Gaining Consumer Insights : A study on consumers of the bedding industry for advertisement purpose for Hästens

Sammanfattning: This study researches consumer attitudes, needs and preferences with a focus on the Swedish bed market. It is done on behalf of the advertising agency ‘Jung von Matt Stockholm’ for their client Hästens Beds, one of Sweden’s oldest bed manufactures. The purpose of this research is to gain increased consumer knowledge and to identify consumer insights connected to a target group that is identified with this research as a basis, in order to improve and develop the brand's advertising strategy. The research was done as quantitative research using a descriptive questionnaire with a focus on lifestyle, common demographics, values, sleeping patterns, behaviour connected to sleep and price acceptance for beds. The findings of the survey can serve as a basis for Jung von Matt Stockholm to get a deeper knowledge about consumer attitudes and to adapt Hästens Beds’ advertising strategy according to the new learnings. The results show that the assumed price for the displayed Hästens bed in the questionnaire is much lower than the actual price. Moreover, the respondents' willingness to pay the actual price of the bed is very low. The consumer insights that resulted from this research provide Jung von Matt Stockholm with beneficial guidance for future priorities. The findings are of great value for improving and developing Hästens Beds advertising strategy.