Marketing Research 2

Marketing Research on
Brand Levis

Research Methodology

Members:
Deepa H Jain
Meghana Simha
Deepak Talteja
Devanandan K V
Ritesh Choudhary
Sudhir K Mohan

Executive Summary
Title: Marketing Research on brand Levis in the denim market

Author: Deepa Jain, Meghana Simha, Deepak Talreja, Devanandan KV, Ritesh
Choudhary, Sudhir K Mohan

Advisors: Mr. MD Rao

Course: Research Methodology, 4th Trimester

Department: Indian Institute of Planning & Management, Bangalore

Date: August 3rd 2009

Purpose: The purpose of this research is to understand the satisfaction of IIPM students
with Denim Brands. Study the market shares of the top 5 brands. Find any differences
areas where the brand Levis is lacking and recommendations for overcoming the
shortcomings.

Method:

a) Find the attributes which people look in a denim through Hyper Research
Conducted on 20 students & transcripts were recorded by each of us
b) Collect data related to overall consumer perception about the denim brands &
the consumer satisfaction with respect to brand with the help of a questionnaire.
To test the model out of 80% of the sample size and compare it with the rest
20%
c) Use statistical tools to form conclusion

Findings:

1. Levis is the most highly recalled brand
2. Brand loyalty for levis is the highest
3. The variables that influence the brand satisfaction are
i. Variety in fits (33.1%)
ii. Comfortable Fit (25.5%)
iii. Easily Available (21.1%)
iv. Trendy and Fashionable
(20.4%)
4. The number of males and females is equal in the population.
5. Levis is the brand with the highest Market Share (49%)
6. The average amount spent on a pair of jeans is Rs. 2130

Indian Institute of Planning & Management Page 2

Acknowledgements

The research team gratefully acknowledges the help & support provided by Prof
M.D. Rao during our research. Sir, we are thankful for your support.

We would also like to thank all the respondents for spending their valuable time
on our Hyper Research & the subsequent questionnaire.


CONTENTS
1. Introduction………………………………………………………………………….
5
1.1. Background for the Study………………………………………….
5
1.2. Aims and Objectives………………………………………………….
5
1.3. Scope and Limitations of the study…………………………… 5
1.4. Value of the Study…………………………………………………….
5
2. Background…………………………………………………………………………..
6
2.1. Development of Indian Jeans Market………………………. 6
2.2. Levi Strauss India………………………………………………………
7
3. Methodology……………………………………………………………………….
9
3.1. Research Problem…………………………………………………….
9
3.2. Hyper Research………………………………………………………..
9
3.3. Sampling…………………………………………………………………..
9
3.4. Questionnaire Design……………………………………………….
9
3.5. Data Collection and Interview………………………………….. 10
3.6. Data Analysis……………………………………………………………
10
4. Analysis and Results…………………………………………………………….
11
4.1. Sample Size……………………………………………………………..
11
4.2. Market Shares………………………………………………………….
12


4.3. Frequency of Purchase……………………………………………..
13
4.4. Buying Behaviour related to Denim Purchase…………. 13
4.5. Average Amount spent per Jeans……………………………… 14
4.6. Annual Jeans Budget………………………………………………..
15
4.7. Decision Maker for purchase of Brand……………………. 16
4.8. Brand Satisfaction measurement……………………………. 17
4.9. Brand Awareness…………………………………………………….
19
4.10. Brand Loyalty………………………………………………………….
20
4.11. Category Satisfaction measurement……………………….
20
4.12. Media Habits, Source of Awareness of Brands………. 24
4.13. Media Habits, most watched TV Channels…………….. 25
4.14. Media Habits, Channel with most Denim Ads………… 25
4.15. Media Habits, Most Read Magazine………………………
26
4.16. Gender……………………………………………………………………
26
4.17. Age…………………………………………………………………………
27
4.18. Monthly Household Income……………………………………
27
5. Conclusion and Recommendations…………………………………….. 28
6. Appendix
6.1. Frequency Report (Hyper Research)……………………….
30
6.2. Master Code List (Hyper Research)…………………………
30
6.3. Questionnaire (Pre Test)…………………………………………
31
6.4. Questionnaire (After Pilot Test)………………………………. 35
6.5. Calculation Table for Sample Size Calculation………… 40
6.6. Residual Calculation for Regression Analysis………….. 41

1. INTRODUCTION

1.1. Background of the study:


Since the economic reforms in India, the middleclass India has been more
empowered. The disposable Income has been on the rise. Also the influence of
globalization has been increasing. Thus the life style has also been changing. Western
influence has also been increasing with many MNCs operating here. In 1995 Arvind
Mills launched the first branded Indian Jeans, since then many MNCs, like Lee and
Levis started their marketing in India.

