Fahad Rasheed (57166)Ahsan Riaz

Farruk AyubNoman Ahmad Mithani

Syed Abbas Raza Rizvi

ACKNOWLEDGEMENT

Through this acknowledgment we express our sincere gratitude towardall those people who have helped us in the preparation of this

project which has been a learning experience.Our sincere thanks to Sir Fiaz Ullah Jawad under whose able

guidance and kind cooperation we are able to complete the projectwork titled “customer buying preference & satisfaction towards

Levi’s Strauss’’.

Executive Summary

The project was done to obtain the current level of satisfaction of Levis jeans users. So also, what are their preferences in buying jeans? Both coupled yieldedreasons for current level of satisfaction and means to increase it. There was insufficient secondary data due to which primary data was collected. The project was conducted within the geographical region of opulent mall, Ghaziabad. With a sample size of 200 respondents. The data collected was analyzed with the help of Statistical tools like frequency charts like bar and pie were used to analyze the data. The findings analyzed and based onthe analysis conclusions were drawn and requisite recommendations were provided. These included: 1) concentrating more on advertising 2) Increasing availability through local outlets3) Reaching the economy segment etc.

Introduction Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss& Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with sales in morethan 100 countries. There is no other company with a comparable global presence in the jeans and casual pants markets. Their market-leading apparel products are sold under the Levi's®, Dockers® and Levi Strauss Signature brands. In 1873, Levi Strauss and Nevada tailor Jacob Davis pat ended the process of putting rivets in pants for strength, and the world’s first jeans Levi's® jeans were born. Today, the Levi’s® trademark is one of the most recognized in the world and is registered in more than 160 countries. Descendants of the family of Levi Strauss privately hold the company. Shares of company stock are not publicly traded. Shares of Levi Strauss Japan K.K., thecompany's Japanese affiliate, are publicly traded in Japan. (For additional financial information, visit our"News and Financial “section).The company employs a staff of approximately 12,400people worldwide,

including approximately 1,500 people at its SanFrancisco, California headquarters. Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss, the Americas (LSA),based in the San Francisco headquarters Levi Strauss Europe, Middle East, and Africa (LSEMA), based in Brussels Asia Pacific Division (APD), based in Singapore.

Objective A Study on Customer Satisfaction & Brand Performance ofJeans Trouser Jeans trouser has been innovated during 1950s for a coal mines worker by Denim. By looking overthe popularity of jeans trouser and changing trend in fashion made it essential to understand the factor which is desirable to make customer satisfied. The objective of the study was to know the characteristic and significance of Fashion & offer, generic

requirement, efficient quality, Value for money, services and maturity of person which may generate satisfaction in the customer’s mind. We have conducted survey and used the data collected through respondents.Our sample size was 200 and our all respondent were from city of GHAZIABAD (U.P), India. We used suitable multivariate technique to conclude the result of survey. 1) To analyze factors influencing consumers decision tobuy branded jeans. 2) To analyze the factors influencing perception and buying decision of consumers. 3) Measure the level of satisfaction of the brand from its competitors. 4) To study and measure satisfaction level of Levis jeans users. 5) To suggest alternatives for enhancing customer satisfaction.

Company Profile Levi Strauss & Co. is a worldwide corporation organizedinto three geographic divisions: Levi Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based in Singapore. The company employs a staff of approximately10,500 people worldwide. The core Levi's was founded in1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion.From the early 1960s through the mid-1970s, Levi Strauss experienced explosive growth in its business asthe more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for thebrand. Levi's, under the leadership of Walter Haas Jr.,Peter Haas, Ed Combs, and Mel Bacharach, expanded the firm's clothing line by adding new fashions and models,including stone-washed jeans through the acquisition ofGreat Western Garment Co.(GWG), a Canadian clothing manufacturer, and introducing Permanent Press trousers under the Starkest name. The company experienced rapid expansion of its manufacturing capacity from fewer than16 plants to more than 63 plants in the United States from 1964 to 1974 and 25 overseas. Levi's' factory expansion was accomplished without a single unionized employee. The use of "pay for performance" manufacturing at the sewing machine operator level up. As a result, Levi's' plants were perhaps the highest performing, best organized and cleanest textile facilities of their time. Levi's even piped in air conditioning for the comfort of Levi's workers into itspress plants, which were known in the industry to be notoriously hot.2004 saw a sharp decline of GWG in the

face of global outsourcing, so the company was closed and the Edmonton manufacturing plant shut down. The Dockers brand, launched in 1986[5] which is sold largely through department store chains, helped the company grow through the mid-1990s, as denim sales began to fade. Dockers were introduced into Europe in 1993. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the company's $2 billion outstanding debt. Launched in 2003, Levi Strauss Signature features Jeanswear and casual wear. In November 2007, Levi's released a mobile phone in co-operation with Mode Labs. Many of the cosmetic attributes are customizable at the point of purchase. During the launch of Levi's Curve ID jeans, Levi launched a 5 week integrated marketing campaign.

