The concept of purchase has created an enormous impact on buyers’ behavior and decision-making processes. The mattress industry in Singapore has, until now, not been researched much. However, prices of mattresses have increased exponentially, and there is a merger of different kinds of entrepreneurs and start-up businesses. An important function of mattress providers in Singapore is to produce tons of mattresses and deliver them to major retailers. With the rise in the number of similar products coupled with the development of new ones, there are more choices for consumers. New products have different competing capacities; successful development efforts are imperative. Brand, price, and advertising all likely play important roles in new product acceptance and eventual market success, with tastes and preferences related to each element shaped by demographic and socioeconomic attributes. The obvious ties between good products and successful market settings and marketing suggest that investigating the quality of mattresses at affordable rates in sectors that have not been recently studied will help the participants in Singapore’s mattress market and direct resources in planning to differentiate among the niches for future business.
One of the immediate goals for consumers when buying mattresses is to acquire as durable a mattress as possible at the lowest price. Although several retailers offer high-quality mattresses, eventually the mattress will wear down and new purchases must be made. Therefore, low-cost mattresses that are of average quality are sensible alternatives for mattress customers in Singapore. To most consumers, the lowest price mattress is a loss leader. The data for exploring sales tactics in a mattress sales company in Singapore are available. Differences among the raw marks of good and best-quality discounted units sold were, in fact, affordable when ranked. Results based on current data for furniture products display maximum revenue when only the best mattresses have small demand.
Background and Significance
The mattress market has developed over the years, from the early use of straw mattresses to the popularity of futon styles. Mattresses continued to evolve to better suit changing environmental and physical conditions, evolving from horsehair mattresses to current memory foam mattresses. Nowadays, as people appreciate life more, the mattress market offers a more diversified range of products than before. This market trend will lead people to demand better quality mattresses. In real life, some people’s needs have always been to buy good-quality mattresses, and they are willing to spend money, but there are always some people who are not willing to spend more money to buy a mattress at affordable prices. Besides, considering that people’s incomes have increased and inflation continues to rise, the market prices of goods and services continue to rise, so consumers may prefer to buy discounted products. Thus, the discount mattress market now has a huge target audience.
One of the essential needs of human beings is to sleep soundly and comfortably. Poor sleep can have negative effects on health. To reduce the negative impact on sleep, it is necessary to have a bed. The bed is a place for sleeping comfortably. Comfortable beds can also positively affect the health of the body. Like mattresses, a comfortable mattress can also provide comfort. Considering the development of purchasing behavior, consumers tend to be more careful in making purchases, especially for large assets such as furniture. Research on mattress sales strategies should be conducted, especially regarding discount prices, in order to provide overall information about consumer purchases of mattresses. Discount rates can have a major effect on consumer purchases. By conducting research on mattress sales strategies, it is hoped that consumers will gain an overview of profitable mattresses and can find the recommended mattress.
Overview of the Mattress Market in Singapore
The mattress market in Singapore has several unique characteristics. The mattress market can be segmented by price, type of mattress, and target age group due to the competition from various brands. It is a market that sells a wide range of prices and distributes to several customer demographics. The high-quality mattresses are part of the price segment, and Fullerton is famous as it is the only one in Singapore. Both the offline and online channels are notable trends among local retailers. In addition, there is a trend to refresh by investing in new models and promoting a variety of discounts.
Simmons holds shares in the premium category of traditional mattresses, earning significant revenue in recent years. In terms of value, sales on beds have increased over the years. Also, there is an aging population between the ages of 40 and 65 years. They usually worry about durability and quiet sleep comfort. A brand adopted a middle-aged demographic who was able to pay by concentrating on spring mattresses, only delivering high-quality products to customers they believe in, in addition to leading them to work and product durability. The team, on the other hand, thinks it will offer a magic solution with a slow-dam mattress that they believe will help them fall asleep faster, not only in the third quarter of 2021 but also in the future. Marketing can be very successful with ownership. Marketing for the home range should focus on outreach with an emphasis on market sales and product analysis.
As digital men-friendly beds, a specific brand caters to Singapore’s younger generation. It provides facilities such as increased awareness, product analysis, notable online marketing, free home delivery service, and free-of-charge payment installment plans to customers. Another brand offers customers aged 25 to 34 a decision-oriented approach that focuses on scanning mainly offline retail centers. Other brands are made for first-income-grade upper families and are intended for high-quality mattress products. The advanced phone call will help conduct product analysis with the deep sleep primary, owner of the new unit. Plus, the team has extensive expertise in the manufacturing of tents and bedding and is currently transitioning from sleeping to memory foam mattresses in response to comfortable styles. Online services are related to marketing tools such as mattress guidance through a sleeping survey. Online promotion facilities are customizing the approach; let’s begin with advertising layouts. Market shares in the Great Pleasure segment range between $150 and $300.
