A Research study on the consumer attitudes towards Uratex mattresses

• Main Authors: De Guzman, Carolina I., Espiritu, Ma. Erica R., Fortich, Angelica P., Tan, Robert B.
• Format: text
• Language: English
• Published: Animo Repository 1997
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16878
• Institution: De La Salle University

This study aims to discover the various attitudes of the target market as a whole of Uratex Philippines for its best selling foam mattress-the Uratex foam mattress. The proponents of this study have done the necessary research in the hopes that this could aid the company in using the marketing concept, which states that the satisfaction of consumer needs should be the determinants for product development as well as marketing strategy. Hence, the main objective of this research was to determine these consumer attitudes towards the product in question-Uratex foam mattresses. Other topics that were discussed would be the reasons for buying, brand and type preferences, brand positioning, word/brand association, as well as general attitudes and perceptions of the four P's product, price, place, and promotion. These included ratings of brand quality, areas of improvement, price perception, counter sales force effectiveness, outlet location, and likelihood of repurchase of a Uratex mattress. Other suggestions and comments were also be solicited. In terms of methodology, the descriptive approach was utilized. A survey in Tagalog was handed out to respondents based on criteria (sex, age, monthly income) regarding the target market. A total of 240 survey questionnaires were distributed between four Uratex retail outlets and four Shoemart outlets. Percentages were taken to measure the answers. Through the survey it was discovered that consumers not only preferred mattresses that are just right in terms of resiliency, but those that are durable as well. Product attributes such as quality, brand, price were also significant in choosing a mattress. Uratex was clearly identified with foam bedding. It is also the leading choice in buying mattresses in the market today since 75 respondents, which represents the total population, were Uratex buyers. The product (mattress) was rated good in terms of quality, and reasonable in terms of price. Word-of-mouth was apparently the most effective form of non-traditional advertising whle respondents also judged the current promotional efforts as effective. Outlets were considered accessible. All these including the fact that the majority of the respondents are satisfied with the value they are getting from Uratex mattresses, support the finding that there is a great probability that the respondents will make another purchase. Recommendations include the use of a new logo and slogan in response to the importance of brand in terms of mattress purchase. Furthermore, safeguarding against imitators through product stamping would also be advisable seeing as consumers are very concerned with quality. The other major suggestion in response to the answers in the survey is the improvement of the mattress cover in terms of design, durability, and anti-stain guards. With regards to price, the only major recommendation was to begin a product bundling program which would entice more individuals to purchase a Uratex mattress as well as promote the other products of the company. Consumers were found to be generally satisfied with the prices of the Uratex mattress and so no changes are really necessary in this area. In terms of place, outlet location did not seem to be of great importance to consumers probably due to the wide distribution already in place via the Uratex retail outlets as well as the Shoemart distributors. Despite this, there is definitely no harm in increasing the number of outlets in strategic areas of the metropolis. The addition of delivery trucks to speed up delivery services would also be advisable. Promotional recommendations include separate displays for the mattresses as well as coupons to draw customers to the outlets. Advertising efforts will be continued througn billboards, a web page, television sponsorships, radio, and print media. a public relations program was also recommended whereby the company would donate mattresses to various institutions such as orphanages, hospitals, jails, and the like. This would indicate the high sense of social responsibility of Uratex Philippines and would in turn be the company's way of thanking its external publics for their continued patronage. Other recommendations include service-oriented training seminars for the counter sales force and additional research efforts geared towards consumer behavior and the four P's individually. This would allow the company to truly attune to the needs of its target market.