Brand loyalty test of Levi's

1. Comparative analysis of study on
customer buying preference &
satisfaction towards Levi’s Strauss
Presented to Presented By
Prof. Kamal Gupta
Firoj Md Shah

2. INTRODUCTION
 Levi’s incorporated in 1853
 It covers more than 160 countries
 In India it came on 1995
 More than 800 storage in India (2011)

3. OBJECTIVES
1) To analyse factors influencing consumers decision
to buy branded jeans.
2) To analyse 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.

4. METHODOLOGY
Highly professional Prof. Kamal
Gupta, gives us a project on Levi’s Strauss.
The research was done through survey
method with the help of structured interview
of customers of Levi’s Store. I asked my
query to the customer out of the store.
Randomly we choose to asked our questions.

5. Survey Detail
 I selected our territory based on Ghaziabad.
 I did our survey based on one store, which is near
by Choudhory Market
 I took 200 respondents for you specific project
study.
 I did random sampling to fill up our
questionnaire.

6. Demographic Data

7. Data Analysis

8. Gender Profile
Chart Title
Female
28%
Male
72%

9. Customer Age Profile
Above 45 Chart Title
5%
36-45 18-25
20% 32%
26-35
43%

10. Customer Occupation Status
60 57
50
44
42
40
35
30
18
20
10
4
0
Service Business Self-employed Student Homemaker Retaired

11. Customer Annual Family
Income
80
75
70 62
60
50
43
40
30
20
10
0
20
200000-400000
400001-800000
800001-1000000
Above 1000000

12. Brand Preferences
Chart Title
Levi's Numero Uno Woodland Tommy Hillfigure
14%
43%
21%
22%

13. Hypotheses Testing
H1: Age has a significant impact on customer
choice of brand
H2: Occupation of a customer has a significant
impact on customer choice of jeans brand.
H3: Income of a customer has a significant impact
on customer choice of brand of jeans.
H4: Price of jeans has a significant impact on
customer choice brand of jeans.
H5: Price of jeans has a impact on customer
perception about the quality of brand of jeans
they are using.

14. H1: Age has a significant impact on
customer choice of brand
Result: H5 is rejected

15. H2: Occupation of a customer has a significant impact
on customer choice of jeans brand.
Result: H2 is rejected

16. H3: Income with brand preference
Result: : H3 is accepted

17. H4: Price with buy
Result: H4 is accepted .

18. H5: Brand Quality with Satisfaction
Result: H5 is accepted

19. 10
20
30
40
50
60
70
80
90
100
0
Not Satisfied
1 2
Poor Satisfied
Moderate Satisfied
21
Levi's
Satisfied
Highly Satisfied
87 89
2
Not Satisfied
Poor Satisfied 19
Moderate Satisfied
62
Numero Uno
Satisfied
76
Highly Satisfied
41
3
Not Satisfied
Poor Satisfied
11
Moderate Satisfied
59
Woodland Satisfied
69
Customer satisfaction
Highly Satisfied
58
3
Not Satisfied
Poor Satisfied
21
Moderate Satisfied
57
Tommy Hillfigure
Satisfied
51
Highly Satisfied
68

20. Findings
 Age has no significant impact on choosing brand
of jeans by customers.
 Occupation of a customer has no significant
impact on choosing brand of jeans by customers.
 Income of a customer has significant impact on
choosing brand of jeans by customers.
 Price of jeans has significant impact on choosing
brand of jeans by customers.
 Price of a jeans has significant impact on quality
perception about brand of jeans by customers.
 There is a strong correlation between annual
family income and brand preferences of
respondent.

21. Conclusion
Through the research we can say that there
is a impact of price income of a jeans brand
on the customer choice of brand. Also there
is a strong correlation between price of the
jeans and customer satisfaction with the
brand of jeans.

22. Bibliography
 www.google.com
 http://en.wikipedia.org/wiki/Levi_Strauss.
 http://www.levi.co.in/
 Magazine