Major Research Project

On A comparative analysis for customer satisfaction level of Levis & wrangler jeans

For Partial Fulfillment Of the Requirement for the Degree of

MBA (Full Time) Batch - 2009 2011

Submitted by : Digvijay singh chauhan MBA (IV) Guided by :
Dr. C.K.GOYAL

SOC&E, IPS academy, Indore

SOC&E, IPS ACADEMY

Rajendra Nagar, A.B. Road, Indore 452012 (MP)

Affiliated to: Devi Ahilya Vishwavidyalaya, Indore

CERTIFICATE

This is to certify that Mr. Digvijay Singh Chauhan, student of SOC&E, IPS ACADEMY. Indore, of MBA IV SEM (Full Time) program has prepared Major Research Project Report on the topic A comparative analysis for customer satisfaction level of Levis & wrangler jeans. under my guidance.

Dr. C.K.GOYAL FACULTY GUIDE

DECLARATION

I am Digvijay Singh Chauhan student of SOC&E, IPS ACADEMY, Indore, pursuing MBA (IV Sem,Full Time) has prepared the Research on the Topic A comparative analysis for

customer satisfaction level of Levis & wrangler jeans.

The research as per my knowledge is the original and genuine work. The research is not published in any research Journal previously.

Digvijay Singh Chauhan MBA (IV Sem, Full Time) 2009-2011

ACKNOWLEDGEMENT

I would like to take this opportunity to express my since gratitude to all those who guide me in right direction to complete this Project. I express my deep sincere gratitude to Mr. Vivek Kushwah Director of I.P.S. ACADEMY, DEPT. OF MANAGEMENT for his encouragement throughout the course of this study. I also express my sincere thank to Dr. C.K.Goyal lecturer Department of Management Study, I.P.S Academy, Indore, for his constant guidance and assistance throughout this study. Last but not the least, I would like to thank my respondents for sparing their precious time to answer my questionnaire and giving me the valuable information that I needed.

INDEX
Chapter No. Contents Introduction (a)Introduction to Wrangler (b)Introduction to Levis Review of Literature Rationale Of Study Objectives Research Methodology (a) Research design (b) Data collection (c) Variable to be used (d) Tools for data analysis Findings Suggestions Conclusion Bibliography/Webliography Page no.

1 2 3 4

6-12 13-19 20-23 24-30

31-34

6 7 8 9

35-44 45-47 48 49

CHAPTER I INTRODUCTION

INTRODUCTION TO WRANGLER JEANS

Wrangler is a manufacturer of jeans and other clothing items. The brand is owned by the VF Corporation, who also own Lee, Jan Sport and The North Face, among others. Its headquarters is in downtown Greensboro, North Carolina, with production plants in a variety of locations throughout the world. Wrangler International is now chaired by Dieter Jacobfeuerborn. Wrangler Jeans were first made by Blue Bell, who acquired the brand when they took over Casey Jones in the mid-1940s. Blue Bell employed Bernard Lichtenstein, a Polish tailor from Nodz who worked closely with cowboys, to help design jeans suitable for rodeo use. This was the origin of Wrangler Jeans. The 13MWZ style, introduced in 1947 as lot number 11MWZ, is still available worldwide. In addition to this, Wrangler has since introduced several other lines that are more designated towards a specific group or demographic. Some examples of this are 20X, Riggs and Aura

Wrangler is one of the three most popular American jeans brands. And here is the story of how this brand was born. It all stated in 1897 when a 20-year-old young man called S.S. Hudson came to a small textile town of Greensboro, North Carolina, to find a job. The first job offer Mr. Hudson managed to find was sewing buttons on a factory for 25 cents a day. And in seven years the factory went bankrupt. 1904 S.S. Hudson bought a couple of sewing machines, rented a room on the second floor of a grocery shop and registered his own company under the name of "Hudson Overall Co.". The company turned out to be quite a success and 15 years after its establishment it opened the first jeans manufacturing factory. Railroad men liked Hudson's creations to such extent, that they even presented him with a bell, which in course of time became blue because of small particles of indigo color. S.S. Hudson was inspired and renamed his company, which was then called "Blue Bell Overall Co.". 1926 he sold a successfully running company to a textile manufacture "Big Ben" for a hatful of money - 585 thousand dollars We value our customers, and we strive for full customer satisfaction. Each item we manufacture carries a one-year warranty, which covers actual defects in materials or workmanship. Our warranty is a statement of Wranglers continuing commitment to high standards of quality.

