Live poject on_consumer_behavior-_main_updated

Under Guidance of: -

Respected Faculty

Mr. Mukesh Porwal

Assistant Professor

Marketing Management

Submitted By:- Mr. Abhijeet Srivastava

Ms. Seema Kumari

Mr. Ankit Kumar Tripathi

Mr. Ritesh Ashok Kumar Shukla

Ms. Shiwani Gupta

Ms. Shipra Rajpoot

Section A, PGDM 1st Trimester [2011-13]

The sign of relief, which one gives out of completion of his work, comes out with deep

sense of gratitude for those who have been instrumental in bringing about the completion.

Though words are insufficient to express his gratitude still one does give it a try, so we will.

We take this opportunity to express our sincere thanks to our guide Prof. Mukesh Porwal,

Assistant professor, Marketing Management of Institute of Technology and Science, Mohan

Nagar, Ghaziabad for his valuable guidance, practical suggestion and encouragement to bring

about this completion of this project.

We feel highly obliged to Prof. Mukesh Porwal [Chairperson- Marketing] and Prof A.R.

Mishra [Respected Faculty- Quantitative Techniques] of Institute of Technology and Science,

Mohan Nagar, Ghaziabad for his encouragement in completing this project.

Finally we would like to thanks our group members, well-wishers, critics who helped us

directly or indirectly in completion of our project.

LEVI’S JEANS

We’ve reinvented the way you shop for jeans.

LEVI’S® BRAND INTRODUCES REVOLUTIONARY FIT SYSTEM THAT FOCUSES ON SHAPE, NOT SIZE Levi’s® Curve ID Is Company’s First Global Women’s Denim Line

INDIA (25 Aug 2010) – Today, Levi’s® – the original, definitive jeans brand – announced a new line of custom fit jeans made to fit the curve of a woman’s body. The new line, Levi’s® Curve ID [3 Fits], utilizes a revolutionary fit system based on shape, not size and was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

Unlike other denim brands, Levi’s® Curve ID utilizes a unique, customized fit system focusing on a woman’s shape and proportions, not her size. The designers studied the bodies of more than 60,000 women to develop three custom fits based on the difference between the measurement of a woman’s hip and seat – the greater the difference, the more curvy the body. The three custom fits include:

A. Slight Curve – designed to celebrate straight figures- Slight Curve is designed to define a woman’s waist, while accentuating her curves. If jeans usually fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve.

B. Demi Curve – designed to fit even proportions- Demi Curve is designed to flatter a woman’s waist, while smoothing her shape. If jeans usually fit in the waist, but don’t flatter the figure, a woman should try the Demi Curve.

C. Bold Curve – designed to honor genuine curves- Bold Curve is designed to hug the waist, without gaping or pulling. If jeans usually fit in the hips and thighs, but gape at the back, a woman should try the Bold Curve.

In an effort to further understand women’s fit frustration, Levi Strauss & Co. conducted a global survey. Revealing survey findings include:

More than half of women (54 percent) try on at least 10 pairs of jeans to find one pair they would buy.

Most women (87 percent) wish they could find jeans that fit better than the ones they own.

Most women (67 percent) believe that jeans are designed for women with “ideal” figures.

Very few women (28 percent) believe that jeans are designed to fit their bodies.

LEVI’S JEANS- Company Overview Levis is an American garment company.

The inventor of Levis was Levis Strauss. The blue jean born on Buttenheim , Bavaria on feb 26, 1829. In 1845 they came to New York. There they met Jonas & Louis who are already conducted a business named J. Strauss

brother & co. The first address where Levis conducted business was at 90 sacramento street and the

name of his firm was simply Levis strauss. In 1863 the company was renamed as Levis strauss and co. 1928 – The company registers the word Levi's® as a trademark. 1934 – LS&CO. creates "Lady Levi's®," the company's first blue jean for women 1954 -- "Lighter Blues" casual slacks and the "Denim Family" line mark the company's

entry intothe sportswear business. 1966 – The company airs its first television commercial 1984 – LS&CO. is the official outfitter of the U.S. Olympic Team and the Los Angeles

Games staff. 1986 – Dockers® Khakis are introduced in the United States. The company holds its first

auction of celebrity-decorated denim jackets to benefit AIDS research and education at Barneys in NewYork.

LS&CO. develops the first known set of comprehensive standards for manufacturing and finishing contractors worldwide, dealing with wages, hours, working conditions, ethics and the environment.

