Levisjeans Satisfactionlevels

7/21/2019 Levisjeans Satisfactionlevels

1/33

Customer Satisfaction

Of Levis Jeans

TABLE OF CONTENTS

1


2/33


Of Levis Jeans

SrNo Particulars PageNo

1 Prefatory Items 2

1.1 Acknowledgement 3

1.2 Table of contents 4

1.3 Executive Summary

2 I!tro"uctio! #

2.1 Introduction to E!IS $

2.2 "roblem Statement %

2.3 #esearc$ %b&ective &

2.' imitations 1'

3 (et)o"ology 11

3.1 Sam(ling )esign 12

3.2 #esearc$ )esign 13

3.3 )ata *ollection 14

4 A!alysis A!" *ecomme!"atio! 1

'.1 )ata +indings and Analysis 1#

'.2 #ecommendation 1%

A!!e+ure 2'

,.1 A((endix 21

,.2 -ibliogra($y 2%

2


3/33


Of Levis Jeans

EXECUTIVE SUMMARY

T$e (ro&ect was done to obtain t$e current level of satisfaction of

evis &eans users. So also w$at are t$eir (references in buying

&eans/ -ot$ cou(led yielded reasons for current level of

satisfaction and means to increase it. T$ere was insufficient

secondary data due to w$ic$ (rimary data was collected. T$e

(ro&ect was conducted wit$in t$e geogra($ical region of 0ira #oad

to And$eri wit$ a sam(le sie of 1 res(ondents.

T$e data collected was fed to S"SS (ackage used for analying

statistical data. Statistical tools like cross tabs factor analysis

+riedman ranking test freuency c$arts like bar and (ie were used

to analye t$e data.

T$e findings analyed and based on t$e analysis conclusions were

drawn and reuisite recommendations were (rovided. T$ese

included4

15 *oncentrating more on advertising

25 Increasing availability t$roug$ local outlets

35 #eac$ing t$e economy segment etc.

3


4/33


Of Levis Jeans

INTRODUCTION

4


5/33


Of Levis Jeans

INTRODUCTION TO LEVIS JEANS

+ounded in 16,3 by -avarian immigrant evi Strauss evi Strauss

7 *o. 8S7*%.5 is one of t$e world9s largest brand:name a((arel

marketers wit$ sales in more t$an 1 countries. T$ere is no ot$er

com(any wit$ a com(arable global (resence in t$e &eans and

casual (ants markets. %ur market:leading a((arel (roducts are

sold under t$e evi9s; )ockers; and evi Strauss Signatureevada tailor ?acob )avis

(atented t$e (rocess of (utting rivets in (ants for strengt$ and t$eworld9s first &eans @ evi9s; &eans @ were born. Today t$e

evi9s; trademark is one of t$e most recognied in t$e world and

is registered in more t$an 1 countries. )escendants of t$e family

of evi Strauss (rivately $old t$e com(any. S$ares of com(any

stock are not (ublicly traded. S$ares of evi Strauss ?a(an B.B.

t$e com(any9s ?a(anese affiliate are (ublicly traded in ?a(an. 8+or

additional financial information visit our C>ews and +inancialC

section5.T$e com(any em(loys a staff of a((roximately 12'

(eo(le worldwide including a((roximately 1, (eo(le at its San

+rancisco *alifornia $eaduarters.

evi Strauss 7 *o. is a worldwide cor(oration organied into t$ree

geogra($ic divisions4

evi Strauss t$e Americas 8SA5 based in t$e San +rancisco

$eaduarters

evi Strauss Euro(e 0iddle East and Africa 8SE0A5 based in

-russels

Asia "acific )ivision 8A")5 based in Singa(ore

5


6/33


Of Levis Jeans

PROBLEM STATEMENT

Are evis &eans users satisfied wit$ w$at t$e com(any is offering/

D$at measures need to be ado(ted to increase t$eir current level

of satisfaction/

6


7/33


Of Levis Jeans

RESEARCH OBJECTIVE

To study and measure satisfaction level of evis &eans users.

To suggest alternatives for en$ancing customer satisfaction.

7


8/33


Of Levis Jeans

LIMITATIONS OF THE STUDY

T$e researc$ was confined to a sam(le of 1 res(ondents

w$ic$ certainly does not re(resent t$e w$ole (o(ulation of

0umbai.

