The document expresses thanks to the faculty members and guide Prof. Mukesh Porwal for their guidance and encouragement in completing a project. It also thanks other faculty members and group members for their direct or indirect help. Finally, the document introduces a project report on Levi's jeans focusing on the company's introduction of its Curve ID line of jeans with three customized fits based on a woman's shape.

1. Under Guidance of: -
Respected Faculty
Mr. Mukesh Porwal
Assistant Professor
Marketing Management
Submitted By:- Mr. Abhijeet Srivastava
Ms. Seema Kumari
Mr. Ankit Kumar Tripathi
Mr. Ritesh Ashok Kumar Shukla
Ms. Shiwani Gupta
Ms. Shipra Rajpoot
Section A, PGDM 1st Trimester [2011-13]

2. The sign of relief, which one gives out of completion of his work, comes out with deep
sense of gratitude for those who have been instrumental in bringing about the completion.
Though words are insufficient to express his gratitude still one does give it a try, so we will.
We take this opportunity to express our sincere thanks to our guide Prof. Mukesh Porwal,
Assistant professor, Marketing Management of Institute of Technology and Science, Mohan
Nagar, Ghaziabad for his valuable guidance, practical suggestion and encouragement to bring
about this completion of this project.
We feel highly obliged to Prof. Mukesh Porwal [Chairperson- Marketing] and Prof A.R.
Mishra [Respected Faculty- Quantitative Techniques] of Institute of Technology and Science,
Mohan Nagar, Ghaziabad for his encouragement in completing this project.
Finally we would like to thanks our group members, well-wishers, critics who helped us
directly or indirectly in completion of our project.

3. LEVI’S JEANS
We’ve reinvented the way you shop for jeans.

4. LEVI’S® BRAND INTRODUCES REVOLUTIONARY FIT SYSTEM THAT
FOCUSES ON SHAPE, NOT SIZE Levi’s® Curve ID Is Company’s First Global
Women’s Denim Line
INDIA (25 Aug 2010) – Today, Levi’s® – the original, definitive jeans brand –
announced a new line of custom fit jeans made to fit the curve of a woman’s body. The
new line, Levi’s® Curve ID [3 Fits], utilizes a revolutionary fit system based on shape,
not size and was created as a result of studying more than 60,000 body scans and
listening to women around the world of all shapes and sizes.
Unlike other denim brands, Levi’s® Curve ID utilizes a unique, customized fit system
focusing on a woman’s shape and proportions, not her size. The designers studied the
bodies of more than 60,000 women to develop three custom fits based on the difference
between the measurement of a woman’s hip and seat – the greater the difference, the
more curvy the body. The three custom fits include:
A. Slight Curve – designed to celebrate straight figures- Slight Curve is designed to
define a woman’s waist, while accentuating her curves. If jeans usually fit in the hips and
thighs but are too tight in the waist, a woman should try the Slight Curve.
B. Demi Curve – designed to fit even proportions- Demi Curve is designed to flatter a
woman’s waist, while smoothing her shape. If jeans usually fit in the waist, but don’t
flatter the figure, a woman should try the Demi Curve.
C. Bold Curve – designed to honor genuine curves- Bold Curve is designed to hug the
waist, without gaping or pulling. If jeans usually fit in the hips and thighs, but gape at the
back, a woman should try the Bold Curve.

5. In an effort to further understand women’s fit frustration, Levi Strauss & Co. conducted a
global survey. Revealing survey findings include:
More than half of women (54 percent) try on at least 10 pairs of jeans to find one pair
they would buy.
Most women (87 percent) wish they could find jeans that fit better than the ones they
own.
Most women (67 percent) believe that jeans are designed for women with “ideal” figures.
Very few women (28 percent) believe that jeans are designed to fit their bodies.

