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Customer Satisfaction Of Levis Jeans
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 Mira Road to Andheri with a sample size of 50 respondents. The data collected was analysed 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
Customer Satisfaction Of Levis Jeans
2) Increasing outlets
3) Reaching the economy segment etc.
TABLE OF CONTENTS
SrNo 1 2.1 2.2 2.3 2.4 2 3.1 3.2 3.3 3 4.1 4.2 4 5.1 Particulars Introduction Introduction to LEVIS Problem Statement Research Objective Limitations Methodology Sampling Design Research Design Data Collection Analysis And Recommendation Data Findings and Analysis Recommendation Annexure Bibliography
PageNo 6 7 8 9 10 11 12 13 14 15 16 18 20 28
It was founded in 1853 when Levi Strauss came from Buttenheim. (Kingdom of Bavaria) to San Francisco. 4 . The company briefly experimented (in the 1970s) with employee ownership and a public stock listing. modern jeans were not produced until the 1920s. Although the company began producing denim overallsin the 1870s. but remains owned and controlled by descendants and relatives of Levi Strauss' four nephews.Franconia. California to open a west coast branch of his brothers' New York dry goods business. (LS&CO) is a privately held clothing company known worldwide for itsLevi's brand of denim jeans.Customer Satisfaction Of Levis Jeans COMPANY PROFILE INTRODUCTION TO LEVIS JEANS Levi Strauss & Co.
(GWG). is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA). Mr. The company employs a staff of approximately 10. Paul Glasco and George P. based in the San Francisco headquarters. Simpkins Sr. the main brand. based in Brussels. Middle East and Africa (LSEMA). expanded the firm's clothing line by adding new fashions and models. a Canadian clothing manufacturer. Perhaps most impressive. Levi Strauss Europe... was founded in 1873 in San Francisco. however. under the leadership of Jay Walter Haas Sr. was Levi's expansion under Simpkins was accomplished without a single unionized 5 . specializing in riveted denim jeans and different lines of casual and street fashion. Levi's.. and Asia Pacific Division (APD). Simpkins is credited with the company's record paced expansion of its manufacturing capacity from fewer than 16 plants to more than 63 plants in the United States from 1964 through 1974.1 1990s and later 3 Advertising 4 Notes 5 References 6 External links Organization Levi Strauss & Co. Peter Haas Sr. including stone-washed jeans through the acquisition of Great Western Garment Co. still in use by Levi Strauss. GWG was responsible for the introduction of the modern "stone washing" technique. based inSingapore. From the early 1960s through the mid 1970s. and owns and develops a few brands. Levi's.Customer Satisfaction Of Levis Jeans Contents [hide] • • o • • • • 1 Organization 2 History 2. 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.500 people worldwide.
so he wrote to Strauss suggesting that they go into business together. so the company was closed and the Edmonton manufacturing plant shut down.S. Many of the phone's cosmetic attributes are customisable at the point of purchase. Levi's' plants were perhaps the highest performing.121 from the United States Patent and Trademark Office. 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). helped the company grow through the mid-1990s. the manufacturing of denim overalls only began in the 1870s. Launched in 2003. History Jacob Davis was a tailor who frequently purchased bolts of cloth made from hemp from Levi Strauss & Co. which were known in the industry to be notoriously hot. launched in 1986 which is sold largely through department store chains. such as on the pocket corners and at the base of the button fly. 2004 saw a sharp decline of GWG in the face of global outsourcing. After Levi accepted Jacob's offer. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the company's $2 billion outstanding debt. on May 20. Dockers were introduced into Europe in 1993. 6 . best organized and cleanest textile facilities of their time.'s wholesale house. Patent 139. Levi's even piped in massive amounts of air conditioning for the comfort of Levi's workers into its press plants.Customer Satisfaction Of Levis Jeans employee as a result of Levi's' and the Haas families' strong stance on human rights and Simpkins' use of "pay for performance" manufacturing at the sewing machine operator level up. the two men received U. After one of Davis' customers kept purchasing cloth to reinforce torn pants. As a result. Levi Strauss Signature features jeanswear and casualwear. Davis did not have the required money to purchase a patent. The Dockers brand. In November 2007. Levi's released a mobile phone in co-operation with ModeLabs. The patented rivet was later incorporated into the company's jean design and advertisements. he had an idea to use copper rivets to reinforce the points of strain. as denim sales began to fade. 1873.
