207244508 united-color-of-benaton

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A
PROJECT REPORT
ON
“STUDY ON CONSUMER BEHAVIORS TOWARD
UNITED COLORS OF BENETTON
VS
LEVI’S STRAUSS & CO.”
Project Report
Submitted in Partial Fulfillment Of
M.COM 4th
Semester
To

Vidya Bhavan College of Commerce,
Solapur Road, Pune - 20.
Guide: Submitted By:
Mr. C.P. Rodriques Siraj Ubed Khan
2

ACKNOWLEDGEMENT
I the undersigned, acknowledge with thanks the kind advice of Mr. Siraj Ubed Khan
for their tremendous encouragement to make this project who had not only their efforts in
briefing me minutely but also advising me time to time about the Consumer Behavior
Toward United Colors of Benetton and Levi’s Strauss & Co.
I am also heartily gratitude and thankful of other software’s for their kind support.
Siraj Ubed Khan
3

EXECUTIVE SUMMARY
This project is in partial fulfillment of the requirement for the award of Bachelors of
Business Administration .This project is based upon the topic “A Study on Consumer
Behavior Toward United Colors of Benetton Vs Levi’s Strauss & Co.”.
The research was done for UNITED COLORS OF BENETTON VS LEVI’S STRAUSS
& CO., Clothing Company in Pune for 2 months.
Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide
for its Levi's brand of denim jeans. Levi Strauss & Co. is a worldwide corporation
organized into three geographic divisions: North Americas (LSNA), Europe (LSE)and
Asia Pacific Division (APD).
Benetton Group S.p.A. is an upscale global clothing brand, based in Treviso, Italy. Its
core business is clothing with the casual line marketed as the "United Colors of
Benetton", a fashion-oriented "Sisley" division, "Playlife" leisurewear, and "Killer Loop"
streetwear brands.
The main objective of this research is to find out the satisfaction level of consumer of
Levi’s Strauss & Co. and United Colors of Benetton.
Research has been conducted through the self-administered questionnaire. After the
questionnaire was filled the data analysis is carried out by applying established
theoretical concepts tools and techniques. Apart from that through various tools at my
disposal I have been able to identify the important compenents under one factor and
difference of perception of various factors between the two groups.
Suggestions are also given based on the informal talks with people, open ended questions
and from data analysis.
4

CONTENTS
S. No. Title Page No.
1. INTRODUCTION 5-6
2. i. Company Profile 7-19
3. ii. Objective 20
4. iii. Scope 21
5. iv. Methodology 22
6. DATA REDUCTION & PRESENTATION 23-44
7. DATA ANALYSIS 45-46
8. SUMMARY & CONCLUSIONS
i. Results of the Study 47
ii. Limitations 48
iii. Suggestions & Scope for further
Study
49
9. REFERENCE/BIBLIOGRAPHY 50
10. APPENDICES 51-55
5

CHAPTER – I
INTRODUCTION
Clothing protects the human body from extreme weather and other features of the
environment. It is worn for safety, comfort, and modesty and to reflect religious, cultural
and social meaning.
The practical function of clothing is to protect the human body from dangers in the
environment: weather (strong sunlight, extreme heat or cold, and precipitation, for
example), insects, noxious chemicals, weapons, and contact with abrasive substances,
and other hazards. Clothing can protect against many things that might injure the naked
human body. In some cases clothing protects the environment from the clothing wearer as
well (example: medical scrubs).
A baby wearing many items
of winter clothing: headband,
cap, fur-lined coat, shawl and
sweater.
According to archaeologists and anthropologists, the earliest clothing probably consisted
of fur, leather, leaves or grass, draped, wrapped or tied about the body for protection from
the elements. Knowledge of such clothing remains inferential, since clothing materials
deteriorate quickly compared to stone, bone, shell and metal artifacts.
6

A Neanderthal clothed in fur
Denim, in American usage since the late eighteenth century, [1] denotes a rugged cotton
twill textile, in which the weft passes under two (twi- "double") or more warp fibers,
producing the familiar diagonal ribbing identifiable on the reverse of the fabric, which
distinguishes denim from cotton duck. The word comes from the name of a sturdy fabric
called serge, originally made in Nimes, France, by the Andre family. Originally called
serge de Nîmes, the name was soon shortened to denim.[2] Denim was traditionally
colored blue with indigo dye to make blue "jeans," though "jean" then denoted a
different, lighter cotton textile; the contemporary use of jean comes from the French word
for Genoa, Italy (Gênes), where the first denim trousers were made.
Denim as used for blue jeans, with a
copper rivet to strengthen the pocket.
7

