Project on Consumer Perception About Branded Clothing Store and Merchandise Levis Stores and Koutons...

8/8/2019 Project on Consumer Perception About Branded Clothing Store and Merchandise Levis Stores and Koutons Store in I

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A StudyOn

Consumers perception about branded clothing store and

merchandise Levis Stores & Koutons Store in India

Siva Sivani institute of management

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A Study

OnConsumers perception about branded clothing store and

merchandise Levis Stores & Koutons Store in India

SUBMITTED BY

Ajay Pratap Verma (18003)

Kuldeep Tiwari (18023)

Kunal Singh (18024)

Sudhir Yadav (18053)

UNDER THE ESTEEMED GUIDANCE OF

Mr.T.Thirumal Reddy

Lecturer (SSIM)

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SIVA SIVANI INSTITUTE OF MANAGEMENT

SECUNDERABAD

(2009-11)

Contents

Literature Review

Executive Summary

Chapter-1

Industry Profile

Apparel Manufacturing - Shifting towards Asia

Growth Drivers

Changing Demographic profile

Rising income level

Consumer Spend

Urbanization

Retail Space

Retail Formats preferred in India

Indian Apparel Market

Ready to Wear/ Tailored Segment

Branded/Unbranded/Private Labels

Chapter-2

Company ProfileA Brief History:

Levi Strauss & Co. Ltd

Position And Product Life Cycle and Recent Developments: Pricing

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LITERATURE REVEIW

Literature survey is the documentation of a comprehensive review of the published and

unpublished work from secondary sources data in the areas of specific interest to the researcher.

The library is a rich storage base for secondary data and we used to spend many days and going

through books, journals, newspapers, magazines, conference proceedings, doctoral dissertations,

masters theses, government publications and financial reports to find information on their

research topic. With computerized databases now readily available and accessible the literature

search is much speedier and easier and can be done without entering the portals of a library

building. We had used internet to a great extent in finding out different research topics related to

the topic.

We started the

literature survey even

as the information from the unstructured and structured questionnaire is being gathered.

Reviewing the literature on the topic area at this time helped us to focus further more meaningfully

on certain aspects found to be important is the published studies even if these had not surfaced

during the earlier questioning. So the literature survey is important for gathering the secondary

data for the research which might be proved very helpful in the research.

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LITERATURE REVIEW


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EXECUTIVE SUMMARY

In the globalised era, the apparel and accessory segment in India, like many other traditional

product segments, is undergoing an astounding change of perception. While it continues to enjoy

the position of being an enhancer of beauty, the new-age consumer perceives fashion as a must,

manifesting the wearers attitude, personality and lifestyle. Fashion is now an important new sales

driver in India, and domestic and international brands are scrambling to adjust their designs to

cater to the Indian market. A host of variables - the buying occasion, the wearing occasion, the

economic strata of the target segment and the effect of regional and religious influences on all of

them are now being juggled to find the winning mix. With mounting western influence, and a

focus on revival of traditional Indian fashion elements, diversity in India sees new faces. The

Indian fashion stage is a reflection of deep cultural influences, the consumer shift in the neweconomic scenario, and changing social perceptions. It indicates the birth of new and distinct

target groups

that ride on

various

influences to set new trends. Understanding these influencers and the various target groupcharacteristics are key to setting foot in the Indian fashion industry. Read on to find out more

about this potential landscape.

This report highlights the consumer shift, change in perceptions, and awareness of westerncultures and brands amongst Indians, which reinforces the strong potential that India has forinternational fashion brands. The report also states the three main factors that make India a verychallenging landscape.

1. Individuals are today clear as to what they consider essential and what they deem luxury. Thechoice is very personal, and in line with the kind of lifestyle they aim to lead. Indian consumers

are a brand-aware lot, yet they like to base their decisions on rationale and focus on high-endfashion brands that are most coherent with their aspirations that they see as most relevant.

2. The glocal scene across India shows that the fashion adaptation is as diverse as the cultureacross the country. Indians like to experiment and fuse western wear with Indian designerclothing, adapt western trends and indianize them as per local trends, they look at film celebrities

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EXECUTIVE SUMMARY


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and designers for inspiration. This factor makes the Indian market all the more complex tounderstand and dwell in.

3. Lastly, India is not only open to western designer brands but also home to domestic talent and along-running royal patronage of luxury. The factors mentioned above impose a challenge to all

international brands. OVERCOMING THE CHALLENGE IS NOT JUST ABOUT GENERATING BRANDAWARENESS, BUT ABOUT DEVELOPING AN ENTITY THAT WILL FIND A CONNECTS WITH INDIAN

FASHION CONSUMERS. How can this be achieved? The clues to the answers are hidden in thetarget segments that we have identified. The best way to find out is by delving deeper into thethinking patterns of these consumer segments.

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Industry Profile

India is the second fastest growing economy in the world growing at approximately 7%-8% per annum. According to A.T. Kearneys Global Retail Development Index, 2006, India

tops the annual list of most attractive countries for international retail expansion (Source:

India Retail Report, by Images F&R Research). Currently the Indian retail market is valued at

USD 270.0 billion. Organized retail has grown from USD 6.2 billion in 2004 to USD 8 billion

in 2005 to USD 12.4 billion, at a CAGR of 30% (Source: India Retail Report by Images F&R

Research 2007). Organized retail is on a high growth trajectory due to several favourable

drivers including:

favourable demographic profiles, rising income levels, increase in consumer spend,urbanization, growth in quality retail space, emergence of mall culture and rapid

development of malls, emergence of specialty and supermarket formats which have themost potential for growth followed by hypermarkets.

Apparel and accessories

retailing is the largest segment

of organized retailing in

India, constituting

39.0% of total organized

retailing business, which

is valued at approximately

Rs. 550.0 billion (USD

12.4 billion) (Source: India Retail Report & F&R 2007). The organized apparel andaccessories retail market accounted for 13.6% of the total sector in

2004 and was valued at Rs. 109.0 billion. The share of organized retail has steadily grown to

18.9% in 2006, with the apparel and accessories sector showing a year on year growth rate of

30.3% during 2005-2006. Approximately 42% of the Indian apparel market is dominated by

mens wear followed by womens wear at 34%.

The ready to wear (RTW) market for apparel in India is expected to show continued growth

due to the softening of the government regulations, among other factors. The readymade

apparel segment includes both branded and unbranded players. A branded store is wherein a

manufacturer or marketer makes conscious efforts to promote his brand, such as Koutons

Retail India Limited, Madura Garments Peter England, Arvind Brands Newport, ITCsWills Classic, and Raymonds Park Avenue. There are several foreign brands that have

successfully established their presence in the country. These players may have come in via a

tie-up with domestic concerns: (like Benetton), or via licensee route (like Allen Solly,

Arrow). Some brands like Metro come in with Cash and Carry wholesale trading route, while

Tommy Hilfiger, Marks and Spencers, Speedo, Umbro etc retail through franchisee channels.

