Project On Sulfex Matrex Kannur

A Study on Consumer Perception of Sulfex Mattress Company, Ellamparamba, Kannur
Institute of Technology Mayyil, MBA 2012 2014 1

INTRODUCTION AND DESIGN OF THE STUDY

1.1. INTRODUCTION
Consumer perception of product value is central to all stages of the process of bringing
products to markets, from design and manufacture to distribution and retail. As a result,
product strategy needs to respect customer needs in order to achieve or retain competitive
advantage in providing innovative and differentiated products. Increasingly however, markets
are becoming saturated with homogenous product offerings with little differentiation in terms
of technology or function. In many mature markets the process of consumer decision making
is no longer governed by intrinsic factors such as pricing or performance; instead it is
extrinsic factors such as brand, service and ethical behaviour that is becoming increasingly
influential to consumer product choices.
As one of the most important emerging markets, India has attracted a large number of
international brands. The Dramatic changes within the economy have resulted in many new
opportunities. There has been a significant rise in consumer disposable income, a
development of modern urban lifestyles, and an increase in consumer awareness. These
changes have affected buying behaviour and the consumer decision making process.
However, relatively little is still known about how Indian consumers perceive products. .

1.2. SIGNIFICANCE OF THE STUDY
The study is conducted to analyse the customer perception of Sulfex Mattress Company.
Consumer perception describes how customers and potential customers view a company and
its products and services. Consumer perception is important to businesses since it can
influence consumer behaviour, which ultimately affects the profitability of a business. Many
businesses spend large amounts of resources to influence consumer perceptions.

1.3. SCOPE OF THE STUDY
This study makes an attempt to understand the industry in general and the Sulfex
Mattress in particular.
The study can provide valuable suggestions to the management for the improvement of
the organization.
It is an interesting and significant area for conducting research.
The study made on the topic of consumer perception will reveal the factors regarding
the feelings of consumers.
This report is useful to the management of the company, to know the perception level of
consumers and they can take measure to increase productivity

1.4. OBJECTIVES OF THE STUDY
Primary Objective:
The primary objective of the study is to analyse the consumer perception of Sulfex
Mattress Company, Ellamparamba, Kannur.
To derive a clear cut knowledge about the organization.
Secondary Objective:
To analyse the current market trend in mattress industry.
To analyse the customer awareness towards the Sulfex Mattress.
To analyse the demographic profile of the Sulfex customers.
To find overall satisfaction of Sulfex customers.
To suggest an effective marketing plan for Sulfex mattress. And most importantly
To find out the consumer perception towards Sulfex mattress

1.5. METHODOLOGY
In order to found out a research study a knowledge of the process of research and the various
steps followed in research from identifying the topic to make the conclusions are very
important. Method of Data collection and analysis are extremely important. Research is a
careful investigation or inquiry especially through search for new facts in any branch of
knowledge. It is an original contribution to the existing stock of knowledge making for its
advancement.
Research may be defined as the objectives and systematic method of finding solution to a
problem. It gives a structured picture for the management processes like decision making
and planning in accordance with data collected. Methodology gives the true path to find
solution to certain problems. It also refers to the sequence and steps to be adopted by the
researcher in studying problems with certain objectives in view. Research design is a formal
plan of action for a research project. Research design helps researchers to lay out their
research questions, methodologies, implementation procedures, data collection and analysis
for the conduct of a research project. Generally there are three types of research design:
quantitative design, qualitative design and mixed methods design.
Research design is a decision making process. Generally speaking, the research design
decisions are influenced by the questions the investigator is trying to answer, by the
resources such as time, trained personnel, money that the researcher have at hand, by the
characteristics of the research sites, and also by the researchers personal preferences.

1.5.1. RESEARCH DESIGN
An integral component of a research design is the sampling plan. Specifically, it addresses
three questions:
Whom to survey (The Sample Unit)
How many to Survey (The Sample Size) &
How to select them (The Sampling Procedure)
Making a census study of the whole universe will be impossible on the account of
limitations of time. Hence sampling becomes inevitable.

1.5.2. RESEARCH PERIOD
The study was conducted for a period of 45 days.

1.5.3. SAMPLING UNIT
The sampling units selected in this study are consumers of Sulfex Mattress Company,
Kannur.

1.5.4. SAMPLE SIZE
A numbers of 100 respondents are selected for this study.

1.5.5. SMAPLING TECHNIQUE
Simple Random Sampling Technique

1.5.6. TOOLS FOR DATA COLLECTION
Questionnaire
Personal Interaction

1.5.7. METHODS OF DATA COLLECTION
Primary Data
The primary data is directly collected from the Sulfex consumers by surveying them.
Structured questionnaire was made based on the objective of the study.

Secondary Data
Data collected through the annual reports, manuals, and other relevant documents
produced by the firm, text books and journals and collection of data through theliterature
provided by the firm, and data collected from the internet were also constitute the
secondary data sources.

