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Topic consumer behavior towards
jeans in jallandhar
LIMITATIONS OF THE STUDY:-
a) In this study it is not possible to collect the opinion of all the customers
owing to personal constraints. So the assumptions are drawn on the basis
of the information given by the respondents.
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b) The study needs to be completed within a specified time of one weak and
in certain restricted areas. So the findings cannot be generalized as a
whole
Objective for study-
-To know the Consumer preference for jeans
-To study existing customer satisfaction of Levis brand
QUESTIONNAIRE
PART A
Dear Students,
My name is Viprandra Tarun and I am pursuing MBA from Lovely
Professional University. I am doing a research on consumer
behavior towards jeans of Levis and for the accomplishment of thisresearch questionnaire is used, so please be unbiased while filling
this questionnaire. This information will be kept confidential.
1) Gender
Male Female
2) Your age group
Below 20
20-30
30-40
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40-50
50+
3) Occupation
Student
Professional
Business owner
Other (please specify)
4) Monthly salary
Below 20k
20k-30k
30k-40k
40k-50k
50k+
5) Qualification
10th
12th
Graduation
Post Graduation
PART B
6) choose your favorites brand.
Levis
Pepe
Lee cooper
Sparker
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Flu
Other (please specify)
7) Give rating to the company according to your perception?
Instruction -1 is low and 5 is high
Company/factor Style fitting material current
trend
price quality
Levis
Pepe
Lee cooper
Sparker
Flu
Other(please
specify)
8) Which factor do influence when you purches jeans?
Factor/rank 1(low) 2 3 4 5(high)
Style ______ ______ _______ _______ ________
Fitting ______ ______ _______ _______ ________
Material ______ ______ _______ _______ ________
(e.g organic)
Brand ______ ______ _______ _______ ________
Current ______ ______ _______ _______ ________
Trend
Price ______ ______ _______ _______ ________
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9) how much do you spend on jeans (per month)?
Below 1000
1000-1500
1500-2000
2000-2500
2500-3000
3000+
10) How often would you wear jeans?
Frequently (everyday)
Very often (5 days a week)
Regularly (3days a week)
Few (once a week)
never
11) Pricerange of jeans you have paid for
Below 1000
1k-2k
2k-3k
3k-4k
4k+
12) Do you the brand image/advertising affects your choice of
purchasing?
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Strongly agree
Slightly agree
Dont know
Slightly disagree
Strongly disagree
13) Where are your sources from?
Website
Blog
Newspaper
Magazine
T.V
Celebrity
Word of mouth
Magazine (please specify)
PART C
14) Are you satisfied by Levis service?
Yes No
15) Give the rating to Levis in according your perception.
(low)1_______2________3________4________5(high)
16) What type of Levis jeans do you prefer?
Raw jeans
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FACTOR ANALYSIS
Factor Analysis-Factor analysis has been applied on the responses provided by respondents.
Factor analysis is a good way of identifying latent or underlying factors from an array of
seemingly important variables (Nargundkar, 2008). An exploratory factor analysis was performed
to investigate/ find out the variables/factors that affect the performance of the employees in
Leader valves Ltd.
KMO and Bartletts Test-Measures of sample adequacy such as Bartletts test of spnerecityand KMO value showed that data was fit for factor analysis. Generally, KMO value greater than
0.5 is desirable. As Table 4.1 show that KMO value is 0 .429, it makes the data not fit for factor
analysis and Bartletts test also not satisfied the condition of significance of chi square value.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .429
Bartlett's Test of Sphericity Approx. Chi-Square 365.327
Df 136
Sig. .000
Principal Component Analysis- It was used for extracting factors and seven (7) factors were
retained depending on Eigen values and
variance explained by each factor. The standard practice normally used is that all the factors with
an Eigen value of 1 or more should be extracted. clearly shows that there are 7 factors having
Eigen value more than 1. Total variance explained by extracted seven factors was 68.324%.
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Total Variance Explained
Component
Initial Eigen values Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.441 14.357 14.357 2.441 14.357 14.357
2 1.902 11.191 25.548 1.902 11.191 25.548
3 1.795 10.559 36.106 1.795 10.559 36.106
4 1.694 9.964 46.071 1.694 9.964 46.071
5 1.530 9.000 55.071 1.530 9.000 55.071
6 1.202 7.072 62.142 1.202 7.072 62.142
7 1.051 6.182 68.324 1.051 6.182 68.324
8 .875 5.145 73.470
9 .833 4.899 78.369
10 .666 3.915 82.284
11 .649 3.817 86.101
12 .601 3.536 89.637
13 .517 3.040 92.678
14 .428 2.517 95.195
15 .392 2.305 97.500
16 .258 1.520 99.020
17 .167 .980 100.000
Extraction Method: Principal Component Analysis.
