German consumers perceptions

1
German consumers perceptions expectations
towards mattresses

• Overview of the results - June, 2007
• Prepared by Christophe Vergult, Senior
  consultant, InSitesConsulting
• Angie Deceuninck, Project Manager, InSites
  Consulting
• Matthias Dusselier, Consultant, InSites
  Consulting

2
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

3
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

4
Methodology Research set-up

• Goal of the study
• Assess the consumers perceptions and expectations
  towards mattresses and bed bases
• Obtain insights in the buying process of mattress
  and bed bases
• Data collection
• Self-administered online survey in Belgium,
  France, Italy, Austria, Germany, The Netherlands,
  Spain and Portugal
• Recruitment from InSites and Toluna Speedfacts
  research panel
• Sample population residents between 25 and 60
  years old with (shared) responsibility for the
  purchase of durables within their household
• Screener variables
• Age 25 60 years old
• Only respondents who are (shared) responsible for
  the purchase of durables within their household
• German sample size N 1022
• Field period May 2nd 07 May 14th 07
• Research carried out by InSites Consulting
  (www.insites-consulting.com)
• European benchmark
• Throughout the study we will provide benchmarks
  with the European results
• Total European sample size N 8298
• Incidence rate 61

5
Methodology Representativeness of the study

• Country level Results of the study are
  respresentative for residents of Germany
• In order to be representative we set quota on
  gender, age and social class
• Gender
• Male 50
• Female 50
• Age
• 25-39 12
• 30-39 31
• 40-49 31
• 50-59 26
• Social class
• AB 24
• C1 21
• C2 31
• DE 34
• European level Results of the study are
  respresentative for the residents of Europe in
  general
• In order to be representative, when reporting the
  European results, we set an extra quota on
  country size

6
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

7
Sleep well-being attitudesImportant factors
for health and well-being
Q How important are the following factors for
your health and well-being?
Top 2
96
94
90
89
86
79
71
N 1022 Filter none
8
Sleep well-being attitudes Amount quality of
sleep
Q In general, do you feel that you get Q In
general, how satisfied are you with the quality
of your sleep?
Amount
Top 2
68
N 1022 Filter none
Quality
69
N 1022 Filter none
9
Sleep well-being attitudes Factors of sleep
disturbance
Q What do you think are the main factors that
disturb your sleep? (Maximum 5 answers possible)
N 1022 Filter none
10
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

11
MattressesFeatures of good mattresses
Q What are according to you features of a good
mattress? (Maximum 5 answers possible)
N 1022 Filter none
12
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

13
Bed basesAttitudes
Q To what extent do you agree with the following
statements?
N 1022 Filter none
14
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

15
Mattress replacementIdeal life length
Q What should be the ideal life length of a good
mattress, meaning after how long is it in your
opinion necessary to replace it?
70
1 10 years
N 1022 Filter none
16
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

17
5 main choice drivers
Importance

• Mattress features
• The type and/or structure of a good mattress
  should allow a good ventilation
• A good mattress can reduce backache
• A good mattress should be made of anti-acarian
  materials
• A good mattress is sold with a warranty
• A good mattress has to be made of anti-allergenic
  materials
• A good mattress has to be made of environmental
  friendly material
• A good mattress should be easy to wash and clean
• A good mattress should provide flexible comfort
• A good mattress should provide firm comfort
• It is important to me that a good mattress is
  easy to manipulate meaning to flip upside down
• Mattress product specifications are important to
  me
• A good mattress should be made of natural
  materials
• It is important to me that a good mattress has an
  independently certified quality label and/or a
  Consumer Association label
• A good mattress has to be made of fire resistant
  materials
• The external fabrics of a good mattress should
  have a nice touch and feel
• I feel confident in my ability to select a good
  mattress
• I think that different manufacturers make
  mattresses that are very different from each other