T$e res(ondents were a((roac$ed at t$e convenience of

researc$er.

T$e res(ondents included t$ose w$o $ave used evis &eans

irres(ective of number of usage.

#es(ondents mig$t be biased at times.

Time limitations were t$ere.

8


9/33


Of Levis Jeans

RESEARCH METHODOLOGY

9


10/33


Of Levis Jeans

SAMPLING DESIGN

T$e res(ondents were necessarily evis &eans users. T$e sam(le

was selected from t$e restricted area between And$eri and 0ira

#oad. It was a non:(robability based sam(ling based on

convenience. T$e sam(le sie was limited to 1 res(ondents

because of limited available time.

10


11/33


Of Levis Jeans

RESEARCH DESIGN

T$e study was conducted to study and measure t$e satisfaction

level of evis &eans users. Secondary as well as (rimary sources

of data were used to arrive at findings and analye t$e results. T$e

(ro&ect commenced from August first week and ended on 22nd

>ovember 23.

Secondary sources of data like internet and books were used to do

ex(loratory studies. #elevant variables were generated and

uestionnaire was develo(ed to obtain (rimary data from t$e

market. 1 res(ondents selected were necessarily evis &eans

users and based on convenience of researc$er.

+indings based on uestionnaire filled were analyed using S"SS

software. #euisite conclusions were develo(ed and

recommendations made. T$e researc$ $ad limitations like4

15 Time constraint

25 Sam(le sie

35 #es(ondent biasness

11


12/33


Of Levis Jeans

DATA COLLECTION

)ata was collected t$roug$ secondary as well as (rimary sources.

Secondary sources included articles on &eans from internet books

and &ournals. "rimary data was obtained t$roug$ self:administered

uestionnaires. 1 res(ondents w$o were evis &eans users were

interviewed based on non:(robabilistic convenience based

sam(ling.

12


13/33


Of Levis Jeans

DATA CODING SHEET

Q.

No

Description Var.

Scale

Var.

no.

Value Labels

1 To kno t!e fre"uenc# of

$urc!ase of %eans t!e

res$on'ents

(omina) 1 1)1Once in ! "ont#s

$)Occasionall%

!)Once in & "ont#s

')Once a %ear

2 To kno !en 'oes t!e

res$on'ent *oes to &u# %eans

(omina) 2 1)Durin( pro"otions

$)Seasonal oers

!)Not i*e+

3 +o man# $airs of LevisJeans 'oes res$on'ent !ave,

(omina) 3 a)1 b)$c)! +)"ore t#an !

4 To kno !ic! &ran' t!e

res$on'ent $refers t!e most

Or'ina) 4 1)Le,is $)-epe

!)Ne -ort ')/ran(ler

0)Lee

5 -s satisfaction affecte'

a'vertisin* an' $romotions

(omina) 5 1) es $) Cant sa%

!) No

6 .ttri&utes -nterva) 6/ 7/ 8/

9/10/11/

12/ 13/

14

1E*tre"el% +issatisie+

$So"e #at +issatisie+

!Neit#er satisie+ nor

+issatisie+'so"e #at satisie+

0e*tre"el% satisie+.

7 ankin* of features Or'ina) 15 1Durabilit% o clot#

$Durabilit% o stitc#in(

!Tren+%

'2an(e o ittin( st%les

02an(e o si3es

&2an(e o s#a+es

4Ater sales ser,ice

5A+,ertsin(

6-ro"otion8 erce$tion a&out Levis %eans (omina) 16 Open en+e+

9 sa*e frien')iness (omina) 17 1es $No

10 -ncome *rou$ -nterva) 17elo $889 888

$$889 888'889 888

!'889 888&889 888

'Abo,e &889 888

11 en'er (omina) 1:ale $;e"ale

1$ A(e (roup Or+inal 11&$0

$$&!0

!!&'0'Abo,e '0

13


14/33


Of Levis Jeans

DATA ANALSIS -LAN

"ur(ose !ariable

Information

Scale nivariate -ivaria

te

0ultivariat

e

Summary

To know

freuency of(urc$asing&eans

.ssess )on*

term $otentia)

t!rou*!

