Comparative analysis of study on customer buying preference & satisfaction towards Levi’s Strauss

Presented to Presented ByProf. Kamal Gupta

Firoj Md Shah

INTRODUCTION Levi’s incorporated in 1853

It covers more than 160 countries

In India it came on 1995

More than 800 storage in India (2011)

OBJECTIVES1) 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.

METHODOLOGY

Highly professional Prof. Kamal Gupta, gives us a project on Levi’s Strauss. The research was done through survey method with the help of structured interview of customers of Levi’s Store. I asked my query to the customer out of the store. Randomly we choose to asked our questions.

Survey Detail I selected our territory based on Ghaziabad.

I did our survey based on one store, which is near by Choudhory Market

I took 200 respondents for you specific project study.

I did random sampling to fill up our questionnaire.

Demographic Data

Data Analysis

Gender Profile

Male 73%

Female28%

Chart Title

Customer Age Profile

18-2532%

26-3544%

36-4520%

Above 455%

Chart Title

Customer Occupation Status

Service Business Self-employed Student Homemaker Retaired0

10

20

30

40

50

60

42

35

44

57

18

4

Customer Annual Family Income

200000-400000400001-800000

800001-1000000Above 1000000

0

10

20

30

40

50

60

70

80

43

6275

20

Brand Preferences

43%

22%

22%

14%

Chart Title

Levi's Numero UnoWoodland Tommy Hillfigure

Hypotheses Testing

H1: Age has a significant impact on customer choice of brandH2: 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.

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

Result: H5 is rejected

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

Result: H2 is rejected

H3: Income with brand preference

Result: : H3 is accepted

H4: Price with buy

Result: H4 is accepted .

H5: Brand Quality with Satisfaction

Result: H5 is accepted

Customer satisfaction N

ot

Sati

sfied

Poor

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sfied

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ati

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Hig

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Not

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Not

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Hig

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Not

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ati

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Hig

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Sati

sfied

Levi's Numero Uno Woodland Tommy Hillfigure

0

10

20

30

40

50

60

70

80

90

100

1 2

21

8789

2

19

62

76

41

311

59

69

58

3

21

5751

68

Findings Age has no significant impact on choosing brand

of jeans by customers. Occupation of a customer has no significant

impact on choosing brand of jeans by customers. Income of a customer has significant impact on

choosing brand of jeans by customers. Price of jeans has significant impact on choosing

brand of jeans by customers. Price of a jeans has significant impact on quality

perception about brand of jeans by customers. There is a strong correlation between annual

family income and brand preferences of respondent.

ConclusionThrough 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.

Bibliography www.google.com http://en.wikipedia.org/wiki/Levi_Str

auss.

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