levi strauss essay
CUSTOMERS’ PLEASURE LEVEL OF LEVI’S JEANS SEC-F Submitted To: Prof. Suptarishi Purkaystha Submitted by: Akanksha Gupta Komal Shanjan Sinha Tuhina Mandowara Shweta Puri Sujata Barua Akshay Sharma 09BSHYD1012 09BSHYD0386 09BSHYD0765 09BSHYD1032 09BSHYD0807 09BSHYD0866 09BSHYD0060 one particular INDEX CONTENTS INTRODUCTION LITERARY WORKS REVIEW HYPOTHESIS FORMATION DATA SAMPLE SIZE CONSOLIDATION ANALYSIS METHODOLOGY ANALYSIS CONCLUSIONS SOURCES ANNEXURES SITE 3 a few 8 9 11 doze 20 22 24 two INTRODUCTION The current age is known as the “Age of Consumers.
In today? s cut-throat competition the consumer is considered while the “KING and the key objective with the various organizations are aimed at keeping the client happy and satisfied. It is vital for each every organization to keep its customers satisfied to be able to maintain its competitiveness in the market. However , if we take a better look, we discover that the customers satisfaction level towards a company and its leading products differ on one factor or the other based on a variety of attributes (Kotler, 2009).
Fashion is a highly customer oriented industry with innovative products, where there happen to be large number of competition giving you a intense competition. Thus corporations have to produce something different and unique keeping the target customer group as well as the time take into account mind since in the vogue industry the merchandise life circuit is very short. LEVI’S STRAUSS CO.: Research shows that every time millions of clients go for shopping worldwide. Consequently every business wants to catch the attention of customers and increase their customer base. To ensure this kind of companies have to utilize up with the newest fads to get satisfying client requirements.
For those of us that are looking to wear skinny jeans with design and generate a fashion affirmation about who also we are, then simply finding the right pair(s) of custom made jeans is crucial to our interpersonal standing. Levis offers an excellent range of denims for men and women, but selection is not the only component influencing Levi? s buyer? s purchasing behavior. There can be other factors because of which buyers are more or perhaps less happy which affects their repurchasing decision of Levis Denims. Invented in 1873, Levis jeans are the original, authentic jeans.
Levis brand is among the most widely known brands inside the history of the apparel market. From modernizing classics together with the latest completes, fabrications and colors, to remake five-pocket denims, they are constantly creating new and impressive products The business has also been worldwide appreciated intended for the perfect suit. The niche of Levis lies in the simple fact that it is incredibly empathetic toward people. A good pair of denim jeans can bring pride and honor to everyone from common man to the high profile organization men, throughout both the sexual intercourse and irrespective of income teams.
The seek out decent jeans is a kind quest, with moments of translucent achievement alternating with tragedy failures. From its base in 1853 and having a patent of of riveted pants 20 years later, Levi Strauss is now an instantly recognizable global brand. With sales in more than 75 countries, the company employs 12, 500 people worldwide. Nonetheless, the last six years have experienced the company struggling to come out of a slide in sales. Traditional customers have got started ordering 3 less expensive or more fashionable clothes.
Prices have come pressurized from clothing competitors and from merchants like Petrol station buying Levis product within the “grey market. Levis response involved item diversification and brutal cutting off. Thus with this age of global trading pertaining to establishing one particular as a leading brand in different regions it is necessary to analyze the satisfaction degree of customers for the reason that region and cater to their needs by increasing on features on which buyer is not satisfied. Jeans are the nondurable goods, non-durable products are items that are used up quickly or purchased often, as food and clothes.
Jeans are actually a very popular form of casual dress around the world, and get so for decades. However , there are particular factors that affect their very own sales, moreover to increase in customer specific needs in recent time you will discover other factors which affect product sales of apparel industry (in particular jeans) like economic depression, inflation and shortening of style products your life cycle.. Client satisfaction is a desirable outcome for clothing manufacturers and retailers, since satisfied clients can lead to elevated store pilier, repeat order and manufacturer loyalty.
Hence we seek to ascertain the factors for which Levis skinny jeans users are satisfied to ensure identifying these kinds of factors can lead to the company employing policies to improve the fulfillment level of people thereby guaranteeing increased sales at a later date. 4 BOOKS REVIEW Customer satisfaction is a desirable result for clothing manufacturers and retailers, since satisfied consumers can lead to elevated store appui, repeat obtain and manufacturer loyalty (Otieno, 2000).