'eve)o$ment of

market

(omina) crossta

&s

com$arison &eteen

to varia&)es

simu)taneous)#

To knoww$encustomers(refer to buyevis ?eans

To remain

marketa&)e

com$etitive

(omina) crossta

&s

com$arison &eteen

to varia&)es

to know $owmany (airsyou own ofevis

Current usa*estatus

(omina) crossta&s

com$arison &eteento varia&)es

to know rankof evis

to kno

current

stan'in*s

Or'ina) rie'man

test

rankin* of

varia&)esran's

To know rankof "e(e

to kno

current

stan'in*s

Or'ina) rie'man

test

rankin* of

varia&)esran's

To know rankof >ew(ort

to kno

current

stan'in*s

Or'ina) rie'man

test

rankin* of

varia&)esran's

To know rankof Drangler

to kno

current

stan'in*s

Or'ina) rie'man

test

rankin* of

varia&)esran's

To know rankof ee

to kno

current

stan'in*s

Or'ina) rie'man

test

rankin* of

varia&)esran's

to know (ost(urc$asesatisfaction

!et!er

a'vertisin*

re"uire'

(omina) fre"uenc#

&ar c!art

com$arin* one

varia&)e *ra$!ica))#

Satisfactionof durabilityof clot$

to kno

current )eve) of

satisfaction of

res$ectivevaria&)e

(omina) factor

ana)#sis

to re'uce

unim$ortant factors

an' s!o t!e most

im$ortant onest!rou*! !i*!er

14


15/33


Of Levis Jeans

factor )oa'in*s:;


16/33


Of Levis Jeans

5

Satisfactionof range ofs$ades

to kno

current )eve) of

satisfaction of

res$ectivevaria&)e

(omina) factor

ana)#sis

to re'uce

unim$ortant factors

an' s!o t!e most

im$ortant onest!rou*! !i*!er

factor )oa'in*s:;


17/33


Of Levis Jeans

res$ective

attri&uterankin* of

varia&)es.ttri&utes

#ank of advertising

to kno

$reference of

res$ectiveattri&ute

Or'ina) rie'man

test

rankin* of

varia&)es.ttri&utes

#ank of sales(romotions

to kno

$reference of

res$ective

attri&ute

Or'ina) rie'man

test

ankin* of

varia&)es.ttri&utes

#es(ondents(erce(tionabout evis

to kno o$en)#

!o

res$on'ents

$erceive a&outLevis %eans

(omina) fre"uenc#

$ie c!art

com$arin* one

varia&)e *ra$!ica))#

Incomegrou( of res(ondents

to kno !at

income )eve)

$urc!ase Levis

%eans

(omina)

Fender ofres(ondent

'oes *en'er

affect )eve) of

satisfaction

(omina)

Age ofres(ondent

!at a*e

&racket 'oes

)evis a$$ea)

more to

(omina) crossta

&s

com$arin* to

varia&)es

simu)taneous)#

17


18/33


Of Levis Jeans

ANALYSIS AND REOMMENDATION

18


19/33


Of Levis Jeans

FINDINGS AND DATA ANALYSIS

+ollowing were t$e findings from t$e data collected +rom t$e demogra($ic cross tab analysis of $ow many (airs

of &eans does age grou( of res(ondents own it is evident

t$at t$e res(ondent of t$e age grou(s 1 G 2, and 2 G 3,

tend to own more t$an one or two (airs of &eans 8=H5. T$e

ot$er age grou(s above 2 G 3, rarely own more t$an one or

two (airs of &eans. T$erefore from t$is we get to know t$att$e (eo(le w$o regularly buy &eans belong to young

generations grou( ranging between 1 G 3,. 8#efer cross

tab >o. 1 in A((endix.5

0a&ority of res(ondents w$o own one or two (airs of &eans

tend to buy &eans twice a year 831H5. 0any of t$eres(ondents also buy &eans very occasionally 823H5. 8#efer

*ross tab >o. 2 in A((endix5.

0ost of t$e customers do not buy during (romotions.

Fenerally t$e res(ondents w$o buy occasionally or twice a

year do not buy during (romotions but go for seasonal offers823H5. 0oreover w$en t$ey buy is not fixed 83'H5.

8#efer *ross tab >o. 3 in A((endix5.

