1. Comparative analysis of study on customer buying preference & satisfaction
towards Levi’s Strauss
In partial fulfilment of marketing research course of PGDM programme.
Project guided by: Submitted by:
PROF: Kamal Gupta Group -5
(Associate Professor) Firoj Mohammad Shah (17)
Jyoti Smriti (18)
Aashutosh Giri (50)
Shubhangie Awasthie (62)
2012
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2. DECLARATION
We, Group-5(PG11-13) hereby declare that this project report is the record of authentic work
carried out by us and has not been submitted to any other university or institute for the award
of any degree/diploma etc.
Group-5
PGDM
2011-13
Date: 06/April/2012
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3. ACKNOWLEDGEMENT
Through this acknowledgment we express our sincere gratitude toward all those people who have helped us in the
preparation of this project which has been a learning experience.
Our sincere thanks to Prof. Kamal Gupta under whose able guidance and kind cooperation we are able to
complete the project work titled “customer buying preference & satisfaction towards Levi’s Strauss’’.
We sincerely thanks help provided by Inmantec business school, Ghaziabad which provided us the necessary
material for completion of this project.
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6. List of graphs
TITLE PAGE NO.
Graph 1.1 40
Graph 1.2 41
Graph 1.3 42
Graph 1.4 43
Graph 1.5 44
Graph 1.6 45
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7. Executive Summary
The project was done to obtain the current level of satisfaction of Levis jeans users. So also, what are
their preferences in buying jeans? Both coupled yielded reasons for current level of satisfaction and
means to increase it. There was insufficient secondary data due to which primary data was collected. The project
was conducted within the geographical region of Opulent mall, Ghaziabad.
With a sample size of 200 respondents. The data collected was analysed with the help of
Statistical tools like frequency charts like bar and pie were used to analyse the data. The findings
analysed and based on the analysis conclusions were drawn and requisite recommendations were
provided. These included: 1) concentrating more on advertising 2) Increasing availability through local
outlets3) Reaching the economy segment etc.
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8. Introduction
Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss& Co. (LS&CO.) is one of the
world's largest brand-name apparel marketers with sales in more than 100 countries. There is no other company
with a comparable global presence in the jeans and casual pants markets. Their market-leading apparel
products are sold under the Levi's®, Dockers® and Levi Strauss Signature brands. In 1873, Levi Strauss and
Nevada tailor Jacob Davis pat ended the process of putting rivets in pants for strength, and the world’s
first jeans Levi's® jeans were born. Today, the Levi’s® trademark is one of the most recognized in the
world and is registered in more than 160 countries. Descendants of the family of Levi Strauss
privately hold the company. Shares of company stock are not publicly traded. Shares of Levi Strauss
Japan K.K.,the company's Japanese affiliate, are publicly traded in Japan. (For additional financial
information, visit our "News and Financial “section).The company employs a staff of
approximately 12,400people worldwide, including approximately 1,500 people at its
SanFrancisco, California headquarters. Levi Strauss & Co. is a worldwide corporation organized into three
geographic divisions: Levi Strauss, the Americas (LSA), based in the San Francisco headquarters Levi
Strauss Europe, Middle East, and Africa (LSEMA), based in Brussels Asia Pacific Division (APD),
based in Singapore.
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9. Objective
A Study on Customer Satisfaction & Brand Performance of Jeans Trouser Jeans trouser has been
innovated during 1950s for a coal mines worker by Denim. By looking over the popularity of
jeans trouser and changing trend in fashion made it essential to understand the factor which is
desirable to make customer satisfied. The objective of the study was to know the characteristic
and significance of Fashion & offer, generic requirement, efficient quality, Value for money,
services and maturity of person which may generate satisfaction in the customer’s mind. We
have conducted survey and used the data collected through respondents. Our sample size was
200 and our all respondent were from city of GHAZIABAD (U.P), India. We used suitable
multivariate technique to conclude the result of survey.
1) To analyse factors influencing consumers decision to buy branded jeans.
2) To analyse the factors influencing perception and buying decision of consumers.
3) Measure the level of satisfaction of the brand from its competitors.
4) To study and measure satisfaction level of Levis jeans users.
5) To suggest alternatives for enhancing customer satisfaction.