6. LEVI’S JEANS- Company Overview
Levis is an American garment company.
The inventor of Levis was Levis Strauss.
The blue jean born on Buttenheim , Bavaria on feb 26, 1829.
In 1845 they came to New York.
There they met Jonas & Louis who are already conducted a business named J. Strauss
brother & co.
The first address where Levis conducted business was at 90 sacramento street and the
name of his firm was simply Levis strauss.
In 1863 the company was renamed as Levis strauss and co.
1928 – The company registers the word Levi's® as a trademark.
1934 – LS&CO. creates "Lady Levi's®," the company's first blue jean for women
1954 -- "Lighter Blues" casual slacks and the "Denim Family" line mark the company's
entry intothe sportswear business.
1966 – The company airs its first television commercial
1984 – LS&CO. is the official outfitter of the U.S. Olympic Team and the Los Angeles
Games staff.
1986 – Dockers® Khakis are introduced in the United States. The company holds its first
auction of celebrity-decorated denim jackets to benefit AIDS research and education at
Barneys in NewYork.
LS&CO. develops the first known set of comprehensive standards for manufacturing and
finishing contractors worldwide, dealing with wages, hours, working conditions, ethics
and the environment.
1992 – LS&CO. becomes the first major U.S. company
"Clayman" becomes LS&CO.'s first global commercial for the Levi's® brand and runs in
countries on all five continents.
2000 – LS&CO. introduces Levi's® Engineered Jeans™, the reinvention of jeans for the
21st Century.
2003 – Levi Strauss & Co. celebrates the 150th anniversary of its founding and the 130th
anniversary of the invention of blue jeans by Levi Strauss and Jacob Davis.
2005 – In an effort to increase transparency within the supply chain and encourage
collaboration among competitors in shared factories, LS&CO. publishes the names and
addresses of all active suppliers on its Web site.
The book, The Best Companies for Minorities, lists LS&CO. as one of its 84 best
companies.

7. LEVI’S JEANS- Company Overview
Levi Strauss & Co. (LS&CO) is a privately held American clothing company known
worldwide for its Levi's brand of denim jeans. It was founded in 1869 when Levi Strauss came
from Buttenheim, Franconia, (Kingdom of Bavaria) 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.
Marketing
Levi's marketing style has often made use of old recordings of popular music in television
commercials, ranging from traditional pop to punk rock. Notable examples include Ben E King
("Stand By Me"), Percy Sledge ("When a Man Loves a Woman"), Eddie Cochran ("C'mon
Everybody!"), Marc Bolan ("20th Century Boy"), Screamin' Jay Hawkins ("Heart Attack &
Vine"), The Clash ("Should I Stay or Should I Go?"), as well as lesser known material, such as
"Falling Elevators" and "The City Sleeps" by MC 900 Ft. Jesus and "Flat Beat" and "Monday
Massacre" by Mr. Oizo. And in India August 2007 the “fit for die” advertisement campaign run
with Deepika Padukone also attracts the brand lover.[27]
Many of these songs were re-released by their record labels as a tie-in with the ad campaigns,
resulting in increased popularity and sales of the recordings and the creation of iconic visual
associations with the music, such as the use of a topless male model wearing jeans underwater in
the 1992 adverts featuring "Wonderful World" and "Mad about the Boy" and the puppet, Flat
Eric, in the ads featuring music by Mr. Oizo.

8. During the launch of Levi's Curve ID jeans, Levi launched a 5 week integrated marketing
campaign that touched on experiential marketing, social media and outdoor events in shopping
malls and city centres throughout the UK.
Brand ambassadors for Levi's encouraged women to find their perfect curve jeans shape in-store
for the chance to win a £1000 Levi's shopping spree. The idea behind the campaign was to drive
long-term engagement with the brand.

