A Good Partner in Sleeping: A Research on Customer Value Regarding Mattresses

We spend one-third of our lifetime sleeping, so a good sleep is undoubtedly, an indicator of our quality of life. To guarantee peaceful sleep at night, high quality mattress is an essential element of what we lie on as more and more people suffer from lifestyle diseases such as anxiety, depression, and cardiovascular disorders. In this study, the means-end chains approach and hard laddering questionnaires based on laddering theory were used to explore the key attributes and values noted by mattress buyers, and the “Attribute-Consequence-Value” relationships were processed into hierarchical value map to elaborate the hierarchical value of subjects on the mattresses. A hundred and twenty-two valid questionnaires were collected, and eleven attributes, fourteen consequences and nine values were obtained by categorization using content analysis method. Elasticity, price, and special materials are the three most welcomed attributes, and the improve sleep quality, best value and high practicality are the best consequences for respondents. In terms of values, security, fun and enjoyment in life and self-fulfillment are the ultimate values to be realized, suggesting that besides the fundamental requirements, customers expect more from the mattress they use.