+riedman test of ranking different brands of &eans revealed

t$e res(ondents followed by ee 83.1,5 gave t$at wrangler

19


20/33


Of Levis Jeans

83.25 t$e $ig$est rank. evis t$e brand in uestion was

ranked t$ird 82.J5. 8#efer +riedman test no.15

Anot$er +riedman test of ranking different attributes of evis

&eans including advertising and sales (romotions and after

sales service was also carried out. T$e $ig$est ranked

attribute was given to durability of clot$ followed by durability

of stitc$ and range of fitting styles.

8#efer +riedman test no.25

0a&ority of t$em said t$at t$ey couldnt say w$et$er

advertising and sales (romotions affected t$eir (ost

(urc$ase satisfaction8'1H5 followed closely by t$ose to

w$om advertising and (romotions affected83JH5.8#efer

freuency table number 2 and bar c$art5

+rom t$e freuency analysis of o(en:ended uestion most

recurring ' res(onses were (ut on (ie c$art w$ic$ included

excellent fitting in style trendy and rugged. T$e to(

res(onse was excellent fitting 833H5 followed by trendy

82H5 rugged 822H5 and in style 81JH5 res(ectively. 8#efer

to freuency table no 1 7 (ie c$art5.

Even t$oug$ we $ad very less number of variables reuired

for factor analysis we did carry out factor analysis so as to

know on w$at attributes do t$ey give maximum satisfaction

factor loadings. +rom t$is we could understand t$at t$e

res(ondents were $ig$ly satisfied wit$ t$ree factors of evis

&eans. T$ese are comfort wearing 8fitting style and sies5

20


21/33


22/33


Of Levis Jeans

RECOMMENDATIONS

+rom t$e above findings and analysis following

recommendations could be drawn4 evis s$ould more aggressively ta( t$e yout$ segment

w$ic$ lies in t$e age grou( between 1:3,. T$e reason for

t$e same is evis was ranked t$ird in terms of t$e overall

brand image. Kence evis $as a sco(e to reac$ t$e to(

(osition and encas$ t$roug$ increase in sales.

Since most of customers buy twice a year 8i.e. every

mont$s5 or occasionally and t$ey are not affected by t$e

(romotions evis s$ould aggressively advertise cou(led wit$

effective sales (romotions for im(roving customer recall and

brand image.

It was also found from t$e survey t$at color range is low. T$is

also limits (reference towards evis as a brand. T$is area

s$ould be (ro(erly looked after by making available $osts of

colors.

After sales service w$ic$ is becoming t$e most critical

success factor seems to be not given due im(ortance.

"ro(er after sales service can (rovide a com(etitive edge

t$roug$ efficient customer relations$i( management.

22


23/33


Of Levis Jeans

evis is (erceived as (remium brand in India. Kence an

economy (roduct range can also ta( t$e unex(lored middle

class range.

Since evis &eans is ma&orly available in de(artmental stores

and factory outlets reac$ing t$e customer and availing $im

wit$ consumer sc$emes is difficult. India $aving a large

middle class customer grou( still being not ex(loited can be

reac$ed t$roug$ making evis &eans available at local retail

outlets.

23


24/33


Of Levis Jeans

ANNEXURE

24


25/33


Of Levis Jeans

APPENDIX

Cross ta,s

Cross ta, No-1

Age of res.o!"e!t / 0o ma!y .airs you o! of Leis Crossta,ulatio!

*ount

2, 2, 3 ,J

13 13 3 ' 33

2 3 1 1 =

1 1

' '1 6 11 1

1 : 2,

2 : 3,

3 : ',

above ',

Age of

res(ondent

Total

%ne Two T$ree

0ore t$an

t$ree

Kow many (airs you own of evis/

Total

Cross ta, No-2

0o ma!y .airs you o! of Leis / Freue!cy of .urc)ase Crossta,ulatio!

*ount

6 6 1' 1 '

6 1, 1= 1 '13 2 3 6

= 3 1 11

2 26 3' 12 1

%ne

TwoT$ree

0ore t$an t$ree

Kow many

(airs you own

of evis/

Total

Every 3

mont$s %ccasionally

Every

mont$s %nce a year

+reuency of (urc$ase

Total

Cross ta, No-3

5)e! you ,uy Leis 6ea!s / Freue!cy of .urc)ase Crossta,ulatio!