Several Luxury brands like Calvin Klein and GAS were not able to compete in these
markets. They are now in a retractory phase in the Indian market. The price band for
these brands is high. Levis was one of the first MN Brand to be launched in India. The
primary reason for its success in India has been the different price bands for different
categories.

Levis also had an effective distribution of goods. They serviced their denim fabric from
India which was cost effective and hence they were able to capture the market. They
are however losing out their market share to other competitive brands like Lee and
Spykar.

1.2. Aim and Objective

The objectives of the study are
• Measure the level of satisfaction of the brand among students of IIPM
• Establish the market shares of the most popular brands among students
• Estimate the mean price the students pay for the product
• Establish if there are significant differences in satisfaction measures across the
student group and across brands.
• Develop a model to predict level of satisfaction and test the model.

1.3. Research Scope and Limitation
The research is limited to IIPM students, the assumption being that IIPM students are
the population that purchases jeans.

The parameters for satisfaction were arrived at from a prior study; students were
interviewed and asked to list the attributes that they want most in their denim brand.
Thus, some attributes like influence of brand ambassadors were not considered for the
study.

The sample size was 150, and 150 cases were interviewed. 3 of the 150 were lost.

1.4. Value of the study
The study was undertaken to understand how to develop a research programme and
use that research programme to solve management problems. This exercise was also
undertaken to understand analysis techniques used in research.


2. BACKGROUND

2.1. Development of the Indian Denim Market
One of the features of the modern life is the attention being paid to dresses to making
them attractive and fitting to the state of mind / spirit. Of all the fabrics, denims and
denim dresses are the substrates that have been able to satisfy the needs of ever
increasing craze and wildly excited and enthusiastic interests that keep changing. Lo
and behold, what a staggering variety of jeans: Torn jeans, creased jeans, faded
jeans, there is no end in jeans fashion. Malls and multiplexes, schools and college
campuses, streets and bazaars, wherever we look around, it is a blue ocean. Denim is
the fabric of centuries and it has a very interesting tale to tell.

It all began in California, the golden state of the USA, where legendary Levi Strauss
made the first jeans. The year 1873, was the year of gold rush era. Jeans got created
in Genoa, Italy when the city was an independent republic and a naval power. Jeans
were made for the Genoese navy because it required all-purpose trousers for its sailors
that could be worn wet or dry. Jeans were laundered by dragging them in large mesh
nets behind the ship, and the seawater would bleach them white for an attractive blue-
white contrast and soften the garment a great deal for comfort. Levi Strauss was a
Bavarian dry goods merchant living in San Francisco. One of Levi's customer was
Jacob Davis, a tailor who frequently purchased cloth from Levi Strauss & Co. 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. Jacob along with Levi Strauss took the patent
and the blue jeans, as we know it today, was born.

The first denim boom in India Arvind launched New Port - This was the first attempt
made by anyone to launch a national brand at sub Rs. 400.00. In 1990 Lee started
their marketing and manufacturing centres in India in collaboration with Arvind Mills.
In the same year Levis also started their India Operations.

The total denim market in India is estimated at 100 million units per year. Out of this
total market size, the branded denim market is only about 10 million units, comprising
brands such as Levi’s, Lee, Wrangler, Pepe Jeans, Spykar and Flying Machine, in
addition to the international denim brands.

The Indian Jeans market can be broken down into the following categories:

• Super Premium Segment (Rs. 2000+)- brands like Tommy Hilfiger, Hugo Boss,
AN Jeans, Rocky S Jeans, Rathore Jeans
• Premium Segment (Rs. 1000-2000)- Pepe, Levi's, Lee, Wrangler
• Middle Segment (Rs. 500-1000)-Most Indian brands cover both Middle and
Premium categories


• Economy Segment (Rs. 300-500)-Ruf n Tuf, Newport, Impact, Thunder as well
as in store labels like West side’s SRC and 2Fast4U that are priced between
Rs. 375 to Rs. 600

At the lower and unorganized end of Jeanswear market the price is assumed as under
Rs.300.

The economy segment is growing at 10% and the premium segment performing a
large amount of visible and faster growth. During the period of 2003-2004, the
premium segment performed with the 25 percent rise.

The premium international denim brands that entered India with hopes of cashing-in
on increasing luxury spends in the country have been unable to find a foothold in the
domestic market. While some international brands are limiting their presence, others
are on their way out.