A large number of people have worked on relationship between satisfaction amount of customer towards a particular manufacturer and buying patterns of customers. Pleasure is often utilized as a predictor of foreseeable future consumer buys (Newman and Werbel, 1973, Kasper, 1988). Satisfied customers have an increased likelihood of echoing purchases on time (Zeithaml ain al., 1996), of promoting others to try the origin of pleasure (Reynolds and Arnold, 2000, Reynolds and Beatty, 1999), and of becoming less receptive to the competition offerings (Fitzell, 1998).
Before research on the economic influence of defecting customers suggests that service firms can improve profits simply by almost 90 per cent by simply retaining just five % of their consumers (Reichheld and Sasser, 1990). Retaining existing customers is generally more lucrative to companies than appealing to new customers (Hawkins et ing., 1995, Sirohi et ing., 1998). Consequently , it is crucial for clothes industry specifically LEVI? S to identify buyers desired services levels regarding their patronage intentions.
The expectations of non-durable products such as jeans should become strong, steady and generally according to a product? t perceived efficiency (Johnson 1991). “Levi Strauss: an international promoting investigation: by Demetris Vrontis and Peri Vronti speaks of the Levis jeans business and investigates whether LEVI? S will need to choose global standardization or adaptation to local marketplace conditions. The authors recommend the Levis approach which combines areas of both solutions as the easiest method to secure competitive advantage and satisfy it is customers ensuring retention and also increase of its customer base.
The understanding of consumer tendencies appeals to a set of different areas of knowledge/factors like psychological, ethnical, social, inherited genes, anthropological (POLSA et. ‘s 2002). On such basis as previous research and analysis paper and literary articles or blog posts from PROQUEST and EBESCO a number of variables were located to be in charge of influencing customers to choose a branded clothing, of which a 33 variables have been taken on in our analyze to understand whether or not they have any implication within the consumers? preference for a brand name apparel or not.
MANUFACTURER IMAGE (PREFERENCE FOR A PARTICULAR BRAND): Customers orientations towards shopping are considered to get important predictors of pilier behaviors, such as preference pertaining to brands as well as certain stores (Darden and Howell, 1987, Gutman and Mills, 1982, Shim and Kotsiopulous, 1992b). Research in brand individuality acknowledges that consumers often “humanize brands. Respondents typically describe a brandname using man personality traits such as extroversion, agreeableness, and stability (Aaker, mil novecentos e noventa e seis, Aaker and Fournier, 1995). o their very own decision of getting a particular company is highly inspired by brand image of that product. five QUALITATIVE FACTORS: Jeans qualities such as textiles, comfort, in shape, durability have been defined in previous research (Kaiser ain. al. the year 2003, chowdhary 2002, Enoch 93, young 1980) as a key factor that contributes towards client satisfaction about the item. STATUS: Exploration also associate meaning of wearing jeans(Enoch? s 93, Delong ainsi que al. 1998), apparels are often associated with status symbol, consequently people have on a particular brand which adds or suits all their status in the society.
As an example in the USA and Europe, denims have connotations of casualness and rebelliousness where as in Russia, jeans represent sophistication and high position and in Spain the higher price turns all of them into a large fashion item. COMFORT: Name brand and comfort are found to become really important (young 1980) to the people though amount of importance of these kinds of factors is variable. Below we can take those example of People in the usa, for who have comfort things above brand whereas intended for the China brand name concerns most (Minglue marketing shanghai co ltd. 1998).
CUSTOMER SATISFACTION EXPERINCE: Presently there repurchase behavior of individuals depend on the company redressed their grievances in the past. Relationships of redress and repurchase have been analyzed with support retailing and with sturdy products but not with clothing products. Even though limited research has been done on consumer complaint behavior and clothes purchases, but it is found that there is need to focus on complaints redressed time, respond to enquiries and reliability of customer services(LaBarbera and Mazursky, 1990) seeing that these elements determines the satisfaction of customer towards brand.
