Levis Jeans - Satisfaction Levels

Customer Satisfaction
Of Levis Jeans
1
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
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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.
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Of Levis Jeans
INTRODUCTION
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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
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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?
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RESEARCH OBJECTIVE
 To study the satisfaction level of Levis jeans users.
 To suggest alternatives for enhancing customer satisfaction.
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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.
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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
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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.
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DATA CODING SHEET
Q. Description DATA ANALYSIS

Var. PLAN
Var. Value Labels
No Scale no.
1 To know the frequency of Nominal 1 1)1-Once in 3 months
purchase of jeans by the 2)Occasionally
respondents 3)Once in 6 months
4)Once a year
2 To know when does the Nominal 2 1)During promotions
respondent goes to buy jeans 2)Seasonal offers
3)Not fixed
3 How many pairs of Levis Nominal 3 a)1 b)2
Jeans does respondent have? c)3 d)more than 3
4 To know which brand the Ordinal 4 1)Levis 2)Pepe
respondent prefers the most 3)New Port 4)Wrangler
5)Lee
5 Is satisfaction affected by Nominal 5 1) Yes 2) Cant say
advertising and promotions 3) No
6 Attributes Interval 6, 7, 8, 1-Extremely dissatisfied
9,10,11, 2-Some what dissatisfied
12, 13, 3-Neither satisfied nor
14 dissatisfied
4-some what satisfied
5-extremely satisfied.
7 Ranking of features Ordinal 15 1-Durability of cloth
2-Durability of stitching
3-Trendy
4-Range of fitting styles
5-Range of sizes
6-Range of shades
7-After sales service
8-Advertsing
9-Promotion
8. Perception about Levis jeans Nominal 16 Open ended
9 Usage friendliness Nominal 17 1-Yes 2-No
10 Income group Interval 1-Below 200, 000
2-200, 000-400, 000
3-400, 000-600, 000
4-Above 600, 000
11 Gender Nominal 1-Male 2-Female
12 Age group Ordinal 1-16-25
2-26-35
3-36-45
4-Above 45
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Satisfaction to know Nominal -------- -------- factor to reduce

of durability current level of analysis unimportant factors
of cloth satisfaction of and show the most
respective important ones
variable through higher
factor loadings(>+/-
5)

of price for current level of analysis unimportant factors
quality satisfaction of and show the most
5)
to know Nominal -------- -------- factor to reduce

Satisfaction current level of analysis unimportant factors
of colour satisfaction of
range
and show the most
5)

of fitting style current level of analysis unimportant factors
satisfaction of and show the most
5)

of range of current level of analysis unimportant factors
sizes satisfaction of and show the most
5)

of durability current level of analysis unimportant factors
of stitch satisfaction of and show the most
5)
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of washing current level of analysis unimportant factors
convenience satisfaction of and show the most
5)

of range of current level of analysis unimportant factors
shades satisfaction of and show the most
5)

of after sales current level of analysis unimportant factors
service satisfaction of and show the most
5)
Rank of to know Ordinal -------- -------- Friedman ranking of

durability of preference of test variables(Attributes)
cloth respective
attribute

durability of preference of test variables(Attributes)
stitch respective
attribute

trendy looks preference of test variables(Attributes)
respective
attribute

fitting styles preference of test variables(Attributes)
respective
attribute

range of preference of test variables(Attributes)
sizes respective
attribute
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range of preference of test variables(Attributes)
shades respective
attribute
Rank of after to know Ordinal -------- -------- Friedman

sales service preference of test
respective ranking of
attribute variables(Attributes)

advertising preference of test variables(Attributes)
respective
attribute
Rank of to know Ordinal -------- -------- Friedman Ranking of

sales preference of test variables(Attributes)
promotions respective
attribute
Respondents to know openly Nominal frequency -------- -------- comparing one

perception how pie chart variable graphically
about Levis respondents
perceive about
Levis jeans
Income to know what Nominal -------- -------- --------

group of income level
respondents purchase Levis
jeans
Gender of does gender Nominal -------- -------- --------

respondent affect level of
satisfaction
Age of what age Nominal -------- crossta -------- comparing two

respondent bracket does bs variables
levis appeal simultaneously
more to
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ANALYSIS AND REOMMENDATION
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FINDINGS AND DATA ANALYSIS
Following were the findings from the data collected