For many years, Wrangler has led the way in designing and manufacturing apparel known for superior comfort, function and durability. Soon, the brand will be recognized as a leader in developing protective jeans and shirts as well A recent government reports have noted that the cause of severe and fatal burn injuries on the job is an individual's clothing igniting and continuing to burn -- not the source of the ignition itself. The use of flame resistant clothing provides the necessary thermal protection at the area of exposure. The level of protection resides in the weight and composition of the flame resistant fabric. Once the source of ignition is removed, FR garments will selfextinguish, allowing precious escape time and limiting the percentage of the body that is burned. Even though a person caught in a flash fire or arc flash will most likely still have injuries, FR clothing can greatly reduce their severity. And in many cases, it can make the difference between life and death. Wrangler FR apparel is constructed from flame resistant fabrics and components to protect against burn injuries in the workplace. Designed to meet the rigorous requirements specified by major protection agencies, Wrangler FR garments are yet another example of a leader stepping forward to provide for the needs of its consumers.

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 worlds first jeans Levis jeans were born. Today, the Levis 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 12,400people worldwide, including approximately 1,500 people at its San Francisco, California headquarters. Levi Strauss and Co. is a privately held company owned by the family of its founder, LeviStrauss. The company was created about 130 years ago and currently is one of the leading apparel companies in the world. The company produces and sells a range of men's, women's and childrens jeans and casual wear including cotton and cotton blend casual and dress casual pants, tops and seasonal pants and shirts, denim jackets, accessories, and footwear.1 The Company has three major brands Levies, Dockers, and Levi Strauss Signature. Even though Levis brand images very strong, it cannot maintain its brand image anymore as a result of missed fashion trends. Levi has to come up with new strategies to overcome its competitors that have brought new fashion trends and low price products to the apparel industry. 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 Bavaria, Germany 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.

Organization Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss, North Americas (LSNA), based in the San Francisco headquarters; Levi Strauss Europe (LSE), based in Brussels; and Asia Pacific Division (APD), based in Singapore. The company employs a staff of approximately 10,500 people worldwide, and owns and develops a few brands. Levi's, the main brand, was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion From the early 1960s through the mid-1970s, Levi Strauss experienced explosive growth in its business as the more casual look of the 60s and 70s ushered in the "blue jeans craze" and served as a catalyst for the brand. Levi's, under the leadership of Jay Walter Haas Sr., Peter Haas Sr., Paul Glasco and George P. Simpkins Sr., expanded the firm's clothing line by adding new fashions and models, including stoned washed jeans through the acquisition of Great Western Garment Co.,(GWG), a Canadian clothing manufacturer, acquired by Levi's. GWG was responsible for the introduction of the modern "stone washing" technique, still in use by Levi Strauss Its competitors including VF Corporation, Gap, Abercrombie & Fitch, and Tommy Hilfiger have also gained strong brand images by producing their products at low cost and continue to gain perceived value in the industry. The apparel industry is considered a mature industry with numerous competitors. The competitors offer similar products and services that Levi can produce. Therefore, product differentiation will be the key issue in order to increase the perceived value of the new product. Intrepid International recommends that Levi Strauss should create a new premium denim brand. The new premium denim brand must be cheaper, high quality and a trendy design clothes. To produce cheaper, high quality and a trendy design clothes, the company must begin with a Cost Leadership Strategy. The company needs to implement a low-cost manufacturing process to increase margins. We believe there is still a lot of room for improvement. In 1988, the brand launched Dockers for Women, a feminine interpretation of Dockers brand apparel. The line offers fashionable tops, dress and casual pants and a full range of accessories designed to fit a variety of different body types and sizes. Today, the Dockers Brand has expanded to more than 50 countries in every region of the world with a complete assortment of stylish and innovative products including a full line of tops, footwear, outerwear and accessories for a broad range of consumers. Signature: The Levi Strauss Signature brand was launched in 2003 exclusively for consumers who shop in the mass channel. The brand gives value-conscious consumers access to high-quality, affordable and
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fashionable jeans wear from a company and name they trust. The Levi Strauss Signature brand includes a collection of denim and non-denim pants, shirts skirts and jackets for men, women and children all designed with the high quality. Through the 1950s and 1960s, the company doubled sales every three to four years. By the end of the 1960s, the company's operations slacks, and sportswear for men, as well as a range of apparel for women and children. In 1968, new divisions for youth wear, sportswear, and accessories were created. The Levi's for Gals marketing unit was expanded into a full-fledged womens wear division. In addition, Levi Strauss International was formed as a subsidiary, enabling the company to parlay its legend All-American image to foreign consumers eager town a piece of Americana. With all this growth activity, LS & Co.'s worldwide sales in 1969totaled $251 d o n. The rapid expansion necessitated further capital. In 1971, the company was taken public with an initial public offering of $47.50 per share. Sales continued to experience rapid growth as baby boomer teens entered college. By 1975, sales had reached $1-bdhon, and rose to $2 billion in 1979. During this time the company's flagship product, 501 jms, remained it stop-selling product, continued to hold nearly a thud of the U.S. jeans market. Production expanded locally and broad to meet continuing demand. Nonetheless, given the slow growth among its primary market, 1224 year olds, cash-rich LS & Co. considered alternative actions to hedge against an expected decline in the jeans in the 1980s. In the early 1980s, LS & Co. adopted strategy to expand beyond the core jeans lines to utilize the Levi's name on non-jeans. "We are, not going to forget the gal

