half of the respondents strongly agree that health concern is the
main reason in purchasing new mattress.
Dominant media shaping customer ideas and perception of Duroflex mattress
 Billboards are the major source of advertisement medium which creates

awareness about the brand Duroflex, it is followed by newspaper and
television.
 Most of the consumers suggest improving discounts to improve brand image
followed by improving advertisements and competitive pricing.
Attributes mostly associated with Duroflex customers
 Majority of the respondents are aware about Duroflex’s price and its durability
and comfort factors.
81
 About 30% of the respondents have chosen showrooms as their most exposed
touch points. Exhibition, point of sale and sales representatives also have
equal importance.
 Only 12% of the respondents feels that they can afford to buy Duroflex
mattress. Pricing should be devised. There is no doubt in its durability, stylish
and comfort factors.
Rating of Duroflex
 More than half of the respondents are satisfied with the brand Duroflex.
 Most of the respondents are ready to recommend this brand to others.
 Minority of the respondents feels that the sales promotion benefits reaches to
them regularly.
 Majority of the respondents get the information from the shopkeeper about the
brand regularly.
 Most of the respondents rate Duroflex for its brand name followed by quality.
 From this study it is inferred that there is no significant relationship between
the gender and purchase of new mattress.
 It is also inferred that the income level of the customer has no relationship
with the purchase of new mattress.
5.2 CONCLUSION
Indian Mattress industry is a potentially growing segment with a constant and regular
increase in number of players and turn over. The mattress industry in the country is
Rs.5000 crore industry of which only Rs.1500 crore worth mattresses are from the
organized sector. The rest of the business volume is coming from unorganized sector.
Duroflex is a renowned company with a strong goodwill, high reputation and a large
number of satisfied and loyal consumers. It is a well-established company and has
already made its mark in the consumer durable industry.
82
The study was done to know the brand presence and goodwill among the customers of
mattresses with special reference to Duroflex Pvt. Ltd., Alappuzha. This study also
reflects the major attributes of the Duroflex mattress and presence of different
mattress in the market. Through this study, we can clearly understand the Duroflex’s
present context of brand image, quality, competitiveness, etc.
The study proves that the major factor which the respondents consider important to
compare with the various mattresses is ‘brand name’. The major factors considered in
choosing a mattress are brand, price, softness of the mattress, etc. The study helps to
understand different aspects in marketing management such as brand image, brand
awareness, etc.
5.3 SUGGESTIONS
 Brand awareness of all the top players in mattress industry is nearly same, so
company needs to be more aggressive and have a keen observation of the
market.
 The company should maintain the cordial relationship with dealers because
they act as the major purchase decision factor of customer.
 It was found that brand awareness for Duroflex is higher. So the company
should concentrate other trade promotion tools also.
 Advertisements must concentrate one each product so that awareness of each
product can be increased.
 Company sales person must monitor the merchandising work creativity and
display level of Duroflex product in the outlet.
 Increase customer traffic: Company should undertake advertising and
marketing initiatives that are aimed at improving customer traffic. One
example of this strategy is designing marketing campaign to educate
consumers on the recommended replacement cycle of a mattress. Focus on the
health benefits of replacing a mattress after six to seven years. This campaign
will successfully foster brand awareness and drive increased customer traffic
into stores.
83
 Expand company-oriented store base: The highly fragmented Indian mattress