The company still produces these unshrunk. Levi Strauss advertising sign Modern jeans began to appear in the 1920s. By changing the location of the store the company began to become more successful. rockers. two plants. Another boost came in World War II. when blue jeans were declared an essential commodity and were sold only to people engaged in defense work. and the shrinkage was substantial. Levi's popular shrink-to-fit 501s were sold in a unique sizing arrangement. and the rivet at the bottom of the 7 . this is not the case: the company's president got too close to a campfire. Although popular lore (abetted by company marketing) holds that the original design remains unaltered. when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets. including greasers. Levi's jeans became popular among a wide range of youth subcultures. and railroad workers. mods.000. and they are still Levi's number one selling product. hippies and skinheads. In the 1950s and 1960s. He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street. and almost no business east of the Mississippi in 1946. From a company with fifteen salespeople. such as cowboys. uniquely sized jeans. lumberjacks. the indicated size referred to the size of the jeans prior to shrinking.Customer Satisfaction Of Levis Jeans Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. but sales were largely confined to the working people of the western United States. Levi’s jeans apparently were first introduced to the East during the dude ranch craze of the 1930s. the organization grew in thirty years to include a sales force of more than 22. with 50 plants and offices in 35 countries.
Tan Holdings Corporation. and began accelerating the pace of its US factory closures and its use of offshore subcontracting agreements. the depicted in old By the 1990s. paid what were then the largest fines in U. In 1991. then severed ties to the Tan family and instituted labor reforms and inspection practices in its offshore facilities. where some 3% of Levi's jeans sold annually with the Made in the USAlabel were shown to have been made by Chinese laborers under what the United States Department of Labor called "slavelike" conditions. During the mid. as are shares of the 8 . Levi Strauss faced a scandal involving six subsidiary factories on the Northern Mariana Islands.200 employees. Levis jeans are made overseas. the brand was facing competition from other brands and cheaper products from overseas. seven-day work weeks with 12hour shifts. saw their jobs exported to Costa Rica. labor history. was removed. Today.and late-1990s.S. the firm is today owned almost entirely by indirect descendants and relatives of Levi Strauss. Cited for sub-minimum wages.S.Customer Satisfaction Of Levis Jeans crotch conducted the offending rivet. in which 1. Shares in Levi Strauss stock are not publicly traded. commonwealth. which is advertisements. Levi Strauss' Marianas subcontractor.  Levi Strauss claimed no knowledge of the offenses. The activist group Fuerza Unida (United Force) was formed following the January 1990 closure of a plant in San Antonio. whose four nephews inherited the San Francisco dry goods firm after their uncle's death in 1902. The company took on multi-billion dollar debt in February 1996 to help finance a series of leveraged stock buyouts among family members. Texas. some of whom had worked for Levi Strauss for decades. The corporation's bonds are traded publicly. distributing more than $9 million in restitution to some 1.150 seamstresses. 1990s and later fire's heat too well. a U. poor living conditions and other indignities. Fuerza Unida picketed the Levi Strauss headquarters in San Francisco and staged hunger strikes and sit-ins in protest of the company's labor policies.
