“A Project REPORT ON CUSTOMER SATISFACTION”

With Special Reference to Levi’s Store on Outfits

Project Submitted

In partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

BY

MD.SHAHID MATEEN

(028-08-108)

(2008-2010)

Hyderabad presidency P.G. College

(Affiliated to Osmania University)
Approved By A.I.C.T.E.

Hyderabad, A.P.

DECLARATION

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 I hereby declare that the project work entitled “A survey of
customer satisfaction on Levi’s jeans “under Levi’s® Store has
been done by me and is my original work. It has been submitted
in partial fulfillment of the requirement for the degree of Master
of Business Administration of the Osmania University.

PLACE: Hyderabad

DATE:

MD. SHAHID MATEEN

ACKNOWLEDGEMENT

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 I gratefully acknowledge the depth owe to LEVI’s® Store, Banjara
Hills, Road no.1, Hyderabad, for having faith in me and providing me an
opportunity to work with the organization.

I would be failing in my duties if I don’t thank my ‘Project Guidance

Faculty’ Mr.Dr.Mohd.Arshad-ur-Rahman, Lecturer at Hyderabad
Presidency P.G. College and who has been a constant source of
encouragement and guide to me. And I thank all the faculty members of
Hyderabad Presidency P.G. College for their overall support and
encouragement.

Finally I would like to thank all my friends for their encouragement

and support throughout the completion of the report.

MD.SHAHID MATEEN

CONTENTS

Title Page

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 1. INTRODUCTION 6

2. OBJECTIVE OF THE STUDY 9

3. INDUSTRY PROFILE 10

4. PROFILE OF THE COMPANY 18

5. RESEARCH METHODOLOGY 23

6. DATA ANALYSIS & INTERPRETATION 26

7. CONCLUSIONS 49

8. SUGGESTIONS 51

ANNEXURE

QUESTIONNAIRE 52

BIBLIOGRAPHY 55

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 INTRODUCTION

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 Customer satisfaction may be defined as a qualitative measure
where a customer experiences various degree of satisfaction until the
performance of the product matches his expectations.

Customer satisfaction with a product depends on the products

performance relative to the buyer’s expectations. If the performance of the
product falls short of his expectations the customer is satisfied. If the
performance of the product exceeds his expectations the consumer is
highly satisfied. Customer satisfaction can be achieved through quality,
value and service.

Satisfaction is the consumer’s fulfillment response. It is a judgment

that a product or service feature, or the product or service itself, provides a
pleasurable level of consumption-related fulfillment. In less technical
terms, we translate this definition to mean that satisfaction is the
customer’s evaluation of product or service has met their needs and
expectations with the product or service.

In addition to a sense of fulfillment in the knowledge that one’s

needs have been met, satisfaction can also be related to other type of
feelings, depending on the particular context or type of service.

For example, satisfaction can be viewed as contentment – more of a

passive response that consumer may associate with service they don’t think
a lot about product that they receive routinely overtime. Satisfaction may
also be associated with feelings of pleasure for services that make
consumer feel good or are associated with a sense of happiness. For those
services that really surprise the consumer in a positive way, satisfaction
may mean delight.

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 And in some situations, where the removal of a negative leads to
satisfaction, the consumer may associate a sense of relief with satisfaction.
It is also important to recognize that although we tend to measure
consumer satisfaction at a particular point in time as if it were static,
satisfaction is dynamic, moving target that may evolve overtime,
influenced by a variety of factors.

Particularly when product usage or the service experience takes place

overtime, satisfaction may be highly variable depending on which point in
the usage or experience cycle one is focusing on. Similarly, in the case of
every new service or a service not previously experienced, customer
expectations may be barely forming at the point of initial purchase; there
expectations will solidity as the process unfolds and consumer begins to
form his or her perception.

Through the service cycle the consumer may have a variety of different
experiences – some good, some not good – and each will ultimately impact
satisfaction.

Customer satisfaction is influenced by specific product or service

feature and by perception of quality as suggested. Satisfaction is also
influenced by customer’s emotional responses, their attributions, and their
perceptions of equity. Customer satisfaction with a product or service is
influenced by significantly by the customer’s evaluation of service features.

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 Research has shown that customer service will make trade-offs
among different service features (for example, price level versus quality
versus friendliness of personal versus level of customization), depending
on the type of service being evaluated and the criticality of service.

