The mattress industry is expected to grow, owing to the advent of cost-effective and environmentally friendly foam mattresses. Increased consumer interest in green materials and the involvement of middlemen, as well as online transactions, are expected to leverage this growth. Additionally, the industry faces several challenges, including ongoing competition, changing demand for traditional mattresses, rising mattress erosion rates, and fluctuating raw material prices that continue to have an adverse effect on profit margins. Nonetheless, a very significant factor contributed to the growth of the Singapore mattress market: the Home Ownership Scheme has encouraged greater home ownership among citizens. Additionally, as a result of their affordable prices, more individuals might now afford to purchase their own homes directly during the selling process, which occurred once a month and was open to anyone. However, potential buyers are only allowed to purchase a flat in a non-mature estate. They must also consider the restrictions of the Minimum Occupation Period before deciding whether or not to purchase a home in the neighborhood.

Furthermore, records indicated an elevated single mattress sale trend from 2018 to 2020. Singapore has four different types of homes: one-room flats, two-room flats, three-room flats, and four-room or larger, and five-year single mattress sales with the largest percentage of sold flats. With that in mind, we intend to conduct a comprehensive examination of the single mattress sale market and expose the habits and attitudes of single mattress purchasers. Some basic information is necessary to begin understanding the behavior of single mattress purchasers, such as citizens’ attitudes toward making important choices and their connections with home ownership. We demonstrated a lack of qualitative and quantitative proof following extensive research of the subject matter. This market analysis provides basic knowledge about individual mattress and single size bed Singapore users.

Overview of the Mattress Industry in Singapore

In Singapore, most people grow up on innerspring mattresses due to a combination of their comfortable ride and low cost. Although the development of a modern mattress market in the 1980s gave some manufacturers and suppliers a chance to enter this market, most Singaporeans still prefer innerspring mattresses today. Mattresses available in Singapore include innerspring, foam, water, air, baby, and custom, among others. The sale of single mattresses within Singapore currently makes up about 20% of the mattress market.

Single mattresses are geared towards children, adolescents using only a single bed, and the elderly. Factory wooden bed frames and mattresses are replaced every 4 to 8 years depending on the parents’ preference for changing due to warranty issues or possibly adopting their child into a bigger bed as soon as the child enters nursery, from room sharing with the parents. Additionally, there is increasing trade in mattresses or bed frames from other parents in which custom-made bedding sizes would not fit into today’s factory furniture. The single mattress, then, is the model where sales reflect yearly births. One could also say that once every twelve years, the super single industry would have a 30% surge in demand. Singapore imports nearly all of its mattresses due to low export costs, high import taxes, and a small local population for the workforce. Singapore is able to buy products at factory prices and originates brands for its needs to meet the standards of its increasingly diverse ethnic market.

Factors Influencing Consumer Decision-Making in Purchasing Single Mattresses

Various factors come into play when determining which mattress to purchase. The psychological, practical, and societal aspects such as brand perception, consumer preferences towards level of comfort and other features, suitability of the mattress to lifestyle, demographic variables such as age, price bracket, and life situation, favorable reviews from reliable developers and other consumers, or recommendations from peers or online communities on social media play a large role in determining which mattress the targeted consumer decides to purchase. For younger adults and teenagers, spending money on a good quality mattress is especially important because of the effect it holds on concentration, mood, academics, work, and physical health. Many consumers rely on low prices and promotions to afford what they might not otherwise, such as students or young adults with financial difficulties, getting their first jobs or moving out on their own and into their first apartments.

Many students or teenagers live in small rented apartments and do not have space to keep a second bed for their friends or family members who spend the night. The ability to keep a bed close by and in a closet is a desirable feature, as such students and young professionals are seeking folding or roll-out beds with small, single mattresses that can be used in a small space. Price, income, level of concept, and lifestyle play a major role in consumers’ mattress buying behavior. A well-done marketing campaign runs and is hard to miss and therefore creates awareness of a brand, while a poorly run campaign can be ignored.

Price Sensitivity and Budget Constraints

Price sensitivity is a primary motivator for consumers in the single mattress market in Singapore. If consumers cannot afford the mattress they desire, they may substitute the purchase for a cheaper model or delay their purchase altogether. In a premium mattress retailing context, affordability is essentially the primary motivation of the consumers. As such, at any point in time, several price-conscious consumers are likely to be searching for suitable products in the market.

