A

Project Report

On

“COMPARATIVE ANALYSIS OF STUDY ON CUSTOMER BUYING PREFERENCE &

SATISFACTION TOWARDS LEVI’S STRAUSS”

At

LEVI’S STORE PUNE

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

In partial fulfilment of the requirement for the award of

MASTER IN BUSINESS ADMINISTRATION

SUBMITTED BY

GAURAV SURYAVANSHI

MBA (Marketing)

UNDER THE GUIDENCE OF

Prof. SACHIN DESHMUKH

SINHGAD INSTITUE OF BUSINESS ADMINISTRATION AND

RESEARCH, PUNE

2014-2016
 Sinhgad Institute of Business Administration and Research,

Kondhwa (Bk.), Pune

Institution Approval Letter

Summer Internship Program

Mr.GauravSuryavanshiof batch 2014-2016 is granted permission by the institute to do the Summer

Internship Project titled “Comparative analysis of study on customer buying preference & satisfaction
towards Levi’s Strauss” at Pune during 11/05/2015 TO 11/07/2015.

Prof. SACHIN DESHMUKH Dr. AVADHOOTPOL

Project Guide Director

Place: PUNE
Date: / /2015
 CERTIFICATE

This is to certify that the Project Report titled “COMPARATIVE ANALYSIS OF STUDY
ON CUSTOMER BUYING PREFERENCE & SATISFACTION TOWARDS LEVI’S
STRAUSS” which is being submitted herewith for the award of Master of business
Administration, Pune is the result of the original research work completed by
GauravSuryavanshiunder my supervision and guidance and to the best of my knowledge and
belief the work embodied in this Project Report has not formed earlier the basis for the award
of any degree or similar title of this or any other University or examining body.

Prof. Sachin Deshmukh Dr.Avadhoot D. Pol

Project Guide Director

Place: Pune.

Date: / /2015
 DECLARATION

I, GauravSuryavanshi, hereby declare that the Project Report titled “COMPARATIVE

ANALYSIS OF STUDY ON CUSTOMER BUYING PREFERENCE & SATISFACTION
TOWARDS LEVI’S STRAUSS” written and submitted by me to SavitribaiPhule Pune
University, in partial fulfilment of the requirement for the award of Master of Business
Administration, is my original work and the conclusions drawn therein are based on the
material collected by myself.

Place: Pune. GauravSuryavanshi

Date: / /2015
 ACKNOWLEDGEMENT

My summer training with Levis Strauss is a lifetime experience that I will

cherish throughout my career.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.

This project can never be prepared by the singular efforts but I also demand
the help and guardians of some conversant person who under pin actively or passively
in the completion of a successful project.

I wish to express my sincere gratitude to Mr. Punish Thakur (Store Manager)

for supporting me and to provide information about the company.

Our sincere thanks to Prof. Sachin Deshmukh under whose able guidance
and kind cooperation we are able to complete the project work titled “Comparative
analysis of study on customer buying preference & satisfaction towards Levi’s
Strauss’’. We sincerely thanks help provided by Sinhgad Institute of Business and
Management Research, Kondhwa(Bk) which provided us the necessary material for

completion of this project.

GauravSuryavanshi
MBA (Marketing)

1
 Table of Content

CHAPTER NO. TITLE PAGE NO.

CHAPTER 1 Introduction 6
CHAPTER 2 Objective 7
CHAPTER 3 Company Profile 8
CHAPTER 4 Levi’s Brands 9-15
CHAPTER 5 Levi’s portfolio analysis 16-18
CHAPTER 6 Major Competitors 19
CHAPTER 7 SWOT Analysis 20,21
CHAPTER 8 4P’s of Levi’s Strauss 22-27
CHAPTER 9 Research Methodology 28
CHAPTER 10 Research Design 29,30
CHAPTER 11 Sampling Design 31,32
CHAPTER 12 Data Collection 33-34
CHAPTER 13 Tools & Techniques 35
CHAPTER 14 Data Analysis 36-43
CHAPTER 15 Hypothesis Testing 44-45
CHAPTER 16 Finding 59
CHAPTER 17 Limitation 60
CHAPTER 18 Conclusion 61
CHAPTER 19 Recommendation 62
CHAPTER 20 Annexure 63-65
Questionnaire
Bibliography

2
 List of Table

TITLE PAGE NO.