Rotated Component Matrix-The results were obtained through orthogonal rotations with
variance and all factors loadings greater than 0.40 were retained. Clearly depicts that factor 1 is
a linear combination of variable/factor number-6, &9; factor 2 is combination of variable
number-14, 15, 12, 13 & 8 is combination of variables and so on.
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Component Matrix
S.N
o
Statements Component
1 2 3 4 5 6 7
6
7a
Customer perception for the customers favorite brand .257 -.168 .225 -.062 .410 .116 -.65
Customer behavior for style.
-.066 .140 .604 .303 -.180 .327 .08
7b Fitting-.002 .558 .584 -.280 -.175 -.111 -.03
7c
Material -.105 -.031 .666 .473 .083 -.024 .03
7d
Trends-.484 .382 -0.061 -.368 .080 .120 .26
7ePrice -.478 .369 -.276 .342 -.020 -.122 .18
7f Quality
-.502 .171 -.395 .395 .191 -.031 -.21
8 How much money can customer can spent on jeans purchase?
.084 .137 -.053 .363 .612 .347 .35
9 Customer like to jeans wear.486 .210 .030 .074 -.504 -.105 -.04
10 How important is brand image to purchase?
.557 -0.144 .121 .034 .089 -.226 .45
11
Which source is help to customer to purchase jeans? -.507 -.673 -.037 -.196 -.090 .093 -.04
12 Customer satisfaction for Levis jeans-.490 -0.033 .371 -.409 .103 .050 .07
13
Customer perception for Levis product .283 -.017 -.049 -.422 .144 .721 .12
14
Type of Levis jeans customer preferences.352 .200 -0.158 -.515 .376 -.387 .09
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Component Matrix
S.N
o
Statements Component
1 2 3 4 5 6 7
6
7a
Customer perception for the customers favorite brand .257 -.168 .225 -.062 .410 .116 -.65
Customer behavior for style.
-.066 .140 .604 .303 -.180 .327 .08
7b Fitting-.002 .558 .584 -.280 -.175 -.111 -.03
7c
Material -.105 -.031 .666 .473 .083 -.024 .03
7d
Trends -.484 .382 -0.061 -.368 .080 .120 .26
7ePrice -.478 .369 -.276 .342 -.020 -.122 .18
7f Quality
-.502 .171 -.395 .395 .191 -.031 -.21
8 How much money can customer can spent on jeans purchase?.084 .137 -.053 .363 .612 .347 .35
9 Customer like to jeans wear.486 .210 .030 .074 -.504 -.105 -.04
10 How important is brand image to purchase?
.557 -0.144 .121 .034 .089 -.226 .45
11
Which source is help to customer to purchase jeans? -.507 -.673 -.037 -.196 -.090 .093 - .04
12 Customer satisfaction for Levis jeans
-.490 -0.033 .371 -.409 .103 .050 .07
13
Customer perception for Levis product .283 -.017 -.049 -.422 .144 .721 .12
14
Type of Levis jeans customer preferences.352 .200 -0.158 -.515 .376 -.387 .09
15 Customer can shift another brand lack of Levis product.
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INTERPRETATION:
Hence by using factor analysis, various factors that affect the customer behavior are
there, as the objective of the study specified. From 17 statements 7 factors are there and
naming of these factors is done as per the statements/ variable it included. It is clear from
factor loading that the customer will not go to other brand in certain condition. The
customer are not price conscious and give the much money for like jeans trends is the
most important factor that affects the performance of the market. The customer give the
important to brand image and the customer like the Levis brand but some change the
customer want like quality the customer is not satisfied by the quality of the Levis jeans,
so in last price no matter customer want good quality brand name fitting and some other
factor in jeans market in jalandhar. The price, company can increase but the company
should use the good marketing strategy to promote the jeans product in jalandhar. Like
advertisement and celebrity endorsement.
Submitted to : Submitted By:
Dr. Anand thakur Viprandra Tarun
Reg. No. - 10904736
Roll No- 1904 A13