Levi's Brand Satisfaction

COMPARISON BETWEEN BUYING BEHAVIOR OF MALE AND FEMALE TOWARDS LEVIS JEANS
1. EXECUTIVE SUMMARY
The heading of the project being Comparison between buying behavior of male and female towards Levis jeans. It will concentrate more on find out the brand preference of consumers on jeans and at the same time will find out other aspects which will help the marketer to improve his product and bring it up to the standard of the target consumers. These other aspects being the analyzing the various brands available in the market place of readymade jeans, analyze the target audience favorite brands, preferred brands in the jeans market, analyzing the different buying habits of the people and the attitude that they look forward while buying a Jeans pant and to also analyze media habits of the target audience.
BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY
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2. INTRODUCTION
Most of the professional marketing companies understand that marketing is basically a dynamic field and not static. Because of its dynamic nature every activity in marketing should be redefined to ensure maximum profitability to the organization. The method employed by most of the companies is called development of marketing strategy. Marketing strategy is basically the companies planning activity and executing of that plan in the immediate future to achieve the objectives of the organization. Basically the marketing strategy comprises of identifying the customer, developing the product, pricing strategy, distribution strategy and communicating with the customers about the products. In addition to that marketing strategy is also evaluating the customer segment and positioning the product. To carry out such activities every company should know what is the need of the customer in terms of both physiological and psychological needs and evaluate the need satisfaction methods so that a company can design a very good strategy. This strategy leads to marketing success of a brand or a product. Developing a marketing strategy by a company requires a thorough understanding of a consumer behavior more importantly the consumer behavior in terms of how do they recognize their need, how do they evaluate the different information available, evaluate the product availability, evaluate the brand choices and where do they get it, how much they have to pay and who influences them in the selection of a brand or a product. Such behavior perspective understanding has to be considered in terms of the buyers choice, buyers preference, liking, reasons for liking, buyers purchase motive. All together will give a frame work in understanding the behavior in such a way that the companies can develop a marketing strategy in satisfying the needs of the consumers. Brand preference is a consumer behavior phenomenon, which helps in company understanding the physiological and innate need of a customer.
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2.1 INTRODUCTION TO MARKETING

Marketing is a restless dynamic field, changes have been gradual but pronounced shift in orientation of firms has seen from production to marketing. Moreover the role of marketing has been changing; thus changing the responsibilities of a marketing executive in making sound marketing decisions. In respect to this requirement. A formalized means of acquiring information to assist in making such decision has emerged and this is marketing research. Research connotes a systematic and objectives investigation of a subject or problem in order to discover relevant information.
2.1.1 MARKET
The concept of exchange leads to the concept of market A market consists of all the potential consumers sharing a particular need or want who might be willing to and able to engage in exchange to satisfy the need or want A market is a group of buyers and sellers interested in negotiating the terms of purchase or sale of goods and service. It is the sum total of the situation or environment in which the resources, activities and attitudes of buyers and sellers effect the demand for product in a given area.
2.1.2 MARKETING
Marketing means human activity taking place in relation to markets. It means working with markets to actualize potential exchange for the purpose of satisfying human needs and wants. Marketing is a social and managerial process individual and group obtain what they need and want through creating offering and exchanging products of value with others. It essentially consists of the performance of business activities having to do with affecting changes in the ownership and possession of goods and services. It deals with the creation of time and place utilities and that phase of business activity through which human wants are satisfied by exchange of goods and services for some valuable consideration.
BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY Page 3
2.1.3 MARKETING RESEARCH

Marketing research is the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing. Marketing research is the function which links the consumer, customer and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing action, monitor marketing performance and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, design the method for collecting information, manage and implement the data collection process analyze the result and communicate the findings and their implications.
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3.1 HISTORY OF JEANS:

3.1.1 Film Stars in Denim Jeans Influence the 1950s Jeans fashion history was truly made in the 1950s when film stars wore it in movies that the teenagers of the day followed with avid interest. For many years jeans were only used as work wear clothes, but by the 1940s they were considered leisure wear in America. Once pop and film stars like Elvis Presley, James Dean, and Marlon Brando sported them they became desirable internationally in the 1950s and are associated with rock and roll and pop music. Later in the 1960s, jean brands old and new were worn universally in the western world. 3.1.2 1970's Flower Power and Jeans In the 1970s individuals began to really personalize flared bell bottom versions of jeans with bells up the sides of flared jean's legs. Floral and abstract textural embroidery, metal eyelets and studs, transfers, appliqu and even anti-war graffiti biro writing were all popular forms of decoration. Jeans were a great hit with flower people and the hippie revolution. Jeans were the only uniform to wear to a 1970's pop concert. Jeans never seemed to die as individuals would cut off the legs to make bermuda shorts, then short shorts or even duffle bags using a cord to draw up the waist loops. Old jeans got recycled into patchwork jeans and skirts. 3.1.3 Levi 501s The most famous jeans are still probably those produced by Levi as Levi501s. Pre shrunk jeans had been introduced in the 1960s. 501s traditional button fly jeans designed in the Victorian era need to be shrunk to fit. They were a huge hit again in the 1980s when reintroduced to a new generation. In a television advertisement Nick Kamen removed his jeans and stripped to his underpants at a launderette. He proceeded to launder the jeans making them 'shrink to fit' to the music of Marvin Gaye's 'I heard it through the
grapevine'. Kamen helped make them into a new fashion item for a new generation with the link to sexual allure. 3.1.4 Designer Jeans By the 1980s ripped, frayed and torn jeans were a normal sight. Colored jeans from white through to pastels were also popular as were stonewashed blue jeans. In the 80s, designer jeans with names like Gloria Vanderbilt, Calvin Klein and Armani among so many fashion designers became the designer label jeans to be seen in. Stone washed jeans became a must. By the 1990s black jeans were very popular for a while and jeans in general were seen a lot in the early1990s. But shades of blue are always loved and sometimes the darkest shade is high fashion and sometimes the most washed out faded pairs become the hottest. Colored jean of all shades made an appearance. In 2000 designers were crystal beading and silver or gold spraying jeans amid tears, frayed slashes, and fur and feather decoration. Denim was hot yet again and used to make everything from footwear, jackets, bags, Basque corsets to jeweled cuffs. 3.1.5 Lycra in Jeans The 1990s saw some changes such as denim with an added percentage of Lycra to enhance fit and comfort. Jeans most definitely here to stay, as 50% of us under 60 like to wear them, easily prefer them to combat trousers, which are now considered very pass. Jeans with Lycra are so much more comfortable. They fit and cling around the buttocks in a way that accommodates less than perfect figures. 3.1.6 Levis Jeans Levis is a company that needs no introduction, the veritable inventors of denim itself, it is the one brand that we should all pay homage to. Levi Strauss & Co. was founded in San Francisco by Bavarian born tailor Levi Strauss in 1853. The true founder of the jean industry, Levis is easily one of the most successful and recognizable apparel brands in
history. They boast to even have become a part of the permanent exhibit at the Smithsonian Museum in Washington DC in 1964. Coveted by vintage clothing collectors all over the world, original styles such as 501s have the highest resale value of any jean on the market! Despite their overwhelming success Levis has remained a private company and isto this day operated by the decedents of Levi Strauss, theHaas Family.In 2005 the Haas Foundation was ranked seventh in the SF Business Times for cash given for philanthropy. In addition to their original denim line Levis, also produces Dockers, Levis Signature and various other premium and high-end lines. Levis are worn byjust about everybody
3.1.7
Available Levis Jeans
503 Skinny Jeans Levi's Jeans 505 Straight Leg Jeans Levi's Jeans 512 Slim Tapered Jeans Levi's Jeans 512 Slimming Jean w/Tummy Panel Levi's Jeans 513 Boy Cut Jeans Levi's Jeans 515 Boot Cut Jeans Levi's Jeans 518 Superlow Boot Cut Jeans Levi's Jeans 519 Flare Jeans Levi's Jeans 525 Boot Cut Jeans Levi's Jeans 528 Curvy Bootcut Jeans Levi's Jeans 528 Curvy Skinny Jean Levi's Jeans 529 Curvy Jeans Levi's Jeans
537 Flare Jean Levi's Jeans 542 Low Flare Jeans Levi's Jeans 542 Low Straight Jeans Levi's Jeans 542 Pencil Straight Leg Jeans Levi's Jeans 542 Trouser Flare Jean Levi's Jeans 545 Low Boot Cut Jeans Levi's Jeans 550 Relaxed Boot Cut Jeans Levi's Jeans Capital E Swank Boot Levi's Jeans City Trouser Jean-Misses Levi's Jeans Rigid Boot Cut Jeans Levi's Jeans Signature Low Rise Boot-Cut Jean Levi's Jeans Signature Low-Rise Boot cut Jean (juniors) Levi's Jeans Signature Mid Rise Boot-Cut Jean Levi's Jeans Tom Boy Slouch Levi's Jeans
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4.1 BUYER DECISION PROCESSES

