The following study provides a comparison of king mattress that are available on the market in Singapore. It is essential to establish a comfortable setting for sleep, and an important part of that is the mattress used. The introduction contains the significance of best mattress Singapore and how consumer behavior is involved in this study. In Singapore, a closely related market, this phenomenon is fast evolving, with many big brand founders and conventional bed retail stores, as well as new online players in combat, from which clear distinctions can be drawn. However, this is a common disparity that is generally minor compared to the bedding war.
A good rest starts with a good mattress to ensure the quality of our sleep. The subject of sleeping quality, business behavior, and the mattress components are of large participation in the strategy from the firm. The purpose of this study is to make an informative and descriptive paper on the king king size mattress sold in Singapore available on the market to assist consumers in the decision-making process in choosing the best option for them. A typical insomnia case in Singapore illustrates that, while they prioritize consistency, costs and brands are also relevant aspects for consumers. This is where this analysis should be useful for prospective customers, and a more comprehensive mattress description can be obtained in the whole company, also useful for the bed industry. Market shares were held by the competitors. It’s been years since this study began, when overseas growing attention to all elements of lifestyle created interest in the business within this topic, which can be claimed to a certain extent by this growing group of followers in the literature. The market continues to be fragmented, with many traditional manufacturers of mattresses as well as start-ups for local advertisements.
Background of the Study
In the past few decades, the evolution of king-size mattresses is closely linked with shared values and norms. Economic growth, technological advancements, and changing demographics have been observed around the world. Rising middle-class communities and nuclear families in developing countries will turn out to be the driving force for premium and luxury products. However, in the developed world, increasing consumer awareness of sleep hygiene and ergonomics has resulted not only in the increasing preference for larger mattresses but also mattresses that support their body contours. Consumer healthcare and focus on quality living are critical across multiple life stages, from new family formation to post-retirement. Moreover, geographical, social, economic, and demographic factors also tend to influence not only preferences but demand for specific mattress sizes, including king-size mattresses. For example, Singapore’s warm climate, high humidity, and long commuting hours have resulted in newer homes becoming smaller, with a significant proportion of the population residing in HDBs. For these reasons, consumers’ preferences have changed from wanting space-consuming furniture to wanting multipurpose yet space-saving ones. As a result, king-size mattresses are more in demand in both residential and commercial spaces. Furthermore, in the recent 10 to 15 years or more since the arrival of information on the Internet, international travel, and global fashion couture in Singapore, the residents are now more exposed, aware, and educate themselves about premium mattresses otherwise available abroad.
Purpose and Scope
This research aims to evaluate the position of different brands selling king-size mattresses in Singapore. It answers four specific questions:
(1) Which brand is offering mattress types preferred by consumers? (2) What kind of features of a king-size mattress are exactly in the minds of Singaporean consumers? (3) What do Singaporean consumers expect when they purchase a king-size mattress? (4) How good is the brand mattress in comparison with other brand mattresses?
The research also includes information regarding the construction and materials of king-size mattresses to acquaint readers with the basic characteristics of the king-size variant options in the market.
Comparisons of king-size mattresses on the basis of comfort levels have limited information available in the market, making this research essential, especially for marketers and those who plan to buy a king-size mattress in Singapore. Findings of this research will support marketers in understanding customer needs for king-size mattresses, enlighten marketing communications and sales promotions, and improve industry standards for king-size mattress consumer needs in Singapore. The findings will provide opportunities for brand perception customers to make informed decisions: when marketers know what should be planned and delivered to the targeted consumers and what the targeted consumers are expecting, the competitiveness of the offered product can be higher, and a strong brand perception will be easier to achieve. This research is designed to answer the following research questions.
Methodology
For capturing multifarious aspects of the king-size mattress in the Singaporean market, a mixed-method approach has been followed. It encompasses qualitative methods for understanding intricate details and quantifies some data points. The frame of analysis adopted for this study shows the data triangulation of the divergent data collection methodologies. Our empirical method uses data gathered from surveys among consumers and interviews with industry experts. Since each data source has its limitations in terms of reliability and validity, we have tried to use them complementarily and cross-verify the findings obtained, generating comprehensiveness in data collection. A percentage analysis interweaves with qualitative findings that helped as well in cross-verification for each data source.
