EXECUTIVE SUMMARY

Apparel are not just the domain of women any longer and Indian men too are increasingly taking to the use of more and more quality apparel and accessories. With consumers coming out of festive or occasional need based buying habits there is a rising demand in the Indian market. The market size is evolving and is getting enlarged and many players are coming out with their entire range of offering. Globalization will certainly increase international labels and products penetration and all professionals shall equip themselves to exploit opportunities offered by this sector. The consumers are the largest economic group in any country and the present day business activities are because of consumers only. Thus, consumers are the pillars of the economy. The consumers are not only the heart of marketing system, but also the controller of marketing functions. But it the modern marketing system consumers sovereignty has become a myth on account of the variety of problems in the process of merchandising. The study of consumer behavior enables marketers to understand and predict consumer behavior in the market place; it also promotes understanding of the role that consumption plays in the lives of individual. This gives me an opportunity to work on with this endeavor focusing on the Consumer behavior and perception of consumers towards apparel and accessories with special reference to LEVI’S product line. The primary objective of the study is to understand the consumer behavior and perception of consumer by studying the awareness of the financial products within the consumers and the number of consumers who buys merchandize from LEVI’S and its sub-brands under the Inditex flagship.

INTRODUCTION
This study aims in understanding consumer perception of LEVI’S brand in the Indian consumers. The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. It is essential to understand how people interact with the marketing system. Whatever else we may be in our lives – Child, Student, Jogger, Lover, worker, Parent – we are all consumers, all of our days. We buy and use goods and services constantly; to eat , to wear, to read, to watch, to play, to travel; to keep us healthy, to makes us wealthy and if not wise, at least better educated. Consumer behavior has changed dramatically in the past decade. Today, consumers can order online many customized products ranging from sneakers to computers. Today, the digital
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revolution of the market place allows much greater customization of products, services and promotional messages than older marketing tools. Consumer have Today      A substantial increase in buying power. A Greater variety of available goods & services. A great amount of information about practically anything. A great ease in interacting and placing and receiving orders. An ability to compare notes on products & services.

Consumer behavior is the study of when, why, how, and where people do or do not buy a product. Perception is defined as 'the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world'. THE SELECTIVE PERCEPTION PROCESS Stage Description  Selective exposure consumers select which promotional messages they will expose themselves to.  Selective attention consumers select which promotional messages they will pay attention to  Selective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences  Selective retention consumers remember messages that are more meaningful or important to them  The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand.CV 1. Information evaluation At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision

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it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. This arises from a concept that is known as “cognitive dissonance”. beliefs. psychographics (lifestyle). Post purchase evaluation It is common for customers to experience concerns after making a purchase decision. family. reference groups. Consumer behavior concern with consumer need consumer actions in the direction of satisfying needs leads to his behavior of every individual depend on thinking. social class. and market mix factors Page | 3 . the organization can influence the purchase decisions much more easily. ethnicity. royalty. sub-culture. the consumer is ready to make a purchase decision. Then after having made a purchase. The organization can use variety of techniques to achieve this. lifestyle. the customer should be encouraged that he or she has made the right decision. 3. To manage the post-purchase stage. knowledge. attitudes. having bought a product. It is not effected by advertisement. Once the integration is achieved. locality. personality. FACTORS WHICH INFLUENCE CONSUMER BEAHVIOUR Internal influences Consumer behavior is influenced by: demographics.2. or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. In these circumstances that customer will not repurchase immediately. but is likely to switch brands next time. External influences Consumer behavior is influenced by: culture. may feel that an alternative would have been preferable. The provision of credit or payment terms may encourage purchase. Purchase decision Once the alternatives have been evaluated. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The customer. motivation. The relevant internal psychological process that is associated with purchase decision is integration. and feelings.