Customer’ emotion can also affect their perceptions of satisfaction

with products and services. These emotions can be stable, preexisting
emotions.

The word "jeans" comes from the French phrase bleu de Gênes, literally
the blue of  Genoa. Jeans fabric, or denim, originated independently in two
places: the French town of Nîmes, from which 'denim' (de Nîmes) gets its
name; and in India, where trousers made of denim material were worn by
the sailors of Dhunga, which came to be known as dungarees.

Jeans come in various types, for

example, skinny jeans, boot cut, or flare. Jeansare now a very popular form
of casual dress around the...

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 OBJECTIVE OF THE STUDY

Main objective

The study is undertaken to analyze the customer’s satisfaction on

Levi’s jeans.

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Special objective

1. To find the age group, educational background,

occupation/profession And income level of the respondents.

2. To know the personnel choice of outfits of the respondents apart

from the present style.

3. To find the respondents reasons for purchasing the Levi’s outfits.

4. To know the respondents opinion on the quality of Levi’s jeans.

5. To find the rating respondents give each factor while purchasing pair
of outfits.

6. To study which media is influenced the customer while purchasing

the outfits.

7. To study customer’s attitude towards price of Levi’s outfits.

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 INDUSTRY PROFILE

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Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & Co. is
one of the world's largest brand-name apparel marketers with sales in
more than 110 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.

Levi Strauss & Co. is privately held by descendants of the family of Levi
Strauss. Shares of company stock are not publicly traded. Shares of Levi
Strauss Japan K.K., our Japanese affiliate, are publicly traded in Japan.

We employ a staff of approximately 10,000 worldwide, including

approximately 1,010 at our San Francisco, California Headquarters

 HISTORY

1853- Levi Strauss arrives in San Francisco and opens a

wholesale dry goods business, selling clothing, blankets, handkerchiefs,
etc. to small general stores throughout the American West.

1872- Jacob Davis, a Reno Nevada tailor, writes to Levi Strauss,

telling him about the process he invented to rivet the pocket corners on
men’s pants to make them stronger. He suggests the two men take out a
patent on the process together and Levi agrees.

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1873- Levi Strauss & Jacob Davis are granted a patent on the
process of riveting pants by the U.S. Patent and Trademark Office on May
20. It is patent number 139,121 and this is the invention of the blue jean.

1886- The Two Horse brand leather patch is first used on the
waist overalls. Its purpose as to demonstrate the strength of the pants and
reinforce our status as the originator of patent riveted clothing. We know
that the patent would go into the public domain around 1890 and decided
to reinforce our message of originality and strength graphically. There may
also have been a tradition of some sort of patch on men’s work wear at this
time, but this has been hard to research.

1890- The rivet patent goes into the public domain, so that Levi
Strauss & Co. is no longer the exclusive manufacturer of riveted clothing.

1901- The pants – now just called “overalls” – now have two
back pockets. It’s likely we added this additional pocket due to consumer
requests or changes in men’s fashions at the time.

1902- Levi Strauss dies at the age of 73. His nephews take over
the business; their descendants still run the company today.

1906- The San Francisco earthquake and fire destroys the

headquarters and factories of Levi Strauss & Co.

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A new factory is built at 250 Valencia Street in San Francisco and opens in
November.

1910s- Sometime during this decade the jeans are sewn with a
felled inseam. Prior to this time the inseam was “mock” felled.

1915- The overalls win a “Highest Award” at the Panama-Pacific

International Exposition in San Francisco. LS&CO. begins to buy denim
from Cone Mills in Greebsboro, North Carolina.

1922- Belt loops are added to the overalls, but the suspender
buttons are still retained. The cinch is also still used on the pants, but some
men cut if off in order to wear the overalls with a belt. Again, the addition
of belt loops was in response to changes in men’s fashions and our
understanding of what consumer’s wanted. LS&CO. now buys its denim
exclusively from Cone Mills.

1927- Cone Mills develops the 10 oz. Red selvage denim

exclusively for the 501 jeans. The denim is woven in 29” wide looms.

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1936- The red Tab is first placed onto the right back pocket of
the overalls. The word “Levi’s is stitched in white in all capital letters on
one side only. The Tab is created to differentiate Levi’s overalls from the
many competitors in the marketplace who were using dark denim and an
arcuate stitch. We had not yet trademarked the Arcuate so other companies
were using it in direct imitation of us.

