1. Introduction to the Singaporean Mattress Market
This paper addresses the influence of indonesia queen mattress in singapore market. It will first describe the current situation of the Singaporean mattress market, from which discussions on the evaluation of the market in certain dimensions, the ability of Indonesian producers in penetrating the market, the performance of the indonesia single mattress in singapore as well as the strategies to enhance the competitiveness of the Indonesian mattresses. As the indonesia size mattress in singapore industry in both Indonesia and Singapore are not well-explored, the outcome of this research is expected to fill the existing research gap regarding this important industry in the two countries. In order to carry out the research, various parts of sought are applying for methodologies. These cover exploratory research through a literature study, descriptive research from the sources such as companies in the mattress business, national and industry association, statistical data released by both countries, feedbanks obtained by interviewing personal communications (e.g. interviews with sellers of mattresses in a Jakarta Department Store), and focus groups. The uses of matrices of factors and rating scales with the Numeral Scale Development method, the concepts of brand impact and price positioning used in market research as well as instruments originally developed to measure customer satisfaction and customer loyalty such as SERVQUAL and the repeat purchase index will be also applied in the succeeding research. On top of the research methods employed, the perspectives being utilized may also be varied. Reconical analysis dimensions of segmentation, being unconventional, would involve an in-depth exploration of the feel (i.e. medium, soft, etc.), pocket of comfort, support, and materials used (i.e. memory foam, latex, spring, etc.) in the existing products and their impact to the market. Significant statistical analysis as well as descriptive statistics also is likely to be carried out. In addition, primary data also be gained.
1.1. Overview of the Mattress Industry in Singapore
Singapore was chosen as the main reference in the present study. The primary aim of the study is to explore the perceptions of the design factors influencing the purchase decision of Indonesian mattresses in the Singaporean market. As a global business and financial center, Singapore is an abundant mattress market that includes high-priced and high-quality mattresses. In a cross-national study, research compares the relationships between perceived quality, perceived value, and purchase intention. Research has shown the business concept may be diversified and integrated in different directions. Based on these differences, by understanding the different niche market interests of various cultures or countries, the original idea has been examined and expanded in the mattress industry from one or another. As one of the topics unexplored, with the intention of contributing academically, this study thus attempts to shed light on the development of business partnerships in order to link design strategies with increased trade. Although this study has been conducted on certain mattress products, which may be useful, other countries may also benefit. To profile different market niches, the findings can guide the design of tailor-made mattresses that will accommodate the preferences and requirements of both Singaporean and Indonesian customers in particular.
A mattress is a product that is commonly used in everyday life. Mattresses are designed as sleeping devices that have the quality of a soft, smooth surface to help individuals sleep therapeutically. The importance of sleep quality is a universal concern. The mattress industry receives substantial attention and the increasing significance is attributed to the rapid growth of demand for mattresses. Because unpaid sleep is independent and not directly affected by business insolvency, there is an increasing demand for sleep. Most Southeast Asian countries typically have an average annual growth rate of approximately 4%, which is 2% higher than the global average. However, until now, most studies focused on developing countries such as China, India, or Turkey and middle-income countries such as the U.S.A., European Union, or Japan. Only a few studies focus on the condition of the international economy, including Southeast Asia. Researchers need to explore unique mattress designs with special patterns in every aspect of the mattress design field. This belief is believed to the current study adequately, in order to define better functional mattresses for the future, as mattresses are important in the human’s world.
2. Characteristics of Indonesian Mattresses
The highly improved interest in fiber for mattresses are because of the high moisture absorbency, breathability, relative thermal resistance, and low cost of production allows the fiber mattresses to compete in the market. Using organic, biodegradable, and coming from renewable sources for mattresses will promote zero pollution bamboo being utilized for mattresses. The study goes into understanding features of the freshly collected palm fiber following effects of manufacturing process. Measurements were focusing on breathability and explain mattress performance in body pressure, body movement, and body temperature control with competitive findings on textile materials theoretically used for those categories. In conclusion, the performance was accusing some deviation from being suitable as a full feature volume filler used in comparison to the commercial products. However, it has given the initial indication that palm fiber could be developed to a competent knowledge in the near future.
The mattresses have various thicknesses, from 6-30 cm, and are compressible due to the use of palm fibers. The fiber length of 150 in a mixture of coco coir 6 mm of fiber size plays a role as the mattress’ basic component. Mixtures of coco coir and palm fiber can extend the mattress life both physically and for usage. The basic concept is that the material chosen for the use of mattresses gives an equal distribution between cost and benefits. Regarding mattress usage, a study in Surakarta, Indonesia by Sumarni et al. indicated that 50% of people use mattresses for 5-10 years and 33.3% of people using were expected to last for more than 11 years. The use of large biomass of fibers in the mattresses in Europe, e.g. coconut coir. These study showed them that also in Indonesia the plantations of palm trees excrete the abundance of fibers and contribute to environmental benefits. The high demand in Singapore for fiber mattresses in the study, i.e. 3,000 Japan bound volumes (JBV)/day and representing 362,478 volume tonnes (VMT) indicates that they sell up to 100,000 mattresses daily.