Table 1.1 45
Table 1.2 46
Table1.3 47
Table1.4 48
Table1.5 49
Table 1.6 50
Table 1.7 51
Table 1.8 52
Table 1.9 53
Table 1.10 54
Table 1.11 55
Table 1.12 56
Table 1.13 57
Table 1.14 58

3
 List of graphs

TITLE PAGE NO.

Graph 1.1 38
Graph 1.2 39
Graph 1.3 40
Graph 1.4 41
Graph 1.5 42
Graph 1.6 43

4
 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.

With a sample size of 200 respondents, the data collected was analyzed with
the help of Statistical tools like frequency charts like bar and pie were used to analyze
the data. The findings analyzed 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.

5
 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.

6
 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 PUNE(MH), India. We used
suitable multivariate technique to conclude the result of survey.

1. To analyze factors influencing consumers decision to buy branded jeans.

2. To analyze 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.

7
 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. The Dockers brand, launched in 1986which 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. During the launch of Levi's Curve ID jeans, Levi
launched a 5 week integrated marketing campaign.

8
 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.

9
 Values of Levi Strauss

Levi Strauss & Co. has four major core values. These are

1. Empathy
2. Originality
3. 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.

10
 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 endeavors.

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.

11
 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 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”:

1. Demographic Environment
2. Economic Environment
3. Natural Environment
4. Technological Environment
5. Political-Legal Environment
6. Social-Cultural Environment

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.

12
 Basis of market segmentation

Basis of market segmentation

1. Demographic Segmentation
2. Geographic Segmentation
3. Psychographic Segmentation
4. Behavioral Segmentation

Target Market

JEANS targets its market by evaluating the wants of customers. Mostly Levi’s
targets its market among the following classes:

1. Upper Class
2. Upper Middle Class

13
 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

1. JEANS is fulfilling the conditions for effective segmentation.

2. Segments are strong enough to make profit. Segments of company are
measurable

Limitation of Segmentation

Because of segmentation, Levi’s faces some limitations. Due to lack of

awareness in middle class, company has to pay extra cost for multi-advertisement. In
Pakistan they have to face several Culture problems.

14
 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.

15
 Levi’s portfolio analysis

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.

16
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 a small market share
percentage.

17
 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.

18
 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:

1. Pepe Jeans
2. Leeds (US Apparels)
3. Gaap Jeans
4. 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.

19
 SWOT Analysis

Strengths

i. Levi’s enjoys high brand equity. People all around the world recognize the
brand name.
ii. Levi’s products are unique and innovative in the style.
iii. A lot of variety is offered by Levi’s ranging from sunglasses to skirts and
shirts.
iv. The products are renowned and are considered as the most durable i.e. the
long lasting products.
v. Levi’s follows a high standard of quality

Weakness

i. Levi’s products are considered as very expensive. Therefore a large

percentage of people are reluctant tobuy the products.
ii. As no discounts are present and products are sold at fixed prices many
customers are lost.
iii. Levi’s does not provide any services like free delivery etc

Opportunities

i. Levi’s can do more well in the women section. This section is give less
importance as compared to the men section.
ii. The kid’s section, which has been started from few years, should also be given
proper attention to gain customers.
iii. Sales promotion can be increased by increasing the advertisements expenses
so as to enjoy a large number of customers.

20
Threats

i. Likely entry of new competitors.

ii. Rising sales of substitute products.
iii. Slower market growth.
iv. Adverse government pressures.

21
4P’s of Levi’s Strauss

1. 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 Levis Company
(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 Terms:

Payment Period & Credit Terms are settled by the company’s 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:-

i. Cost of the product Affordable for the target market

ii. Demand of the product Uniqueness and innovative features of the products.

22
2. Product

 Red tab jeans offer 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.

3. 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.

4. 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 ways of ra among the
consumers.

23
 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.