neighbors and coworkers.  Sub Culture A group of people with shared value systems based on common life experiences and situations. such as the (i) Groups (ii) Family (iii) Roles and status Groups Two or more people who interact to accomplish individual or mutual goals. Culture is the most basic cause of a person’s wants and behavior. Social classes are society’s relatively permanent and ordered divisions whose members share similar values. The family is the most important consumer buying organization society and it has been researched extensively. 1. Social Factors A consumer’s behavior also is influenced by social factors. 2. interests and behaviour. wants. which are more formal and have less regular interaction. Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. and behaviors learned by a member of society from family and other important institutions. Family Family members can strongly influence buyer behavior. Many sub culture make up important market segments and marketers often design products. professional association and trade unions. racial group and geographic regions.Consumer purchases are influenced strongly by or there are four factors.  Social Class Almost every society has some form of social structure. Marketers are Page | 4 . religions. Cultural Factor Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class  Culture The set of basic values perceptions. friends. These include organizations like religious groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some are secondary groups. Some are primary groups includes family. Every group or society has a culture. Sub culture includes nationalities. A person’s behavior is influenced by many small groups. and cultural influences on buying behavior may vary greatly from country to country.

furniture. The person’s position in each group can be defined in terms of both role and status. Psychological Factors It includes these Factors. and recreation are often age related. Tastes in food. wife and children on the purchase of different products and services. clubs. Age and Life cycle Stage People change the goods and services they buy over their lifetimes. and doctors. support etc) interest (Food. fashion. engineers. Occupation A person’s occupation affects the goods and services bought. Buying is also shaped by the stage of the family life cycle. understanding these forces involves measuring consumer’s major AIO dimensions. whereas white-collar workers buy more business suits. A Co. Roles and Status A person belongs to many groups. i. activities (Work. family. Personal Factors It includes: Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v) Personality and self concept. computer software companies will design different products for brand managers. 3. accountants. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. and influence of the husband. lawyers. can even specialize in making products needed by a given occupational group. Business. Products) Personality and Self concept Each person’s distinct personality influences his or her buying behavior. Economic situation A person’s economic situation will affect product choice Life Style Life Style is a person’s Pattern of living. Page | 5 . hobbies.interested in the roles. Thus. family recreation) and opinions (about themselves. and organizations.e. shopping. Blue collar workers tend to buy more rugged work clothes. 4. clothes.

Feeling.i) Motivation (ii) Perception (iii) Learning (iv) Attitudes Attitudes Attitude can be defined as simply and overall evaluation and it usually play a major role in shaping consumer behavior. and the affective component –feelings. As represented in Figure. and Behavior) Page | 6 . And then. And these two determinants contribute in different manner towards different attitude object. Beliefs Feelings Attitude Behavioral Intention Behavior (Figure: The Relationship among Beliefs. in a contemporary view. Attitude. consumers’ intentions to perform some behavior should increase as their attitudes become more favorable. (Engel. attitude is formed in two fundamental ways: the cognitive component – beliefs. a person’s behavioral intention will depend on her or his attitudes. Blackwell & Miniard 1995. Behavioral Intention. p. Consequently. 364-366).

rockers. when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets. such as on the pocket corners and at the base of the button fly. Between the 1950s and 1980s. After Levi accepted Jacob's offer. mods. Davis did not have the required money to purchase a patent. He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street. a Latvian Jewish immigrant. California LEVI STRAUSS ADVERTISING SIGN Modern jeans began to appear in the 1920s. and the shrinkage was substantial. including greasers. but sales were largely confined to the working people of the western United States.S. the two men received U. lumberjacks. and they are still Levi's number one selling product. and railroad workers.History of Levi’s Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. was a Reno. The patented rivet was later incorporated into the company's jean design and advertisements. Patent 139. the indicated size referred to the size of the jeans prior to shrinking. painted on a brick wall in Woodland. Another boost came in World War II. Jacob Davis. so he wrote to Strauss suggesting that they go into business together. Levi's jeans became popular among a wide range of youth subcultures. The company still produces these unshrunk. uniquely sized jeans. Page | 7 . the manufacturing of denim overalls only began in the 1870s. such as cowboys. Nevada tailor who frequently purchased bolts of cloth made from denim from Levi Strauss & Co. Although popular lore (abetted by company marketing) holds that the original design remains unaltered.'s wholesale house. Levi’s jeans apparently were first introduced to the East during the dude ranch craze of the 1930s.121 from the United States Patent and Trademark Office. he had an idea to use copper rivets to reinforce the points of strain. a style that went on to become the world's best selling item of clothing. The company then created their first pair of Levis 501 Jeans in the 1890s. when blue jeans were declared an essential commodity and were sold only to people engaged in defense work. on May 20. Levi's popular shrink-tofit 501s were sold in a unique sizing arrangement. After one of Davis' customers kept purchasing cloth to reinforce torn pants. 1873. Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during the California Gold Rush (which peaked in 1849). hippies and skinheads. photo of an advertising sign for Levi Strauss & Co.