Price elasticity of demand measures the extent to which the collapsible mattresses market is price-sensitive. Typically, not all consumers prefer buying mattresses that incorporate built-in features which degrade in quality over time. The most demanded mattress characteristics are economical benefits, healthy attributes, and customized features. As we determined earlier, as household income increases, consumers are more likely to see the importance of these features; the greater the consumer’s income, the greater her preference for price-sensitive premium products.

To suit the tastes and preferences of consumers, most branded mattress companies worldwide offer discounts, promotional gifts, and free home delivery services, and they regularly hold sales. Companies, especially those in Singapore at innovative but mature stages of the economic cycle, use these strategies to generate foot traffic and sales to hit quotas or excess stock levels. Retailers and manufacturers are aware that in Singapore, consumers are price-sensitive and require gentle pushes to purchase. Value communication functions to inform consumers of price and service or quality along the following dimensions: financing options, credit terms offered, warranties included, payment protection, and other perks that are value-added to the consumer, such as point rewards or trade-in values. The importance of these components rises sharply if there are financial trade-offs between two or more products among consumers. Consumers have a limited budget for their mattress and bedding purchases. If inflation increases the price of these items, consumers either buy cheaper versions of these products or purchase none at all if there is no perceived value at that implied price. These are the objective premises supporting this study. In these economic conditions where consumers are constrained by inflation and probably low animal spirits, household consumption is expected to slow amidst low consumer confidence and declining discretionary spending. This research seeks to ensure the validity of this assumption and to trace and analyze the likely spending patterns of consumers.

Marketing Strategies and Promotions in the Single Mattress Sale Market

Marketing Strategies and Promotions Drawing from the theories and models of consumer purchasing habits, organizations have developed several marketing strategies to draw interest and reach out to potential consumers. This ranges from traditional brick-and-mortar advertisements and promotions to influencer marketing. Strategies deployed vary from targeting logic-based individuals to consumers who exhibit impulsive purchasing behaviors. Campaigns, advertisements, and promotions vary according to the segment of consumers that the organizations want to reach. These advertisements may come in traditional forms such as print and floor space ads, digital platforms such as social media and display imagery, or influencer partnerships. This is best reflected in the use of social media influencers pushing a single mattress promotion and aiming to appeal to the younger, tech-savvy main market segment. These connections are amplified through either brand exclusivity via experiences utilizing influencers or standard discount-driven campaigns in order to fulfill brand aims of becoming the market leader of single mattress products. Sales can be driven by several factors such as shortage-induced purchases, pressured buys, impulse purchases, rational purchases, and others. Pricing strategies such as lower pricing to undercut competitors, goods feature offers, and payment terms offered can strongly impact the purchasing behavior of all individual types. In addition to constrained decision-making, the time being near a sale event or sales festival can have a positive impact on short-term purchase levels. Building advertising and promotion into sale and/or retail experiences can also lead to customers making purchasing decisions, built as a combination of internal and external influencers. Once targeted individuals have made their initial purchase, they can become ongoing regular consumers, encouraged by the brand, product, and/or overall purchasing experience. This covers the complete engagement of recommended customer-focused purchasing decisions using multiple touchpoints throughout the individuals’ purchasing process.

Comparison of Online and In-Store Sales Channels

The Rise of E-commerce Consumer buying behavior has changed with the rise of e-commerce. As of late 2020, over 40% of Singaporeans shop for items online at least once a month. It was also found that the proportion of Singaporeans shopping for single mattresses through online platforms has surged over the years. This is mainly due to the convenience and ease offered by online shopping, where potential customers are able to access their single mattresses 24/7 despite the time and place. Furthermore, online shoppers benefit from a wider product selection and are not limited by a store’s physical space, able to view and compare multiple products side by side almost easily. Some high-end online furniture and home decor establishments have started integrating augmented reality apps into their websites, allowing their customers to “place” furniture in their homes even when shopping online.