1937- The back pockets on the overalls are sewn so that they
cover the rivets. This is in response to consumers who complained that the
rivets scratched furniture and saddles. The suspender buttons are removed
from the overalls. Consumers are given snap-on buttons in case they still
want to wear suspenders.

World War II- Changes are made to the overalls in order to confirm to
rules set by the war production board for the conservation of raw
materials. The crotch rivet, watch pocket rivets and back cinch are removed
to save fabric and metal. The Arcuate stitching design is removed as the
thread is decorative only and not vital to the usefulness of the garment. In
order to keep the design on the pants, LS&CO. sewing machine operators
paint it on each pair.

1943- The Arcuate stitching design is registered as a trademark.

1947- The post-war version of the 501 jeans starts coming off the
production line. The cinch is gone forever, the rivets are put back on the

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watch pocket and the Arcuate is now stitched with a doubled-needle
machine which gives it the “diamond” shape at the point where the two
lines of stitching meet. This creates the uniform look of the Arcuate, which
is in contrast to previous years, when the single needle application gave
each arcuate design a unique appearance, depending on the skill of the
operator.

Early 1950s- The word LEVI’S is now stitched on both sides of the red
tab. We are not sure why this was done.

1954- A zippered version of the overalls is introduced and

named 501Z. This was introduced as we had begun selling our products on
the East Coast of the United States and many people were unfamiliar with
the button fly.

Late 1950s- The leather patch is replaced by a two Horse patch made
of heavy-duty car stock, known as the “leather like.” This is due to fact that
the company was selling products nationally, and it was becoming more
expensive to use leather. Also, the newer automatic washing machines
were very hard on the real thing.

1960- The word “overalls” is replaced by the word “jeans” ion

advertising and on packaging. We had made other products in the past
which we called “jeans”(specifically, denim pants for boys in the 1930s)but

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our top of the line “overalls” – 501jeans – did not get this name teenagers
began calling the product “jeans” in the 1950s.

1961- Pre-shrunk Levi’s jeans are introduced.

1964- The jeans became part of the permanent collections of the

Smithsonian Institution in Washington, D.C.

1966- The first television commercial for Levi’s jeans is aired.

The rivets are removed from the back pockets and replaced with bar
tacking. This is due to the fact that the strong rivets eventually wore
through the denim, exposing them and causing the problems that led to
their being covered back in 1937; scratching furniture.

1971- The word “Levi’s on the red Tab device is now stitched in
white with a capital “L” only; the “E” looks like it changed, leading to the
vintage clothing concept of “Big E” and “little e.” This was done to conform
to the company’s new house mark – the “batwing” – which was adopted in
1967 and in which the word “Levi’s” is meant to be the proper name of our
founder, Levi Strauss.

1981- 501jeans for women are introduced, with the airing of the
famous “Travis” television commercial.

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1983- Cone Mills begins to introduce XXX denim through the
use of 60” wide looms.

1984- The renowned “501 Blues” television advertising

campaign is launched at the summer Olympic Games in Los Angeles.

1985- LS&CO. wins the Governor’s Committee

Media/Advertising Award from the New York State Office of Advocates
for the Disabled, for its positive portrayals of disabled people in the “501
Blues” television ads.

1986- The first in a series of innovative television commercials

for the 501jeans airs in Europe. These commercials feature classic American
rock music mixed with nostalgia and romance.

1992- Due to the interest in “vintage” Levi’s jeans on the part of

consumers worldwide, LS&CO. introduces the “Capital E” jeans in the

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United States. This also follows on the success of the vintage model created
earlier by Levi Strauss Japan.

1993- Levi Strauss & Co. sponsors the “Send Them Home
Search,” a contest to find the oldest pair of Levi’s jeans in the United States.
The winning pair dates to the late 1920s.

1996- Building on the success of the Capital E product, a new

series of vintage reproductions – called the Levi’s Vintage Clothing line – is
introduced in stores worldwide.

1997- LS&CO. buys a pair of c1890 501jeans for $25000.

1998- The Levi’s 501jeans celebrated 125 years of originality.

2003- LS&CO. celebrates the 130th anniversary of the invention

of the blue jean.

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 COMPANY PROFILE

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Levi Strauss & Co., the world's largest brand-name apparel manufacturer,
gave the world blue jeans and grew enormously rich on this piece of U.S.
culture. Indeed, around the world the name of the company's founder has
grown to be synonymous with the pants he invented: Levi's. Levi Strauss
markets apparel in more than 60 countries and it has 53 production
facilities and 32 customer service centers in 49 countries.

