satisfaction of levis jeans

8/7/2019 Satisfaction of LEVIS Jeans

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PROBLEM STATEMENT

Are Levis jeans users satisfied with what

the company is offering?

What measures need to be adopted to

increase their current level of satisfaction?


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RESEARCH OBJECTIVE

To study and measure satisfaction levelof Levis jeans users.

To suggest alternatives for enhancingcustomer satisfaction.


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LIMITATIONS

Research confined to sample of 100respondents

R

espondents might be biased at times Respondents were approached at the

convenience of researcher

Time limitations considered


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RESEARCH METHODOLOGY

Sample design:

Sample selected from the restricted area ofMulund and Thane, non-probability basedsampling

Research design:

questionnaire was developed for the 100respondents


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RESEARCH METHODOLOGY

Analysis tool:

SPSS software was used to analyze thequestionnaires filled

Data collection:

Primary data collected through self-administered questionnaires and secondarysources through articles on internet, etc.


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ANALYSIS

Age of respondent * How many pairs you own of Levis? Crosstabulation

Count

25 25 3 6 5913 13 3 4 33

2 3 1 1 7

1 1

40 41 8 11 100

16 - 2526 - 35

36 - 45

above 45

ge ofrespondent

Total

One Two Three

More than

three

How many pairs you own of Levis?

Total

From this we get to know that the people whoregularly buy jeans belong to young generationsgroup ranging between 16 35


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ANALYSISHow many pairs you own of Levis? * Frequency of purchase Crosstabulation

Count

8 8 14 10 40

8 15 17 1 41

3 2 3 8

7 3 1 11

26 28 34 12 100

One

Two

Three

More than thre

How anypair youow

of evi

Total

Every 3

onths O asionally

Every 6

onths Onceayear

Frequencyofpurchase

Total

Majority of respondents who own one or twopairs of jeans tend to buy jeans twice a year(31%). Many of the respondents also buy

jeans very occasionally (23%).


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ANALYSIS

When you buy Levis Jeans? * Frequency of purchase Crosstabulation

Count

4 3 2 1 10

5 11 12 4 32

17 14 20 7 58

26 28 34 12 100

During Promotio

Seasonal Offers

Not Fixed

When yo

buy Levis

Jeans?

Total

Every 3

months ccasionally

Every 6

months nce a year

Frequency of purchase

Total

Generally, the respondents who buy occasionally ortwice a year do not buy during promotions but go forseasonal offers (23%). Moreover, when they buy is not

fixed (34%).


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ANALYSIS

Friedman test of ranking different brands of jeansrevealed the respondents followed by Lee (3.15) gave thatwrangler (3.26) the highest rank. Levis, the brand inquestion was ranked third (2.96)

Ranks

3.26

3.15

2.96

2.91

2.72

Rank of WranglerRank of Lee

Rank of Levis

Rank of Newport

Rank of Pepe

Mean Rank

Test Statisticsa

100

7.128

4

.129

N

Chi-Squaredf

Asymp.Sig.

Friedman Testa.

Friedman test and statistics


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ANALYSIS

Ranking different attributes of Levis jeans includingadvertising and sales promotions and after sales servicewas also carried out. The highest ranked attribute wasgiven to durability of cloth followed by durability of

stitch and range of fitting styles

Ranks

6.26

5.44

5.29

5.20

5.11

4.70

4.44

4.38

4.18

Rank of durabiity of cloth

Rank of durability of stitch

Rank of fitting styles

Rank of salespromotions

Rank of trendy looks

Rank of advertising

Rank of range of shades

Rank of range of sizes

Rank of aftersales service

Mean Rank

est Statisti sa

100

45.0378

.000

N

Chi quaredf

symp. ig.

Friedman Testa.

Friedman test and statistics


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ANALYSIS

Frequency No.1 of respondentsperception about Levis

Frequency No.2 of post purchasesatisfaction of respondents whetheraffected by advertising andpromotions


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ANALYSISAlthough very less number of variables wereavailable to perform a Factor Analysis Test, it wasanalyzed

Factor

Analysis was carried out so as to know onwhat attributed do they give the maximum satisfaction

The following findings were observed that therespondents were highly satisfied with three factors of

Levis Jeans:1. comfort wearing2. durability3. trendy and in style


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RECOMMENDATIONS

Levis should more aggressively tap the youthsegment, which lies in the age group between 16-35

Levis should aggressively advertise coupled witheffective sales promotions for improving customerrecall and brand image.

Proper after sales service can provide acompetitive edge through efficient customer

relationship management

Levis is perceived as premium brand in India


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RECOMMENDATIONS

Low color range

Customer attracting factors could be:

comfort wearingdurability of Levis Jeans

trendy and stylish


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satisfaction of levis jeans

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