*ount

' 3 2 1 1

, 11 12 ' 32

1= 1' 2 = ,6

2 26 3' 12 1

)uring "romotions

Seasonal %ffers

>ot +ixed

D$en you

buy evis

?eans/

Total

Every 3

mont$s %ccasionally

Every

mont$s %nce a year

+reuency of (urc$ase

Total

25


26/33


Of Levis Jeans

Frie"ma! Tests of *a!7s

Frie"ma! Test No-1

*a!7s

3.2

3.1,

2.J

2.J1

2.=2

#ank of Drangler

#ank of ee

#ank of evis

#ank of >ew(ort

#ank of "e(e

0ean #ankTest Statisticsa

1

=.126

'

.12J

>

*$i:Suare

df

Asym(. Sig.

+riedman Testa.

Frie"ma! Test No-2

*a!7s

.2

,.''

,.2J

,.2

,.11

'.=

'.''

'.36

'.16

#ank of durabiity of clot$

#ank of durability of stitc$

#ank of fitting styles

#ank of sales(romotions

#ank of trendy looks

#ank of advertising

#ank of range of s$ades

#ank of range of sies

#ank of aftersales service

0ean #ank

Test Statisticsa

1

',.3=

6

.

>

*$i:Suare

df

Asym(. Sig.

+riedman Testa.

26


27/33


Of Levis Jeans

Freue!cies

Freue!cy No-1of res.o!"e!ts .erce.tio! a,out Leis

*es.o!"e!ts .erce.tio! a,out Le2is

33 33. 33. 33.

2A 2A. 2A. ,J.

1J 1J. 1J. =6.

22 22. 22. 1.

1 1. 1.

Excellent +itting

Trendy

In Style

#ugged

Total

!alid

+reuency "ercent !alid "ercent

*umulative

"ercent

Freue!cy No-2 of .ost .urc)ase satisfactio! of res.o!"e!ts )et)eraffecte" ,y a"ertisi!g a!" .romotio!s

Post .urc)ase satisfactio!

3J 3J. 3J. 3J.

'1 '1. '1. 6.

2 2. 2. 1.

1 1. 1.

Les

*ant say

>ot at all

Total

!alid

+reuency "ercent !alid "ercent

*umulative

"ercent

com$arison &eteen to varia&)es

"ost (urc$ase satisfaction

"ost (urc$ase satisfaction

>ot at all*ant sayLes

+re3uency

,

'

3

2

1

2

'13J

27

#es(ondents (erce(tion about evis

22.H

1J.H

2.H

33.H

#ugged

In Style

Trendy

Excellent +itting


28/33


Of Levis Jeans

Factor A!alysis Of Satisfactio! of 8arious Attri,utes

9(O a!" Bartlett:s Test

.==

136.61

3

.

Baiser:0eyer:%lkin 0easure of Sam(ling

Adeuacy.

A((rox. *$i:Suare

df

Sig.

-artlett9s Test of

S($ericity

Commu!alities

.2 .3J

.126 .131

.23 .2J3

.331 .'=1

.36 .''3

.3,2 .

.1J .1'

.33 .=3

.133 .1,J

Satisfaction of durability

of clot$

Satisfaction of (rice for

uality

Satisfaction of colour

range

Satisfaction of fitting styleSatisfaction of range of

sies


of stitc$

Satisfaction of was$ing

convenience

Satisfaction of range of

s$ades

Satisfaction of aftersales

service

Initial Extraction

Extraction 0et$od4 "rinci(al Axis +actoring.

Scree "lot

+actor >umber

J6=A,'321

E

ig

e

n

v

a

lu

e

3.

2.,

2.

1.,

1.

.,

.

*otate" Factor (atri+a

.,,

.,2

.=3=

.,=

.=J,

Satisfaction of fitting style

Satisfaction of range ofsies

Satisfaction of colour

range


of stitc$


of clot$

Satisfaction of (rice for

uality

Satisfaction of was$ing

convenience

Satisfaction of range of

s$ades

Satisfaction of aftersales

service

1 2 3

+actor

Extraction 0et$od4 "rinci(al Axis +actoring.