COMPANY PROFILE
Levi Strauss & Co. (LS&CO)
Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide
for its Levi's brand of denim jeans. It was founded in 1853 when Levi Strauss came to
San Francisco, California to open a west coast branch of his brothers' New York dry
goods business. Although the company began producing denim overalls in the 1870s,
modern jeans were not produced until the 1920s. The company briefly experimented (in
the 1970s) with employee ownership and a public stock listing, but remains owned and
controlled by descendants and relatives of Levi Strauss' four nephews.
Levi Strauss & Co.
Type Private
Founded 1853
Headquarters San Francisco, California
Key people
John Anderson, CEO & President of
LS&CO
Industry Clothing
Website http://www.levi.com/
8

Organization
Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions:
Levi Strauss, North Americas (LSNA), based in the San Francisco headquarters; Levi
Strauss Europe (LSE), based in Brussels; and Asia Pacific Division (APD), based in
Singapore.The company employs a staff of approximately 8,850 people worldwide, and
owns and develops a few brands. Levi's, the main brand, was founded in 1873 in San
Francisco, specializing in riveted denim jeans and different lines of casual and street
fashion.
In the 1970s, Great Western Garment Co. (GWG), a Canadian clothing manufacturer,
was acquired by Levi Strauss. GWG was responsible for the introduction of the modern
stone washing technique, still in use by Levi Strauss. 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. Dockers was launched in 1986. Sold largely through
department store chains, helped the company grow through the mid-1990s, as denim sales
began to fade. Levi Strauss attempted to sell the brand in 2004 to relieve part of the
company's $2 billion outstanding debt.
Launched in 2003, Levi Strauss Signature features jeanswear and casualwear. In
November 2007, Levi's released a mobile phone in co-operation with ModeLabs. Many
of the phone's cosmetic attributes are customisable at the point of purchase.
History
Jacob Davis was a tailor who frequently purchased bolts of cloth from Levi Strauss &
Co.'s wholesale house. After one of Davis' costumers kept purchasing cloth to reinforce
torn pants, he had an idea to use copper rivets to reinforce the points of strain, such as on
the pocket corners and at the base of the button fly. Davis did not have the required
money to purchase a patent, so he wrote to Levi suggesting that they both go into
business together. After Levi accepted Jacobs' offer, on May 20, 1873, the two men
received patent #139,121 from the United States Patent and Trademark Office. The
patented rivet was later incorporated into the company's jean design and advertisements.
Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to
9

gold miners during the California Gold Rush (which peaked in 1849), the manufacturing
of denim overalls only began in the 1870s.
Modern jeans began to appear in the 1920s. In the 1950s and 1960s, Levi's jeans became
popular among a wide range of youth subcultures, including greasers, mods, rockers,
hippies and skinheads. Levi's popular shrink-to-fit 501s were sold in a unique sizing
arrangement; the indicated size was related to the size of the jeans prior to shrinking, and
the shrinkage was substantial. The company still produces these unshrunk, uniquely sized
jeans, but they don't sell very well.
1990s and later
By the 1990s, the brand was facing competition from other brands and cheaper products
from overseas, and began accelerating the pace of its US factory closures and its use of
offshore subcontracting agreements. In 1991, Levi Strauss faced a scandal involving six
subsidiary factories on the Northern Mariana Islands, a US commonwealth, where some
3% of Levi's jeans sold annually with the Made in the USA label were shown to have
been made by Chinese laborers under what the United States Department of Labor called
"slavelike" conditions.
Cited for sub-minimal wages, seven-day work weeks with 12-hour shifts, poor living
conditions and other indignities, Tan Holdings Corporation, Levi Strauss' Marianas
subcontractor, paid what were then the largest fines in US labor history, distributing more
than $9 million in restitution to some 1,200 employees. Levi Strauss claimed no
knowledge of the offenses, then severed ties to the Tan family and instituted labor
reforms and inspection practices in its offshore facilities.
The activist group Fuerza Unida (United Force) was formed following the January 1990
closure of a plant in San Antonio, Texas, in which 1,150 seamstresses (primarily Latina)
— some of whom had worked for Levi Strauss for decades — saw their jobs exported to
Costa Rica. During the mid and late 1990s, Fuerza Unida picketed the Levi Strauss
headquarters in San Francisco and staged hunger strikes and sit-ins in protest of the
company's labor policies.
The company took on multi-billion dollar debt in February 1996 to help finance a series
of leveraged stock buyouts among family members. Shares in Levi Strauss stock are not
10