1

• External factors
• A mattress recommended by a bedding health
  professional is a good mattress
• A mattress recommended by a bedding shop salesman
  is a good mattress
• In general, the more you pay for a mattress the
  better the quality of the mattress

2

• Mattress design
• The general look and aesthetics of a good
  mattress are import to me
• The design of a good mattress should be modern /
  innovative
• The colour and the patterns of the external
  fabrics of a good mattress are important to me
• The design of a good mattress should be classic /
  traditional
• A good mattress has to thick

3

• Bed base importance
• A good bed a good mattress a good bed base
• It is important that a bed base is adjustable
• It is important that a bed base is personalized
• In order to get optimal comfort, a good mattress
  is not enough, you also need a good bed base
• A good mattress is not enough, you also need a
  good base

4
5

• Promotions
• I will only buy a mattress if it is on sale

18
5 main choice driversMattress Features
Q To what extent do you agree with the following
statements?
Mattress Features
N 1022 Filter none
19
5 main choice driversExternal factors Mattress
design
Q To what extent do you agree with the following
statements?
External factors
N 1022 Filter none
Mattress design
N 1022 Filter none
20
5 main choice driversBed base importance
Promotions
Q To what extent do you agree with the following
statements?
Bed base importance
N 1022 Filter none
Promotions
N 1022 Filter none
21
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

22
Current market description Timeframe of
replacement
Q Within which time frame do you intend to
replace the mattress you last purchased?
93
1 10 years
EU 91 1-10 years
N 963 Filter only if ever purchased a bedding
set or mattress
23
Current market description Aspects reasons
purchase
Q Which of the following aspects were
incorporated in your last purchased bedding set?
(Multiple answers possible) Q For which reasons
did you replace your previous bedding
set/mattress? (Maximum 3 answers possible)
Aspects of purchase
Reasons purchase
N 963 Filter only if ever purchased a bedding
set or mattress
N 802 Filter Only if ever purchased a bedding
set or mattress and replacement
24
Current market description Filling of mattress
last purchased
Q Concerning the filling content of the
mattress, what kind of mattress did you last
purchase?
EU
N 963 Filter only if ever purchased a bedding
set or mattress
25
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

26
Market evolution Switch of filling technology
Q Should you purchase now a mattress / bedding
set, would you choose a different type than the
one you last purchased? Q To which type of
mattress / bedding set would you switch?
Switch to which filling technology?
EU
Switch to another filling technology?
N 380 Filter only if ever personally purchased
a bedding set or mattress and switch intention
mattress type
N 963 Filter only if ever purchased a bedding
set or mattress
27
Market evolutionSwitch intentionfilling
technology
QConcerning the filling content of the mattress,
what kind of mattress did you last purchase? Q
To which type of mattress /bedding set would you
switch?
Future filling tecnhology
Current filling technology
N dependent of type of mattress Filter only
if ever personally purchased a bedding set or
mattress and switch intention mattress type
28
Market evolutionIntention to spend more money
increase of spending
Q To what extent do you agree to spend more
money for a new good mattress compared to your
last mattress purchase? Q What of the price of
your last purchased mattress would you
additionally spend for such a good mattress
Intention to spend more
Increase of spending
44 agreement
N 178 Filter only if ever personally purchased
a bedding set or mattress, switch intention
mattress type and intention to spend more
N 380 Filter only if ever personally purchased
a bedding set or mattress and switch intention
mattress type
29
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

30
Mattress decision processInformation sources
selection criteria
Q Where did you collect information or advice to
choose your last mattress purchase? Multiple
responses possible Q What were the 5 most
important criteria in your selection and final
decision process of your last mattress purchased?
Information
Criteria
N 963 Filter only if ever purchased a bedding
set or mattress
N 963 Filter only if ever purchased a bedding
set or mattress
31
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