The company operates wholly owned businesses in most

European countries, in South Africa, Australia, Japan, Hong Kong, India,
The Philippines, Malaysia, New Zealand, South Korea, Taiwan, Brazil and
Argentina, and operates through joint ventures and licensing agreements
in a host of other countries. Besides its well-known Levi's brand products,
the company markets clothing and accessories under the brand names
Dockers, Britannia, and Slates.

Levi Strauss & Co. (LS&CO.) strives to provide the world's casual
workday wardrobe, inside and out. LS&CO., a top manufacturer of brand-
name clothing globally, sells jeans and sportswear under the Levi's,
Dockers, and Levi Strauss Signature names in more than 110 countries. It
also markets men's and women's underwear and loungewear. Levi's jeans
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 -- department store staples -- were once the uniform of American youth,
but LS&CO. has been working to reconnect with the niche and expand
outside the US. It has transformed its products portfolio to include wrinkle-
free and stain-resistant fabrics used in making some of its Levi's and
Dockers slacks. The Haas family (relatives of founder Levi Strauss) owns
LS&CO.

VALUES AND VISION

VALUES

Our values are fundamental to our success. They are the foundation of our
company, define who we are and set us apart from the competition. They
underlie our vision of the future, our business strategies and our decisions,
actions and behaviors. We live by them. They endure.

Four core values are at the heart of Levi Strauss & Co.: Empathy,
Originality, Integrity and Courage. These four values are linked. As we
look at our history, we see a story of how our core values work together
and are the source of our success.

Empathy—Walking in Other People's Shoes

Empathy begins with listening ... paying close attention to the world
around us ... understanding, appreciating and meeting the needs of those
we serve, including consumers, retail customers, shareholders and each
other as employees.

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 Levi Strauss and Jacob Davis listened. Jacob was the tailor who in the early
1870s first fashioned heavy cotton cloth, thread and metal rivets into sturdy
"waist overalls" for miners seeking durable work pants. Levi in turn met
Jacob's needs for patenting and mass production of the product,
enthusiastically embracing the idea and bringing it to life. The rest is
history: The two created what would become the most popular clothing in
the world — blue jeans.

Our history is filled with relevant examples of paying attention to the

world around us. We listened. We innovated. We responded.

 As early as 1926 in the United States, the company advertised in

Spanish, Portuguese and Chinese, reaching out to specific groups of
often-neglected consumers.

 In the 1930s, consumers complained that the metal rivets on the back
pockets of our jeans tended to scratch furniture, saddles and car seats. So
we redesigned the way the pockets were sewn, placing the rivets
underneath the fabric.

 In 1982, a group of company employees asked senior management

for help in increasing awareness of a new and deadly disease affecting
their lives. We quickly became a business leader in promoting AIDS
awareness and education.

We are market driven, which means that we walk in our consumers' shoes.
In the company's early years, that meant making durable clothes for
workers in the American West. Now, it means anticipating the casual
clothing needs of a broad range of consumers around the world.

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Understanding and appreciating needs — consumer insight — is central to
our commercial success.

Being empathetic also means that we are inclusive. Levi Strauss' sturdy
work pants are sold worldwide in more than 110 countries. Their
popularity is based on their egalitarian appeal and originality. They
transcend cultural boundaries. Levi's® jeans — the pants without pretense
— are not just for any one part of society. Everyone wears them.

Inclusiveness underlies our consumer marketing beliefs and way of doing

business. We bring our Levi's®, Dockers® and Signature by Levi Strauss &
Co. ™ brands to consumers of all ages and lifestyles around the world. We
reflect the diverse world we serve through the range and relevancy of our
products and the way we market them.

VISION

The story of Levi Strauss & Co. and our brands is filled with examples of
the key role our values have played in meeting consumer needs. Likewise,
our brands embody many of the core values that our consumers live by.
This is why our brands have stood the test of time.

Generations of people have worn our products as a symbol of

freedom and self-expression in the face of adversity, challenge and social
change. They forged a new territory called the American West.

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They fought in wars for peace. They instigated counterculture revolutions.
They tore down the Berlin Wall. Reverent, irreverent — they all took a
stand.

Indeed, it is this special relationship between our values, our consumers

and our brands that is the basis of our success and drives our core purpose.
It is the foundation of who we are and what we want to become:

People love our clothes and trust our company.

