A PROJECT ON

Consumer preference towards levi’s jeans

SUBMITTED BY
MOHD YASIN RASHID KHAN

FOR THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES
(SEMESTER- V)
UNIVERSITY OF MUMBAI

UNDER THE GUIDANCE OF

M/S SIMMY JAIN

S.K. COLLEGE OF SCIENCE AND COMMERCE

NERUL-EAST, NAVI MUMBAI -400706
ACADEMIC YEAR
2017-2018
 A PROJECT ON
CONSUMER PREFERNENCE TOWARDS LEVI’S JEANS

UNIVERSITY OF MUMBAI

SUBMITTED BY PROJECT GUIDE

YASIN KHAN M/s. SIMMY JAIN
Student registration no. 2015030096

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE

OF “BACHELOR OF MANAGEMENT STUDIES TYMBS”
SEMESTER –V

S.K. COLLEGE OF SCIENCE AND COMMERCE NERUL,

NAVI MUMBAI-400706
COLLEGE CODE-874
 DECLARATION

I MOHD YASIN KHAN student of Third Year BMS of SK College of Science

and commerce (Nerul-East) declare that I have completed the project on the
consumer preference towards levis jeans in the academic year 2017-2018 as per
requirement of Mumbai University as a part of Bachelor in Management
Studies (BMS) Programme. The information presented in this project is
accurate and original to the best of my knowledge

Date:
Place:
Name & sign of student
 ACKNOWLEDGEMENT

I, Mr. MOHD YASIN RASHID KHAN would take this opportunity to

thank university of Mumbai for providing me an opportunity to study on
CONSUMER PREFERNENCE TOWARDS LEVIS JEANS.; this has been an
enormous learning experience.
I would like to acknowledge and thank people who made this project work
possible, M/s. SIMMY JAIN Who has been guiding force to me while doing
this project and the teaching staff of my college, friends for providing their help
as when require to complete this project. Without their support and
encouragement, making this report would have been impossible for me.
I would also like to thank the respondent who provided me their best knowledge
and co-operation throughout the project

Name & sign of student

SR NO DESCPRIPTION PAGE NO

1 CHAPTER-1
INTRODUCTION
1.1 Executive Summary
1.2 Purpose of Study
1.3 Scope and Limitation

2 CHAPTER-2
LITERATURE REVIEW
2.1 About industry
2.2 About the Company
2.3 SWOT Analysis

3 CHAPTER-3
RESEARCH DESIGN
3.1 Types of research
3.2 Research Method
3.3 Life Type of Data
3.4 Sample size
3.5 Sample Method
3.6 Collection of Data Method
4 CHAPTER-4
DATA INTERPRETATION
Questionnaires and Graphs

5 FINDINGS

6 CONCLUSION

7 RECOMMENDATION AND SUGGESTIONS

8 ANNEXURE: QUESTIONNAIRE

9 BIBLIOGRAPHY
 CHAPTER-1
INTRODUCTION

1.1EXECUTIVE SUMMARY
Levi strauss and co. Is a privately held company owned by the family of its founder,levi’s
strauss. 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 arrange of mens, womens
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. The
company has four major brand levi’s,dockers,levi strauss signature and denizen.
Even though levi’s brand image is very strong, it cannot maintain its brand image any more
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. Its competitors iñcluding lee,wrangler,calvin klien 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 as a mature industry with numerous competitors.
The competitors offer similar products and services that levi can produced. Therefore,
product differentiation will be the key issue in order to increase the perceived value of the
new product.
Levi strauss & co. (lS&CO.) is one of the worlds 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 today, the levi’s trademark is one of the most
recognize in the world and is registered in more than 160 countries. The company is privately
held by descendants of the family of levi strauss. Shares of company stock are not publically
traded.
The company employs a staff of approximately 15000 people worldwide including
approximately 1000 people at its san francisco, california headquarters. Levi strauss & co
currently makes jeans in approximately 108 sizes and 20 finish fabrics. With 2014 net sales
$4.75 billion, the company is committed to building upon strong heritage and brand equity as
they position the company for future growth. There are more tha 60000 retail store world
which include 2800 franchised store nad also 530 company-operated stores around the world.
The company is privately owned by the family of levis strauss.