1.6. TOOLS FOR DATA ANALYSIS
Different tools used in this study are:
Simple Percentage Method
In this project, percentage method test is also used. The following is the formula:

Pie Diagram
Bar Diagram
Tabulation

1.7. LIMITATIONS OF THE STUDY
The survey was conducted within the boundaries of Kannur district.
Some respondents did not co-operate.
The sampling was restricted to 100 respondents.
The training period was limited to 45 days

1.8. CHAPTER SCHEME
The research report is presented as follows:
Chapter 1: I ntroduction and Design of the Study
It covers the introductory part of the research work
Chapter 2: Review of Literature and Theoretical Framework
Here the underlined theories related to the study are provided
Chapter 3: Profile of the Study Area
This part provides description Industry Profile, Company Profile, etc.
Chapter 4: Analysis and I nterpretation of Data
Here the data are analysed using different tools
Chapter 5: Findings, Conclusions and Suggestions
Here findings, conclusions and suggestions are provided on the basis of data analysed


REFERENCE:
L.R.Potti, Research Methodology, Yamuna Publications, Thiruvananthapuram
C.R.Kothari, Research Methodology Methods and Techniques, New Age
International (P) Ltd publishers, New Delhi, Second Edition.
Rajan Sexena, Marketing Management, Tata McGraw Hill Education Pvt Ltd,
New Delhi
www.expertscolumn.com
www.scribd.com

REVIEW OF LITERATURE &THEORETICAL FRAMEWORK
MARKETING & MARKETING CONCEPT
Consumer behavior can be seen as the behavior that consumers display in searching for,
purchasing, using, evaluating, and disposing of products and services that they expect will
satisfy their needs.
The strategic and applied field of Consumer behavior is rooted in three philosophically
different business orientations that lead up to an extremely important business orientation
known as the Marketing Concept.
Marketing can be defined as the management process through which goods and services move
from concept to the customer. It involves the co-ordination of four elements called the 4P's of
Marketing.
Identification, selection and development of a Product.
Determination of its Price.
Selection of a distribution channel to reach the customer Place, and,
Development and implementation of a Promotional strategy.

