Comparative analysis of study on customer buying preference & satisfaction towards Levis Strauss

In partial fulfilment of marketing research course of PGDM programme.

Project guided by: PROF: Kamal Gupta (Associate Professor)

Submitted by: Group -5 Firoj Mohammad Shah (17) Jyoti Smriti (18) Aashutosh Giri (50) Shubhangie Awasthie (62)

2012

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

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 Levis Strauss. We sincerely thanks help provided by Inmantec business school, Ghaziabad which provided us the necessary material for completion of this project.

Table of Content
CHAPTER NO. CHAPTER 1 CHAPTER 2 CHAPTER 3 CHAPTER 4 CHAPTER 5 CHAPTER 6 CHAPTER 7 CHAPTER 8 CHAPTER 9 CHAPTER 10 CHAPTER 11 CHAPTER 12 CHAPTER 13 CHAPTER 14 CHAPTER 15 CHAPTER 16 CHAPTER 17 CHAPTER 18 CHAPTER 19 CHAPTER 20 Introduction Objective Company Profile Levis Brands Levis portfolio analysis Major Competitors SWOT Analysis 4Ps of Levis Strauss Research Methodology Research Design Sampling Design Data Collection Tools & Techniques Data Analysis Hypothesis Testing Finding Limitation Conclusion Recommendation Annexure Questionnaire Bibliography 8 9 10 11-17 18-20 21 22-23 24-29 30 31-32 33-34 35-36 3738-45 46-60 61 62 63 64 65-67 TITLE PAGE NO

List of table

TITLE Table 1.1 Table 1.2 Table1.3 Table1.4 Table1.5 Table 1.6 Table 1.7 Table 1.8 Table 1.9 Table 1.10 Table 1.11 Table 1.12 Table 1.13 Table 1.14

PAGE NO. 47 48 49 50 51 52 53 54 55 56 57 58 59 60

List of graphs
TITLE Graph 1.1 Graph 1.2 Graph 1.3 Graph 1.4 Graph 1.5 Graph 1.6 PAGE NO. 40 41 42 43 44 45

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.

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 worlds first jeans Levi's jeans were born. Today, the Levis 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.

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 customers 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.

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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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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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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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 Companys 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, Levis 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 companys marketers. More than any other group in the company, the marketing managers of Levis are the trend trackers and
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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 Levis 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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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 Levis targets its market among the following classes: Upper Class Upper Middle Class

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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, Levis 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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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 sellers view of the marketing tools available for influencing buyers.

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Levis portfolioanalysis
Levis 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 SBUs. Boston Consulting Group introduced the idea of BCG matrix that an organizations 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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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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Anoffs Matrix
From the analysis, it is shown that in order to capture the sales objective LEVIS 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. McKinseys Matrix suggests that LEVIS having relative medium market attractiveness (big potential market but at the same time several competitors and low entry barriers) and high relative business strengths based on the LEVIS brand and expertise, should invest and grow .According to McDonald, first, LEVIS 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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Major Competitors
They are much proud to say with surety that their products completely satisfy their consumers. Thats why they dont 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 dont 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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SWOT Analysis

Strengths Levis enjoys high brand equity. People all around the world recognize the brand name. Levis products are unique and innovative in the style. A lot of variety is offered by Levis ranging from sunglasses to skirts and shirts.

The products are renowned and are considered as the most durable i.e. the long lasting products. Levis follows a high standard of quality . Weakness Levis 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. Levis does not provide any services like free delivery etc

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Opportunities Levis can do more well in the women section. This section is give less importance as compared to the men section. The kids 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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4Ps of Levis 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 dont 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 dont 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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Product
Red tab jeans offers traditional cuts Silver Tab jeans define fashion looks with a background of quality Levis 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 LEVIS way of raising brand awareness among the consumers.

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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 Levis 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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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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Trademarks
Levis has more than 5,000 trademark registrations and pending applications in approximately 180 countries The Levis, Dockers, the Arcuate Stitching Design, the Tab Device, the Two Horse Design and the Wings and Anchor being the core of all. .

Eco-Friendly
Levis 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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Problem Statement
i) ii) Are Levis jeans users satisfied with what the company is offering? What measures need to be adopted to increase their current level of satisfaction towards Levis jeans?

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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 brands 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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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 consumers feedback was necessary for obtaining the data.

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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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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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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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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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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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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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Data analysis Descriptive Data analysis

S. No Subject 1 Gender Option Male Female Quantity 145 55

2 Age group

18-25 26-35 36-45 Above 45

64 87 40 9

3 Occupation

Service Business Self-employed Student Homemaker Retired

42 35 44 57 18 4

4 Education

Up to 10+2 Graduate/Diploma post Graduate

29 104 67

5 Annual Family Income

200000-400000 400001-800000 800001-1000000 Above 1000000

43 62 75 20

6 Preferable Brand

Levi's Numero Uno Woodland

86 44 43

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Tommy Hillfigure Others

27 0

The data from our survey has been given above.

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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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Analysis of customer Age group

Fig 1.2

Above 45 36-45 10% 15%

Age Group
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 3645,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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Diagram Analysis of customer Occupation.

Fig 1.3

60 50 40 30 20 10 0

57 42 44 35 18 4

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.

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Customer Income Group

Fig 1.4

80 60 40 20 0 200000-400000

43

62

75

20
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.

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Diagram of Customer Preference

Fig 1.5

Customer Preference
Levi's Numero Uno Woodland Tommy Hillfigure

14% 21% 22% 43%

From your survey we found that out of 200 Respondents 86 Respondents has chosen Levis 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 Levis brand for its brand value, Style & price.