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Chapter-1

INDUSTRY PROFILE


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There are roughly about 23 major players operating in branded apparel segment in India.

For further details, please refer to the section titled Industry Overview beginning onpage 59 of this Prospectus.

Apparel Manufacturing - Shifting towardsAsia

Indias textile industry has opened up significantly with the dismantling of quotas; hence

apparel manufacturing is gradually shifting from Western countries to Asian countries on

account of cost competitiveness. The elimination of these quotas has led retailers to source

their requirements from the most competitive vendor. India also has an added advantage of

low labour cost, along with other countries like Bangladesh, Indonesia and China, which

has added to their rapid growth.

Growth Drivers

Changing Demographicprofile

India has the youngest consumer profile as compared to the ageing population of USA, UK,

and Japan etc. Over 65% of the population is below 35 years of age; 54% of the population

is below 24 years of age. In contrast, the young population in Europe and Japan is declining;

Immigration is largely responsible for keeping a positive growth rate in US. (Source: Indian

Retail Report by Images & F&R)

The composition of the Indian population is shifting more towards the age group 20-49 i.e. the

working population with purchasing power. This shift is expected to be a major driver of

consumption. The low median age of the population means a higher current consumption

spend vs. savings as a younger population has both, the ability and willingness to spend.Higher consumption is a direct booster for the retailing industry. There has also been a

significant increase in the percentage of working women from 22% in 1991 to 26% in 2001.

(Source: FICCI KPMG Report)

Consumer lifestyles and preferences are changing fast which is a prominent driving factor too.

There are more nuclear families proliferating which will result in 3% to 4% increase in

aggregate spending over the next 5 years. (Source: India Retail Report by Images & F&R

2007).

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Source: India Retail Report by Images & F&R

Rising IncomeLevels

A larger number of households are getting added to the consuming class with growth in

income levels. There has been a 100% growth in the addition of households, from 40

million in 1995 to 80 million households in 2005. This has resulted in significant increasein high income group from 5.5 million household in 1995 to 18 million households in

2005 for the high income group and from 18 million households in 1995 to 31 million in 2005

for the mass affluent. There has been increase in the nuclear family structure; a growing

number of educated and employed women (which translates into increasing disposable

incomes), media proliferation and growing consumerism have all contributed to the growth

of organized retail.

Consumer SpendIndia has one of the youngest populations where 65% of the population is below 35 years and

54 % below 24 years. A younger population and the increasing disposable income levels, alongwith higher aspirations and a feel-good factor, has tremendously affected the consumer spend.Private consumption has a direct impact on the growth of the retail industry.Todays consumers are increasingly becoming brand conscious and are looking for products

with design and quality. There is easier acceptance of luxury and an increased willingness to

experiment with mainstream fashion which is seen as one of the main drivers for the

clothing and apparel segment in India.

Urbanization

Currently organized retail is focused on metros then moving down to the tier 1 and 2 cities. In

the next 10 years the growth in the organized retail is going to come from the metros thus thetarget audience for organized retail is going to be the urban population. Organized retail has

been more successful in cities more so in the South and West of India.

The reasons for this regional variation range from differences in consumer buying behaviour to

cost of real estate and taxation laws. (Source: FICCI KPMG Report)

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There is increase in awareness of the tier II cities and now this is eroding the difference

between the metros and the tier II cities in terms of urban aspirations. International

brands like Nokia, Pizza Hut, Ford, Reebok, and Adidas are increasingly relying on these

tier II cities to drive their growth.

Retail Space

Quality retail space has always been one of the key hurdles for the development of OrganizedRetail. Currently there are 120 operational shopping centres with approximately 33 million

sq ft space growing to over 575 shopping centres/ malls covering more than 120 million sq ft

space quality retail space by 2009. (Source: Images Yearbook Volume III)

There is additional retail space to add Rs. 400 billion of business to organized retail. This

growth in quality retail space will positively impact the growth in the apparel market as there

will be complete change in the shopping habits. Impulse shopping will go up to 40% of total

mall shopping. Awareness and sensitivity of brands will be heightened and a shopping trip

becomes more of an experience rather than a chore. (Source: Images Yearbook Volume III)

Retail Formats preferred inIndia

The KPMG retail survey in India states that the specialty and supermarket format have the

most potential for growth followed by hypermarkets. With the increase in the percentage of

working women and dual income families, customers often visit shops with intention to

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purchase a specific product, thus confirming the emerging trend of focused malls.

Source KPMGREPORT

Indian ApparelMarket

The organized apparel and accessories retail market accounted for 13.6% of the total sector in

2004; it was valued at Rs 10,900 crores. The share of organized retail has steadily grown to

18.9% in 2006, with the apparel and accessories sector showing a year on year growth rate of

30.3% during 2005-2006. Apparel and accessories retailing is the largest segment of

organized retailing in India, constituting 39% of total organized retailing business,

which values approximately at Rs 55,000 crores (USD 12.4 billion). (Source: India RetailReport by Images & F&R 2007)

Source: India Retail Report by Images & F&R 2007Indian Apparel Market trends

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i) Malls are expected to be one of the main growth drivers of apparel retailing in India, as

such organized retail spaces offer large areas to fashion products.

ii) Existing apparel brands and retailers have started exploring the potential of the smaller

cities and expanding their retail network.

iii) In terms of opening new retail outlets, apparel retailers and brands attained growth in

opening up of number

The Indian Apparel Markets lions share is taken by menswear with 42% value. The

womens wear segment has increased its overall market share by 1% to 34% valuing it at Rs

30,380 crores. There is a drop in the kids segment from 18% to 17%. This drop is due to the

increase in usage of ready-to-wear branded uniforms.

Products in the unisex segment cater to all three major apparel segments in the ratio of 6:3:1

for mens, womens, kids apparel respectively. The segment for uniforms is considered

separately because it comprises both kids as well as sizing in men and women for customers

above 14 years of age.

Ready to Wear/ TailoredSegment

Traditionally, tailor-made garments had found flavour with the Indian masses but now the

trend is shifting at a fast pace. The last two decades of the apparel industry were in 4 differentphases:Phase 1 Pre 90s : Era of tailor madeapparelPhase 2 1990-1995 : Ready-to-Wear apparel introducedPhase 3 1995-2000 : Brands flourished

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Phase 4 2000-2004 : Retail dominates2005 onwards : Categories ruleThe other growth drivers for the ready to wear (RTW) market are the softening of theGovernment Regulations like:a) The production of ready made garment is no longer reserved for

small-scale industry.b) Excise duty on RTW garments has been abolished.c) Implementation of VAT by various states will simplify the tax structure and reduce the

Branded/Unbranded/Private Labels

Within the readymade segment we have branded and unbranded players. A branded store is

wherein a manufacturer or marketer makes conscious efforts to promote his brand, such as

Koutons Retail India Limited, Madura Garments Peter England, Arvind Brands Newport,ITCs Wills Classic, and Raymonds Park Avenue

There are several foreign brands that have successfully established their presence in the

country. These players may have come in via a tie-up with domestic concerns: (like

Benetton), or via the licensee route (like Allen Solly, Arrow). Some brands like Metro

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come in with Cash and Carry wholesale trading route, while Tommy Hilfiger, Marks and

Spencers, Speedo, Umbro etc retail through franchisee channels.