Brands The products of Levi Strauss & Co are sold fewer than three brands: 1. Levi's® Since their invention in 1873, Levi's® jeans have become one of the most successful and widely recognizedbrands in the history of the apparel industry 2. Dockers® Dockers® brand, which pioneered the movement toward business casual, has led the U.S.khaki category since the brand's 1986 launch, and is now available in numerous countries. 3. Levi Strauss signature In 2003 the launch of the Levi Strauss Signature™ brand, giving value consumers high-quality and fashionable clothing from a company from which the customer trust.

Mission Statement The mission of Levis Strauss & Co. is to sustain responsible commercial; success as a global marketing company of branded apparel. They must balance goals of superior profitability and return on investment, leadership market positions, and superior products and services. They will conduct our business ethically and demonstrate leader ship in satisfying our responsibilities to our communities and to society. Their work environment will be safe and productive and characterized by fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development.

Aspiration statement They want a company that make them proud of and committed to, where all employees have an opportunity to contribute, learn, grow and advanced based on merit,not politics or background. They want their people to feel respected, treated fairly, listened to and involved. Above all, they want satisfaction from accomplishments and friendships, balanced personal and professional lives, and to have fun in our endeavors.

Vision statement When LS & Co. describe the future of Levi they are talking about a building on the foundation they have

inherited: affirming best of their Company’s tradition,closing gaps that may exist between principles and practices and updating some of their values to reflect contemporary.

Segmentation Market segmentation is the selection of groups of people who will be most receptive to a product. The most frequent methods of segmenting include demographicvariables such as age, sex, race, income, occupation, education, and house.Old status, and geographic location; psychographic variables such as life-style, activities, interests, and opinions; product use patterns; and product benefits. Much segmentation involves combinations of these methods. No matter how segments are defined, however, they are characterized by considerable change over time. The readings in this section exemplify areasof rapid change.

Basis of market segmentation Demographic Segmentation Geographic Segmentation Psychographic Segmentation Behavioral Segmentation Target Market: JEANS targets its market by evaluating the wants of customers. Mostly Levi’s targets its market among the following classes: Upper Class Upper Middle Class

Target Market Strategy Target market strategy adopted by Levis is basically onhaving long-term relations with their customers and to provide them with better product. Benefits of Segmentation: Levis has got customer oriented approach by segmentation. Company is promoting its products effectively within segments by print media as well as electronic media, e.g. Newspapers, Signboards, Television commercials, Internet, etc. Company is providing their customers with stylish better quality and different product keeping in view its cost. Conditions for effective segmentation JEANS is fulfilling the conditions for effective segmentation. Segments are strong enough to make profit. Segments of company are measurable . Limitation of Segmentation Because of segmentation, Levi’s faces some limitations.Lack of awareness in middle class. Company has to pay

extra cost for multi-advertisement. In Pakistan they have to face several Culture problems.

Marketing mix The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. Marketing-mix decisions must be made forinfluencing the trade channels as well as the final consumers. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product, price, place and promotion. Note that the fourPs represent the seller’s view of the marketing tools available for influencing buyers.

Major Competitors

They are much proud to say with surety that their products completely satisfy their consumers. That’s whythey don’t face much competition in their business. Butyet there are some competitors.

Pepe Jeans

Leeds (US Apparels) Gaap Jeans Cambridge Their prices are not influenced by the competitors. Such a stuff, design and fashion which don’t have the enough sales are recall back to the company. Again company issues this stuff to their own outlets for saleat discount prices

SWOT AnalysisStrengths

Levi’s enjoys high brand equity. People all around the world recognize the brand name. Levi’s products are unique and innovative in the style.A lot of variety is offered by Levi’s ranging from sunglasses to skirts and shirts. The products are renowned and are considered as the most durable i.e. the long lasting products. Levi’s follows a high standard of quality

Weakness Levi’s products are considered as very expensive. Therefore a large percentage of people are reluctant tobuy the products. As no discounts are present and products are sold at fixed prices many customers are lost. Levi’s does not provide any services like free deliveryetc

Opportunities

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

The kid’s section, which has been started from few years, should also be given proper attention to gain customers. Sales promotion can be increased by increasing the advertisements expenses so as to enjoy a large number of customers.