Notable examples include Ben E King ("Stand By Me"). Marc Bolan ("20th Century Boy"). and no worker dividends were paid. due to the Global Recession. which Levi filed for trademark in 1978. producing a special line of "Signature" jeans and other clothes for exclusive sale in Wal-Mart stores until 2006. Levi Strauss Signature jeans can now be purchased at several stores in the US. Levi's has sued Guess?. India and Japan. Screamin' Jay Hawkins ("Heart Attack & Vine"). Levi Strauss leads the apparel industry in trademark infringement cases. After more than two decades of family ownership. filing nearly 100 lawsuits against competitors since 2001. such as "Falling Elevators" by MC 900 Ft. Canada. Zegna. According to the New York Times. Zumiez and Lucky Brand Jeans. having halted an employee stock plan at the time of the internal family buyout. rumors of a possible public stock offering were floated in the media in July 2007. the company offered to pay its workers an unusual dividend of up to $750 million in six years' time. affiliate. the company failed to make cash flow targets. Levi Strauss In June 1996.254). among other companies. it was noted in the media for selling Jeans on interest-free credit. Jesus and "Flat Beat" and "Monday Massacre" by Mr. Levi Strauss was again said to be profitable after declining sales in nine of the previous ten years. In 2002. In 2009. The Clash ("Should I Stay or Should I Go?"). Esprit Holdings. as well as lesser known material. By 2007. However.139. 9 . Oizo. Percy Sledge ("When a Man Loves a Woman").K. trademark#1. Most cases center on the alleged imitation of Levi's back pocket double arc stitching pattern (U. of just over $4 billion. Levi Strauss began a close business collaboration with Wal-Mart. Eddie Cochran ("C'mon Everybody!"). were $3 billion less than during its peak performance in the mid 1990s.S. Its total annual sales.Customer Satisfaction Of Levis Jeans company's Japanese Japan K. ranging from traditional pop to punk rock. Advertising Levi's marketing style has often made use of old recordings of popular music in television commercials.
Customer Satisfaction Of Levis Jeans Many of these songs were re-released by their record labels as a tiein with the ad campaigns. Oizo. resulting in increased popularity and sales of the recordings and the creation of iconic visual associations with the music. in the ads featuring music by Mr. Flat Eric. Songs re-popularized by Levi's commercials Year of UK US Levi's chart chart advert Song title Artist Original recording "Wonderful World" "I Heard It Through the Grapevine" "When a Man Loves a Woman" "C'mon Everybody" Sam Cooke 1960 1986 2 Marvin Gaye 1968 1986 8 Percy Sledge 1966 1987 2 Eddie Cochran 1958 1988 14 "The Joker" Steve Miller 1973 Band 1990 1 "Should I Stay The Clash or Should I Go" 1982 1991 1 10 . such as the use of a topless male model wearing jeans underwater in the 1992 adverts featuring "Wonderful World" and "Mad about the Boy" and the puppet.
Tune Freak Power 1993 In. Oizo 1967 1998 21 1999 1999 1 Pepe Deluxé 2001 2001 20 11 . Cop Out" "Boombastic" "Spaceman" "Underwater Love" "A Nanny in Manhattan" "Whine and Grine" "Flat Beat" "Before You Leave" Shaggy 1995 1995 3 1995 1996 1 1 Babylon Zoo 1995 Smoke City 1997 1997 4 Lilys 1996 1998 16 Prince Buster Mr.Customer Satisfaction Of Levis Jeans "20th Century Boy" T. Rex 1973 1991 13 "Mad about the Dinah 1952 Boy" Washington "Inside" Stiltskin 1994 1992 1994 1 "Turn On.
Customer Satisfaction Of Levis Jeans OBJECTIVES Are Levis jeans users satisfied with what the company is offering? What measures need to be adopted to increase their current level of satisfaction? 12 .
To suggest alternatives for enhancing customer satisfaction. 13 .Customer Satisfaction Of Levis Jeans RESEARCH OBJECTIVE To study and measure satisfaction level of Levis jeans users.
Customer Satisfaction Of Levis Jeans 14 .
Secondary as well as primary sources of data were used to arrive at findings and analyze the results. Secondary sources of data like internet and books were used to do exploratory studies. The research had limitations like: 1) Time constraint 2) Sample size 3) Respondent biasness 15 . The project commenced from Januuary last week and ended on 15th February 2010. Relevant variables were generated and questionnaire was developed to obtain primary data from the market. 50 respondents selected were necessarily Levis jeans users and based on convenience of researcher. Requisite conclusions were developed and recommendations made.pie diagrams etc. Findings based on questionnaire filled were analyzed using statistical tools like frequency charts.Customer Satisfaction Of Levis Jeans RESEARCH METHODOLOGY RESEARCH DESIGN The study was conducted to study and measure the satisfaction level of Levis jeans users.