24
 Suppliers from India

 Alpine Apparels Pvt Ltd – Bangalore

 Ambattur Clothing Company - Chennai

 Aviram Knitters – Tirupur

 GO International – Tirupur

 BEST Garments – Tirupur

 Bombay Rayon – Bombay

 Casual garments – Tirupur

 EXIM Clothing –Tirupur

25
 Trademarks

Levis has more than 5,000 trademark registrations and pending applications in
approximately180 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.

26
 Problem Statement

1. Are Levis jeans users satisfied with what the company is offering?

2. What measures need to be adopted to increase their current level of

satisfaction towards Levis jeans?

27
 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 centered 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.

28
 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.

29
 Formulating the research problem

Two steps are involved in formulating the research problem:

1. Understanding the problem.

2. Rephrasing the problem into meaningful terms from an analytical point of

view.

30
 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-

i) Sampling Unit
ii) Sample Size
iii) Sampling Procedure

i) 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.

ii) Sample size

It is the substantial portion of the target population that is sampled to achieve reliable
results (200 respondents)

iii) Sampling procedure

The procedure to choose the respondents to obtain a representative sample, a non-

probability sampling technique is applied for the target market.

31
 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)

32
 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.

33
 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 pune region only.

34
 Tools and Techniques

Simple statistical tools and techniques like average, frequency, ratios, tables
and graphs, chi square tests, correlation were used.

35
 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

Annual Family
5 Income 200000-400000 43
400001-800000 62
800001-1000000 75
Above 1000000 20

6 Preferable Brand Levi's 86

Numero Uno 44
Woodland 43

36
 Tommy Hill figure 27
Others 0

The data from our survey has been given above.

37
 Analysis of customer Gender

Fig 1.1

Chart Title

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.

38
 Analysis of customer Age group

Fig 1.2

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.

39
 Diagram Analysis of Customer Occupation.

Fig 1.3

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

40
 Customer Income Group

Fig 1.4

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.

41
 Diagram of Customer Preference
Fig 1.5

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.

42
 Diagram which analysis customer satisfaction

Fig 1.6

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.

43
 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.

44
 H1: Age has a significant impact on customer choice of brand

Table 1.1

95% Confidence Interval for

Mean

Std.
N Mean 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

45
 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 nosignificant impact on choosing brand of jeans by customers.

46
H2: Occupation of a customer has a significant impact on customer
choice ofjeans brand.

Table 1.3

Std.
N Mean 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

47
 Table 1.4

95% Confidence Interval for Mean

Minimu Maximu
Lower Bound Upper Bound m m

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

48
 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.

49
H3: Income of a customer has a significant impact on customer
choice of brand of jeans
Table 1.6

Std.
N Mean 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

50
 Table 1.7

95% Confidence Interval for Mean

Lower Bound Upper Bound Minimum Maximum

200000-400000 5.00 5.00 5 5

400001-800000 4.04 4.49 1 5

800001-1000000 3.30 3.53 3 4

above 1000000 1.28 1.52 1 2

Total 2.76 3.14 1 5

51
 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.

52
H4: Price of jeans has a significant impact on customer choice brand
of jeans.

Table 1.9

Std.
N Mean 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

53
 Table 1.10

95% Confidence Interval for Mean

Lower
Bound Upper Bound Minimum Maximum

200000-400000 1.00 1.00 1 1

400001-800000 1.30 1.68 1 3

800001-1000000 3.10 3.29 2 4

above 1000000 3.74 3.92 3 4

Total 2.81 3.10 1 4

54
 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.

55
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.

56
 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

57
 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

58
 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 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.

59
 Limitation

1. The area of research has been limited to Delhi NCR area due to financial and time.

2. The number of respondent has been limited to 200 only due to time foundation.

60
 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.

61
 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 color range is low. This also limits
preference towards Levis as a brand. This area should be properly looked after by
making available hosts of colors.

 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.

62
 Annexure A

Questionnaire

Please answer all the questions for a fair result and evaluation. All the information
providedby you will be used for academic purpose and kept confidential.

Please specify your:

63
64
65
 Bibliography

1. www.google.com

2. http://en.wikipedia.org/wiki/Levi_Strauss.

3. http://www.levi.co.in/

4. Magazine

66