2.1. Materials and Construction
The traditional Indonesian mattress is generally produced in factories that fit within traditional regulations for using a cottage industry system. Factories only deal with moderate production levels and closely link their business to the surrounding community. A sales incentive for the community is created. For example, often imported raw cotton is carded by local women, with the formed batt returned to the factory. Fabric is woven on a traditional treadle loom and returned to the factory for cutting and stitching. The fabric is then returned to the local community for sewing, and large semi-automatic machines or hand-sewn, coiled or pocketed springs may be used in factory manufacture.
The Indonesian handcrafted mattresses are surrounded by a cover. This is usually made of a woven material such as cotton on a traditional treadle loom. This can be done within the same family, woven by people of the surrounding village. For those that are local, making the cover large family businesses are established. In addition, jute is easy to care for, hard-wearing, and a problem from the environment, since it biodegrades rapidly once it has been discarded. Therefore, this type of woven cover seems like a good option for OE hotel mattresses. The three industry instances were all using varying construction and materials to construct the mattresses. This means that it was necessary to discover as much about the mattresses as we could. Firstly, we cover the materials used and explore the construction and finishing of each of the mattresses. Then, we will take a look at the different productions and explore methods to ensure that production is managed to goals.
3. Consumer Preferences in Singapore
Furthermore, lumping products from different cultural backgrounds into a homogenous global category may lead to criticism, as local tastes may require local products and/or country of origin combined with another category.
As perception is part of the psychology of people, it is very important to study the way people perceive mattress hardness and relate it to culture. Knowledge of Singaporeans’ perception can be used to inform Indonesian mattress producers so that they can better adapt to their preference. It is an important issue to discuss in the context of the development of value-added products that can lead to a successful penetration of the Singaporean market in the future. This thought is supported by the fact that a firm mattress fulfills important needs for them.
Furthermore, this also explains their preference for traditional spring mattresses over memory foam ones, as the latter is typically softer than the former. This underscores the importance of applying cross-cultural psychology in marketing, such as the concept of consumer socialization, psychographics, and the influence of reference groups.
In terms of preference, Singaporeans prefer firm mattresses to soft ones. This reason is most likely because of their knowledge of the problems associated with soft beds, such as back pain, as well as shoulder and hip pain. These problems become more pronounced with age. They know that firm mattresses are beneficial for the back, and this knowledge greatly influences their purchasing decisions. They are willing to spend a considerable amount of money to buy the right mattress because to them, sleeping comfortably, pain-free, and productively is important, and the proper mattress will help them achieve this.
After knowing the demographic and market structure of Singapore, we begin to analyze Indonesian mattresses’ appeal to Singaporeans through a review of consumer preferences in the country. In particular, we focus on their preference for the hardness of mattresses and a few benefits of firm mattresses.
3.1. Factors Influencing Mattress Purchases
Additionally, factors such as the presence of children, marital status, and health, among others, have been significantly related to the purchase of products and/or services. Several studies indicate gender differences in shopping behavior, however, the subject remains under-researched. Mattress purchases could potentially be influenced by demographic differences as a result of collective preferences for both comfort and sleep factors among couples and families. Age, or generational factors, could also be positively related to mattress purchase behavior as a result of differences in need or desire for mattress replacement or differences in nature of preferences for mattress comfort and sleep factors. As well as gender effects occur with respect to mattress preference and purchase behavior that remain after controlling for differences in decision-making roles of the family that can influence such purchases. Due to its experiential attributes, consumers are likely to value a trial and testing of the mattress in connection with decision-making that is made more significant to the consumer when considering the mattress purchase. This gets the mattress into the ‘experience goods’ category.
According to Park, Kim, Lee, and Kim (2013), mattress selection involves the synthesis of functional and experiential factors. Despite the fact that many believe that price is the main factor influencing mattress purchases, many other factors play a crucial role too. Among the unique experiential attributes of the mattress, comfort is the most important to consumers since it accounts for a major part in making the selection compared to other sleep factors. People are therefore likely to select mattresses closer to their comfort preference. According to Park et al. (2013), the most common explanatory variable for traditional models of consumer purchases of experience goods is demographic characteristics, which include income and wealth, household size, and consumer age and education.