DISCOUNT RATES: Discount shops sell regarding one-fifth of most jeans inside the $12. 4 billion U. S. marketplace, according to research firm Mintel International Group Ltd. Consequently Levi Strauss opts pertaining to the low cost game by Wal-Mart? t. There has recently been a strong progress in purchasing at lower price stores.. VALUE FOR MONEY: Fornell in the study located some interesting results about customer satisfaction and price. Price expectations are really linked to quality and benefit. There was a direct relationship among expectations in the product and satisfaction (Fornell 1996).
Thus we can say that the customer is satisfied if this individual gets quality in respect of the bucks he purchase the product. PRICE: Higher selling price seems to type high position feature along with cost both of these factors are linked to the economic and demographic elements of the business (Rao 1989). Denim, earlier known as an affordable typical, has been turned into a product that is highly coveted and highly priced. Customer? s pleasure level is determined by price as a measure of top quality (Lichtenstein ou al., 93, Veek Melts away, 1995). The various studies carried out by Suri Monroe, 2002, Adaval Monroe, 2002, U?
Cass Lim, 2002 result in the conclusion that consumers in general on their market experience are likely to decide on a suitable price that they can confirm with all the quality of product and determine if it truly is too high or low. 6 ADVERTISING: There may be large number of studies that give attention to relationship between advertising, support quality and satisfaction concern of consumers (Lewis 1993). Advertising are responsible to get the creation of a brand image and brand commitment among customers. Moreover the usage of celebrity to endorse these types of brands posseses an impact on the brand image and brand devotion (Aakar, 1991).
It is learned that advertising and marketing can deliver significant marketing advantages by simply increasing company preference (Rajagopal, 2007) for a product. PRODUCTS: Just as the apparel market is constantly changing, the jeans industry is usually struggling to keep a tempo with this. Every year fresh cuts, hues, styles, sewing, etc . come up (FORNELL 1996). So to come up with customer satisfaction level, fashion trend is an important variable. SUPPLY: Consumers desire every style and design, color and shade made available from the company being available in the organization? store always thereby increasing customer satisfaction level towards the product. RANGE OF DESIGN: Teenagers will not want to wear a brand that isn? t stylish enough. So in apparels array of styles made available from a company is important adding to the consumer satisfaction level towards a particular brand. ARRAY OF SIZE: There should be a size that fits every. As persons all over the world have different tastes and sizes, thus a customer is satisfied more in case the company gives him a design in many sizes to ensure that one size fits him well.
CONVENIENCE OF WASHING: Seeing that convenience of cleaning of jeans is an important aspect towards adding customer satisfaction for buying a particular manufacturer therefore in July of 2003, Levi Strauss Organization finally chosen to follow the powerful example of others and release a new everyday clothing manufacturer called Levi Strauss Unsecured personal targeted toward U. H. consumers to get whom comfort of washing of denim is an important factor. PRODUCT PROPERTIES (DESIGN, COMFORT): The items? properties, like design, convenience, individuality, include a decisive role upon apparel? buying behavior, which will individually can vary depending on a couple of factors, generally on sex (Fischer and Arnold, 1994). DURABILITY OF GARMENTS: European market segments are happy with standard fat denim although hotter areas require less heavy denim and in many cases brighter colors over lighter shades of jeans. So the toughness for clothing (DENIM) in various areas is an important factor regarding customer satisfaction about denims So they are the factors we look in making our last questionnaire, comprising of thirty-three variables to sum up mentioned parameters. HYPOTHESIS FORMULATION Null hypothesis, H0: Elements identified tend not to affect the standard of satisfaction of the customer Alternate hypothesis, H1: Factors discovered affect the level of satisfaction of the customer With this project we measured the amount to which the customers are content with the product, Levi’s Jeans. This kind of yielded the reason why for their obtaining preferences and the current level of satisfaction. By using the results from the analysis we will capable to answer the down sides: Are Levi’s Jeans Users Satisfied With The actual Company Is providing?
And What Measures Need To Be Adopted To Increase Their Current Level Of Fulfillment? The rationale behind conducting this project is to recognize the extent that Levi? h brand is satisfying the customers. Moreover we could gauge where company lags in offering its consumers so as to improve on measures how we can retain them. The variables acquired would be helpful to understand the ordering behavior of the customers. For example , the customers of the particular region want vintage Levi? denim jeans instead of the new designs and people jeans happen to be out of stock, the satisfaction degree of customers in this region can be low, the business can improve on it through an up to date share of typical jeans. Holding onto existing clients is generally even more profitable to companies than attracting new clients (Hawkins ainsi que al., 1995, Sirohi ainsi que al., 98. Therefore , it can be critically important pertaining to apparel sector to identify clients desired support levels in relation to their patronage intentions.