#otation 0et$od4 !arimax wit$ Baiser >ormaliation.

#otation converged in , iterations.a.

28


29/33


Of Levis Jeans

QUESTIONNAIRE

es$on'ent (o =====

>?. ?SO(>?(T/

@e stu'ents of (L >a)mia -nstitute of Aana*ement Stu'ies an' esearc! are

con'uctin* a surve# a&out t!e consumer satisfaction it! Levis Jeans )ease )et us

kno !at #ou rea))# t!ink a&out Levis Jeans )ease s$are #our va)ua&)e fe

minutes an' s!are #our fee'&ack it! us

1 +o often 'o #ou $urc!ase %eans,

a Once ever# t!ree mont!s& Occasiona))#

+reM(ur

29


30/33


Of Levis Jeans

c Once ever# 6 mont!s

' Once a #ear

2 @!en 'o #ou *enera))# &u# Levis %eans,

a >urin* $romotions& Seasona) offers

c (ot fiBe'

3 +o man# $airs of Levis %eans 'o #ou !ave,

a 1

& 2

c 3

' more t!an 3

4 ank t!e fo))oin* &ran's on a sca)e of 15 5 &ein* most $referre' an' 1)east

a Levis

& e$e

c (e ort

' @ran*)er

e Lee

5 -s #our satisfaction )eve)/ after $urc!asin* Levis %eans affecte'

a'vertisin* an' $romotion,

a es

& Cant sa#

c (ot at a))

FenMbuy

"airMno

30

evis"e(e>ew"ortDrangleree

evis"e(e>ew"ortDrangleree

Sat=)ev


31/33


Of Levis Jeans

6 +o satisfie' are #ou on t!e fo))oin* $arameters of Levis %eans,

>ura&i)it# of C)ot!

rice visDvis "ua)it#

an*e of co)ours

an*e of fittin* st#)es

an*e of siEes

>ura&i)it# of stitc!in*

@as!in* convenience

an*e of s!a'es

.fter sa)es service

7 ate t!e fo))oin* attri&utes on a sca)e of 19 in affectin* #our

'ecision makin* $rocessF 9 &ein* t!e most im$ortant an' 1 &ein* )east

.ttri&utes ate

a >ura&i)it# of c)ot!

& >ura&i)it# of stitc!in*

c Tren'# c)ot!es

' an*e of fittin* st#)es

e an*e of siEes

f an*e of s!a'es

* .fter sa)es service! .'vertisin*

i romotion

8 +o 'o #ou $erceive Levis %eans as,

===================================

9 >o #ou fin' Levis %eans usa*e frien')#,

a es

31

?Btreme)#

>issatisfie'

Some!at

>issatisfie'

(eit!er

Satisfie'

nor

>issatisfie'Some!at

Satisfie'

?Btreme)#

Satisfie'

>u=C)o

ri=Gua

Co)ours

itst#)e

SiEes

>u=stic!

@as!Con

S!a'es

.fterSa)

>uc)ot!

>ustic!

Tren'#

itst#)s

anSiEe

anS!a'

.ftrSa)e

.'vt*

romo

erceive

usa*e


32/33


Of Levis Jeans

& (o

10 -n !ic! of t!e fo))oin* fami)# income *rou$

'o #ou fa)),$er annum

a e)o 200/ 000& 200/ 000 400/ 000

c 400/ 000 H 600/ 000

' a&ove 600/ 000

11 )ease Aark #our *en'erF

a Aa)e

& ema)e

12 @!ic! a*e *rou$ 'o #ou fa)) in,

a 1625

& 2635

c 3645

' 45 an' a&ove

(ameF

.rea of resi'enceF

THAN< O=O S?(>-( O I.L.L? T-A? @? .SS? O

T+.T T+? -(OA.T-O( @-LL ? ?T CO(->?(T-.L .(> @-LL ?

S?> O .C.>?A-C OS? O(L

32

income

*en'er

a*e


33/33


Of Levis Jeans

BIBLIOGRAPHY

0arketing #esearc$: TATA 0cFraw Kill

0arketing #esearc$ G 0al$otra

0arketing 0anagement G "$ili( Botler

Internet G www.google.com

Internet G www.levis.com

Documents

Levisjeans Satisfactionlevels