Or in other words marketing can be viewed as social and technical activity undertaken by a
company in identifying and satisfying consumer needs in such a way that the customer is
highly satisfied.
In the words of Dr. Philip Kotler, Marketing is the Science and Art of exploring, creating, and
delivering values to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires; it defines, measures, and quantifies the size of the identified
market and the profit potential. It pinpoints which segments the company is capable of serving
the best and it designs and promotes the appropriate products and services.
Basically marketing can be seen as social and technical activity undertaken by the company in
identifying and satisfying customer needs in such a way that the customer is highly satisfied.
A satisfied customer is the best promotional tool for the company.
Since its emergence in 1950s, many companies have very successfully adopted the marketing
concept. The results has been more products, in more sizes, models, versions, and packages,
offered to more precisely targeted (and often smaller) target market. This has resulted in an
increasingly competitive marketplace. And, with the rapid and widespread acceptance of the
internet and other aspects of digital revolution, marketers have been able to expand their
offering of more products and services, and more options as to their distribution, while
reducing the costs and barriers of entering many industries. This has accelerated the rate at
which new competitors enter the markets and has also speeded up the rate at which
segmentation, targeting and positioning approaches must be updated or changed, as they are
imitated or made obsolete by the offerings of the new business rivals. Most of all these
changes have overwhelmingly been very positive for the consumer. Specifically consumers
have benefited from their ability to be proactive in seeking out online information, opinions,
product availability, and price comparisons. Also and very important, consumers have been
able to use the internet to easily find other consumers and read about their actual experiences
and evaluations of the goods or services that they are contemplating purchasing.
Savvy marketers today realize that in order to outperform competitors they must achieve the
full profit potential from each and every customer. They must make the customer the core of
the company's organizational culture, across all departments and functions, and ensure that
each and every employee views any exchange with the customer as a part of customer
relationship, not as a transaction.
CUSTOMER VALUE, SATISFACTION, TRUST, AND RETENTION
Customer value can be thought of as the ratio between the customers' perceived benefits
(economic, functional, and psychological) and the resources (monetary, time, effort,
psychological) to obtain those benefits. Customers know what to expect, and they feel that
they are gelling value for the resources they expend.
Customer Satisfaction is the individual customer's perception of the performance of the
product or services in relation to his or her expectations. The concept of customer satisfaction
is a function of customer expectations. A customer whose experience falls below expectations
will be dissatisfied. A customer whose expectations match experience will be satisfied. And
customers whose expectations are exceeded by the experience will be very satisfied or even
delighted.
Closely related to the challenge of satisfying consumer is the challenge of establishing and
maintaining consumer trust in a company and its products. Trust is the foundation of
maintaining a long standing relationship with customers. And it helps to increase the chances
of customers will remain loyal.
The overall objective of providing value to customers continuously and more effectively than
the competition is to have and to retain highly satisfied and trusting customers, and from time
to time even surprise them by providing the elements of delight to their dealings with the
company.
CUSTOMER PERCEPTION
In today's globalizing economy competition is getting fiercer. That means it becomes more
difficult for products and services to differentiate themselves from other offerings than ever
before. Not only is the number of competitive offerings raising duet globalization of
production, sourcing, logistics and access to information. Many
Products and services face new competition from substitutes and from completely new
offerings or bundles from industry outsiders. Since product differences are closed at an
increasing speed and many companies try to win the battle for customers by price reductions,
products and services tend to become commodities.
On the other hand, customer behavior has become more complex. On one hand, customers
have become more price sensitive - searching for bargains at marketplaces or buying their
groceries at discount markets. On the other hand they enjoy branded and luxury goods.
In the result, customers have a wider choice of often less distinguishable products and they
are much better informed. For many offerings the balance of power shifts towards the
customer. Customers are widely aware of their greater power, which raises their expectations
on how companies should care for them. Bringing it all together, it becomes ever more
difficult to differentiate a product or service by traditional categories like price, quality,
functionality etc.
In this situation the development of a strong relationship between customers and a company
could likely prove to be a significant opportunity for competitive advantage. This relationship
is no longer based on features like price and quality alone. Today it is more the perceived
experience a customer makes in his various interactions with a company (e.g. how fast, easy,
efficient and reliable the process is) that can make or break the relationship. Problems during
a single transaction can damage a so far favorable customer attitude. The consequence for
companies is that they have to adapt their ways of competing for customers. Traditionally,
companies have focused their efforts of customer relationship management on issues like
customer satisfaction and targeted marketing activities like event marketing, direct marketing
or advertising. Although doubtless necessary and beneficial, these activities are no longer
enough. They narrow the relationship between company and customer down to a particular set
of contacts in which the company invests its efforts. Most likely this will produce not more
than a satisfied customer who is well aware of the company's offerings and has a positive
attitude towards them. However, a satisfied customer is not necessarily a loyal one.
If a customer is satisfied that means that a product of service has met his expectations and that
he was not dissatisfied by it. Customer satisfaction is doubtlessly very I important. It is the
precondition for repeal: purchases and it prevents the customer, from telling others about his
disappointing experiences. A loyal customer, however, is more than a customer who
frequently purchases from a company.
The difference is the emotional bond which links the customer so closely to the company that
he develops a clear preference for these products or brands and is even willing to recommend
them to others. Loyal customers truly prefer a product, brand or company over competitive
offerings. Thus loyalty goes beyond a rational decision for known quality or superior price-
performance-ratio. It is about the customers' feelings and perceptions about the brand or
product.
When the customer makes his buying decision, he evaluates the benefits he perceives from a
particular product and compares them with the costs. The value a customer perceives when
buying and using a product or service go beyond usability. There is a set of emotional values
as well, such as social status, exclusivity, friendliness and responsiveness or the degree to
which personal expectations and preferences are met. Similarly, the costs perceived by the
customer, normally comprise more than the actual price. They also include costs of usage, the
lost opportunity to use other offerings, potential switching costs etc. Hence, the customer
establishes an equation between perceived benefits and perceived costs of one product and
compares this to similar equations of other products.
Based on this, customer loyalty can be understood as to how customers feel about a product,
service or brand and whether their perceived total investments in it live up to their
expectations.
The important point here is the involvement of feelings, emotions and perceptions, today's
competitive marketplace, these perceptions are becoming much important for gaining
sustainable competitive advantage.
Customer perceptions are influenced by a variety of factors. Besides the actual outcome - i.e.
did the product or service deliver the expected function and did it fulfill the customers need -
the whole process of consumption and all interactions involved are of crucial importance. In
today's globalized information driven economy this can also comprise issues like, how other
customers or influencing groups perceive the product or brand, the degree to which the
customer feels the actual marketing campaign addresses the most important issues,
Responsiveness and service quality of any affiliates, e.g. distribution partners, etc.
Consumer perception can be defined as 'A marketing concept that encompasses a customer's
impression, awareness and/or consciousness about a company or its offerings'. Customer
perception is typically affected by advertising, reviews, public relations, social media,
personal experiences and other channels which can attract consumer attention.
Customer perceptions are dynamic. First of all, with the developing relationship between
customer and company, his perceptions of the company and its products or services will
change. People's perception of something can vary greatly from person to person, with each
one forming an individual opinion about the stimuli (agents, action or conditions that elicit a
response) being received. Individuals are continually receiving "messages" through the five
senses: touch, taste, smell, sight and sound. Successful marketers use those senses to stimulate
consumers to examine a product. Perception is one of the key psychological factors that
influence consumer behavior.
In marketing, the role of perception in consumer behavior is all about recognizing how
consumers view a company's product or service. A consumer's motivation for buying a
particular product or service often comes down to image. People wish to be perceived as
having the ability to make the "right" choices and pick the "right" products. Marketers use
perception to target people's need to fit in and be part of a larger group of discerning
consumers and help companies to more effectively reach consumers.
The significant role played by perception can be exemplified when two identical products are
marketed in completely different ways, thus creating distinct perceptions of each product.
Depending on consumers' perception, each product can be received quite differently:
favorably, less favorably or not at all. Marketers must distinguish their message from their
competitors' to grab consumers' attention. People are often willing to pay for a more
expensive product over its less-expensive but identical counterpart just because they perceive
it to be a "better" product.
There are several factors that can influence the role of perception in consumer behavior:
exposure lo stimuli, interpretation of said stimuli and the ability to identify changes in the
intensity of stimuli. Exposure involves the levels to which consumers encounter stimuli, like
commercial messages in the form of billboards, television and radio advertisements or oilier
advertising media. Interpretation involves consumers making sense out of the messages
received, such as recognizing a brand name or logo.
According to Weber's Law, a consumer's ability to identify changes in stimulus intensity is
strongly related to the original intensity of the stimulus. In other words, the more dramatic the
change in the intensity, the more noticeable it will be to consumers.
A number of aspects will influence how consumers perceive a product or service. The
relevance to consumers' lives will definitely affect how much attention consumers give to a
perception of a certain product or service. Pleasant or very unpleasant stimuli
(advertisements) can command consumers' attention, with irritating messages sometimes
being an extremely effective marketing strategy. Surprising stimuli or stimuli with a
noticeable contrast (to its surroundings) or prominence (larger or Centre placement) will also
gain.
The more experience the customer accumulates, the more his perceptions will shift t from
fact-based judgments to a more general meaning the whole relationship gains for him. Over
time, he puts a stronger focus on the consequence of the product or service consumption.
Hence customer satisfaction and consumer perception are two important factors influencing
the profitability and performance of a company


REFERENCES:

Kotler Philip, Marketing Management, Prentice-Hall of India Pvt. Ltd., New Delhi,
2004
Krishna Aradhana (1991), "Effects of Dealing Patters on Consumer Perception of Deal
frequency and Willingness to Pay", Journal of Marketing Research (JMR), November,
Volume 28
Leon G. Schiffman, Leslie Lazar Kanuk, S. Ramesh Kumar, Consumer Behavior,
Pearson Education Inc., 2011
Morgan C.A, Understanding and Developing Your (People) Assets, Retrieved
November 16, 2012, B2B International Market Research, 2012
Rajan Saxena, Marketing Management, Tata McGraw hill Education Pvt. Ltd., New
Delhi, 2010
www.expertcolumn.com
www.wikipedia.com
www.scribd.com