Buyer decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service. More generally, decision making is the cognitive process of selecting a course of action from among multiple alternatives. Common examples include shopping and deciding what to eat. Decision making is said to be a psychological construct. This means that although we can never "see" a decision, we can infer from observable behavior that a decision has been made. Therefore we conclude that a psychological event that we call "decision making" has occurred. It is a construction that imputes commitment to action. That is, based on observable actions, we assume that people have made a commitment to effect the action. In general there are three ways of analyzing consumer buying decisions. They are:
Economic models - These models are largely quantitative and are based on the assumptions of rationality and near perfect knowledge. The consumer is seen to maximize their utility. See consumer theory. Game theory can also be used in some circumstances.
Psychological models - These models concentrate on psychological and cognitive processes such as motivation and need recognition. They are qualitative rather than quantitative and build on sociological factors like cultural influences and family influences.
Consumer behavior models - These are practical models used by marketers. They typically blend both economic and psychological models.
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Nobel laureate Herbert Simon sees economic decision making as a vain attempt to be rational. He claims (in 1947 and 1957) that if a complete analysis is to be done, a decision will be immensely complex. He also says that peoples' information processing ability is very limited. The assumption of a perfectly rational economic actor is unrealistic. Often we are influenced by emotional and non-rational considerations. When we try to be rational we are at best only partially successful. 4.2 Models of buyer decision making Making a few last minute decisions before purchasing a gold necklace from a Navy Exchange vendor. In an early study of the buyer decision process literature, Frank Nicosia (Nicosia, F. 1966) identified three types of buyer decision making models. They are the univariate model (He called it the "simple scheme".) in which only one behavioral determinant was allowed in a stimulus-response type of relationship; the multi-variety model (He called it a "reduced form scheme".) in which numerous independent variables were assumed to determine buyer behavior; and finally the "system of equations" model (He called it a "structural scheme" or "process scheme".) in which numerous functional relations (either univariate or multi-variety) interact in a complex system of equations. He concluded that only this third type of model is capable of expressing the complexity of buyer decision processes. I Nicosia builds a comprehensive model involving five modules. The encoding module includes determinants like "attributes of the brand", "environmental factors", "consumer's attributes", "attributes of the organization", and "attributes of the message". Other modules in the system include consumer decoding, search and evaluation, decision, and consumption.
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4.3 Cognitive and personal biases in decision making It is generally agreed that biases can creep into our decision making processes, calling into question the correctness of a decision. Below is a list of some of the more common cognitive biases.
Selective search for evidence - We tend to be willing to gather facts that support certain conclusions but disregard other facts that support different conclusions.
Selective perception - We actively screen-out information that we do not think is salient.
Premature termination of search for evidence - We tend to accept the first alternative that looks like it might work.
Conservatism and inertia - Unwillingness to change thought patterns that we have used in the past in the face of new circumstances.
Experiential limitations - Unwillingness or inability to look beyond the scope of our past experiences; rejection of the unfamiliar.
Wishful thinking or optimism - We tend to want to see things in a positive light and this can distort our perception and thinking.
Regency - We tend to place more attention on more recent information and either ignore or forget more distant information.
Repetition bias - A willingness to believe what we have been told most often and by the greatest number of different of sources.
Anchoring - Decisions are unduly influenced by initial information that shapes our view of subsequent information.
Group thinks - Peer pressure to conform to the opinions held by the group.
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Source credibility bias - We reject something if we have a bias against the person, organization, or group to which the person belongs: We are inclined to accept a statement by someone we like.
Incremental decision making and escalating commitment - We look at a decision as a small step in a process and this tends to perpetuate a series of similar decisions. This can be contrasted with zero-based decision making.
Inconsistency - The unwillingness to apply the same decision criteria in similar situations...
Attribution asymmetry - We tend to attribute our success to our abilities and talents, but we attribute our failures to bad luck and external factors. We attribute other's success to good luck, and their failures to their mistakes.
Role fulfillment - We conform to the decision making expectations that others have of someone in our position.
Underestimating uncertainty and the illusion of control - We tend to underestimate future uncertainty because we tend to believe we have more control over events than we really do.
Faulty generalizations - In order to simplify an extremely complex world, we tend to group things and people. These simplifying generalizations can bias decision making processes.
Ascription of causality - We tend to ascribe causation even when the evidence only suggests correlation. Just because birds fly to the equatorial regions when the trees lose their leaves, does not mean that the birds migrate because the trees lose their leaves.
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4.4 Consumer Buying Behavior Process
What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer.
When purchasing a product there are several processes, which consumers go through. These will be discussed below.
1. Problem/Need Recognition How do you decide which particular product or service to purchase? It could be that your Blue-Ray DVD player stops working and you now have to look for a new one. All those Blue-Ray DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a Blue-Ray player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. chocolate the process is different.
2. Information search So we have a problem, our Blue-Ray player no longer works and we need to buy a new one. What is the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often goes on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbors who may have the product you have in mind, and alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? To help with the purchase decision. You may even actually examine the product before you decide to purchase it.
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3. Evaluation of different purchase options. So what Blue-Ray DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. So for one customer, brand may be more important than price and another, features and price are just as This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshiba, but picture clarity is more important to you then sound. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be that the review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand. 4. Purchase decision Through the evaluation process discussed above, consumers will reach their final purchase decision and they reach the final process of going through the purchase action. The process of going to the shop to buy the product, which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone.
5. Post Purchase Behavior Ever have doubts about the product after you purchased it? This simply is post purchase behavior and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers
to feel proud of their purchase and they want the customer to purchase from them again. It is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organization. This limits post purchase behavior. I.e. you feel reassured that you own the latest advertised product.
4.5 Factors influencing the behavior of buyers Consumer behavior is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups? Culture is one factor that influences behavior. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO). These factors will influence their purchase behavior however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards too that have an impact on consumer behavior. So they can be a singer like the Lady Gaga or your immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgments and these views may influence consumer decisions. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behavior; do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service.
People's social status will also impact their behavior. What is their role within society? Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children, the type of job may mean you need to purchase formal clothes; the income which is earned has an impact. The lifestyle of someone who earns 250000 would clearly be different from someone who earns 25000. Also characters have an influence on buying decision. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made. 4.6 Maslows Hierarchy of Needs Abraham Maslow hierarchy of needs theory sets out to explain what motivated individuals in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals aim to meet basic psychological needs of hunger and thirst. When this has been met they then move up to the next stage of the hierarchy, safety needs, where the priority is with job security and knowing that you have a regular income. Social needs come in the next level of the hierarchy, the need to belong or be loved is a natural human desire and people strive for this belonging. Esteem need is the need for status and recognition within society, status sometimes drives people, the need to have a good job title and be recognized or the need to wear branded clothes as a symbol of status. Self-actualization the realization that an individual has reached their potential in life. The point of self-actualization is down to the individual, when do you know you have reached your point of self-fulfillment? But how does this concept help an organization trying to market a product or service? Well as we have established earlier within this website, marketing is about meeting needs and providing benefits, Maslows concept suggests that needs change as we go along our path of striving for self-actualization. Supermarket firms develop value brands to meet the psychological needs of hunger and thirst. Harrods develops products and services for
those who want have met their esteem needs. So Maslows concept is useful for marketers as it can help them understand consumer needs and wants. For further information on motivation theory please visit www.learnmanagement2.com 4.7 Types of buying behavior There are four typical types of buying behavior based on the type of products that intends to be purchased. 1. Complex buying behavior is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. 2. Habitual buying behavior is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. 3. Variety seeking buying behavior is where the individual likes to shop around and experiment with different products. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings! 4. Dissonance reducing buying behavior is when buyers are highly involved with the purchase of the product, because the purchase is expensive or infrequent. There is little difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers.
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5. RESEARCH METHODOLOGY
The objectives of this research are 1) To compare buying behavior of male and female towards Levis jeans. 2) To study the impact of family income and source of information about Levis jeans on satisfaction of male and female towards Levis brand.
This research has been conducted in two phases
1) Exploratory research 2) Conclusive research
Exploratory research design
Exploratory research has been conducted using secondary data and qualitative research
1) Secondary data (external): we used computerized data and some reports from the internet to gather the information related to our research.
2) Qualitative research Focus group: A focus group interview was carried out between 8 participants and 1 of them acting as a moderator. Exchange of opinions regarding the same was carefully noted.
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Conclusive research design A descriptive type research was followed and to be precise a single cross sectional design method was adopted. A survey concerning 50 respondents both male and female was carried out a single time. The data collection tool used for survey was questionnaires. Target population definition: Target population: All Levis jeans consumer, Gandhinagar. Unit: A consumer of Levis jeans Element: A consumer of Levis jeans Sampling Frame: Not available Extent: Gandhinagar, Gujarat Time: April 2012 Sample size: 50
Sampling technique: The sampling technique used for this research is non-probability convenience sampling. Sample size determination: Likert scale : 5-1/6 = 4/6 = 0.67 n = z2 2/D2 = 0.67 z = 1.96 and D = 0.185 n = (1.96)2 * (0.67)2 / (0.185)2 n = 50
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Scaling technique: likert scale Data analysis technique: chi square test Data analysis software: SPSS
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6.1 HYPOTHESIS TESTING 1:

Hypothesis testing between two variables 1. Income or Family income of respondent 2. Satisfaction of buyer towards Levis jeans
Test Performed: Chi-square test
Here, we considered two variables for chi-square test for hypothesis testing named Income or Family income of respondent and Satisfaction of buyer towards Levis jeans.
Hypothesis:
1. H0= There is an association between Income or Family income of respondent and satisfaction of buyer towards Levis jeans.
2. H1= There is no association between Income or Family income of respondent and satisfaction of buyer towards Levis jeans. Significance level () = 0.05
Result and findings about this test is as below.
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Income * Do you satisfied with the Levis brand? Cross tabulation Count Do you satisfied with the Levis brand? Yes Income <200000 200001-400000 400001-600000 >600000 Total 3 4 10 22 39 Table: T6.1.1 Interpretation: Mostly people having income more than 6,00,000rs satisfied with Levis brand and no one dissatisfied with Levis brand whose income is above 6,00,000rs annually. Respondents having income between 2, 00,001 4, 00,000rs annually gave neutral response toward satisfaction. Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 50 Table: T6.1.2
No 1 4 6 0 11
Total 4 8 16 22 50
Df 3 3 1
(2-sided) .007 .001 .009
12.121a 15.932 6.758
From testing we found Asymp. Sig. value 0.007 and Significance value of testing is 0.05. When compare both of it we found Asymp. Sig. value is less than testing significance value. So, H0 is rejected and H1 is accepted.
Symmetric Measures Approx. Value Nominal Nominal N of Valid Cases Table: T6.1.3 by Phi Cramer's V .492 .492 50 Sig. .007 .007
As per symmetric measure we found Approx. Sig. value is 0.007 as per both Phi and Cramers V testing and our testing significance value is 0.05. So, H0 is rejected and H1 is accepted.
CONCLUSION: There is no association between source of Income or Family income of respondent and satisfaction of buyer towards Levis jeans.
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6.2 HYPOTESIS TESTING 2:

Hypothesis testing between two variables 1. Source of Information about Levis jeans 2. Satisfaction of buyer towards Levis jeans
Test Performed: Chi-square test
Here, we considered two variables for chi-square test for hypothesis testing named Source of Information about Levis jeans and Satisfaction of buyer towards Levis jeans.
Hypothesis: H0= There is an association between source of information about Levis jeans and satisfaction of buyer towards Levis jeans. H1= There is no association between source of information about Levis jeans and satisfaction of buyer towards Levis jeans. Significance level () = 0.05
Result and findings about this test is as below.
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From which source you get information about Levi's jeans? * Do you satisfied with the Levis brand? Cross tabulation Count Do you satisfied with the Levis brand? yes From which source you get information about Levi's jeans? television advertisement newspaper print Magazine fm radio Friends Other Total Table: T6.2.1 Interpretation: Mostly respondents get information about Levis jeans from newspaper prints and magazine and mostly people got information from newspaper and magazine are satisfied with Levis brand. One more thing is people who got information from television advertisement are 100% satisfied with Levis brand. 12 8 6 5 1 39 4 2 1 4 0 11 16 10 7 9 1 50 7 No 0 Total 7
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Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 50 Table: T6.2.2 5.248a 6.581 1.762 Df 5 5 1 (2-sided) .386 .254 .184
From testing we found Asymp. Sig. value 0.386 and Significance value of testing is 0.05. When compare both of it we found Asymp. Sig. value is greater than testing significance value. So, H0 is accepted and H1 is rejected.
Symmetric Measures Approx. Value Nominal Nominal N of Valid Cases Table: T6.2.3 by Phi Cramer's V .324 .324 50 Sig. .386 .386
As per symmetric measure we found Approx. Sig. value is 0.368 as per both Phi and Cramers V testing and our testing significance value is 0.05. So, H0 is accepted and H1 is rejected.
CONCLUSION: There is an association between source of information about Levis jeans and satisfaction of buyer towards Levis jeans and as value is 0.386, there is weak association between source of information about Levis jeans and satisfaction of buyer towards Levis jeans.
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6.3 FREQUENCY DISTRIBUTION:
GENDER
male, female Valid Frequency Percent Valid male 25 50.0 50.0 100.0 Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0
female 25 Total 50
Table: T6.3.1
FIGURE: F6.3.1 Interpretation: Total 25 women and 25 men were taken as sample. So in our research we took 50% female and 50% male respondent.
AGE
Age Valid Frequency Percent Valid 18-21 years 10 22-25 years 31 26-29 years 8 >30 years Total 1 50 20.0 62.0 16.0 2.0 100.0 Table: T6.3.2 Percent 20.0 62.0 16.0 2.0 100.0 Cumulative Percent 20.0 82.0 98.0 100.0
FIGURE: F6.3.2 Interpretation: Mostly people between 22-25 years wear Levis jeans. 62% of people are between 22-25 years who wear Levis jeans and only 2% of the people who are above 30 years wear Levis jeans.
OCCUPATION
Occupation Valid Frequency Percent Valid Student Service 38 9 76.0 18.0 6.0 100.0 Table: T6.3.3 Percent 76.0 18.0 6.0 100.0 Cumulative Percent 76.0 94.0 100.0
Businessmen 3 Total 50
FIGURE: T6.3.3 Interpretation: Students are mostly crazy for branded jeans pant. 76% of people who wear jeans are students and only 6% people wear jeans are businessmen.
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FAMILY INCOME
Family income Valid Frequency Valid <200000 200001-400000 400001-600000 >600000 Total 4 8 16 22 50 Percent 8.0 16.0 32.0 44.0 100.0 Percent 8.0 16.0 32.0 44.0 100.0 Cumulative Percent 8.0 24.0 56.0 100.0
Table: T6.3.4
FIGURE: F6.3.4
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Interpretation: Among 50 respondent 44% respondent whose family income is above 6, 00,000 rs wear Levis jeans and only 8 percent respondent are wear branded jeans whose income is below 2,00,000 rs.
Q. Do you wear jeans pant?
Jeans pant preferred Valid Frequency Percent Valid yes 50 100.0 Percent 100.0 Cumulative Percent 100.0
Table: T6.3.5
FIGURE: F6.3.5
Interpretation: The entire respondent usually wears jeans pent
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Q. Why you wear jeans pant?
Reason for wear jeans pant Valid Frequency Percent Valid Comfor 21 t Style 12 24.0 30.0 4.0 100.0 24.0 30.0 4.0 100.0 66.0 96.0 100.0 42.0 Percent 42.0 Cumulative Percent 42.0
Fashion 15 Status Total 2 50
Table: T6.3.6
FIGURE: F6.3.6
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Interpretation: Mostly people wear jeans for comfort and fashion. Among 50 respondent 42% respondent wear jeans for comfort and 30% respondent wear jeans for fashion, 24% wear jeans for style. Only 4% respondents wear jeans for status. No one wear jeans for safety among 50 respondents.
Q. How often you buy jeans?
Frequency of buying jeans pant Valid Frequency Percent Valid once in month once in three month once in six month 21 once in nine month Total 50 100.0 Table: T6.3.7 100.0 8 42.0 16.0 42.0 16.0 84.0 100.0 2 19 4.0 38.0 Percent 4.0 38.0 Cumulative Percent 4.0 42.0
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FIGURE: F6.3.7
Interpretation: Among 50 respondents mostly people buy jeans every 3-6 months. 42% respondents buy jeans every 6 months and 38% respondents buy jeans every 3 months. Only 4% respondents buy jeans every month and 16% buy jeans once in year.
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Q. Who influence you to buy jeans?
Influence on buying Valid Frequency Percent Valid Friends family member Celebrities no body Total 5 24 50 10.0 48.0 100.0 Table: T6.3.8 10.0 48.0 100.0 52.0 100.0 17 4 34.0 8.0 Percent 34.0 8.0 Cumulative Percent 34.0 42.0
FIGURE: F6.3.8
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Interpretation: Among 50 respondent 48% respondents do not influence by others and 34% respondents influence by friends. Very less 8% respondents influence by family members and 10% influence by celebrities. Q. Have you ever buy Levis jeans?
Buying of Levis jeans Valid Frequency Percent Valid yes 50 100.0 Percent 100.0 Cumulative Percent 100.0
Table: T6.3.9
FIGURE: F6.3.9 Interpretation: The entire respondents bought Levis jeans pant once in life.
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Q. From which source you get information about Levis jeans? Source of information about Levis jeans Valid Frequency Percent Valid television advertisement newspaper print Magazine FM radio Friends Other Total 16 10 7 9 1 50 32.0 20.0 14.0 18.0 2.0 100.0 32.0 20.0 14.0 18.0 2.0 100.0 46.0 66.0 80.0 98.0 100.0 7 14.0 Percent 14.0 Cumulative Percent 14.0
Table: T6.3.10
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FIGURE: F6.3.10 Interpretation: Mostly respondents get information about Levis jeans from newspaper prints and magazine. 32% respondents get information from newspaper prints and 20% from magazine. About 18% respondents get information about Levis jeans from their friends and 14% respondents get information from television advertisement and FM radio. So we can say that newspaper and magazine are most popular source to get information about Levis jeans.
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Q. Are you regular buyer of Levis jeans?
Regularity to buy Levis jeans Valid Frequency Percent Valid yes no Total 32 18 50 64.0 36.0 100.0 Percent 64.0 36.0 100.0 Cumulative Percent 64.0 100.0
Table: T6.3.11
FIGURE: F6.3.11 Interpretation: Among 50 respondents, 64% respondents are regular buyer of Levis jeans and 36% respondents switch over brand.
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Q. Do you satisfied with Levis brand?
Satisfaction towards Levis brand Valid Frequency Percent Valid yes no Total 39 11 50 78.0 22.0 100.0 Percent 78.0 22.0 100.0 Cumulative Percent 78.0 100.0
Table: T6.3.12
FIGURE: F6.3.12 Interpretation: Among 50 respondents, 78% respondents satisfied with Levis brand and 22% respondents not satisfied with Levis brand having one or more reason.
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Q. Do you recommend this brand to others?
Recommendation of brand to other Valid Frequency Percent Valid yes no Total 38 12 50 76.0 24.0 100.0 Percent 76.0 24.0 100.0 Cumulative Percent 76.0 100.0
Table: T6.3.13
FIGURE: F6.3.13
Interpretation: Mostly people recommend this brand to others among respondents. 76% respondents said that they will recommend Levis brand to other people.
Q. Do you re-purchase the same brand again?
Re-purchase same brand Valid Frequency Percent Valid yes no Total 37 13 50 74.0 26.0 100.0 Percent 74.0 26.0 100.0 Cumulative Percent 74.0 100.0
Table: T6.3.14
FIGURE: F6.3.14
Interpretation: About 74% respondents will go for same brand. Mostly people who satisfied with the brand will go for re-purchase.
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Q. What is the image of Levis brand in your mind? Image of Levis brand Valid Frequency Percent Valid Bad not good not bad Good very good Total 23 13 50 46.0 26.0 100.0 Table: T6.3.15 46.0 26.0 100.0 74.0 100.0 6 8 12.0 16.0 Percent 12.0 16.0 Cumulative Percent 12.0 28.0
FIGURE: F6.3.15