Premium brands like Calvin Klein and GAS are closing their stand alone stores in
India. High price points due to import duties and skyrocketing retail rentals in premium
locations, which are not supported by adequate sales, are some of the many
challenges these brands face. Only those international brands that source garments
from India for their local stores are able to succeed. High import duties, which range
between 25-30 per cent, increase the price of the merchandise besides leading to a
high turnaround or lead time, which consequently results in high inventory cost. So the
entire cost of operations for these international brands becomes unsustainable.

2.2. Levi Strauss India
Levis India was launched in 1995. It has come a long way since then. They have
adapted and changed their marketing strategy to suit the Indian markets. They
changed the marketing strategies for their Denims and Non-Denim brands. They are
seeking to expand their presence in the Premium and Super-Premium segment by
launching more products in this segment.

It is also seeking to strengthen its Value Brand - Signature. Launched last year and
priced between Rs 599-Rs 999(USD 15- USD 25) in small towns and up to Rs
1399(USD 35) in larger towns. Signature seeks to capture a large share of the Value
segment of Branded Jeans, which is currently estimated at about 10 million units – by
having more than 5000 sale points for the same throughout India (as against 1000
currently).

In the Premium segment the prices are in the range of Rs 2000-4000(USD 50-USD75),
Super premium has price range of Rs 4000-6000(USD 75-100) and Connoisseur
segment is Rs 6000-12000(USD 150-300). Levi’s wants to increase its presence in
these segments. It however does not want to be present in the Mid Price Segment ie Rs
1000-2000(USD 25-50). Thus Levi’s India is following the International trends where
Value and Premium segments are expected to do better than the mid priced segments.


The Value offering of Signature is Levis’ take on the local Indian brands who are
selling decent jeans in the range of Rs 600-Rs1200/ – but who do not have the brand
value of Levi’s.

They are accelerating its focus on low-priced street-wear product initiative, Levi’s
Sykes; which is expected to drive overall volumes and also penetration in non-metro
markets. Levi’s says that it would maintain revenue growth of around 25-30 per cent
and will post even better profitability growth as it drives retail expansion across
geographical markets.

The Sykes street wear portfolio is expected to account for a quarter of Levi’s overall
volume sales in 2004-05 — it is already accounting for 15 per cent of sales within a
year of launch.

The concept of a low-priced street wear sub-brand Sykes’ is an India-only strategy for
the denim MNC Levi Strauss. Sykes’ aim is to tap the youth in the age group of 15-19
who have a preference for fast fashion, fads, and experimentation and higher
receptivity to value for money proposition

The estimates for the market of Premium and Super Premium denim in India are about
7 million and 3 million and offer substantial possibilities for growth for brands like
Levi’s. However, the going will not be as smooth since Levi’s will not be able to offer
great washes in its Signature line – and washes are one of the biggest factors for
purchase of Jeans by the young.


3. Methodology

3.1. Defining the Research Problem

 Measure the level of satisfaction of the brand among students of IIPM
 Establish the market shares of the most popular brands among students
 Estimate the mean price the students pay for the product
 Establish if there are significant differences in satisfaction measures across
the student group and across brands.
 Develop a model to predict level of satisfaction and test the model.

3.2. Hyper Research
Hyper research was used to arrive at the variables that determine satisfaction to
different customers. The 20 cases were selected based on convenience
sampling.

They were interviewed on their favourite brand, what they liked about the
brand, how loyal they were to the brand, if they were willing to switch brands,
how much do they pay on an average on their jeans, how much of price
increase will prompt them to change their brand, if they are willing.

The information was coded in Hyper Research and the codes with the highest
frequency were selected.

(For Frequency of Codes and Master code list please refer Appendix 6.1. and
6.2. Respectively)


3.3. Sampling
The population to be studied is the students of IIPM Bangalore. The simple
random sampling method would be the most effective way of arriving at the
sample as every member of the population has an equal chance of getting
selected.

The population is the complete student population of IIPM. There are about 455
students studying the MBA course across all batches.

To arrive at the sample, names of the MBA students will be included in a list
which will then be given a set of random numbers. These random numbers
were sorted in ascending order. The 1st 147 names were taken from the list for
the interview.

3.4. Questionnaire Design

Since the target group people have no significant age differences and are
studying management course, however the questionnaire was designed to be
easy and understandable. The questionnaire was structured and undisguised.
The questionnaire was pre-coded for easier tabulation.

Most questions only required a single answer out of the wide choices. It is not
only useful to keep respondents’ attention and patience, but helpful for the
analysis of the answers.