authentic jeans. Bavaria. from quintessential classics. In 1871. It was founded in 1853 when Levi Strauss came from Buttenheim. As the inventor of the category. a historic marker sponsored by the Reno Historic Resources Commission was dedicated at 211 N. but remains owned and controlled by descendants and relatives of Levi Strauss' four nephews. patent to make the first riveted men's work pants out of denim: the first blue jeans. they are the most successful. a Reno Nevada tailor named Jacob Davis invented the work pants.000. also known as LS&CO or simply Levi's. Virginia Street at the historic location of Jacob Davis' tailor shop. Available in 110 countries across the world. to San Francisco. the organization grew in thirty years to include a sales force of more than 22.this is not the case: the crotch rivet and waist cinch were removed during World War II to conform to War Production Board requirements to conserve metal. imagination.[8] From a company with fifteen salespeople. Levi Strauss and tailor Jacob Davis received a U. The company briefly experimented (in the 1970s) with a public stock listing. ABOUT LEVI'S Invented in 1873. with 50 plants and offices in 35 countries Levi Strauss & Co. the Levi's® brand continues to define jeanswear with the widest range of products available. Page | 8 . Additionally. 2006. and almost no business east of the Mississippi in 1946. the back pocket rivets. Levi's® jeans are the original. two plants. The company's corporate headquarters is located at Levi's Plaza in San Francisco. and loyalty of generations of diverse individuals. to truly cutting-edge denim fashion epitomized by Levi's® Red™. and often imitated clothing products in the history of apparel. widely recognized. to favorite fits and styles in the Red Tab™ line. In 1873. were removed completely in the 1950s. such as the iconic Levi's® 501® Jeans. Levi's® jeans have captured the attention. and was not replaced after the war. is a privately held American clothing company known worldwide for its Levi's brand of denim jeans.S. combining the tough denim from Levi Strauss with the idea to add copper rivets to key stress points. On May 20. California to open a west coast branch of his brothers' New York dry goods business. which had been covered in denim in 1937 due to complaints they scratched furniture.

Dockers® and levi Strauss signature™ brands. Over the last 15 years. fashion-forward products. Our market-leading apparel products are sold under the levi’s®. Levi's® has been one of the primary catalysts in accelerating the coming of age of the Indian fashion scene. and Levi’s® Diva. Closely associated with the evolution of jeanswear fashion in India. The Levi's® range in India includes the iconic Levi’s® 501® Jeans. available in approximately 270 exclusive stores. There is no other company with a comparable global presence in the jeans and casual pants markets. With a product range that spans everyday-wear to extremely evolved. Introduction of levis jeans Founded in 1853 by Bavarian immigrant Levi Strauss. In 1873. Levi's jeans have become more popular in particular thanks to its product differentiation. jeanswear communication India has seen. (ls&co. After the release of the 501 product line.) Is one of the world's largest brand-name apparel marketers with sales in more than 100 countries. the levi's® trademark is one of the most recognized in the world and is registered in more than 160 countries. Levi's enjoyed the worldwide market Page | 9 .ABOUT LEVI'S® IN INDIA Levi's® entered the Indian market in 1994-95. and 500 other points of sale. Levi's® has been responsible for some of the most cutting-edge. with the opening of their first store in Bangalore in Jun 1995. and is committed to firmly placing India on the world map in terms of jeanswear consumption and creation. amongst others. Today. levi Strauss and Nevada tailor Jacob davis patented the process of putting rivets in pants for strength. Levi's® has become the largest and most iconic jeanswear brand in the country. and the world's first jeans — levi's® jeans — were born.The Levi's® brand has big plans for its future in India. Levi’s® Red Tab™. Over the years. Levi's® holds the unique distinction of having won the prestigious Images Fashion Award for the "Most Admired Jeanswear Brand of the Year" for six years in a row. definitive. across more than 200 towns across India. Levi Strauss & co.