11

CHAPTER II REVIEW OF LITRATURE

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Submitted by: Sunnblueclouds Date Submitted: 01/10/2011

This paper deals with the marketing strategies for the Levis Strauss brands to become the top brand in the world in various kinds of jeans and other apparels. Levis Strauss is having the 75% share in the GWG but allowed them to maintain in their own way. The GWG was also the first to produce pre-washed jeans and had a good position in the market. In 1853, a Bavarian immigrant named Levi Strauss opened a dry-goods business in San Francisco, California. Roughly twenty years later, the problem miners had with finding sturdy pants was brought to Levi's attention. This is what ultimately led Strauss to ease out of selling dry-goods and focus on designing the first pair of denim high-wasted overalls, later known as jeans. In 1873, Levi Strauss used his money from his already successful dry-goods business to fund, and patent, tailor Jacob Davis's idea of placing metal rivets at the points of strain on the pants; thus, Levi's brand was born. Such a simple innovative technique grew to cultivate what is one of the worlds bestknown products, and the number one maker of brand-name clothing. The company's innovative heritage, values, highly recognized Levi's brand, and creative ad campaigns are the main factors that have kept Levi's jeans alive, and Levi Strauss & Co. a respected company.

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Submitted by: Carlotam Date Submitted: 10/07/2010

Levi Strauss, the original blue jeans manufacturer and largest apparel manufacturer till the 1990s, has been steadily losing market share in the US since 1996. Levi was also said to have been sloppy in terms of keeping up with the latest trends in fashion and hence was taken over by competitors such as Tommy Hilfiger, VF, Gap. Part A of the case talks about this phase of Levi, from its birth. The private company has been passed down through generations of Levi Strauss's descendants. Walter and Peter Haas (fourth generation Strauss family) took the company reins after WWII and managed to make Levi's jeans merely functional apparel for workers, but "the uniform of American youth". The men added women's attire, expanded overseas, and finally took the company public in 1971. After profits started to decline in the mid-1980s, Robert Haas took over, and took the company private in 1985. One consistent feature of this company is where the company headquarters, or "home", has been for the past one-hundred and fifty years: 1155 Battery Street in San Francisco, California. The company started there and has since then grown to be a worldwide corporation organized into multiple geographic divisions: Canada, Europe, Middle East, Africa, Argentina, Brazil, Mexico, and Asia Pacific. Due to significant drops in net sales over the past seven years or so, the company has.