Levi Strauss & Co. has been innovating since the birth of the first pair of jeans in
1873. Throughout our long history, we’ve inspired change in the marketplace, the
workplace and the world. We invite you to take a look at our proud heritage in this
timeline
PURPOSE/OBJECTIVE OF THE STUDY

● To understand the perception of the customer towards levis jeans

company.
● To study the customer preference for the products of Levi’s.
● To study and measure the satisfaction level of levis jeans user
● To measure the level of satisfaction of the brand from its
competitors.
 Scope.
In the of research scope and limitation refers to parameters that prevents
researchers from pursuing further due to the time and budgetary constraints
scope this project is to clearly know about the area covered by the levi’s.
Which are targeted audiences and how the company and its promotion activity
have positioned the brand in the mind of people.
To study the Descriptive research from various dimensions.
Types of data collection method is primary universe of study
The group of area which I selected for research in Nerul Navi Mumbai
Sample randomly – 70 peoples selected from universe for study
Sample unit – customer
Statistical method used for analysis – table and graphs/ charts

LIMITATION:-
While surveying I encounter with some problems like:-
I. Many of the respondent were not willing to fill the questionnaires
II. Some people were not willing to respond and few of them who responded
were in hurry hence the active participation was lacking. Due to which I
faced difficulties in collecting information regarding my questionnaires
III. Another problem which I faced was that people were hesitating to give
information about their view freely
IV.
 CHAPTER 2
LITERATURE AND REVIEW

2.1 About Industry

This is an exciting time for Levi Strauss & Co. We’re building on our heritage to
move the company forward, to be as innovative and relevant to today’s consumers
— and tomorrow’s — as we were when we invented the blue jean 140 years ago.
When did you first discover one of our products? Millions of people around the
world have grown up with Levi’s® blue jeans and Dockers® khakis. I’m one of
them. And it’s my privilege to lead this company as we strive to engage consumers
with new and familiar products, all while minimizing our impact on the planet.
But it takes more than our strong, enduring brands — which also include
Signature by Levi Strauss & Co.™ and Denizen® — to succeed. It takes people to
bring our product to life every day. I see these talented and creative folks at our
headquarters in San Francisco and in our offices around the world. They’re proud
to be here, working for a company that has long been a leader — not just in what
we do, but how we do it.This is a company that integrated its sewing factories
decades before it was required by law. We established the first code of conduct for
apparel manufacturers, ensuring the people who make our product work in a safe
environment and are treated with dignity and respect. And we work to build
sustainability into everything we do.Ask an employee what makes this company
different, and they’ll tell you. It’s our values: empathy, originality, integrity and
courage. These guide every decision we make and every action we take. And they
fuel our commitment to drive profits through principles.

Today’s Levi Strauss & Co. is as relevant as ever, but we’re always looking ahead.
From our products to our practices, innovation is integral. You’ll see it in our
Levi’s® Water<Less™ products, which are made using significantly less water. In
our Dockers® Wellthread collection, sustainability is as essential as fabric and
thread. And there’s more on the way.I’m honored to be a part of Levi Strauss &
Co. and humbled to have the opportunity to lead this company as it continues an
amazing journey. If you’re already a fan of our products, thank you. If not, I hope
you’ll take some time to explore this site and learn more about what we do and
how we do it. I think you’ll like what you see.CHIP BERGH President & CEO.

2.2 ABOUT THE COMPANY

That’s when Levi Strauss & Co. began. Later, Levi Strauss, the man, partnered with
Jacob Davis to invent the blue jean. And we’ve been innovating ever since.

Levi Strauss & Co. is one of the world’s largest apparel companies and a global
leader in jeans. The Levi’s® brand is just part of our story. We’re also home to
Dockers® and Denizen®. We have some 500 stores, and our products are available
in 110 countries around the world.

Levi Strauss & Co. /ˌliːvaɪ ˈstraʊs/ is a privately owned American clothing company

known worldwide for its Levi's /ˌliːvaɪz/ brand of denim jeans. It was founded in May
1853[4]when Levi Strauss came from Buttenheim, Bavaria, to San Francisco, California to
open a west coast branch of his brothers' New York dry goods business.[5] The
company's corporate headquarters is located in the Levi's Plaza in San Francisco.[6]

Levi Strauss & Co.

 Type Private

Industry Clothing

Founded May 1, 1853; 164 years ago

Founder Levi Strauss

Headquarters San Francisco, California,

U.S.

Number of locations 2,800 company-operated

stores[1]

Area served Worldwide

Key people Chip Bergh (CEO);[2] Harmit

Singh (CFO)[2]

Products Jeans

Brands Levi's, Dockers, Denizen,

Signature by Levi Strauss &
Co.

Revenue $4.494 billion (2015)[3]

Operating income $ 431 million[3]

Net income $ 209 million (2015)[3]

Total assets $3.13 billion (2013)[2]

Owner Relatives of Levi Strauss

 Number of 15,000 (2013)[2]
employees

Website www.levistrauss.com

2.3 SWOT Analysis

STRENGTHS.

