A PROJECT REPORT ON

A STUDY ON BRAND PRESENCE AND GOODWILL OF DUROFLEX

MATTRESSES, ALAPPUZHA
Dissertation submitted in partial fulfilment of the requirements for the
award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

of
BANGALORE UNIVERSITY

By
Sonu Thomas
RegNo.15B6CMD106

Under the guidance of

Prof. J.R. Vaishnavi Prasad

KRUPANIDHI DEGREE COLLEGE

DEPARTMENT OF MANAGEMENT STUDIES
Bangalore-560035

Batch: 2015-17
 A PROJECT REPORT ON
A STUDY ON BRAND PRESENCE AND GOODWILL OF DUROFLEX
MATTRESSES, ALAPPUZHA
Dissertation submitted in partial fulfilment of the requirements for the
award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

of
BANGALORE UNIVERSITY

By
Sonu Thomas
Reg No.15B6CMD106

Under the guidance of

Prof. J.R. Vaishnavi Prasad

KRUPANIDHI DEGREE COLLEGE

DEPARTMENT OF MANAGEMENT STUDIES
Bangalore-560035

Batch: 2015-17
 CERTIFICATE OF ORIGINALITY

This is to certify that the project titled “A Study on Brand Presence and Goodwill
of Duroflex Mattresses, Alappuzha” is an original work of the student and is being
submitted in partial fulfillment for the award of the Master’s Degree in Business
Administration of Bangalore University. The report has not been submitted earlier
either to this University /Institution or any other University for the fulfillment of
the requirement of a course of study.

SIGNATURE OF SUPERVISOR SIGNATURE OF STUDENT

PLACE: ------------------------ PLACE: ------------------------

DATE: -------------------------- DATE: --------------------------

 DECLARATION

I do hereby declare that the Project report entitled “A Study on Brand Presence and

Goodwill of Duroflex Mattresses, Alappuzha” submitted to Bangalore University in the partial

fulfilment of the requirement for the award of degree of Master of Business Administration is a

record of bonafide and independent internship report carried out by me. This report does not

form part of any previous reports submitted to this university or any other university for the

award of any degree/ diploma/ associate ship or other similar title.

SONU THOMAS
REG No.15B6CMD106
 ACKNOWLEDGEMENT

I proudly utilize the opportunity to express my heart full thanks to Dr. Suresh

Nagpal, Chairman of Krupanidhi Group of Institutions, Bangalore and Dr. Sony

Alexander, Dean of Department of Management Studies for their valuable advice

and encouragement for carrying out this project report.

My special thanks to Faculty guide Prof. J.R. Vaishnavi Prasad, Assistant

Professor, Department of Management Studies, who has helped me a lot in

completing my report through her constant encouragement and suggestions.

I thank all other faculty members of department of management studies for their

continuous support in carrying out this project report.

I offer my humble and sincere thanks to my beloved parents who are the never

ending source of inspiration to me.

Sonu Thomas
 TABLE OF CONTENTS

CHAPTER
CONTENTS PAGE NO
NO.

1 Introduction 01 – 17

2 Review of Literature & Research Design 18 – 34

3 35 – 51
Profile of the Business/Selected Organization and Respondents

4 Data Analysis and Interpretation 52 – 77

5 78 – 83
Findings, conclusions and Recommendations

6 Bibliography 84 – 85

7 Appendices 86 – 88
 LIST OF TABLES

Table No. Description Page No.

3.2.1 Age of the respondents 46

3.2.2 Gender of the respondents 47

3.2.3 Marital status of the respondents 48

3.2.4 Educational qualification of the respondents 49

3.2.5 Income level of the respondents 50

4.1 Percentage analysis based on type of mattress owned 52

4.2 Percentage analysis based on amount willing to pay for 53

mattress
4.3 Percentage analysis based on familiarity with the brand 54
Duroflex
4.4 Percentage analysis based on awareness about various 55
products of Duroflex
4.5 Percentage analysis based on source of advertisement which 56
create awareness about Duroflex
4.6 Percentage analysis based on awareness about various 57
aspects of Duroflex
4.7 Percentage analysis based on ability to recall Duroflex 58

4.8 Percentage analysis based on the first word that comes to 59,60
mind about Duroflex
4.9 Percentage analysis based on most exposed touch points 61

4.10 Percentage analysis based on attribute related to Duroflex 62

4.11 Percentage analysis based on respondent’s suggestions 63

regarding the improvement of Brand image
4.12 Percentage analysis based on awareness of different 64
mattress brands
4.13 Percentage analysis based on source of information about 65,66
currently using mattress
4.14 Percentage analysis based on recommendation of Duroflex 66,67
 to others
4.15 Percentage analysis based on satisfaction level of current 67,68
customers
4.16 Percentage analysis based on reachability of sales promotion 69
benefits
4.17 Percentage analysis based on details given by the 70
shopkeeper regarding the product
4.18 Percentage analysis based on factors affecting the purchase 71,72
of a mattress
4.19 Percentage analysis based on reasons for purchasing a new
mattress
4.19.1  Replacement 73

4.19.2  New member added to the family 74,75

4.19.3  Marriage in the family 75,76

4.19.4  Health concerns 76,77

 LIST OF DIAGRAMS

Table No. Description Page No.