On the other hand, it is suggested that there is still a growing market for in-store shopping. Not all virtual experiences can match the sensual pleasures of in-store shopping, and many people still make in-store purchases for the sheer enjoyment of shopping or shopping for rewards. Furthermore, not everyone is comfortable making a purchase based solely on the images that an online service may provide to them. Some consumers prefer to see a product and then see it again in person before making their final decision. It therefore suggests that while benefiting from the convenience of shopping online, they might also still want to visit physical stores when they have the opportunity, thus showing potential that the two sales channels can work jointly. Even though the actual purchasing decision might be made online, physical showrooms can be great for consumers to “try and test” the comfort levels of different single-size mattresses before making the final purchase. Another interesting finding from a questionnaire survey was that 27.4% of those who visited online stores and actually bought from them would also have liked the option to purchase from a physical store, indicating that the virtual storefront cannot fully replace the appeal that physical stores have. Furthermore, research showed that 65% of respondents who had visited a company’s site actually did make a purchase in-store at a later stage, showing that a strong online presence can act as a successful support to offline sales, leading to more consumer touchpoints with the brand and thus more revenue generated. Customer service excellence within the store is also acknowledged to make a difference with prospective buyers of in-store goods. Opportunities for quality customer service exist within the online retail environment as well, specifically in terms of after-sales support.

4. Trends and Future Prospects in the Single Mattress Sale Market

Consumers are becoming increasingly eco-conscious and, in return, more health-conscious; they prefer purchasing products that do not have any hazardous chemicals. This increasing trend creates an index for manufacturers that proves the growing demand for such mattresses. However, to reach such customers and, in turn, grow the market, a mattress certified with such green and environmentally friendly compliance has a very high demand, even though the price may be higher. Nonetheless, nowadays, the Singapore consumer has become smarter, and only 35% of consumers consider green certified products when purchasing a mattress, while only 29% consider eco-friendly materials. Customization Consumers are becoming increasingly preference- and education-based rather than price-based; many retailers in the current Singapore market are following this trend. Mattresses available in the showrooms are very customizable. Shoppers are impressed with the experience since they are the first to select their comfort preferences and other options for mattress construction. They are investing more time, thereby increasing the chances of a purchase. Therefore, the showrooms are designed in such a way that shoppers can stay for a long time in a comfortable environment.

Impact of Technological Innovations

Technological innovations can shape single mattress sales and how consumers make purchasing decisions in the following ways. First, bathroom technologies have been integrated into mattresses for smart sleeping systems. Sleep technology consists of smart sensors that track the user’s sleep patterns and environment and adjust the partner’s mattress accordingly to help reduce sleep-disruptive factors. Features such as atmospheric sleep music and temperature regulation promote optimal sleep performance. The single mattress market approaches the production methods used to improve quality. The comfort of the single mattress and the value added for the holder are improved. Second, in the COVID-19 era, digital technology has become increasingly integrated into retail operations. Online shopping with enhanced digital features can facilitate and increase customer engagement. Retailers have introduced digital technology in response to the customer benefits of COVID-19, social distancing, and travel restrictions. Some single mattress retailers offer digital technology for customer experience, such as augmented reality technology to measure the right single size mattress. This tool helps shoppers choose the right mattress size that fits them. There is also an online 90-day try-on from home for free, and the employee works to come and collect it if it doesn’t fit.

Third, some single mattress manufacturers in the European Union have introduced IT solutions to remove repetitive work, save time, and increase the amount of production and profitability. They use automation and monitoring, such as camera IoT systems, to track why a laptop’s labeling agent takes less than 70% of the device. They use color checks to realize that they can move color production to the required size and color option. In addition, the company uses digital manufacturing lines to quickly manage production data. The inventor scales everything that works, and when it comes to inventory management, it is immediately reflected in the goal software and updated in production. In addition, the Internet of Things, as well as data analytics, plays an important role in marketing automation and consumer behavior. Retailers can learn more about their customers through CRM data related to requests, online mattress trials, and discounts to enable decision-makers to diversify their marketing responses. However, the increasing pace of innovation and consumer behaviors abound with digital and technological innovations, which brings the risk of changes that point to being impressive business challenges for businesses and is a major consumer avenue that links roughly all products and services classified as single mattresses. Digitization also has the potential to transform businesses from traditional retailers to serve one or more server-based positions. To survive such changes, the business has to keep an eye on what’s new and evolve to meet the expectations of consumers in the digital world to remain commercially viable.

