Kaplan MBA404: Consumer Behavior - Mattress Survey and Analysis Report

This report presents an analysis of a consumer behavior survey conducted on mattress preferences. The study investigates various aspects of consumer behavior, including age, income levels, and the influence of different information sources on purchasing decisions. The report details the methodology, which involved an online survey using SurveyMonkey, and analyzes data from 10 respondents. Key findings reveal insights into the demographics of mattress buyers, their income brackets, the impact of word-of-mouth and advertising, price sensitivity, brand preferences (Kurlon, Sleepwell, Spring Air, and Kingsdown), comfort levels, and usage frequency. The analysis also examines the suitability of mattresses for health and the factors driving consumer decisions. The report concludes by summarizing the crucial findings derived from the survey data and their implications for marketing strategies.

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Contents
Introduction...........................................................................................................................................3
Purpose..................................................................................................................................................3
Development of appropriate instrument................................................................................................4
Administration process..........................................................................................................................4
Data Analytics.......................................................................................................................................5
Crucial findings.....................................................................................................................................6
References...........................................................................................................................................15

Introduction
The report will examine the consumer buying behaviour through conducting a survey on
mattress. The report will critically examine and understand the other driving forces of
attitudes, culture, family, lifestyle, and group motivation. The main objective of survey is to
examine the preferences of mattresses by the people by conducting a survey (Saeidi et al.,
2015). The report will undertake to analyse different heads including the purpose of report,
development of survey will be conducted, which data from the derived graph depicts, how it
is related to findings, and administration process (Saeidi et al., 2015).
The process of behavioural model under the consumer purchasing behaviour, which is the
sum of preferences, intention, decisions, and attitude for product and service. The study of the
buying behaviour of customers include social disciplines, sociology, economies, and
anthropology. The format and process includes the finding of the problem, information
searching, evaluation and analysis, purchase and post purchase evaluation and examination.
With the first step, a customer realises that one cannot fulfil the wants and needs with the
available things she has. After this step, there is a source of searching of the information
where it gathers data, which is relevant to how can one solve the problem (Sangroya, and
Nayak, 2017).
Purpose
The main aim of the report is to examine, and assess the elements of customer marketing and
which factor drive forces by inducing the behaviour of people. Buying behaviour is always
affected by customer`s psychology. A customer underwent a thinking procedure, which can
affect the purchasing decision of the customers. This behaviour is the sum of consumer`s
intention, decision, and preferences in regards to consumer`s behaviour at the marketplace
while buying goods and services. This study will draw upon social disciplines of psychology,

sociology, anthropology, and economics (Hussain, Nasser, and Hussain, 2015). This follows
a particular structured process where first step is the finding and recognising the issue. Within
the step, a consumer realises that whether he or she fulfils his/her needs and wants. For
example- When a person is not comfortable with the sleeping and sitting on floor then it came
up to solve the problem through mechanism to fix it (Hussain, Nasser, and Hussain, 2015).
The invention of mattress took place. Some of the crucial factors that are considered in the
decision processes affecting the driving processes to purchase the products are age group,
lifestyle, preferences, and the demographics affecting the driving forces (Hussain, Nasser,
and Hussain, 2015).
Development of appropriate instrument
As a basis if data, the report is prepared on the behalf and usage of primary collection of data
under the guidance of our professor. The professor of the university suggests us to use money
survey, which is a best tool and way to collect the responses from the random people so that
there can be a fair evaluation of the results and the customer psychology (Kasiri, Cheng,
Sambasivan, and Sidin, 2017). It is an online method, which is being developed by the cloud-
based software founded in 1999. Survey Monkey offers large-scale operations varieties for
the organisation in the data analytics, biased elimination, and also the data representation
tool, which has 600,000 payers and users in more than 190 countries (Kasiri, Cheng,
Sambasivan, and Sidin, 2017).
Administration process
It is important to note that there are several number of processors, which will include support
activities of matresses including accounting, human resources, and finance (Biswas, and Roy,
2015). To have a glimpse and overview of perception of the consumers by evaluating and
undertaking the response of 10 respondents, in order to determine the preferences of people