● levis enjoy high brand equity. People all around the world recognize the brand name.

● levis products are unique and innovative in the style.

● A lot of variety is offered by levi’s ranging from sunglasses to skirts and shirts.

● The product are renowned and are considered as the most durable i.e. the long lasting products.

● levi’s follows a high standard of quality.

Weakness

● levi’s product are considered as very expensive. Therefore a large percentage of people are
reluctant to buy the products.

● As no discount are present and products are sold at fixed price many customers are lost.

●levi’s does not provide any services like free delivery etc.

OPPORTUNITIES

● levi’s can do more well in women section. This section is give less importance as compared to the
men section.

● The kid section which has been started from few years, should also be given proper attention to
gain customers.

● sales promotion can be increased by increasing the advertisements expenses so as to enjoy a large
number of customers.

THREATS

● likely entry of new competitors.

● Rising sale of substitute products.

● Slower market growth.

● Adverse government pressures.

 CHAPTER-3
RESEARCH DESIGN

The methodology section will consist of three sections.

Section A – The first section will describe the objective of the study.
Section B – The second section will discuss about the research plan and
sampling plan used in the study. The following table can be taken as a guideline
for preparing this section

RESEARCH PLAN

Research Design Descriptive

Research Method Used Survey

Research Technique Used Questionnaire

Data Collection From Mumbai

Sampling Plan Simple Random

NO. of Samples collected 70

Section C – Will contain the demographic characteristic of therespondents. A

sample is shown below:
Measure Item Number of Respondent

Age 0-20 0
20-30 16
30-50 34
Total 50
SOURCES OF DATA
Data’s are the useful information or any forms of document design in a
systematic and standardize manner which are used for some further
proceedings. One of the information tools for conducting marketing research is
the availability of necessary and useful data. Sometime the data are available
readily in one form or the other and sometime the data are collected afresh. The
sources of data fall under two categories, primary source and secondary sources.

Primary Data- The primary data was collected through the following
activities:
Filled the Insurance Industry related questionnaire by people through survey
conducted in Mumbai.

Secondary Data- The secondary data was collected through the following:
Online Research material of the various Financial Institution directly or in
directly involved with Insurance Industry, Secondary Data in External Source of
Information like internet, magazine, paper cutting.

OTHER SOURCES

Information sources
Information has been sourced from namely, books, newspaper, trade journals,
white paper, industry portals, government agencies, trade association,
monitoring industry news and developments and through access to access to
more than 3000 paid databases

STATICAL TOOLS
Secondary resources used in the study for information collection is internet and
magazines. Magazines & websites have been used and the information retrieved
from these sources is then gathered in this project. Other tools used in the study
which are used in the preparation of the project after collecting information are:
MS Word
MS Excel

RESEARCH TASK :
Study the brand awareness of Asus India in the cities of Mumbai focusing on
the segments students, SMEs and working profile

RESEARCH NATURE :
This project is a complete market research. Market research is the only function
that relates or links the organization to its market and in turn to its customers by
first studying the consumer behaviour which then help in proper planning
accordingly. This is the valid information which allows the organization to
identified and define the market related opportunities and problems. This
information allows for the generation, refinement and evaluation of marketing
activities. Regular market research and thorough study of the consumer
behaviour towards a company’s products premits the organization to be on par
with the changing consumer attitude towards their product. It thus facilitates
monitoring the marketing performance and improved understanding of
marketing as a business process.

RESEARCH SCOPE:
The scope of this market research can be divided into two major division which
includes
Demographic segmentation:
In demographic segmentation, the market is divided into groups on the basis of
variables such as age, family life cycle, gender, income, occupation, education,
religion, race, generation, nationality and social class.
Here the survey was taken by dividing the group on the basic of age and
occupation. The three main segment group were college student, working
profile (first and second job people) and the small and medium enterprises
(talking 40, 40 and 20 respectively). The age factor was also set to be between
18 to 40 and throughout the survey care was taken about the age limits.
The data was collected from college. This variety was chosen so as to find out if
any new market segment or untapped market can be spotted. The working
profiled people also includes professionals from companies like Accenture,
Oracle, Travel Guru, Roots, pricol, Numeric power system and so on

RESEARCH TOOL:
The research instrument used was a structured questionnaire covering the areas
that lead to the solution of the objective. This includes measure like
ASUS market penetration, its visibility in comparison with other brands,
awareness to their advertisement and promotion, the customer media habits,
their perception towards ASUS etc.