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10. Company Profile
Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi
Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle
East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based in
Singapore. The company employs a staff of approximately 10,500 people worldwide. The core
Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different
lines of casual and street fashion.
From the early 1960s through the mid-1970s, Levi Strauss experienced explosive growth in its
business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and
served as a catalyst for the brand. Levi's, under the leadership of Walter Haas Jr., Peter Haas, Ed
Combs, and Mel Bacharach, expanded the firm's clothing line by adding new fashions and
models, including stone-washed jeans through the acquisition of Great Western Garment
Co.(GWG), a Canadian clothing manufacturer, and introducing Permanent Press trousers under
the Starkest name. The company experienced rapid expansion of its manufacturing capacity from
fewer than 16 plants to more than 63 plants in the United States from 1964 to 1974 and 25
overseas. Levi's' factory expansion was accomplished without a single unionized employee. The
use of "pay for performance" manufacturing at the sewing machine operator level up. As a result,
Levi's' plants were perhaps the highest performing, best organized and cleanest textile facilities
of their time. Levi's even piped in air conditioning for the comfort of Levi's workers into its press
plants, which were known in the industry to be notoriously hot.2004 saw a sharp decline of
GWG in the face of global outsourcing, so the company was closed and the Edmonton
manufacturing plant shut down.[4] The Dockers brand, launched in 1986[5] which is sold largely
through department store chains, helped the company grow through the mid-1990s, as denim
sales began to fade. Dockers were introduced into Europe in 1993. Levi Strauss attempted to sell
the Dockers division in 2004 to relieve part of the company's $2 billion outstanding debt.
Launched in 2003, Levi Strauss Signature features Jeanswear and casualwear. In November
2007, Levi's released a mobile phone in co-operation with ModeLabs. Many of the cosmetic
attributes are customizable at the point of purchase. During the launch of Levi's Curve ID jeans,
Levi launched a 5 week integrated marketing campaign.
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11. Brands
The products of Levi Strauss & Co are sold under three brands:
1. Levi's®
Since their invention in 1873, Levi's® jeans have become one of the most
successful and widely recognized brands in the history of the apparel industry
2. Dockers®
Dockers® brand, which pioneered the movement toward business casual, has led the U.S.khaki
category since the brand's 1986 launch, and is now available in numerous countries.
3. Levi Strauss signature
In 2003 the launch of the Levi Strauss Signature™ brand, giving value consumers
high-quality and fashionable clothing from a company from which the customer trust.
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12. Values of Levi Strauss
Levi Strauss & Co. has four major core values. These are
- Empathy
-Originality
-Integrity
-Courage Levi Strauss & Co. says, “Their corporate values -- empathy, originality, integrity and
courage -- are the foundation of our company and corporate values -- empathy, originality,
integrity and courage -- are the foundation of our company and define who we are. They underlie
how they compete in the marketplace and how they behave. Define who they are. They underlie
how they compete in the marketplace and how they behave.
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13. Mission Statement
The mission of Levis Strauss & Co. is to sustain responsible commercial; success as a global
marketing company of branded apparel. They must balance goals of superior profitability
and return on investment, leadership market positions, and superior products and
services. They will conduct our business ethically and demonstrate leader ship in satisfying our
responsibilities to our communities and to society. Their work environment will be
safe and productive and characterized by fair treatment, teamwork, open communications,
personal accountability and opportunities for growth and development.
Aspiration statement
They want a company that make them proud of and committed to, where all
employees have an opportunity to contribute, learn, grow and advanced based on
merit, not politics or background. They want their people to feel respected, treated
fairly, listened to and involved. Above all, they want satisfaction from
accomplishments and friendships, balanced personal and professional lives, and to have fun in
our endeavours.
Vision statement
When LS & Co. describe the future of Levi they are talking about a building on the foundation
they have inherited: affirming best of their Company’s tradition, closing gaps that may exist
between principles and practices and updating some of their values to reflect contemporary.