Key Players and Market Share
In the following section, we discuss some of the most significant companies that operate in the Singapore mattress industry. Comfort Design has four established brands: BIA, Sleepnight, MaxCoil, and Kingsdown. Online and lifestyle furniture stores have become the exclusive selling channel for Sleepnight mattresses. Speedy-Tech Electronics has different market names, including Four Star and Magic Koil. The Four Star platinum product line represents the company’s highest-quality products. The Sea Horse stocks a selection of mattresses, pillows, and furniture in Singapore, Taiwan, China, Hong Kong, and Macau. Like its rivals, it has a full range of mattresses from lower-priced models to the high end. These market dynamics prompt competition among firms. Four Star and Magic Koil are fighting fiercely to capture numerous clients in a sluggish market. They have been investing in mass-scale marketing and leveraging their recliner and sofa business to increase their mattress market presence. Sea Horse and its marketing efforts to increase sales have targeted their talent on the lower-selling market segment. Mattress sales are lower in Singapore than in other markets. As a result, to recover from the slump, industry leaders are concentrating on bolstering their impact on this front. What remains, even as firms adapt to the industry dynamics, is the allure of discounts. Both successful and established firms offer heavily discounted mattresses to consumers in an effort to enhance their market share and client base.
Trends and Demographics
Several trends are conspicuous in the retailing of mattresses and bedding in Singapore. In regard to changing consumer demands, buyers are increasingly attracted to brands and retailers that engage in sustainable, responsible, and ethical business operations. As the Republic imprudently embraces consumerism, many buyers are also gravitating towards aspirational lifestyles that involve eco-friendly, health-conscious, and sustainable products and possessions, including mattresses and bedding. Indeed, the demand for mattresses crafted from organic materials does exist in Singapore. Purchasing decisions are also inescapably linked to the health consciousness of different demographics. Spending on complementary health was most popular among those aged 30 to 39, while the most affluent group of Singaporeans displayed the highest propensity to spend on such treatments as well. Trendy and health-conscious individuals do exist.
In the mattress industry, demographics play a crucial role in the processes of market segmentation and targeting. This is especially true in the promotion of discount rates, which are income-sensitive, strategic price reductions available to those with the desire to purchase. To form customer-centric ordering strategies, industry players must keep in mind and make adjustments for the micro-segmentation of particular generations and income groups, considering that each possesses diversifying purchasing intent. In an increasingly digital age, more and more Singaporeans are purchasing products online. This negates the relevance of discounting strategies used to liquidate stocks, especially for digital native players. Integration between online and offline realms, which is made possible through developments in technology, also enables yet another marketing ploy called ‘web-rooming’: the process that occurs when customers investigate and research products online before proceeding to make purchases and conduct transactions in physical stores. Instead of offering discounts to remove old stock, retailers can utilize ‘web-rooming’ to pair attractive discounts with home delivery. This approach combines the enjoyment of witnessing new furniture in a showroom with the ability to delve deeply into reviews and choices.
Types of Discount Mattresses
Most mattresses found in discount sales in Singapore can be broadly classified into three types: foam mattresses, innerspring mattresses, and hybrid mattresses. Foam mattresses offer good body-to-mattress support by molding to the body of the sleeper, motion isolation, and best suitability for people with allergies. Innerspring mattresses have steel coils for support and are generally more breathable, keeping the mattress cool. Hybrid mattresses are a mix of foam and innerspring mattresses and aim to provide better support and comfort.
Currently, foam mattresses are one of the most popular types, consisting of about half of the global mattress market. Foam mattresses have a higher market share compared to other types in several countries. A common way to sell a higher proportion of foam mattresses is by reaching out to the smaller market segment that suffers from back pain or discomfort, or those who are affected by the movements of their sleeping partners. In short, retailers may stock more foam mattresses if a higher percentage of consumer segments fall into these categories, as they are willing to pay a premium for a mattress with premium features. While it is difficult to estimate exact market proportions, this paper aims to reveal current market trends in discounted mattress sales.
