Levis jeans satisfaction levels

Customer Satisfaction Of Levis Jeans

TABLE OF CONTENTS

1


SrNo Particulars PageNo

1 Prefatory Items 2

1.1 Acknowledgement 3

1.2 Table of contents 4

1.3 Executive Summary 5

2 Introduction 6

2.1 Introduction to LEVIS 7

2.2 Problem Statement 8

2.3 Research Objective 9

2.4 Limitations 10

3 Methodology 11

3.1 Sampling Design 12

3.2 Research Design 13

3.3 Data Collection 14

4 Analysis And Recommendation 15

4.1 Data Findings and Analysis 16

4.2 Recommendation 18

5 Annexure 20

5.1 Appendix 21

5.2 Bibliography 28

2


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 Mira Road

to Andheri with a sample size of 100 respondents.

The data collected was fed to SPSS package used for analyzing

statistical data. Statistical tools like cross tabs, factor analysis,

Friedman ranking test, frequency charts like bar and pie were used

to analyze the data.

The findings analyzed and based on the analysis conclusions were

drawn and requisite recommendations were provided. These

included:

1) Concentrating more on advertising

2) Increasing availability through local outlets

3) Reaching the economy segment etc.

3


INTRODUCTION

4


INTRODUCTION TO LEVIS JEANS

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. Our 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

patented the process of putting rivets in pants for strength, and the

world's first jeans — Levi's® jeans — were born. Today, the

Levi's® trademark is one of the most recognized in the world and

is registered in more than 160 countries. Descendants of the family

of Levi Strauss privately hold the company. Shares of company

stock are not publicly traded. Shares of Levi Strauss Japan K.K.,

the company's Japanese affiliate, are publicly traded in Japan. (For

additional financial information, visit our "News and Financial"

section).The company employs a staff of approximately 12,400

people worldwide, including approximately 1,500 people at its San

Francisco, 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

5


PROBLEM STATEMENT

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

What measures need to be adopted to increase their current level

of satisfaction?

6


RESEARCH OBJECTIVE

To study and measure satisfaction level of Levis jeans users.

To suggest alternatives for enhancing customer satisfaction.

7


LIMITATIONS OF THE STUDY

The research was confined to a sample of 100 respondents,

which certainly does not represent the whole population of

Mumbai.

The respondents were approached at the convenience of

researcher.

The respondents included those who have used Levis jeans

irrespective of number of usage.

Respondents might be biased at times.

Time limitations were there.

8


RESEARCH METHODOLOGY

9


SAMPLING DESIGN

The respondents were necessarily Levis jeans users. The sample

was selected from the restricted area between Andheri and Mira

Road. It was a non-probability based sampling based on

convenience. The sample size was limited to 100 respondents

because of limited available time.

10


RESEARCH DESIGN

The study was conducted to study and measure the satisfaction

level of Levis jeans users. Secondary as well as primary sources

of data were used to arrive at findings and analyze the results. The

project commenced from August first week and ended on 22nd

November 2003.

Secondary sources of data like internet and books were used to do

exploratory studies. Relevant variables were generated and

questionnaire was developed to obtain primary data from the

market. 100 respondents selected were necessarily Levis jeans

users and based on convenience of researcher.

Findings based on questionnaire filled were analyzed using SPSS

software. Requisite conclusions were developed and

recommendations made. The research had limitations like:

1) Time constraint

2) Sample size

3) Respondent biasness

11


DATA COLLECTION

Data was collected through secondary as well as primary sources.

Secondary sources included articles on jeans from internet, books,

and journals. Primary data was obtained through self-administered

questionnaires. 100 respondents who were Levis jeans users were

interviewed based on non-probabilistic convenience based

sampling.

12


DATA CODING SHEET

Q. No

Description Var. Scale

Var. no.

Value Labels

1 To know the frequency of purchase of jeans by the respondents

Nominal 1 1)1-Once in 3 months2)Occasionally3)Once in 6 months4)Once a year

2 To know when does the respondent goes to buy jeans

Nominal 2 1)During promotions2)Seasonal offers3)Not fixed

3 How many pairs of Levis Jeans does respondent have?

Nominal 3 a)1 b)2c)3 d)more than 3

4 To know which brand the respondent prefers the most

Ordinal 4 1)Levis 2)Pepe3)New Port 4)Wrangler5)Lee

5 Is satisfaction affected by advertising and promotions

Nominal 5 1) Yes 2) Cant say3) No

6 Attributes Interval 6, 7, 8, 9,10,11, 12, 13, 14

1-Extremely dissatisfied2-Some what dissatisfied3-Neither satisfied nor dissatisfied4-some what satisfied5-extremely satisfied.