1992 – LS&CO. becomes the first major U.S. company "Clayman" becomes LS&CO.'s first global commercial for the Levi's® brand and runs in

countries on all five continents. 2000 – LS&CO. introduces Levi's® Engineered Jeans™, the reinvention of jeans for the

21st Century. 2003 – Levi Strauss & Co. celebrates the 150th anniversary of its founding and the 130th

anniversary of the invention of blue jeans by Levi Strauss and Jacob Davis. 2005 – In an effort to increase transparency within the supply chain and encourage

collaboration among competitors in shared factories, LS&CO. publishes the names and addresses of all active suppliers on its Web site.

The book, The Best Companies for Minorities, lists LS&CO. as one of its 84 best companies.

LEVI’S JEANS- Company Overview

Levi Strauss & Co. (LS&CO) is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1869 when Levi Strauss came from Buttenheim, Franconia, (Kingdom of Bavaria) 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.

Marketing

Levi's marketing style has often made use of old recordings of popular music in television commercials, ranging from traditional pop to punk rock. Notable examples include Ben E King ("Stand By Me"), Percy Sledge ("When a Man Loves a Woman"), Eddie Cochran ("C'mon Everybody!"), Marc Bolan ("20th Century Boy"), Screamin' Jay Hawkins ("Heart Attack & Vine"), The Clash ("Should I Stay or Should I Go?"), as well as lesser known material, such as "Falling Elevators" and "The City Sleeps" by MC 900 Ft. Jesus and "Flat Beat" and "Monday Massacre" by Mr. Oizo. And in India August 2007 the “fit for die” advertisement campaign run with Deepika Padukone also attracts the brand lover.[27]

Many of these songs were re-released by their record labels as a tie-in with the ad campaigns, resulting in increased popularity and sales of the recordings and the creation of iconic visual associations with the music, such as the use of a topless male model wearing jeans underwater in the 1992 adverts featuring "Wonderful World" and "Mad about the Boy" and the puppet, Flat Eric, in the ads featuring music by Mr. Oizo.

During the launch of Levi's Curve ID jeans, Levi launched a 5 week integrated marketing campaign that touched on experiential marketing, social media and outdoor events in shopping malls and city centres throughout the UK.

Brand ambassadors for Levi's encouraged women to find their perfect curve jeans shape in-store for the chance to win a £1000 Levi's shopping spree. The idea behind the campaign was to drive long-term engagement with the brand.

OBJECTIVES

The main objective of the live project is to accomplish the following objectives.

To conduct a research for study of consumer behavior for purchase of Levis new product i.e. Levis curve ID [3 fits (Globally)] and its upcoming product- Waterless Jeans.

Proper understanding and analysis of consumer behavior.

To know about brand awareness of Levi’s customer’s preferences about Levis curve ID [3 fits (Globally)] and upcoming product- Waterless Jeans.

Conduct market survey on a sample selected from the entire population and derived opinion on that research.

According the market survey come to know about how much potential of Levi’s upcoming product- Waterless Jeans in New Delhi city.

On the basis of the analysis of the result thus obtained, make a report on that research.

RESEARCH METHODOLOGY

Research always starts with a question or a problem. Its purpose is to question through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studied. Marketing research is the function which links to the consumer, customer and public to the marketing opportunities and problems generate,

refine and evaluate marketing actions, monitor marketing actions, monitor marketing performance and improve understanding of market as a process.

Marketing research specifies the information required to address these issues, designs and the method for collecting the information, manages and implemented the data collection process, analysis the results and communicate the findings and their implication.

We have prepared our live project as descriptive type, as the objectives of the study demands the answers of the questions related to find the consumer behaviour towards the purchase of Levis new product i.e. Levis curve ID [3 fits(Globally) and its upcoming product- Waterless Jeans.

The Marketing Research Process.

As marketing research is a systemic and formalized process, it follows a certain sequence of research action. The marketing process has the following steps:

Developing objectives of the research. Designing an effective research plan. Data collection techniques. Evaluate the data and preparing a research report.

There are two types of data collection method use in our project report.

Data, or facts, may be derived from several sources. Data can be classified as primary data and secondary data.

PRIMARY DATA

PRIMARY DATA is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. In other words, Data observed or collected directly from first-hand experience.

Primary data- Questionnaire.

SECONDARY DATA

A secondary source is a report on the findings of the primary source. While not as authoritative as the primary source, the secondary source often provides a broad background and readily improves one's learning curve. Most textbooks are secondary sources; they report and summarize the primary sources. In other words, published data and the data collected in the past or other parties is called secondary data.

Secondary Data-PUBLICITY MATERIAL, BOOKS AND RECORDS, NEWS-PAPER.