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Submitted by: Supratim ghosh Date Submitted: 08/29/2010

The modern age is known as the Age of Consumers. In todays cut-throat competition the consumer is considered as the KING and the main objective of the various organizations are aimed at keeping the consumer happy and satisfied. It is very important for each and every organization to keep its consumers satisfied in order to maintain its competitiveness in the market. However when we take a closer look, we find that the consumers satisfaction level towards a company and its leading products vary on one aspect or the other based on a variety of attributes (Kotler, 2009). Fashion is a highly customer oriented industry with innovative products, where there are large number of competitors giving you a intense competition. Thus companies have to come up with something different and unique keeping the target buyer group and the time factor in mind since in the fashion industry the product life cycle is very short. LEVIS STRAUSS & CO.: Statistics show that every day millions of customers go for shopping worldwide. Hence every company wants to attract customers and increase their customer base. To ensure this companies have to keep up with the latest fads for satisfying customer requirements. For those of us that want to wear jeans with style and make a fashion statement about who we are, then finding the right pair(s) of designer jeans is crucial to our social standing. Levis offers a great range of jeans for both men and women, but variety is not the only factor. There has been no investment done by the licensee to revoke the image of the brand and its product. There have been no updates in fits and style over the past 4 years done by Jack Spratt. Even there has been no innovation in the marketing plan to promote the brand.

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Submitted by: Elkstyle Date Submitted: 02/07/2007

Levi Strauss & Co. has long been known for its commitment to employees and the communities where they lived and worked, and continuously conducting business with the Chinese Government at this stage will undermine everything this company. The Levi Strauss 501 advertising campaign was so successful in 1984-1990 as it attracted the typical American teens selling independence, sexuality and physical good looks, representing the perfect figure and body. It illustrated a complete lifestyle to the teenagers world. Admiring the fantasy of idols James Dean and Marlon Brando, all connecting to the Levi guys (jeans) in the adverts, giving the impression of a sensual, healthy radiant aspect, to the gazed audience. Falling for the act, teens still continued to buy the different types of jeans, whilst new ideas were being designed. People realize now it was just a pretence illusion. Although these shams still occur in adverts today.

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Submitted by: ashish khandelwal Date Submitted: 12/08/2009

In the advert The Launderette', it begins straight away with music, then a view of a Korean soldier standing outside, indicating the war had just ended. He's put there as a parallel to the Levi guy, he's not as laid back At first the camera doesn't focus on the Levi guy's face, giving mystery and intrigue to the viewers. Entering into the steamy launderette, everyone turns and stares. Staring is the usual old, slob-like husband, one hand holds a cigar, whilst in the other sits a beefy, dripping hamburger! Noticing his entry, the Levi guy slyly removes his cool sunglasses, revealing his smiling face. With the dark, slick back hair, a dream to every girl. Dull lighting among the other customers symbolizing their shallow lives, whilst innocently he places his clothes into the machine . Unusually he puts stones into the machine along with his clothes, thinking nothing of the matter. Glaring at him is the average housewife with her children observing closely. Sliding his jeans off, there is a close up on his backsiderevealing the one and only red Levi tab, showing they are nicely fitted, encouraging the opposite sex. Steam evaporates around him, sexuality diffuses in the area. This case demonstrates how a company can pursue a transnational strategy and which organizational structure supports this strategy. Levi Strauss, the company under discussion has located its production facilities around the world, where ever it costs them the cheapest to produce and customizes its products to local tastes for higher responsiveness. Foreign subsidiaries are responsible for marketing and distributing in the local area.

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Submitted by: DEEPROOTS Date Submitted: 09/04/2008

This paper analyzes the organizational structure and design of the worlds largest brand-name apparel marketers, Levi Strauss & Company. The concepts of hierarchy, change management, and employee involvement applications will be discussed, along with the organizations environment and competitive strategies. The premise of this paper is the accomplishment of this organizational mode Levi Strauss for change and the ultimate success of the companys transformation. Levi Strauss mission statement is to seek to reflect the voices of the communities where they have a business presence and make a difference by addressing tough social issues and empowering people to solve their own problems and those of their communities the values of Levi Strauss and Company are the foundation of the company. It is what defines them and sets them apart from the competition, sets the vision for the future, the business strategies and the decisions that are made. The four core values are empathy, originality, integrity, and courage. When they talk of empathy, they are walking in other peoples shoes. Their success comes from listening to what consumers want and meeting their needs of the consumers, retail customers, shareholders and employees. The companys long-standing traditions of community involvement and employee volunteerism continue today which contribute to their commercial success. Authenticity and innovation is what makes Levis an original. The jeans have been worn by generations who incorporated them into their own sense of style.