7 Ranking of features Ordinal 15 1-Durability of cloth2-Durability of stitching3-Trendy4-Range of fitting styles5-Range of sizes6-Range of shades7-After sales service8-Advertsing9-Promotion

8. Perception about Levis jeans Nominal 16 Open ended9 Usage friendliness Nominal 17 1-Yes 2-No 10 Income group Interval 1-Below 200, 000

2-200, 000-400, 0003-400, 000-600, 0004-Above 600, 000

11 Gender Nominal 1-Male 2-Female12 Age group Ordinal 1-16-25

2-26-353-36-454-Above 45

DATA ANALYSIS PLAN

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Purpose Variable

Information

Scale Univariate Bivaria

te

Multivariat

e

Summary

To know frequency of purchasing jeans

Assess long term potential through development of market.

Nominal -------- crosstabs

-------- comparison between two variables simultaneously

To know when customers prefer to buy Levis Jeans

To remain marketable (competitive)


-------- comparison between two variables

to know how many pairs you own of Levis

Current usage status


-------- comparison between two variables

to know rank of Levis

to know current standings

Ordinal -------- -------- Friedman test

ranking of variables(Brands)

To know rank of Pepe




To know rank of Newport




To know rank of Wrangler




To know rank of Lee




to know post purchase satisfaction

whether advertising required

Nominal frequency bar chart

-------- comparing one variable graphically

Satisfaction of durability

to know current level of

Nominal -------- -------- factor analysis

to reduce unimportant factors

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of cloth satisfaction of respective variable

and show the most important ones through higher factor loadings(>+/- 5)

Satisfaction of price for quality

to know current level of satisfaction of respective variable


to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)

Satisfaction of colour range




Satisfaction of fitting style




Satisfaction of range of sizes




Satisfaction of durability of stitch




15


Satisfaction of washing convenience




Satisfaction of range of shades




Satisfaction of after sales service




Rank of durability of cloth

to know preference of respective attribute


ranking of variables(Attributes)

Rank of durability of stitch




Rank of trendy looks




Rank of fitting styles




16


Rank of range of sizes




Rank of range of shades




Rank of after sales service




Rank of advertising




Rank of sales promotions



Ranking of variables(Attributes)

Respondents perception about Levis

to know openly how respondents perceive about Levis jeans

Nominal frequency pie chart

-------- -------- comparing one variable graphically

Income group of respondents

to know what income level purchase Levis jeans

Nominal -------- -------- --------

Gender of respondent

does gender affect level of satisfaction

Nominal -------- -------- --------

Age of respondent

what age bracket does levis appeal more to


-------- comparing two variables simultaneously

17


18


ANALYSIS AND REOMMENDATION

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FINDINGS AND DATA ANALYSIS

Following were the findings from the data collected

From the demographic cross tab analysis of how many pairs

of jeans does age group of respondents own, 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%). The

other age groups above 26 – 35 rarely own more than one or

two pairs of jeans. Therefore, from this we get to know that

the people who regularly buy jeans belong to young

generation’s group ranging between 16 – 35. (Refer cross

tab No. 1 in Appendix.)

Majority of respondents who own one or two pairs of jeans

tend to buy jeans twice a year (31%). Many of the

respondents also buy jeans very occasionally (23%). (Refer

Cross tab No. 2 in Appendix).

Most of the customers do not buy during promotions.

Generally, the respondents who buy occasionally or twice a

year do not buy during promotions but go for seasonal offers

(23%). Moreover, when they buy is not fixed (34%).

(Refer Cross tab No. 3 in Appendix).

Friedman test of ranking different brands of jeans revealed

the respondents followed by Lee (3.15) gave that wrangler

(3.26) the highest rank. Levis, the brand in question was

ranked third (2.96). (Refer Friedman test no.1)

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Another Friedman test of ranking different attributes of Levis

jeans including advertising and sales promotions and after

sales service was also carried out. The highest ranked

attribute was given to durability of cloth followed by durability

of stitch and range of fitting styles.