Threats Likely entry of new competitors. Rising sales of substitute products.

Slower market growth. Adverse government pressures.

4P’s of Levi’s Strauss

Price It can be simply defined as: “The currency value charged to a Client by the company for a product or service”. Is one of the most important elements of the marketing mix, as it is the only mix, which generates aturnover for the organization? The remaining 3p's are the variable cost for the organization. It costs to produce and design a product; it costs to distribute a product and costs to promote it. List Price: Their all products are sold at listed price, which are settled by the Levis Company (Singapore). There is no discount to offer .Credit Sales: They also deal with credit sales, but we don’t overcharges to the customers, we pay it our self to thebank (3 %). Products are only sold for cash or on credit cards Discount: They don’t give the discount to our customers even to the employees of the Levis. Their prices are fixed. Payment Period & Credit Terms:

Payment Period & Credit Terms are settled by the company. Price Determination: During the determination of the price company not considered the competitors, but the standard that is used is considered .Their price is influenced by the following factors:- Cost of the product Affordable for the target market Demand of the product Uniqueness and innovative features of the products.

Product Red tab jeans offer traditional cuts Silver Tab jeans define fashion looks with a backgroundof quality Levi’s jeans expanded its fashion designs not only in men and women apparels, but also in kids wear. Place Vast distribution channels spread all over the world In Asia it has the brand distribution in the countries like China, Guam, India & Japan In India, its products are distributed by Mayor marketing, which is headquartered at New Delhi.

Promotion Aggressive campaigns Launch and promotions are coordinated with licenses in various countries Advertisements through mass media such as print and electronic transmission bell boards and on the internetare some of LEVI’S ways of raising brand awareness among the consumers.

Mode of sourcing Levis works with direct sourcing in INDIA LEVIS signs a contract with all the supply chain suppliers with a major focus on sustainability and eco-friendly goods. Cotton, Fabric, Product Suppliers, Distribution, Retail.

Supply chain FIBRE-More than 95% of all Levi’s® products are made with cotton grown in the U.S., China, India, Pakistan, Turkey or one of the many other countries where cotton is farmed. FABRIC-Once the cotton leaves the fields, it is spun and made into fabric by mills around the world. LEVIS generally do not purchase fabric directly from the mills, but takes important steps toward partnering with them in their drive toward sustainability.

Product suppliers LEVIS is committed to Responsible Global Sourcing. LEVIS contract production from manufacturing suppliers that cut, sew, finish and wash our products. Hence they build sustainability directly into the contracts.

Distribution Once the garments are ready for shipment, LEVIS distributes them through their own logistics departmentThe INDC is generally the head office at US.

Trademarks

Levis has more than 5,000 trademark registrations and pending applications in approximately 180 countries TheLevi’s, Dockers, the Accurate Stitching Design, the TabDevice, the Two Horse» Design and the Wings and Anchor being the core of all.

Eco-Friendly Levi’s® brand launches 100% organic cotton jeans. Red Tab and, the recently launched, Levis Capital E lines. The jeans will be identified as Levis.

Problem Statement

i) Are Levis jeans users satisfied with what the company is offering? ii) What measures need to be adopted to increase their current level of satisfaction towards Levis jeans?

Research Methodology

In this review of available information about a brand, the primary objective is to generate hypothesis concerning the key ‘assets’ of the brand that are likely to mediate its equity. These hypotheses will help guide and frame the measures of brand equity that should be used in any research that is conducted. Also,depending upon the brand’s marketing strategy; a researcher may also want to consider the information under review in light of other potentially related issues, for example: possible line or brand extension.

Up to this point the discussion has cantered on those things it is necessary to understand before actually measuring brand equity. Now it is time to choose appropriate measures about customer satisfaction and preferences... First, a number of techniques should be used to gain an understanding of its nature.

Bibliography

1. www.google.com2.

http://en.wikipedia.org/wiki/Levi_Strauss.

3. http://www.levis.com.in/4. Magazine