Scanning the market environment
Like other successful companies, Levi’s also has realized that the marketing environment
presents a never-ending series of opportunities and threats. The major responsibility for
identifying significant changes in the macro environment falls to a company’s marketers. More
than any other group in the company, the marketing managers of Levis are the trend trackers and
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14. opportunity seekers. Many opportunities are found by identifying trends (directions or sequences
of events that have some momentum and durability) and mega trends (major social, economic,
political and technological changes that have long-lasting influence).Within the rapidly changing
global picture, the marketers of Levi’s are monitoring the following six major “Environmental
Forces”:
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political-Legal Environment
Social-Cultural Environment
Market Segmentation Market
Segmentation
Market segmentation is the selection of groups of people who will be most receptive to a
product. The most frequent methods of segmenting include demographic variables such as age,
sex, race, income, occupation, education, house
old status, and geographic location; psychographic variables such as life-style, activities,
interests, and opinions; product use patterns; and product benefits. Much segmentation involves
combinations of these methods. No matter how segments are defined, however, they are
characterized by considerable change over time. The readings in this section exemplify areas of
rapid change.
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15. Basis of market segmentation basis of market segmentation
Demographic Segmentation
Geographic Segmentation
Psychographic Segmentation
Behavioural Segmentation
TargetMarket:
JEANS targets its market by evaluating the wants of customers. Mostly Levi’s targets its market
among the following classes:
Upper Class
Upper Middle Class
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16. Target Market Strategy
Target market strategy adopted by Levis is basically on having long-term relations with their
customers and to provide them with better product.
Benefits of Segmentation:
Levis has got customer oriented approach by segmentation. Company is promoting its products
effectively within segments by print media as well as electronic media, e.g. Newspapers,
Signboards, Television commercials, Internet, etc. Company is providing their customers with
stylish better quality and different product keeping in view its cost.
Conditions for effective segmentation
JEANS is fulfilling the conditions for effective segmentation.
Segments are strong enough to make profit. Segments of company are measurable
.
Limitation of Segmentation
Because of segmentation, Levi’s faces some limitations. Lack of awareness in middle class.
Company has to pay extra cost for multi-advertisement. In Pakistan they have to face several
Culture problems.
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17. Marketing mix
The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives
in the target market. Marketing-mix decisions must be made for influencing the trade channels as
well as the final consumers. McCarthy classified these tools into four broad groups that he called
the four Ps of marketing: product, price, place and promotion. Note that the four Ps represent the
seller’s view of the marketing tools available for influencing buyers.
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18. Levi’s portfolioanalysis
Levi’s corporate strategy involves a number of businesses, so managers can manage this
collection or portfolio of businesses by using a corporate portfolio matrix.
BCG Matrix
A strategy tool that guides resource allocation decisions on the basis of market share and growth rate of SBU’s.
Boston Consulting Group introduced the idea of BCG matrix that an organization’s businesses
could be evaluated and plotted using a 2*2 matrix to identify which ones offered high potential
and which ones were a drain on organizational resources.
Horizontal Axis
The horizontal axis represents market share which is evaluated as low or high.
Vertical Axis:
The vertical axis indicates anticipated market growth which is also evaluated as low or high
Categories
Based on its evaluation, the LS & CO.’s businesses are placed in the following:
Stars (High Growth, High Market Share)
“Stars include the businesses which are in a fast growing market and hold a dominant share of
that market.” Dockers® come under the head of stars as it is the major source of income for
thecompany.
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19. Cash cows (Low Growth, High Market Share)
Businesses in this category generate large amounts of cash, but their prospects for future growth
are limited.” The women apparels has got a low growth and high market share so it comes under
the Cash Cows head
Question marks (High Growth, Low Market Share)
These businesses are in an attractive industry but hold as mall market share percentage.
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20. Anoff’s Matrix
From the analysis, it is shown that in order to capture the sales objective LEVI’S must choose the
following growth strategies:
1. Introducing existing products in new markets
in order to extend the product life cycles of different product lines i.e. Russia, and central Europe. In order to do that
they have to identify the potential users and to seek correct distribution channels in that location in accordance with
other variables of the marketing mix.
2. Developing new products for the existing markets:
Such as development of big pockets for the CD players or the creation of new engineered jeans.