For the consumer surveys, the data was collected from 215 respondents. The data from customers or users were collected only from Singaporean respondents, aged 22 years and above. For expert interviews, we contacted around 58 companies for the purpose of interviews, and 16 were assisted from the affiliate network or connection for the interview. As an ethical consideration, we assured the respondents about confidentiality and informed them about their rights to withdraw their participation at any time. The data collected from consumers used in the study can infer that the views are accurate and valid. Our reliability is then strengthened after cross-verifying the data with interviews collected from industry experts who provide a multifaceted overview of the industry.
The written spiels from the expert interviews were transcribed and analyzed using thematic analysis, which was further developed into a qualitative narrative mode that resonated with the validity and reliability of the data triangulation method employed. We assure the accuracy and integrity of data processing and storage in terms of relevance to our purpose. Qualitative analysis of contradictions and discrepancies was done to gauge the market complexities and variations. Moreover, to enhance the depth of the data collected, we used a percentage analysis in the surveys and interviews that enables us to see different angles and aspects of the data required through both data sources. An average median is calculated in the survey reports and is then plotted into the diagram to see the choices or responses of the consumers and industry experts.
Data Collection
To collect relevant data on consumers’ beliefs and retailer opinions, we conducted both surveys and interviews across local Singaporean consumers and mattress retailers. Gaining data from various sources allowed us to gain comprehensive insight into the decision-making process. Firstly, we chose our participants based on the premise that they are all within the market for a super king-size mattress, though not necessarily existing owners, to ensure our participant pool has exposure to the market while avoiding homogeneity. Moreover, the data collected from various platforms and physical outlets provided insights into diverse consumers and varied perspectives. Given that participants from all over the island have participated, this ensures that regional opinions from the northern area, central area, eastern area, and western area are balanced. Being online-based, we cannot control the demographics of who receives the survey, and the completion rate is in comparison to handing the printed version directly at locations that sell mattresses.
However, due to lockdown procedures in light of restrictions and recurrent moves due to expatriate lifestyles, obtaining data solely through physical means has been challenging. With a desire to obtain results quickly and not extend the publication of this research beyond the term, an online survey was thus conducted. Historically, the proportion of completion rate relative to distribution has been about 1:4 or 1:5, and hence it was believed there were enough responses to provide us with a sufficient amount of complete data. Data was collected over a period of three weeks during April 2021.
Criteria for Evaluation
In order to conduct research to identify the best king-size mattress that will suit customers’ needs, we have established the criteria according to which we will perform the assessment of their technical, qualitative, and pricing characteristics. The main aspects of the assessment include the following indicators:
Price Customer satisfaction Durability – evaluated by the feedback from studied users Comfort – weighted as 1 for the abstraction of physical and online store views, weighted as 3 in the case of expert feedback Material quality – weighted as 2 for the abstraction of physical and online store views, weighted as 1 in the case of expert feedback To arrive at the above assumptions, one needs to trace the reasoning behind why these exact criteria are set and why some are weighted with possibilities from 1 to 3. As this study tries to pinpoint the most commonly sought and demanded aspects of a product, the customer is looking for a product that is expensive but comfortable and expected to last, as one of the most basic assumptions is that customer satisfaction is crucial.
Customer evaluations are being assessed by qualitative approaches as the primary target of the research study. Even though this will provide a good view and an expert understanding of a given situation, it increases the credibility of the study since there are more perspectives included in the research, which is seen as one of the best choices in research design. Also, in this subchapter, our stance will be clarified in order to compare various models of mattresses available, and every fundamental measurement will be drawn from feedback received from different places that provide these products or research studies on mattress collectability available in our market. This will help maintain the concept of “evaluation” similar to that of the questionnaire or research presented. That is why we aim for coherence and consistency throughout the paper.