publicly traded; the firm is today owned almost entirely by indirect descendants and
relatives of Levi Strauss, whose four nephews inherited the San Francisco dry goods firm
after their uncle's death in 1902. Levi's bonds are traded publicly, as are shares of the
company's Japan affiliate, Levi Strauss Japan K.K.
In June 1996, the company offered to pay its workers an unusual dividend of up to $750
million in six years' time, having halted an employee stock plan at the time of the internal
family buyout. However, the company failed to make cash flow targets, and no worker
dividends were paid. In 2002, Levi Strauss began a close business collaboration with
Wal-Mart, producing a special line of "Signature" jeans and other clothes for exclusive
sale in Wal-Mart stores until 2006. Levi Strauss Signature jeans can now be purchased at
several stores in the US, Canada and Japan.
The company is now Wal-Mart's largest worldwide strategic partner, conforming to Wal-
Mart's business and labor practices. Levi Strauss & Co. closed 58 US manufacturing
plants between 1981 and 1990, sending 25% of its sewing operations overseas. Levi's
accelerated US plant closings through the 1990s, closing its last US domestic plant (in
San Antonio, Texas) in January 2004.
According to the New York Times, Levi Strauss leads the apparel industry in trademark
infringement cases, filing nearly 100 lawsuits against competitors since 2001. Most cases
center on the alleged imitation of Levi's back pocket double arc stitching pattern (U.S.
trademark #1,139,254]). Levi's has sued Guess?, Esprit Holdings, Zegna, Zumiez and
Lucky Brand Jeans, among other companies.
By 2007, Levi Strauss was again said to be profitable after declining sales in nine of the
previous ten years. Its total annual sales, of just over $4 billion, were $3 billion less than
during its peak performance in the mid 1990s. After more than two decades of family
ownership, rumors of a possible public stock offering were floated in the media in July
2007.
11

VALUES
Our values are fundamental to our success. They are the foundation of our company,
define who we are and set us apart from the competition. They underlie our vision of the
future, our business strategies and our decisions, actions and behaviors. We live by them.
They endure.
Four core values are at the heart of Levi Strauss & Co.: Empathy, Originality, Integrity
and Courage. These four values are linked. As we look at our history, we see a story of
how our core values work together and are the source of our success.
VISION
The story of Levi Strauss & Co. and our brands is filled with examples of the key role our
values have played in meeting consumer needs. Likewise, our brands embody many of
the core values that our consumers live by. This is why our brands have stood the test of
time.
Generations of people have worn our products as a symbol of freedom and self-
expression in the face of adversity, challenge and social change. They forged a new
territory called the American West. They fought in wars for peace. They instigated
counterculture revolutions. They tore down the Berlin Wall. Reverent, irreverent — they
all took a stand.
Indeed, it is this special relationship between our values, our consumers and our brands
that is the basis of our success and drives our core purpose. It is the foundation of who we
are and what we want to become:
People love our clothes and trust our company.
We will market and distribute the most appealing and widely worn apparel
brands.
Our products define quality, style and function.
We will clothe the world.
12

CULTURE
We offer a dynamic, performance-driven work environment, and a corporate culture
characterized by ethical conduct and a commitment to social responsibility.
We value and depend upon the diverse backgrounds, experience, knowledge and talents
of all our employees. We also embrace and reflect the ethnic, cultural and lifestyle
diversity of the communities where we live and work. Our employee programs and
corporate initiatives distinguish us from others in our industry and in business.
Our Practices
Just as we are a pioneer in apparel, we are a leader in areas of equal employment and safe
workplace practices around the world.
• We were the first multinational apparel company to develop a comprehensive
code of conduct designed to ensure that workers making our products anywhere in
the world are safe, and treated with dignity and respect.
• Our commitment to equal employment opportunity and diversity predates today's
programs, beginning in the 1940s when we desegregated our factories in
California.
Our Programs
Our programs help employees respond to the demands of business and the needs of
everyday life.
• We support employee volunteerism.
• We were among the first companies to offer the employee benefit of flexible time
off. We also support flexible work schedules and other options that help our
employees better manage their workload and personal needs.
• Our managers coach employees and help them set goals that will challenge them
professionally and personally.
• We offer a total compensation package that includes a competitive salary, short-
and long-term incentive plans and a wide array of benefits.
13

BRANDS
At Levi Strauss & Co., we market our products under leading brand names that are
among the most successful apparel brands in the world. Our Levi's brand is one of the
most widely recognized brands in the history of the apparel industry.
From updating classics with the latest finishes, fabrications and colors, to reinventing
five-pocket jeans, we are always creating new, innovative products.
Learn more about each of our brands below.
Invented in 1873, Levi's jeans are the original, authentic jeans. They are the most
successful, widely recognized, and often imitated clothing products in the history of
apparel. Levi's jeans have captured the attention, imagination, and loyalty of generations
of diverse individuals.
As the inventor of the category, the Levi's® brand continues to define jeanswear with the
widest range of products available, from quintessential classics, such as the famous Levi's
501 Original jean, to favorite fits and styles in our Red Tab™ and Premium collections.
The Dockers brand is the leader in providing stylish and comfortable casual wear. The
brand continues to expand its offerings to provide men and women with clothes that offer
versatility for an on-the-go lifestyle.
Dockers khakis were first introduced in 1986 as the casual alternative to jeans and dress
pants. The line has since expanded from men's casual pants to an entire wardrobe offering
of tops, pants, shoes, belts, outerwear and hosiery for men and women in more than 50
countries in every region of the world.
14