and journals. 16 . The sample size was limited to 50 respondents because of limited available time. Primary data was obtained through self-administered questionnaires. Secondary sources included articles on jeans from internet. It was a non-probability based sampling based on convenience. books. The sample was selected from the restricted area between Andheri and Mira Road.Customer Satisfaction Of Levis Jeans SAMPLING DESIGN The respondents were necessarily Levis jeans users. DATA COLLECTION Data was collected through secondary as well as primary sources. 50 respondents who were Levis jeans users were interviewed based on non-probabilistic convenience based sampling.
Therefore.Customer Satisfaction Of Levis Jeans ANALYSIS RECOMMENDATION AND FINDINGS AND DATA ANALYSIS Following were the findings from the data collected From the analysis of how many pairs of jeans does age group of respondents own. 14 12 Age of Respondent No. The other age groups above 26 – 35 rarely own more than one or two pairs of jeans. it is evident that the respondent of the age groups 16 – 25 and 26 – 35 tend to own more than one or two pairs of jeans (76%). of pairs owned 10 8 6 4 2 0 16-25 26-35 36-45 45 & above 1 2 3 4 17 . from this we get to know that the people who regularly buy jeans belong to young generation’s group ranging between 16 – 35.
of pairs owned 18 .Customer Satisfaction Of Levis Jeans Majority of respondents who own one or two pairs of jeans tend to buy jeans twice a year (31%). 10 9 8 Frequency of Purchase 7 6 5 4 3 2 1 0 One Two Three More than three Every 3 months Occasionally Every 6 months Once a year No. Many of the respondents also buy jeans very occasionally (23%).
Generally. when they buy is not fixed (34%). Moreover.Customer Satisfaction Of Levis Jeans Most of the customers do not buy during promotions. the respondents who buy occasionally or twice a year do not buy during promotions but go for seasonal offers (23%). 19 .
15) gave that wrangler (3. 20 .26) the highest rank. the brand in question was ranked third (2. Levis.Customer Satisfaction Of Levis Jeans 12 10 8 6 4 2 0 during Promotions seasonal Offer Not Fixed Every 3 months Occasionally Every 6 months Once a year When you buy Levis Jeans Ranking different brands of jeans revealed the respondents followed by Lee (3.96).
3 3.4 Wrangler Lee Levis Newport Pepe The highest ranked attribute was given to durability of cloth followed by durability of stitch and range of fitting styles.9 2.Customer Satisfaction Of Levis Jeans 3.1 3 2.5 2.6 2. 21 .4 3.7 2.2 3.8 2.
Customer Satisfaction Of Levis Jeans 22 .
Ps p r h s s t fa ti n o t uc a e ais c o 5 0 4 0 3 9 3 0 4 1 Frequency 2 0 2 0 1 0 0 Ys e Cn s y at a Nt a a o t l l P s p r h s s t fa t n o t uc a e ais cio 23 . followed closely by those to whom advertising and promotions affected(39%).Customer Satisfaction Of Levis Jeans Majority of them said that they couldn’t say whether advertising and sales promotions affected their post purchase satisfaction(41%).
% 90 T ny re d 2 .0 6% 24 . rugged (22%) and in style (19%) respectively. R s o d n p r e tio a o t L v e p n e ts ec p n b u e is Rg e ugd 2.Customer Satisfaction Of Levis Jeans From the frequency analysis of open-ended question. most recurring 4 responses were put on pie chart.0 3% InS le ty 1. which included excellent fitting. The top response was excellent fitting (33%) followed by trendy (26%). trendy and rugged. in style. % 20 E c lle t F g x e n ittin 3 .
25 . The respondents included those who have used Levis jeans irrespective of number of usage.Customer Satisfaction Of Levis Jeans LIMITATIONS OF THE STUDY The research was confined to a sample of 100 respondents. Time limitations were there. The respondents were approached at the convenience of researcher. which certainly does not represent the whole population of Mumbai. Respondents might be biased at times.