This can be just an illustration through which we are showing that how by recognizing the variables impacting the buying behavior of customer, the organization can boost and work on to have even more customer retention and brand loyalty. However , the real variables can only always be determined following conducting the survey. almost 8 DATA TEST SIZE CONSOLIDATIONS DATA The study was executed to measure the satisfaction amount of Levis denims users. Data was gathered through extra as well as primary sources. Supplementary sources included articles in jeans from internet, books, and journals.
Major data was obtained simply by conducting the survey within the sample scale 350 participants. Relevant parameters were produced and questionnaire was developed to have the same. Studies based on set of questions filled had been analyzed employing SPSS software. QUESTIONNAIRE DESIGN AND STYLE Preliminary Decisions Required data: The customer survey was designed while using view of actually finding out how much each of the recognized factors impacts the participants? level of fulfillment in his as well as her getting the Levi? s denims.
Target respondents: As the research aims at figuring out factors impacting on customer satisfaction, the survey has been conducted upon 350 participants consisting of IBS students who had been the users of the brand. SAMPLE SIZE Primary data was gathered for which the prospective populations had been the students of Hyderabad. The target sample size was of 350 even so the data intended for 330 were analyzed, twenty respondents discarded due to inconsistency SAMPLING: The non unique sampling strategy was selected, i. at the., the population factors? selection to create the test depends, to some extent, on the investigator? judgment since only the existing customers of Levi? s i9000 jeans were taken as respondents. There are not any known hypothèse that a unique element in the people may possess a share in the sample. MEASUREMENT SIZE Likert Size Likert level indicate the attitudes with the respondents simply by checking just how strongly that they agree or perhaps disagree with carefully constructed statements that range from incredibly positive to very adverse 9 toward attitudinal thing. In our customer survey we have designed questions of variables based on a levels of response each denoting a particular desire. 1 . installment payments on your 3.. your five. Strongly Acknowledge Agree Neutral Disagree Highly Disagree (SA) (A) (N) (D) (SD) Desired set of Levi? s jeans is easily available? SA A And D SECURE DIGITAL If the respondent answers while SA meaning 1, because of this he strongly agrees that the he’s fully pleased with the Levi? s denims. This level was chosen by all of us as it is ideal for calculation reasons like math mean, regular deviation and co-relation coefficient etc . as the research were conducting requires us to investigate the relationship between the variables, responses and also for factor analysis.
GENERALIZABILITY Generalizability refers to the amount of versatility in interpreting the data and ability to collect data coming from a wide variety of respondents. Also all of us consider flexibility to understand data accumulated from variety of respondents. Within our survey, we certainly have considered all close finished questions. Therefore , the respondents just have to choose their selections from the provided options. Close ended questions in our study helped us to collect and analyze the info because it provides us extravagance to collect info in the similar format via wide variety of respondents. 10 ANALYSIS METHODOLOGY
PRIMARY INTRODUCTION We certainly have taken the assistance of reports via various websites and databases including EBSCO and ProQuest in order to recognize important secondary factors which usually influence the choice of users of Levi? s denims. These sources feature highly-respected, diversified mix of scholarly publications, trade guides, magazines, and newspapers allowing us to spot variables pertaining to our examine and design and style our set of questions. Reliability Stats Cronbachs Alpha dog. 828 N of Items twenty one SAMPLING Main data was collected which is why the target foule were the students of Hyderabad.
The target sample size was of 350 however the info for 330 were analyzed, 20 respondents discarded because of inconsistency 11 ANALYSIS Descriptive statistics is usually run and the output acquired shows the mean, regular deviation and variance, the sample size and missing values, if any. Imply These are the means of the variables used in the factor analysis. Std. Deviation These are the standard deviations of the parameters used in the factor evaluation. Analysis And This is the number of instances used in the factor research. 12
ASPECT ANALYSIS IN SPSS Element Analysis is actually a technique for studying complex, multidimensional problems. It really is used to Analyze the root patterns or perhaps relationships for the large number of factors and acquire the information to a smaller set of factors or perhaps components. Reason for factor analysis Identify some dimensions that are latent Combine large number of objects into distinctly different groups or elements Create a completely new group of factors for even more analysis. For instance , use the rechtwinklig factors to get rid of multi-collinearity in a regression research.