 From the demographic cross tab analysis of how many pairs
of jeans does age group of respondents own, it is evident
that the respondent of the age groups 16 – 25 and 26 – 35
tend to own more than one or two pairs of jeans (76%). The
other age groups above 26 – 35 rarely own more than one or
two pairs of jeans. Therefore, from this we get to know that
the people who regularly buy jeans belong to young
generation’s group ranging between 16 – 35. (Refer cross
tab No. 1 in Appendix.)
 Majority of respondents who own one or two pairs of jeans

tend to buy jeans twice a year (31%). Many of the
respondents also buy jeans very occasionally (23%). (Refer
Cross tab No. 2 in Appendix).
 Most of the customers do not buy during promotions.

Generally, the respondents who buy occasionally or twice a
year do not buy during promotions but go for seasonal offers
(23%). Moreover, when they buy is not fixed (34%).
(Refer Cross tab No. 3 in Appendix).
 Friedman test of ranking different brands of jeans revealed

the respondents followed by Lee (3.15) gave that wrangler
(3.26) the highest rank. Levis, the brand in question was
ranked third (2.96). (Refer Friedman test no.1)
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 Another Friedman test of ranking different attributes of Levis

jeans including advertising and sales promotions and after
sales service was also carried out. The highest ranked
attribute was given to durability of cloth followed by durability
of stitch and range of fitting styles.
(Refer Friedman test no.2)
 Majority of them said that they couldn’t say whether

advertising and sales promotions affected their post
purchase satisfaction(41%), followed closely by those to
whom advertising and promotions affected(39%).(Refer
frequency table number 2 and bar chart)
 From the frequency analysis of open-ended question, most

recurring 4 responses were put on pie chart, which included
excellent fitting, in style, trendy and rugged. The top
response was excellent fitting (33%) followed by trendy
(26%), rugged (22%) and in style (19%) respectively. (Refer
to frequency table no 1 & pie chart).
 Even though we had very less number of variables required

for factor analysis, we did carry out factor analysis so as to
know on what attributes do they give maximum satisfaction
factor loadings. From this, we could understand that the
respondents were highly satisfied with three factors of Levis
jeans. These are comfort wearing (fitting style and sizes),
durability of Levis jeans (durability of cloth and stitch) and
trendy and in style (range of shades).
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RECOMMENDATIONS
From 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.
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 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.
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ANNEXURE
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APPENDIX
Cross tabs
Cross tab No.1

Age of respondent * How many pairs you own of Levis? Crosstabulation
Count
How many pairs you own of Levis?
More than
One Two Three three Total
Age of 16 - 25 25 25 3 6 59
respondent 26 - 35 13 13 3 4 33
36 - 45 2 3 1 1 7
above 45 1 1
Total 40 41 8 11 100
Cross tab No.2

How many pairs you own of Levis? * Frequency of purchase Crosstabulation
Count
Frequency of purchase
Every 3 Every 6
months Occasionally months Once a year Total
How many One 8 8 14 10 40
pairs you own Two 8 15 17 1 41
of Levis? Three 3 2 3 8
More than three 7 3 1 11
Total 26 28 34 12 100
Cross tab No.3

When you buy Levis Jeans? * Frequency of purchase Crosstabulation
Count
Frequency of purchase
Every 3 Every 6
months Occasionally months Once a year Total
When you During Promotions 4 3 2 1 10
buy Levis Seasonal Offers 5 11 12 4 32
Jeans? Not Fixed 17 14 20 7 58
Total 26 28 34 12 100
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Friedman Tests of Ranks
Friedman Test No.1
Ranks
Test Statisticsa
Mean Rank
Rank of Wrangler 3.26 N 100
Rank of Lee 3.15 Chi-Square 7.128
Rank of Levis 2.96 df 4
Rank of Newport 2.91 Asymp. Sig. .129
Rank of Pepe 2.72 a. Friedman Test
Friedman Test No.2

Ranks
Mean Rank
Rank of durabiity of cloth 6.26
Rank of durability of stitch 5.44
Rank of fitting styles 5.29
Test Statisticsa
Rank of salespromotions 5.20
Rank of trendy looks 5.11 N 100
Rank of advertising 4.70 Chi-Square 45.037
Rank of range of shades 4.44 df 8
Rank of range of sizes 4.38 Asymp. Sig. .000
Rank of aftersales service 4.18 a. Friedman Test
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Frequencies
Frequency No.1 of respondents perception about Levis