Different types of discount mattresses possess unique marketability characteristics, which may have led to their respective categorizations. Varying consumer preferences will then lead to differences in the demand for each type of mattress. Based on these unique characteristics, one could infer the overall approximate percentage of innerspring, foam, or hybrid mattresses likely to be sold in a typical discount sale. Combined with the insights on possible peak mattress demand periods, this information can serve as a value add to retailers, aiding them in optimizing their mattress inventory and planning full-fledged marketing efforts. Taken together, data can provide an interesting heading for the next section: Competitive Prices vs. Product Types.
Foam Mattresses
Foam mattresses in Singapore’s mattress market have seen a growing contingent of foam mattresses as the answer to a peaceful and pain-free evening of sleep. Foam is a wonder material that has increased in popularity, not just in mattresses but also in furniture, within the past decade. When featured in more standard interiors such as sofa sets and bedsteads, foam has the property of being a substance with phenomenal pressure relief and dynamic isolation features. This has made such mattress subclasses a go-to, and seeking out worthy low-cost options is the answer for shoppers wanting the best of both worlds. The section is of interest to the low-income segment because it presents proper selections based on the limited spending options available in the market. Because foam mattresses are one of the most economically priced segments available, they are of growing importance as a sales target for future sales strategies.
Foam materials have several unique characteristics that cater to progressively distinct sections of mainstream society, starting with their affordability. The landscape for consumer goods and services has changed in Singapore, with potential customers taking a more cautious and comprehensive approach to their retail decisions. The low-cost segment is now targeted not just for individuals in the low-income range, but also for average citizens who want to save as much money as possible without overspending. Typically, foam mattresses come in two types, mainly Memory Foam and Latex Foam. The type of foam used in the mattress influences its consistency and effectiveness at cradling the body. Memory foam is constructed of polyurethane foam and is appropriate for sleepers’ various spinal positions and forms. Latex foam seems to be more durable and typically appears more colorful and bouncier than memory foam. Foam mattresses are much more economical compared to other styles such as spring and hybrid mattress classifications, and are popular with corporate sector workers. Consequently, sales promotions such as fairs, discounts, and other events, as well as partnerships with brands such as family events, housing contractors, and hotels can be pursued. The consumer goods industry is increasingly turning to e-commerce business models, with a growing number of businesses making internet-only sales. Because foam mattress price Singapore are much lower than various other mattress categories, they have become a buying sensation in both e-commerce markets.
Innerspring Mattresses
Innerspring mattresses have been known for over a century and have established themselves in the comfort goods industry. They have become so widely recognized as a “comfort product” that many users end up choosing innerspring mattresses for their guest rooms, adults, and even their kids. But not all users find them attractive. Innerspring mattress enthusiasts are drawn more to their build and their “historical” appeal compared to all the other mechanical backups and bonus features that are commonly seen in newer comfort goods. Currently, innerspring mattresses appeal to customers from a variety of consumer market segments, mainly couples purchasing their first mattress together and individuals who seek good support. A term that is used to describe mattresses that are perfectly specified for the desired purpose. These devoted consumers believe that if they want the comfort of a luxury mattress, they should have the exclusivity of sleeping in an advanced – and complex – piece of bedding. Only a contending innerspring mattress would offer the kind of support they expect – and hence, for the enthusiasts, the kind of support they deserve. Coil count takes the bulk of the tag price of this subset of innerspring mattresses. Way before it was promo-tagged, traditionally, innerspring mattresses have been categorized as such under the pounds of upholstery, quilting, stitching, and other insulating materials top and bottom that do not add to the feel of the innersprings themselves. A good portion of our recognized brands is supported by their innerspring expertise. Most of their marketing efforts are poured into their innerspring bedding, which is homogeneously priced and is expected to provide higher than average gross profit margins per unit sold. Official price lists are absent, meaning that all merchandise is discreetly priced. Sales specialists are trained to handle requests for samples by offering a semi-flexible marketing angle to address a wide array of customers.
Hybrid Mattresses
The evolution in mattress materials to now include the use of both foams and innerspring technology has helped the industry reach out to a wider consumer spectrum. Hybrid collections have been growing in popularity with the increased demand for more specialized mattress products. Commonly referred to as “heavenly comfortable” or “material to protect against dust mites,” hybrid mattresses have been very well received by consumers visiting the physical store areas. Retailers, who have a percentage of their product lines dedicated to hybrid mattresses, have acknowledged positive responses from consumers purchasing these beds. Innerspring technology is used to contribute to the durability and edge support of the bed, while the foam layers offer the customized comfort that a buyer often seeks.
