Customer Satisfaction Of Levis Jeans
1
Customer Satisfaction Of Levis Jeans
TABLE OF CONTENTS
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
Customer Satisfaction Of Levis Jeans
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
Customer Satisfaction Of Levis Jeans
INTRODUCTION
4
Customer Satisfaction Of Levis Jeans
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
Customer Satisfaction Of Levis Jeans
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
Customer Satisfaction Of Levis Jeans
RESEARCH OBJECTIVE
To study the satisfaction level of Levis jeans users.
To suggest alternatives for enhancing customer satisfaction.
7
Customer Satisfaction Of Levis Jeans
RESEARCH METHODOLOGY
SAMPLING DESIGN
The respondents were necessarily Levis jeans users. A sample of
100 respondents was selected from the restricted area between
Patparganj and Mayur Vihar. For primary data collection,
convenience sampling method has been adopted.
8
Customer Satisfaction Of Levis Jeans
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
9
Customer Satisfaction Of Levis Jeans
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.
10
Customer Satisfaction Of Levis Jeans
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
11
Customer Satisfaction Of Levis Jeans
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)
Nominal -------- crosstabs
-------- comparison between two variables
to know how many pairs you own of Levis
Current usage status
Nominal -------- crosstabs
-------- 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 current standings
Ordinal -------- -------- Friedman test
ranking of variables(Brands)
To know rank of Newport
to know current standings
Ordinal -------- -------- Friedman test
ranking of variables(Brands)
To know rank of Wrangler
to know current standings
Ordinal -------- -------- Friedman test
ranking of variables(Brands)
To know rank of Lee
to know current standings
Ordinal -------- -------- Friedman test
ranking of variables(Brands)
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
12
Customer Satisfaction Of Levis Jeans
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
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
Satisfaction of colour range
to know current level of satisfaction of respective variable
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
Satisfaction of fitting style
to know current level of satisfaction of respective variable
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
Satisfaction of range of sizes
to know current level of satisfaction of respective variable
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
Satisfaction of durability of stitch
to know current level of satisfaction of respective variable
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
13
Customer Satisfaction Of Levis Jeans
Satisfaction of washing convenience
to know current level of satisfaction of respective variable
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
Satisfaction of range of shades
to know current level of satisfaction of respective variable
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
Satisfaction of after sales service
to know current level of satisfaction of respective variable
Nominal -------- -------- factor analysis
to reduce unimportant factors and show the most important ones through higher factor loadings(>+/- 5)
Rank of durability of cloth
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
Rank of durability of stitch
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
Rank of trendy looks
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
Rank of fitting styles
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
14
Customer Satisfaction Of Levis Jeans
Rank of range of sizes
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
Rank of range of shades
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
Rank of after sales service
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
Rank of advertising
to know preference of respective attribute
Ordinal -------- -------- Friedman test
ranking of variables(Attributes)
Rank of sales promotions
to know preference of respective attribute
Ordinal -------- -------- Friedman test
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
Nominal -------- crosstabs
-------- comparing two variables simultaneously
15
Customer Satisfaction Of Levis Jeans
16
Customer Satisfaction Of Levis Jeans
ANALYSIS AND REOMMENDATION
17
Customer Satisfaction Of Levis Jeans
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)
18
Customer Satisfaction Of Levis Jeans
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).
19
Customer Satisfaction Of Levis Jeans
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.
20
Customer Satisfaction Of Levis Jeans
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.
21
Customer Satisfaction Of Levis Jeans
ANNEXURE
22
Customer Satisfaction Of Levis Jeans
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
23
Customer Satisfaction Of Levis Jeans
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.
24
Customer Satisfaction Of Levis Jeans
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
25
Customer Satisfaction Of Levis Jeans
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 fitting style
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 fitting style
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.
26
Customer Satisfaction Of Levis Jeans
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
27
Customer Satisfaction Of Levis Jeans
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
28
LevisPepeNewPortWranglerLee
LevisPepeNewPortWranglerLee
Sat_lev
Customer Satisfaction Of Levis Jeans
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
29
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
Customer Satisfaction Of Levis Jeans
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.
30
income
gender
age
Customer Satisfaction Of Levis Jeans
BIBLIOGRAPHY
Marketing Research- TATA McGraw Hill
Marketing Research – Malhotra
Marketing Management – Philip Kotler
Internet – www.google.com
Internet – www.levis.com
31