Globally private labels contribute to 17% of retail sales and are growing at 5% pa. Private

Labels provide higher margin to the retailers simultaneously offering lower price to the

consumers. This is a strategy adopted globally and now is extensively used by Indianretailers.

There are certain private label brands which have done exceedingly well like John Miller,

Bare, Stop, Splash. With the implementation of the uniform tax structure across the country,

quite a few of these labels are likely to aspire to achieve a brand status.

A survey carried by AC Nielsen has identified that 56% of their survey respondents in India

consider private labels to be good alternatives to manufacturer brands. This exponential

growth can be seen in the areas of groceries, home care, clothing and apparel. (Source:

Images Yearbook Volume III)

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COMPANY PROFILE

(LEVIS)LEVI STRAUSS & CO.: A BRIEF HISTORY:

Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide for its

Levi's brand of denim jeans. It was founded in 1853 when Levi Strauss came from Buttenheim,

Franconia, (Kingdom of Bavaria) to San Francisco, California to open a west coast branch of his

brothers' New York dry goods business. Although the company began producing denim overalls

in the 1870s, modern jeans were not produced until the 1920s. The company briefly

experimented (in the 1970s) with employee ownership and a public stock listing, but remains

owned and controlled by descendants and relatives of Levi Strauss' four nephews.

Modern jeans began toappear in the 1920s, butsales were largelyconfined to the working

people of the United States, such ascowboys, lumberjacks,and railroad workers.Levis jeans apparently were first introduced to the East during the craze of the 1930s, whenvacationing Easterners returned home with tales (and usually examples) of the hard-wearing

pants with rivets. Another boost came in World War II, when blue jeans were declared anessential commodity and were sold only to people engaged in defence work. From a companywith fifteen salespeople, two plants, and almost no business east of the Mississippi in 1946, theorganization grew in thirty years to include a sales force of more than 22,000, with 50 plants andoffices in 35 countries.

In the 1950s and 1960s, Levi's jeans became popular among a wide range of youth subcultures.Levi's popular shrink-to-fit 501s were sold in a unique sizing arrangement; the indicated size wasrelated to the size of the jeans prior to shrinking, and the shrinkage was substantial. The companystill produces these UN shrunk, uniquely sized jeans, and they still sell very well although

popular remains the original design.2.2. THE LEVIS BRAND: BRAND FACTSHEET:

On May 20, 1873 the U.S. Patent and Trademark Office grants Levi Strauss & Jacob Davis a patthe process of riveting pants. This heralds the invention of the blue jean.

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Levi Strauss was ahead of his time creating famous branding elements on his jeans thatAre still in use, and often copied, today. In 1886 the Two Horse brand leather patch, a symbol of the pants'

Strength is first used on his jeans.

The Levi's brand eye-catching Red Tab Device was added to the jeans in1936. Placed onto the right back pocket with the word "Levis" stitched inWhite capital letters, it differentiates Levi's jeans from competitors.

Levis jeans famous arched back pocket stitching is called the accurate.

This iconic stitching can be seen on back pockets throughout the world. Today, Levis jeans are smore than 110 countries worldwide. Levis Jeans are single most-often copied apparel item in thehistory of apparel. The Levis brand several collections around the world to meet the needs, and wof denim-wearers everywhere. These include:

Levis Vintage Clothing Inspired directly from the Levis brand archives and

Available worldwide.

Levis Capital E The most premium, finely crafted, luxurious expression ofThe Levis brand is sold in select Levis Stores and premium stores in the United States.

Levis RED A sexy and modern expression of the Levis brand is sold in Chains, department stand Levis Stores in the United States and Levis Stores and specialty retailers in Europe.

Levis Blue A European collection of jeans for men and women in premium denim finishes thatappropriate for day or night.

Levis Lady Style A range of premium jeans for women available across Asia, designed for mosophisticated wearing occasions.Levis Red Tab The authentic core of the Levis brand offers a wide range ofFits and finishes in true Levis style.

LEVI STRAUSS (GENERAL INFORMATION)

FOUNDED SAN FRANSISCO,CALIFORNIA,1853

FOUNDER LEVI STRAUSS

HEADQUATERS SAN FRANSISCO,CALIFORNIA,USA

AREA SERVED WORLDWIDE

KEY PEOPLE T.GARY ROGERS(BOARD CHAIRMAN),JOHN

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ANDERSON (CEO)

INDUSTRY APPAREL

PRODUCTS JEANS(MALE & FEMALE WEAR)

OWNERS DESCENDENTS OF LEVI STRAUSS

EMPLOYEES 10,000+

DIVISIONS LEVIS,DOCKERS,SIGNATURE

WEBSITE WWW.LEVIS.COM

VISION STATEMENT: LEVIS STRAUSS: Four core values are at the heart of Levi Strauss& Co.: Empathy, Originality, Integrity and Courage. These four values are linked. As we look atour history, we see a story of how our core values work together and are the source of our success.

EMPATHY WALKING IN OTHER PEOPLES SHOES ORIGINALITY- BEING AUTHENTIC & INNOVATIVE INTEGRITY- DOING THE RIGHT THING

COURAGE STANDING UP FOR WHAT LEVIS BELIEVES IN

People love our clothes and trust our company.

We will market and distribute the most appealing and widely worn apparel brands.

Our products define quality, style and function.

We will clothe the world.

MISSION STATEMENT: LEVI STRAUSS & CO. Ltd.:

To sustain responsible commercial success as a global marketing company of branded apparel. Tmust balance goals of superior profitability and return on investment, leadership market positions superior products and services. They will conduct their business ethically and demonstrate leaderssatisfying their responsibilities to their communities and to the society. Their work environment wsafe and productive and characterized by fair treatment, teamwork, open communications, personaccountability and opportunities for growth and development.

EXTERNAL MARKETING ENVIRONMENT: External marketing environment plays a very

important role in success/failure of a brand. This also depends on how well a brand manager

monitors the changes in the external marketing environment surrounding the brand. To be preciseexternal marketing environment comprises of demographic, social, economic, political and legal,

& competitive factors which directly influence the brands performance.