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 Submitted by: Prof. Pushpita Ghosh Date submitted: 28/04/2001

This paper analyzes the organizational structure and design of the worlds largest brand-name apparel marketers, Wrangler. The concepts of hierarchy, change management, and employee involvement applications will be discussed, along with the organizations environment and competitive strategies. The premise of this paper is the accomplishment of this organizational mode Wrangler for change and the ultimate success of the companys transformation. Wrangler and Company was founded in 1853 and since has become a household name in the trouser industry. They are the worlds largest producer of brand-name clothing and the second largest maker of jeans in the United States. Levi Strauss started the tradition of being an apparel innovator and today, the company still upholds the commitment to offering products that are right for every generation.

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 Submitted By: John Thomas Date submitted: 24/08/1998

Wrangler is enduring American freedom; its in the spirit of people who work hard, have fun and recognize courageous individuality. As a company, we believe in solid commitments and perseverance in the face of obstacles and challenges. Most of all, we respect ourselves, each other, our western heritage and the environment in which we live. Its the same as ever, even before the first pair of Wrangler jeans were made in 1943. Our history runs parallel to the rise of the country, our jeans worn by the same people who built it. As part of VF Corporation, Wrangler believes that integrity never goes out of style. In fact, we see it as a direct result of the values we embrace as a company and as people. Values like honesty, consideration and respect. For us, these are more than words. They are embedded in our work and form an integral part of our daily operations. We value our customers, and we strive for full customer satisfaction. Each item we manufacture carries a one-year warranty, which covers actual defects in materials or workmanship. Our warranty is a statement of Wranglers continuing commitment to high standards of quality. For many years, Wrangler has led the way in designing and manufacturing apparel known for superior comfort, function and durability. Soon, the brand will be recognized as a leader in developing protective jeans and shirts as well.

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 Submitted by: Bradford Date submitted: 11/05/2005

International trading is a fact of life and success depends on deciding whether a business will benefit from global standards or whether to adapt to local markets as and when required. The reality is that both approaches co-exist as the example of Levi's jeans business demonstrates. This is a review of "Levi Strauss: an international marketing investigation" by Demetrius Vrontis and Per Vronti. This article uses the example of Levi's jeans business to investigate whether global businesses should choose standardization or adaptation to local market conditions. The authors propose the Levi's approach that combines aspects of both solutions as the best way to secure competitive advantage. The article is clearly written and works through all the factors involved in Levi's success. The Levi's story is a good example for others to follow. International tardiness a fact of life and success depends on deciding whether a business will benefit from global standards or whether to adapt to local markets as and when required. Supporters of standardization argue that local differences are slowly but surely being ironed out through faster communications, increased travel and the global influence of films and TV. Standardization also brings with it economies of scale and protects products from problems caused by mature home markets. Supporters of adaptation argue that companies ignore local differences at their peril. A product tailored to local needs is likely to stay successful longer. The reality is that both approaches co-exist as the example of Levi's jeans business demonstrates.

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Submitted By: Date submitted:

Wrangler Jeans Case Study EXECUTIVE SUMMARYA detailed analysis has been carried out on a Malaysian incorporated company: Elba Holdings Bhd. Basically they deal in the manufacturing and retailing of garments and they carry three brands: Elba, Edwin, and Adax. The analysis was done by using the following theories: The PEST analysis was studies to give a better understanding as to how the external macro environment affects the company. There are many external risks involved here especially when foreign competition enters the Malaysian market. Government rules and regulations have affected how Elba c a n t r a d e a n d f u r t h e r m o r e , t h e sociological factors are changing in line with technological changes. Thus each factor i n t h e P E S T a n a l y s i s i s i n t e r t w i n e d and it can't be unbundled and looked at separately, because changes in one factor may affect the other. Porters 5 forces are based on the insight that a corporatestrategy should meet the opportunities and threats in the organizations external environment. Especially, competitive strategy should base on and understanding of industry structures and the way they change. Looking at Elba, we are able to identify the height of entry and exit barriers, intensity of rivalry, threat of substitutes, and bargaining power of buyers and suppliers .C o m p e t i t o r s a n a l y s i s g i v e s a b r i e f d e s c r i p t i o n on each of Elba's competitors including Padini, Bonia, Esprit, Giordano, Lee Cooper, and Levis. Future goals, strategies, strengths and weaknesses of each competitor is also being discussed. Customers analysis looks at the buying behavior of the Malaysian consumers, and how time and technology and Western influence has changed the way they dress. It also looks into who are Elba's target markets

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 Submitted By: Date submitted:

An Overview Wrangler Quality Never Goes Out Of Style TM Great brands and businesses are built by consistently providing quality products and service and by earning the trust of consumers, customers, investors, employees and communities through responsible, progressive and accountable business practices. Moreover, as business leaders wrangler have the obligation, both individually and collectively, to make their enterprise not only a source for economic wealth, but also a force for positive social change in the conduct of their business. This principle of responsible commercial success is embedded in our 155-year experience and continues to anchor how they operate today. The values are fundamental to success. These are the foundation of their company, define who they are and set apart from the competition. They underlie vision of the future, their business strategies and the decisions, actions and behaviors. They live by them. They endure. Four core values are at the heart of wrangler. Empathy, Originality, Integrity and Courage. These four values are linked. As we look at history, we see a story of how their core values work together and are the source of our success.

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Chapter III RATIONALE OF STUDY

24

The project was done to obtain the current level of satisfaction of Levis & Wrangler 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 Treasure Island shopping Mall, Indore with a sample size of 100 respondents each. The data collected was analyzed with the help of Statistical tools like 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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CHAPTER IV OBJECTIVES

26

The objectives of the study are as under

Comparative analysis between Levis & Wrangler jeans To study and measure satisfaction level of Levis & Wrangler jeans user. To suggest alternatives for enhancing customer satisfaction.

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CHAPTER V HYPOTHESIS

28

Following are the hypothesis of the proposed study

All respondents have either Levis jeans or Wrangler or planning to buy one. All respondents who have Levis & Wrangler jeans are satisfied with it. There is no significant difference between the working processes of all stores of Levis and Wrangler jeans.

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CHAPTER VI RESEARCH METHODOLOGY

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RESEARCH METHOD
Exploratory and Descriptive research methods.

RESEARCH DESIGN
The study is to be conducted to study and measure the satisfaction level of Levis & Wrangler jeans users. A secondary as well as primary source of data will be used to arrive at findings and analyze the results. Secondary sources of data like internet and books will be used to do exploratory studies. Relevant variables will be generated and questionnaire is developed to obtain primary data from the market. 100 respondents of each selected will be necessarily Levis & Wrangler jeans users.

SAMPLING DESIGN
The respondents must be necessarily Levis & Wrangler jeans users. The sample is selected from the restricted area at Treasure Island shopping mall. It will be a non-probability based sampling based on convenience.

TOOLS FOR DATA ANALYSIS

For the analysis of collected data following tools shall be used Factor analysis Percentage analysis

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CHAPTER VII DATA ANALYSIS AND FINDINGS

32

DATA ANALYSIS Following were the findings from the data collected
From the analysis of how many jeans does age group of respondents own, it is evident that the respondents of age group 16-25 and 26-35 tend to own more than one or two pairs of jeans (75%). The other age group above 26-35 rarely own more then one or two pairs of jeans. Therefore, from this we get to know that the people who regularly buy jeans belong to young generations group ranging between 16-35.

35 30 30 30

25 20 20 16 15 14 10 10 5 5 4 0 0 0 16-25 26-35 36-45 above 45 10 16 20 20 20 1 2 3 more then 3

Age of respondent

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 Majority of respondents who own one and two Levis or Wrangler jeans tends to

buy jeans twice a year (40%). Many of the respondents also buy jeans occasionally.

25 21 20 15 15 10 10 5 5 0 0 one two three more then 3 5 10 8 6 5 6 4 5 once in three months occasionally twice a year once a year

0 0

No. of pairs own

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 65% respondent of the age group 16-35 prefers to buy Levis jeans in spite of Wrangler jeans. As age group increases the preference for Levis jeans decreases and Wrangler jeans increases as it shows in graph below.

Age group Levis (no. of pairs) WRANGLER (no. of pairs)

16-25 60 40

26-35 38 12

36-45 23 17

Above 45 3 7

70 60 60 50 40 40 30 23 20 12 10 3 0 16-25 26-35 36-45 above 45 7 17 38 Levis Wrangler

Age of respondents

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 Ranking different brands of jeans by respondents shows that they prefer to buy Lee first followed by Levis then Pepe .In this Levis is second preference of respondents and Wrangler is preferred at fourth place.