McKinsey’s
Matrix suggests that LEVI’S having relative medium market attractiveness (big potential market but at the same
time several competitors and low entry barriers) and high relative business strength’s based on the LEVI’S brand
and expertise, should invest and grow .According to McDonald, first, LEVI’S has to identify and exploit growth
segments as it is shown with Dockers. Second, it has to emphasize product quality in order to avoid “commodity”
competition. And finally, it has to systematically improve productivity and profitability by situating the production
facilities in the most cost efficient place. Invest heavily in the most attractive markets.
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21. Major Competitors
They are much proud to say with surety that their products completely satisfy their consumers.
That’s why they don’t face much competition in their business. But yet there are some
competitors.
Pepe Jeans
Leeds (US Apparels)
Gaap Jeans
Cambridge
Their prices are not influenced by the competitors.
Such a stuff, design and fashion which don’t have the enough sales are recall back to the
company. Again company issues this stuff to their own outlets for sale at discount prices.
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22. SWOT Analysis
Strengths
Levi’s enjoys high brand equity. People all around the world recognize the brand name.
Levi’s products are unique and innovative in the style.
A lot of variety is offered by Levi’s ranging from sunglasses to skirts and shirts.
The products are renowned and are considered as the most durable i.e. the long lasting products.
Levi’s follows a high standard of quality
.
Weakness
Levi’s products are considered as very expensive. Therefore a large percentage of people are
reluctant tobuy the products.
As no discounts are present and products are sold at fixed prices many customers are lost.
Levi’s does not provide any services like free delivery etc
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23. Opportunities
Levi’s can do more well in the women section. This section is give less importance as compared
to the men section.
The kid’s section, which has been started from few years, should also be given proper attention
to gain customers.
Sales promotion can be increased by increasing the advertisements expenses so as to enjoy a
large number of customers.
Threats
Likely entry of new competitors.
Rising sales of substitute products.
Slower market growth.
Adverse government pressures.
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24. 4P’s of Levi’s Strauss
Price
It can be simply defined as: “The currency value charged to a Client by the company for a
product or service”. Is one of the most important elements of the marketing mix, as it is the only
mix, which generates a turnover for the organization? The remaining 3p's are the variable cost
for the organization. It costs to produce and design a product, it costs to distribute a product and
costs to promote it.
List Price:
Their all products are sold at listed price, which are settled by the LevisCompany (Singapore).
There is no discount to offer
.Credit Sales:
They also deal with credit sales, but we don’t overcharges to the customers, we pay it our self to
the bank (3 %). Products are only sold for cash or on credit cards
Discount:
They don’t give the discount to our customers even to the employees of the Levis. Their prices
are fixed.
Payment Period & Credit Tr s
em:
Payment Period & Credit Terms are settled by the company.
Price Determination:
During the determination of the price company not considered the competitors, but the standard
that is used is considered .Their price is influenced by the following factors:-
Cost of the product
Afford
ble for the target market
Demand of the product Uniqueness and innovative features of the products.
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25. Product
Red tab jeans offers traditional cuts
Silver Tab jeans define fashion looks with a background of quality
Levi’s jeans expanded its fashion designs not only in men and women apparels, but also in kids
wear.
Place
Vast distribution channels spread all over the world
In Asia it has the brand distribution in the countries like China, Guam, India & Japan
In India, its products are distributed by Mayur marketing, which is headquartered at New Delhi.
Promotion
Aggressive campaigns
Launch and promotions are coordinated with licenses in various countries
Advertisements through mass media such as print and electronic transmission bell
boards and on the internet are some of LEVI’S way of raising brand awareness
among the consumers.
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26. Mode of sourcing
Levis works with direct sourcing in INDIA
LEVIS signs a contract with all the supply chain suppliers with a major focus on sustainability
and eco-friendly goods.
Cotton, Fabric, Product Suppliers, Distribution, Retail.
Supply chain
FIBRE-More than 95% of all Levi’s® products are made with cotton grown in the U.S., China,
India, Pakistan, Turkey or one of the many other countries where cotton is farmed.
FABRIC-Once the cotton leaves the fields, it is spun and made into fabric by mills around the
world.
LEVIS generally do not purchase fabric directly from the mills, but takes important steps toward
partnering with them in their drive toward sustainability.
. Product suppliers
LEVIS is committed to Responsible Global Sourcing.
LEVIS contract production from manufacturing suppliers that cut, sew, finish and wash our
products.