One independent brand has even launched a new mattress solely offering hybrid options, reflecting the rising demands for this specific product. Hybrid mattresses tend to offer buyers several layers of memory foam or latex foam on top of the innerspring technology layer, offering more options to experience contour. There are also different configurations since the comfort layer can come as memory foam, latex foam, or even bonded foam, and the comfort layer can come as an exclusive plush layer or alongside pocketed springs for stronger support. Furthermore, hybrid mattresses offer an array of multiple constructions with materials and pocketed springs to cater to wider consumer preferences. These are structures that are built to target pocketed spring and hybrid mattress buyers since selling pocketed springs and hybrids are different in their selling elements. Since it currently makes up only a little percentage of pocketed springs contribution, and buyers are more inclined to buy pocketed springs compared to hybrids, retailers do not push buying hybrids. Pricing seems to be comparable to pocketed springs with slight premiumization, and retailers offering promotions tend to run so to attract potential buyers. Nonetheless, with the perceived value derived from promotions yet to have taken strong root, hybrids are currently not selling as well as pocketed springs are.
In conclusion, it is anticipated that hybrids will grow in importance in the future thanks to their added value. While it poses a threat to pocketed springs, the lower percentage contribution to the retail business means that there is no significant pressure to push this product.
Sales Channels and Marketing Strategies
Serving as the direct connection between sellers and consumers, a sales channel or distribution channel typically includes a distinct marketing strategy to attract its target customers. In the specialty segment, discount mattresses are sold through physical stores, warehouse showrooms, and the Internet. Despite having relative advantages and disadvantages, both online and offline channels play an essential role in selling discount mattresses. The benefits of e-commerce have not only contributed to the increase in customer reach and accessibility but have also helped attract more customers to mattress bargains in the alternative market involving promotions. The retail revolution started by e-commerce and fueled by digital technology has fundamentally changed how consumers research and purchase mattresses.
Stores have provided a wide range of low-priced items ranging from value-priced utility mattresses to branded discount mattresses. Although it is not easy to differentiate the items instantly to the price-conscious customer, they have time to select some preferred mattress models based on physical appearances. In addition, customers can often be lured by the savings potential in mattress costs. Nonetheless, they are required to pay the shipping costs out of their pockets. This chapter focuses on market strategies in different sales channels and examines how sales strategies can influence market performance. Stores and online warehouses are the two critical areas where marketers sell mattresses directly to consumers. Marketing strategies in the two markets are, however, different. Retailers offer contract mattresses to draw and keep customers, while warehouse showcase mattresses are heavily discounted and include value-added items at a minimum fee. The financing option has a positive effect in that it can enhance buyer satisfaction and willingness to repurchase for two or more mattresses. Customers also do not like the no-financing pricing option. Buyers have durable merchandise and tend to peruse through sales flyers and newspapers and visit showcase showrooms for their exclusivity. Moreover, certain mattresses are available only at showrooms of home goods retailers, enhancing the desire of showrooms for supply. The marketing mix and promotions are also more focused on e-commerce and showroom sales.
Online Platforms
This type of sales channel attracts a large number of customers to buy discount mattresses as it has a larger reach. This is because customers have access to a wide range of discount mattresses online but may only visit nearby locations in offline stores. With the increasing emphasis on the comfort of consumer goods, as well as the continuing maturity of e-commerce, the online discount mattress market is expected to grow even more. E-commerce is able to reach customers who previously had difficulty accessing or purchasing large discount mattresses. E-commerce is attended by people who, for convenience, avoid human interaction when making purchases, including avoiding aggressive salespersons. In addition, overheads for online storefronts are generally lower than those for owning actual estate. Online storefronts that exclusively sell discount mattresses are seen as giants for selling freezers to the people.
As a result, people who shop on online platforms tend to compare prices as well as product materials for satisfaction before making a purchasing decision. Ratings derived from existing product users’ feedback are the most helpful approach for determining what to buy in the short prevailing market. As internet purchasing becomes more favorable, so too does the number of retailers who rely on it. Therefore, a variety of firms engage in online marketing advertisements in order to attract more consumers and maintain their portion of the market. This may include providing discounts, free shipping, and cashback. Marketers often employ the use of digital media to retain rapport with clients by keeping the client informed, conveying straightforward product data, and being visually pleasing. Because dividends are less costly than print media marketing and television commercials, more of the budget can be directed towards a focused message. The target market is reinforced by the marketer, who can use image and impact to further drive the brand’s location during both this transition time and the weeks following the transformation. However, online shopping for discount mattresses is not without challenges, such as shipping. It is essential to provide buyers with an appealing summary of your advantages and services on the landing pages of your website. After all, advertising stimuli are typically comprised of a source and a material to be delivered. Topics could come in the form of a description of the unique features of discount mattresses sold, for example, zero percent interest in installments, minimum installments, and others.