After the questionnaire design, a pilot study was conducted. The reason for this
was to make those questions used in the final survey to be specific,
understandable, and capable of being answered by the sample population and
free from bias.

Piloting helped us with the wording of the questions and also with procedural
matters such as the design of the introduction, the ordering of question
sequences and the reduction of non-response rates.

The pilot test was carried out on 10 cases. They were from different batches
and different classes. After the pilot work it was found that:

I. 3rd question was not mutually exclusive and collectively exhaustive
II. Question no. 4 and 5 were clubbed to form one question, the question
was related to buying behavior and since there are only two types of
behavior in jeans purchase; planned and impulsive
III. The annual expenditure and average amount paid per pair were made
open ended as the data is not sensitive and analysis is also easy.


IV. The question which determines the decision maker was changed to a
summated scale from interval level data. This made analysis and
interpretation easy.
V. The rating for individual brands was changed for the brands purchased
and for the product category jeans.
VI. The media habits were initially in a format where only the frequency of
the channels watched can be estimated, however it will not determine
the how much a channel is watched compared to other channels.
(For Pre Test Questionnaire refer Appendix 6.3., for Final questionnaire refer
Appendix 6.4. and for Master Code List refer Appendix 6.5 respectively.)

3.5. Data Collection and Interview

Data was collected using the questionnaire; the respondents were
interviewed from the list generated from the random function.

3.6. Data Analysis
The survey has been designed to collect quantitative data; therefore, the scale
used is 1-5 Likert-type scale questionnaire is to provide a broad range to match
the respondents’ agreement.

The Z-test analysis is also utilized to conduct the results by OPENSTAT software.
Regression Analysis, ANNOVA, correlation and chi square tests were used for
analysis. A regression model was formed using 80% of the cases and was
tested on the remaining 20%.
4. ANALYSIS AND RESULTS
4.1. Sample Size
To calculate the sample size, the data which was floating Point type was used for
analysis. The sample size was calculated using the following formula.
N = Zα/2 X σ Pop / (ME) 2

Test N
1 Level of Satisfaction Brand 151.87
2 Level of Satisfaction Category 151.06
3 Brand Recall 150.87
4 Average Spend 152.18
5 Annual Budget 149.75
151.15

The highest values of all the data were taken and its average was calculated. The
average value was 151. Samples analysed were 147.


(For Calculations and data refer Appendix 6.6.)

4.2. Market Share
The top 5 brands were arrived at using hyper research. The market share for Levis is
the highest with 49%, followed by Pepe (14%). The other brands form only 1% of the
entire share. The other brands were UCB, Flying Machine, Provogue.

The distribution of these brands among males and females are almost alike. We see
that a greater number of women prefer other brands. Levis is a brand used by almost
50% of the sample both male and female.


To eliminate any statistical error that may have occurred during the study, we formed
a hypothesis and tested if the market share of Levis is greater than 30%.

Ho: Market share of Levis = 0.30

Ho: Market share of Levis > 0.30

Thus, the population proportion 0.30 does not fall in the confidence interval, we reject
the null hypothesis. Thus we can say that Levis’ market share is greater than 30%.

4.3. Frequency of Purchase

Most people buy 4 pairs of jeans on an average.


There is no difference in the pattern of male and female. Almost same percentage of
males and females buy equal number of jeans in a year. A majority (50%) of the
population buys about 4 to 5 pairs on an average.

4.4. Buying Behaviour related to Jeans

The buying behaviour demonstrated in case of jeans purchase are Impulsive and
Planned. An equal proportion of the sample exhibits both these types of behaviour.

Fewer females show Impulse buying behaviour. Male population shows more Impulse
Buying behaviour; however the difference between the numbers is marginal.


4.5. Average
Amount Spent on a pair of Jeans

The average amount that the sample spends on a pair of Jeans is Rs 2130.687. The
average amount spent per pair is different for different brands; however the difference
is not significant. The standard deviation of the price is Rs.1111.314.

Hypothesis test was done to identify any statistical error.

Ho: The mean expenditure of a student on one pair of Jeans is Rs 2000.

H1: The mean expenditure of a student on one pair of Jeans is less than 2000.

The results of the Z test are:

The T test value is less than the value for rejection. Thus, we retain the Null Hypothesis,
i.e.


The mean amount that students are ready to spend for their jeans is Rs. 2000

A two way ANNOVA test was also done to check if the mean price paid for a pair of
jeans is different across gender and Monthly Household Income.

Ho: Average price paid per jeans depends on Gender and Monthly Household
Income

H1: Average price paid per jeans does not depend on Gender and Monthly
Household Income

The results of the Test are:

The overall probability for variation across gender and Monthly household Income is
higher than that for the test to be significant. The interaction between the groups is
low. Since the probability is high, the test results are not significant.