Hence they build sustainability directly into the contracts.
Distribution
Once the garments are ready for ship ment , LEVIS distributes them through their own logistics
department
The INDC is generally the head office at US.
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27. Suppliers from India
Alpine Apparels Pvt Ltd – Bangalore
Ambattur Clothing Company - Chennai
Aviram Knitters – Tirupur
GO International – Tirupur
BEST Garments – Tirupur
Bombay Rayon – Bomba
Casual garments – Tirupur
EXIM Clothing –Tirupur
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28. Trademarks
Levis has more than 5,000 trademark registrations and pending applications in approximately
180 countries The Levi’s, Dockers, the Arcuate Stitching Design, the Tab Device, the Two
Horse» Design and the Wings and Anchor being the core of all.
.
Eco-Friendly
Levi’s® brand launches 100% organic cotton jeans. Red Tab and, the recently launched,
Levis Capital E lines. The jeans will be identified as Levis.
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29. Problem Statement
i) Are Levis jeans users satisfied with what the company is offering?
ii) What measures need to be adopted to increase their current level of satisfaction
towards Levis jeans?
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30. Research Methodology
In this review of available information about a brand, the primary objective is to generate hypothesis concerning
the key ‘assets’ of the brand that are likely to mediate its equity. These hypotheses will help guide and frame the
measures of brand equity that should be used in any research that is conducted. Also, depending upon the brand’s
marketing strategy; a researcher may also want to consider the information under review in light of other
potentially related issues, for example: possible line or brand extension. Up to this point the discussion has cantered
on those things it is necessary to understand before actually measuring brand equity. Now it is time to choose
appropriate measures about customer satisfaction and preferences.. First, a number of techniques should be used to
gain an understanding of its nature.
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31. Research design
Research Design specifies the methods and procedures for conducting a particular study. A
Research Design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research Design is broadly classified into three types as
Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with describing the
character tics of a particular individual, or of a group of individual under study comes under
Descriptive Research Design.
Descriptive Research Design: In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear cut definition of population which
is to be studied.
A research design is purely and simply the focus of the study in on studying the banner
advertising is conclusive in nature that guides to the collection and analysis of data. The
descriptive research design has been used in this project, because consumer’s feedback was
necessary for obtaining the data.
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32. Formulating the research problem
Two steps are involved in formulating the research problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an analytical point of view
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33. Sampling design
A Sample Design is a definite plan for obtaining a sample from a given population. It refers t the
technique r the procedure adopted in selecting items for the sample. The main constitution of the
sampling design is as below-
Sampling Unit
Sample Size
Sampling Procedure
Sampling unit
A sampling framework i.e. developed for the target population that will be sampled i.e. who is to
be surveyed
Retailers, Customers, Working people, school students, unemployed and housewives i.e.
males and females irrespective of their education level.
Sample size
It is the substantial portion of the target population that is sampled to achieve reliable
results.200------- respondents.
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34. Sampling procedure
The procedure to choose the respondents to obtain a representative sample, a non-probability
sampling technique is applied for the target – market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe for
constituting a sample on the basis that the small mass that they so select out of a huge one will be
typical or representative of the whole.
The sampling used for this study was probability sampling. Since the study is only meant for
certain specific categories within the total population, a stratified random sample was used.
Three groups of categories have been taken into account viz. students professionals and general
public. Random Sampling (fill up the questionnaire)
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35. Data collection
Primary data
The primary data are those data, which are collected afresh and for the first time. And happen to
be original in character. The primary data to be collected for the study are-
Questionnaire –.A set of questionnaire is prepared for the cause of collecting different
information related to the pre-determined objectives
Secondary data
Secondary data was obtained from journals, magazines newspapers, books and the internet.
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36. Research instrument
For doing the survey research, structured questionnaire with both open ended and close ended
questions were used.
Place of study
The study and survey is done in national capital region only.
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37. Tools and Techniques
Simple statistical tools and techniques like average, frequency, ratios, tables and graphs, chi
square tests, correlation were used.