We will market and distribute the most appealing and widely worn
apparel brands.

Our products define quality, style and function.

We will clothe the world.

BOARD
Chairman: Richard L. Kauffman
Chairman Emeritus: Robert D. (Bob) Haas
President, CEO, and Director: R. John Anderson

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 RESEARCH METHODOLOGY

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Research Design

The study that has been carried out is Conclusive in nature. It

describes the expectations, attitudes, opinion, views and level of
satisfaction among the customers with reference to LEVI’s STORE.

Data collection is most essential aspect of any research because the

whole result of research depends on the data and information hence, the
methodology adopted by me to collect the data and final interpretation
were through.

Survey Research

This kind of research finds favor with almost all the social science
researches. It is one of the most popular methods of investigation, because
a study of the attributes and variables in relation to the population (the
entire group of people, inhabitant, items etc.) under study is easier and is
more accurate.

It suffers from a negligible magnitude of error. Now-a-days

sample survey has become an effective method of research. This is possible
with the help of personal interviews which are backed by questionnaires.
Direct oral observations, indirect oral observations etc.

Data Collection Technique

Primary source of data: Primary data are those that are collected for
the first time. It offers much greater accuracy and reliability it is personally

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developed. It gives latest information. Data was collected with the help of
personal interviews and the research instrument used for this purpose was
a questionnaires.

Secondary source of data: Secondary data are those data, which are
collected by somebody else and made available in Journals, Periodicals,
Government report etc, it already exist. It must be relevant to the research
under study, it is ready available for processing, and it saves time. It is
cheaper source of data. It may have bias.

Research Instrument: For the collection of data questionnaire was used as

research instrument. A structural questionnaire with multiple choices,
open ended questionnaire is used for the study.

The open ended questions are kept very least so as to keep the response
rate high. The questionnaire is undisguised and personally on the sample
of respondents.

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Sampling Design

A sample of 120 respondents is selected by judgmental sampling method.

A respondent is any person who visits Levi’s Store to purchase outfits.

A judgmental is used, as the respondents should be Levi’s Customer only.

Analysis Used

The data collected through questionnaire was tabulated and analyzed

using basic statistical method percentages.

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 DATA ANALYSIS & INTERPRETATION

Table No.1

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  Preference to Buy Levi’s clothes based on Occupation

Profession Jeans % T-shirts % Shoes %

Student 11 18.33 13 32.5 9 60
Employee 25 41.66 12 30 4 26.66
Businessme 18 30 11 27.5 7 35
n
Others 6 10 4 10 0 0
Total 60 100 40 100 20 100

Interpretation:
The Persons who are using Jeans, 18.33% of customers are student,
41.66% of customers are employees, and 30% of customers are
businessmen and 6% of the remaining customers.
The Persons who are using T-shirts, 32.5% of customers are student,
30% of customers are employees, and 27.5% of customers are
businessmen and 10% of the remaining customers.
The Persons who are using Shoes, 60% of customers are student,
26.66% of customers are employees, and 35% of customers are
businessmen and 0% of the remaining customers.

Fig No.1

 Preference to Buy Levi’s clothes based on Occupation

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 70

60

50
Student
40 Employee

30 Businessmen
Others
20

10

0
Jeans % T-shirts % Shoes %

Table No.2

 Customer preference

Products No. Of Respondents Percentages

Jeans 64 53.33
T-shirts 52 43.34
Shoes 04 03.33
Total 120 100

Interpretation:
 The highest number of Customers purchased Jeans that is
53.33%.

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  Customers who purchased T-shirts are 43.33%.
 The Lowest numbers of buyers are for shoes that is 3.33%.

Fig No.2

 Customer preference on products.

70

60

50
Jeans
40
T-shirts
Prod
ucts

30 Shoes

20

10

0
No. of respondents

Table N0.3

 Royal Customers Normally Shop at

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 Stores No. of Respondents Percentages
Levi’s Store 37 30.83
Pantaloons 26 21.66
Arrows 29 24.17
Koutons 28 23.33
Total 120 100

Interpretation:
A majority of customer replied that they prefer Levi’s that is
30.8%.
Some of the customer said their choice is Pantaloons that is
21.66%.
Few of the customers go to Arrows for shopping that is 24.16%.
There are customers who buy from Koutons and their
percentage is 23.33%.