THE DEMOGRAPHIC ENVIRONMENT: Theres little excuse for being surprised by

demographic developments. The main demographic force that marketers monitor is population,

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because people make up markets. Marketers are keenly interested in the size and growth rate of

population in cities, regions, and country; age distribution and ethnic mix; educational levels;

household patterns; regional characteristics and movements.

The company makes clothes foe men, women, children & teens. So everyone is a potential

customer for LEVIS. LEVIS generally appeals to more mature generations not necessarily

looking to make fashion statement. LEVIS makes an effort to appeal to all customers in one way

or another, which has been a key to their success over the years. Assuming that the world

population is growing LEVIS can infer that the market for jeans is also growing. However this

growth is characterized by slow rate of growth.

THE SOCIAL ENVIRONMENT: Society shapes the beliefs, values, and norms that largely def

consumer tastes and preferences. People absorb, almost unconsciously, a world view that defines

their relationships to themselves, to others, to organizations, to society, to nature.India is a land of

diversities, which is reflected not just in the topography but also in the languages, cultures as well

religious beliefs.

A survey conducted by research international in 2008, indicates significant regional differences in

values, attitudes, and preferences of customers and classified Indian states into five clusters. Table

3.0 describes the classification of customers.The study further indicates that there is a progression

from traditionalism and self-sacrifice to westernization and individualism as one move from the

lower socio-economic classes to the higher socio-economic classes.

THE POLITICAL-LEGAL ENVIRONMENT: The political & legal environment consists of

laws, government agencies, and pressure groups that influence and limit various organizations and

individuals. Sometimes these laws also create new opportunities for business. Two major trends in

the political & legal environment are the increase in business legislation and the growth of the

special interest groups.

THE TECHNOLOGICAL ENVIRONMENT: One of the most dramatic forces shaping a

brands life is technology. Marketers should monitor the following four trends in technology:

Accelerating pace of change

Unlimited opportunities for innovation

Focus on the research & development

Increased regulation of technological change

SITUATION ANALYSIS: Levi Strauss & co. is approaching to the saturation of the jeans market

The fast changes in the consumer tastes, competition in both the lower end and higher end brands, f

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development in the modern distribution and sales technology has brought about a continuing lose o

the market share

A new series of engineered jeans has been developed and launched as a part of a program intending

to meet the needs of their major target market, in order to regain their lost market share and to

maintain their position in the industry. Their expertise in jeans and casual dress industry will be ful

exploited at a world basis.

This year, they intend to strengthen the promotion of this new brand. Certain resources will be

allocated to their existing brands, to maintain market share of 501. Communication with customers

also important for LEVIS. It is very important to maintain good relations with them, and track the

change in their taste and need of their main target market. Information system will also be improve

to enhance their ability to adapt the market change.

POSITION AND PRODUCT LIFE CYCLE: LEVI STRAUSS & CO. LTD

To overcome the decline in the sales in past few years levis had changed its place, pricing and

distributor and retail strategies

For tapping Indian market they had diversified

RECENT DEVELOPMENTS: PRICING (LEVIS STRAUSS & CO Ltd): in order to

succeed its plans in India, LEVIS has been making a number of efforts/developments. Some of

the important changes/developments made by LEVIS in the recent past are as follows:

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- Levis India plans to vacate the middle price segment and plans to concentrate on the lower and

the higher end- which is the value offering-will see a further fall in price and start at

Rs.900instead of Rs. 1,000.

- On the other hand the premium segment will see an increase of about 15% in average pricing

and increase to about Rs.4, 400.

- Reason behind LEVIS vacating the mid price segment attributes to the minimum growth in the

segment & share being taken up by local brands that are more acceptable to the local conditions

(SPYKAR,KOUTONS, etc.)

PLACE: LEVI STRAUSS & CO. Ltd: Successful value creation needs successful value

delivery. Holistic marketers are increasingly taking a value network view of their businesses.

Instead of limiting their focus to their immediate suppliers, distributors, and consumers, they areexamining the whole supply chain that links raw materials, components, and manufactured goods

and shows how they move toward the final consumers. LEVIS looks at customer segments and

considers a wide range of different possible means to sell, distribute, and service their offerings.

5.1. RETAIL OUTLETS: Marketing channels are sets of independent organizations involved in

the process of making a product or service available for use or consumption.

LEVIS STRAUSS, one of the most respected apparel/clothing companies of the world, has

opened around 500 outlets at prime locations in India. (Source: Levis retail outlet,

Bhubaneswar). Aesthetically designed, the LEVIS store offers wardrobe solutions to theINDEPENDENT MAN through popular brands like LEVIS RED, LEVIS RED TAB,

LEVIS SIGNATURE, & DOCKERS. Occupying a space of more than 1 million square feet, the

retail chain network offers over 3,000 shades and designs of LEVIS fabric. The stores also sell

the LEVIS range of accessories including Footwear, Eye Gears, Caps, Belts, Leather Wallets,

Carry Bags. The stores present world-class experience to discerning customers through well-

designed and well-maintained interiors, attractive displays, superb assortments, spacious

movements, and well trained sales persons.

PROMOTION: LEVIS STRAUSS & CO. Ltd: although there has been an enormous increase

in the use of personal communications by marketers in recent years, due to the rapid penetration

of the internet and other factors, the fact remains that mass media, if used correctly, can still

dramatically improve the fortunes of a brand or company. The power of marketing

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communications is equally important in influencing attitudes and behaviour with respect to

socially relevant themes.

ADVERTISING CAMPAIGNS: LEVIS STRAUSS & CO. Ltd: declining sales forcedLevis into a major re-think culminating in a new strategy in which both product and advertising

innovation are now challenging creative boundaries and evolving hand-in-hand. Even LEVISadvertising, much of which over the previous years had been widely regarded as iconic, seemedtired. As consumer tastes shifted away from denim in favour of combat gear and cargo pants.LEVIS had something to do to stem falling sales, and fast. The Company made a brave decision.It decided there was little point in doing things by halves and that structural change was neededto drive through any shift in product or communications strategy.

7.2. THE TWIST CAMPAIGN: LEVIS created a mould breaking campaign led by a 60-second TV commercial in which young people are seen to be twisted to fit the jeans with atwisted seam. The idea seamlessly for the product.The execution was striking. The creativetheme was used throughout the campaign which also included print and poster executions, shop

window and point of display materials, and a web site. The unashamed aim was to createadvertising to become famous.The Twist campaign helped raise sales of LEJ in line with those of rival jeans brand Diesel.

7.3. THE ODYSSEY CAMPAIGN: In this campaign, a young couple escapes from therestrictive confines of a series of rooms within a building, burst through the outside wall andscale a giant tree before leaping into nothingness and freedom. Again, this theme was integratedacross brand communications using a variety of other media.Advertising has firmly consolidated Levi Engineered Jeans market position, resulting inwidespread acclaim and numerous industry awards.While the sales of LEVIS 501 are still in a decline, sales of LEVIS engineered jeans are risingsteadily and the line now accounts for 9-10% of the total sales by volume for the LEVIS brand.