4. Market Strategies for Indonesian Mattress Brands in Singapore
The next chapter is the Literature Review, which presents references about strategies. Then introduce a research model that is not conclusive like a marketing strategy because marketing strategies cannot be maximized if designers do not comply with it. In chapters 6-8, the methods of data collection and all matters related to research are explained. The method of sampling and conducting the study is in chapters 7 and 8. The last chapter tells the conclusions, the balance between the users of Indonesian products and the transformers. What theories need to be developed further, and the limitations in this study.
Kings Koil, Sealy, Stylemaster, and Sleepnet are successful Indonesian mattress brands that have been managed by Indonesians of Chinese descent. Kings Koil, produced in Indonesia, is the most demanded in the digital market. However, they are rarely seen in the Singaporean market because companies with the names Kings Koil, Sealy, Stylemaster, and Sleepnet in Singapore have different owners. One reason why Indonesians failed is that they forgot to get an exclusive licensing agreement for Singapore. In contrast, Serta and Spring Bed, which have obtained exclusive licensing rights to enter the Singaporean market, have implemented well-coordinated strategies to write slogans, control the corporate image, packaging, advertising, and public relations. This study aims to determine what strategies are used by Indonesian mattress brands with Singaporean companies to dominate the Singaporean market.
4.1. Distribution Channels and Retail Partnerships
The focal manufacturer’s distribution process (from production to end customers in Singapore) and retail partnership dynamics are laid out and depicted. Key financial figures related to production, including production lead times and stocking information were collected. Upon securing current operational dynamics, a hypothetical case example was laid out in a Just-in-Time inventory cost-minimization model context. Ultimately, our findings might lay a foundational roadmap for other Indonesian ventilated mattresses manufacturers that would like to make an inroad to the Singaporean market. The pervasive cost minimization model could be used as a reference point of comparison and assistance. The model has been formulated to cater to a variety of scenarios in which the manufacturer operates (e.g., production lead time reductions and the number of retail partners).
Indonesian ventilated mattresses are still concentrated in the Singaporean market. Over the years, the ventilated foam mattress penetration has shown a steady trend in Singapore. The aim of this research is to provide a snapshot of the unique business profile of an Indonesian ventilated foam mattress manufacturer’s operations in the Singaporean market. Insights in reviewing these two facets of the manufacturer’s business could provide light to the newfound prominence of the ventilated mattresses in Singapore. As a result, a qualitative case study that focused on the manufacturer’s distribution process and retail partnership dynamics has been set out. A cost-minimization model was proposed using the Just-in-Time inventory system as a driver to accelerate the manufacturer’s business dynamics in the market.
5. Conclusion and Future Trends
Moreover, with the restrictions on the land in Singapore that limit the physical ability to experience and seek the mattresses, a lighting center that caters to the needs of the increasing demand for the ‘mattress showroom’ concept is needed. Due to the fact that the presence of the mattress stores is much more readily available today, this might, to some extent, affect belief and habit formation. Joint cooperation in Singapore between Indonesian mattress businessmen and the homeowners’ association may contribute to further consumer acceptance of the business as there is high competition amongst the Batam mattress businessmen and the aspects of price are no longer important nor the issue of concern, as consumers view the structure and firm sustainability with utmost importance. In the future, the ASEAN Free Trade Area (AFTA) agreement must not solely focus on the purpose of competitive advantage but should also focus on the concept of collaboration and value creation which can help to further optimize the goals of the Asian Economic Community.
This study found that beliefs and habits are significant factors that influence consumers in Singapore to purchase and use Indonesian mattresses. This study investigated how the values and habits of consumers in Singapore were formed and how these values and habits affected the consumers’ purchase decisions and the selection of Indonesian mattresses. This background information is significant in examining the long-term cooperation between the Indonesian and Singaporean economy in this furniture sector, especially for mattresses. Singaporean beliefs might, however, heavily affect future purchasing decisions due to the close relationship between Singaporean and the Indonesian economy. This would subsequently place a significant influence in the Singaporean market, especially to furniture, since its demand is high, and the furniture businesses from Batam have an advantage in operating due to the proximity and close relationship between Singapore and Batam.
5.1. Potential Growth Opportunities
The first opportunity to consider is the importance of mattress replacement. In the past, remodeling usually occurred after 8 to 10 years. Meanwhile, today’s mattresses only offer long-lasting comfort and support for 5-7 years. When looking at the factors that can be considered to replace mattresses, we see consumers are encouraged to do so when they feel body pain and fatigue. This may have a secondary impact, which is associated with increasing work intensity from various products. To influence this behavior, a policy can be created, which is the mattress replacement fund. This social security could be the key to catching the consumer’s eye. This program will receive a lot of non-market assistance when dealing with consumers who may not have enough income to replace the mattress. By allocating a small portion of the proceeds from mattress and bed sales, the advertise fund can be used to collect good quality mattresses for redistribution to less fortunate people.