Respondents perception about Levis
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent Fitting 33 33.0 33.0 33.0
Trendy 26 26.0 26.0 59.0
In Style 19 19.0 19.0 78.0
Rugged 22 22.0 22.0 100.0
Total 100 100.0 100.0
Respondentsperceptionabout Levis
Rugged
22.0%
Excellent Fitting
33.0%
InStyle
19.0%
Trendy
26.0%
Frequency No.2 of post purchase satisfaction of respondents whether

affected by advertising and promotions
Postpurchasesatisfaction
Cumulative
Frequency Percent ValidPercent Percent
Valid Yes 39 39.0 39.0 39.0
Cant say 41 41.0 41.0 80.0
Not at all 20 20.0 20.0 100.0
Total 100 100.0 100.0
comparison between two variables

Post pu
rch
asesatisfaction
50
40 41
39
30
Frequency
20
20
10
0
Yes C
ant say N
ot at all
Post purchasesatisfaction
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Factor Analysis Of Satisfaction of Various Attributes

KMOandBartlett'sTest
Kaiser-Meyer-OlkinMeasureof Sampling
Adequacy. .677
Bartlett'sTest of Approx. Chi-Square 138.081

Sphericity df 36
Sig. .000
C
omm
una
litie
s
In
itia
l E
xtra
ctio
n
S a
tis fac tio
nofd u rab ility
.2
66 .3
09
ofc lo th
S a
tis fac tio
nofp ricefo r
.1
28 .1
31
qua lity
S a
tis fac tio
nofc o lour
.2
63 .2
93
rang e
S a
tis fac tio
noffittings tyle .3
31 .4
71
S a
tis fac tio
nofra n geo f
.3
08 .4
43
siz
e s
S a
tis fac tio
nofd u rab ility
.3
52 .6
60
ofs titch
S a
tis fac tio
nofw a s
h in g
.1
09 .1
04
con v e nie n
ce
S a
tis fac tio
nofra n geo f
.3
03 .7
63
sha d e s
S a
tis fac tio
nofa fters a le s
.1
33 .1
59
serv ic e
E
xtra
ctio
nMe
tho
d:P
rin
cip
alA
xisFa
cto
rin
g.
S
cre
ePlo
t
3
.0
2
.5
2
.0
Eigenv alue
1
.5
1
.0
.5
0
.0
1 2 3 4 5 6 7 8 9
F
acto
rNu
m b
er
RotatedFactorMatrix a
Factor
1 2 3
S atisfactionof fittingstyle .655
S atisfactionof rangeof
.652
sizes
S atisfactionof colour
range
S atisfactionof durability
.737
of stitch
S atisfactionof durability
.507
of cloth
S atisfactionof pricefor
quality
S atisfactionof w ashing
convenience
S atisfactionof rangeof
.795
shades
S atisfactionof aftersales
service
ExtractionM ethod: Principal AxisFactoring.
RotationM ethod: Varim axw ithK aiser Normalization.
a. R otationconvergedin5iterations.
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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 months Freq_pur

b) Occasionally
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c) Once every 6 months
d) Once a year
2) When do you generally buy Levis jeans?
a) During promotions Gen_buy

b) Seasonal offers
c) Not fixed
3) How many pairs of Levis jeans do you have?
a) 1 Pair_no
b) 2
c) 3
d) more than 3
4) Rank the following brands on a scale of 1-5 (5 being most preferred and 1
least)
a) Levis Levis
b) Pepe Pepe
c) New Port NewPort
d) Wrangler Wrangler
e) Lee Lee
5) Is your satisfaction level, after purchasing Levis jeans affected by

advertising and promotion?
a) Yes Sat_lev
b) Cant say
c) Not at all.
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6) How satisfied are you on the following parameters of Levis jeans?