Brand preference

LEVIS 55

PEPE 40

NEW PORT 15

WRANGLER 25

LEE 65

preferance
3.5 3 2.5 2 2 1.5 1 0.5 0 Lee Levis Pepe Wrangler New port 1.25 0.75 preferance 3.25 2.75

Rank according to respondent choice

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58% of respondents told that their satisfaction level doesnt affect by the advertisement and promotion activities, once they purchase jeans. 29% says that their satisfaction level get affected by sales promotion activities after purchase.

Column1

29% Yes Can't say 58% 13% Not at all

Effect on satisfaction level after post purchase advertisement and promotion activities

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 The highest ranked attribute was given to durability of cloth and stitching followed
by trendy look, fitting style and so on as shown in graph in case of Levis.

In case of Wrangler highest rank is given to durability of cloth and stitching

followed by fitting style, range of shades etc as shown in graph.

9 8 7 6 5 4 3 2 1 0 Levis Wrangler

Attributes affecting decision making

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 From the frequency analysis of open ended questions, most recurring 4 response
were put in pie chart, which include excellent fitting, in style, trendy and rugged. The top response for Levis was excellent fitting (33%), followed by trendy (26%), rugged (22%) and in style (19%) whereas Wrangler scored top in excellent fitting (30%), followed by in style (27%),trendy (23%) and rugged (20%) respectively.

Respondents perception about Levis

22% 33%

excellent fitting in style trendy

26% 19%

rugged

SaleRespondents perception Respondents perception about Wrangler

20%

30%

excellent fitting in style

23% 27%

trendy rugged

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 On observing income group and No. of pairs of jeans owned it if found that most of respondents belonging to age group 16-35 prefer Levis jeans then wrangler.

70 60 50 40 Levis 30 20 10 0 below 1 lakh 1-3 lakh 3-6 lakh above 6 lakh Wrangler

No. of pair owned/income group

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FINDINGS

From the analysis of how many jeans does age group of respondents own, it is evident that the respondents of age group 16-25 and 26-35 tend to own more than one or two pairs of jeans (75%). Majority of respondents who own one and two Levis or Wrangler jeans tends to buy jeans twice a year (40%). Many of the respondents also buy jeans occasionally. 65% respondent of the age group 16-35 prefers to buy Levis jeans in spite of Wrangler jeans. Respondents prefer to buy Lee first followed by Levis, Pepe and Wrangler 58% of respondents told that their satisfaction level doesnt affect by post purchase adverting and promotion. Both Levis and Wrangler share top ranking in durability of cloth and stitching but Wrangler fails in trendy style and price vis--vis quality. Most of the respondent belonging to income group 1-3 lakh prefer to purchase Levis jeans then wrangler.

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CHAPTER VII SUGGESTIONS

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From the above analysis and finding following suggestion could b 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 second in terms of the overall brand image. Hence, Levis has a scope to reach the top position and encase through increase in sales. Same is with Wrangler .wrangler should also provide jeans which is liked by youth segment Levis and Wrangler should try to provide best offer twice in year because most of respondent prefer to buy twice in year. Wrangler should use sales promotion activities like advertisement, sales promotion and provide attractive offer so people should buy Wrangler jeans since it comes at forth position in respondent preference. Levis and wrangler are perceived as premium brand in India. Hence, an economy product range can also tap the unexplored middle class range Since Levis and Wrangler 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 breach through making Levis jeans available at local retail outlets. Wrangler lacks in style and trendy look which is most demanding factor in youth segment so it focus on its look and verities. Wrangler should increase its product line and depth. To compete with the current market scenario Wrangler should revive its advertisement strategy.
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CHAPTER IX CONCLUSION

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To conclude we can say that Levis jeans are a very much preferable jeans because of its trendiness and fitting style. It is most preferable jeans in youth segment ranging from 16- 35years of age group, whereas wrangler is less preferable because it going it is not with present trend. As far as customer satisfaction is concerned Levis is moving ahead of wrangler and the reason behind is Levies is very much popular and having very stretched product line. At the same customer of Levis are also suffering from TOMA (top of mind awareness) .this is one of the main reason why people consider Levis rather than wrangler.

If we look at the promotion side of both the companies, Levis is putting greater efforts then wrangler at the same time wrangler must increase its number of retail stores because Levis has occupied much larger market space then wrangler. at last we can say Levis is in better position then Wrangler as per as brand name is concern so Wrangler must have to implement the above given suggestions.