market provides significant opportunity to expand store base. Expansion can
be done through new stores and acquisition opportunities in both existing and
new markets. Since major part of Indian mattress industry is unorganized in
nature, it will be more effective.
 Marketing and Advertising
Message: Focus marketing campaign with three-prong approach to inform and
educate customers as to why they should buy, why they should choose
Duroflex and why they should buy now.
Theme to campaign message: For example ‘Replace Every 7’. This types of
themes can capture consumer interest and educate them on the recommended
mattress replacement frequency for optimal health and comfort.
Media: Continue using traditional Advertising Medias like billboards,
television, newspaper etc.
Alternative Media: The source of information available through internet is low
for Duroflex, so concentrate more on Social Medias and other websites. The
primary objective of Social Media strategy is to build awareness and engage
interaction as the relevant source of information in industry. Follow online
conversations daily and develop engaging content to distribute via our
Facebook, Twitter, Blog or YouTube sites.
Analysis: To ensure focused marketing, implement a targeted market-level
media and message program. To maximize the efficiencies and effectiveness
of these efforts, monitor store traffic patterns and sales key performance
indicators with the help of agencies. This will be a critical component to
understanding our advertising program, spotting trends, supporting market-
level tests and increasing local market share.
 Improve customer conversion: Since the product has a well-structured
customer base it should go for customer conversion from other brands also.
For this, focus on the training of sales associates and dealers who are primary
points of contact with customers. In addition, continuous strive to improve
merchandising approach is also to be focused, so that the customer shopping
experience can be optimized. To enhance customer in-store experience, stores
are designed to be comfortable and easy-to-shop.
84
 Since quality is the most uncompromised selection criteria for majority of the
consumers, effort should be made to improve and retain high quality.
 Along with quality, price also is a major factor in purchase of mattress, so
proper control over pricing has to be done.
 It was found that majority of the customers own rubberized mattress. So it is
better for the company to launch new models of rubberized mattress in the
market for increase its sales further.
 In order to attain additional potential consumers across existing markets and
drive qualified, invested traffic, company need to be partnered with Online
shopping sites like eBay, snapdeal, amazon, etc. Special programmers like
“deal of the day” has to be implemented. Thus company can target new
consumers with no advertising costs to drive implemented sales.
 Provide training classes to dealers so that they can express features and
specifications more effectively to the enquiries.
 Give more importance to health related aspects of mattress because one of the
major reason for purchase of new mattress is health concern.
 Holding a live event is a great way to get the attention of clients and prospects.
For Duroflex it could be health campaigns focusing on sleeping habits and
health concerns. Holding a live event gives valuable ‘face time’ with potential
customers and offers the opportunity for them to experience the look, feel and
personality of the brand.
 Segmentation of customers can be done to become more efficient in sales. It
can be done on the basis of brand, price, sleeping habits, health concerns.
Keen observation of each segment has to be done and based on that,
promotional schemes for each segments has to be developed and implemented.
 Marriage in the family is one of the major reason for purchase of new
mattress, so giving more promotional offers in the season of Onam can be an
attractive factor to increase sales.
 Studies show that awareness among Indian consumers about the link between
good sleep and good mattresses is gradually evolving, so the company’s
promotional activities should have the link between good mattresses, good
sleep and better overall health.
85
 Since dealers are the main factor in purchase decisions, display boards at point
of sales will be an added advantage. It should clearly mention the features of
each product clearly and attractive. Odd pricing displays can also be included
along with that.
 In order to increase sales, credit facilities should be provided to customers
through a tie up with third party financial institution. Successful coordination
between the dealers and financial institutions has to be ensure.
ANNEXURE
QUESTIONNAIRE
I am Sonu Thomas, pursuing MBA from Krupanidhi Degree College, Bangalore. I am

here to undergo a project on “A STUDY ON BRAND PRESENCE AND
GOODWILL OF DUROFLEX MATTRESSES, ALAPPUZHA”. I request you to
kindly help me by filling this questionnaire.
1. Name:
2. Age:
3. Gender:
Male Female
4. Marital status:
Single Married
5. Educational Qualifications:
Lower than secondary school Secondary school
Bachelor’s degree Master Degree
Doctor’s degree Others
6. Income level:
Less than 15000 15000-30000
86
31000-45000 Above 45000

7. Type of mattress owned:
Coir mattress Rubberized coir mattress
Cotton mattress Full PU Foam
Spring mattress
8. How much amount you are willing to pay for mattress?
Less than 3000 3000-5000
5000-7000 More than 7000
9. How familiar are you with Duroflex?
I never heard of them
I bought this product
I heard of them, but never bought their product
10. Are you aware of various products of Duroflex?
Yes No
11. Where have you seen the advertisements of Duroflex?
Newspaper T.V
Billboard Internet
Others
12. Which aspects of Duroflex are you the most aware of?
Price Tapestry designs
Promotion schemes Quality
Durability
13. When you hear about mattress, can you recall Duroflex?
Yes No
14. What is the first word comes to your mind when you hear Duroflex?
Quality Brand
Offers Cost
15. Which of the following touch points have you been exposed to?
Exhibition Point of sales
Showrooms Sales representatives
16. Which of the following attribute do you associate with Duroflex?
Affordable Durable
Stylish Comfort
87
17. Which of the following, according to you, is required to increase our