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Diagram which analysis customer satisfaction

Fig 1.6
100 90 80 70 60 50 40 30 20 10 0

87 89

76

62
41 21 1 2
Highly Satisfied Satisfied Poor Satisfied Not Satisfied Moderate Satisfied

59

69

58 21 3
Highly Satisfied

57 51

68

19 2
Highly Satisfied Satisfied Poor Satisfied Not Satisfied Moderate Satisfied

3
Not Satisfied

11
Satisfied Poor Satisfied Moderate Satisfied

Levi's

Numero Uno

Woodland

Tommy Hillfigure

Here in the diagram we try to compare Levis brand with Levis 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 Levis brand user most satisfied.

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Moderate Satisfied

Highly Satisfied

Poor Satisfied

Not Satisfied

Satisfied

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

Table 1.1

95% Confidence Interval for Mean N 18-25 26-35 36-45 above 45 years Total 64 87 40 9 200 Mean 2.78 3.13 2.85 2.89 2.95 Std. Deviation 1.374 1.336 1.210 1.453 1.329 Std. Error .172 .143 .191 .484 .094 Lower Bound 2.44 2.84 2.46 1.77 2.76 Upper Bound 3.12 3.41 3.24 4.01 3.14

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Table 1.2
Sum of Squares Between Groups Within Groups 4.964 346.536 Df 3 196 Mean Square 1.655 1.768 F .936 Sig. .424

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

Table 1.3
N Service Business self employed professional Student home maker Retired Total 42 35 44 56 19 4 200 Mean 3.05 3.03 3.11 2.71 3.00 2.50 2.95 Std. Deviation 1.343 1.317 1.401 1.371 .943 1.732 1.329 Std. Error .207 .223 .211 .183 .216 .866 .094

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Table 1.4
95% Confidence Interval for Mean Lower Bound Service Business self employed professional Student home maker Retired Total 2.63 2.58 2.69 2.35 2.55 -.26 2.76 Upper Bound 3.47 3.48 3.54 3.08 3.45 5.26 3.14 Minimum 1 1 1 1 1 1 1 Maximum 5 5 5 5 4 4 5

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Table 1.5
Sum of Squares Between Groups Within Groups Total 5.763 345.737 351.500 Df 5 194 199 Mean Square 1.153 1.782 F .647 Sig. .664

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.

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H3: Income of a customer has a significant impact on customer choice of brand of jeans
.

Table 1.6
N 200000-400000 400001-800000 800001-1000000 above 1000000 Total 4 49 77 70 200 Mean 5.00 4.27 3.42 1.40 2.95 Std. Deviation .000 .785 .496 .493 1.329 Std. Error .000 .112 .057 .059 .094

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Table 1.7

95% Confidence Interval for Mean Lower Bound 200000-400000 400001-800000 800001-1000000 above 1000000 Total 5.00 4.04 3.30 1.28 2.76 Upper Bound 5.00 4.49 3.53 1.52 3.14 Minimum 5 1 3 1 1 Maximum 5 5 4 2 5

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Table 1.8

Sum of Squares Between Groups Within Groups Total 286.448 65.052 351.500

Df 3 196 199

Mean Square 95.483 .332

F 287.685

Sig. .000

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.

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

Table 1.9
N 200000-400000 400001-800000 800001-1000000 above 1000000 Total 4 49 77 70 200 Mean 1.00 1.49 3.19 3.83 2.96 Std. Deviation .000 .649 .430 .380 1.058 Std. Error .000 .093 .049 .045 .075

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Table 1.10
95% Confidence Interval for Mean Lower Bound 200000-400000 400001-800000 800001-1000000 above 1000000 Total 1.00 1.30 3.10 3.74 2.81 Upper Bound 1.00 1.68 3.29 3.92 3.10 Minimum 1 1 2 3 1 Maximum 1 3 4 4 4

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Table 1.11
Sum of Squares Between Groups Within Groups Total 178.329 44.266 222.595 Df 3 196 199 Mean Square 59.443 .226 F 263.203 Sig. .000

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.

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Correlation between annual family income and brand preferences of respondent

Table 1.12
annual family income of respondent annual family income of respondent Sig. (2-tailed) .000 Pearson Correlation 1 brand preference of respondent -.872
**

N brand preference of respondent Sig. (2-tailed) Pearson Correlation

200 -.872
**

200 1

.000

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.

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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 Rs1500-2500 Rs2501-3500 3501-4500 Rs4501-5500 Total 33 17 76 74 200 Mean 3.03 3.29 3.95 4.73 4.03 Std. Deviation .883 .470 .225 .447 .795 Std. Error .154 .114 .026 .052 .056 Lower Bound 2.72 3.05 3.90 4.63 3.92 Upper Bound 3.34 3.54 4.00 4.83 4.14 Minimum 1 3 3 4 1 Maximum 4 4 4 5 5

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Table 1.14
Sum of Squares Between Groups Within Groups Total 78.937 46.883 125.820 Df 3 196 199 Mean Square 26.312 .239 F 110.001 Sig. .000

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

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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.

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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.

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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.

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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.

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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
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d) Above Rs. 1000000

6) Which brand of Jeans do you prefer most? a) Levis 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
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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=Cant 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!

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Bibliography 1. www.google.com 2. http://en.wikipedia.org/wiki/Levi_Strauss. 3. http://www.levi.co.in/ 4. Magazine

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