7.4. PUBLIC RELATIONS: LEVIS STRAUSS & CO. Ltd: LEVIS Strauss & CO. Ltd haslong been a corporate responsibility leader in the truest sense of the word; by doing things long

before others do. Today, the company is doing that tradition in new ways, showing how productinnovation on the eco line is central to a sustainable future. Levis Strauss & CO. Ltd is tacklingcomplex challenges, like ensuring that workers rights are respected and combating climatechange, by collaborating with industry peers and through other systemic solutions.

CORPORATE SOCIAL RESPONSIBILITY: LEVIS STRAUSS & CO. Ltd: THE

LEVIS STRAUSS FOUNDATION: The LS&CO. business mantra, adopt, adapt, invent,also is important in our approach to its work in HIV/AIDS. LEVIS works to share importantlearning when it can and adapt the good work of our trusted stakeholders wherever possible toadvance its objectives. Below is a sampling of our efforts to influence social and policy change

by sharing with and learning from United Nations (UN) agencies, business roundtables andthought leaders.

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The role of health insurance in improving access to HIV/AIDS services worldwide. Approaches to accessing employee needs regarding HIV/AIDS services in India.

LS&CO. has sustained a leadership position by addressing HIV/AIDS from a variety of

angleswhat it does as a business for our employees and with consumers, how we engage withpolicy makers and leaders, shaping and promoting best practices, and partnering with communityorganizations and suppliers.

More than 25 years after LEVIS first touched HIV/AIDS, ITS leadership continues and itresolves to win against this disease remains unabated.KOUTONS RETAIL

Koutons are an integrated apparel manufacturing and retail company in India. they are in

the business of designing, manufacturing and retailing apparel under the Koutons and

Charlie Outlaw brands through a network of 999 exclusive brand outlets (as of August

20, 2007) across India.

They started their business with the formation of a partnership firm M/s. Charlie

Creations. They established a manufacturing unit (having a capacity to manufacture

approximately 20,000 pieces of apparel per annum) in Delhi in 1993. In 1994, their

Promoters with the vision of broadening operations incorporated our Company, as a private

limited company i.e. Charlie Creations Private Limited. The Company started its operations

by taking over the business of the erstwhile partnership firm. As of August 20, 2007 we had 18

in-house manufacturing/finishing units and 14 warehouses which are spread across various

locations in and around Gurgaon, Haryana. They have increased their annual finishing and

manufacturing capacity from 3,000,000 and 600,000 pieces of apparel, respectively as of

March 31, 2005 to

22,920,000 and 12,360,000 pieces of apparel, respectively as of March 31, 2007 they have also

entered into fabricating agreements with various manufacturing units to which we outsource

stitching of certain apparel. Their manufacturing and finishing facilities are backed by

adequate facilities for product testing, apparel development, design studio and sampling

infrastructure to ensure high quality apparel for our customers.

Their brand Koutons has contributed to the success of our business. Sales from their brand

Koutons has increased from Rs. 516.32 million for fiscal 2005 to Rs. 3,726.91 million for

fiscal 2007 and has contributed 99.11% and 92.34% of their total income in fiscal 2006 and

2007, respectively. They have positioned the Koutons brand in the middle to high fashion

segment, offering a complete range of a mans wardrobe (in the age group of 22 to 45

years) ranging from formal to casual and party wear. They have reinvented and re-

launched their old premier brand Charlie as Charlie Outlaw. The Charlie Outlaw

brand is a casual brand targeted at fashion conscious youngsters in the age group of 14 to 25

years and is positioned as a fashionable and contemporary, value for money brand.

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They marketed their apparel through a network of distributors spread all over India till fiscal

2002. However, in fiscal 2002 with a view to improve marketing efficiencies, they

introduced the model of retailing on a consignment basis through exclusive franchise stores.

Their first exclusive store was launched in 2002. As of August 20, 2007, the Koutons brand

was sold on a total floor area of approx. 482,966 sq. ft. and their Charlie Outlaw brand was

sold on a total floor area of approx. 360,738 sq. ft.

Competitive Strengths

They believe that they are well positioned to capture the growth opportunities in Indias

apparel manufacturing and retail sectors, because of their following key strengths:

Wide network of Exclusive Brand Outlets.

Integrated player with low-cost sourcing capabilities.

Unique brand positioning.

Design and merchandising expertise, with a pulse on fashion.

Experienced and efficient management.

Wide apparel range.

IT InfrastructureTheir Strategy

Principal elements of their strategy are the following:

Increase geographic penetration by spreading the network of exclusive brand outlets.

Enhancing manufacturing capacities.

Target the growing segmentsStrengthen the competitive position and recognition of their brands.

Further improving their cost structure.

Pursuing potential strategic acquisitions to complement their existing brand portfolio.

Exports of apparel under their Koutons or other brands.

Third party manufacturers

To cater to the growing demand for our brands Koutons and Charlie Outlaw they also

outsource manufacturing of apparel. For this, the Company has executed 211 agreementswith 211 fabricators pursuant to which the fabricators usually work for the Company on a

job work basis.

They typically enter into fabrication agreements pursuant to which the Company supplies

fabric to the fabricator and the fabricator stitches the apparel as instructed and desired by the

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Company. Under the terms of the agreement, the fabric which is in the possession of the

fabricator is the exclusive property of the Company and the fabricator cannot

hypothecate, sell or create any third party interest in the fabric. The agreement also provides

that the fabricator is solely responsible for the safety and security of the fabric and is required

to indemnify the Company for any loss caused, while it is in the possession of the fabricator.

Manufacture ofproduction sample

A product sample is produced in house according to the specifications provided for the range

of products for a particular season. The first production report is prepared on the basis of this

sample. All apparent and intricate corrections are made in the sample so as to make it error

free. Accordingly, a detailed production plan is devised.

Fabric cutting and stitching

They commence with creating a layout for cutting the respective products with the help of

CAD plotter machines. The use of this system ensures that there is optimum usage of the

fabric. The fabric is then laid on a table in multiple layers where the plotted layout is used

for cutting the various parts of fabric with the help of electrical cutting machines. These pieces

are sent to production lines where they are stitched as per an assembly line system with

each machine and worker performing a specific job in the assembly line. This process

ensures that the quality of the apparel meets the required specifications and is also an

efficient system of manufacturing. This, along with a team of dedicated quality controllers

ensures that the final product which comes out of the line meets the specifications.

Post stitching treatmentThe stitched product from our in-house production as well as from that of the outsourced one

is taken to their washing department. The apparel are washed and treated in high capacity

washing machines and the hydro water expellers are used to drain the water out from the

apparel. Thereafter, apparel are tumble dried. In some instances where specific washes and

treatment are required like in case of denim products, we also get the same done on a job

work basis.