Fig No.3

 Royal Customers Normally Shop at

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 40
35
30
25
Stores

20 No. of Respondents
15
10
5
0

No.of Respondents

Table No.4

 Brand preference

Brands No. Of Respondents Percentages

Levi’s® 45 37.50
Dockers® 38 31.67
Levi Strauss Signature® 37 30.83
Total 120 100

Interpretation:

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  Most of the customer preferred Levi’s Brand that is 37.5%.
 Among 120 customers few of them are users of Dockers Brand
that is 31.66%.
 30.83% of the customers are users of Levi Strauss Signature
Brand, as Levi’s provide variety of brands for the customer
satisfaction.

Fig No.4

 Brand preference

Brand Preference

Levi’s®
Dockers®
Levi Strauss Signature®

Table No.5

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  Type of Jeans the buyer wishes to purchase

Jeans Type No. Of Respondents Percentages

Ankle Jeans 13 10.83
Jeggings 12 10
Carpenter jeans 09 7.5
Skinny 11 9.16
Baggy jeans 15 12.5
Carrot Shape 10 8.33
Sagging 05 4.16
Low-rise jeans 08 6.66
whichever suits me 37 30.83
Total 120 100

Interpretation:

Customer’s choice differs from individual to individual. Ankel Jeans

are preferred by 10.83% of customers.
10% of customers choose to buy Jeggings from Levi’s Store.
Carpenter Jeans do have a craze among the customers that is 7.5%.
The buyers of Skinny Jeans from Levi’s are 9.16%.
Customers go according to the current style; few of customers who
are interested in buying Baggy Jeans are 12.5%.
8.33% of customers among 120 sample population have gone for
Carrot Shape Jeans.
The lowest is the buyer of Sagging that is 4.16% from the Levi’s Store.
Low-rise Jeans have 6.66% of customers among 120 respondents.
Remaining customers replied that they go for that Jeans which suits
best to them that is 30.83%.

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Fig No.5

 Type of Jeans the buyer wishes to purchase

Jeans Type

Ankle Jeans

Jeggings

Carpenter jeans

Skinny

Baggy jeans

Carrot Shape

Sagging

Low-rise jeans

whichever suits me

Table No.6

 Size of Jeans purchased by Customer.

Size of Jeans No. Of Respondents Percentages

L29/30 43 35.83
L26/28 38 31.66
L30/32 39 32.5
Total 120 100

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 Interpretation:
o Size of jeans vary from customer to customer, therefore leg
length of L29/30 is 35.83%.
o Customers whose leg length is L26/28 are 31.66%.
o Among 120 respondents 32.5% of customers are of leg length
L30/32.

Fig No.6

 Size of Jeans purchased by Customer.

No. Of Respondents

L29/30
L26/28
L30/32

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Table No.7

 Amount paid by customer on an average.

Amount paid(Rs) No. Of Respondents Percentages

900-1000 47 39.16
1000-1200 38 31.66
Above 1200 35 29.16
Total 120 100

Interpretation:

The group of customers is willing to pay between Rs. 900-1000 and

their percentage is 39.16%.
The customers like Businessmen, Employees are willing to purchase
in between Rs.1000-1200 that is 31.66%.
Others are ready to pay above Rs.1200 and their percentage is 29.17%.

Fig No.7

 Amount paid by customer on an average.

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 900-1000
1000-1200
Above 1200

Table No.8

Willing to pay for Perfect fit.

Amount paid(Rs) No. Of Respondents Percentages

1000-1200 33 27.5
1200-1400 48 40
Above 1500 39 32.5
Total 120 100

Interpretation:

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 Customers look for the best fit jeans which are 27.5% of 120
respondents to pay between Rs.1000-1200.
Most of customers are ready to pay between Rs.1200-1400 that is 40%
of respondents.
Above Rs.1500 are the Royal customers who can afford the Price for
the best fit size that is 32.5%.

Fig No.8

Willing to pay for Perfect fit.

No. Of Respondents

1000-1200
1200-1400
Above 1500

Levi’s ® Store Page 42

Table No.9

How often the customer buys jeans.

Duration No. Of Respondents Percentages

Every Second Month 36 30
Every Month 15 12.5
Occasionally 69 57.5
Total 120 100

Interpretation:

Customers usually purchased Jeans on Festivals, Parties, and

Marriages but there are customers who are interested in buying
clothe every second month that is 30%.
12.5% of respondents show interest in purchasing jeans every month.
Maximum number of customer say that they buy occasionally and
therefore their percentage is 57.5%.

