- Introduction
Since the average person spends approximately one-third of his life sleeping, sleep is not only a basic human need but greatly affects health and overall well-being. As such, various parameters influencing sleep are currently being researched upon so that appropriate measures can be implemented. One such parameter is personal mattress preference. Research has shown that physical and psychological factors play an important role in determining india king mattress in singapore preferences. It is then interesting to assess if culture would influence sleep patterns and india queen mattress in singapore choice. Singapore is a multi-ethnic society where the Chinese, comprising more than 80% of the population, is the largest race. Of the minority resident population, the Indians represent the ethnic group with the oldest continuous settlement in the country. Having different practices, customs, and traditions, people living in multi-ethnic countries might be vastly dissimilar in various aspects of their lives.
Singapore, like many countries, has received a steady stream of Indian migrants of diverse backgrounds throughout its history. Over time, these migrants have made substantial contributions to the nation. While little has been written about local Indian consumer culture, the Indian diaspora is an appealing study. They are toeing the line of being ‘social aristocratic’ and ‘fulfilment oriented (where totally self-centred, seeking rekindling relationship within family domain)’. An examination of the influence of their cultural heritage on the way local Indian professionals go about buying products and services might lend insights into their buying patterns as well as relationships within the family domain and facilitate effective marketing. This study examines mattress and sleep preferences among Indian professionals in Singapore to evaluate the influence of their Indian culture.
1.1. Background of Indian Migration to Singapore
Traders and moneylenders from the Punjab had arrived in Singapore as early as the 1860s, and pioneering Punjabi bankers like Seenivasagam Street, coexisting with early settlers such as Surinam Street and Ghulam Hyder. The Sikhs also embarked on the furniture business, resulting in the famous Perumal Road, now known as Veeramakaliamman Street where shops sold second-hand furniture including sofas, chairs, mattresses, and housewares (North Indian colonials were life in colonial Singapore). On the other hand, in the late 19th century, it was the South Indians who formed the backbone of the Sikh regiments stationed in Singapore, Malaysia, and the Seychelles.
Singapore is a multiethnic society with a significant Indian minority. The Indian community in Singapore today is primarily composed of Punjabis from Indian Punjab, who account for nearly 90 percent of the Indian population and began arriving in Singapore in significant numbers around the end of the 19th and early 20th centuries. This wave of Punjabi migration was a result of two main employment opportunities: working in the Punjab and Lahore postal services, the Aden-Suez shipping line, and care of military animals in the newly acquired British colonies in the Far East, particularly Singapore (North Indian colonials were life in colonial Singapore).
- Cultural Significance of Mattresses in India
The non-functional cultural significance of mattresses in Indian culture can also be seen in the Indian customs of only giving the used mattresses to a stranger as a symbol of utmost respect and gifting mattresses as part of both engagement and marriage dowries upon loved ones as symbols of future happiness. Englander reported that higher expenditures were attributed to dowry couples in hotel expenditure during the week after the wedding, which served to create the initial bonding between the two married couple partners to suggest some function in the quality of life. These functional and non-functional social benefits are priced. The 7th pay commission even stipulated the value of social benefits given to newlyweds in new furniture items provided in increments for 25 years as part of the furniture policy, and lists mattresses as a particular acceptable line item of wedding gift.
In modern mobile societies, it is easy for people to move from place to place. As such, it is also easy for people to build homes and lives away from countries of origin. In many cases, people from India travel either temporarily or permanently to other countries, where they create diaspora communities. The diaspora communities carry with them strong cultural beliefs, values, and traditions. For some people in some countries, particular aspects of some other cultures can influence their daily lives; for example, Indian mattress and bedspread preferences in Singapore and Malaysia. But, as Cushion Masters and other mattress companies in India may have discovered, not everyone conducts consumer ethnographic studies as market research and marketing concept development. Why india single mattress in singapore? Because that is an interesting example of the persistence of cultural identification, even in an area of existence where identities are not generally discussed.