The method utilized for running the factor examination is Primary Component. Inside our case, we will continue with the arrears method maintain Eigen worth =1. The most number of version is held at 25. KMO Bartlett’s Test The first table that we are certain to get in the SPSS output is a žKMO and Bartlett? t Test?. The KMO (Kaiser-Meyer-Olkin Measure of Sampling Adequacy) assessments whether the partially correlations between variables will be small. In other words, it tells us whether the info that we have intended for factor evaluation is good enough. A general guide is KMO, or = 0. 80: Excellent 0. 80 to 0. 0: Very Very good 0. 75 0. 70: Good 0. 60 to 0. 70: Fair zero. 50 zero. 60: Poor, or sama dengan 0. a few: Forget Normally KMO under 0. sixty is unacceptable. The Bartletts test of sphericity tests whether the correlation matrix is definitely an personality matrix, which will would reveal that the aspect model is inappropriate. The importance level of this kind of test must be lower than 0. 05 to be able to proceed further. KMO and Bartletts Test out Kaiser-Meyer-Olkin Way of measuring Sampling Adequacy. Bartletts Test of Sphericity Approx. Chi-Square df Sej.. 891 2356. 530 210. 000 13 Interpretation In such a case the KMO value is definitely 89. % which based on the standards is known as VERY VERY GOOD also the model is significant snabel-a 5%. Therefore the data seems to be acceptable pertaining to the study. COMMUNALITIES Communality of your variable is the proportion in the variance paid for by the factors included in the solution. The method utilized is Basic principle Component Analysis and the communalities are well over 0. five which indicates that these elements can be considered intended for the Aspect Analysis. Yet , if we think that the factors that have low communality are crucial to our research, we may keep them and manage the full aspect solution (i.. the rotated component matrix) and see if the effects obtained happen to be meaningful. Meaning The communality of Affordability- Price with the product varying is 0. 733 plus the number of factors in the answer is 10, it signifies that these 10 factors explain 73. 3 % of the variance of this particular changing. It is always great to remove all those variables which may have communality lower than 0. 60. In our result there is only one variable žConvenience in washing’ (0. 467) whose principles is 14 very will be marginally below 0. your five so do not remove them from our analysis.
All the other variables include reasonably high communalities. The next table is the žTotal Difference Explained? stand. Eigen beliefs are the variance explained by each factor. It is called the žinitial Eigen value? as the factor answer that we have received is certainly not rotated and so may not be the best. The percentage of variance is the proportion of variance the result of that factor to the total variance. Likewise notice that the amount of factors which have been shown inside the output is fixed by the condition of Eigen value greater than 1 .
Interpretation For example , if the Besonders value can be 6. 795, then the element corresponding to the Eigen value i. e in this case ELEMENT 1 talks about 6. 795variance. The percentage of variance is definitely the proportion of variance explained by the aspect to the total variance. As well the number of elements that are demonstrated in the output is restricted by the condition of Eigen value greater than 1 . In such a case, the first 6 elements have the Besonders values greater than 1 and they cumulatively describe 62. 67% of the difference, therefore we take into account the particular first 6 factors to keep. 5 SCREE PLOT The next plot is the Scree Storyline which is graph between Aspect (read component, in your case) and Eigen value. This kind of plot can be described as visual inspection as to how many factors explain important computer data suitably. Normally, the number of factors is selected where the scree plots trim out. The scree storyline also offers you an idea as to whether you can unwind your Besonders value higher than 1 criterion. Interpretation The Scree Plot which is graph between element and Besonders value. This kind of plot can be described as visual inspection as to just how many factors explain your details suitably.