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Interpretation: People who satisfied with brand said good and very good for the brand. 46% respondents said that Levis brand is good and 26% said very well about brand. No one said very badly for brand and 12% respondent having bad image in their mind. Overall 72% respondents said positive about Levis brand, 12% said negative about brand and reaming 16% respondents are neutral about Levis brand.
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6.4 MEAN VALUES OF IMPORTANT ATTRIBUTES RELATED TO BUYING BEHAVIOR OF LEVIS JEANS
FACTOR Price Brand Place Style Color/Design Fit/Sizing Durability Comfort Safety Quality Variety Discount
MALE (Grand Mean) 3.6266 3.8000 3.6500 3.7100 3.2133 3.2200 3.2200 4.2400 3.6800 3.7800 3.3600 3.1600 Table: T6.4.1
FEMALE (Grand Mean) 3.7066 3.8133 3.6900 3.6100 3.1733 3.2600 3.1800 4.2000 3.7866 3.8600 3.3200 3.1000
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6.5 DISCUSSION: We can compare price wise impact of the factors on consumer buying behavior of male and female from this calculation of grand mean. Grand mean (3.6266) for price for male is less than grand mean (3.7066) for price for female. So, we can say that females are more concern with the price than male. Grand mean (3.8000) for brand for male is nearly equal to grand mean (3.8133) for female. So. We can say that Male and female are equally believes that higher the price the higher the quality of jeans and brand affects their status. Grand mean (3.6500) for place for male is less than grand mean (3.6900) for female. So, Place is variable which impact somewhat more on female buying behavior than male. Grand mean (3.7100) for brand for male is more than grand mean (3.6100) for female. So, Males are more concern with style than females. Grand mean (3.2133) for color/design for male is more than grand mean (3.1733) for female. So, Males prefer more dark color jeans than females and females are more concern with sky blue color jeans than males and plain jeans are more prefer by females than males. Overall male are more concern with color/design than females. Grand mean (3.2200) for Fit/Sizing for male is nearly equal to grand mean (3.2600) for female. So, there is no much difference between male and female buying behavior as far as fit/sizing is concerned. Grand mean (3.2200) for Durability for male is more than grand mean (3.1800) for female. So, Females are more prefer long durable jeans while males are more concern with short durable jeans. Grand mean (4.2400) for comfort for male is more than grand mean (4.2000) for female. Male are more concern with the comfort but not more difference between consumer buying behaviors. Grand mean (3.6800) for safety for male is less than grand mean (3.7866) for female. So, we can say that Female are more concern with safety of skin. Female thinks that branded jeans provide more safety than ordinary more than males. Overall females are more concern to safety than males. Grand mean (3.7800) for quality for male is less than grand mean (3.8600) for female. So, Females generally use more time and effort to buy the best quality jeans. Overall females are more concern with quality than males. Grand mean (3.3600) for variety for male is more than grand
mean (3.3200) for female. Males are more concern with variety than females. Grand mean (3.1600) for discount for male is more than grand mean (3.100) for female. So, Males are more concern with discount than females and females think that discounted jeans are not standard.
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6.6 CONCLUSION: As per above discussion we can conclude that males are more concern with style, color/design, durability, comfort, variety and discount when going to buy branded jeans (Levis), females are more concern with price, place, safety and quality when going to buy jeans and the impact of the brand and fit/sizing as factor is nearly same on buying behavior of male and female both.
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7. BIBLIOGRAPHY
Carlyn, Marcia. An Assessment of the Myers-Briggs Type Indicator. Journal of Personality Assessment. 41.5 (1977): 461-73. Cheng, Many M., Peter F. Luckett, and Axel K. Schulz. The Effects of Cognitive Style Diversity on Decision-Making Dyads: An Empirical Analysis in the Context of a Complex Task. Behavioral Research in Accounting. 15 (2003): 39-62. Gardner, William L., and Mark J. Martinko. Using the Myers-Briggs Type Indicator to Study Managers: A Literature Review and Research Agenda. Journal of Management. 22.1 (1996): 45-83. Henderson, John C., and Paul C. Nutt. Influence of Decision Style on Decision Making Behavior. Management Science. 26.4 (1980): 371-386. Kennedy, Bryan R., and Ashely D. Kennedy. Using the Myers-Briggs Type Indicator in Career Counseling. Journal of Employment Counseling. 41.1 (2004): 38-44. Myers, I. (1962) Introduction to Type: A description of the theory and applications of the Myers-Briggs type indicator, Consulting Psychologists Press, Palo Alto Ca., 1962. Nicosia, F. (1966) Consumer Decision Processes, Prentice Hall, Englewood Cliffs, 1966. Pittenger, David J. The Utility of the Myers-Briggs Type Indicator. Review of Educational Research. 63:4 (1993): 467-488. Simon, H. (1947) Administrative behaviour, Macmillan, New York, 1947, (also 2nd edition 1957). Volkema, Roger J., and Ronald H. Gorman. "The Influence of Cognitive-Based Group Composition on Decision-Making Process and Outcome." Journal of Management Studies. 35.1 (1998): 105-121. Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Lee, M., & Burns, L. D. (1993). Self-consciousness and clothing purchase criteria of Korean
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and United States college women. Clothing and Textiles Research Journal, 11(4), 32-40. Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36 (1), 45-57. Ailawadi, K. L. (2001). The retail power-performance conundrum: What have we learnt?. Journal of Retailing, 77 299-318. Bello, D. C. & Holbrook, M. B. (1995). Does an absence of brand equity generalize across product classes?. Journal of Business Research, 34 125-131. (2),
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GENDER: O MALE AGE: O 18 Years to 21 Years O 26 Years to 29 Years OCCUPATION: O Student O Service O Businessman O 22 Years to 25 Years O More than 30 Years O FEMALE
FAMILY INCOME: O Below 2,00,000 O 4,00,001 to 6,00,000 O 2,00.001 to 4,00,000 O More than 6,00,000
SECTION 1 Please indicate that what your opinion towards following questions is. 1. Do you wear jeans pant? O Yes O No 2. Why you wear jeans pant? O Comfort O Style O Fashion O Safety O Status O Other: If other mention: ______________
3. How often you buy jeans? O Once in month O Once in three months O Once in six months O Once in nine months O Once in year 4. Who influence you to buy jeans? O Friends O Family member O Celebrities O No body 5. Have you ever buy Levis jeans O Yes O No 6. From which source you get information about Levis jeans? O Television Advertisement O Newspaper Print O Magazine O FM Radio O Friends O Other: If other, mention: ________________ 7. Are you regular buyer of Levis jeans? O Yes O No
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SECTION 2 Some attributes/variables/factors mentioned here. Read each and every factors and based upon your own belief rate all the factors as per rating scale mentioned below, 1=Very less important important Attributes/variables/factors Price Brand Place Style Color/Design Fit/Sizing Durability Comfort Safety Quality Variety Discount 2=Less important 3=Important 4=Very much
Very less important 1 1 1 1 1 1 1 1 1 1 1 1
Less important 2 2 2 2 2 2 2 2 2 2 2 2
Important 3 3 3 3 3 3 3 3 3 3 3 3
Very much important 4 4 4 4 4 4 4 4 4 4 4 4
SECTION 3 Read following statement which are based on above attributes and based upon your own experience and belief rate all the statement as per rating scale mention below, 1=Strongly Disagree 2=Disagree Statement 1. Price comes first in my mind when I am going to purchase jeans. 2. I look carefully to find the jeans with the best value for money.
3=Neutral
4=Agree
5=Strongly Agree Neutral Agree Strongly Agree
PRICE Strongly Disagree Disagree
3. I carefully calculate how much I spend in shopping jeans
4. I always prefer jeans having high price. 5. Low price of jeans have low quality and less durability. 6. Branded jeans always have high price.
Statement 1. I usually purchase jeans from reputable international clothing brands. 2. I usually shop different brands to source a variety of choices when buying jeans. 3. I usually purchase more expensive jeans brands. 4. The higher the price, the higher the quality of jeans.
BRAND Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
5. The most well-known and advertised clothing brands are usually good choices to purchase jeans. 6. Branded jeans are more comfortable than ordinary jeans.
7. Brand provides uniqueness. 8. Brand affects my status.
Statement 1. I always go to the same store/stores to buy jeans. 2. Up-market department and specialty stores offer me the best jeans. 3. I usually prefer store having friendly atmosphere. 4. I attract toward the decoration in store when go for buy jeans.
PLACE Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
Statement 1. I usually have one or more jeans of the very newest or trendy styles. 2. Fashionable styling is very important to me.
STYLE Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
3. Jeans give me more style than traditional cloths.