he built his business into a very successful operation. for an American people. the brand doesn't represent the same for customers: it represents fashion. According to the Data monitor report from the Market line industry profile of the american apparel retail industry profile (2008).6%. this included charted information on Inditex about revenues and profitability. But in Europe. Levi's Strauss & Co also maintains its image as an originator of American jeans. Their revenues started in 2004 with about $8 million and steadily rose to about $15 million in 2008. Over the next 20 years.dominance in the denim jean market. Inditex’s profit margin started off somewhat low in 2004 at 11. People who wear a Levi's jean are considered as cool and fashion. One of Levi’s customers was a tailor named Jacob Davis. Levi Strauss. Levi's enables them to reach the American way of life. patent on the process of putting rivets in men’s work pants for the very first time. Levi’s Performance Financials Since levi’s is a subsidiary of the parent company Inditex. a Bavarian-born dry goods merchant. Levi's is considered as an ordinary jean. In 2008. Indeed. but also as a local philanthropist. THE INVENTION OF THE BLUE JEAN May 20. this report includes some financials about Inditex. for European consumers.1%. their profit margin is back down at 12. It was on that day that Levi Strauss and Jacob Davis obtained a U. Actually. and peaked in 2007 at 13. Levi's Strauss sends products in more than 110 countries. Threats and Opportunities LEVI’S Page | 10 . came to San Francisco in 1853 at the age of 24 to open a West Coast branch of his brothers’ New York wholesale dry goods business. An important thing we can notice is that customers think differently according to their geographic situation.3%. making a name for himself not only as a well-respected businessman. 1873 marked an historic day: the birth of the blue jean.S.

 Growth in business for branded fashion wear and apparel. less fashion-forward sense. so they are constructing a second distribution center in America.  Price of average products higher than available competition products from local market.  Abrupt change in government policies and taxes. In the construction of the second distribution center will help the growth of the company. and not enough demand for the clothing. geographic scope. the demand for plus sizes. and intense competition. Page | 11 . THREATS  Aggressive price competition from local and other multinational players.Some threats that affect LEVI’S include international expansion. lots of competition. SWOT ANALYSIS STRENGTHS     High quality manpower resources Brand name Vast range of products and accessories Global Image WEAKNESS  Perceived by consumers as High Street Fashion Wear. Also the company is still looking to expand internationally. Expanding in Spain is difficult for the company because of past experience in America. If Levi’s continues to expand it will then help to create a more recognizable brand name to consumers and in turn also help make a higher profit. but is concerned that it is already suffering from retail saturation. LEVI’S recognizes that the company needs to have a competitive advantage in order to survive. Levi’s is considering expansion in North America. Some opportunities faced by levi’s are expansion into other countries such as Europe focused primarily on Italy and scale up its distribution system.  Availability of cheap copied designs / similar design apparels in local market. OPPORTUNITIES  Brand growth through increased consumption depth.

therefore the supply of their items are very scarce.Current Marketing Strategy. such as cowboys. Levi’s produces lower quantities of clothing. levis is more concerned with finding the exact retail site that best suits the company rather than spending the extra money on luring customers into the store. and railroad workers. levis relies more on location of a retail establishment rather than advertising to attract customers. Levi Strauss advertising sign Modern jeans began to appear in the 1920s. but sales were largely confined to the working people of the western United States. Levi’s Page | 12 . Levi’s markets towards the Euro-chic crowd who wants more fashionable clothes with a shorter lead time. Only .5 percent. 2009). lumberjacks.LEVI’S Levi’s is considering setting up loyalty programs to create a link with its customers and increase the number of people that visit the stores. Also the company is heavily concentrated on improving its logistics system which is very important to the company in having success in the clothing industry (Euro monitor International.3 percent of sales are spent on advertising for the company compared to that of its competitors who spend around 3.