9. OBJECTIVES
The main objective of the live project is to accomplish the following objectives.
To conduct a research for study of consumer behavior for purchase of Levis new product
i.e. Levis curve ID [3 fits (Globally)] and its upcoming product- Waterless Jeans.
Proper understanding and analysis of consumer behavior.
To know about brand awareness of Levi’s customer’s preferences about Levis curve ID
[3 fits (Globally)] and upcoming product- Waterless Jeans.
Conduct market survey on a sample selected from the entire population and derived
opinion on that research.
According the market survey come to know about how much potential of Levi’s
upcoming product- Waterless Jeans in New Delhi city.
On the basis of the analysis of the result thus obtained, make a report on that research.

10. RESEARCH METHODOLOGY
Research always starts with a question or a problem. Its purpose is to question through the
application of the scientific method. It is a systematic and intensive study directed towards a
more complete knowledge of the subject studied. Marketing research is the function which links
to the consumer, customer and public to the marketing opportunities and problems generate,
refine and evaluate marketing actions, monitor marketing actions, monitor marketing
performance and improve understanding of market as a process.
Marketing research specifies the information required to address these issues, designs and the
method for collecting the information, manages and implemented the data collection process,
analysis the results and communicate the findings and their implication.
We have prepared our live project as descriptive type, as the objectives of the study demands the
answers of the questions related to find the consumer behaviour towards the purchase of Levis
new product i.e. Levis curve ID [3 fits(Globally) and its upcoming product- Waterless Jeans.
The Marketing Research Process.
As marketing research is a systemic and formalized process, it follows a certain sequence of
research action. The marketing process has the following steps:
Developing objectives of the research.
Designing an effective research plan.
Data collection techniques.
Evaluate the data and preparing a research report.
There are two types of data collection method use in our project report.

11. Data, or facts, may be derived from several sources. Data can be classified as primary data and
secondary data.
PRIMARY DATA
PRIMARY DATA is data that has not been previously published, i.e. the data is derived from a
new or original research study and collected at the source, e.g., in marketing, it is information
that is obtained directly from first-hand sources by means of surveys, observation or
experimentation. In other words, Data observed or collected directly from first-hand experience.
Primary data- Questionnaire.
SECONDARY DATA
A secondary source is a report on the findings of the primary source. While not as
authoritative as the primary source, the secondary source often provides a broad background and
readily improves one's learning curve. Most textbooks are secondary sources; they report and
summarize the primary sources. In other words, published data and the data collected in the past
or other parties is called secondary data.
Secondary Data-PUBLICITY MATERIAL, BOOKS AND RECORDS, NEWS-PAPER.
Sample Size-85
Sample Area-V3S Mall & Pacific Mall (New Delhi)
For our project, we concentrated on primary data collection method for observing consumers’
behavior and approaching customers directly related to this field and also make questionnaire
for creating database of consumers in V3S Mall & Pacific Mall (New Delhi).
Secondary data collection method was used by referring to various websites, books for referring
consumer behavior and preparing questionnaire regarding project under study.

12. Data Analysis and Interpretation:-
Question: - Company is providing adequate facilities to do your job.
Suggestion Feedback Sample Size: Total attempt out of 85
agree
Strongly agree
Strongly disagree 47
disagree 28
Neither agree or disagree 10
From the followings, what attracted
you most in Levis Curve ID [3 fits
(Globally)]
Its global fashion trend Comfortableness and luxuriousness Reliability
12%
33% 55%
From the followings, what attracted
you most in Levis Curve ID [3 fits
(Globally)]
50
No. of Consumers
40
30
20
10
0
Comfortablen
Its global
ess and Reliability
fashion trend
luxuriousness
Sample Size:
47 28 10
Total attempt out of 85
Interpretation: - Majority of the respondent (55%) found its global fashion trend as the most
attractive feature amongst all options provided in questionnaire.