Sample Size-85

Sample Area-V3S Mall & Pacific Mall (New Delhi)

For our project, we concentrated on primary data collection method for observing consumers’ behavior and approaching customers directly related to this field and also make questionnaire for creating database of consumers in V3S Mall & Pacific Mall (New Delhi).

Secondary data collection method was used by referring to various websites, books for referring consumer behavior and preparing questionnaire regarding project under study.

Data Analysis and Interpretation:-Question: - Company is providing adequate facilities to do your job.

Suggestion Feedback Sample Size: Total attempt out of 85agree Strongly agreeStrongly disagree 47

disagree 28Neither agree or disagree 10

55%33%

12%

From the followings, what attracted you most in Levis Curve ID [3 fits (Globally)]

Its global fashion trend Comfortableness and luxuriousnessReliability

Its global fashion trend Comfortableness and lux-uriousness

Reliability

Sample Size: Total attempt out of 85

47 28 10

2.57.5

12.517.522.527.532.537.542.547.5

From the followings, what attracted you most in Levis Curve ID [3 fits (Globally)]

No. o

f Con

sum

ers

Interpretation: - Majority of the respondent (55%) found its global fashion trend as the most attractive feature amongst all options provided in questionnaire.

Data Analysis and Interpretation:-Question: - Do you think that Jeans are designed for women with “ideal” figures.

Suggestion/ FeedbackSample Size: Total attempt out of 85

Yes 71No 14

84%

16%

Do you think that Jeans are designed for women with “ideal” figures.

Yes No

Yes No

Sample Size: Total attempt out of 85 71 14

5

15

25

35

45

55

65

75

Do you think that Jeans are designed for women with “ideal” figures.

No.

of C

onsu

mer

s

Interpretation: - Majority of the respondents (84%) are agree with the statement asked in the respective question i.e. opted yes option amongst options provided in the Questionnaire.

Data Analysis and Interpretation:-Question: - You like the Product on the basis of-

You like the Product on the basis ofSample Size: Total attempt out of 85

Fashion 17Trend 30

Quality 35Price 3

20%

35%

41%

4%

You like the Product on the basis ofFashion Trend Quality Price

Fashion Trend Quality Price

Sample Size: 30 Total attempt out of 85

17 30 35 3

2.5

7.5

12.5

17.5

22.5

27.5

32.5

37.5

You like the Product on the basis of-

No.

of C

onsu

mer

s

Interpretation: - Majority of the respondent (41%) found Quality as the most attractive feature amongst all options provided in questionnaire.

Data Analysis and Interpretation:-

Suggestion/ FeedbackSample Size: Total attempt out of 85

Status 19Lifestyle 49Sophisticated Product range 17

Question: - You have selected Levi’s product because of:-

22%

58%

20%

You have selected Levi’s product because of:-Status Lifestyle Sophisticated Product range

Status Lifestyle Sophisticated Product range

Sample Size: 30 Total at-tempt out of 85

19 49 17

5

15

25

35

45

55

You have selected Levi’s product because of:-

No.

of C

onsu

mer

s

Interpretation: - Majority of the respondent (58%) found Lifestyle as the most attractive feature amongst all options provided in questionnaire.

Data Analysis and Interpretation:-Questionnaire: - What is important for you in terms of measurement and fits?

71%

29%

What is important for you in terms of measurement and fits?

Shape Size

Shape Size

Sample Size: Total attempt out of 85 60 25

5

15

25

35

45

55

65

What is important for you in terms of measurement and fits?

No.

of c

onsu

mer

s

Interpretation: - Majority of the respondent (71%) found shape as most attractive feature amongst the two options provided in questionnaire.

Data Analysis and Interpretation:-Questionnaire: - What is your expectation from Levis Curve ID [3 fits (Globally)]?

What is your expectation from Levis Curve ID [3 fits (Globally)] Sample Size:

Total attempt out of 85Very High 6High 44Moderate 30Low 5Very Low 0

7%

52%

35%

6%

What is your expectation from Levis Curve ID [3 fits (Globally)]

Very High High Moderate Low Very Low

Very High High Moderate Low Very Low

Sample Size: Total attempt out of 85

6 44 30 5 0

2.57.5

12.517.522.527.532.537.542.547.5

What is your expectation from Levis Curve ID [3 fits (Globally)]

No.

of c

onsu

mer

s

Interpretation: - Majority of the respondent (52%) found High expectation from the product amongst the two options provided in questionnaire.

Data Analysis and Interpretation:-

Questionnaire: - Now with more options available according to shape, will it help to attract foreign customers also to buy in India?