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38. Data analysis
Descriptive Data analysis
S. No Subject Option Quantity
1 Gender Male 145
Female 55
2 Age group 18-25 64
26-35 87
36-45 40
Above 45 9
3 Occupation Service 42
Business 35
Self-employed 44
Student 57
Homemaker 18
Retired 4
4 Education Up to 10+2 29
Graduate/Diploma 104
post Graduate 67
5 Annual Family Income 200000-400000 43
400001-800000 62
800001-1000000 75
Above 1000000 20
6 Preferable Brand Levi's 86
Numero Uno 44
Woodland 43
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39. Tommy Hillfigure 27
Others 0
The data from our survey has been given above.
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40. Analysis of customer Gender
Fig 1.1
Chart Title
Female
28%
Male
72%
In the above chart we found out of 200 respondent 72% are male and 28% are female who use
branded jeans. We can interpret that males are more brand conscious as compare to females.
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41. Analysis of customer Age group
Fig 1.2
Age Group
Above 45
36-45 10%
15%
18-25
39%
26-35
36%
In the above chart the customer whose age is between18-25,percentage is 39%.The customer
whose age is between 26-35, percentage is 36%.The customer whose age is between 36-
45,percentage is 15%.And the customer whose age is above 45, percentage is 10%.We can say
that youngsters are more brand conscious than other age group people.
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42. Diagram Analysis of customer Occupation.
Fig 1.3
57
60
50 42 44
40
35
30
18
20
10 4
0
In the above graph we have found that out of 200 respondent, 42 respondent are service
person,35 respondent are Businessman, 44 respondent have a self-employed, 57 respondent
have a student , 18 respondent have a homemaker and 4 respondents have a retired.
So, here we can analysis that most of the customers have student.
42
43. Customer Income Group
Fig 1.4
80
62 75
60 43
40
20
20
0
200000-400000
400001-800000
800001-1000000
Above 1000000
In the above graph we found out of 200 respondent, 43 whose average annual family income is
200000-400000, 62 person whose annual family income 400001-800000, and 75 respondents
are in 800001-1000000, 20 person are in above 1000000.
43
44. Diagram of Customer Preference
Fig 1.5
Customer Preference
Levi's Numero Uno Woodland Tommy Hillfigure
14%
43%
21%
22%
From your survey we found that out of 200 Respondents 86 Respondents has chosen
Levi’s brand, 44 Respondents are goes for Numero Uno brand, 43 Respondents prefer the
Woodland brand, only 27 Respondents has chosen the Tommy Hill figure brand.
So here we can analysis that most of the customer prefer Levi’s brand for its brand value,
Style & price.
44
45. Diagram which analysis customer satisfaction
Fig 1.6
100 87 89
90 76
80 69 68
70 62 59 58 57 51
60
50 41
40
30 21 19 21
20 11
10 1 2 2 3 3
0
Highly Satisfied
Highly Satisfied
Highly Satisfied
Highly Satisfied
Poor Satisfied
Satisfied
Poor Satisfied
Satisfied
Poor Satisfied
Satisfied
Poor Satisfied
Satisfied
Not Satisfied
Not Satisfied
Not Satisfied
Not Satisfied
Moderate Satisfied
Moderate Satisfied
Moderate Satisfied
Moderate Satisfied
Levi's Numero Uno Woodland Tommy Hillfigure
Here in the diagram we try to compare Levi’s brand with Levi’s top three competitors. We try to
find out here the customer satisfaction level of the different brand user. We found that molar less
Woodland and Numero Uno brand use are quite satisfied but above on this the Levi’s brand user
most satisfied.
45
46. Hypotheses Testing
List of hypotheses
H1: Age has a significant impact on customer choice of brand
H2: Occupation of a customer has a significant impact on customer choice of jeans brand.
H3: Income of a customer has a significant impact on customer choice of brand of jeans.
H4: Price of jeans has a significant impact on customer choice brand of jeans.
H5: Price of jeans has a impact on customer perception about the quality of brand of jeans they
are using.
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47. H1: Age has a significant impact on customer choice of brand
Table 1.1
95% Confidence Interval for Mean
N Mean Std. Deviation Std. Error Lower Bound Upper Bound
18-25 64 2.78 1.374 .172 2.44 3.12
26-35 87 3.13 1.336 .143 2.84 3.41
36-45 40 2.85 1.210 .191 2.46 3.24
above 45 years 9 2.89 1.453 .484 1.77 4.01
Total 200 2.95 1.329 .094 2.76 3.14
47
48. Table 1.2
Sum of Squares Df Mean Square F Sig.