The Levi Strauss Signature brand was launched in 2003 exclusively for value-conscious
consumers. The brand provides these consumers with high-quality, affordable,
fashionable jeanswear and casualwear from a company and name they trust.
The Levi Strauss Signature brand includes a collection of denim and non-denim pants,
shirts, skirts, and jackets for men, women, and children. All Levi Strauss Signature
apparel is designed with the high-quality construction and craftsmanship that makes Levi
Strauss & Co. famous.
15

United Colors of Benetton
Benetton Group S.p.A. is an upscale global clothing brand, based in Treviso, Italy. The
name comes from four members of the Benetton family who founded the company in
1965. Benetton Group is listed on the Borsa Italiana, the Frankfurt Stock Exchange and
the New York Stock Exchange.
The career began in 1955 when Luciano Benetton, the eldest of four children, was only
20 years old and working as a salesman in Treviso. He saw sales for colourful clothes. He
sold a younger brother's bicycle in order to buy the first second-hand knitting machine,
and began to market a small collection of sweaters to local stores in the area of Veneto.
The positive reaction to his designs was only the beginning of a solid start. Soon after, he
asked his sister and his two younger brothers, Giberto and Carlo, to join him.
In 1968, the Benettons opened their first store in Belluno and the year after in Paris, with
Luciano as chairman, his brother Giberto in charge of administration, their younger
brother Carlo running production, and Giuliana as a chief designer.
Its core business is clothing with the casual line marketed as the "United Colors of
Benetton", a fashion-oriented "Sisley" division, "Playlife" leisurewear, and "Killer
Loop" streetwear brands. Their products include womenswear, menswear, childrenswear
and underwear and they have recently expanded into toiletries, perfumes, exclusive
watches and items for the home such as kitchen accessories and baby products.
The "United Colors" publicity campaign originated when photographer Oliviero Toscani
was given carte blanche by the Benetton management.
Under Toscani's direction, ads were created that contained striking images unrelated to
any actual products being sold by the company. These graphic, billboard sized ads
included depictions of a variety of 'shocking' subjects such as a deathbed scene of a man
(AIDS activist David Kirby) dying from AIDS, a bloodied, unwashed newborn baby with
From left: Luciano, Giuliana, Gilberto and Carlo Benetton
16

umbilical cord still attached, two horses mating, close-up pictures of tattoos reading "HIV
Positive" on the bodies of men and women, a collage consisting of genitals of persons of
various races, a priest and nun about to engage in a romantic kiss, and pictures of inmates
on death row. The company's logo served as the only text accompanying the images in
most of these advertisements.
Benetton Group
Type Public (NYSE: BNG)
Founded Treviso, Italy (1965)
Headquarters Villa Minelli, Ponzano
Key people
Luciano Benetton, Chairman
Giuliana Benetton, Director
Gilberto Benetton, Director
Carlo Benetton, Deputy Chairman
Industry Clothing
Products Complete list of Benetton brands
Revenue €1,8 billion (2005)
Employees 7,987 (2005)
Website http://www.benettongroup.com/
The Group : Communication: innovation and vision
In 2005, we launched the communication project to celebrate Benetton Group’s 40th
anniversary, which will culminate in a grand event in Paris in October 2006 at the
prestigious Centre Pompidou, featuring both fashion and art and which will be designed
by Fabrica.
During the year, Benetton’s communication research center continued its multicultural
and international activities with projects and events ranging from the global campaign to
promote tourism in the Veneto region to Flipbook, the media art project encompassing
17

nearly 200,000 animations and 15 million visitors (winning the Grand Prize at the Japan
Media Art Festival), from promotion and graphic design for art exhibits to a documentary
on the city of Shanghai for Swiss German television.
• The United Colors of Benetton campaign, photographed for Fabrica by David
Sims, reaffirmed the brand’s values of color and youth with a decidedly modern
flair.
Sisley asserted its reputation as a sexy, trendy brand in its Fall/Winter 2005
campaign, which was set in the streets of Naples and photographed by Terry
Richardson.
• The success of the clothing collections in 2005 was also supported by
communication, with a significant increase worldwide, up 16%, of coverage in
fashion newspapers and periodicals.
In the world of new media, both the blog, benettontalk, designed to open up dialogue
with online youth, and the new web site dedicated to the world’s media debuted
during the year.
“Working for Benetton is a lot of fun. It’s interesting to see how the company has united
clothing and values, fashion and color. As a photographer, I tend towards the essential,
and interpreting the colors and weave of a fabric, bringing them together, and creating a
fluid, modern image is a challenge that I face with great pleasure. In the Benetton
campaign, I tried to give new light to products and issues such as the trademarks of the
brand, one of the first to be truly ‘global’, with an unmistakable international image.”
David Sims, fashion photographer
18