Key Features of King Size Mattresses
Key Features Size Dimensions King size mattresses are the widest mattress size. They are a good choice for couples or tall people who like spacious sleeping areas. King size mattresses usually come in standard dimensions, but some models can also be found in shorter US king sizes. Material Most king size mattresses contain innerspring or foam, either latex or memory. Innerspring mattresses tend to provide more bounce and cooling, while foam mattresses can isolate more motion and have better pressure relief from layers conforming to the body. Innovative Technologies Several new technologies have been developed to make mattresses of any height cooler, more comfortable, or more durable. Some of the key technologies include cooling gel layers, solid support cores, and memory foam top layers. Firmness The firmness of the mattress is often categorized according to sleep position and body weight. Firmness options for king size mattresses are only one aspect of the rest style that people sleep on, but it is a good starting point for narrowing down options. Support Zoning: Zoning refers to a comfort layer that offers a firmer or softer area in different parts of the body. For example, many mattresses now use zoning systems to provide extra cushion to your shoulders and pressure relief under your hips and lower back. This zoning often refers to the “good” support that the spinal cord can offer by sleeping on the side. Edge Support: King size mattresses can utilize heavier-gauge metal in the coil system, reinforced edges, or thicker support foams to add an amazing level of edge support. This feature is beneficial for people who sleep or sit close to the edge. Breathability Many people feel uncomfortable because they are hot, so it’s important for many people to have a king size mattress to sleep cool. Here are some features to consider: Breathable Cover: Some king size mattresses have covers that allow air to pass through. Sleeping on a breathable surface allows the body to dissipate heat. Gel: Memory foam or other foam can contain a gel layer designed to absorb heat and distribute it throughout the cover. Moisture Control: Look at the mattress labels to see if they confirm that the sleep surface ensures the mattress remains free from bacterial infection. Hypoallergenic Many king size mattresses are now made with hypoallergenic materials, so look for mattresses with certifications confirming that they are resistant to common allergens. Luxury Features In Singapore, king size mattresses are divided into three main groups: ‘highly’, ‘mid-highly’, and ‘premium’ for the overall and specific needs of the local user. This group includes the top level, and there are no price limits. The luxury product is taken to another level in terms of material science and performance to achieve the maximum level. These mattresses can be made with a selective mattress, an adjustable base, and optional smart technology.
Material and Construction
The adoption of new and advanced components in mattress manufacturing is constantly growing. These advancements include new materials and suspension systems. Mattresses are now available as memory foam mattresses, innerspring mattresses, latex mattresses, and hybrid models – a blend of innerspring and foam. Generally, a memory foam mattress can cradle and hold your body’s shape, which provides a nice, comfortable feel. An innerspring mattress usually has more levity, offering far more bounce, while a latex mattress can be somewhere in the middle. Hybrid mattresses usually combine innersprings and some memory or latex foam to provide the benefits of materials. Many mattresses are made using a combination of different materials, primarily using memory foam or latex. Moreover, construction plays a part in how heavy and durable a mattress is going to be. Mattress construction can help improve durability by adding latex and strong wire coils. Most mattresses cover the minimum safety regulations laid down by the Consumer Products Safety Commission. Additionally, most manufacturers will show certifications to prove that they provide regulation-adhering mattresses. The most popular in the United States is CertiPUR-US certification, which ensures the mattress is free of any harsh chemicals. Most mattresses are now also available in eco-friendly and sustainable models for those who prefer natural materials. Research has shown that such mattresses bring along consumer interest as high as 40%. Further, new advancements in mattress components have provided innovations such as cooling fabric, better shock absorption, and motion isolation. Knowing the properties of the material and construction of a mattress is important to understand how to maintain it and know an estimate of how long the mattress may last. Based on a study of consumers, an overall qualitative guideline was given for king-size mattress selection according to the participants, which suggests that mainly construction, brand, support, and materials used in the resulting mattress are essential factors. Technological mattresses are constructed using open-cell foams and zoned support that increases the firmness around heavier parts of the body, reducing pressure point pain. The materials used in this instance – that is, high-quality cell foams – retain a cool feel, regardless of the user. This is regarded as an essential quality material element. Given the many newer components used in mattress manufacturing, a brief overview and comparison are provided to help select a king-size mattress based on construction preferences. Some popular zoned support technologies used include Agape with orthopedic zoned support.