PROFILE OF STUDY AREA
INDUSTRY POFILE
INTRODUCTION
A mattress is a large pad for supporting the reclining body, used as or on a bed. Mattresses
may consist of a quilted or similarly fastened case, usually of heavy cloth, that contains hair,
straw, cotton, foam rubber, etc.; a framework of metal springs; or they may be inflatable. The
word mattress has derived from the Arabic "mat-rah", which means "something thrown
down" or "place where something is thrown down" and hence "mat, cushion". During the
Crusades Europeans adopted the Arabic method of sleeping on cushions on the floor, and the
word matters eventually descended into Middle English through the Romance languages.
Early mattresses contained a variety of natural materials including straw, feathers or horse
hair. In the first half of the 20th century, a typical mattress sold in North America had an
innerspring core and cotton batting or fiberfill. Modern mattresses usually contain either an
inner spring core or materials such as latex, visco elastic or other flexible polyurethane foams.
Other fill components include insulator pads over the coils that prevent the bed's upholstery
layers from cupping down into the inner spring, as well as polyester fiberfill in the bed's top
upholstery layers. Mattresses may also be filled with air or water, or a variety of natural
fibers, such as in futons. In Southeast Asia, bedding is made with kapok. In 1901 the English
bed maker VI-Spring introduced the first individually wrapped pocketed spring coil mattress.
In North America the typical mattress sold today is an innerspring; however there is
increasing interest in all-foam beds and so-called hybrid beds, which include both innerspring
and high-end foams such as visco-elastic or latex in the comfort layers. In Europe,
polyurethane foam cores and latex cores have long been popular and make up a much larger
proportion of the mattresses sold in the beginning.

HISTORY
In the Neolithic period, people began sleeping on primitive beds, the ones our parents evaded
made with leaves and grass and wrapped in hides. Though not as comfy as the modern day
mattress, these first beds were the better alternative to sleeping on the ground and huddling
together with other pre-historic humans for warmth, which might not have been as bad if pre-
historic humans were better looking. Egyptian pharaohs began sleeping in beds raised from
the ground after discovering that sleeping in higher platforms was more beneficial. Soon
everyone began to "sleep like an Egyptian" and beds were raised off the grounds everywhere.
The Greeks are credited for making beds less about sleep and more about decor. They created
ornate bedsteads, lacing them with hide strips and topping them with animal pelts. Pillows,
costly and gaudy, became a symbol of status and typically those who were allowed to rest
their heads, were heads above most others.
Then enter, who else, the Romans. The Romans are credited with discovering the concept of
the waterbed. When in Rome, a person would recline in a cradle of warm water until they
became drowsy. Once sleepiness set in, they were lifted onto a mattress and rocked to sleep.
Romans, because of this, probably took several naps a day. In the Renaissance Era, mattresses
were filled with pea shucks, straw, or feathers and stuffed into cloth cases. They were then
covered with velvets and silks. The 16th and 17th centuries saw mattresses similar to the
Renaissance Era, but out went the velvet and silk and in came the latticework of rope.
Coir Mattress Industry
Natures wonder fibre is extracted from the protective husk of the coconut. This gold colored
fibre is spun into a breath taking range of textured yarn and worn into a spectrum of colorful
items. The floor covering the husks are separated from the nuts and retted in lagoons up to ten
months. The retted husks are then beaten with wooden mallets manually to produce the
golden fibre. The fabric is later spun in to yarn on traditional spinning wheels called "rats'
ready for dying and weaving in to many shades of floor coverings. A wide variety of coir
yarns are produced and each variety is associated with certain specific characteristics used for
agricultural, industrial, and domestic applications. The starting point of the industry is the
process of de-husking after harvesting of mature coconut crop. Coir fibres are extracted from
the husk surrounding the coconut.
Palm trees belong to one of the world's oldest plant families, and coconut palms have been
cultivated for at least 4000 years. In Sanskrit, the precursor of the modern languages of Hindi
and Urdu, the coconut palm was called 'the tree that provides for all the necessities of life'. In
fact it is one of the more useful trees on earth, providing food, drink, fibre, fuel, and building
material. Indigenous to South East Asia coconut palm spread throughout.
Coir production has changed a little until efforts were made to mechanize it begun in the
middle of the twentieth century, in India a de-fibring machine was invented in l 1950. Coir
production is an important economic activity in India, where it provides jobs for more than
500000 people. In 1980, the primary coconut fibre producers, India and Srilanka have begun
an on-going effort to identify and correct the modern technologies used for coir production.
One of the important application of this coir is in the production of rubberized coir I which is
used as the main component in cushion making and mattress making, in , India this industry
have blossomed in the last two or three decades. Prior to the year I960 Indian citizens hardly
had any idea of this noble and high quality product. The Main manufacturers after 1960s were
Kurl-on, Banglore
Relax-on, Kolkala
Duroflex, Alappu etc.
Even though in the 1960s there were only a handful of mattresses units, now there are more
than a hundred big and small brands in the market. Most of these manufacturing units are
located in Kerala. Interestingly about 70 % of mattress companies are head quartered in
Kannur district.

