Retailer’s Profile

1. Dealership name:
2. Proprietor’s Name:
3. Designation:
4. EDUCATION Q:
5. Age:
6. Gender:
7. Location:
8. Number of the years in the business

9. What are the different types of products available at your store? Please tick the applicable:
a) Home Furnishing/FURNITURE
b) Home appliance
c) Mattresses & Pillows
d) Bedsheets, Cushions, Curtains, etc.
e) Others
f) ALL

10. What is the percentage contribution of mattress and pillows to your overall sales?
a) <10%
b) 10% - 20%
c) 20% - 30%
d) 30% - 40%
e) 40% - 50%
f) 50% - 60%
g) 60% - 70%
h) >70%

11. What are the different types of mattresses available at your store? Please tick the applicable:
a) Cotton
b) Coir
c) Spring
d) Foam
e) Latex
f) Others
g) HYBRID

12. What are the various brands of mattresses available at your store? Please tick the applicable:
a) Kurlon
 b) Sleepwell
c) Dunlop-rubber latex –closed – mm foam
d) Springfit
e) Kingkoil
f) Coirfit
g) Peps India
h) Supreme
i) Sleepsmart
j) Godrej Interio
k) Vibezzz
l) Others(please mention)

13. What are the different sizes of mattresses available at your store? Please tick the top 5 fast
selling:
a) 6’x 3’
b) 6.25’x 3’
c) 6.5’x 3’
d) 6’x 4’
e) 6.25’x 4’
f) 6.5’x 4’
g) 6’x5’
h) 6.25’x 5’
i) 6.5’x 5’
j) 6’x6’
k) 6.25’x 6’
l) 6.5’x 6’
m) If others, please specify………………………….

14. Could you please tell us the price range as per below-?
Brand PU Foam Mattress
Minimum Maximum
KurlOn
Sleepwell
Dunlop
Godrej Interio
Others (please
mention)

15. What is the approximate share of different types of mattresses to your overall mattress sales?
Type Percentage
Cotton
Coir
Spring
 Foam
Latex
Others
16. What is the approximate share of various brands of mattresses to overall mattress sales?
Brands Percentage
KurlOn
Sleepwell
Dunlop
Godrej Interio
Your make to order
practice
Others

17. What is the percentage contribution of different sizes of mattresses to overall mattress sales?
Sizes Percentage
6’x 3’
6’x 4’
6’x 5’
6’x 6’
6.25’x3’
6.25’x4’
6.25’x5’
6.25’x6’
6.5’x3’
6.5’x4’
6.5’x5’
6.5’x6’
Others

18. What is the percentage contribution as per price range of mattresses to overall mattress sales
Percentage
Price 0-10% 10%-20% 20%-30% 30%-40% 40%-50% 50% and
above
Less than 5000
5000-10,000
10,000-20,000
20,000-30,000
More than
30,000

19. How many mattresses do you sell in a month? HOW MANY DO YOU STOCK BRANDWISE? DOES
THE COMPANY KEEP INVENTORY OR YOU HAVE TO ORDER? WHAT IS THE DLEIVERY TIME FOR
ORDERED MATTRESSES AND HOW MUCH DO THEY ADHERE TO COMMITTMENT
20. What are the different types of customers, you cater to?
a. Institutional customers – (Hotels, Hospitals, Hostels/PGs, SCHOOLS, COLLEGES)
b. Retail customers – Individuals
c. Both
21. What is the percentage contribution of institutional customers to overall mattress sales? Please
tick the applicable:
a) 10-20%
b) 20-30%
c) 30-40%
d) 40-50%
e) More than 50%

22. What is the percentage contribution of different types of institutional customers to overall
mattress sales?
Institutional customers percentage
Hotels
Hospitals
Hostels/PGs
SCHOOLS/COLLEGES

23. What percentage of your total customers, ask for particular brands. Please tick the applicable:
a) 10-20%
b) 20-30%
c) 30-40%
d) 40-50%
e) More than 50%