Finishing andpackaging

Upon completion of the washing process, the apparel undergo finishing and are thereafter

packaged. Finishing of apparel involves labeling, putting tags, removal of loose and

unwanted threads, proper and customized ironing. They attach utmost importance to the

quality of our final product and hence care is taken to ensure that the apparel that is

dispatched to the warehouse has undergone stringent quality checks. They are also very

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careful in ensuring that the apparel are packaged in a manner that will give the apparel an

attractive look and at the same time protect the apparel from any wear or tear. Their packing

department takes into consideration all the above factors and makes the product ready for

retailing.

Warehousing

Once the apparel are packaged, they are directed to warehouses. They operate a total of 14

warehouses in the vicinity of their in-house manufacturing facilities where they store their

finished goods and raw materials. The shipments for exclusive branch outlets are put

together and dispatched through transport agencies from their warehouses. They maintain

separate warehouses for both our brands.

Sales and distribution

One of the most important functions in our business operations is retailing and logistics. They

have a dedicated Sales and Marketing team which consists of 90 employees. This team

along with the merchandising and production team devises the retailing strategy at thebeginning of every season on the basis of the companys business plan, demands, preferences

and other requirements of stores in various regions and on the basis of a review of the

last years performance.

Distribution and marketing

To ensure that merchandise flows directly to the right outlets in a timely and cost efficient

manner, the retailing plan is supported with a detailed logistics plan. This includes setting up

of outlets in various regions, inventory management, warehouse management and supply

chain management. The plan is then shared with the various departments, namely

merchandising and production which are responsible for their respective activities.

The distribution and marketing team members are spread across the country and work on

region-wise basis. Periodic reporting to the central levels at corporate office and co-ordination

with other divisions is maintained to ensure smooth and uninterrupted distribution flows.

Further, their custom designed computer application permits better control of inventory

thereby lowering inventory holding costs.

Their restated total income and restated profit after taxes for the years ended March 31,2003, 2004, 2005, 2006 and 2007 are summarized below:

(In Rs. Million)

Particulars Year endedMarch 31,

2003

Yearended

March

31,

Yearended

March

31,

Yearended

March

31,

Yearended

March

31,

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Total Income

Profit after tax

223.18

4.32

317.53

8.82

581.46

19.29

1,583.85

131.98

4,036.1

344.87

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RESEARCH METHODOLOGY:

In this review of available information about a brand, the primary objective is to generate

hypothesis concerning the key assets of the brand that are likely to mediate its equity. Thesehypotheses will help guide and frame the measures of brand equity that should be used in anyresearch that is conducted. Also, depending upon the brands marketing strategy; a researcher mayalso want to consider the information under review in light of other potentially related issues, forexample: possible line or brand extension.Up to this point the discussion has centered on those things it is necessary to understand beforeactually measuring brand equity. Now it is time to choose appropriate measures of brand equity.First, a number of techniques should be used to gain an understanding of its nature.

Research design

This study was conducted as a factorial experiment to know about the consumers perceptions in

which design factors of different branded clothes , quality, brand image, celebrity endorsement,pricing, store atmosphere, and method of information display, were manipulated. The independentvariables are both the quality and pricing. The dependent variables were three store images (safety,convenience, and entertainment) and consumers expectation of merchandise quality. These twodependent variables were measured on a five-point Likert-type scale (5strongly agree; 1strongly disagree) asking the respondent to indicate their level of agreement to the statement for a

particular web site created for this study. Safety measures include consumers perceived functionaland financial risks, and privacy issues. Convenience measures include consumers perceptions thatthe store makes shopping easy and saves time and effort. Entertainment measures reflect anenjoyable shopping experience in a store. The merchandise quality variable involved quality offabric, design and construction of the clothing item.

RESEARCH OBJECTIVES:

The research concentrates on consumer perception in two different brands in five major areaswhich are discussed as follows:

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Chapter-3

RESEARCH METHODOLOGY AND

OBJECTIVES


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Accessing the strength of the brand equity: The most common measures of brand equityinvolve measuring its strength. A researcher needs to know about awareness and preference, whois buying the brand, and the effects of price. These are the practical measures that describe a

brand and its users, and where it stands in the market relative to its competitors. But, this does not

tell a researcherwhy, or what can be done to positive effect brand equity.

(i) CORE LOYALTY: Traditionally, researchers look at purchase behavior and inferloyalty. Brand loyalty is a function of peoples attitude toward both brands and thecategory, and measures must take this into account.While it is important to identify and understand these loyal users, in reality there will

be more switchers, those users who buy the brand but also buy competitors brands aswell. Strategically these brand switchers are more important because that is where the

brands growth is most likely to come from.

(ii) Profiling brand users: Determining the profile of brand users is perhaps the most

common use of the quantitative research. Profile measures are useful to researchersbecause they provide an idea of which it is that uses their brand. The most commonmeasures for profiling brand users reflect general level characteristics of a market:demographics (age, income etc), lifestyle and psychographics (outgoing, conservative).Like all the assessments of brand equity, profile measures reflect the results of brandequity. Some brands are seen as young, some as old, cutting edge etc.

(iii) Brand image ownership: Benefits are either attributes, subjective considerations, oremotions, that are associated with a brand. In positioning a brand, benefits are selectedthat are important to the brands target market and that they feel the brand can deliver.The type of benefit selected will suggest the orientation of the benefit claim, whichmay looked at in terms of rational, emotional, relational, or value consideration.

(iv) Brand attitude: Brand equity is a result of brand attitude, and this is what provides thekey to its understanding. It is this understanding that ensures an effective positioning,and the ability to adjust that positioning, and the ability to adjust that positioning overtime as needed to continue building and sustaining positive brand equity.What we are looking to include in measuring brand attitude are those benefitsassociated with the category and the benefit claims for the brand in it that define the

positioning of the brand.

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Chapter-4DATA ANALYSIS &INTERPRETAT


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Data Analysis and Interpretation:

Based on Sex

Frequency Percent

ValidPercent

CumulativePercent

Male 66 66.0 66.0 66.0

Female 34 34.0 34.0 100.0

Total 100 100.0 100.0

Data was collected at Punjagutta, Thirumal giri (near paradise), city centre mall & GVK mall.

Sample size- 100

Data interpretation: We went for convenience sampling & From the above table we can seethat the sample was dominated by male consumers as out of 100. 66% were male and only

34% were female consumer.

Based on Status

Frequenc

y Percent Valid Percent Cumulative Percent

Valid Single 55 55.0 55.0 55.0

Married

45 45.0 45.0 100.0

Total 100 100.0 100.0

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Data was collected at Punjagutta, Thirumal giri (near paradise),city centre mall & GVKmall.