It can be concluded that there is no significant variance among the rows and columns,
i.e. Gender and Monthly Household Income Respectively. Thus, we reject the null
hypothesis

4.6. Annual Jeans Budget

The average annual budget on Jeans is 8760. The difference in annual budget
between males and females is 705. Thus females spend more per jeans than men as the
frequency of purchase is same between males and females.

Male Female
Average Annual Budget 8577 9282


There is significant correlation between annual budget and Monthly house hold income. Thus
the monthly household income determines the amount they spend on jeans annually. The
correlation coefficient is 0.782.

A test of dependency was done on Annual budget.

Ho: Annual Budget on Jeans depends on Monthly Household Income

H1: Annual Budget on Jeans does not depend on Monthly Household Income

The results of the test are:

The probability value is less than the significance level 0.05. Thus, we retain the null
hypothesis, i.e. the annual budget depends on Monthly Household Income.

4.7. Decision Making

This question aims at determining the person who makes the decision of the purchase.
A summated scale up to 10 was used to estimate this.

Yourself SpousePartner Friend Parent


Total 828 215 292 147
Average 5.63 1.46 1.99 1.00

Thus if we see the total score and the average score are both the highest for Yourself.
Thus it can be said that buyer himself is the decision maker. In some cases may take
help from friends and partner however the least influence is that of parents.

4.8. Measuring Satisfaction for the Brand

The average rating for the variables was calculated and a graph was plotted.

The overall satisfaction for Spykar was the least; it was the highest for wrangler. The
average rating for Levis on overall satisfaction is 4.2.

The average rating for all brands on sales and promotions is least, for Levis it is 3.6,
which is the highest. Levis also scored the highest for brand image, comfort,
availability, variety. It is the second highest in overall satisfaction. Other brands are
considered to be trendier and fashionable compared to the five top brands. , however

the other brands are more than 2 brands thus it can be said that Levis is the trendiest
brand.

Levis was rated the lowest in variety of colours, price and fabric.

The satisfaction for the brand was measured using the Lickert Scale. The attributes
were rated on a scale of 1-5. A regression model was developed to estimate the level
of satisfaction using the software OPENSTAT.

A Forward Step-wise regression was done. The results of the analysis are:

1. The overall probability of
the model is significant
2. The Adjusted R2 value is
0.673 which is fairly significant
3. The probability of
individual variables is also significant
4. The VIF values are less
than 5 and hence there is no multi - co - linearity in the data.
5. The constant/intercept
value is 0.516
6. The Beta values determine
the level of influence the variable on the regression point. With the given Beta
Values Variety in fits influences the equation by 33.1%, Comfortable Fit
influences by 25.5%, Availability influences by 21.1% and Trendy and
Fashionable by 20.4%. Thus order of the variable that influences the regression
point
1. Variety in fits


2. Comfortable Fit
3. Easily Available
4. Trendy and Fashionable

Regression Equation:

Brand Satisfaction = 0.516(intercept) + Variety in Fits X 0.326 +
Comfortable Fit X 0.223 + Easily Available X 0.19 + Trendy &
Fashionable X 0.168

Only 80% of the data i.e. 117 cases were used for developing the model. The
remaining 20% was used to test the model.

To validate the regression model, the regression point was arrived at by substituting
values of slope, Intercept and the individual rating given to the variables. The actual
“Overall satisfaction score” was subtracted from the regression point value.
Mean Absolute Percentage Error was used to determine the validity of the
model. The percentage values were calculated and the mean of the percentage was
found to be 14% for the data from which the model was created.

The MAPE value for the Hold Up data was 16%, which is close to the MAPE of the
data from which the regression model was formed. Hence the model is successful and
can be used to make predictions.

From the graph above and the regression equation we can see that even though Levis
scored low on price, variety in colours and light fabric; it scored high on overall
satisfaction. Levis however scored high on the key factors that determine overall
satisfaction and hence is among the top brands.

(For calculation of residual values please refer table in Appendix 6.7.)

4.9. Brand Awareness

This exercise was done to estimate the most well known brand and the loyalty of the
customer to each brand.


Levis is the most well known brand, followed by wrangler.

4.10. Brand Loyalty

The average brand loyalty is almost the same for all brands. People are somewhat
loyal to their brands but will switch in some cases. Loyalty to Levis brand is 4.4.


4.11. Satisfaction for the
Category

The satisfaction for the category was measured using the Lickert Scale. The attributes
were rated on a scale of 1-5. A regression model was developed to estimate the level
of satisfaction using the software OPENSTAT.