Cultural and Social Activities
Benetton has a long history of attention to ethical values and involvement in social and
cultural initiatives. Perhaps the most visible are our institutional campaigns, touching
social themes of wide international significance and often in cooperation with renown
international organisations. Our social commitment, in fact, goes beyond these
campaigns, with initiatives of both international and local impact. These include, on an
international level, the Leleque Museum in Patagonia, or the Pivano Library, dedicated
primarily to American literature. Locally, the Benetton Foundation focuses on issues
relating to the preservation and promotion of local heritage, reflecting the strong links
which the Group has traditionally maintained with its territorial roots.
BRANDS
United Colors of Benetton.
A global brand and one of the most well-known in the world, United Colors of Benetton
has an international style that combines color, energy and practicality. The womenswear,
menswear, childrenswear and underwear collections offer a total look for everyday, for
work and for leisure, in the city and outdoors.
The brand is broadening its horizons, expanding into new areas of merchandise from the
exclusive eyewear line (Dress Your Face!) to perfumes, from Home Collection to baby
products. The above products are available in select specialized shops worldwide.
19

Undercolors is an extension of the Benetton brand, featuring underwear, beachwear and
sleepwear collections, as well as accessories for women, men and children. A wide
selection of recurring basic colors is enriched every season with the latest trends.
Undercolors is available in its own chain of stores which now has more than 500
locations in thirty countries and in selected Benetton Shops.
Sisley
This is the Group’s most trend-setting brand, at the forefront of fashion. Season after
season, its bold, forceful collections full of fashion ideas set the trends for young,
dynamic women and men. Its creative artists and sales team concentrate their efforts on
its image and on strong-impact advertising campaigns.
Playlife is Benetton’s leisurewear label. Collections for men and women offer a casual
yet sporty look designed to provide maximum comfort, freedom of use, unrestricted by
any single sporting discipline. Footwear and accessories complete the collection
reflecting the latest trends.
Killer Loop
A brand with a strong "Street" connotation dedicated to young people, Killer Loop has
become an icon for a dynamic lifestyle thanks to its assertive clothing and footwear
ranges.
20

OBJECTIVE
• To chalk out the market share accure by Levi’s & Benetton.
• To study the growth of sales of Levi’s & Benetton.
• To study the Consumer Preference toward Levi’s & Benetton.
• To thoroughly understand the distribution chhanel of Levi’s & Benetton
• To predict emerging trends of Levi’s & Benetton
• Find out the consumtion patteren of the cunsumer
• To check out the avalibility of stoke in various area base on various types of
outlet.
21

SCOPE
To carry out market survey of customer perception for the use of the clothes of Levi’s &
Benetton. For this purpose the geographical area selected is Pune locality. Data will be
collected through a questionnaire. In this research 50-75 people will be taken as sample
for filling up the information required in questionnaire.
22

METHODOLOGY
Technique of Data Collection: To collect the data one may employ various
kinds of techniques of which commonly followed ones are:
• Questionnaire
In this project Questionnaire method and direct observation methods are used.
• In this research 50 people is taken as sample who was interested in fill the
information required in questionnaire.
Technique of Analysis: The commonly methods used for analyzing is average
mean.
Presentation: In commonly method used for presentation are graphs and pie chart.
Tools Used: The common tools used for analyzing is Ms. Excel.
23

CHAPTER – II
DATA & PRESENTATION
General Observations on Respondents
Age Group:
S. No. Age Group Number of People Percentage
1. 18 – 25 35 70%
2. 25 - 35 9 18%
3. 35 and Above 6 12%
0%
20%
40%
60%
80%
100%
18 - 25 25 - 35 35 and above
Age Group
Analysis:
In the above graph most of the people belong to 18 to 25 age group.
Monthly Income:
24

S. No. Monthly Income Number of People Percentage
1. Less than 7000 8 16%
2. 7000 – 10000 4 8%
3. 10000 – 15000 8 16%
4. More than 15000 30 60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Less than
7000
7000 -
10000
10000 -
15000
More than
15000
Monthly Income
Analysis:
This graph shows the monthly income of the current account holders. About
60% current account holders are belongs to the group of 15000 and above.
Specific Observations on Respondents
25

1. Do you wear branded apparels?
S. No. Branded Apparel Number of People Percentage
1. Yes 48 96%
2. No 2 4%
Yes
No
Analysis:
This Graph shows that only 4% people do not wear branded apparels.
2. What brand do you wear the most?
26

