Spring Air International has released findings from recent consumer research conducted by research firm Schlesinger Associates among 1,500 U.S. women. The purpose was to measure recognition of the Spring Air brand as compared with its main competitors, other mattress licensing groups. Spring Air said results show that aided awareness of its brand is stronger than aided awareness of many other licensed mattress brands. Study respondents were women, aged 35 to 65, with household incomes above $50,000.
“More than half of respondents said Spring Air was a mattress name they recognized, while other brands in the study had recognition rates of from 10% to 17% percent,” said Rick Robinson, Spring Air president. “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, and that higher close rates are far more likely when selling Spring Air products than other licensed mattress brands.”
Other study findings showed that 64% of respondents would spend up to 20% more to purchase a mattress brand they recognize, while a full 95% of the sample would buy a recognized brand over another brand, when quality and cost are perceived as equal.
“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.