Levi’s ® Store Page 43

Fig No.9

How often the customer buys jeans.

Every Second Month

Every Month
Occasionally

Table No.10

Buying online Vs Store.

Medium of Buying No. Of Respondents Percentages

Online Buying 09 7.5
Store 111 92.5
Total 120 100

Levi’s ® Store Page 44

Interpretation:

Online buyers are very few as there are chances of getting the size
and design that do not suit them and their percentage is 7.5%.
Many of the respondents answered that it is quite satisfactory buying
from store as they will be provided by various models and design in
jeans that is 92.5%.

Fig No.10

Buying online Vs Store.

No. Of Respondents

Online Buying
Store

Levi’s ® Store Page 45

Table No.11

 Usage of Jeans.

Usage No. Of Respondents Percentages

Sometimes 24 20
Most of the time 59 49.16
Rarely 37 30.83
Total 120 100

Interpretation:

 Customers use jeans depending upon their interest that is 20%

among 120 respondents.
 Students use jeans when they go out and therefore their percentage is
the highest among all respondents that is 49.17%.
 The respondents who prefer to wear jeans rarely are 30.83% of
respondents.

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Fig No.11

 Usage of Jeans by Customers.

No. Of Respondents

Sometimes
Most of the time
Rarely

Table No.12

 Opinion of customer about Levi’s Service.

Levi’s Service No. Of Respondents Percentages

Good 36 30
Satisfactory 36 30
Excellent 48 40
Total 120 100

Levi’s ® Store Page 47

Interpretation:

o Providing good service is the Levi’s basic goal and therefore it

achieves 30% among 120 respondents.
o Equal number of customers found it satisfactory that is also 30%.
o Maximum number of respondents replied they are being served
excellent compared other shopping Stores that is 40%.

Fig No.12

 Opinion of customer about Levi’s Service.

No. Of Respondents

Good
Satisfactory
Excellent

Levi’s ® Store Page 48

Table NO.13

 Any time exchanged due to damage in jeans.

No. Of Respondents
YES 1
NO 119
Total 120

Interpretation:

 Majority of respondents that is 99.17% said No and only 0.83% of

respondents found the need to exchange due to damage in pair.

Fig No.13

 Any time exchanged due to damage in jeans.

Levi’s ® Store Page 49

 No. Of Respondents

YES
NO

Table No.14

 Levi’s Quality of clothes.

Quality rate No. Of Respondents Percentages

Satisfied 25 20.83
Fully satisfied 90 75
Partially satisfied 05 4.16
Total 120 100
Interpretation:

 Levi’s brands are quality masters, they believe in originality and

therefore 75% of respondents are fully satisfied whereas 20.84% of
respondents are Satisfied and least number that is 4.17% of customers
are partially satisfied.

Levi’s ® Store Page 50

Fig No.14

 Levi’s Quality of clothes.

No. Of Respondents

Satisfied
Fully satisfied
Partially satisfied

Table No.15

 Media influence on Customer to buy Products from Levi’s.

Media No. Of Respondents Percentages

Friends 29 24.16
Internet 32 26.66
Magazine 19 15.83
Other source 40 33.34
Total 120 100

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Interpretation:

Lot of respondents comes to know about Levi’s Store from other

resources like Newspaper, Television etc. that is 33.34%.
Internet attracts sufficient amount of customers towards Levi’s Brand
is 26.66%.
Few of respondents attracted through Magazine ads and their
percentage is 15.84% and 24.16% of customers are influenced by their
friends.

Fig No.15

 Media influence on Customer to buy Products from Levi’s.

Levi’s ® Store Page 52

 No. Of Respondents

Friends
Internet
Magazine
Other source

Table No.16

Recommendation to others to buy clothes from Levi’s Store.

No. Of Respondents
YES 105
NO 15
Total 120

Interpretation:

Levi’s ® Store Page 53

  Those customers who are satisfied fully promote others to Levi’s that
are 87.5% whereas remaining 12.5% who are partially satisfied by the
service and product do not promote the product.

Fig No.16

Recommendation to others to buy clothes from Levi’s Store.

No. Of Respondents

YES
NO

Levi’s ® Store Page 54

 CONCLUSIONS

Conclusions:

Levi’s ® Store Page 55

  The highest number of Customers purchased Jeans that is
53.33%.
 Customers who purchased T-shirts are 43.33%.
 The Lowest numbers of buyers are for shoes that is 3.33%.
 Most of the customer preferred Levi’s Brand that is 37.5%.
 Among 120 customers few of them are users of Dockers Brand
that is 31.66%.