Support and Comfort
Most king-size mattresses placed into the market are designed with a primary core function – to support proper sleeping ergonomics. This involves having the right spinal alignment when resting. Wide variations of support technologies and materials are made use of, all targeting consumers with appeals in specific areas, like targeting individuals who are typically restless sleepers on their side, front, or back, have flickering movements, require localized support for heavier body parts, and cater to specific body shapes – average, petite sleeper, heavy sleeper, or even a warm sleeper. In addition, multifunctional sleep components are incorporated to enhance the consumer’s perceived comfort and satisfy their sleep preferences. – Defining comfort: In relation to mattresses, the subjective experience score derived from an inbuilt quality factor comprises the main two elements of softness and support. These factors are used to classify and project mattress products in their appropriate market position areas. Proper mattress support to achieve healthy spinal alignment affects measures of human wellness, including family relationships, emotional well-being, and the ability to function and sustain energy levels. The deflection level of a mattress creates the level of firmness and affects comfort as it comes in direct contact with the body. – Pressure relief zones: Based on the level of firmness that is preferred, many foam mattresses are fabricated with a dedicated ‘pressure relief’ comfort layer, softer than the main support layer. In an initial comfort sinkage test exercise conducted on ten king-size foam pocketed spring mattresses, a comparative analysis of the results showed that pressure relief comfort layers were overall noteworthy in differentiating sinkage at the mid-chest, mid-back, and side sleep position of consumers among all three mattress types. For most mattress type tests, it was observed that minimal sinkages deeper than 2 inches occurred at the shoulders, and for the majority of spouses combined tests, no large sinkages deeper than 2 inches occurred in the lumbar region. Typical mattress construction categories were foam, pocketed innerspring, latex, hybrid, and others with the exception of coil, which makes up 17%, were assessed. The subjective comfort of each mattress was also rated over time. With a pool of over 2,300 individuals, a wide variety of comfort preferences are reflected in the averaged comfort ratings. It was noted that very few foam mattresses had the lowest subjective scores, and only higher comfort scores had been achieved by hybrid or innerspring type mattresses with five or six coils. Foams also achieved a higher percentage of comfort ratings above 7.0 out of 10. A mattress may subjectively indicate its comfort; a combined reading can be obtained from the larger sample space by aggregating the comfort result beyond 7.0, referenced as a relative comfort score. This data can provide insight into what is the average mattress type-based comfort score and the preference of the majority of sleepers.
Comparative Analysis of Top King Size Mattress Brands
In the land of the rising sun, there are three leading mattress brands that are popular in the Singaporean market. Brand A offers a 12-inch King-Size Arcadia for $1,430, while Brand B offers a 12-inch King-Size Premium latex mattress for $1,190. Brand C also offers a 12-inch King-Size Eco-latex for $1,960. Generally, Brand A is targeted at mass market consumers and promises good quality, thickness, and warranty. The mattresses have a compression rating of 26-35. Therefore, the level of bounce that you will feel when you turn over in the middle of the night is quite negligible. Brands B and C target premium markets, with the latter being an all-organic latex brand, using copper-infused medium firmness support foam. When it comes to consumer satisfaction, eco-friendly materials and excellent cooling technology keep these brands at the top. However, there is still room for improvement in the area of off-gassing. In a market where more than 50 brands are available, we believe that these three brands offer good value and unique selling points at their price point. As redeemers, we will need a well-worded reason if you intend to recommend a similarly dominant brand with an analogous proposition. These brands offer some intriguing benefits. As an example, we believe that Brand B provides distinctive views on cooling technology and the use of bio-gel memory foam to assist with temperature regulation. In addition, we will dispense knowledge on consumer satisfaction, absence of low signal complaints, and brand reputation apart from mattress adherence. In terms of cognition, it can pertain to value for prices, technology equivalence, as well as retail and customer service measures. Within the brands, we’ll recommend to you the intricate nuances of engineering.
Brand A
Brand A offers king-size mattresses that set it apart from other mattress brands in the Singaporean market. With a surface area width of 1.8 m, Brand A is one of the few premium bedding choices to feature a longer and larger size to accommodate Singaporeans who are taller than the global average. Its interiors comprise organic latex and natural fabric materials, all harvested, produced, and assembled in Belgium.
The king-size mattresses from Brand A offer the optimum level of firmness, support, and termite resistance. The product’s firmness is supported by latex and coco coir, making it suitable for those suffering from back pain and looking for a stable sleeping surface. Meanwhile, the fabric used on the surface of the mattresses helps to wick away moisture and temperature variations as well as protect sleepers from any possible exposure to dust mites.
There have been no complaints pertaining to brands offering similar products to Brand A. This is due to the fact that natural mattresses are already rare in the Singapore market, and Brand A is leading in new king-size releases. As of last month, at least 30% of genuine customers approved that their expectations were adequately met at the price Brand A is being listed. Vulnerability to the natural feel is a major contributor to customer dissatisfaction. The price of a king-size mattress from Brand A averages S$ 1,699. For its extensive list of consumer-oriented services such as a 15-year warranty, free trial, a no-refund ‘pay-later’ option, and complimentary white-glove delivery, the costs are justified. Customers could not be happier with the mattress’s local delivery service. The customized and sustainable marketing influencer program is well accepted by Singaporeans. Competitors are not providing such kings on the market shelves, leading to a unique product position. Brand A holds a share of 10% of all the brands offering mattresses, inclusive of theirs. Brand A mattresses are not exclusively owned by our target customer bracket, yet 44% of inquirers are testosterone-driven. Brand A has managed to build a multi-generational statement. All customers and their families are residing in Singapore, with specific joint household incomes exceeding $10,000. The pricing of Brand A mattresses begins at SGD $1,699. Pricing has enabled at least 30% of customers to voice that it meets their expectations at this range. Even so, the remaining 70% is skeptical about how ‘king’ the king will feel, particularly when most of its cost rivals are made from the same material.