32
Retail experienceShop experience best adapted
last purchased shop
Q Which shop is, according to you, more adapted
to find a good mattress at a price you consider
satisfactory? Q At which shop did you buy your
last mattress / bedding set?
(N1022)
(N963)
Example large multispecialist Conforama, But,
Leiner, Kika Filter only if ever purchased a
bedding set or mattress
33
Retail experience Satisfaction
Q How satisfied are you about the retail
experience when you last shopped for mattress /
bedding set?
Ever shopped for mattress
N 1022 Filter none
N 963 Filter Only if ever shopped for a
mattress
34
Retail experience Satisfaction shop experience
Q How satisfied are you about the retail
experience when you last shopped for mattress /
bedding set? Q At which shop did you buy your
last mattress / bedding set?
N 178
N 53
N 30
Above average satisfaction
N 67
N 178
N 13
N 73
Average satisfaction 5,6
N 87
N 182
Below average satisfaction
N 55
N 35
N 108
N lt 20
Filter Only if ever shopped for a mattress
35
Retail experience Mattress shopping attitudes
Q To what extent do you agree with the following
retail experience aspects regarding your last
shopping experience for a mattress / bedding set?
N 963 Filter only if ever shopped for a
mattress
36
Retail experience Importance performance
quadrant
Q How satisfied are you about the retail
experience when you last shopped for mattress /
bedding set? Q To what extent do you agree with
the following retail experience aspects regarding
your last shopping experience for a mattress /
bedding set?
N 963 Filter only if ever shopped for a
mattress
37
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

38
Pricing warranty Price sensitivity meter
Q At which of these prices would you consider
the price of a very good mattress (high range
double size) to be cheap/expensive/too
expensive/too cheap? (Only one answer possible
of course we will record that you consider all
lower/higher prices also cheap/expensive/too
expensive/too cheap)
Price areas
Too cheap
Normal - optimal
Too expensive
Normal - indifferent
Price too low consumer doesnt expect quality
Price receives least rejection, market potential
at largest
Not cheap and not expensive. Price one is
used to pay
Consumer rejects to pay that price
PMC (marginal cheapness point) 230
OPP (optimal price point) 419
IPP (indifferent price point) 494
PME (marginal expensive point) 918
Acceptable price range
Acceptable price range
PMC EU 308
OPP EU 553
IPP EU 643
PME EU 1037
The ideal price for a high range, double size
mattress is 419 to 494. Moreover the
acceptable price range for a mattress is 308 to
1037, prices which are situated within this
range are perceived by most respondents as too
cheap or too expensive.
39
Pricing warranty Warranty
Q What should be the warranty period of a good
mattress?
90
2 10 years
N 1022 Filter none
40
Content

• Methodology
• Results
• Consumer
• Sleeping well-being attitudes
• Mattresses
• Bed bases
• Mattress replacement
• Segmentation
• Market description
• Current market description
• Market evolution
• Decision process
• Mattress decision process
• Retail experience
• Pricing warranty
• Appendix

41
Sociodemographic profileGender, age, social class
Q What is your gender? Q What age bracket do
you belong to?
Gender
N 1022 Filter none
Age
N 1022 Filter none
Social class
Social class is calculated, based upon different
questions
N 1022 Filter none
42
Sociodemographic profileFamily situation
Q How many family members live in your
household? (Yourself included) Q What is the
composition of your family?
Members
N 1022 Filter none
Composition
N 1022 Filter none
43
Sociodemographic profileProfessional situation
Q What is your professional situation? Q What
is your occupation? Q What is your monthly net
family income?
Situation
57
Occupation
N 1022 Filter none
Income
N 584 Filter only if full/part time employed
N 1022 Filter none
44
Contact details

• Christophe Vergult
• Senior consultant
• christophe_at_insites.be
• Tel. [phone]
• Mobile [phone]
• Angie Deceuninck
• Project manager consultant
• angie_at_insites.be
• Tel. [phone]
• Mobile [phone]
• Matthias Dusselier
• Consultant
• matthias_at_insites.be
• Tel. [phone]
• Mobile [phone]
• InSites Consulting