Normally, the number of factors is selected where the scree plots flatten out. In this case the plan starts to flatten at 12. So our company is considering the 1st 10 elements only. It also gives an idea as to whether we are able to relax the Eigen value greater than one particular criterion. Below we are certainly not relaxing this condition. Rotated Aspect Matrix Like the žComponent matrix?, the žRotated Component Matrix? specifies the correlation among Rotated elements and the parameters. Normally, a rotated aspect loading greater than 0. a few is considered to be substantial. The variable that has in least an issue loading of 0. is said to have remarkably loaded on that element. All parameters that have excessive loadings happen to be loaded onto that factor. 16 Spun Component Matrix Component 1 Affordability- Selling price of the item Desired pair of levis denims is easily obtainable? Durability of clothing (Levis Denim) Durability of Sewing of Levis Jeans Convenience of Levis jeans Variety/ Designs provided by Levis Strauss Range of hues offered by the manufacturer Range of fitting styles presented Range of sizes Convenience in washing Discounts/schemes offered by Levi Strauss Good value w. 3rd there’s r. product Levi’s responsiveness for the latest products Reliability of customer providers offered at Levis stores Response to enquiries regarding the porduct from the company Problems redressed time Advertisements marketing promotions of the item Location of Levis Stores Proximity of Levis Retailers Layout of Levis shops Salesmens Promptness in service. 818. 802. 728. 494. 649. 657. 939. 530. 725. 654. 705. 767. 743. 632 2 3 some 5. 791. 464 six. 631. 636. 767 Removal Method: Main Component Analysis. Rotation Approach: Varimax with Kaiser Normalization.
A Rotation converged in 8 iterations. 17 Model Absolute principles less than 0. 45 have already been suppressed. It was done to make the Rotated Element matrix look less jumbled as every factor charge below zero. 45 would be suppressed but is not deleted. In the final rotated and balanced Component matrix, all the parameters have been filled into the factors according to the worth of their Loadings. And it can be viewed that related variables have already been collated below one element. For example , parameters like strength, affordability, comfortability, value for money most current styles have been completely collated underneath factor1 called QUALITY.
Furthermore all the other related variables are combined as one factor whose names have been mentioned. Element Transformation Matrix The final stand that is to become looked into is definitely the žComponent Transformation Matrix? is the correlation between rotated and un-rotated factors. Model Summary a Predictors: (Constant), REGR factor rating 6 for analysis some, REGR component score a few for analysis 4, REGR factor rating 4 to get analysis 4, REGR aspect score a few for analysis 4, REGR factor rating 2 pertaining to analysis some, REGR component score one particular for examination 4 m Dependent Varying: How satisfied are you with all the product?
Model 18 In regression, the validity of the factors can be tested by comparing associated with the conditional variable. For this purpose, the significance principles at 95% significance level are tested. For a particular aspect to be significant, the significance must be lesser than 0. 05. The adjusted R2 (coefficient of determination) shows the proportion of difference in the conditional variable that is explained by the independent adjustable. In this, the adjusted R2 value can be 0. 418 which is great. Since the S value is less than 0. 05(0. 03 from this case) the model retains well.
You observe from the typical PP Plot that the regression line can be described as fairly great estimation with the expected values. The N statistic benefit is substantial this shows that the described variance is 5. 945 times the unexplained variance which once again reiterates the validity of the regression version. Interpretation The model is significant for 5% value level. nineteen CONCLUSION The sample can be described as representative of the target population. The conclusion we can draw from the above record research is the major factors are: Quality of Levi? s Jeans Levi? Retail outlet Designs Offered Customer Service Experience Price Special discounts offered The above mentioned factors are definitely the major indications of the fulfillment level of absolutely free themes. We deny the null hypothesis that Factors determined do not impact the level of fulfillment of the buyer as the model can be significant at 5%. Therefore we consider that the determined factors significantly affect the level of satisfaction. twenty The parameters the elements summary has below: FACTORS Factor 1 OLD FACTORS Durability of clothes, durability of stitching, comfort, variety of sizes, FRESH FACTORS