DATA COMPILATION AND ANALYSIS METHODOLOGY:

The sample size of 70 was integrated and complied in software called statistical
package for social science. This is comprehensive statistical software that
includes the capabilities for data analysis, data management and programming
which enables the analysts in generating decision making information quickly
using powerful statistics.

CHAPTER-4
 ANALYSIS & INTERETATION OF DATA

BASIC ATTITUDES AWARNESS CHECK:

1) Do you have computer/laptop?

These means through which people came to know about Asus for the
first time was noted. This helps in reengineering the channel that can
be adopted to penetrate market.

laptop/computer

28%
yes
No

72%

 72% of people having laptop or computer

 Some people 28% of them do not have laptop/computer
 So hence I got information that majority of people having
laptop/computer
2) which brand would you prefer to purchasing?
BRAND VISIBILITY CHECK:
Awareness of brand can be created only when it is made visible to the people
and especially to the potential customer. The segments considered here shows
varied visibility of brand Asus.

BRAND VISIBILITY CHECK

4%
4%
22%
H.P
ASUS
24% LENOVO
DELL
ACER
TOSHIBA

13% 32%

 Majority of people having ASUS Brand products.

 According to my survey I found the competitor are fewer customer are
compare to the Asus product.
 Hence customer having awareness about the Asus product.
3)Have you ever used ASUS Companies any product?
Awareness of a brand can be created only when it is made visible to the people
and especially to potential customer. The segments consider here shows varied
visibility of the brand ASUS

CHECKING OF USER

47.1; 47%
52.9; 53%

YES NO

 52.9% PEOPLE are using the brand of ASUS

 Some people (47.1) of them do not use the Asus brand
 So hence I got information about the user of brand
4) Are Asus Brand available in your locality?
Awareness of brand can be created only when it is available to the people and
especially potential consumer. The segment considered here shows the
availability of the brand

AVAILABILITY

19%
YES
NO

81%

 81% of the people are getting the product of Asus brand

 Some (19%) people not having the Asus brand in their locality
 So hence information that majority of people getting the Asus brand on
their locality
5) Do you think Asus is creating good competition in market?

In the market competency of Asus for finding and understanding what are the
maturity stage of the company

COMPETITION

23.9

4.5

71.6

YES NO MAY BE

 71.6% of the people are saying that may be Asus is creating good
competition in market.
 In this stage many people are the other perception towards the Asus in
fully competition with them in the market
6) How did you hear about Asus?

The means through which people came to know about the Asus for the first time
was noted. This help in reengineering the channel that can be adopted to
penetrate market.

BRAND PROMOTIONAL STRATEGY

T.V INTERNET NEWSPAPER SOCIAL MEDIA OTHER

T.V
2%
OTHER
24%

INTERNET
39%

SOCIAL MEDIA NEWSPAPER

33% 1%

 The advertisement and promotion activities which comes under the

bottom line project were checked if it contribute to the awareness
 Asus conducts were also not noticed much by people. On an average of
the people do not have any idea of promotional activities done by ASUS
 Asus advertisement which create a lot of gap for the brand in reaching
people completely. The promotion which Asus conduct were also not
noticed much by the people
7) Are you satisfied with your choice of selecting the product?

In the stage of the company we should measure the customer satisfaction toward
what is their choice after what they are wanting and how to fulfil their needs
and desire

SATISFICATION TOWARDS THE CHOICE

24 1.5 1 23.5

50

VERY SATISFIED SATISFIED NEUTRAL

DIS SATISFIED VERY DIS SATISFIED

 That is you satisfied with your choice for selecting product 50% said
satisfied.
 Hence this shows that majority of people are satisfied with their choice of
selection.
 In this stage we easily measure the consumer satisfaction level and what
are they want in future
8) Do you agree that advertisement and sale promotion gives the
information of important to buy product?

Awareness of a brand can be created only when it is made visible to the people
and especially to the potential customer. The segments considered here shows
varied visibility of the brand Asus

ADVERTISMENT AND SALES PROMOTION STRATEGY

2
3.4

14.7
30.9

50

STRONGLY AGREE AGREE NEUTRAL

DIS AGREE STRONGLY DIS AGREE

 This pie chart shows that the advertisement and sale promotion helps to
buy a product
 Here 80% of are agree and strongly agree
 Whereas 14.7% are neutral
 And other remaining % are dis agree or strongly dis agree
9) WHAT IS YOUR EXPECTATION FROM ASUS?