Between Groups 4.964 3 1.655 .936 .424
Within Groups 346.536 196 1.768
Total 351.500 199
Result: The alternate hypothesis has been rejected at p<0.05 it means that age has no
significant impact on choosing brand of jeans by customers.
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49. H2: Occupation of a customer has a significant impact on customer choice of
jeans brand.
Table 1.3
N Mean Std. Deviation Std. Error
Service 42 3.05 1.343 .207
Business 35 3.03 1.317 .223
self employed professional 44 3.11 1.401 .211
Student 56 2.71 1.371 .183
home maker 19 3.00 .943 .216
Retired 4 2.50 1.732 .866
Total 200 2.95 1.329 .094
49
50. Table 1.4
95% Confidence Interval for Mean
Lower Bound Upper Bound Minimum Maximum
Service 2.63 3.47 1 5
Business 2.58 3.48 1 5
self employed professional 2.69 3.54 1 5
Student 2.35 3.08 1 5
home maker 2.55 3.45 1 4
Retired -.26 5.26 1 4
Total 2.76 3.14 1 5
50
51. Table 1.5
Sum of Squares Df Mean Square F Sig.
Between Groups 5.763 5 1.153 .647 .664
Within Groups 345.737 194 1.782
Total 351.500 199
Result: The alternate hypothesis has been rejected at p<0.05 it means that occupation of a
customer has no significant impact on choosing brand of jeans by customers.
51
52. H3: Income of a customer has a significant impact on customer choice of
brand of jeans
.
Table 1.6
N Mean Std. Deviation Std. Error
200000-400000 4 5.00 .000 .000
400001-800000 49 4.27 .785 .112
800001-1000000 77 3.42 .496 .057
above 1000000 70 1.40 .493 .059
Total 200 2.95 1.329 .094
52
54. Table 1.8
Sum of Squares Df Mean Square F Sig.
Between Groups 286.448 3 95.483 287.685 .000
Within Groups 65.052 196 .332
Total 351.500 199
Result: The alternate hypothesis has been accepted at p<0.01 it means that income of a
customer has significant impact on choosing brand of jeans by customers.
54
55. H4: Price of jeans has a significant impact on customer choice brand of jeans.
Table 1.9
N Mean Std. Deviation Std. Error
200000-400000 4 1.00 .000 .000
400001-800000 49 1.49 .649 .093
800001-1000000 77 3.19 .430 .049
above 1000000 70 3.83 .380 .045
Total 200 2.96 1.058 .075
55
57. Table 1.11
Sum of Squares Df Mean Square F Sig.
Between Groups 178.329 3 59.443 263.203 .000
Within Groups 44.266 196 .226
Total 222.595 199
Result: The alternate hypothesis has been accepted at p<0.01 it means that price of a jeans has
significant impact on choosing brand of jeans by customers.
57
58. Correlation between annual family income and brand preferences of
respondent
Table 1.12
annual family brand
income of preference of
respondent respondent
**
annual family income of Pearson Correlation 1 -.872
respondent
Sig. (2-tailed) .000
N 200 200
**
brand preference of Pearson Correlation -.872 1
respondent
Sig. (2-tailed) .000
N 200 200
Result: there is a strong correlation between annual family income and brand preferences of
respondent. Correlation is significant at the 0.01 level.
58
59. H5: Price of jeans has an impact on customer perception about the quality of
brand of jeans they are using.
Table 1.13
95% Confidence Interval for Mean
N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum
Rs1500-2500 33 3.03 .883 .154 2.72 3.34 1 4
Rs2501-3500 17 3.29 .470 .114 3.05 3.54 3 4
3501-4500 76 3.95 .225 .026 3.90 4.00 3 4
Rs4501-5500 74 4.73 .447 .052 4.63 4.83 4 5
Total 200 4.03 .795 .056 3.92 4.14 1 5
59
60. Table 1.14
Sum of Squares Df Mean Square F Sig.