Physical Stores and Warehouses
Traditional discount mattress sales are carried out in either showrooms or a warehouse, often both under a single roof. Warehouses receive delivered stock, store it in their warehouse alongside the facility for customers to walk in and browse. Showrooms may additionally keep a stock of demo or display mattresses, often on the floor to cut down on storage costs and to increase sales through floor tests. Despite the rise of e-commerce, consumers still appreciate the chance to test out the mattress for themselves. Adept service staff are also crucial in assisting customers through their mattress buying journey, helping to mitigate any buyers’ remorse from a bad purchase. This is more of a concern for discount mattress merchants, as their low pricing leads people to think that they are disposable. Creating a memorable in-store experience to continue delighting customers is also a challenge, beyond the commodity prices that the industry operates under. Brand loyalty in the furniture and mattresses sector requires a high and memorable shopping experience and has a direct and positive impact on loyalty, despite there being no price premium for their loyalty in the value mentality consumers display. Loss discounting in the mattress space is due to the massive value-for-money positioning, which must be approached carefully. One fear for retailers is devaluing their regular stocks if they simultaneously offer high quality and sharply priced goods at the same time. Retailers also must be careful not to push their high-spending customers too hard to purchase discounted stock at the possibility of higher-value purchases being forgone. Typically, for most sellers, the aspiration for repeat business with discount clientele is the ticket to maximizing long-term profitability. As a result, it is to the retailers’ advantage to maintain service, transparency, and constant to-be-expected quality for their lower-end purchases to maximize return business and generate a migration path for potential repeat customers to see what they are missing out on at affordable prices.
Promotions and Advertising
Promotions and advertising play crucial roles in the success of mattress sales. Multiple retailers make use of one or even a combination of promotional tactics to entice customers. Common promotions include: 1. Free gifts – Usually bundled, they can contribute to perceived discounts; 2. Percentage discount – Attractive as it is easier for customers to calculate discounts; 3. Seasonal promotion – Occurs during festive sales or holiday periods; 4. Financing or ‘buy now pay later’ promotions – Usually part of a larger promotion or specific to a brand; 5. Bundling promotions; 6. Birthday and/or similar promotions; 7. Trade-in promotions, which involve the insertion of the new range where the existing model is usually ‘traded in’ for a new one. Promotions vary in terms of objectives such as increasing sales, building store or brand traffic, increasing the average sale of the consumer, introducing new products, or even increasing or grabbing market share. Although a large number of customers ask for additional promotional offers, not all take advantage of them.
Given the emphasis on the cost of manufacturing amid the price-sensitive market, digital advertising enriched with content is an engaging tool that may provide educational value, differently resonating with how customers search for mattresses. Inclusive, effective advertising tools can assist in scattering a larger net of audiences, therefore contributing to a direct path from seeing online campaigns to visiting a showroom and buying from a brand or a retailer. The latter is generally known as last-click attribution, where the buyer journey ends with an internet search after seeing an advertisement. Retail branding, especially the steadfast presence of mattress sales in all advertising communication messages and delivery vehicles, such as in-store signage, packaging, social media posts, and press coverage, is vital because it makes advertising much more effective. These are based on three main rationales: price is a trigger for customers to begin a mattress sales journey, customers forget or might not take any notice of the brand associated with the offer, and pricing is linked to brand premium and loss of pricing confidence. Therefore, if a specific retailer or brand does not effectively communicate its promotional message, it may lead to a loss of trust and/or sales. This requires the detangling of the brand and promotional messages in a joint marketing communication strategy.
Attractive branding is also pertinent for social media campaigns, including partnership formations with influencers, bloggers, or other retail brands, as it fuels organic and word-of-mouth social sharing of the paid promotional content. By also involving celebrities, social media engages in the seeding of long-term brand recognition and trust. Consumers, especially when buying or looking at big-ticket or relevant product launches, are looking out for what others are saying about the product and/or brand, as well as scrutinizing a brand’s personality. It is a vast signaling and engaging tool deflecting negative culture as well as signaling community establishment. The success of such influencer partnerships or celebrity events is measured on the basis of post-engagement, web traffic, general inquiries, and sales generation. When researching or observing how consumers are making social media decisions or impressions about shops or shopping behaviors, a plethora of visual cues and content-associated conversations can be seen.