This paper provides a comprehensive analysis of the single mattress sale market in Singapore and dissects consumer decision-making in Singapore. We find that decisions within the single mattress market are influenced by individual preferences, such as price sensitivity and budget. It follows that a large majority of people look to buy affordable mattresses. The largest determinant of consumer behavior lies in marketing, where a relatively even split of online and offline marketing increases consumer knowledge and subsequently their likelihood to purchase. Additionally, we find that there is a shift in technological innovation on the producer side, where sustainability and environmental concern are emphasized as market differentiating factors. This moves alongside the suggestion that marketing strategies should focus on platforms that capitalize on the different benefits of online and offline product recommendations. Those looking to increase sales, particularly to more budget-sensitive individuals, need to consider the strong positive correlation with consumer budgets, corroborating that they influence the mattress decision-making process.

Technological advances and the increasing prevalence of e-commerce have significantly shifted the dynamics of the market in recent years. To thrive, retailers need to focus on product differentiation as well as multi-channel marketing methods to reach wider markets. In light of this, retailers should pay particular attention to their pricing strategies; marketing should carefully outline the benefits on different sales platforms.

There are various avenues for continued research in the sales of single mattresses, including the ongoing trends in online shopping and its evolution into e-commerce and m-commerce. A study on how technological advances in mattress quality can help to drive sales in the next 10 years would also be a welcome study. Likewise, future studies could consider the sales process in convenience and department stores and at specialized retailers. Furthermore, future proposals to investigate consumer decision-making can also factor in the differences in values, lifestyle traits, and influences.

Sustainable and Eco-Friendly Materials

Sustainability is at the forefront of home decor trends. Homeowners are increasingly opting for eco-friendly materials that reduce environmental impact. This includes the use of reclaimed wood, recycled metal, and organic textiles. Furniture crafted from sustainable materials not only supports environmental conservation but also adds a unique, natural touch to your space. Incorporating plants and green elements is another way to bring the outdoors in, creating a refreshing, eco-conscious living environment.

Natural Light and Open Spaces

Maximizing natural light continues to be a popular trend in modern home decor. Large windows, skylights, and open floor plans help to create bright and airy spaces. Neutral color palettes enhance this effect, reflecting light and making rooms feel larger and more inviting. Minimalist furniture and uncluttered spaces also contribute to a sense of openness, allowing natural light to flow freely throughout the home.

Bold Colors and Patterns

While neutral tones are timeless, there’s a growing trend towards incorporating bold colors and patterns into modern decor. Deep, rich hues like emerald green, navy blue, and burnt orange are making a statement in both wall colors and accents. Geometric patterns, abstract designs, and textured fabrics add visual interest and personality to living spaces. This trend allows homeowners to express their individuality and create dynamic, vibrant environments.

Vintage and Retro Influences

The charm of vintage and retro styles is making a strong comeback. Mid-century modern furniture, with its clean lines and functional design, is particularly popular. Mixing vintage pieces with contemporary decor creates a unique juxtaposition that adds character and warmth to a home. Antique accessories, retro lighting fixtures, and classic artwork provide nostalgic elements that complement modern aesthetics.

Smart Home Technology

As technology advances, so does its integration into home decor. Smart home technology is becoming an essential part of modern living spaces. From voice-controlled lighting and thermostats to smart security systems and automated blinds, these innovations offer convenience and efficiency. Seamlessly blending technology with stylish design ensures that modern homes are not only aesthetically pleasing but also highly functional.

Textural Contrast

Another trend gaining momentum is the use of textural contrast. Combining different textures, such as smooth leather with plush velvet or rustic wood with sleek metal, adds depth and interest to a room. This approach helps to create a layered look that is both inviting and visually stimulating. Textural contrast can be incorporated through furniture, textiles, and decor accessories, enhancing the overall tactile experience of a space.

Personalization and Customization

Modern home decor trends emphasize personalization. Homeowners are increasingly seeking ways to make their spaces uniquely their own. Custom furniture, personalized artwork, and bespoke decor items allow for a high degree of individual expression. This trend encourages creativity and ensures that each living space reflects the tastes and preferences of its inhabitants.