Between Groups 78.937 3 26.312 110.001 .000
Within Groups 46.883 196 .239
Total 125.820 199
Result: The alternate hypothesis has been accepted at p<0.01 it means that price of a jeans has
significant impact on quality perception about brand of jeans by customers
60
61. Findings
1. Age has no significant impact on choosing brand of jeans by customers.
2. Occupation of a customer has no significant impact on choosing brand of jeans by customers.
3. Income of a customer has significant impact on choosing brand of jeans by customers.
4. Price of jeans has significant impact on choosing brand of jeans by customers.
5. Price of a jeans has significant impact on quality perception about brand of jeans by
customers.
6. There is a strong correlation between annual family income and brand preferences of
respondent.
61
62. Limitation
The area of research has been limited to Delhi NCR area due to financial and time.
The number of respondent has been limited to 200 only due to time foundation.
62
63. Conclusion
Through the research we can say that there is a impact of price income of a jeans brand on the
customer choice of brand. Also there is a strong correlation between price of the jeans and
customer satisfaction with the brand of jeans.
63
64. Recommendations
From the above findings and analysis, following recommendations could be drawn:
Levis should more aggressively tap the youth segment, which lies in the age group between 18-25. The
reason for the same is Levis was ranked first in terms of the overall brand image. Hence, Levis has a
scope to reach the top position and encase through increase in sales.
Since most of customers buy twice a year (i.e. every 6months) or occasionally, and they are not affected by the
promotions, Levis should aggressively advertise coupled with effective sales promotions for improving
customer recall and Brand.
It was also found from the survey that colour range is low. This also limits preference towards Levis as a brand. This
area should be properly looked after by making available hosts of colours.
After sales service which is becoming the most critical success factor seems to be not given due importance. .Proper
after sales service can provide a competitive edge through efficient customer relationship
management
Levis is perceived as premium brand in India. Hence, an economy product range can also tap the
unexplored middleclass range.
Since Levis jeans is majorly available in departmental stores and factory outlets, reaching the
customer and availing him with consumer schemes is difficult. India having a large middle class customer
group still being not exploited can be reached through making Levis jeans available at local retail outlets.
64
65. Annexure A
Questionnaire
Please answer all the questions for a fair result and evaluation. All the information provided
by you will be used for academic purpose and kept confidential.
Please specify your:
1) Gender:
a) Male
b) Female
2) Age Group:
a) 18-25 years
b) 26-35 years
c) 36-45 years
d) Above 45 years
3) Occupation:
a) Service
b) Business
c) Self Employed Professional
d) Student
e) Home maker
f) Retired
4) Education:
a) Up to 10+2
b) Graduate/Diploma
c) Post Graduate
5) Annual Family Income:
a) Rs. 200000-400000
b) Rs. 400001-800000
c) Rs. 800001-1000000
65
66. d) Above Rs. 1000000
6) Which brand of Jeans do you prefer most?
a) Levi’s
b) Numero Uno
c) Woodland
d) Tommy Hilfigure
e) Any other, Please Specify __________
Please answer rest of the questions in context of your most preferred brand X of jeans only.
7) Which one of the following is the most important reason to prefer brand X?
a) Fabric
b) Style
c) Brand Image
8) How frequently you normally buy the X brand?
a) Monthly
b) Within 3months
c) Within 6 months
d) Annually
9) Please evaluate brand X on below mentioned features. (You may assign values from 1 to 5
where 1= lowest performance, 5= highest performance)
a) Fabric
b) Style
c) Brand Image
10) How did you come to know about brand X? Through:
a) T.V. Advertisement
b) Print Advertisement
c) Hoarding
d) Friends
66
67. e) Any other, please specify __________
11) In what price range you prefer to buy to buy?
a) Rs 1500-2500
b) Rs 2501-3500
c) Rs 3501-4500
d) Rs 4501-5500
Please put (tick) on a scale of 1-5, (where as 1=Never,2=Seldom, 3=Can’t
say,4= Often, 5 = Much)
12. Are you satisfied with the quality of products of X Brand?
1 2 3 4
13. How satisfied are you with the clarity of information which provided?
1 2 3 4
14. How satisfied are you overall with the service you received?
1 2 3 4
15. Please, give us your suggestions and recommendations for Levi Strauss and Co. with out any
hesitation.
Thank you for your cooperation!
67