13. Data Analysis and Interpretation:-
Question: - Do you think that Jeans are designed for women with “ideal” figures.
Sample Size:
Suggestion/ Feedback Total attempt out of 85
Yes 71
No 14
Do you think that Jeans are designed
for women with “ideal” figures.
Yes No
16%
84%
Do you think that Jeans are designed for women with
“ideal” figures.
80
70
No. of Consumers
60
50
40
30
20
10
0
Yes No
Sample Size: Total
71 14
attempt out of 85
Interpretation: - Majority of the respondents (84%) are agree with the statement asked in the
respective question i.e. opted yes option amongst options provided in the Questionnaire.

14. Data Analysis and Interpretation:-
Question: - You like the Product on the basis of-
Sample Size: Total
You like the Product on the basis of attempt out of 85
Fashion 17
Trend 30
Quality 35
Price 3
You like the Product on the basis of
Fashion Trend Quality Price
4%
20%
41%
35%
You like the Product on the basis of-
40
35
No. of Consumers
30
25
20
15
10
5
0
Fashion Trend Quality Price
Sample Size: 30
17 30 35 3
Total attempt out of 85
Interpretation: - Majority of the respondent (41%) found Quality as the most attractive
feature amongst all options provided in questionnaire.

15. Data Analysis and Interpretation:-
Question: - You have selected Levi’s product because of:-
Sample Size:
Suggestion/ Feedback Total attempt out of 85
Status 19
Lifestyle 49
Sophisticated Product range 17
You have selected Levi’s product
because of:-
Status Lifestyle Sophisticated Product range
20% 22%
58%
You have selected Levi’s product
because of:-
60
No. of Consumers
50
40
30
20
10
0
Sophisticated
Status Lifestyle Product
range
Sample Size: 30
19 49 17
Total attempt out of 85
Interpretation: - Majority of the respondent (58%) found Lifestyle as the most attractive
feature amongst all options provided in questionnaire.

16. Data Analysis and Interpretation:-
Questionnaire: - What is important for you in terms of measurement and fits?
What is important for you in terms of
measurement and fits?
Shape Size
29%
71%
What is important for you in terms of
measurement and fits?
70
60
No. of consumers
50
40
30
20
10
0
Shape Size
Sample Size:
60 25
Total attempt out of 85
Interpretation: - Majority of the respondent (71%) found shape as most attractive feature
amongst the two options provided in questionnaire.

17. Data Analysis and Interpretation:-
Questionnaire: - What is your expectation from Levis Curve ID [3 fits (Globally)]?
Sample Size:
What is your expectation from Levis Curve ID [3 fits (Globally)] Total attempt out of 85
Very High 6
High 44
Moderate 30
Low 5
Very Low 0
What is your expectation from Levis
Curve ID [3 fits (Globally)]
Very High High Moderate Low Very Low
6% 0% 7%
35%
52%
What is your expectation from Levis
Curve ID [3 fits (Globally)]
50
No. of consumers
40
30
20
10
0
Very Modera Very
High Low
High te Low
Sample Size:
6 44 30 5 0
Total attempt out of 85
Interpretation: - Majority of the respondent (52%) found High expectation from the product
amongst the two options provided in questionnaire.

18. Data Analysis and Interpretation:-
Questionnaire: - Now with more options available according to shape, will it help to attract
foreign customers also to buy in India?
Now with more options available
according to shape, will it help to
attract foreign customers also to buy
in India?
Yes No
21%
79%
Now with more options available according to
shape, will it help to attract foreign customers
also to buy in India?
80
70
No. of Consumers
60
50
40
30
20
10
0
Yes No
Sample Size:
67 18
Total attempt out of 85
Interpretation: - Majority of the respondents (79%) are agree with the statement asked in the
respective question i.e. opted yes option amongst options provided in the Questionnaire.

19. Data Analysis and Interpretation:-
Questionnaire: - Will you recommend this product to your friend, relatives in future?
Sample Size:
Suggestion/ Feedback Total attempt out of 85
Yes 76
No. 9
Will you recommend this product to
your friend, relatives in future?
Yes No.
11%
89%
Will you recommend this product to your
friend, relatives in future?
80
70
No. of Consumers
60
50
40
30
20
10
0
Yes No.
Sample Size:
76 9
Total attempt out of 85
Interpretation: - Majority of the respondent (89%) are agree with the statement provided in
questionnaire i.e. opted for yes option amongst the two options provided in questionnaire.