Sample size- 100

Data interpretation: We went for convenience sampling & From the above table wecan see that the sample was dominated by unmarried youth consumers as out of 100.69% were single and only 31% were married consumer.

Based On Age

Frequency Percent

ValidPercent Cumulative Percent

Valid 18-24 35 35.0 35.0 35

24-30 26 26.0 26.0 61

30-36 20 20.0 20.0 8136-42 9 9.0 9.0 90

42-48 6 6.0 6.0 96

>48 4 4.0 4.0 100

Total 100 100.0 100.0

Data was collected at Punjagutta, Thirumal giri (near paradise),city centre mall & GVK mall.

Sample size- 100

Data interpretation: We went for convenience sampling & From the above table we can see thatthe sample was dominated (35%) by the youth consumers aged between 18-24 followed byconsumer aged between 24-30 (26%), 30-36(20%),36-42(9%),42-48(6%),48 & above(4%)

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Based On Occupation

Frequency PercentValid

PercentCumulative

Percent

Student 40 40.0 40.0 40.0

Professional 22 22.0 22.0 62.0

Govt.Employee

15 15.0 15.0 77.0

Businessman 17 17.0 17.0 94.0

Home maker 6 6.0 6.0 100.0

Total 100 100.0 100.0


Sample size- 100

Data interpretation: We went for convenience sampling & From the above table we can see that

most of the consumer for the branded clothes were youth in which mostly were students (40%)

followed by professtionals (22%),govt. Employees(15%),businessmen(17%) & home maker (6%).

Question-1

Frequenc

y PercentValid

PercentCumulative

Percent

Valid Yes 87 87.0 87.0 87.0

No 13 13.0 13.0 100.0

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Total 100 100.0 100.0


Sample size- 100

Data interpretation: We went for convenience sampling & from the above table we can see that

most of the consumer were brand conscious and were preferring of buying branded clothes i.e

87%.

Question - 2

Frequency Percent

ValidPercent

CumulativePercent

Valid Reguraly 17 17.0 17.0 17.0

Special

occasion

35 35.0 35.0 52.0

Sometimes

39 39.0 39.0 91.0

Never 9 9.0 9.0 100.0

Total 100 100.0 100.0


Sample size- 100

Data interpretation: We went for convenience sampling & from the above table we can see that

though most of them prefer buying branded clothes nut they are not regular buyers of it as only

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17%. Whereas sample suggests that people wear branded clothes on special occations(35%) and

sometimes(39%). Boosting fact was that only 9% people dont prefer wearing branded clothes.

Question - 3

Frequency Percent

ValidPercent

CumulativePercent

Valid Levis 42 42.0 42.0 42.0

Koutons 34 34.0 34.0 76.0

Others 24 24.0 24.0 100.0

Total 100 100.0 100.0


Sample size- 100


levis(42%) with its high cost and low cost range and brand image is more appreciated and

accepted as a brand compare to koutons (34%) and other brands(24%).

Question-4

Frequenc

y PercentValid

PercentCumulative

Percent

Valid Formal 38 38.0 38.0 38.0

Casuals 39 39.0 39.0 77.0

Nightcloths

8 8.0 8.0 85.0

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Sportswear

15 15.0 15.0 100.0

Total 100 100.0 100.0


Sample size- 100


people prefer to buy mostly branded formals(38%) and branded casuals (39%) whereas they are

not so keen in spending more in night dresses hence dont prefer buying branded stuff frequently.

Though they prefer for going for some of the branded sportswear.

Question - 5

Frequency Percent

ValidPercent

CumulativePercent

Valid Yes 79 79.0 79.0 79.0

No 21 21.0 21.0 100.0

Total 100 100.0 100.0


Sample size- 100

Data interpretation: We went for convenience sampling & from the above table we can see thatmost of them (79%) feel confident while wearing branded clothes whereas 21% doesnt feel so.

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Question-6

Frequenc

y PercentValid

PercentCumulative

Percent

Valid Yes 72 72.0 72.0 72.0

No 28 28.0 28.0 100.0

Total 100 100.0 100.0


Sample size- 100

Data interpretation: We went for convenience sampling & From the above table we can see that as

they feel it to be a status symbol most of them (72%) feel that they are more appreciated by their

peers when they are wearing branded clothes. Whereas 28% dont.

Question-7

Frequency

Percent

ValidPerce

ntCumulative Percent

Vali

d

Strongl

yDisagree

10 10.0 10.0 10.0

Disagree

35 35.0 35.0 45.0

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Neutral 21 21.0 21.0 66.0

Agree 20 20.0 20.0 86.0

Strongly Agree

14 14.0 14.0 100.0

Total 100 100.0 100.0

Data was collected at Punjagutta, Thirumal giri (near paradise), city centre mall & GVK mall.Sample size- 100Data interpretation: We went for convenience sampling & From the above table we can see that

people have a very mixed opinion on effect of store ambience on their buying decision and

perception towards a brand as 35% disagree, 10% strongly disagree with this fact, whereas 21%

have a neutral opinion that they were not very sure, 20% agree and 14% strongly agree with this

fact that store ambience affect their perception towards a brand.

Question - 8

Frequency

Percent

ValidPerce

nt

Cumulative

Percent

Vali

d

Brand

image

31 31.0 31.0 31.0

Quality 12 12.0 12.0 43.0

Pricing 11 11.0 11.0 54.0

Availability

7 7.0 7.0 61.0

Variety 14 14.0 14.0 75.0

Sizes 25 25.0 25.0 100.0

Total 100 100.0 100.0

Data was collected at Punjagutta, Thirumal giri (near paradise), city centre mall & GVK mall.Sample size- 100

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they go for brand image and first then for variety, quality, pricing, and availability.

QUESTION-9

Column1 Levis Koutons

Brand image 2 1

Quality 2 1

Pricing 1 2

Avalibility 2 1

Variety 2 1

Sizes 1 2

Data interpretation- from the above chart we can see that consumer perception towards both the

brands are varied, they prefer koutons above levis in terms of pricing and sizes where as levis had

an edge over koutons in terms of brand image, quality, availability, and variety.

QUESTION- 10

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Retail outletLevisStore

KoutonsStore

Product Assortment 2 1

Pricing 1 2Store design &

ambience 2 1

Data interpretation- From the above data and chart it is clear that consumer had a vivid perception

for the two brand stores and they rate levis above koutons in terms of store ambience and product

assortment where as in terms of pricing koutons had an upper edge

LIMITATIONS

Every work has its own limitation. Limitations are extent to which the process should not

Exceed. Limitations of this project are:-

The project was constrained by time limit of two months.

Mind set of people vary depending upon their age, gender, income etc.

People mind set about the survey was an obstacle in acquiring complete information &

positive interaction.

Respondents were very busy in their schedule. So it was very time consuming for them toanswer all the questions properly.