A Forward Step-wise regression was done. The results of the analysis are:

1. The overall probability of
the model is significant
2. The Adjusted R2 value is
0.673 which is fairly significant
3. The probability of
individual variables is also significant
4. The VIF values are less
than 5 and hence there is no multi - co - linearity in the data.


5. The constant/intercept
value is 0.516
6. The Beta values determine
the level of influence the variable on the regression point. With the given Beta
Values Variety in fits influences the equation by 33.1%, Comfortable Fit
influences by 25.5%, Availability influences by 21.1% and Trendy and
Fashionable by 20.4%. Thus order of the variable that influences the regression
point
1. Variety in fits
2. Comfortable Fit
3. Easily Available
4. Trendy and Fashionable

Regression Equation:

Brand Satisfaction = 0.516(intercept) + Variety in Fits X 0.326 +
Comfortable Fit X 0.223 + Easily Available X 0.19 + Trendy &
Fashionable X 0.168

Only 80% of the data i.e. 117 cases were used for developing the model. The
remaining 20% was used to test the model.

To validate the regression model, the regression point was arrived at by substituting
values of slope, Intercept and the individual rating given to the variables. The actual
“Overall satisfaction score” was subtracted from the regression point value.
Mean Absolute Percentage Error was used to determine the validity of the
model. The percentage values were calculated and the mean of the percentage was
found to be 14% for the data from which the model was created.

The MAPE value for the Hold Up data was 16%, which is close to the MAPE of the
data from which the regression model was formed. Hence the model is successful and
can be used to make predictions.

Since there is no high correlation between the variables, there is no need to do factor
analysis. However KMO value is 0.692, which is significant. Thus,


Looking at the Scree Plot, there can be 5 factors.


The 5 factors are

Factor 1 - Trendy and Fashionable, Price, Colours and Different fits

Factor 2- Brand Image and Comfortable Fit

Factor 3- Sales and Promotions and Smooth Fabric

Factor 4- Availability and Fabric

Factor 5- Durability

4.12. Source of brand
awareness

The respondents were asked to tick the options. The frequency of the response

The most common source of awareness is Newspaper Ads, followed by television Ads
and Hoardings and bill Boards.


37% of the sample gets the information through Newspaper Ads, 25% by television
Ads and 16% through Hoardings and Bill boards.

4.13. Media Habits, TV
Channels


The most watched TV channel by the target population is MTV, followed by HBO,
NDTV (24X7). If the channels are categorized and their combined ratings are taken
then

4.14. Media Habits, TV
Channels with most Jeans Ads

The TV channel that shows most denim Ads is MTV, followed by Channel V, least Ads
on Sports Channel.


4.15. Media Habits,
most read Magazine

The most read magazine is Business India, followed by Business Today and Outlook,
the 4th most read magazine is India Today. Week is the least read Magazine.

4.16. Gender

In the data the total sample size is 147 and the number of females in the sample is 39
and that of male 108. The proportion of males is 73% and females are 27%.

The proportion of male and female in the market is equal. The choice of brand is independent
of gender. To eliminate any statistical error, we formed a hypothesis to test the proportion in
the market. We used Chi Square Test to test the hypothesis.

Ho: Pm = Pf

H1: Pm ≠ Pf

O O Male Female
Most Purchased
Brand Male Female E [O-E] /E E [O-E] /E
Levis 52 20 72 53 0.02 19 0.04
Wrangler 16 3 19 14 0.30 5 0.83
Lee 13 4 17 12 0.02 5 0.06
Spykar 7 5 12 9 0.37 3 1.04
Pepe 16 5 21 15 0.02 6 0.06
Others 4 2 6 4 0.04 2 0.10
Grand Total 108 39 147 0.77 2.13
Grand Total -- 2.89


>
The chi square value for significance level with Degrees of Freedom = 5 is
11.071From the tested sample the chi square value is 2.89. The calculated value is in
the area of acceptance.

4.17. Age

60% of the sample is in the age group 22-25. 82% of the population is in the age
group 26-29.

4.18. Monthly
Household Income

35% of the population’s MHI is 15001- 40000.


5. INTERPRETATION
AND RECOMMENDATIONS
5.1. Buying Behaviour

According to our study buying behaviour for men and women is different. Men tend to
be more impulsive than women. Women plan their purchase. Thus, the store layout
should facilitate impulse buying for men. The advertising in the Multi-Brand Outlets
should be high for the Men’s Brands again to facilitate Impulse Buying.