S. No. Brand Number of People Percentage
1. Levi’s 20 40%
2. Benetton 4 8%
3. Others 26 52%
Levi's
Benetton
Others
Analysis:
This Graph show that 52% people wear other brands, 40% people wear Levi’s
brand and only 8% people wear Benetton brand the most.
3. Why do you prefer Levi’s product?
Rank according to your own opinion:
5 = Agree totally
27

4 = Agree
3 = Neither
2 = Agree partially
1 = Do not agree at all
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q
uality
Price
A
dvertisem
ent
Sponsorship
Slogan
B
rand
nam
e
R
eputationC
ircle
offriends
Lifestyle
5
4
3
2
1
Analysis:
This Graph shows about 68% people are totally agreed that its Quality is good,
about 60% people are agreed that its Price is good, about 40% people think
neither its Advertisement is good nor its bad, about 36% people think neither
its Sponsorship is good nor its bad, about 28% people are agreed partially that
its Slogan is good, about 60% people are totally agreed that its Brand Name is
good, about 52% people are totally agreed that its Reputation is good, about
32% people are agreed that its common in their Circle of Friends, about 48%
people are agreed that its Lifestyle is good.
4. Do you know about the e- shopping services provided by the following
brand?
28

• Levi’s
S. No. Knowledge About
E-shopping Service
Number of People Percentage
1. Yes 20 40%
2. No 30 60%
Yes
No
Analysis:
This Graph shows that only 40% people know about the e- shopping services
provided by Levi’s.
• Benetton
29

S. No. Knowledge About
E-shopping Service
1. Yes 20 40%
2. No 30 60%
Yes
No
Analysis:
This Graph shows that only 32% people know about the e- shopping services
provided by Benetton.
5. How frequent you do Shopping via Internet?
30

S. No. Shopping via
Internet
1. Always 4 8%
2. Many a Times 2 4%
3. Some Times 16 32%
4. Never 28 56%
0%
20%
40%
60%
80%
100%
Always Many a Times Some Times Never
Shopping
Analysis:
This Graph shows that 56% people never do shopping via Internet, 32% people
do sometime, 4% people do many a times and 8% people do always.
6. Whose product range is better (in term of no. & size)?
31

S. No. Is Product Range
Better
1. Yes 44 88%
2. No 6 12%
Levi's
Benetton
Analysis:
This Graph shows that Levi’s product range is better because 88% votes are
being gathered by Levi’s.
7. What do you associate the brand Levi’s with?
5 = Agree totally
4 = Agree
3 = Neither
2 = Agree partially
32

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Trendy
Cool
InnovativeHigh
quality
YouthfulTraditional
Boring
5
4
3
2
1
Analysis:
This Graph shows about 52% people are totally agreed that it is Trendy, about
48% people are agreed that it is Cool, about 36% people think its neither
Innovative nor stale, about 52% people are totally agreed that it have High
Quality, about 36% people think its neither Youthful nor old, about 40% people
are agreed partially that it is Traditional, about 64% people do not agree at all
that it is Boring.
8. What do you associate the UCB with?
5 = Agree totally
4 = Agree
3 = Neither
2 = Agree partially
33

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Trendy
C
oolInnovative
H
igh
quality
YouthfulTraditional
B
oring
5
4
3
2
1
Analysis:
This Graph shows about 40% people are totally agreed and 40% people agree
that it is Trendy, about 48% people are agreed that it is Cool, about 48% people
are agreed that it is Innovative, about 48% people are agreed that it have High
Quality, about 36% people are agreed that it is Youthful and 36% people think
its neither Youthful nor old, about 28% people think its neither Traditional nor
new and 28% people are agreed partially that it is Traditional, about 36%
people are agreed partially and 36% do not agree at all that it is Boring.
9. Are you satisfied with the Services provided by?
• Levi’s
34

S. No. Service Satisfaction Number of People Percentage
1. Yes 46 92%
2. No 4 8%
Yes
No
Analysis:
This Graph shows that 96% people are satisfied with Service provided by the
brand Levi’s.
• Benetton
S. No. Service Satisfaction Number of People Percentage
1. Yes 44 88%
35

2. No 6 12%
Yes
No
Analysis:
This Graph shows that only 64% people are satisfied with Service provided by
the brand Benetton.
10. What is the level of Satisfaction about Services of both the brands?
• Levi’s
S. No. Level of Service
Satisfaction
36

1. Excellent 8 16%
2. Very Good 34 68%
3. Good 4 8%
4. Satisfied 2 4%
5. Poor 2 4%
0%
20%
40%
60%
80%
100%
Excellent Very Good Good Satisfied Poor
Levi's
Analysis:
This Graph shows that 68% people think Satisfaction Level of brand Levi’s is
Very Good.
• Benetton
S. No. Level of Service
Satisfaction
1. Excellent 2 4%
2. Very Good 16 32%
3. Good 16 32%
4. Satisfied 12 24%
5. Poor 4 8%
37