COMPANY PROFILE
HISTORY:
Sulfex India Pvt Ltd. is a company founded in the year 1994 by Mr. Muhammed Kunhi, a
prominent NRI business personality with diverse interest in rubberized coir, plywood and
construction in India and also has his trading activities in Middle East. The Sulfex group is a
fast growing entity, surging ahead with various business interests, cultivated by an underlying
passion to pursue excellence on all fronts, Sulfex aims to create lasting value for customers
across the world.
Since its beginning as the manufacturer of exceptional quality rubberized coir mattress, the
Sulfex group has come long way today, together with the two state of the art manufacturing
plants, viz., Sulfex Fibre Products and Sulfex Mattress Company has grown rapidly.
Strategically located in the northern part of Kerala, Sulfex accounts for a mammoth 8000
metric tons annual production capacity which means over 2500 mattresses a day. The high
density rubberized coir bare blocks that Sulfex produce are highly recommended as top layer
for spring mattress worldwide.
The plant employs 400 skilled personnel directly and another 2000 indirectly. Credited with
ISO 9001 and BIS certification the plant follows all the globally accepted policies from I-
IACCP norms of environmental care to the custom of never resorting to child labour to the
last world.
With a turnover that is racing past 400 million in Indian currencies the brand and company is
formidably poised to grow higher. To take full advantage of future possibilities the company
is expanding its core competencies. By consolidating its strength further in its strong hold,
Kerala.
Through a wide network of over 2000 dealers, Sulfex is gradually expanding from its South
Indian markets to the rest of India. Backed by an enormous production capacity and proactive
logistics capability, Sulfex is positioning itself as a front line player in the whole country,
besides a fully dedicated marketing division, head quartered in Bangalore, the company is
making strategic roads into potential market. While a full-fledged overseas marketing division
based in Dubai-UAE, is taping the export marketing potential.
Today, Sulfex mattress and allied products like pillows, bolsters and mats are best sellers
within their market segments. Thanks to the utmost dedication of the management and staff is
the sole reason behind the present success of Sulfex.
Sulfex mattress has an unparalleled tradition of success, even at the times of tough
competition; the company is motivated by the hopes of a better future. As more horizons are
drawing upon, the company is fully poised to surge ahead and turn the possibilities into its
favor, by investing heavily in infrastructure technology and research and development.
A strong infrastructure has played a crucial role in the success of mattress business. Sulfex
regularly invest on acquiring cutting edge technologies. Owing to the focused approach today
the company is with all world class facilities required for mattress production. Sulfex
possesses sophisticated manufacturing units with well-equipped quality testing.
State of the art machinery such as Rope Drying Chamber, Un-twisting Machine, Sheet
Foaming Machine, Drum Press, Spray Booth, Hydraulic Press, Vulcanizing chamber, etc.
installed in the production unit if Sulfex ensure high quality production with least manpower.
However these machines are regularly upgraded as per the rapidly changing industrial needs.
Well trained and highly skilled professionals meticulously work to meet the production needs
as well as to formulate the correct marketing strategy, which can fulfill the customer needs
and wants at a lower and affordable price.
ABOUT THE COMPANY
Name of the company : Sulfex India Pvt Limited
Promoter : Mr. Muhammad Kunhi
Managing Director : K V Hasheer
Year of Establishment : 2002
Constitution : 2002
Products manufactured : Mattresses, Pillows, Cushions, Door and Bath mats, Air
conditioner filters, packing pads
Markets : Kerala, Goa, Mangalore, Virajpett
Production capacity : 2500 mattress/day
Annual Turnover : 250-300 million (in Rupees).
VISION
The Sulfex group of companies, one of the leading mattress manufactures in South India was
established in the year 1994. Sulfex group is a fast growing entity, surging ahead will) various
business interests. Sulfex aims to create lasting value for customer across the world.
MISSION
To provide utmost satisfaction to the customers through be quality and customer care.
To continuously upgrade the product through innovations and convergence of new
technology and to produce the best quality at the lowest cost.
To safeguard and enhance shareholder's value.
To respect the dignity of all employees and to become instrumental in the development of
the country while the environment.
To utilize the surplus income for the welfare of employees and society at large.
SULFEX MOTTO
1. Our customer is the most important person in our premises.
2. Our employees and our workers are our assets.
3. We treat our well-wishers with dignity, respect and care.
4. We are steered by the needs and requirements of our customers and thrive to exceed their
expectations every time.
5. We are responsible to the community in which we do our business, building their skills
and strengths as we do our own.
6. We generate team spirit and encourage employees' participation in the process of
improvement.
7. We never compromise on the quality of our product.
8. We search and innovate for ways to improve our skills to serve our customers better.
9. Above nil, we never compromise on our integrity.
QUALITY POLICY
Quality policy of the Sulfex mattress is to manufacture product as per national and
international standards and make them available as per customer requirement.
Sulfex endeavors to upgrade the quality of its products and related services on a continual
basis through regular improvement efforts. A well-defined quality management
system has been implemented. This system is continually reviewed to enhance its
effectiveness and updated to meet the changing needs.
PRODUCT PROFILE
The rubberized mattress introduced by Sulfex comprises unique combination of100% natural
coir, latex, and an advanced manufacturing technology. The mattress confirms to international
standard in finish and durability. Thanks to the company insights into the sleeping habits of
Indian people and with the dedicated research efforts of health experts, has resulted in the
creation of a scientifically and technically correct model of mattress without losing any
beauty. These mattresses offer maximum comfort and right support for the body while a
person is in tight sleep.
Following are the various ranges of products offered by Sulfex
Sulfex mattress
Sulfex cushions and pillows
Sulfex quick dry mats

Sulfex mat tresses
Sulfex mattresses provide scientifically tested back support and soothing comfort. The main
objective of the company is more mattresses per mattress (more cubic area by giving more
thickness than what is listed). The unique side blanketing, the only mattress to have this
specially prevents sagging and helps to keep dimensional stability, in fact, in spite of the
usage of lining. For the critical tape edging process, the company relays on imported
machinery and skilled manpower. Continuous quality upkeep and an attention to details
ensure that each mattress provides maximum sleeping comfort and extra-long life, the two
critical benchmarks for any good mattress. Sulfex produces three different grades of mattress
namely, soft grade, medium grade, and firm grade. The mattress comes in size, lengths,
widths, and density. Size varies from 72 inches to 78 inches (length), from 24 to 72 inches
(width), from 1 to 12inches (breadth) and density varies according to order specifications.