The difference in the proportion of females who follow planned and Impulse Buying
Behaviour is very low. Thus, those who may be swayed can be influenced through
advertising and attractive discounts to facilitate impulse buying behaviour.

5.2. Average Amount Spent for a pair of Jeans

According to our study people are ready to pay 2000 on an average per jeans. Hence Levis
should develop the brands that are priced in the price band 1800 - 2000 compared to other
brands.

5.3. Annual Budget

According to our study women pay more per jeans than men. Hence they can use
discriminatory pricing for Women. They can charge a higher amount for women’s brands.

Also the annual budget is positively correlated to house hold income; higher the income,
higher the budget.

5.4. Decision Making
According to our study decision maker for the purchase is the person himself. Only sometimes
he is influenced by his friends. If the advertising campaigns can show how important a friends
contribution is to making a decision.


Promotional strategy such as combined discounts for friends on FRIENDSHIPS’ Day can be
used to attract more customers. Also a FRIENDS series brands can be launched to create a
community and increase Resonance for the brand.

5.5. Attributes

According to our study the preference of attributes is different for different customers. However
most customers look for comfortable fit, choice of different styles, easily available Jeans. They
also prefer Jeans which are trendy & fashionable Jeans. Levis is among the brands, which is
ranked highest among these attributes. The advertising campaigns should highlight these
attributes to build a positive image.

5.6. Brand Awareness

Levis is the brand that is recalled the most without aid. It is among the most well known
brands. It is a Top of the Mind recall for more than 50% of the population. They have been
able to successfully build a brand image.

5.7. Brand Loyalty

According to our study brand loyalty for levis is the highest so levis can introduce some loyalty
program like levis circle with a card where accumulated points can be converted into cash or
discount. An online Levis community where the loyal customers can be members and can shop
at discounted rates will help build greater resonance with these customers.

5.8. Source of Brand Awareness

According to our study brand awareness among the target population is is created by News
Paper Ads, followed by Television Ads and then by Hoardings. So levis can advertise and
promote through advertising through such media vehicles .

Also we observed that MTV is the channel where most ads are shown so, sponsoring shows
on the channel would help in creating awareness among the target population.


6. APPENDIX
6.1. Frequency Report
for Hyper Research

Sl No. Attributes Frequency
1 Comfortable Fit 18
2 Value for money pricing 14
3 Trendy and Fashionable 11
4 Promotions and sales 9
5 Smooth Fabric 9
6 Variety in color 9
7 Brand Image 8
8 Durable fabric 8
9 Easily Available (Multi-brand Outlets) 7
10 Light fabric 7
11 Different Styles 7
12 No Alterations needed after purchase 4
13 Attractive Advertising 3
14 Fabric-color stays well for long 3
15 Exclusive Brand 2
16 Fabric-Easy to maintain 2
17 Influence of the peer group 2
18 Store location-Distance not a big criterion 2


19 Variety in Price 2
20 Brand Ambassador 1
21 Store location-Near 1
22 Exclusive Pricing 0

6.2. Master Code List

Sl. Sl.
No. Code No. Code
1 Attractive Advertising 12 Light fabric
2 Brand Ambassador 13 No Alterations needed after purchase
3 Brand Image 14 Promotions and sales
4 Comfortable Fit 15 Smooth Fabric
Store location-Distance not a big
5 Durable fabric 16 criterion
Easily Available (Multi-brand
6 Outlets) 17 Store location-Near
7 Exclusive Brand 18 Trendy and Fashionable
8 Exclusive Pricing 19 Value for money pricing
9 Fabric-color stays well for long 20 Variety in colour
10 Fabric-Easy to maintain 21 Variety in fits
11 Influence of the peer group 22 Variety in Price

6.3. Questionnaire
(Test, before Pilot Test)

Questionnaire
We are students of IIPM and are conducting this survey for academic purpose. We
are determining the shopping habits of IIPM students in purchase of Jeans. Please
spare 10 minutes of your valuable time to answer the following questions.

USAGE HABITS AND PRACTICES

1. Which is your favourite brand of Jeans?

Levis (1)  Wrangler (2)  Lee (3) 

Spykar (4)  Pepe (5) 
Others Specify (6):


2. Which brand do you purchase the most?


Others Specify (6):

3. How often do you buy jeans?

Once in a month (1)  Once in two months (2) 
Once in 3 months (3)  Once in 6 months (4) 
Once in a year (5)  Others Specify (6):

4. Do you plan your jeans purchase?

Yes (1)  No (2) 

5. If No to Question No. 4, then do you buy them impulsively?

Yes (1)  No (2) 
6. How much do you spend on average per pair?