Additionally. and was not replaced after the war. Another boost came in World War II. The company still produces these unshrunk. Page | 13 .[8] From a company with fifteen salespeople. when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets. Bavaria. and almost no business east of the Mississippi in 1946. a historic marker sponsored by the Reno Historic Resources Commission was dedicated at 211 N. were removed completely in the 1950s. 2006. two plants. Levi's popular shrink-tofit 501s were sold in a unique sizing arrangement. Levi's jeans became popular among a wide range of youth subcultures. mods. The company's corporate headquarters is located at Levi's Plaza in San Francisco. a Reno Nevada tailor named Jacob Davis invented the work pants. rockers. with 50 plants and offices in 35 countries Levi Strauss & Co. which had been covered in denim in 1937 due to complaints they scratched furniture. In 1871. Levi Strauss and tailor Jacob Davis received a U. also known as LS&CO or simply Levi's. Between the 1950s and 1980s. the organization grew in thirty years to include a sales force of more than 22. including greasers. and they are still Levi's number one selling product.jeans apparently were first introduced to the East during the dude ranch craze of the 1930s.000. but remains owned and controlled by descendants and relatives of Levi Strauss' four nephews. uniquely sized jeans. Virginia Street at the historic location of Jacob Davis' tailor shop. hippies and skinheads.S. the indicated size referred to the size of the jeans prior to shrinking. when blue jeans were declared an essential commodity and were sold only to people engaged in defense work. The company briefly experimented (in the 1970s) with a public stock listing. On May 20. this is not the case: the crotch rivet and waist cinch were removed during World War II to conform to War Production Board requirements to conserve metal. California to open a west coast branch of his brothers' New York dry goods business. the back pocket rivets. patent to make the first riveted men's work pants out of denim: the first blue jeans. In 1873. and the shrinkage was substantial. to San Francisco. combining the tough denim from Levi Strauss with the idea to add copper rivets to key stress points. is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. Although popular lore (abetted by company marketing) holds that the original design remains unaltered. It was founded in 1853 when Levi Strauss came from Buttenheim.

interests. Newspapers. 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. education.g. Many opportunities are found by identifying trends (directions or sequences of events that have some momentum and durability) and mega trends (major social. occupation. the marketing managers of Levis are the trend trackers and Opportunity seekers. e. Signboards. Page | 14 . The major responsibility for identifying significant changes in the macro environment falls to a company’s marketers. etc. political and technological changes that have long-lasting influence).Within the rapidly changing global picture. however. Internet. economic. Television commercials. BENEFITS OF SEGMENTATION Levis has got customer oriented approach by segmentation. house old status. product use patterns. Levi’s also has realized that the marketing environment presents a never-ending series of opportunities and threats. The most frequent methods of segmenting include demographic variables such as age. they are characterized by considerable change over time. Company is providing their customers with stylish better quality and different product keeping in view its cost. and opinions. income. race.MARKET ENVIRONMENT Like other successful companies. and geographic location. activities. and product benefits. Company is promoting its products effectively within segments by print media as well as electronic media. psychographic variables such as life-style. The readings in this section exemplify areas of rapid change. More than any other group in the company. Much segmentation involves combinations of these methods. the marketers of Levi’s are monitoring the following six major “Environmental Forces”: SEGMENTATION Market segmentation is the selection of groups of people who will be most receptive to a product. sex. No matter how segments are defined.