Quality of Levi’s Jeans Levi? s responsiveness towards the most current fashion trends Aspect 2 Factor 3 Area, Proximity, Structure Designs, range of fitting design, range of size offered by Levi? s Levi’s Store Styles Offered Factor 4 Trustworthiness of client services, Respond to enquiries regarding the product from your company, Issues redressed time, Salesmens Promptness in service Affordability, Desired pair of Levi? s jeans is easily available, Good value Discounts/ Plans offered Customer satisfaction Experience Factor 5 Selling price Factor 6th Discounts provided
Thus we seek to determine the factors for which Levis jeans users are happy to ensure that determining these factors will result in the corporation implementing procedures to increase the satisfaction degree of its users thus assuring more sales in future. 21 years old REFERENCES Aaker, D. (1996). Building Strong Brands. New york city: Free Press. Aaker, L. L. (1997). Dimensions of Brand Personality. Log of Marketing Analysis, 34: 47-356. Ailing Levi Strauss refits U. H. strategy. Simply by: Cuneo, Alice Z., Marketing Age, 00018899, 7/15/2002, Vol. 73, Issue 28 Anderson, Brian. “Levi? s will be out, khakis are in. 1999. http://www. wearablesbusiness. com (16 September. 2004). Anderson, E. W., Fornell, C., Lehman, M. R. (1994). Customer Satisfaction, Business and Success: Findings by Sweden. Diary of Marketing, 49, 3, 53-66 Bolton R and Came J They would (1991) A multistage model of customer? t assessments of service top quality and worth. J Buyer Res seventeen: 375-84 Boulding W, Kalra A, Staelin R and Zeithmal VIRTUAL ASSISTANT (1993) A dynamic method model of assistance quality: coming from expectations to behavioral intentions. J Mktg 30: 7-27. David T and Wilton P C (1988) Types of consumer satisfaction formation: Action.
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M Mktg 62: 46-59 Garbarino E and Johnson M S (1999) The different tasks of fulfillment, trust and commitment in customer human relationships. J Mktg 63: 70-87 Gilly, Meters. C., Postcomplaint Processes: From Organizational Response to Repurchase Habit, Journal of Consumer Affairs, Vol. twenty-one No . two, 1987, pp 293-313 Gilley, M. C. and Gelb, B. D., Post-purchase Consumer Processes as well as the Complaining Customer, Journal of Consumer Research, Vol being unfaithful No . doze, 1982, pp. 323-8. twenty-two Jean Remedy, $23 a Pop. By simply: Lee, Louise, BusinessWeek, 00077135, 6/28/2004, Issue 3889 Levis struggles to peddle Personal to males.
By: Cuneo, Alice Z .., Advertising Era, 00018899, 12/1/2003, Vol. seventy four, Issue 48 Lessons Coming from a Washed out Levi Strauss. By: Zellner, Wendy, BusinessWeek, 00077135, 12/15/2003, Issue 3862 McDonell, Meghann. “Denim Dilemma. the year 2003. http://www. journalism. ryerson. ca/online/downlo/selfhelp/denimdileme2. htm (24 Nov. 2004). Morganosky, M. A. and Postlewait, Deb. S., Consumers Evaluations of Apparel Kind, Expression, and Aesthetic Quality, Clothing Materials Research Log, Vol. six No . two, 1989, pp. 11-15. Morganosky, M. A. and Buckley, H. M. Complaint Patterns: Analysis by Demographics, Way of life, and Client Values, in Wallendorf, W. and Anderson, P. (Eds), Advances in Consumer Study, Association for Consumer Study, Provo, UT, Vol. 16, 1987, pp. 223-6 Oliver, R. T. (1980), “A cognitive version for the antecedents and consequences of satisfaction, Journal ofMarketing Research, 17, 460-469. Rao, Akshay R. and Kent N. Monroe. “The Effect of Value, Brand Name, and Store Brand on Buyers? Perceptions of Product Top quality: An Integrative Review. Journal of promoting Research. 6, no . several (1989): 351-357 Semon Jones T. Promoting News. Chi town: May 9, 1994. Client satisfaction is relative Vol. twenty eight, Iss. twelve, pg. 12-15, 1 pgs Steven Capital t. Goldber (April 2006)consumers will pay for jeans: Kiplinger? s i9000 p-66 Swan, J. Electronic. and Oliver, R. D., Postpurchase Communications by Buyers, Journal of Retailing, Vol. 65 No . 4, 1989, pp. 516-33. (Vrontis, G., Vronti, S. (2004), Levi Strauss: a worldwide marketing research, Journal of style Marketing and Supervision, ISSN: 1361-2026, Vol. eight No . four, pp. 38998) “Why Levi? still appears faded. 2002. http://www. businessweek. com (19 September. 2004) Walton, Scott. “Low-cost, high-fashion. 2004. http://www. azcentral. com (20 September. 2004). Youn, Soo. “Levi? s skinny jeans going low cost. 2005. http://www. nydailynews. com (19 Sept. 2004). “Levi Strauss Company. 2004. http://www. levistrauss. com (20 September. 2004) http://www. ucimc. org (18 September. 2004) http://www. responsibleshopper. org (18 Sept. 2004) 3 ANNEXURES QUESTIONNAIRE Consumer Pleasure level of Levi’s Jeans users * Required Do you possess a pair of Levi? Jeans? 2. Yes Simply no How a large number of pairs of Levi? h jeans do you possess? * one particular 2 a few More than several Gender Male Female Age group How often will you purchase a set of jeans? Sometimes Once every three months When every six months time Once a year In which of the following family profits group? 5. Below 2 hundred, 000 two hundred, 000 4 hundred, 000 4 hundred, 000 ” 600, 000 above six hundred, 000 Your decision of buying towards THE BRAND Levi? s, depends upon: 24 Brand linked position Authenticity of goods Publicity Versatility Are You pleased with the product, Levi’s jeans for the following variables.