EXPECTATION FROM THE ASUS

4.4
9

29.9 56.7

GOOD SERVICE GIVING FULL INFORMATION

ON TIME DELIVERY SOLVING ALL COMPLAINS

 This pie chart shows that 56.7% of respondent think company having a
good services
 Here 29.9% of respondent think company should solve their problem on
time
 This shows that if company wants to build good relation with customer
they should fulfil their needs
10) Please rate the Asus product look the parameter given below. (1- poor,
2- fair, 3- good, 4-very good, 5- excellent)

POOR FAIR GOOD VERY EXCLLENT

GOOD
QUALITY 7 10 23 10 18
SERVICE 9 12 17 18 9

PRICE 7 12 30 11 8

PERFORMANCE 7 9 23 19 10
FEATURES 8 5 20 15 20

Chart Title
35

30

25

20

15

10

0
POOR FAIR GOOD VERY GOOD EXCLLENT

QUALITY SERVICE PRICE PERFORMANCE FEATURE

 This graph gives idea about the respondents rating given by them for
Asus Quality, service, price, performance and features.
 They rated it within poor, fair good, very good and excellent
 In this process clearly founded the what are the perception towards the
customer with the loyal
11) Please indicate the method of payment used for when purchasing
product.

PAYMENT METHOD OF CUSTOMER

22.1

45.6

5.2

22.1

CASH EMI CHEQUE CARD PAYMENT OTHER WAYS

 This pie chart show that how people pay while purchasing the product
 Here 45.6% of respondents pay via cash
 And 22.1% of them pay via debit card or credit card and others ways
12) Are Asus is providing after sales services?

ANALYSIS OF SALES SERVICE

39.7

52.9

7.4

YES NO MAY BE

 This pie chart shows that 39.7% of respondents said that the Asus is
providing after sales services which influence them to buy more and more
product.
 And 7.4% of respondents said no that Asus is not providing after sales
services.
 Because they are not using Asus any product
 13) Is the after sale services satisfied?
The means through people are satisfied with the product and its services of
brand Asus. This help in reengineering the channel can be adopt more services.

SATISFICATION CHECK
1.5
3
19.1

27.9

48.5

VERY SATISFIED SATISFIED NEUTRAL

DIS SATISFIED VERY DIS SATISFIED

 48.5% of the people are satisfied with the after sale service of the brand
Asus.
 3% of the people are dis satisfied with the brand Asus of after sale service
 So hence the people are satisfied with the brand Asus services and the
product
14) Do Asus company gives offer or discounts?

OFFER AND DISCOUNT

38.2

54.4

7.4

YES NO MAY BE

 54% of people are noticed that may be company are providing the offer
and discounts.
 7% of people are noticed that the brand Asus is not providing offer and
discount
15) Based on your experience with the product, would you recommend to
your friends?

RECOMMENDATION TO FRIENDS

43.3
47.8

YES NO MAY BE

 47.8% of people say will recommend to their friends to buy the product
of the Asus brand
 9% of the people say no to recommend their friends
 CHAPTER-5

FINDINGS

The general attitudes and awareness of the brand Asus is analysed

Channel through which Asus was first heard of:

Geographically
 People came to known about Asus product and brand to greater extent
from friends/ relatives/ association which contributes to about 30% in
each area on an average.
 Newspaper awareness contributed to around 14.8% and magazine
contribution was around 12%.

Demographically
 Students came to know about Asus through friends/ relatives/ associates
which contributed about 33.1%. About 12.1% each through newspaper
and magazine.

Nearly 17.8% of the people have not heard of Asus

 SME came to know about Asus through friends/ relatives and associates
to about 21.4%. Newspaper contributed to about 19.6% and magazine
about 14.3% to awareness of Asus for the first time.

25% of the people have not heard about Asus.

 Working profile about 30% contribution was due to friends/ relatives/
associates. 15% contribution by Newspaper.

About 23.7% of the people have not heard of Asus.

CONCLUSION
The awareness of the brand Asus is average which is due to the low visibility of
the brand to the customers. There is not enough advertisement and
promotional activities that is undertaken to boost the brand. There must be a
lot of investment made make the brand more visible. This will help the brand
to build itself strong.

The channel through Asus became aware to many people is through word of
mouth. But to some extent even through internet and newspaper. There must
be another research conducted to check if the word of mouth propagation is
actually causing a positive reinforcement or negative reinforcement.

There are about 20% of the people who have not heard of Asus. The amount of
advertisement and promotions that we undertake is also comparatively low
and it is not being noticed much. This is in turn affecting the visibility of the
brand compared to the other brand that really pump a great amount of
advertisements even being a new entrant in the market. This also is leading to
the relatively low number of visits to the Asus retail outlets through having the
highest network.

People is also not sure if Asus is an Indian or foreign brand, which actually
creates a wrong vibration in the purchase decision chain of the customers.