79%

21%

Now with more options available according to shape, will it help to attract foreign customers

also to buy in India?Yes No

Yes No

Sample Size: Total attempt out of 85

67 18

5

15

25

35

45

55

65

75

Now with more options available according to shape, will it help to attract foreign customers also to buy in India?

No.

of C

onsu

mer

s

Interpretation: - Majority of the respondents (79%) are agree with the statement asked in the respective question i.e. opted yes option amongst options provided in the Questionnaire.

Data Analysis and Interpretation:-Questionnaire: - Will you recommend this product to your friend, relatives in future?

Suggestion/ FeedbackSample Size: Total attempt out of 85

Yes 76No. 9

89%

11%

Will you recommend this product to your friend, relatives in future?

Yes No.

Yes No.

Sample Size: Total attempt out of 85 76 9

5

15

25

35

45

55

65

75

Will you recommend this product to your friend, relatives in future?

No.

of C

onsu

mer

s

Interpretation: - Majority of the respondent (89%) are agree with the statement provided in questionnaire i.e. opted for yes option amongst the two options provided in questionnaire.

Data Analysis and Interpretation:-Questionnaire: - How old are you?

Suggestion/ Feedback Sample Size: Total attempt out of 85

Under 15 0Under 25 57Between 25-35 28Between 35-45 0Between 45-55 0Above 55 0

67%

33%

How old are you? Under 15 Under 25 Between 25-35 Between 35-45 Between 45-55 Above 55

Under 15 Under 25 Between 25-35

Between 35-45

Between 45-55

Above 55

Sample Size: To-tal attempt out of 85

0 57 28 0 0 0

5

15

25

35

45

55

How old are you?

No

. of

Co

nsu

me

rs

Interpretation: - 67% customers belong to under 25 age group and 33% belongs to Age group [between 25-35].

Data Analysis and Interpretation:-Questionnaire: - Because of its shape, will this product will help you in every season?

Because of its shape, will this product will help you in every season

Sample Size: Total attempt out of 85

Yes 54No. 31

64%

36%

Because of its shape, will this product will help you in every season

Yes No.

Yes No.

Sample Size: Total attempt out of 85 54 31

5

15

25

35

45

55

Because of its shape, will this product will help you in every season

No.

of C

onsu

mer

s

Interpretation: - Majority of the respondent (64%) are agree with the statement provided in questionnaire i.e. opted for yes option amongst the two options provided in questionnaire.

Data Analysis and Interpretation:-

Questionnaire: - One new range is coming from Levi’s very soon i.e. Waterless Jeans, manufactured with the help of very less amount of water, hence they save water. Would you like to buy it?

Suggestion/ FeedbackSample Size: Total attempt out of 85

Yes 73No. 12

86%

14%

One new range is coming from Levi’s very soon i.e. Water-less Jeans, manufactured with the help of very less amount of water, hence they save water. Would you like to buy it.

Yes No.

Yes No.

Sample Size: Total attempt out of 85 73 12

5

15

25

35

45

55

65

75

One new range is coming from Levi’s very soon i.e. Water-less Jeans, manufactured with the help of very less amount

of water, hence they save water. Would you like to buy

No.

of C

onsu

mer

s

Interpretation: - Majority of the respondent (86%) are agree with the statement provided in questionnaire i.e. opted for yes option amongst the two options provided in questionnaire.

Findings:-

During initial phase of observation on consumer behavior for Levi’s curve ID [3 Fits] we have observed that due to the brand name of the levis, the customers are already having the good relationship with the company branded products.

As 3 Fits were already available for the women, now it is available in all global measurement for women. Hence with more options available customers are empowered to make the decision.

They have opted for this new product due to its different measurement and shapes available for global market.

For water less jeans [The upcoming new product of Levi’s], the customers are ready to buy it in future for good social cause as it requires very less water at the time of manufacturing.

Suggestion:-

After observation of the consumer behavior of Levi’s Curve ID [3 Fits] we have come up with the following solutions.

Now a days, with more options available for entire product range, consumers are empowered to make a decision, so with rapidly changing environment and behavior Levi’s has to keep on branding and advertising of New product and existing products so that customer can have strong bonding with the new product.

To keep on creating awareness about new product [Levi’s Curve ID [3 Fits]] to all the customer which are globally available in current scenario.

Conclusion:-

After observing the consumer behavior towards Levi’s Curve ID [3 Fits]

we have come across the following conclusion:-

1. Most of the customers are focused towards fashion and lifestyle and with the changing global environment their behavior is changing to buy products which are available in different shapes and measurement.

2. Social cause [like water consumption] they are ready to by the new product [Water less jeans] in future and this key area and term is influencing their behavior.