Mattress ranges offered by Sulfex are:
a) Sulfex President Mattress
b) Sulfex Fantasy plus Mattress
c) Sulfex Heritage Mattress
d) Sulfex Excelsior Mattress
e) Sulfex Tranquil Mattress

Sulfex cushions and pillows
Sulfex provides a range of exquisite pillows and cushions. They are available in matching
colors and designs. When one chooses the best mattress, the company complements them with
the best Sulfex pillows and cushions.

Sulfex Quick Dry Mats
Sulfex has introduced a wide range of finely era lied mats. For entrances, kitchens,
bathrooms, these- Quick Dry Mats have an excellent moisture absorption capacity and dries
well in normal room temperature. It is easy to clean and lasts long. The Sulfex Company
provides one year guarantee for each products. The price fixation is done on the basis of size,
type, quality, etc.
MARKET COMPETITORS
The main competitors of Sulfex mattresses are Relax-On, Sunidra, Kurl-On, Duroflex and
Agreenco Fiber form. The company's competitive strategy is thus comprised of aggressive
sales promotion, advertisement, credit facility, and cash and trade discount.
AWARDS AND ACHIEVEMENTS
Sulfex has both ISO 9001:2000 and ISI Certification, the first company from this industry
to achieve both (in Kerala).
Management System Certified Company.
It is the only company with DGQA (Director General of Quality Assurance) Certificate.
Best Small Scale Industries Award for the year 1998-99.


REFERENCE:

Company reports
Company in-house journals
www.sulfexmattress.com
www.aooHlc.com


ANALYSIS AND INTERPRETATION OF DATA
The data after collection has to be processed and analyzed in accordance with outline laid
down for the purpose of developing the research plan. This is essential for the scientific study
and for ensuring that the researcher has all relevant data for comparison and analysis. The
term analysis refers to the computation of certain measures along with searching for patterns
of relationships that exist among data groups. Thus in the process of analyzing, relationship of
difference supporting or conflicting with original or new hypothesis should be subjected to
statistical test of significance, to determine what validity, data can be set to indicate any
conclusion.
Analysis of data in a general way involve a number of closely related operations which are
preferred with the purpose of summarizing the collected data and organizing these in
such a manner that they answer the research question. Interpretation refers to the task
of drawing interface from the collected facts after an analytical study. In fact it is a search for
broader meaning of research findings. Interpretation has two major aspects namely the effort
to establish continuity in research through linking the results of a given study with those of
another and the establishment of some explanatory concept. Thus interpretation is a device
through which the factor that seems to explain what has been observed by the researcher in
the course of study can be understood and it provides a theoretical conception which can serve
as a guide for researchers.
TABLE NO. 1
AGE OF RESPONDENTS

CATEGORY RESPONDENTS PERCENTAGE
18-25 8 8%
25-35 26 26%
35-45 45 45%
45-60 19 19%
ABOVE 60 2 2%
TOTAL 100 1 00%

CHART NO. 1
AGE OF THE RESPONDENTS

INTERPRETATION:
From the above figure, it is inferred that most of the respondents are in the age group of 35-
45, followed by age groups, 25-35, 45-60, and above 60 respectively.

8%
26%
45%
19%
2%
18 - 25 25 - 35 35 - 45 45 - 60 > 60
TABLE NO. 2
GENDER OF THE RESPONDENTS
GENDER RESPONDENTS PERCENTAGE
MALE 63 63%
FEMALE 37 37%
NOT SPECIFIED 0 0%
TOTAL 100 1 00%

CHART NO. 2
GENDER OF THE RESPONDENTS

INTERPRETATION
From the above figure, it is inferred that of the 100 respondents, 67 were males, and the rest
37 were females.

Male Female Not Specified
63%
37%
0%
TABLE NO. 3
OCCUPATION OF THE RESPONDENTS

OCCUPATION RESPONDENTS PERCENTAGE
STUDENT 8 8%
GOVERNMENT
EMPLOYEE
2 27%
PROFESSIONALS 13 13%
OTHERS 52 52%
TOTAL 100 100%

CHART NO. 3
OCCUPATION OF THE RESPONDENTS

INTERPRETATION:
From the above figure, it is inferred that 52% of the respondents were belonged to the
category of others, Govt. employees (27%), professionals (13%), and students (8%)
contributing the rest.

Student
Government
Employee
Professionals
Others
8%
2%
13%
52%
TABLE NO. 4
AREA OF THE RESPONDENTS
AREA RESPONDENTS PERCENTAGE
RURAL 52 52%
URBAN 27 27%
CITY 18 18%
TOWN 3 3%
TOTAL 100 100%

CHART NO. 4
AREA OF THE RESPONDENTS

INTERPRETATION:

From the above figure, it is inferred that 52% of the respondents are from rural area, while
27% are from urban area. And the rest are from oily (18%) and town (3%) respectively.
52%
27%
18%
3%
Rural Urban City Town
TABLE NO. 5
CUSTOMER OF SULFEX MATTRESS
CUSTOMER RESPONDENTS PERCENTAGE
YES 80 80%
NO 20 20%
TOTAL 100 100%

CHART NO. 5
CUSTOMER OF SULFEX MATTRESS

INTERPRETATION:
From the above figure, it is inferred that 80% of respondents prefer Sulfex products and 20%
does not prefer Sulfex.