20. Data Analysis and Interpretation:-
Questionnaire: - How old are you?
Sample Size:
Suggestion/ Feedback Total attempt out of 85
Under 15 0
Under 25 57
Between 25-35 28
Between 35-45 0
Between 45-55 0
Above 55 0
How old are you?
Under 15 Under 25 Between 25-35
Between 35-45 Between 45-55 Above 55
0% 0% 0%
33%
67%
How old are you?
60
No. of Consumers
50
40
30
20
10
0
Under Under Betwee Betwee Betwee Above
15 25 n 25-35 n 35-45 n 45-55 55
Sample Size:
0 57 28 0 0 0
Total attempt out of 85
Interpretation: - 67% customers belong to under 25 age group and 33% belongs to Age
group [between 25-35].

21. Data Analysis and Interpretation:-
Questionnaire: - Because of its shape, will this product will help you in every
season?
Because of its shape, will this product will help you in every Sample Size:
season Total attempt out of 85
Yes 54
No. 31
Because of its shape, will this product
will help you in every season
Yes No.
36%
64%
Because of its shape, will this product will help
you in every season
60
No. of Consumers
50
40
30
20
10
0
Yes No.
Sample Size:
54 31
Total attempt out of 85
Interpretation: - Majority of the respondent (64%) are agree with the statement provided in
questionnaire i.e. opted for yes option amongst the two options provided in questionnaire.

22. Data Analysis and Interpretation:-
Questionnaire: - One new range is coming from Levi’s very soon i.e. Waterless Jeans,
manufactured with the help of very less amount of water, hence they save water. Would you
like to buy it?
Sample Size:
Suggestion/ Feedback Total attempt out of 85
Yes 73
No. 12
One new range is coming from Levi’s very
soon i.e. Waterless Jeans, manufactured with
the help of very less amount of water, hence
they save water. Would you like to buy it.
Yes No.
14%
86%
One new range is coming from Levi’s very soon
i.e. Waterless Jeans, manufactured with the help
of very less amount of water, hence they save
water. Would you like to buy
80
No. of Consumers
60
40
20
0
Yes No.
Sample Size:
73 12
Total attempt out of 85
Interpretation: - Majority of the respondent (86%) are agree with the statement provided in
questionnaire i.e. opted for yes option amongst the two options provided in questionnaire.

23. Findings:-
During initial phase of observation on consumer behavior for Levi’s curve ID [3 Fits] we
have observed that due to the brand name of the levis, the customers are already having
the good relationship with the company branded products.
As 3 Fits were already available for the women, now it is available in all global
measurement for women. Hence with more options available customers are empowered
to make the decision.
They have opted for this new product due to its different measurement and shapes
available for global market.
For water less jeans [The upcoming new product of Levi’s], the customers are ready to
buy it in future for good social cause as it requires very less water at the time of
manufacturing.

24. Suggestion:-
After observation of the consumer behavior of Levi’s Curve ID [3 Fits] we have come up with
the following solutions.
Now a days, with more options available for entire product range, consumers are empowered to
make a decision, so with rapidly changing environment and behavior Levi’s has to keep on
branding and advertising of New product and existing products so that customer can have strong
bonding with the new product
.
To keep on creating awareness about new product [Levi’s Curve ID [3 Fits]] to all the customer
which are globally available in current scenario.