This is part because Levi's is considered as a love brand for many consumers and as a brand that they trust: since the 60's. Levi's is very engaged in the fight of HIV: the company wants to improve the access to HIV/AIDS prevention. what consumers like more about Levi's jean is its durability. At this time. “The fashion requests collected by stores leads to the initiation of the productive process. Levi's has a good reputation among consumers thanks to its values and its social actions.THANKS TO ITS DIFFERENT BRANDS. The consumer perception has evolved. Moreover. originality and courage. empathy. Then. 31%. During the 60's and the 70's. during the 30's. which puts together a supply in agreement with the customer’s wishes as quickly as possible. Levi's wants to be ethics and social responsible in its business. jeans represented rebellion for consumers and a new spirit. Thanks to what Levi's represent. Levi's was more perceived as a Mommy jeans contrarily to other jeans brand. According to a study. At the beginning. LEVI'S STRAUSS HAS A VERY LARGE TARGET. jeans had a casual wear. Levi's has appeared as a love brand because it reaches the emotional field in the consumer mind. that's why Levi's needed to change its strategy: at that time. A study about the age of respondent shows that 76% of 16-25 and 26. For its social actions. Thanks to that. The jean consumption has changed with the Baby Boom: Levi's tried to have younger consumers.35 age groups tend to own more than one or two pairs of jeans which is not the case for people above 35 years old.” Page | 15 . consumers are willing to pay a jean more expensive that if it was another brand. Levi's values are integrity. CUSTOMERS’ FEEDBACK AND LEVI’S IMAGE The in-store feedback from consumers is sent back to designers every day. Levi's jeans were wore by cowboys. after the WWII it was also wore by veterans which made the Levi's jean more popular. Indeed. This business strategy involves constant relations with the commercial supply and bringing personnel closer to the customer. Levi's consumers are very loyal. Another solution was to create the Levi's signature which was cheaper and more accessible.

” This Mum line promotes a powerful image of levi’s into the minds of consumers. levis launches “its first collection of maternity wear. cool. Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873. A levi’s Brand Identity The Levi’s® brand epitomizes classic American style and effortless cool. User profile: casual and professional youth who are aggressively interested in style and trends of fashion and lifestyle. but they can be reflected by customers’ feedback. whether levi’s image is positive or negative for consumers. With regard to brand image. spirited. and the pursuit of excellence Basis for relationship: Hanging out with a rugged. While in 2007. images and brand-added value cannot be evidenced directly through levi’s management. a good design or a unique product strategy can influence it to be positive as mentioned above. levi’s improves its reputation in the fashion industry still further. whether consumers see extra value add to levis. For instance. the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. dockers Page | 16 . everything else Subbrands: denizen. and which values of levis they will choose. innovative.Brand values. and aggressive. Levi’s® jeans have become the most recognizable and imitated clothing in the world — capturing the imagination and loyalty of people for generations. provocative. macho person who goes for the best in clothing. as it takes consumers’ demands seriously and seeks to meet mothers’ needs and feedback. The levis for Mum line went on sale in March in over a hundred stores in the main cities of america and since September it has been available at all establishments of the chain in the world with a wide range of articles. Core Identity Product thrust: casual and stylish. Extended Identity Brand personality: Exciting. And while the patent has long since expired. As a result.

So managers should take consumers’ attitudes into account when they express their brands’ images and added value.keira knightly. Due to the consumers’ attitudes. The content “. and whether the bran dadded value is high. BRAND IMAGES AND ADDED VALUE Positioning and brand values that are chosen can be conveyed to consumers and form an image. Heritage: Developed jeans in America. the Page | 17 . because the in-store feedback is sent back to designers every day. Emotional benefits: The exhilaration of athletic performance excellence. refers to the associations a brand name may invoke” Some brands call up many associations. A brand image comprises content and reputation. levis is good at collecting consumers’ feedback.. they receives a positive image from levis (the content is high quality and modern. Denise Richards. and style Credibility Makes performance jeans and clothing that are stylish.. feeling en gaged. Value Proposition Functional benefits: High influence in fashion lifestyle and provide comfort trends. Consumers’ attitudes determine whether the brand image is positive. active. innovative Endorsers: Top Hollywood actors-Deniel Radcliffe.Logo: levi’s Slogan: "Quality never goes out of style” Organizational associations: Connected to and supportive of casuals.