80%
20%
Yes No
TABLE NO. 6
REASONS FOR NOT PURCHASING

REASON RESPONDENTS PERCENTAGE
HIGH PRICE 20 20%
POOR QUALITY 10 10%
POOR BRAND IMAGE 40 40%
CAN'T SAY 30 30%
TOTAL 100 100%

CHART NO. 6
REASONS FOR NOT PURCHASING

INTERPRETATION:

From the above figure, it is inferred that 20% of the respondents who does not prefer Sulfex is
due to its high price, 40% due to the poor brand image, 10% clue to poor quality and 30%
does not specified any of the above reasons.
20%
10%
40%
30%
High Price
Poor Quality
Poor Brand Image
Can't Say

TABLE NO. 7
AWARENESS ABOUT THE PRODUCT

OPINION RESPONDENTS PERCENTAGE
YES 85 85%
NO 15 15%
TOTAL 100 100%

CHART NO. 7
AWARNESS ABOUT THE PRODUT

INTERPRETATION:
From the above figure, it is inferred that 85% of the respondents were aware about Sulfex and
15% does not hold any awareness about the product.

85%
15%
Yes No
TABLE NO. 8
PURCHASE MOTIVE

PERCEPTION RESPONDENTS PERCENTAGE
QUALITY 52 52%
PRICE 37 37%
BRAND IMAGE 6 6%
CONVENIENCE 5 5%
TOTAL 100 100%

CHART NO. 8
PURCHASE MOTIVE

INTERPRETATION

From the above figure, it is inferred that 52% of respondents prefer Sulfex because of its
quality, 37% for the price with which the obtain Sulfex products, and 6% purchase Sulfex
because of its brand image, and 5% for the convenience the product provides.
Quality Price Brand Image Convenience
52%
37%
6%
5%
TABLE NO. 9
OPINION ABOUT SULFEX

EXCELLENT 10 10%
GOOD 55 55%
AVERAGE 30 30%
POOR 5 5%
TOTAL 100 100%

CHART NO. 9
OPINION ABOUT SULFEX

INTERPRETATION
From the above figure, it is inferred that 10% of the respondents rate Sulfex products' quality
as excellent, while 55% consider it as good, 30% rate Sulfex as average and the remaining 5%
treat Sulfex as poor products.

10%
55%
30%
5%
Excellent Good Average Poor
TABLE NO. 10
USAGE TYPE OF MATTRESS

PERCEPTION RESPONDENTS PERCENTAGE RANK
PRESIDENT 18 18% 3
EXCELSIOR 21 21%. 2
PRIM 16 16% 4
FANTASY PLUS 30 30% 1
HERITAGE 15 15% 5
TOTAL 100 100%

CHART NO. 10
RESPONDENTS USAGE TYPE OF MATTRESS

INTERPRETATION
From the above figure, it is inferred that 30% of consumers prefer fantasy plus model. I8% of
respondents goes for president model, 16% prefer prime, 2I% prefer excelsior and 15% of
respondents prefer heritage.
18%
21%
16%
30%
15%
President
Excelsior
Prim
Fantasy Plus
Heritage
TABLE NO. 11
AWARENESS ABOUT THE PRODUCT

ADVERTISING 70 70%
RELATIVES & FRIENDS 10 10%
PEER GROUPS 5 5%
OTHERS 15 15%
TOTAL 100 100%

CHART NO. 11
AWARNESS ABOUT THE PRODUCT

INTERPRETATION:
From the above figure, it is inferred that 70% of the respondents says that the awareness about
the product they received through advertisements, 10% gets the awareness from their relatives
and friends, 5% from peer groups and 15% says they get information from oilier sources.
70%
10%
5%
15%
Advertising
Relatives & Friends
Peer Groups
Others
TABLE NO. 12
THE QUALITY PERFORMANCE OF SULFEX

VERY GOOD 5 5%
GOOD 26 26%
AVERAGE 34 34%
SATISFACTORY 29 29%
NOT SATISFACTORY 6 6%
TOTAL 100 100%

CHART NO. 12
THE QUALITY PERFORMANCE OF SULFEX

INTERPRETATION:
From the above figure, it is inferred that 5% of the respondents consider the quality of Sulfex
products as very good, 26% says that the products are good and 34% think that they are of
average quality while 29% says the products were satisfactory, and 6% tell that the quality
was not satisfactory.
Very Good Good Average Satisfactory Not Satisfactory
5%
26%
34%
29%
6%
TABLE NO. 13
RESPONDENTS PURCHASING ATTITUDE AS PER SEASON
SUMMER 15 15%
WINTER 45 45%
RAINY 17 17%
SPRING 23 23%
TOTAL 100 100%

CHART NO. 13
RESPONDENTS PURCHASING ATTITUDE

INTERPRETATION

From the above figure, it is inferred that 45% of customers purchased during winter season,
23% during spring, 17% during rainy season and 15% during summer season.

15%
45%
17%
23%
Summer Winter Rainy Spring
TABLE NO. 14
OFFERS GIVEN BY THE DEALER

YES 95 95%
NO 0 0%
OCCASIONALLY 5 5%
TOTAL 100 100%

CHART NO. 14

INTERPRETATION

From the above figure, it is inferred that 95% of the respondents received offers from dealers,
and 5% of customers received offers occasionally.

Yes No Occasionally
95%
0%
5%
TABLE NO. 15
OFFER RESPONDENTS PERCENTAGE
FREE PILLOW 70 70%
BED SHEET 20 20%
OTHERS 10 10%
TOTAL 100 1 00%

CHART NO. 15

INTERPRETATION:
From the above figure, it is inferred that 70% of the customers received free pillows as the
offer, While 20% of the rest received free bed sheets as offer find the remaining 10% received
something else us offer.