24. Out of the below mentioned product features, Please rank the top 5 as per customer
preference:
S. Factors Ranking
No.
1. Brand of the mattress
2. Promotional Offers (Free pillow, bedsheet, etc.)
3. Price (Discount)
4. Lighter in weight
5. Color on top
6. Quality of cloth
7. More firm to provide back support
8. More soft to provide more comfort
9. Temperature (Warm in winter, Cold in summer)
10. Dust and mite proof
 11. Motion resistant - Body motion on one side does not affect on
other side
12. Size of the mattresses
13. Thickness of the mattresses
14. Warranty period
15. NEW TECHNICAL FEATURES

25. What kind of sales support do you get from suppliers? Please tick the applicable:
a) Training on product features and new products
b) Offers (free pillows, bed sheet, etc.)
c) Sample Products/POP MATERIAL (COLLECT SAMPLES)
d) Presence of company sales executive at the store
e) Others(please mention)
f) ADVERTISING ASPECTS?

26. What kind of discounts you prefer from suppliers?Please tick the applicable:
a) Cash Discount
b) Trade Discount/PPD,COD,TOD, INCENTIVES, FOREIGN TRIPS ETC
c) Others (please mention)
d) WHAT ARE THE DISCOUNT?

27. Could you please tell us about the margins on mattresses as per the brand?

Brand Percentage
0-10% 10%-20% 20%-30% 30%-40% 40%-50% 50% and
above
Kurl on
Sleepwell
Dunlop
Godrej Interio
Others

28. What kind of steps /initiatives you take to cater to institutional customers? Please tick the
applicable:
a. Free delivery
b. Priority delivery
c. Longer credit period
d. Discounts on bulk purchase
e. Relaxation in minimum order quantity
f. Others (Please mention)
 29. What is the typical lead time for delivery of mattresses to customers? Please tick the applicable:
a. Same day
b. Next day delivery
c. Within a week
d. More than a week

30. Are you happy in dealing with current set of suppliers?

a. Yes
b. No

Could you please rate each of these suppliers on the following parameters?

1 Low 5 – high

Margins and Marketing Customer Lead Product Your Overall

Incentive & Sales Service time of Quality Willingness to
Programs Support Delivery be Associated
with
KurlOn
Sleepwell
Dunlop
Godrej
Interio
<A local
Brand>

31. Are you willing to stock a new brand of mattress or pillow?

a. Yes
b. No

32. What expectations do you have from Suppliers?Please tick the applicable:
a. Relaxation in payment terms when business is slow
b. Sales support to retailers
c. Product availability
d. Lead time reduction for mattress delivery
e. Ease of order placement and mattress fulfillment
f. Quick query resolution
g. Ease of paper work
h. Better margins
i. ADVERTISING SUPPORT OF THE COMPANY
j. NEW IDEAS------- FOR RETAILERS TO BE TAKEN DOWN?
 33. Do you use online platform to sell/promote your business?
a. Yes
b. No

34. Are there any customer segments, who prefer buying mattresses & pillows online?
a) Yes
b) No

35. If answer to the previous question is yes, what is the overall contribution of online sales to total
sales
a) 10-20%
b) 20-30%
c) 30-40%
d) 40-50%
e) More than 50%

36. Are there any online platforms where you have listed your business??
S.no Medium Yes/No

1 Just Dial
2 Trade India
3 India Mart
4 Facebook

Pillows
37. What are the different types of pillows available at your store? Please tick the applicable:
a) Cotton
b) Feather
c) Foam
d) PU Foam
e) Others
f) ORTHOPAEDIC

38. What are the various brands of pillows available at your store? Please tick the applicable:
a) Recron
b) Bombay Dyeing
c) KurlOn
d) Sleep well
 e) Others (Please mention)

39. What is the approximate share of different types of pillows to overall pillow sales?
Type Percentage
Cotton
Feather
Foam
PU Foam
Others

40. What is the approximate share of various brands of pillows to overall pillow sales?
Brands Percentage
KurlOn
Sleepwell
Bombay Dyeing
Recron
Others

41. BUNDLING strategy?

42. What each brand is doing in the market place – table/comparison
43. Marketing and Sales Starategy of each Brand?
44. Are there any distributirs in the Markets place?
45. How has Online business affected the Offline business? How are they dealing with it?
46. What are the festive discount schemes?
47. What is the impact of Imported mattresses? Where are they being imported from and the
prices?
48. Credit terms from the suppliers?
49. What are the T&C for Exclusivity?
50. What are some Multibrand?