Levis should aggressively advertise coupled with effective sales promotions for improving customer recall and brand image. After sales service which is becoming the most critical success factor seems to be not given due importance. and they are not affected by the promotions. Levis has a scope to reach the top position and encash through increase in sales.Customer Satisfaction Of Levis Jeans RECOMMENDATIONS From the above findings and analysis. following recommendations could be drawn: Levis should more aggressively tap the youth segment. every 6 months) or occasionally. This area should be properly looked after by making available hosts of colors. This also limits preference towards Levis as a brand. The reason for the same is Levis was ranked third in terms of the overall brand image. Since most of customers buy twice a year (i.e. Proper after sales service can provide a competitive edge through efficient customer relationship management. which lies in the age group between 16-35. 26 . Hence. It was also found from the survey that color range is low.
India having a large middle class customer group still being not exploited can be reached through making Levis jeans available at local retail outlets. economy product range can also tap the unexplored middle class range. 27 .Customer Satisfaction Of Levis Jeans Levis is perceived Hence. Since Levis jeans is majorly available in departmental stores and factory outlets. reaching the customer and availing him with consumer schemes is difficult. an as premium brand in India.
Customer Satisfaction Of Levis Jeans 28 .
Please spare your valuable few minutes and share your feedback with us. _____ DEAR RESPONDENT.Customer Satisfaction Of Levis Jeans QUESTIONNAIRE Respondent No. 1) How often do you purchase jeans? a) b) c) d) Once every three months Occasionally Once every 6 months Once a year 2) When do you generally buy Levis jeans? a) During promotions b) Seasonal offers c) Not fixed 3) How many pairs of Levis jeans do you have? a) b) c) d) 1 2 3 more than 3 4) Rank the following brands on a scale of 1-5 (5 being most preferred and 1 least) a) b) c) d) e) Levis Pepe New Port Wrangler Lee 5) Is your satisfaction level. We students of Bhavans College are conducting a survey about the consumer satisfaction with Levis Jeans. after purchasing Levis jeans affected by advertising and promotion? a) Yes b) Cant say 29 . Please let us know what you really think about Levis Jeans.
30 .Customer Satisfaction Of Levis Jeans c) Not at all.
Customer Satisfaction Of Levis Jeans 6) How satisfied are you on the jeans? Extremely Dissatisfied Somewhat Dissatisfied following parameters of Levis Neither Satisfied nor Dissatisfied Somewhat Satisfied Extremely Satisfied • • • • • • • • • Durability of Cloth Price vis-à-vis quality Range of colours Range of fitting styles Range of sizes Durability of stitching Washing convenience Range of shades After sales service 7) Rate the following attributes on a scale of 1-9 in affecting your decision making process: (9 being the most important and 1 being least) a. Attributes Durability of cloth Durability of Trendy clothes Range of fitting Range of sizes Range of shades After sales service Advertising Promotion Rate 8) How do you perceive Levis jeans as? ___________________________________ 9) Do you find Levis jeans usage friendly? 31 . i. h. styles e. b. f. g. stitching c. d.
WE ASSURE YOU THAT THE INFORMATION WILL BE KEPT CONFIDENTIAL AND WILL BE USED FOR ACADEMIC PURPOSE ONLY. c. Female 12) Which age group do you fall in? a. b. 16-25 26-35 36-45 45 and above Name: Area of residence: THANK YOU FOR SPENDING YOUR VALUABLE TIME. Yes b. No 10) In which of the following family income group do you fall?(per annum) a. Male b. 000 above 600. d.400. 32 . 000 200. 000 . b. Below 200. 000 – 600. c.Customer Satisfaction Of Levis Jeans a. 000 11) Please Mark your gender: a. 000 400. d.
Donald S.R. C.Customer Satisfaction Of Levis Jeans BIBLIOGRAPHY Marketing Research.TATA McGraw Hill Marketing Research – Malhotra Marketing Management – Philip Kotler Marketing Research. Tull & Del I. Beri Internet – www.com 33 .levis. Hawkins Marketing Research.
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