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BLIOGRAPHY \ BIBLIOGRAPHY

WEBLIOGRAPHY
www.google.com www.levi.com www.levistrauss.com www.wikipedia.org www.wrangler.com www.wrangler.in

BIBLIOGRAPHY.
Marketing Research- TATA McGraw Hill Marketing Research Malhotra Marketing Management Philip Kotler Retail Management- Levy Weitz book Introduction to Operations and Supply Chain Management - Robert B. Handfield

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Annexure
QUESTIONNAIRE
Respondent No. _____ DEAR RESPONDENT, I Digvijay singh chauhan student of IPS ACADEMY Indore (MBA), 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.

NAMEOCCUPATIONdo you fall?(per annum) Below 100, 000 300, 000 600, 000

AGE-

SEX-

1) In which of the following family income group

b. 100, 000 - 300, 000 d. above 600, 000

2) How often do you purchase jeans?

Once every three months

Occasionally

Once every 6 months

Once a year

3) When do you generally buy Levis jeans?

During promotions

Seasonal offers

Not fixed

4) How many pairs of Levis jeans do you have? 1 2 3 more than 3

5) Rank the following brands on a scale of 1-5 (5 being most preferred and 1 least)

a) b) c) d) e)

Levis Pepe New Port Wrangler Lee 47

6) Is your satisfaction level, after purchasing Levis jeans affected by

Advertising and promotion? Yes Cant say Not at all.

7) How satisfied are you on the following parameters of Levis jeans? Extremely Dissatisfied Durability of Cloth Price vis--vis quality Range of colours Range of fitting styles Range of sizes Durability of stitching Washing convenience Range of shades After sales service Somewhat Dissatisfied Neither Satisfied nor Dissatisfied Somewhat Satisfied Extremely Satisfied

8) 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)
a. b. c. d. e. f. g. h. i. j. Durability of cloth Durability of stitching Trendy clothes Range of fitting styles Range of sizes Range of shades After sales service Advertising Promotion Price

9) How do you perceive Levis jeans as?

___________________________________ 10) Do you find Levis jeans usage friendly? Yes No THANK YOU FOR SPENDING YOUR VALUABLE TIME I ASSURE YOU THAT THE INFORMATION WILL BE KEPT CONFIDENTIAL AND WILL BE USED FOR ACADEMIC PURPOSE ONLY

48

QUESTIONNAIRE
Respondent No. _____ DEAR RESPONDENT, I Digvijay singh chauhan student of IPS ACADEMY Indore (MBA), conducting a survey about the consumer satisfaction with Wrangle Jeans. Please let us know what you really think about Levis Jeans. Please spare your valuable few minutes and share your feedback with us.

NAMEOCCUPATIONdo you fall?(per annum) Below 100, 000 300, 000 600, 000

AGE-

SEX-

10) In which of the following family income group

b. 100, 000 - 300, 000 d. above 600, 000

11) How often do you purchase jeans?

Once every three months

Occasionally

Once every 6 months

Once a year

12) When do you generally buy Wrangler jeans?

During promotions

Seasonal offers

Not fixed

13) How many pairs of Wrangler jeans do you have? 2 2 3 more than 3

14) Rank the following brands on a scale of 1-5 (5 being most preferred and 1 least)

f) g) h) i) j)

Wrangler Pepe New Port Levis Lee

15) Is your satisfaction level, after purchasing Wrangler jeans affected by

Advertising and promotion? Yes Cant say Not at all.

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16) How satisfied are you on the following parameters of Wrangler jeans? Extremely Dissatisfied Durability of Cloth Price vis--vis quality Range of colours Range of fitting styles Range of sizes Durability of stitching Washing convenience Range of shades After sales service Somewhat Dissatisfied Neither Satisfied nor Dissatisfied Somewhat Satisfied Extremely Satisfied

17) 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) a. Durability of cloth b. durability of stitching c. Trendy clothes d. Range of fitting styles e. Range of sizes f. Range of shades g. Advertising h. Promotion i. Price

18) How do you perceive Wrangler jeans as?

___________________________________ 10) Do you find Wrangler jeans usage friendly? Yes No THANK YOU FOR SPENDING YOUR VALUABLE TIME I ASSURE YOU THAT THE INFORMATION WILL BE KEPT CONFIDENTIAL AND WILL BE USED FOR ACADEMIC PURPOSE ONLY

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