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FINDINGS AND SUGGESSTIONS


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FINDINGS

There is a paradigm shift in Indian consumer perception from unbranded clothing to

branded fashionable clothing

With globalization and increase in income level consumers had become more brand

conscious

Medium and low budgeted Indian brand are capturing the market of international brands

Youth consumers are more brand conscious mostly students and young professionalsMore than 85 % people prefer buying branded clothes which is a sign of consumerchanging perception towards branded clothes from unbranded clothing.Though most of them prefer buying branded clothes nut they are not regular buyers of it asonly 17%. Whereas sample suggests that people wear branded clothes on special occations(35%) and sometimes (39%).Levis (42%) with brand image is more appreciated and accepted as a brand compare to

koutons (34%) and other brands (24%)

People prefer to buy mostly branded formals and branded casuals whereas they are not so

keen in spending more in night dresses hence dont prefer buying branded stuff frequently.

Though they prefer for going for some of the branded sportswear.

Most of them feel confident while wearing branded clothes

Most of them feel it to be a status symbol and feel that they are more appreciated by their

peers when they are wearing branded clothes.

People have a very mixed opinion on effect of store ambience on their buying decision and

perception towards a brandPeoples prefer buying a brand based on its brand image first then for variety, quality,

pricing, and availability.

Consumer perception towards both the brands are varied, they prefer koutons above levis

in terms of pricing and sizes where as levis had an edge over koutons in terms of brand

image, quality, availability, and variety.

Consumer had a vivid perception for the two brand stores and they rate levis above

koutons in terms of store ambience and product assortment where as in terms of pricing

koutons had an upper edge

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Suggestions

Though urban market for the branded clothes is very much good and growing companies

need to focus their business to other untapped market of small towns and create brand

consciousness. a

Both brands like levis and koutons need to diversify their product range. Levis like

premium brands need to came up with some low cost brand to capture market of local low

cost brand ranging price between 400 to 800. Whereas koutons like medium low cost need

to tap high class public and international market with a really good international quality

premier product

They need to came up with more innovative and eye catching offers and advertising

concept to capture the clothing market in changing fashion scenario of Indian fashion

industry.

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CONCLUSION


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CONCLUSION

In defining the target segments, what we have done is to cover the medium to high potentialconsumers that international and national brands can target in the Indian context. We have parallelmapped these segment values with those of some brands that have seen success in the Indianmarket. We also took a step forward and scanned the international market for brands that could

possibly find footing in India. In doing so,we able to validate our value findings with potentialfashion brands. The trends that we have aligned with the segments are the strongest that stood outin the Indian fashion multiplicity. And as stated before, they echo the cultural and socio economic

aspects of a new India, are influenced by global developments in fashion and of course, reflect arevival of age-old intricate techniques. These trends mainly concern the urban and semi-urbancrowd. Macro trends like haute meltdown, direct fallout of the economic gloom, are more transientin nature.

However, others like Macro trends 2 and 3 have almost become lifestyles or integral parts oflifestyles. They will see a much longer lifecycle before dying out or morphing into somethingdifferent. Trend 4 on the other hand, is almost permanent as a concept. However, it will keepseeing numerous interpretations, some short-lived almost bordering on fads, others which stay on alittle longer and still others which probably achieve cult status and are around for a very long time.In all this, our approach has been as non-linear as possible. And our research in other areas like

retail and shopper behaviour, help in gaining further insight into the consumers mind.Fashion in India is at the threshold of a new era. People are becoming mere brand conscious withthe increase in income level. Brands and individuals would do well to understand the finer aspectsof the scenario, and venture out to capitalize on the opportunities.

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BIBLIOGRAPHY:

http://www.levistrauss.com/

http://us.levi.com/home/index.jsp

http://us.levi.com/shop/index.jsp?categoryId=3146842

www.levis trauss.com/

www.koutonsparivar.com

www.koutons parivar.com/means_wear.php

www.sebi.gov.in/dp/ koutons draft.pdf

www.in.kpmg .com

www.google.co.in

Business India and busines

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BIBLIOGRAPHY
http://www.levistrauss.com/http://us.levi.com/home/index.jsphttp://us.levi.com/shop/index.jsp?categoryId=3146842http://www.levistrauss.com/http://www.levistrauss.com/http://www.koutonsparivar.com/http://www.koutonsparivar.com/http://www.koutonsparivar.com/http://www.koutonsparivar.com/means_wear.phphttp://www.koutonsparivar.com/means_wear.phphttp://www.sebi.gov.in/dp/koutonsdraft.pdfhttp://www.in.kpmg.com/http://www.in.kpmg.com/http://www.google.co.in/http://us.levi.com/home/index.jsphttp://us.levi.com/shop/index.jsp?categoryId=3146842http://www.levistrauss.com/http://www.koutonsparivar.com/http://www.koutonsparivar.com/means_wear.phphttp://www.sebi.gov.in/dp/koutonsdraft.pdfhttp://www.in.kpmg.com/http://www.google.co.in/http://www.levistrauss.com/


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A Study on consumers perception about branded clothing in India:

Name: __________________________________Sex: -Male/ Female Status: -Single/Married

Age (in Years): 18-24 24-30 30-36 36-42 42-48 above

48

Occupation: Student Professional Govt. Employee BusinessmanHome

Maker

1. Do you prefer buying branded clothes? Yes no

2. How often you prefer shopping for branded clothes?Regularly Special occasions Some times Never

3. Which brand you prefer to buy?

Levis Koutons

Others

.

4. Which type of clothes you prefer to buy from a branded outlet?

Formals Casuals Night clothes Sports wear5. Do you feel more confident after wearing branded clothes? Yes No

6. Does your peers appreciate brand you wear? Yes No

7. Does store ambience and merchandising affect your perception towards brand?

Strongly Agree Agree Neutral Disagree Strongly disagree

5 4 3 2 1

8. Rate your preferences while choosing a particular brand of clothing?

Please give your ratings on the scale of 1 to 6 (6 to the most preferred)

Brand image Quality Pricing Availability Variety Sizes

9. Rate levis brand compared to Koutons based on given parameter

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Questionnaire


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Please give your ratings on the scale of 1 and 2 (2 for most preferred)

Levis Koutons

Brand image

Quality

Pricing

Availability

Variety

Sizes

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10. Rank your preference of retail store based on the following parameters:

Please give your ratings on the scale of 1 and 2 (2 for most preferred)

Retail Outlet Levis Store Koutons Store

Productassortment widest selection of nationalbrand merchandise

Overall quality

Best value for your money

Prices the lowest prices overall

Offers and schemes

Store design &

ambience

Modern looking equipment

and fixtures

most convenient store layout

for shopping

Merchandise displays are

attractive

Store atmosphere and decor

are appealing

Store location Convenient parking area

Easily accessible

Th k !!!

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