(Refer Friedman test no.2)

Majority of them said that they couldn’t say whether

advertising and sales promotions affected their post

purchase satisfaction(41%), followed closely by those to

whom advertising and promotions affected(39%).(Refer

frequency table number 2 and bar chart)

From the frequency analysis of open-ended question, most

recurring 4 responses were put on pie chart, which included

excellent fitting, in style, trendy and rugged. The top

response was excellent fitting (33%) followed by trendy

(26%), rugged (22%) and in style (19%) respectively. (Refer

to frequency table no 1 & pie chart).

Even though we had very less number of variables required

for factor analysis, we did carry out factor analysis so as to

know on what attributes do they give maximum satisfaction

factor loadings. From this, we could understand that the

respondents were highly satisfied with three factors of Levis

jeans. These are comfort wearing (fitting style and sizes),

durability of Levis jeans (durability of cloth and stitch) and

trendy and in style (range of shades).

21


RECOMMENDATIONSFrom 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 16-35. The reason for

the same is Levis was ranked third in terms of the overall

brand image. Hence, Levis has a scope to reach the top

position and encash through increase in sales.

Since most of customers buy twice a year (i.e. every 6

months) 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 image.

It was also found from the survey that color range is low.

This also limits preference towards Levis as a brand. This

area should be properly looked after by making available

hosts of colors.

After sales service which is becoming the most critical

success factor seems to be not given due importance.

Proper after sales service can provide a competitive edge

through efficient customer relationship management.

Levis is perceived as premium brand in India. Hence, an

economy product range can also tap the unexplored middle

class range.

22


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.

23


ANNEXURE

24


APPENDIX

Cross tabs

Cross tab No.1

Age of respondent * How many pairs you own of Levis? Crosstabulation

Count

25 25 3 6 59

13 13 3 4 33

2 3 1 1 7

1 1

40 41 8 11 100

16 - 25

26 - 35

36 - 45

above 45

Age ofrespondent

Total

One Two ThreeMore than

three

How many pairs you own of Levis?

Total

Cross tab No.2

How many pairs you own of Levis? * Frequency of purchase Crosstabulation

Count

8 8 14 10 40

8 15 17 1 41

3 2 3 8

7 3 1 11

26 28 34 12 100

One

Two

Three

More than three

How manypairs you ownof Levis?

Total

Every 3months Occasionally

Every 6months Once a year

Frequency of purchase

Total

Cross tab No.3

When you buy Levis Jeans? * Frequency of purchase Crosstabulation

Count

4 3 2 1 10

5 11 12 4 32

17 14 20 7 58

26 28 34 12 100

During Promotions

Seasonal Offers

Not Fixed

When youbuy LevisJeans?

Total

Every 3months Occasionally

Every 6months Once a year

Frequency of purchase

Total

25


Friedman Tests of Ranks

Friedman Test No.1

Ranks

3.26

3.15

2.96

2.91

2.72

Rank of Wrangler

Rank of Lee

Rank of Levis

Rank of Newport

Rank of Pepe

Mean RankTest Statisticsa

100

7.128

4

.129

N

Chi-Square

df

Asymp. Sig.

Friedman Testa.

Friedman Test No.2

Ranks

6.26

5.44

5.29

5.20

5.11

4.70

4.44

4.38

4.18

Rank of durabiity of cloth

Rank of durability of stitch

Rank of fitting styles

Rank of salespromotions

Rank of trendy looks

Rank of advertising

Rank of range of shades

Rank of range of sizes

Rank of aftersales service

Mean Rank

Test Statisticsa

100

45.037

8

.000

N

Chi-Square

df

Asymp. Sig.

Friedman Testa.

26


Frequencies

Frequency No.1 of respondents perception about LevisRespondents perception about Levis

33 33.0 33.0 33.0

26 26.0 26.0 59.0

19 19.0 19.0 78.0

22 22.0 22.0 100.0

100 100.0 100.0

Excellent Fitting

Trendy

In Style

Rugged

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Frequency No.2 of post purchase satisfaction of respondents whether affected by advertising and promotions

Post purchase satisfaction

39 39.0 39.0 39.0

41 41.0 41.0 80.0

20 20.0 20.0 100.0

100 100.0 100.0

Yes

Cant say

Not at all

Total

ValidFrequency Percent Valid Percent

CumulativePercent

comparison between two variables

Factor Analysis Of Satisfaction of Various Attributes

27


KMO and Bartlett's Test

.677

138.081

36

.000

Kaiser-Meyer-Olkin Measure of SamplingAdequacy.