70%
20%
10%
Free Pillow
Bed Sheet
Others
TABLE NO. 16
OPINION ABOUT THE PRICE OF THE PRODUCT
[[
VERY HIGH 10 10%
HIGH 15 15%
AVERAGE 65 65%
LOW 10 10%
VERY LOW 0 0%
TOTAL 100 1 00%

CHART NO .16
OPINION ABOUT THE PRICE OF THE PRODUCT

INTERPRETATION
From the above figure, it is inferred that 65% of the respondents says that the price rate is
average. 15% says that the price is high, 10% each goes with low price and very high price
respectively.
10%
15%
65%
10%
0%
Very High High Average Low Very Low
TABLE NO. 17
BEHAVIOUR OF THE DEALERS
EXCELLENT 28 28%
VERY GOOD 19 19%
FAIR 45 45%
AVERAGE 8 8%
POOR 0 0%
TOTAL 100 100%

CHART NO. 17
BEHAVIUOR OF THE DEALERS

INTERPRETATION:
From the above figure, it is inferred that 45% of the respondents say the dealers' response was
fair, 19% says very good. 28% rate dealers' behavior as excellent and 8% rank it as average.

28%
19%
45%
8%
0%
Excellent
Very Good
Fair
Average
Poor
TABLE NO. 18
EXPERIENCE WITH SULFEX

EXPERIENCE RESPONDENTS PERCENTAGE
VERY GOOD 25 25%
GOOD 54 54%
AVERAGE 16 16%
BAD 5 5%
VERY BAD 0 0%
TOTAL 100 1 00%

CHART NO. 18
EXPERIENCE WITH SULFEX

INTERPRETATION:
From the above figure, it is inferred that 54% of the respondents see their experience as good,
25% consider it as very good, 16% rate it as average and 5% says that they had a bad
experience with Sulfex.
25%
54%
16%
5%
0%
Very Good Good Average Bad Very Bad
TABLE NO. 19
FUTURE PURCHASE
YES 74 74%
NO 26 26%
TOTAL 100 100%

CHART NO. 19
PURCHASING OPINION

INTERPRETATION:
From the above figure, it is inferred that 74% of the respondents wore in an opinion that they
will again purchase Sulfex products, while 26% said that they will not again purchase from
Sulfex.

Yes
No
74%
26%
TABLE NO. 20
IMPROVEMENT SUGGESTIONS
QUALITY 8 8%
PACKAGING STYLE 28 28%
DESIGN 29 29%
COLOURS 35 35%
TOTAL 100 100%

CHART NO. 20
IMPROVEMENT SUGGESTIONS

INTERPRETATION:
From the above figure, it is inferred that out of the total respondents 8% are of the opinion
that the quality should he improved, 28% says that the packaging, 29% on design and 35% of
respondents arc of the opinion that the products should come out in more colors.
Quality
Packaging Style
Design
Colours
8%
28%
29%
35%
FINDINGS
From the study it is found that most of the respondents are in the middle age
group.
The major factor affecting purchase decision of the customers is the quality of
the product.
Most of the customers say that the Sulfex products are quality and good ones.
Majority of the customers use fantasy plus type of product.
Majority of the customers are getting awareness about Sulfex through
advertisement.
Most of the customers prefer pillow as the offer.
Most of the customers agree that the pricing system of Sulfex is average.
From the study it is clear that Sulfex has a good distribution system.
The study discloses that the customer satisfaction has a significant relationship
with the quality of the product.
Customers are getting right and clear information from the dealers.
Customers are having a good brand loyalty. Their perception towards the brand
is excellent.


CONCLUSION
Sulfex has made considerable achievements in the area of mattress and related products. The
company has operational experience of above ten years. Dedicated work and vision of
Mr. Muhammed Kunhi has enabled the company to reach its position today.
Company's quality and loyalty is worth considering. Through their efforts and quality of the
product, the company has created a reputation in the market. The major achievements of the
company are definitely in the areas of technology and innovation. In fact the compact
production of mattress from Sulfex is not only challenging for the local competitors but also
been very challenging to global companies. The company is very keen on up-gradation and
implementation of latest technology wherever possible.
During the course of this research each of the research objectives were achieved. Most
importantly the modern trends in the mattress industry as well as the modern concepts of
marketing were scrutinized, The importance of Customer value, satisfaction, trust and
retention were identified, and most importantly the importance of consumer to the business
concern in the twenty-first century was came into prominence after the completion of the
research on the research theme consumer perception towards mattress industry.
And at last, it can be said that a successful company is one which is able to manage the ups
and downs in the market and sustain its growth and walk towards the future, Sulfex in fad has
been in existence for the last decade and more, it can be assured that the company is all set to
step into the lulu re with glorious memories of the past to sell.


SUGGESTIONS
Company need to come up with new and more attractive schemes to capture more
customers, and also the company must try to focus on the retention of existing
customers.

Company must try to introduce more colors to their products, and make it more pleasing
to the eyes since people first and foremost are attracted through it.

Since there is a tough competition in the market the company must find new ways to
improve its brand image.

Company must improve its promotional methods in rural areas.

Company has to increase its advertisement through print media, broadcast media, and
outdoor advertisement such as hoardings etc.

The company must try to improve their marketing activities outside the district and
state.

Some marketing executives can be employed who in turn can concentrate on the
marketing and the sales aspects as well as getting realistic and creative feedback from
the market.

People today are more concentrated on healthy sleep together with comfort, so it will be
better to concentrate more on products that can contribute to good health.

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A Study on Consumer Perception of Sulfex Mattress Company, Ellamparamba, Kannur

Institute of Technology Mayyil, MBA 2012 2014 1

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