In conclusion, staying updated with the latest trends in home decor can greatly enhance the style and functionality of modern living spaces. Embracing sustainable materials, maximizing natural light, and incorporating bold colors and patterns are just a few ways to create a contemporary and inviting environment. For those looking to infuse their homes with fresh, current styles, exploring options for home decor in Fresno, CA, can provide additional inspiration and resources.

Magic Koil US mattress is a case in point. Backed by 12 years of expertise in the business, Magic Koil has positioned itself as a pioneer of an innovative design of quilting in the field as one of the leading suppliers of bedding products. The company’s products, such as the Infinity Mattress, which is attached with a removable cover, and the Pearl Mattress, which features moire designs with a sand wash effect on their corner tape, have attracted clientele from the local and international markets. Because the brand is also available in different markets, it is believed that the company will experience intense competition. This research aims to provide Magic Koil with insights into market readjustment against its competitors’ products because the pricing strategy of Magic Koil plays a role in the competition. This paper is organized into the literature review, research methodology, and a discussion of the results.

Asia Pacific is one of the fastest growing markets in the global bedding industry, and it is projected that the global market will continue to expand. This may be attributed to the growing middle class population and an increase in the number of double-income families. Market development is also fueled by product innovations in mattress technology. Singapore, as a gateway to the Asia Pacific region, has been actively involving itself in the bedding industry. The vibrant economic growth in the region, coupled with the government’s continuous efforts to position Singapore as a leading business hub, has made Singapore an attractive place to source for products that cater to the Asia Pacific market. Through many kinds of events organized in this region, a lot of manufacturers are encouraged to use Singapore as the marketing base.

1.1. Background of Magic Koil Mattresses

Apart from these internationally branded mattresses, Magic Koil also has another brand called the Elite Sleep brand in some countries. However, the Elite Sleep brand mainly carries pocketed spring mattresses with different firmness. As Magic Koil mattress store Singapore carries various types of mattresses, the pricing strategy is quite varied based on the technology and material used in the mattresses. There can be a premium range with a higher price before promoting so that most of the common people can also have the opportunity to purchase affordable good quality mattresses. There is also another economic range mattress which is much more affordable for many consumers but with not so high technology in the mattresses. This allows the actual conditions of the consumers to have different choices based on their affordability of the mattress.

Before conducting a comparative analysis of Magic Koil mattresses, let’s have a brief understanding of the background of Magic Koil mattresses. Magic Koil Mattress Pte Ltd is a well-known brand in the mattress market in several countries. Magic Koil mattress has its headquarters in Singapore and was founded in 1995. The retail outlets of Magic Koil can be found in Singapore, Malaysia, Indonesia, Hong Kong, and Brunei. In Indonesia, Magic Koil brand achieved the Best Mattress Award in the Home Products Category in 2017. In Hong Kong, Magic Koil brand achieved the Hong Kong Top Brand Awards in 2019 and 2020. Magic Koil carries different types of mattresses such as pocketed spring mattresses, also known as individually wrapped mattresses. There are also mattresses with chiropractic care functionality to support back care during sleep. There are also natural latex mattresses which provide much better comfort and air flow. There are also bamboo-treated cover mattresses which provide some kind of anti-stress and cooling function during sleep.

1.2. Purpose of the Study

The modern pace of life depends on many factors, but the most important role belongs to the place where we get our energy – during sleep. Its quality significantly affects the health and working ability of individuals. In order to ensure durable, sound sleep filled with energy, a quality bed and mattress is needed. The company “Magic Koil” – a brand with a rich tradition – has entered the Georgian market. The company is actively engaged in the Singaporean, Australian, British and other European and non-European markets. The purpose of the study is the comparative analysis of Magic Koil mattresses in different markets. Based on the review of existing scientific literature, the authors have not found a study that identifies the distinctive features of consumer demand related to “Magic Koil” mattresses in different markets – European and American, as well as the study that identifies the individual characteristics of a mattress (viewed through the marketing prism) with the help of questionnaire methods (using LinQStat online resource).