Approx. Chi-Square

df

Sig.

Bartlett's Test ofSphericity

Communalities

.266 .309

.128 .131

.263 .293

.331 .471

.308 .443

.352 .660

.109 .104

.303 .763

.133 .159

Satisfaction of durabilityof cloth

Satisfaction of price forquality

Satisfaction of colourrange


Satisfaction of range ofsizes

Satisfaction of durabilityof stitch

Satisfaction of washingconvenience

Satisfaction of range ofshades

Satisfaction of aftersalesservice

Initial Extraction

Extraction Method: Principal Axis Factoring.

Scree Plot

Factor Number

987654321

Eig

en

va

lue

3.0

2.5

2.0

1.5

1.0

.5

0.0

Rotated Factor Matrixa

.655

.652

.737

.507

.795


Satisfaction of range ofsizes

Satisfaction of colourrange

Satisfaction of durabilityof stitch

Satisfaction of durabilityof cloth

Satisfaction of price forquality

Satisfaction of washingconvenience

Satisfaction of range ofshades

Satisfaction of aftersalesservice

1 2 3

Factor

Extraction Method: Principal Axis Factoring. Rotation Method: Varimax with Kaiser Normalization.

Rotation converged in 5 iterations.a.

28


QUESTIONNAIRE

Respondent No. _____

DEAR RESPONDENT,

We students of N.L. Dalmia Institute of Management Studies and Research are conducting a survey about the consumer satisfaction with Levis Jeans. Please let us know what you really think about Levis Jeans. Please spare your valuable few minutes and share your feedback with us.

1) How often do you purchase jeans?

a) Once every three monthsb) Occasionallyc) Once every 6 monthsd) Once a year

Freq_pur

29


2) When do you generally buy Levis jeans?

a) During promotions b) Seasonal offersc) Not fixed

3) How many pairs of Levis jeans do you have?

a) 1b) 2c) 3d) more than 3

4) Rank the following brands on a scale of 1-5 (5 being most preferred and 1 least)

a) Levisb) Pepec) New Portd) Wranglere) Lee

5) Is your satisfaction level, after purchasing Levis jeans affected by advertising and promotion?

a) Yesb) Cant sayc) Not at all.

Gen_buy

Pair_no

30

LevisPepeNewPortWranglerLee

LevisPepeNewPortWranglerLee

Sat_lev


6) How satisfied are you on the following parameters of Levis jeans?

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)

Attributes Ratea. Durability of clothb. Durability of stitchingc. Trendy clothesd. Range of fitting stylese. Range of sizesf. Range of shadesg. After sales serviceh. Advertisingi. Promotion

8) How do you perceive Levis jeans as?

___________________________________

9) Do you find Levis jeans usage friendly?

a. Yesb. No

31

Extremely Dissatisfied

Somewhat Dissatisfied

Neither Satisfied

nor Dissatisfied

Somewhat Satisfied

Extremely Satisfied

Du_Clo

Pri_Qua

Colours

Fitstyle

Sizes

Du_stich

WashCon

Shades

AfterSal

DuclothDustichTrendyFitstylsRanSizeRanShadAftrSaleAdvtgPromo

Perceive

usage


10) In which of the following family income group do you fall?(per annum)

a. Below 200, 000b. 200, 000 - 400, 000c. 400, 000 – 600, 000d. above 600, 000

11) Please Mark your gender:

a. Maleb. Female

12) Which age group do you fall in?

a. 16-25b. 26-35c. 36-45d. 45 and above

Name:

Area of residence:

THANK YOU FOR SPENDING YOUR VALUABLE TIME. WE ASSURE YOU THAT THE INFORMATION WILL BE KEPT CONFIDENTIAL AND WILL BE USED FOR ACADEMIC PURPOSE ONLY.

32

income

gender

age


BIBLIOGRAPHY

Marketing Research- TATA McGraw Hill

Marketing Research – Malhotra

Marketing Management – Philip Kotler

Internet – www.google.com

Internet – www.levis.com

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Levis jeans satisfaction levels