Consumer Behavior and Preferences
Consumers with low purchasing power place greater importance than high-income earners on the price of products and services. Price-sensitive shoppers respond more to a price reduction than wealthier shoppers when buying a product. Brand loyalty has an inverse relationship with price sensitivity, and shoppers with little or no brand loyalty are more price-sensitive than loyal brand customers. Customer purchasing behavior varies with age and educational level. Product features matter when shoppers make repeat mattress purchases. Consumers are affected by product-specific factors such as the level of comfort they derive from an item. Age is a demographic factor that underlines distinct preferences for mattress firmness. Younger consumers prefer more levels of firmness, whereas older individuals with lower purchasing power prefer a softer mattress. Consumers’ pre-purchase experience is determined, at least partially, by the product details deployment strategy of retailers or manufacturers. Aids like online reviews and testimonials and recommendation systems can help consumers in their pre-purchase experiences. Customer satisfaction has a direct connection with repeat purchasing intention levels. There is no significant difference in the level of satisfaction repeat customers derive from a particular firm versus that of new customers. Consumers also tend to repeat purchases when the post-purchase experience of new mattresses meets their expectations. However, post-purchase disconfirmation levels exert no significant influence on repeat buying intention of customers.
Factors Influencing Purchase Decisions
Price is by far the most significant factor in the purchase decision. There are many reasons that led to my conclusion. First, the expected service duration coupled with the low price of mattress forces consumers to buy at affordable prices. Second, consumers are price sensitive; thus, they inquire about the price of the mattress and silently walk away. Third, emphasis is given to price, less so on product features, and finally, perennial price-off promotions have enhanced consumer belief that one could purchase an expensive and good quality mattress at a cheaper price eventually. Suffice to say, pricing, coupled with perceived product worth and affordability, has a substantial influence on the choice of a mattress. Likely, an aggressive pricing strategy may conflict with developing emotional benefits of enjoyable shopping experiences for consumers. Customized mattresses, leading manufacturers, good brands, and an established name more often inspire confidence among consumers, leading to a quick sale.
Consumers do not disregard professional advice from knowledgeable sales staff, badges, or certifications from retailers’ associations because they have already set their sights on a good deal from the sale. They expect to purchase branded mattresses at an affordable price, cheaper than the selling price, without the need for negotiation or haggling. Retailers have to be in constant touch and plug into consumer psychology, as evidenced by the various dissertations on consumer behavior in the marketing literature. To comprehend consumers’ purchase decision-making, a mix of various factors such as price, product features, and brand familiarity must be studied on an interactive basis. Collectively, these factors will determine consumers’ attitudes and behavioral tolerance toward the attributes and emotions of others. In addition to their interactive analysis, regular updates and inputs must also be examined as to how they apply to consumer behavior in the dynamic external environment, such as economic upturns and downturns, and desperate competitors trying to win consumers’ wallets, even if the retail experience is unentertaining or unresponsive to consumers.
Customer Reviews and Satisfaction
It is critical to understand how satisfaction and customer reviews can influence consumer perceptions of the quality of a discount mattress sale. After all, prospective buyers are likely to utilize this information when making their purchasing decisions. There is substantial evidence that social proof, which crystallizes under the right conditions to create customer reviews, results in stronger consumer purchasing decisions and therefore reduces perceived risk. In the mattress industry too, positive reviews contribute to the greater sales of mattresses.
Many studies have been conducted on the relationship between satisfaction and customer loyalty. Notably, satisfaction is expressed as a product of a pre-purchase expectation and a perceived performance, and it is also contended that expressions of dissatisfaction strongly correlate with lower customer brand loyalty. Furthermore, a customer may encounter positive or negative experiences that occur after the purchase of a product. These experiences are then either confirmed or disconfirmed to enrich or diminish a customer’s satisfaction with their purchase. Understanding the impact of customer reviews on consumer trust in mattress retailers and their business practices is of unparalleled importance, as it can lead to the nurturing and growth of a loyal consumer base that is less likely to be influenced by their competitors. This understanding can also enable them to design mechanisms to obtain customer feedback on a more regular basis, and analysts can then draw upon this directly to outline firm and industry practices that lead to increased consumer interest.