The global market environment is becoming increasingly complex, but demand for different products is increasing. Accordingly, it is very important to find answers to the following question when selecting a target market: “What does the consumer need?” and study the distinctive features of demand as it concerns a specific product, as well as the individual characteristics of each market. The operation of any company is closely connected with marketing. Even though the setting up of a marketing department in small companies raises some skepticism (on behalf of the administration), it is definitely known that creation of marketing measures and their adaptation to the features of a particular target market is essential for the success in business. This issue is very important in the case of the company under review. Magic Koil has succeeded in ensuring operational efficiency and efficiency in the production, sales and profitability sectors by promoting innovation and using new methods in manufacturing management.

2. Magic Koil Mattress Features

People living in warm climates often prefer mattresses that are not too warm to sleep. A good mattress will have a woolen blend that can keep the mattress cool during warm weather.

Magic Koil mattresses have been designed to have individual pockets for the spring inside the mattress. A pocket spring system ensures that the mattress does not make a sound when there is any movement during sleep. Such a feature can be a significant advantage.

Some mattress manufacturers have come out with the use of ash 2000 soya memory foam at the upper end of the mattress to enhance customer perception.

A good mattress uses spike latex in addition to normal latex for additional spinal support. With the number of people suffering from back problems, such a product feature has gained importance.

A mattress is a critical component of sleep in the evenings. Magic Koil has emerged as a popular demand brand for quality mattresses. Therefore, a comparative analysis of Magic Koil mattresses has to focus on critical features. The significant features of the mattress are:

2.1. Materials and Construction

The materials and construction of the mattresses are important since the comfort and durability provided reflect the quality of the product. The information was gathered through interviews conducted with several retailers with a range of prices used by outlets in the different countries. The stiffer and flex-foam core, in general, is the consumers’ main concern with regard to the feel and durability of the mattress. Pocketed spring core mattresses yield significant postural support by varying support from one part of the mattress to another. However, the consumer has some reservations about their construction because in case the springs cannot be replaced, they perceive that they are throwing out the entire mattress instead of just replacing the springs.

To investigate the development of similar products in different markets, the same approach used in the early work of Kaufer and Lippman was used to evaluate Magic Koil mattresses distributed in Singapore and compare them to others from Korea, Australia, and the US. The aim is to determine how the quality and price of Magic Koil mattresses fare with respect to other similar mattresses in different markets. Statistical models were developed to assess the relationship between quality and price. The findings are useful in understanding how similar products with different country designs distribute in markets with different ppp-adjusted GDP per capita.

3. Market Analysis

The assumption that all these differences in operational conditions do not affect the brand marketing approach is a great simplification. The author develops a conceptual model to identify the optimal configuration for consumers of multinational retailers in the context of the host country, including a set of factors that affect a consumer’s utility, and a mechanism by which the performance of a given configuration of these elements can be gauged. Five factors were identified as potentially meriting attention, including the consumer’s familiarity with the retailer and its market strategy, clustering and back-end knowledge transfer, product availability, and price differences. No consideration is given to consumer characteristics that might affect the relevance of these elements or their impact, such as demographics, preference structure, or shopping habits. Indeed, the fact that the research focused on Fair-Price outlets in Singapore suggests a DDR approach to international market entry.

Most of the analysis in this project will relate to the Magic Koil consumer in three markets – Singapore, P.R. China, and Russia. The Magic Koil operations in these three markets are one of the most illustrative – they are geographically distant with an apparent low integration between the markets, they have different economic and cultural conditions, different distribution structure, different competitor sets, and other differences which will be revealed further. But, at the same time, the core consumer demand and consumer preferences can be practically the same. Firstly, the developing Magic Koil buying behavior and segmentation markets and other brand positioning efforts are based on these insights, and secondly, now we are trying to grasp the geography sector by sector and distribute a range of different features of Magic Koil products which are needed on foreign markets into due marketing effort.

3.1. Magic Koil in the US

It is interesting to see that Mattress Koil Inc’s experiences were mentioned above. The two families jointly operate Magic Koil, which has been based in Singapore for over 19 years. Is the Magic Koil product line unique enough to demand consideration for marketing mantra, overcoming significant market differences? In 2013, most Asian market sales were from five families of crews who started new businesses with Magic Koil. Some of those families sold mattresses in Cambodia and Vietnam, but Indonesia has been the site of greater interest. However, earlier interest in the Middle East market and South America has waned somewhat. After candid discussion during the 2013 annual industry meeting in Singapore, now just the Francis family ships special label mattresses to serve these diverse merchant families’ regional distribution preferences.

