What price are you prepared to pay for a good night's sleep? Even with so many beds and pillows from which to choose it's a question we need to seriously consider because the price we pay for a bad night's sleep is far too steep, say scientists.
"There is no such thing as tok mon or 'falling off the pillow' as Thais say when they wake up with a crick in the neck," says Dr Tom Smith, a chiropractor at D-spine Chiropractic.
A wrong pillow or poor positioning of the neck while sleeping may cause the pain, he explains. As for those foam blocks that grace the beds of cheap bungalows, stay well away from them. Instead, roll up your clothes or a towel and use that as a pillow, the doctor advises.
The positioning of the head is important. Sleeping on two pillows is a definite no-no.
"Your head should be fairly close to bed, raised no higher than 2.5 to 5 centimetres, and the pillow should support your neck in its natural position."
But going without a pillow is also wrong, because a pillow should be there to support the neck, the doctor says. Sleeping without one will make the neck lose its normal curve.
Make a pocket in the middle of a pillow so that there is a bump that supports the neck. If the pillow is too tight, try readjusting the filling.
And never consider stiffness in the neck as a normal sign of ageing.
"We can correct symptoms and get back to the healthy lifestyle we used to have as a teenager."
People may spend lots of time and money searching for the right mattress but often forget to find the perfect pillow.
"Our research shows that purchasing pillows is generally an afterthought," says David Robinson, chief executive of Parker & Morgan, a US Furniture company that recently opened its first Asian boutique store at Bangkok's Siam Discovery Centre.
"It's quite common for a family to spend a considerable amount on beds then buy the same pillows for everyone. But we believe that there is no such thing as a universal fit.
"A good pillow should suit every individual as it is an essential part of your time in bed."
In choosing a good pillow, the first question Robinson asks his customers is the position they assume when lying down. "Everyone has different needs. I have different kinds of pillows, including a firmly contoured, wave-shaped pillow that support the neck because I sleep on my back. I also use a bolster because I like sleeping on my side sometimes," says Robinson,
"It's interesting to know that many Thais use bolsters. They are very good for supporting your shoulders when you lie on your side, as they prevent the body from folding inwards, which is unhealthy."
The new store offers a selection of pillows in a wide range of sizes, shapes and materials, including ones made from hypoallergenic micro-fibre and luxurious goose down.
The latest in pillow material is memory foam - a synthetic material that yields and recovers slowly under compression and is used by Nasa for astronauts in its space programmes to cushion impacts during flight and give greater protection for the body.
To ensure a good night's sleep, Robinson recommends decorating your bedroom and making it a place just to sleep.
"If you wake up during the night, don't toss and turn in bed. Go somewhere else and read a book, or jot down what's on your mind. You'll find you get back to sleep faster."