0%
20%
40%
60%
80%
100%
Excellent Very Good Good Satisfied Poor
Levi's
Analysis:
This Graph shows that only 32% people think Satisfaction Level of brand
Benetton is Very Good.
11. Which brand’s Showrooms you find more in most of the places?
S. No. Brand’s
Showrooms
1. Levi’s 40 80%
2. Benetton 10 20%
38

Levi's
Benetton
Analysis:
This Graph shows that only 20% people find more Benetton’s showrooms than
Levi’s in most of the places.
12. How do you notice advertisements in the following media?
5 = Agree totally
4 = Agree
3 = Neither
2 = Agree partially
39

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV
New
spapers
M
agazines
Internet
RadioO
utdoorm
edia
5
4
3
2
1
Analysis:
This Graph shows how frequent advertisements are being noticed in TV,
Newspapers, Magazines, Internet Radio and Outdoor media.
13. How much influence does the advertisement have on your choice of Levi’s-
product?
S. No. Influence of
Advertisement
1. Very much 4 16%
2. A lot 24 48%
3. Neither 4 8%
40

4. Little 14 28%
5. Very little 4 8%
0%
20%
40%
60%
80%
100%
Very much A lot Neither Little Very little
Influency
Analysis:
This Graph shows that 40% people get influenced A Lot by the advertisement of
Brand Levi’s.
14. How much influence does the advertisement have on your choice of
Benetton-product?
S. No. Influence of
Advertisement
1. Very much 4 4%
2. A lot 24 16%
3. Neither 4 32%
4. Little 14 24%
5. Very little 4 24%
41

0%
20%
40%
60%
80%
100%
Very much A lot Neither Little Very little
Influency
Analysis:
This Graph shows that 40% people get influenced A Lot by the advertisement of
Brand Levi’s.
15. Do you prefer any other Brand Except?
• Levi’s
S. No. Brand Levi’s Number of People Percentage
1. Yes 50 100%
2. No 0 0%
42

Yes
No
Analysis:
This Graph shows that no one is loyal toward Brand Levi’s.
• Benetton
S. No. Brand Benetton Number of People Percentage
1. Yes 50 100%
2. No 0 0%
43

Yes
No
Analysis:
This Graph shows that no one is loyal toward Brand Benetton.
• Both
S. No. Both Brands Number of People Percentage
1. Yes 50 100%
2. No 0 0%
44

Yes
No
Analysis:
This Graph shows that no one is Brand Loyal.
CHAPTER – III
DATA ANALYSIS and FINDINGS
On the basis of the above study following point have been analysed:
• People who wear branded apparels, 70% of them belong from the age group of
18-25 and 60% of them get their monthly salary of more than Rs.15000.
• 40% people wear Levi’s brand and only 8% people wear Benetton brand, where
as 52% people wear other brands. This shows that Levi’s has a very good market
share.
45

• Brand Levi’s Quality, Price, Brand Name, Reputation and Life Style is good,
where as Advertisement, Sponsorship, Circle of Friends and Slogan is neither
good nor bad.
• 40% people know about the e- shopping services provided by Levi’s and 32%
people know about the e- shopping services provided by Benetton. This shows
that people don’t have much knowledge about e- shopping service. Therefore they
don’t do shopping via internet.
• Levi’s product range is better than Benetton because 88% votes are being
gathered by Levi’s.
• People are agreed that Brand Levi’s is Trendy, Cool and has High Quality, neither
agreed nor disagreed that it is Innovative and Youthful and disagreed that it is
Traditional and Boring.
• People are agreed that Brand Benetton is Trendy, Cool, Innovative, Youthful and
has High Quality and disagreed that it is Traditional and Boring.
• People are satisfied with both the brands but more satisfied with Brand Levi’s
than Benetton.
• Levi’s showrooms are more than Benetton in most of the places. This shows that
Brand Levi’s have wider distribution network than Brand Benetton.
• People mainly notice advertisement in T.V., Newspaper and Magazines and these
advertisements have A Lot of influence on people choice.
• Every one wears other brands except Levi’s and Benetton.
46

CHAPTER – IV
SUMMARY & CONCLUSIONS
a) Result of the study
After conducting the marketing research and studying the current market trends, I would
like to conclude that product being offered by the Levi’s Strauss & Co. and United Colors
of Benetton were there in demand due to lack of awareness about the products among the
potential customer and high price, there sales has been affected, but they increase there
number with better promotion structure and by reducing their price.
47