3.2. A Comparison of Magic Koil’s Experiences in Singapore and the U.S.

The U.S. subsidiary, Magic Koil USA, was established in 2010 in response to an unsolicited offer from Haselkamp, a U.S. mattress center distributor and an unrelated third party, to be Magic Koil’s U.S. distributor. In the initial year of operations, the U.S. subsidiary was disappointed with net losses of $42,000 in 2012 on revenues of $215,000. However, Magic Koil USA sold $573,000 in mattresses in 2013 and earned net profits of $56,000. The objective of Magic Koil USA is to continue to expand, but the company does not anticipate U.S. sales to exceed $800,000 annually for the next three years. These early experiences have steered Magic Koil to the U.S. marketplace and the company has been learning the differences between the U.S. and S.E. Asian mattress markets.

Magic Koil in the U.S.

3.2. Magic Koil in Singapore

Magic Koil is sold through both mass merchants, such as Carrefour, and retailers with a door or shop. Its available sizes are the same as in Malaysia and Singapore. Introduced to the Singaporean market, Magic Koil has always been a market leader in quality mattresses. To ensure that customers purchase with confidence, Magic Koil always provides clear product line shaping and specifications of each item. Due to changes in the socio-economic environment, living standards, as well as the economic boom in Singapore, demand for quality mattresses in the country has increased. Housewives in the market with high personal income, lack of time, and an increase in the number of dual-income families indirectly results in changes in consumer perceptions. Therefore, Singapore is only given three product lines: Branded, Duplex Support, and Orthopedic Superior. The expansion of Magic Koil’s market coverage is subsequently in line with changes in consumer perception in the market.

Singapore, a metropolitan state, is well known for its high level of living standards, quality educational system, as well as a tourist destination. Vision 2028 was launched with the aim of raising aspirations and making higher education accessible to more young Singaporeans, providing students with excellent facilities, nurturing resilient, resourceful, and innovative citizens, promoting a lifelong love for learning among Singaporeans, increasing the capacity of the higher education sector, and improving research with practical applications. As the majority of Singaporeans long for higher living standards and are well off, Magic Koil has limited product lines in the country. Currently in Singapore, apart from marketing and selling its mattress, Magic Koil also places great emphasis on retailing and merchandising, as the taste and appreciation of Singaporeans towards their living standards has gradually changed. The company has indicated that to promote itself, it does a lot of advertisements to improve customer relations and public relations activities.

3.3. Maxcoil in Australia

MaxCoil Australia mattress is almost entirely bed imported and sold in Australia. It is important to closely investigate the service quality provided by MaxCoil Trading. Focusing on the purchase of mattresses and the last third stage of the distribution chain: my specific product choice, purchase history, and order lead times; product delivery and adjustable timing; product condition and quality expectations upon receipt; price of the product and/or the service conditions. In relation to MaxCoil Trading only, the general survey provided by Target Research cannot be used, except for the investigation and requests. Further surveys, which may be subjective and confidential by nature, may be run to get additional general knowledge on MaxCoil Trading as the data provider. Future attempts involving Magic Koil Trading and MS Negara Trading may prove useful in understanding potential responses to further markets.

3.3 MaxCoils in Australia. Since 1996, MaxCoil Trading has been the authorized distributor for MaxCoil mattresses in Australia. Importing many thousands of Magic Koil mattresses, they guarantee that every one of their mattresses and bed bases meets the stringent Australian standards required for exports to their country. While the list of exporting companies is closed, it is important to note that Magic Koil and MaxCoil mattresses may be engineered at different production units. As of June 23, 2009, there are 135 patents granted to Maxim House Corporation Pte Ltd, among which there are several filed in Australia. Preliminarily, it is noted that these could be new inventions or related to the same existing products, and that no quality assurance guarantee is given to the mechanism characteristics and the mattress layers found in the Magic Koil models after MaxCoil’s history start.