for the matresses. We conduct survey, which is an unbiased approach for the decision-
making. They do not rely only getting feelings because it is important to have written and
strong base of customer needs for decision making in business (Biswas, and Roy, 2015).
Data Analytics
With a purpose to imply clear and deep understanding of the psychology of the consumers,
this report uses a tool and technique named “Questionnaire,” which is an important tool to
examine and analyse data. The questionnaire has ten questions, which are constructed to ask
several questions for decision-making. Here is the analysis of each question, first question is
regarding the age specification, second refers to the level of income by marking the
specification regarding the income level, third question belong to the source, which has
actually influenced a person to buy the mattress (Pappas, 2016). Fourth, question leads to the
prices on which mattress purchase is determined, and fifth question belongs to the feeling
through which purchasing mattress can be comfortable. Sixth question belongs to the
duration of usage of same matresses according to time. Further, there is an brand
specification for matresses, which prefer the products as per the product category, the brand
inclusions are Kurlon, Spring Air, Kingsdown, and the original mattress (Pappas, 2016).
Eighth question refers to the comfort zone either availed by the matresses or not provided by
matresses. Ninth question is related to the usage of matresses in a day, which determine the
frequency (Pappas, 2016). Last question will determine the suitability of the matresses to the
health in regards do they because any type of pain?

Crucial findings
(Source: Survey monkey, 2019)
From the above table given regarding the age specification, it can be seen that there are total
10 respondents out of which 90 percent of the respondents are under 35. Moreover, people
who are under 35-75 population are 10 percent. This determines out of the total respondents
nine people are under 35 and 1 person is above 35 but below 75.

(Source: Survey monkey, 2019)
From the graphical representation give above, it is seen that as per the second question
income level has been categorised under three categories including people earning under
15000 dollars, people earning between 30000 dollars to $49999, in between $50000 to
$74999, and at the end, here is the category which is between $100000 to $150000.
According to the table, among total 10 respondents, there are five people who are earns
$15000, two of them earns between $30000 to $499999 and finally 3 people earns between
$100000 and $150000.

(Source: Survey monkey, 2019)
From the above discussion, it is seen that there is always an informative source, which
influence the purchasing behaviour of matresses. The organisation gets benefit of word of
mouth, which will include friends, FM radio, and Newspaper. Among the total 10
respondents, 50 percent of them perceived to purchase mattress through friends, 40 percent of
total respondents are influenced by Newspaper advertisements, and 10 percent of the total
respondents perceived it from the FM radio. According to the use, a person gets influence
through Maslow hierarchy of needs such as self-actualisation, basic needs, esteem needs,
love, and belongingness. In regards to the achievement, it is seen that a person must
experience good reviews and perception (Fatima, and Lodhi, 2015).

(Source: Survey monkey, 2019)
From the discussion given above, it is seen that every person depends on the price and value
whether it is worth to buy on the price given or not. On what price, you will actually prefer to
purchase the matresses in the determination of whether a person lie under $400 to $500, $500
to $1000 and from $1000 to $1200. 70 percent of the people would prefer it to buy on $400-
$500, 10 percent of people would prefer to buy it between $1000-$1200.

(Source: Survey monkey, 2019)
From the above given graphical representation, it is seen that 40 percent of the people who
buy matresses are very satisfied, 40 percent of total respondents are satisfied, 10 percent of
total respondents are dissatisfied, and at last 10 percent of people who has been using
matresses are extremely dissatisfied (Biswas, and Roy, 2015).

(Source: Survey monkey, 2019)
From the discussion conducted above, it is seen that how often a person uses the same
mattress. 30 percent of the total respondents are using the same mattress in less than 2 years.
50 percent of the total respondents are using the same matresses for 2 to 4 years and there are
no people who uses their matresses for 4 to 6 years. Moreover, 20 percent of the people use
the same matresses for more than 6 years.

(Source: Survey monkey, 2019)
From the discussion, it can be seen that from graph that certain customer would prefer to buy
a particular brands. Here is the selection of each brand of matresses, as 30 percent of total
respondents uses Kurlon, 40 percent of respondents uses Sleepwell, 20 percent of respondents
use spring Air, and 10 percent of total respondent uses kingsdown (Survey monkey, 2019).
There are more competitors which are being used by any consumer such as Original
Matresses Factory.