Tick appropriate satisfaction level. Affordability- Price of the merchandise * 1 Strongly Concur 2 three or more 4 five Strongly Don’t agree Desired pair of Levi? t jeans is definitely available? 2. 1 Strongly Agree Reliability of clothing (Levi? s Denim) * you Strongle Acknowledge Durability of Stitching of Levi? s Denim jeans * you Strongly Concur Comfortability of Levi? s jeans 2. 1 Strongly Agree Variety/ Designs made available from Levis Strauss * 1 Strongly Concur 2 a few 4 5 Strongly Argue 2 3 4 your five Strongly Don’t agree 2 a few 4 five Strongly Don’t agree 2 several 4 5 Strongly Disagree 2 a few 4 a few Strongly Argue 25
Selection of shades offered by the brand 2. 1 Highly Agree Range of fitting styles offered 2. 1 Firmly Agree a couple of 3 some 5 Strongly Disagree 2 3 four 5 Strongly Disagree Array of sizes 5. 1 Highly Agree Convenience in washing * you Strongly Concur Discounts/schemes provided by Levi Strauss * 1 Strongly Acknowledge Value for money w. r. to product 2. 1 Highly Agree a couple of 3 four 5 Highly Disagree two 3 4 5 Firmly Disagree 2 3 some 5 Strongly Disagree two 3 4 5 Highly Disagree Levi? s responsiveness towards the newest fashion trends one particular Strongly Agree 2 a few 4 your five Strongly Don’t agree Reliability of customer services offered at Levi? s shops * dua puluh enam Strongly Consent 2 a few 4 five Strongly Disagree Response to questions regarding the porduct from the organization * 1 Strongly Acknowledge Complaints redressed time 2. 1 Highly Agree 2 3 4 5 Highly Disagree a couple of 3 four 5 Highly Disagree Adverts promotions with the product * 1 Highly Agree Area of Levi? s Shops * one particular Strongly Agree Proximity of Levi? s Stores 5. 1 Firmly Agree Structure of Levi? s shops * you Strongly Concur Salesmens Promptness in service * 1 Highly Agree two 3 4 5 Highly Disagree two 3 some 5 Highly Disagree a couple of 3 some 5 Highly Disagree 2 3 four 5 Highly Disagree two 3 5 5 Strongly Disagree several How satisfied are you together with the product? 1 Satisfied a couple of 3 some 5 Disappointed CATEGORICAL DATA: PAIR OF DENIMS 1: 1pair 2: 2pairs 3: 3 pairs 4: More than three or more pairs SEXUALITY 0: Men 1: Female AGE you: 18-22yrs 2: 23-26yrs several: 27above RATE OF RECURRENCE OF BUYING JEANS 1: from time to time 2: when in 3 months 3: when in six months 4: every year INCOME you: less than two hundred, 000 two: 200, 000-400, 000 3: 400, 000-600, 000 four. 600, 1000 above DECISION IS RELATED TO: 1: Brand Connected status two: Authenticity of products 3: Publicity 4: Versatality 28 29