4. Consumer Preferences

Normal.dotm 3 Netsoft Chipal 1 Consumer preferences It is widely assumed that the cross-country comparison can be comprehensive only if all countries are evaluated on the same market. This means that at least the same product or service should be considered in the context of all the countries involved in the research. The only way to reach this goal is to build a case when a particular range of products is available in the same brand growing in different countries. Special attention should be paid to products that are difficult to compare because of cultural background, design, quality, taste, or a sort of other reasons. Offering traditional products from different countries provided by a local brand can be a criterion for similarity. In this case, the problem of consumer preferences of our interest, as well as the competitors’ response, is interesting to perform. One way of attempting to reveal a foreign consumer’s (dis)taste if the product is characteristic mainly of one country or a few countries, is to make a comparative analysis of the markets’ behavior to various offers of similar products. The idea of our approach is based on that assumption.

4.1. Survey Results

Respondents use the mattress for an average of 5.33 years, and their average expenditure on the mattress is HK$4,470. This amount includes such items as the frame, pillow, etc., making the actual average expense of the mattress lower. The general impression of Magic Koil’s mattress is the good design, ample cushions and content surface. Attributes regarded as the most important include the degree of hardness, size and weight. However, the main characteristics most seriously noted by the consumers include strong wear and tear characteristics, and good and strong back support, rather than heat insurance, water resistance and fitting body curvatures. After experiencing the Magic Koil mattress, the expectation of the respondents to Magic Koil mattress, not just the same needs, drop significantly for items they did recognize as important the first time.

The brands and models of mattresses under survey are Multicare series, Singapore’s best-seller, followed by Crystal, Orthopeace, Impress, Comfort EZ, Leisure/Zen and HR Deep. The mattress that the respondents were using before the current one is mainly Sealy, followed by Simmons, Dunlopillo, King Koil and Magic Koil. Despite the fact the survey was done in 2 departmental stores that are both agents for Magic Koil, almost 40% of the respondents were not aware of the fact that they are using Magic Koil products. As the products of King Koil, Simmons, Sealy and Restonic are featured more in the department stores of those 2 agents, it is no wonder that more respondents thought the products that they use are made by King Koil or other brands. Under the so-called brand effect, consumers simply thought their products were from those renowned brands.

5. Conclusion and Recommendations

A significant contribution of this study is that the findings also proffer a cogent and coalescing response to the calls for new and thoughtful inquiry into the ways in which firms comprehend and act on the imperatives to maintain and satisfy customer relationships across national cultures. They also inspire current researchers to think positively about future work, extending the purport of the current work. The positioning of the comparative analysis of magic koil mattress segments as a method analogy undergirds the impingement of a relevant aspect of international marketing and cross-cultural comparisons in other global markets. Indeed, when national culture is ignored in such comparative ventures, researchers may at the very least measure different constructs across cultures, hopefully not making erroneous conceptualizations of the scales. Additionally, if it can be demonstrated how cognitions of business, moral, and logistics cultures of the developing scholars and practitioners in this arena, the realization of modeling boardrooms and negotiating corridors as both distinct and dynamic national markets becomes feasible.

The linkages between culture in the U.S. and Singapore for the mattresses market are significant as the U.S. and Singapore are the two most highly developed economies, with higher literacy rates, universities, and technological capacity, offering residents a high standard of living and greater access to technological innovations in healthcare and other fields. However, recall that variations in hybrid global-local segmentations between markets are attributing to the political, social, and cultural issues within each of foreign and local markets. Given its importance, such boundary-spanning understanding of the variations in magic koil mattress embodiments across business, moral, and logistics cultural complexities may afford insights into the holistic side of consumers’ ‘market offerings’. A simple understanding of how magic mattress emerges on its home turf and abroad may not provide the necessary compensating response in understanding consumers’ behavior.

This research concludes on highlighting the importance of addressing multiple national markets in studying the impact of national culture on business conduct. After examining the business, moral, and logistics cultures, the study found encouraging evidence that these cultural practices may be crucial in shaping those differences in the external behaviors among multinational firms operating in developed (U.S.) and developing (Singapore) markets. Specifically, the findings suggest that firms operating in the highly developed U.S. economy may be more concerned with business culture, moral culture, and logistics culture in their external business conduct compared to firms operating in the developing Singapore economy. This study is to be regarded as an extension and an expansion of previous studies.