4. I would like to visit special shops which represent new style and fashion and which makes distinctive separation from old fashion.
COLOR/DESIGN Statement Strongly Disagree Disagree 1. I always prefer dark color jeans.
Neutral
Agree
Strongly Agree
2. I always prefer light blue or sky blue color jeans. 3. Highly designed jeans prefer less than plain jeans.
Statement 1. I always prefer skin tight jeans rather than loose one. 2. Sizing is matter a lot when I am going for jeans.
FIT/SIZING Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
Statement 1. I always prefer long durable jeans. 2. I always prefer short durable jeans because I want to change my style every month.
DURABILITY Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
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Statement 1. Comfortable jeans are most preferred by me.
COMFORT Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
Statement 1. I always prefer jeans which is not affect my skin 2. Branded jeans provide me more safely than ordinary. 3. Thick jeans provide safety but give less comfort.
SAFETY Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
Statement 1. Casual wears with the best quality are usually my choice. 2. I use much time and effort to buy the best quality jeans. 3. My standards and expectations on the quality of the jeans I bought are very high
4. Quality comes first when I am
QUALITY Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
going to buy jeans.

Statement 1. I usually shop different brands to source a variety of choices when buying jeans. 2. I often feel confused because there are many jeans brands to choose when considering variety. 3. I always prefer variety in jeans.
4. I am not interested in variety
VARIETY Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
because I always prefer a standard one.
Statement 1. I mostly prefer discounted jeans rather than regular priced jeans. 2. Discounted jeans have less quality. 3. Discounted jeans are not standard.
DISCOUNT Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
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SECTION 5 Read questions below and give your opinion as per your overall thinking about Levis jeans. 1. Do you satisfied with the Levis brand? O Yes O No 2. Do you recommend this brand to others? O Yes O No 3. Do you re-purchase the same brand again? O Yes O No 4. What is the image of Levis brand in your mind? O Very Bad O Bad O Not Good not Bad O Good O Very Good
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Levi&#39;s Brand Satisfaction