Neither
Satisfied
Extremely Somewhat nor Somewhat Extremely
Dissatisfied Dissatisfied Dissatisfied Satisfied Satisfied
• Durability of Cloth Du_Clo
• Price vis-à-vis quality Pri_Qua
Colours
• Range of colours
Fitstyle
• Range of fitting styles
Sizes
• Range of sizes
Du_stich
• Durability of stitching
WashCon
• Washing convenience
Shades
• Range of shades
AfterSal
• 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 Rate
a. Durability of cloth Ducloth
b. Durability of Dustich
stitching Trendy
c. Trendy clothes Fitstyls
d. Range of fitting RanSize
styles RanShad
e. Range of sizes AftrSale
f. Range of shades Advtg
g. After sales service Promo
h. Advertising
i. Promotion
8) How do you perceive Levis jeans as?

Perceive
___________________________________
9) Do you find Levis jeans usage friendly?
usage
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a. Yes
b. No
10) In which of the following family income group

do you fall?(per annum)
income
a. Below 200, 000
b. 200, 000 - 400, 000
c. 400, 000 – 600, 000
d. above 600, 000
11) Please Mark your gender:
a. Male gender
b. Female
12) Which age group do you fall in?
a. 16-25 age
b. 26-35
c. 36-45
d. 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.
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BIBLIOGRAPHY
 Marketing Research- TATA McGraw Hill
 Marketing Research – Malhotra
 Marketing Management – Philip Kotler
 Internet – www.google.com
 Internet – www.levis.com
30

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Customer Satisfaction

SrNo Particulars PageNo

4 Analysis And Recommendation 15

The project was done to obtain the current level of satisfaction of

The findings analyzed and based on the analysis conclusions were

INTRODUCTION TO LEVIS JEANS

Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss

Levi Strauss & Co. is a worldwide corporation organized into three

Levi Strauss, the Americas (LSA), based in the San Francisco

Levi Strauss Europe, Middle East, and Africa (LSEMA), based in

Asia Pacific Division (APD), based in Singapore

What measures need to be adopted to increase their current level

 To study the satisfaction level of Levis jeans users.

 To suggest alternatives for enhancing customer satisfaction.

The respondents were necessarily Levis jeans users. A sample of

Data was collected through secondary as well as primary sources.

DATA CODING SHEET

Q. Description DATA ANALYSIS

Satisfaction to know Nominal -------- -------- factor to reduce

Satisfaction to know Nominal -------- -------- factor to reduce

to know Nominal -------- -------- factor to reduce

Satisfaction to know Nominal -------- -------- factor to reduce

Satisfaction to know Nominal -------- -------- factor to reduce

Satisfaction to know Nominal -------- -------- factor to reduce

Satisfaction to know Nominal -------- -------- factor to reduce

Satisfaction to know Nominal -------- -------- factor to reduce

Rank of to know Ordinal -------- -------- Friedman ranking of

Rank of to know Ordinal -------- -------- Friedman ranking of

Rank of to know Ordinal -------- -------- Friedman ranking of

Rank of to know Ordinal -------- -------- Friedman ranking of

Rank of to know Ordinal -------- -------- Friedman ranking of

Rank of to know Ordinal -------- -------- Friedman ranking of

Rank of after to know Ordinal -------- -------- Friedman

Rank of to know Ordinal -------- -------- Friedman ranking of

Rank of to know Ordinal -------- -------- Friedman Ranking of

Respondents to know openly Nominal frequency -------- -------- comparing one

Income to know what Nominal -------- -------- --------

Gender of does gender Nominal -------- -------- --------

Age of what age Nominal -------- crossta -------- comparing two

ANALYSIS AND REOMMENDATION

FINDINGS AND DATA ANALYSIS

Following were the findings from the data collected

 Majority of respondents who own one or two pairs of jeans

 Most of the customers do not buy during promotions.

 Friedman test of ranking different brands of jeans revealed

 Another Friedman test of ranking different attributes of Levis

 Majority of them said that they couldn’t say whether

 From the frequency analysis of open-ended question, most

 Even though we had very less number of variables required

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

This also limits preference towards Levis as a brand. This

 After sales service which is becoming the most critical

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

 Since Levis jeans is majorly available in departmental stores

Cross tab No.1

Cross tab No.2

Cross tab No.3

Friedman Tests of Ranks

Friedman Test No.1

Friedman Test No.2

Frequency No.1 of respondents perception about Levis

Frequency No.2 of post purchase satisfaction of respondents whether

comparison between two variables