Study shows women recognize Spring Air
David Perry -- Furniture Today, December 4, 2013
BOSTON -The Spring Air brand is recognized by more female consumers on an aided basis than many other Tier Two licensed mattress brands, according to the results of an online survey commissioned by Spring Air. The survey of 1,500 U.S. women was conducted recently by Schlesinger Associates, a New York-based research firm, Spring Air said.
The survey, which captured responses from women 35 to 65 with household incomes of $50,000-plus, didn't ask consumers about the industry's largest "S" brands (Serta, Simmons and Sealy). Instead, it focused on several licensed brands with which Spring Air more closely competes. Spring Air did not identify the competitors' brands that were included in the study.
"More than half of the respondents (52%) said Spring Air was a mattress name they recognized, while other brands in the study had recognition rates of from only 10% to 17%," said Rick Robinson, Spring Air president. And that is good news for Spring Air retailers, he said.
"Our consumer recognition level means that retail salespeople can expect one out of every two shoppers to know the Spring Air name when they see or hear it," Robinson said. "It also means that higher close rates are far more likely when selling Spring Air products than other licensed mattress brands."
The survey also found that when quality and cost are seen as equal, the vast majority of women (95% in the survey) prefer to purchase a mattress with a name they recognize, Spring Air said. Most of the women in the study also indicated they would spend more to purchase a familiar mattress brand. As many as 70% said they would spend from 5% to 15% more, while 64% said they would spend 10% to 20% more.
"While in recent years many U.S. mattress retailers have become brands in and of themselves, the survey supported the longstanding belief that when it comes to purchasing blind products - especially bigger ticket products - consumers nearly always gravitate to brands they know and will often pay more to feel confident about their purchase," Robinson said.
He added, "I'm more convinced than ever of the superior recognition level and staying power of our name versus certain other licensed bedding brands."
Another survey question assessed how much value the women placed on the mattress brand satisfaction surveys that are conducted and published by Consumer Reports magazine.
Compared with other potential influencers on the mattress shopping process, such as endorsements from celebrities, 99% of the respondents said a mattress study done by Consumer Reports would be more important to them when looking for a new mattress.
Consumer Reports published the results of its most recent mattress brand customer satisfaction survey in August of 2012. That survey, which involved 12,557 responses from the publication's subscribers, indicated that Spring Air's consumer satisfaction ranking had moved up from the No. 10 position reported in 2009 to the No. 7 position reported last year.
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