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COMPARISON BETWEEN BUYING BEHAVIOR OF MALE AND FEMALE TOWARDS LEVIS JEANS

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

2.1 INTRODUCTION TO MARKETING

2.1.3 MARKETING RESEARCH

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

3.1 HISTORY OF JEANS:

Available Levis Jeans

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

4.1 BUYER DECISION PROCESSES

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Selective perception - We actively screen-out information that we do not think is salient.

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

4.4 Consumer Buying Behavior Process

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

This research has been conducted in two phases

1) Exploratory research 2) Conclusive research

Exploratory research design

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

6.1 HYPOTHESIS TESTING 1:

Test Performed: Chi-square test

Result and findings about this test is as below.

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

(2-sided) .007 .001 .009

12.121a 15.932 6.758

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

6.2 HYPOTESIS TESTING 2:

Test Performed: Chi-square test

Result and findings about this test is as below.

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

6.3 FREQUENCY DISTRIBUTION:

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Q. Do you wear jeans pant?

Interpretation: The entire respondent usually wears jeans pent

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Q. Why you wear jeans pant?

Fashion 15 Status Total 2 50

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Q. How often you buy jeans?

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Q. Who influence you to buy jeans?

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Q. Are you regular buyer of Levis jeans?

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Q. Do you satisfied with Levis brand?

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Q. Do you recommend this brand to others?

Q. Do you re-purchase the same brand again?

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

Levi's Brand Satisfaction

Levi's Brand Satisfaction