3. In a nut shell, we can say that, customer and dealers are ready to buy and sell new global fits [Levis Curve ID [3 Fits]] as it provide more satisfaction, easily accessibility, increased lifestyle for customers and huge sales for company and dealers of the company.

Bibliography:-

Books:

Etzel, Michael, Walker, Bruce and Stanton, William J,: Marketing; 14Etzel, Michael, Walker, Bruce and Stanton, William J,: Marketing; 14 thth edn. Boston, edn. Boston, McGraw Hill.McGraw Hill.

Grewal, Dhruv and Levy Michael;: Marketing New Delhi, Tata McGraw Hill.Grewal, Dhruv and Levy Michael;: Marketing New Delhi, Tata McGraw Hill. Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13 thth

edn.New Delhi, Pearsonedn.New Delhi, Pearson Kerin, Roger A, Hartly, Stevan W and Berkowitz, Eric N;: Marketing; 8Kerin, Roger A, Hartly, Stevan W and Berkowitz, Eric N;: Marketing; 8 thth edn. New Delhi, edn. New Delhi,

Tata McGraw Hill, Tata McGraw Hill, Lehmann R Donald & Russell S Winer, Analysis for Marketing Planning: Sixth Edn. TataLehmann R Donald & Russell S Winer, Analysis for Marketing Planning: Sixth Edn. Tata

McGraw Hill, McGraw Hill, Ramaswamy V S , Namakumari S – Marketing Management (4th Edn. Macmillan),Ramaswamy V S , Namakumari S – Marketing Management (4th Edn. Macmillan), Saxena, Rajan,: Marketing Management; 4th edn. New Delhi, Tata Mc Graw Hill, 2010Saxena, Rajan,: Marketing Management; 4th edn. New Delhi, Tata Mc Graw Hill, 2010 Winer, Russell S,: Marketing Management; 3Winer, Russell S,: Marketing Management; 3rdrd edn. New Delhi, Pearson, 2008 edn. New Delhi, Pearson, 2008

Websites:-

http://www.jeansshop.com/new_products.php

www.levi.co.in

Annexure: - Questionnaire: - Total Questions 11, Total Suggestion Feedback 11

Institute of Technology and Science, Mohan Nagar, Ghaziabad

Name: - Gender: - Contact:-

Suggestion/ Feedback - From the followings, what attracted you most in Levis Curve ID [3 fits (Globally)]

1. Its global fashion trend 2.Comfortableness and luxuriousness 3. Reliability

Suggestion/ Feedback: - Do you think that Jeans are designed for women with “ideal” figures.

1. Yes 2. No.

Suggestion/ Feedback: - You like the Product on the basis of:-

1. Fashion 2.Trend 3.Quality 4.Price

Suggestion/ Feedback: - You have selected Levi’s product because of:-

1. Status 2.Lifestyle 3.Sophisticated Product range

Suggestion/ Feedback: - What is important for you in terms of measurement and fits?

1. Shape 2.Size

Suggestion/ Feedback: - What is your expectation from Levis Curve ID [3 fits (Globally)]

1. Very high 2.High 3.Moderate 4.Low 5.Very low

Annexure: - Questionnaire: - Total Questions 11, Total Suggestion Feedback 11

Institute of Technology and Science, Mohan Nagar, Ghaziabad

Suggestion/ Feedback: - Now with more options available according to shape, will it help to attract foreign customers also to buy in India?

1. Yes 2.No

Suggestion/ Feedback: - Will you recommend this product to your friend, relatives in future?

1. Yes 2.No

Suggestion/ Feedback: - How old are you?

1. Under 15 2. Under 25 3.Between 25-35 4. Between 35-45 5. Between 45-55 6. Above 55

Suggestion/ Feedback: - Because of its shape, will this product will help you in every season

1. Yes 2. No

Suggestion/ Feedback: - One new range is coming from Levi’s very soon i.e. Waterless Jeans, manufactured with the help of very less amount of water, hence they save water. Would you like to buy it.

1. Yes 2.No.

Thanks Letter:-

After the successful completion of our project we all are really thankful to our Customers, teachers, respected faculty members, our friends, our respected guide Mr. Mukesh Porwal Sir and Levi’s employees.

Thank you all for your valuable feedback and suggestion.

Submitted By:- Mr. Abhijeet Srivastava

Ms. Seema Kumari

Mr. Ankit Kumar Tripathi

Mr. Ritesh Ashok Kumar Shukla

Ms. Shiwani Gupta

Ms. Shipra Rajpoot

Section A, PGDM 1st Trimester [2011-13]