they think levis keeps a high level of quality all the time. This strategy improved levi’s image in the mind of consumers. Due to the exact data from the corporation. Awareness of levis name is extremely high. Owing to consumers’ attitudes. strengthening the brand still further. and a high level in any one of these components leads to a high brand-added value. levis struggles to convey which social class it belongs to. The chic design of levis evokes several associations such as “fashionable”. it produces about 11. If the product life cycle is shortening. So psychosocial meaning has not a remarkable effect on levis added value. consumers’ preferences will be fulfilled with a greater success. Brand-added value is constituted of perceived performance (perceived quality and perceived material differentiation). and obtains a high reputation in the fashion industry. Although positive or negative brand images are decided by consumers. design and product strategy have an effect on the creation of brand images.000 different products annually. psychosocial meaning and brand name awareness. which extends to accomplish mothers’ needs and feedback. the branding of levis provides them with a guarantee of quality and offers them product satisfaction. the added value of levis is high. The concept of brand-added value does take into account the differences in importance between associations. a brand with positive images and highly added value can easily become a powerful brand. and can differentiate it from other high street brands. and spends four to five weeks on the process of designing a new product and getting finished products into its stores. What is more. Page | 18 . These views show that levis is perceived as having high performance levels. and these associations give consumers a good image. “beautiful” and “colorful”. Consumers deem the speed of launching a new collection of products of levis is fast. In 2007. “A brand image gives no insight into the relative value that consumers ascribe to attributes or associations. However. while this design with medium price enhances levi’s image to be stronger and more positive. the unique product strategy of levi’s promotes the brand images.reputation is high). when consumers hear or see this brand name. It takes account of consumers’ demand. In a word. As mentioned in the positioning part. Therefore.. In addition. they are instantly aware that it is a fashion brand.

Page | 19 . Price discounting has lost its glamour it can no longer be reliant upon to generate sale. PRODUCT STRATEGY Levi’s in India has come up with their entire product line: Levi’s – Woman. TRF QUALITY It is easily identifiable that levis has better quality stock. Kids. PRICE STRATEGY Levi’s pricing strategy is usually global and standard across globe. Forever New. There are facilities like Hyper Markets coming up in smaller towns with adequate consumer base. and Politix. Sports girl. But yet knowing that LEVI”S productions are all in house and in India most of their merchandize are being imported.DISTRIBUTION PLACE There is a significant change in market distribution channel of apparel. Distribution places are:  Hyper markets  Super markets In India there are new markets opening up and maturing fast. Men. Bangalore. These Retailers must innovate to regain consumer confidence. S Oliver. Forever 21 etc. Chenai. Susan’s. Witchery. So brands like levi’s can always find customers in cities like Kolkata. Portman’s. superior design and importantly more affordable when compared to similar retailers who appeal to the same target audience such as: Roger David. The difference in pricing is due to the import and other country specific duties. Forever New. yet they are able to price their product below their nearest competitions that is Promode. Bardot. Pune for their future expansion. Mango.

org  www.PERCEPTUAL MAPPING OF LEVI’S BRAND CONCLUSION Levi’s is perceived as either an European or Middle East Brand in India and is in the lifestyle and high street segment. Page | 20 . REFERENCE  www.htm>.org/headlines05/0416 /headlines05/0416--01.commondreams.commondreams. The pricing for their product is yet considered to be higher than the similar local label products.

com Page | 21 .ht  www.com/magazine/content/02_29/b3792068.businessweek. CIO.com/article/31948/Supply_Chain_Partnerships_How_ ips_How_  www.levistrauss.com  forbusiness.cio.com/article/31948/Supply_Chain_Partnersh www.cio.com  www.