 30.83% of the customers are users of Levi Strauss Signature

Brand, as Levi’s provide variety of brands for the customer
satisfaction.
 Size of jeans vary from customer to customer, therefore leg
length of L29/30 is 35.83%.
 Customers whose leg length is L26/28 are 31.66%.
 Among 120 respondents 32.5% of customers are of leg length
L30/32.

 The group of customers is willing to pay between Rs. 900-1000

and their percentage is 39.16%.
 The customers like Businessmen, Employees are willing to
purchase in between Rs.1000-1200 that is 31.66%.
 Others are ready to pay above Rs.1200 and their percentage is
29.17%.
 Customers usually purchased Jeans on Festivals, Parties, and
Marriages but there are customers who are interested in buying
clothe every second month that is 30%.

 12.5% of respondents show interest in purchasing jeans every

month.

Levi’s ® Store Page 56

  Maximum number of customer say that they buy occasionally
and therefore their percentage is 57.5%.
 Online buyers are very few as there are chances of getting the
size and design that do not suit them and their percentage is
7.5%.

 Many of the respondents answered that it is quite satisfactory

buying from store as they will be provided by various models
and design in jeans that is 92.5%.

 Providing good service is the Levi’s basic goal and therefore it

achieves 30% among 120 respondents.
 Equal number of customers found it satisfactory that is also
30%.
 Maximum number of respondents replied they are being
served excellent compared other shopping Stores that is 40%.

 Levi’s brands are quality masters, they believe in originality

and therefore 75% of respondents are fully satisfied whereas
20.84% of respondents are Satisfied and least number that is
4.17% of customers are partially satisfied.

Levi’s ® Store Page 57

 SUGGESTIONS

1. Make customers satisfy on all angles.

Levi’s ® Store Page 58
 2. Maintain attractive clothings.

3. Improve good relationship with customers.

4. Respond to customers when they enter the Store.

5. Try to sell the products that should be reasonable to customer.

6. Offer discounts on purchasing items.

7. Never argue with customer.

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 QUESTIONNAIRE

Customer Satisfaction – Survey on Levi’s outfits with special reference to

LEVI’S® STORE.

Customer Profile

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Name: Age:

Profession: Income:

Address: Cell No:

Outfits Profile

1. What do you prefer to buy the most from Levi’s Store?

Jeans T-shirts Shoes

2. Where do you normally shop for your jeans?

Levi’s Store Pantaloons Arrows Koutons

3. Which brand of Levi’s you prefer to buy?

Levi’s® Dockers® Levi Strauss Signature®

4. Which style of jeans do you prefer in Levi’s Store?

Ankle Jeans Jeggings Carpenter jeans

Skinny Baggy jeans Carrot Shape
Sagging Low-rise jeans whichever suits me

5. What leg length do you wear in jeans?

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L29/30 L26/28 L30/32

6. How much do you pay for your jeans on average?

Rs.900-1000 Rs.1000-1200 above Rs.1200

7. How much are you willing to pay for a ‘perfect fit’?

Rs.1000-1200 Rs.1200-1400 above Rs.1500

8. How often do you buy a new pair of jeans?

Every second month Every month Occasionally

9. Do you shop for jeans online or in-store?

Online Store

10. Do you wear jeans as an everyday casual item, as well as when you go
out?

Sometimes Most of the time rarely

11. What is your opinion about the service provided by Levi’s Store?

Good Satisfactory Excellent

Levi’s ® Store Page 62

12. Do you find a need to exchange/Return the dress purchased from
Levi’s?

YES NO

13. How do you look at the Quality of Levi’s clothes?

Satisfied Fully Satisfied Partially Satisfied

14. How do you come to Know about Levi’s Store?

Friends Internet Magazine Other Source

15. Do you recommend the Levi’s Jeans to Others?

YES NO

Levi’s ® Store Page 63

 BIBLIOGRAPHY

Text Books:

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 S.No. Author’s Name Name of book Publication Year
1 Tull & Hawkins Marketing Research Sultan Chand & 1998
sons
2 Shiffman & Kanuk Consumer Tata McGraw- 1997
Hill

Website:

www.Levistrauss.com
www.Levi.com

Levi’s ® Store Page 65