3.2.1 Age of the respondents 46

3.2.2 Gender of the respondents 47

3.2.3 Marital status of the respondents 48

3.2.4 Educational qualification of the respondents 50

3.2.5 Income level of the respondents 51

4.1 Percentage analysis based on type of mattress owned 52

4.2 Percentage analysis based on amount willing to pay for 53

mattress
4.3 Percentage analysis based on familiarity with the brand 54
Duroflex
4.4 Percentage analysis based on awareness about various 55
products of Duroflex
4.5 Percentage analysis based on source of advertisement which 56
create awareness about Duroflex
4.6 Percentage analysis based on awareness about various 58
aspects of Duroflex
4.7 Percentage analysis based on ability to recall Duroflex 59

4.8 Percentage analysis based on the first word that comes to 60

mind about Duroflex
4.9 Percentage analysis based on most exposed touch points 61

4.10 Percentage analysis based on attribute related to Duroflex 62

4.11 Percentage analysis based on respondent’s suggestions 63

regarding the improvement of Brand image
4.12 Percentage analysis based on awareness of different 65
mattress brands
4.13 Percentage analysis based on source of information about 66
currently using mattress
4.14 Percentage analysis based on recommendation of Duroflex 67
to others
4.15 Percentage analysis based on satisfaction level of current 68
 customers
4.16 Percentage analysis based on reachability of sales promotion 69
benefits
4.17 Percentage analysis based on details given by the 70
shopkeeper regarding the product
4.18 Percentage analysis based on factors affecting the purchase 72
of a mattress
4.19 Percentage analysis based on reasons for purchasing a new
mattress
4.19.1  Replacement 74

4.19.2  New member added to the family 75

4.19.3  Marriage in the family 76

4.19.4  Health concerns 77

EXECUTIVE SUMMARY
This study is based on brand presence and goodwill of Duroflex mattress. The main objective is to find out
the brand presence and brand awareness of Duroflex mattress. It also studies to identify factors that affect
goodwill, to find out the dominant media shaping consumer ideas and perception, to find out the attributes
mostly associate with their customers and the rating of Duroflex mattress.

The study covers 100 respondents from Alappuzha district who are the users of Duroflex mattress as well
as potential customers to the purchase of the mattress brand. The sampling procedure used in this study is
convenience sampling. Questionnaire is used to collect information from respondents. Percentage Analysis
and wighted average mean are the tools used in data analysis.

From the analysis, it is found that majority of the respondents are aware of the brand Duroflex. More than
half of the respondents can recall the brand Duroflex. Brand is the first word that comes to respondents
mind about Duroflex followed by quality. Rubberised mattress or Full PU Foam are the most preferred
types of mattresses. Brand name, price, softness and thickness are the factors primarily considered in
purchase of a mattress. 40% of the respondents are willing to pay 5000-7000rs on mattress purchase.
More than half of the respondents strongly agree that health concern is the main reason in purchasing new
mattress.

Based on the research findings, it is highly suggested that company needs to be more aggressive in
marketing, because brand awareness of all the top players in mattress industry is nearly the same. Cordial
relationship with dealers has to be maintained because they act as the major purchase decision factor of
customer. Company should undertake advertising and marketing initiatives that are aimed at improving
customer traffic. Marketing and advertising must focus on a theme which needs to be educating customers.
Social media should be used efficiently to build awareness and engage in interaction. Partnership with
online shopping sites will help in addition of potential customers.

Key Words: Brand presence, Goodwill, Consumer perception, Brand awareness, Brand equity.
 CHAPTER 1

INTRODUCTION
 CHAPTER 2

REVIEW OF LITERATURE &

RESEARCH DESIGN
 CHAPTER 3

PROFILE OF THE
BUSINESS/SELECTED
ORGANISATION AND
RESPONDENTS
 CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION
 CHAPTER 5

FINDINGS, CONCLUSION &

SUGGESTIONS
BIBLIOGRAPHY
REFERENCES

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WEBSITES

1. www.duroflexworld.com
2. www.indiamarkets.com
3. www.wikipedia.org
4. www.themattressbuyerguide.com
5. www.worldfurnitureonline.com
ANNEXURE