Driving consumer behaviour and creating aspirational pull in the mattress retail industry
The power of branding and advertising is immense, especially in industries like mattress retail where competition is fierce and consumer preferences are highly influenced by brand perception.
Our survey in this edition aims to explore the significant impact of branding and advertising on consumer behavior and the creation of aspirational pull in the mattress retail industry. As brands strive to better understand how they can influence purchasing decisions and foster emotional connections, the survey outcome has lot of insights that seems invaluable.
This survey covered various aspects of branding and advertising, including:
- How brand perception shapes mattress-buying decisions.
- The role of advertising in increasing brand awareness and shaping consumer perceptions.
- The ways in which effective branding and advertising create aspirational pull and drive purchasing behavior.
Survey participants responses contributed to a comprehensive analysis that will help mattress industry enhance their branding and advertising strategies to better meet consumer needs and expectations. Survey insights have provided clear messaging that branding goes beyond just a logo or a tagline; it’s about creating a unique identity that resonates with consumers. In the mattress industry, strong branding can:
- Build Trust: Consistent and reliable branding helps build trust with consumers. When customers recognize and trust a brand, they are more likely to make a purchase.
- Create Emotional Connections: Effective branding can evoke emotions and create a connection with consumers. For example, a brand that emphasizes comfort and luxury can make consumers feel pampered and valued.
- Differentiate from Competitors: In a crowded market, a strong brand can stand out and differentiate itself from competitors. This can be achieved through unique selling propositions, innovative designs, and superior quality.
Advertising is a powerful tool to communicate a brand’s message and influence consumer behavior. By leveraging the power of branding and advertising, mattress industry can effectively drive consumer behavior and create aspirational pull, ultimately leading to increased sales and brand loyalty.
THE BUSINESS CONTEXT
- What consumers feel about branding and marketing initiatives
- Does it impact buying behavior?
- Role of advertising in influencing buying decisions
- Awareness and effectiveness of promotional campaigns and discounts
- Can advertising bring in Walkins
Consumer interaction
20
Retailers interaction
10
Depth interviews with
both consumer and retailer
05
- The sample were selected as per the footfall.
- People in the age group of 30 to 35 years has
slightly high number of walk-ins to the retail outlet
followed by 36 to 40 years
Respondents with an household income of Rs. 50000 to Rs. 100000 were slightly high on the store walk-ins
Salaried consumers were more compared to students and retired consumers
Memory foam followed by PU foam and latex are the different types of mattress purchased by the customers
Store experience and online reviews has the maximum influence for the purchase decision
Consumers have recognized the mattress ad more on social media followed by retails promotions
The Sleep Company ad is recalled higher among the respondent interviewed followed by sleepwell and duroflex
Product trials is an important parameter while making an buying decision and 70% of the respondents claim that.
70% of the respondents agree that the marketing campaign has influenced to buy the mattress
Technical details and emotional story telling are the key and those are most appealing in the mattress ad
Just on the marketing campaigns respondents do not recommend the brand to their family and friends
Respondents believe that the ad will be shown
as per the product quality
60% of the respondents will consider different brand of
mattress in the future based on marketing campaigns
- PU foam leads the market followed by memory foam and latex mattresses.
- Spring mattress is preferred by a small percentage of the customers still.
- Store experience and online reviews are the most significant factors influencing consumer purchase decisions.
- Product trials are also crucial, with 70% of respondents emphasizing their importance during the buying process.
- Mattress ads are most frequently recognized on social media, followed by retail promotions
- Among brands, The Sleep Company has the highest ad recall, followed by sleepwell and duroflex.
While marketing campaigns have a strong influence, 60% of respondents indicate they are open to considering different mattress brands in the future, suggesting that loyalty remains fluid.
Discounts and promotional offers
increase consumer interest and
willingness to purchase. However,
the effectiveness varies based on
the clarity, frequency, and appeal
of the campaigns
Targeted and localized advertising
can successfully attract customers
to retail stores, bridging the gap
between digital interest and
physical store visits.
The mattress industry lags
behind other categories in
creating an emotional pull for
products
- Enhance product trial opportunities: Given the importance of trials, retailers should prioritize in-store experiences and trial facilities to build consumer confidence.
- Leverage social media: With social media being a key platform for ad recognition, brands should continue to invest in targeted, engaging campaigns on these channels.
- Strengthen emotional connection: Ads with emotional storytelling and clear technical benefits can create a stronger connection with consumers and differentiate brands.
- Bridge the gap between influence and advocacy: Marketing campaigns should be complemented by superior product quality and customer satisfaction initiatives to foster genuine recommendations.
- Strengthen logo placement, tagline recall, and brand colors for better retention
- Focus digital campaigns on urban audiences and traditional media for rural/semi-urban areas
- Increase collaboration with influencers for brand trust and credibility
- Maintain uniform branding across digital, print, and in-store advertising
- Combine promotional offers with strong brand positioning to retain customers
The survey highlights the critical role of branding and advertising in shaping consumer behaviour within the mattress retail industry. Factors like store experience, online reviews, and product trials significantly influence purchasing decisions, while technical details and emotional storytelling in ads resonate most with consumers. Despite marketing campaigns driving awareness, consumer loyalty remains fluid, with 60% willing to explore other brands. To stay competitive, brands must focus on creating trust, delivering quality products, and enhancing customer engagement through personalized and impactful marketing strategies. This approach will not only attract customers but also foster long-term loyalty in a competitive market.