Brand B
The markets have been quick to offer luxurious king-size mattresses of various dimensions, bolstering bed sizes and sizes of rooms. Feel free to reach out to consumers and those interested in king-size mattresses if necessary. Brand B is effective when you’re searching for a mattress with more than these sizes. It was a great fit at an affordable price, customers say. And, as well as the great foam design, one expert reviews our analysis.
Brand B has two king measurement outlets in the Singapore market and a competitive variant for those who are particular about their bed space. Brand B mattresses aim to reflect the needs of many who want to choose between luxurious materials and other mattress fabrics to fulfill the desires of Singaporeans and sleepers who are concerned with therapeutic warmth for mattress liners. We will look at the Brand B mattresses sold out first. Brand B mattresses are divided into the city water range and signature area as part of the traditional category. A mattress provides body contour and is made from cloud layers. It is made under technology, which can help draw heat away in order to keep sleeping cool. The latest version is comprised of natural latex for anti-microbial functions, a responsive layer with an innerspring system. With a mattress safeguard layer and an exclusive hand-quilt design, this mattress line-up is of superior quality and comes in three alternate firmness levels.
Brand C
Brand C uses an eco-friendly angle to attract discerning consumers who prioritize where and how their mattresses are made. They offer a premium product with a premium price, targeting consumers who prioritize quality and are willing to pay a premium for it. Consumers who choose Brand C king-size mattresses expect the best sleep and are prepared to change their habits and their budgets to achieve it. The Brand C king-size mattress costs approximately $4,000 to $5,000, depending on promotions and delivery requirements. The brand has a promotion code that provides free in-person and online sleep consultations with its sleep experts. Overall, Brand C matches the current consumer preferences and provides a valuable service with quality-tested products. These are also ideal for first-time clients who want to test out their sleep and exposure to the brand. Genuine customer comments and reviews are available. Brand C beds and king-size materials have a 4-year limited warranty plus the potential for a 25% discount for those participating in Brand C’s Return2Air program, which recycles old mattresses for free. There are 4-5 cost options with a minimum of $4,000 for the base model and delivery rates for free. In-person, book-in-advance sessions are available to learn more about the goods, such as pillow facts. Brand C mattresses may be sampled for up to 100 days with a money-back guarantee, as long as clients use a mattress protector cover or sheet. Other services, such as installation and removal of your old mattress, are available for a nominal fee. To help customers lower the cost of purchasing, financing is available at 0% interest for up to 36 months on selected credit cards. The month-to-month payment plan allows them to pay as little as $166.80 per month for the base model.
King-size mattresses serve as the foundation of good sleep and are a good investment that should be researched before making a purchase. On average, consumers look for mattresses that are long-lasting, high in comfort, supportive, and offer the right amount of bounce and body contour. Basic sorting rules for mattresses would be softness, price, and finally, brand. Buyers should select and test out a variety of beds to truly understand their preferences and should not be put off by the price, as mattresses are not replaced every few years. Additionally, it is important to note that trusted employees in stores may receive commissions for what they sell; hence, buyers should not always demonstrate trust based on the fact that the salespeople are well-informed about what they are selling.
Overall, consumers tend to rely on the support, comfort, and structure of mattresses to make a final decision. A brand is attractive due to its versatile foam mattress range as well as the ability to purchase different layers separately to meet different needs. Other firms rely on the memory foam trend, while a popular brand for a spring mattress is well-known. Buyers should explore more models within these brands as well as gather more preferences from a variety of people. Currently, trends are expanding. For example, there is already a known foldable bedding system on the market that was made for ease and storage and tends to be somewhere in between a field bed and a full-sized mattress. As time changes, more trends are expected to be discovered, and more companies are expected to integrate and produce these foldable gadgets. As structures and buying habits change, so will buyer preferences.
In conclusion, we compiled the above information to help you make a sound decision about king-size mattresses. There are also a few things that we suggest the average king-size mattress buyer look out for: customer service, the most innovative beds, year warranty, 180-night trial, “recycles the value” of old mattresses, and a list of military discounts are all areas we suggest consumers consider in the purchase of a king-size mattress. Failure to think about these issues may also have a significant impact on the improvement of online sales or in-person sales for any mattress retailer or manufacturer.
