Questionnaire: LEVI STRAUSS & CO.

Ltd

1. General characteristics:

(i) Age

(ii)Occupation

(iii) Monthly income/father’s income

(iv)User Type (outgoing, conservative, cutting edge)

2. Name the first five brands which comes to your mind when you think of apparel brands?

(1) (2) (3) (4) (5)

3. Which of the brands would be your preference if you do not get Levi’s in the store?

(1) (2) (3) (4)

4. Would you buy any other brand if you don’t find Levi Strauss?

(1) Yes (2) No

5. When do you wear Levi’s brand?

(i) Always

(ii) Sometimes

(iii) On special occasions

(iv)Never

6. Would you buy any other brand rather than Levi’s if its price is increased?

(i)Yes (ii) No

7. Would you go for Levi’s brand rather than your brand if you come to know about a Discount at Levi’s
store?

(i)Yes (ii) No

8. Describe your purchase decision criterion: (% weight age)

(i)Brand Name

(ii)Design:

(iii)Price:

(iv)Fabric quality/fit:
9. You associate with Levi’s as:

(i)Trendy apparel Brand

(ii)Good fabric quality/fit (Good Product Quality)

(iii)Economical

(iv)High-end denim wear

10. Rate the importance of brand name while buying Denim?

(i)Essential (ii) Desirable but not essential (iii) Not important

11. Rate the importance of design/style while buying Denim?

(i)Essential (ii) Desirable but not essential (iii) Not important

12. Rate the importance of price while buying Denim?

(i)Essential (ii) Desirable but not essential (iii) Not important

13. Rate the importance of product/fabric quality while buying Denim?

(i)Essential (ii) Desirable but not essential (iii) Not important

14. Rate the following brands as per brand name:

Definitely delivers benefit =
Levi Strauss 1 2 3
3
SPYKAR 1 2 3
Okay job in delivering the
WRANGLER 1 2 3 benefit=2

LEE 1 2 3 Not perceived to deliver the

benefit = 1
15. Rate the following brands as per design/style quotient:

Levi Strauss 1 2 3

SPYKAR 1 2 3

WRANGLER 1 2 3

LEE 1 2 3

16. Rate the following brands as per the price:

Levi Strauss 1 2 3

SPYKAR 1 2 3

WRANGLER 1 2 3
 LEE 1 2 3

17. Rate the following brands as per the product/fabric quality:

Levi Strauss 1 2 3

SPYKAR 1 2 3

WRANGLER 1 2 3

LEE 1 2 3