Most of the customers are fully satisfied with the services provided by the Levi’s Strauss
& Co. and United Colors of Benetton.
Levi’s Strauss & Co. and United Colors of Benetton also provide e-shopping facility to
improve their sales to make more customers.
Levi’s Strauss & Co. provide quality product and have good reputation and brand name.
Products delivered by Levi’s Strauss & Co. and United Colors of Benetton are Trendy,
Cool, Youthful and have High Quality.
b) Limitation
This work is subject to following limitation
• Due to lack of time 50 users had been studied. Thus the scope of study is limited
in term of number of respondents.
• The unavoidable errors associated with random sampling are also present in the
study
• There is possibility of bias in respondents’ response.
48

c) Suggestions & Scope for further Study
On the basis of the above study it can be concluded that Brand Levi’s is better or more
preferred than Brand Benetton in the market.
To retain its position and status in the market the following points are suggested for
Brand Levi’s:-
• Levi’s Strauss & Co. should reduce there price a bit to attract more customers.
• They should incur more expenditure on advertisement because advertisements
have a lot of influence on people choice.
49

• They should make people aware about the e- shopping service facilities provided
by them.
• They should make more innovative and youthful product.
To gain its position and status in the market the following points are suggested for Brand
Benetton:-
• United colors of Benetton should reduce there price to attract more customers.
• They should make people aware about the e- shopping service facilities provided
by them.
• They should make their product range better in terms of number and size.
• They should open more showrooms.
BIBLIOGRAPHY
Website
http://www.google.com/
http://www.levi.com/
http://www.benettongroup.com/
http://www.wikipedia.com/
50

CHAPTER – V
APPENDICS
QUESTIONNAIRE
Subject: - Consumer preference toward Levi’s Strauss & co. Vs United Colors of
Benetton
I Gaurav Chhabra conducting a study on Consumer preference toward Levi’s Strauss &
co. Vs United Colors of Benetton. Kindly read the information below:
This Questionnaire is meant only for the academic purpose; the information will be kept
secret and your kind response will be acknowledged with thanks.
Please Put ( ) wherever required
51

PERSONAL DETAILS:-
Name :
________________________________________________
Address :
________________________________________________
Contact No. :
________________________________________________
Age group:-
18-25 25-35 35 and above
Monthly Salary:-
Less than 7000 7000 to 10,000 10,000 to 15,000
More than 15,000
_______________________________________________________________________
_
1. Do you wear branded apparels?
Yes No
2. What brand do you wear the most?
Levi’s Benetton Others____________________
3. Why do you prefer this product?
5 = Agree totally
4 = Agree
3 = Neither
2 = Agree partially
5 4 3 2 1
Quality *
52

Price
Advertisement
Sponsorship
Slogan
Brand name
Reputation
Circle of friends**
Lifestyle
* By quality we mean the fabric.
** Circle of friends implies that you prefer the product as a result of friends and family
consuming it.
4. Do you know about the e- shopping services provided by the following brand?
i. Levi’s
Yes No
ii. Benetton
Yes No
5. How frequent you do Shopping via Internet?
Always Many a Times
Some Times Never
6. Whose product range is better (in term of no. & size)?
Levi’s Benetton
7. What do you associate the brand Levi’s with?
53

5 = Agree totally
4 = Agree
3 = Neither
2 = Agree partially
5 4 3 2 1
Trendy
Cool
Innovative
High quality
Youthful
Traditional
Boring
8. What do you associate the UCB with?
5 = Agree totally
4 = Agree
3 = Neither
2 = Agree partially
5 4 3 2 1
Trendy
Cool
Innovative
High quality
Youthful
Traditional
Boring
9. Are you satisfied with the Services provided by?
iii. Levi’s
Yes No
54

iv. Benetton
Yes No
10. What is the level of Satisfaction about Services of both the brands?
v. Levi’s
Excellent Very Good Good
Satisfied Poor
vi. Benetton
Excellent Very Good Good
Satisfied Poor
11. Which brand’s Showrooms you find more in most of the places?
Levi’s Benetton
12. How do you notice advertisements in the following media?
5 = Agree totally
4 = Agree
3 = Neither
2 = Agree partially
5 4 3 2 1
TV
Newspapers
Magazines
Internet
Radio
Outdoor media
(Advertisement pillars etc)
Other: ______
55

13. How much influence does the advertisement have on your choice of Levi’s-
product?
Very much A lot Neither
Little Very little
14. How much influence does the advertisement have on your choice of Benetton-
product?
Very much A lot Neither
Little Very little
15. Do you prefer any other Brand Except?
vii. Levi’s
Yes No
viii. Benetton
Yes No
ix. Both
Yes No
If Yes, then Which One?
_______________________________________________________________________
_
Suggestions/recommendations
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
56

_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______
____________________
Signature (optional)
57

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