brand image?
Quality Advertisements
Competitive Pricing Discounts
Value added services
18. Which are the different brands of mattress you are aware of?
Duroflex Kurlon
Sleepwell Rubco
Sunidra
19. From where did you get information about your currently using brand?
Advertisements Friends & Relatives
Dealers
20. Are you interested in recommending our mattress products to others?
Strongly recommend Recommend
Maybe
21. In case you are a customer of Duroflex, how satisfied are you with the
product?
Highly satisfied Satisfied
Neutral Dissatisfied
Highly dissatisfied
22. Does the benefit of sales promotion scheme reaches to your property?
Always Often
Sometimes Rarely
23. Does your shopper provide details regarding the brand to you?
Always Often
Sometimes Rarely
24. Rank the factors in purchasing mattress. (from 1-7)
Brand name Promotion schemes
Price Tapestry design
Weight Thickness
Softness
25. Reason for purchase of new mattress?
88
Strongly Agree Uncertain Disagree Strongly

agree disagree
Replacement
New member
added to the
family
Marriage in
the family
Health
concerns
89

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BRAND PRESENCE AND GOODWILL OF DUROFLEX MATTRESSES, ALAPPUZHA

1.1 INDUSTRY PROFILE

HISTORY OF THE MATTRESS INDUSTRY

The history of the mattress industry timeline:

Man’s first mattresses

Ancient Persian mattresses

Ancient Rome has a new take on the mattress

Mattress starting point

Box springs invented

Latex mattress created

The rise of innerspring

Airbeds are introduced

King and Queen arrive

Waterbeds are introduced

NASA invents memory foam

First memory foam mattress

Mattress industry merges

There are four types of mattress coils:

There are three main types of foundation.

All-foam mattresses use different weight and densities of Petrochemical-based

Memory foam is affected by temperature. In a cool bedroom, a memory foam

Adjustable-firmness air mattresses are available. Some allow independent adjustment

Self-inflating air mattresses

International trade of mattresses continued to increase in 2013: general opening of the

Generally, mattress industry is a dynamic sector, facing innovations, research and

INDIAN MATTRESSES INDUSTRY

are the leading companies in the Indian market.

India has attained a global achievement in the mattresses industry. Because of

in Asia, in 2008. Coir mattresses are considered as environmentally friendly, durable,

1.2 THEORETICAL BACKGROUND OF THE STUDY

Brand Presence is the extent to which a brand is recognized by potential customers

Goodwill is an intangible asset that arises as a result of the acquisition of one

1.3 IMPORTANCE OF THE TOPIC

Brand presence is an important way of promoting commodity-related products. This is

The proportion of target customers that recall a brand. Realization by a customer of

1.4 NEED TO STUDY THE TOPIC

2.1 REVIEW OF LITERATURE AND GAPS

The evolution of Branding

In the journey from product-centric brands to customer-centric brands, many

In terms of the branding benefits to intermediaries such as retailers and wholesalers, a

Brand equity is a multidimensional construct, which consists of brand loyalty,

BRAND AWARENESS / BRAND PRESENCE

Factors that Influences Brand Equity

The Importance of brand awareness / brand presence in brand choice:

Brand awareness as into further elaboration is the capacity of consumers to recognize

Finally, brand awareness affects consumer loyalty and decision-making by

consumers’ think of a company or product on a top-of-mind basis. For example, when

For most companies in Business-to-consumer (B2C) environment, developing and

In memory theory, brand awareness is positioned as a vital step in building the

Brand awareness should be an important goal of the marketing communication efforts

1. Placing the brand in the consumer's mind.

2. Acting as a barrier to entry to new unestablished brands (Stokes, 1985).

3. Reassuring the customer of the organization’s commitment and product quality.

4. Providing leverage in the distribution channels (intermediaries are customers too,

2.2 STATEMENT OF THE PROBLEM

2.3 SCOPE OF THE STUDY

2.4 OBJECTIVES OF THE STUDY

 To find out the brand presence of Duroflex Mattress.

2.5 RESEARCH METHODOLOGY