2.1. Historical and Religious Context
Singapore’s high economic efficiency is now defined in various sectors. Although economic benefits and personal freedom are the primary reasons for the migration of family members to Singapore, there are many distinct reasons why the immigrants arrived in Singapore. These motivations are centered around various problems that affect religious, cultural, historical and social issues in the city-states. Hinduism, Buddhism, Sikhism, and Jainism all have their doctrines from India. These elements also form different dimensions and aspects of Indian culture and civilization. These religions play a role in regulating social and individual behavior, and the influence of religions on the daily life of Indian settlers cannot be easily underestimated. Over a century, the Indian tradition has ceased to be only Indian and is also part of the rainbow of cultural groups belonging to Singapore. The Hindu costume is part of Singapore’s national costume. Although many Hindu worshipers are included in various rituals, general arrangements are made throughout the special ceremonies or religious needs of the Hindu community.
The history of Indian migration to Singapore dates back to the early 19th century. The migration process started when Singapore became a trading center for British merchants and a center for the opium trade. In 1830, there were a small number of Indian convicts serving their sentences in Singapore. After their release from prison, Indians residing in countries such as Bengal, Burma, and Madras also chose to remain in Singapore. Subsequently, Singapore has become a haven for immigrants. Some who arrived in the early days of Singapore’s history, part of the South Indian laborers, were brought in under contracted labor to construct buildings and roads. Most of the residents that are now in Singapore have their roots coming from many different parts of India, including Battucalur, Tanjore, Tiruchchapalli, Madras and then called Ceylon.
- Market Analysis of Indian Mattresses in Singapore
Moving into the local environment, the first business for a HDB licensed door dealer opens at such residential areas and thus starts marketing of similar products as of other businesses. Apart from using a mattress for personal benefits, the Indian people of Singapore also use the traditional Indian mattress as a packaging material to protect household electronic items due to its natural packing feature. This results in bulk import of Indian mattresses to Singapore and locals have already become agents and retailers of these mattresses for years. The Indian mattresses import business started years back but still the Indian mattress maker/importer is puzzled about the issues such as reputation, target customer, advantages, customer pain points and how to market the product to the current and potential customers.
The Indian customers dwelling in Singapore mainly prefer to use the Indian Traditional Medicinal Plant Mattresses or simply the mattresses stressed with spices. These Indian mattresses are traditionally called as Manja or Sari Mattresses and are mainly preferred to be used during the confinement period of married Indian women after giving birth. Peaceful sleep, cure of backache, stabilizing the body, reduction in odors and the natural feature are some of the benefits that the Indian customers gain by using these Indian Traditional Medicinal Plant mattresses authorized by the Indian Government. Due to these benefits, the Indian customers in Singapore are always in search of the Indian Traditional Medicinal Plant mattresses in Singapore.
Singapore’s population is a mix of locals and foreigners belonging to various races and thus, is multicultural in nature. With the word ‘multicultural’, the market/business term ‘segmentation’ comes into play. Here, in Singapore also, the market of mattresses is segmented into different races and thus, with the main aim of this study being the influence of culture on purchase decision making, the influence of Indian culture on the use of Indian mattresses is noted.
3.1. Trends and Preferences
The literature is quite clear on the role of culture in shopping behavior and the fact that consumers retain links with their country of origin. This research is fivefold: (a) to understand the traditional practice of sleeping habits in a different country, (b) to explore how culture influences living practices in another society that has a different climate and modern living standards, (c) to identify traditional Indian living practices at home, (d) to explore attitudinal and behavioral aspects associated with a preference for Indian traditional practices, and finally (e) to develop a scale that measures “Indianess” in traditional products.
Sleeping conditions are changing in modern urban settings, and as a result, the potential use of traditional mattresses is diminishing. Anecdotal evidence suggests that many new immigrants from India stay connected to their traditional way of life, especially in their choice of food and sleeping habits. Consumption practices within the expatriate diaspora need to be analyzed, taking into account rituals and culture. The initial hypothesis is that such practices do not reflect socio-economic or lifestyle status, but rather an exploration of tradition.