25. Conclusion:-
After observing the consumer behavior towards Levi’s Curve ID [3 Fits]
we have come across the following conclusion:-
1. Most of the customers are focused towards fashion and lifestyle and with the
changing global environment their behavior is changing to buy products which are
available in different shapes and measurement.
2. Social cause [like water consumption] they are ready to by the new product [Water
less jeans] in future and this key area and term is influencing their behavior.
3. In a nut shell, we can say that, customer and dealers are ready to buy and sell new
global fits [Levis Curve ID [3 Fits]] as it provide more satisfaction, easily
accessibility, increased lifestyle for customers and huge sales for company and
dealers of the company.

26. Bibliography:-
Books:
Etzel, Michael, W alker, Bruce and Stanton, William J,: Marketing; 14th edn. Boston,
McGraw Hill.
Grewal, Dhruv and Levy Michael;: Marketing New Delhi, Tata McGraw Hill.
Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th
edn.New Delhi, Pearson
Kerin, Roger A, Hartly, Stevan W and Berkowitz, Eric N;: Marketing; 8th edn. New Delhi,
Tata McGraw Hill,
Lehmann R Donald & Russell S W iner, Analysis for Marketing Planning: Sixth Edn. Tata
McGraw Hill,
Ramaswamy V S , Namakumari S – Marketing Management (4th Edn. Macmillan),
Saxena, Rajan,: Marketing Management; 4th edn. New Delhi, Tata Mc Graw Hill, 2010
Winer, Russell S,: Marketing Management; 3rd edn. New Delhi, Pearson, 2008
Websites:-
http://www.jeansshop.com/new_products.php
www.levi.co.in

27. Annexure: - Questionnaire: - Total Questions 11, Total Suggestion Feedback 11
Institute of Technology and Science, Mohan Nagar, Ghaziabad
Name: - Gender: - Contact:-
Suggestion/ Feedback - From the followings, what attracted you most in Levis Curve ID [3 fits (Globally)]
1. Its global fashion trend 2.Comfortableness and luxuriousness 3. Reliability
Suggestion/ Feedback: - Do you think that Jeans are designed for women with “ideal” figures.
1. Yes 2. No.
Suggestion/ Feedback: - You like the Product on the basis of:-
1. Fashion 2.Trend 3.Quality 4.Price
Suggestion/ Feedback: - You have selected Levi’s product because of:-
1. Status 2.Lifestyle 3.Sophisticated Product range
Suggestion/ Feedback: - What is important for you in terms of measurement and fits?
1. Shape 2.Size
Suggestion/ Feedback: - What is your expectation from Levis Curve ID [3 fits (Globally)]
1. Very high 2.High 3.Moderate 4.Low 5.Very low

28. Annexure: - Questionnaire: - Total Questions 11, Total Suggestion Feedback 11
Institute of Technology and Science, Mohan Nagar, Ghaziabad
Suggestion/ Feedback: - Now with more options available according to shape, will it help to
attract foreign customers also to buy in India?
1. Yes 2.No
Suggestion/ Feedback: - Will you recommend this product to your friend, relatives in future?
1. Yes 2.No
Suggestion/ Feedback: - How old are you?
1. Under 15 2. Under 25 3.Between 25-35 4. Between 35-45 5. Between 45-55 6. Above 55
Suggestion/ Feedback: - Because of its shape, will this product will help you in every season
1. Yes 2. No
Suggestion/ Feedback: - One new range is coming from Levi’s very soon i.e. Waterless Jeans,
manufactured with the help of very less amount of water, hence they save water. Would you like to buy it.
1. Yes 2.No.

29. Thanks Letter:-
After the successful completion of our project we all are really thankful to
our Customers, teachers, respected faculty members, our friends, our
respected guide Mr. Mukesh Porwal Sir and Levi’s employees.
Thank you all for your valuable feedback and suggestion.
Submitted By:- Mr. Abhijeet Srivastava
Ms. Seema Kumari
Mr. Ankit Kumar Tripathi
Mr. Ritesh Ashok Kumar Shukla
Ms. Shiwani Gupta
Ms. Shipra Rajpoot
Section A, PGDM 1st Trimester [2011-13]