- Challenges and Opportunities for Indian Mattress Retailers in Singapore
Indian mattress retailers face the challenge of incorporating both Indian and Singaporean brand association. In Singapore, there were the early established Indian mattress brands such as Nilkamal, Kurlon, and Sleepwell. Unfortunately, these brands were associated with low cost and poor quality. The stereotype remains even though Kurlon is no longer in business, while Sleepwell and Nilkamal are only featured in a consumer low segment price during mattress exhibitions. Srimathy found, based on a questionnaire survey with 99 participants, low consumer perception of value in relation to these Indian brands. To rebrand or switch brand may consume time and cost. Local retailers are linked to quality. They were set up with the R&D to ensure the product meets specific comfort requirements in varying temperature and humidity conditions. These products were developed and changed according to the users’ needs. In view of research in both India and Singapore, our respondents trust the local salespersons and their products. Furthermore, our respondents raised several logistical issues concerning the heavy lifestyle products of mattresses. A local branding with a secured structured website that provides good after-sales service are attributes that can help consumers to leave out doubts in local retailers. As such, the Indian retailers can consider the opportunities in some areas such as creating unique mattress solutions for Asian users through designing mattresses with cooler material to adjust the local poor ventilation issues in Singapore weather or test for durability in constructions with Singapore’s high humidity. Since consumers are accustomed to the local brand in mattress retailing, the branded approach may increase acceptance of the retail service quality for customers. The branding offers quality assurance, ease for lifestyle supportive product return, or weight-free trial services. Only then the Indian retailer will not project a low-cost, poor high default image.
4.1. Branding Challenge for Indian Retailers
Indian mattress retailers in Singapore may face business challenges that stem from their transnational business operations, which incorporate business and cultural contexts between India and Singapore. In the next sections, we outline the challenges and opportunities for Indian retailers in Singapore.
4.1. Competitive Landscape and Strategies
Clinching to the American heritage, King Koil’s business strategy includes strengthening its presence across all retail channels from international hotel trademarks to premium small boutique producers. UMD maintains their market pricing strategy by high product quality and new innovative technologically driven products to consistently stimulate customers’ preferences and spending. Mattress brands tend to hop onto the bandwagon of the “extra benefits for better sleep” ideal for differentiation and competitive advantage. By building their brand image on product characteristics and service benefits, businesses can influence customers’ preferences and consequently change the competitive structure to their advantage. Since more and more customers are seeking differentiated benefits, companies should focus more on brand elements and appeals for potential long-term advantages, benefits, and prospects. Optimal benefits offered would lead to optimal customer satisfaction and positive attribution management.
The key players in the mattress industry in Singapore include established international brands like Sealy, King Koil, and Tempur, regional manufacturers like Maxcoil and UMD, and homegrown brands like Gainsville and Magic Koil. The positioning of mattress brands is fairly transparent and self-evident in the industry. Each brand has its own targeted audience and ranges in mattresses. In the upper spectrum of the industry, Tempur is recognized for their high-quality memory foam mattresses and price tags, offering customers exceptional comfort and preference through customization. It is both their innovative material and effective market placement that leaves the competition susceptible to market strategies by Tempur. This Swedish mattress manufacturer expanded their presence in Singapore with a focus on tourists arriving from Southeast Asia and used aggressive marketing strategies.
- Conclusion and Future Outlook
The numerous aspects of the influence of Indian culture upon Indian consumer behavior and the direction of this influence can provide interesting opportunities for future directions of research in this area. These include research that could look into the dual influence of Indian and host cultures on consumer behavior, comparisons of Indians and other ethnicities settled in the country, the type of household and social network structure and its impact, the influence within other product/service categories, and also the variations at different stages of acculturation and lifestyle of Indian individuals. These working papers give two simple scenarios that demonstrate that history, culture, and the social environment may have a possibly more illuminating role in the development and eventual pattern of consumer behavior than has been appreciated to this day.
This brief paper gives an example of Indian culture influencing Singaporean-Indian consumer behavior in terms of the type of mattress and family duties that mostly elderly parents and children have when living together. The paper sets off knowing that the duration of the influence is something of interest because the length of stay can dilute the influence of the migrant’s culture onto the host culture. Is the new generation of Indian-Singaporeans becoming Singaporeans or do they receive a balanced mix of cultures or do they become Indian-Singaporeans? And how would these influence consumer purchase decisions? There are opportunities to enhance this present research by having a further understanding of the preference for the type of mattress at different life stages. And it would be interesting to see them in different ethnic groups.