501 - 1000(1)  1001-1500(2)  1501-
2000(3) 
2001-2500(4)  2501-3000(5)  3001-
3500(6) 
3501-4000(7)  4001- 4500 (8)  4001 –
5000(9) 

PHSYCOGRAPHICS

7. What influences your choice?

Brand Image (1)  Effective Advertising (2) Comfortable Fit
(3) 
Pricing (4)  Promotions and sales (5) Trends and Fashion (6)

Variety (7)  Availability (8)  Brand
Ambassador (9)
Store Location (10)  Peer Influence (11) 

8. Who makes the decision/choice?

Yourself (1)  Spouse/Partner (2) 
Friend (3)  Parent (4) 

BRAND AWARENESS

9. Encircle the correct option. For brands that you are able to recall on the top of
your mind circle the number 1, for brands you are able to recall spontaneously
circle 2 and for brands that you can recall with the help of aids like
advertisements, hoarding, boards etc; circle 3.
I. Tick 1 against the brand in Column Top of Mind.
II. Tick 2 against the brand in Column Spontaneous
III. Tick 3 against the brand in Column Aided
IV. For the last column select numbers 1 to 5, where 1 – completely Disloyal, 2
- Somewhat Disloyal, 3 - Neutral, 4 – Somewhat loyal, 5 – Completely Loyal

Top of the Spontaneou Aided How loyal are
mind s you to the
shop?
Levis 1 2 3 1 2 3 4 5
Wrangler 1 2 3 1 2 3 4 5
Lee 1 2 3 1 2 3 4 5
Spykar 1 2 3 1 2 3 4 5
Pepe 1 2 3 1 2 3 4 5
Others Specify 1 2 3 1 2 3 4 5

SATISFACTION AND ATTRIBUTE MAPPING

10. Here are a few attributes customers like you have said about various
Denim Brands. We would like to have your impression on the following Brands


based on these attributes. Rate the following attributes on a scale of 1 to 5 , 1 –
Poor, 2 - Bad, 3 - Neutral, 4 - Good, 5-Excellent

Levis Wrangler Lee Spykar Pepe Others
1234 1234 123 4 1234 1234 1234
Brand Image 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Comfortable Fit 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Durable fabric 5 5 5 5 5 5
Easily Available (Multi-brand 1234 1234 123 4 1234 1234 1234
Outlets) 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Light fabric 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Promotions and sales 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Smooth Fabric 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Trendy and Fashionable 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Value for money pricing 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Variety in Color 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Variety in fits 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Others Specify 5 5 5 5 5 5
1234 1234 123 4 1234 1234 1234
Others Specify 5 5 5 5 5 5

11. How satisfied are you with the brand you are using?

Very Satisfied (1)  Somewhat Satisfied (2)  Neutral (3) 
Somewhat Dissatisfied (4)  Completely Dissatisfied (5) 

MEDIA HABITS

12. Where have you heard about the brand from?

Newspaper Ads(1)  Television Ads(2)  Radio (FM)(3) 
Magazine Ads(4)  Friends/ Family(5)  Pamphlets(6) 


Road Shows/Events(7) Hoardings/Billboards(8) Internet(9) 

13. What are the 3 TV Channels you watch most regularly?

Animal Planet(1)  Zee Movies(2)  Discovery(3)  MTV (4)
NDTV Imagine(5) Star Movies(6)  Set Max(7) 
9XM(8) 
CNBC TV 18 (9)  NDTV 24X7(10)  Channel V(11)  HBO(12)

Star Sports (13)  Star plus(14)  ESPN(15)  VH1(16) 
SonyTV(17)  ZeeTv(18)  Colors(19) 
NGC(20)
Zoom(21) 
Others Specify(22):

14. What are the 3 TV Channels you watched yesterday?

Animal Planet(1)  Zee Movies(2)  Discovery(3)  MTV (4)
NDTV Imagine(5) Star Movies(6)  Set Max(7) 
9XM(8) 
CNBC TV 18 (9)  NDTV 24X7(10)  Channel V(11)  HBO(12)

Star Sports (13)  Star plus(14)  ESPN(15)  VH1(16) 
SonyTV(17)  ZeeTv(18)  Colors(19) 
NGC(20)
Zoom(21) 
Others Specify(22):

15. Which News Paper do read the most?
Deccan Herald (1)  Bangalore Mirror (2)  The Hindu (3)

Indian Express (4)  Business Standard (5)  Financial Express
(6) 
Deccan Chronicle (7)  ET (8)  TOI (9) 
DNA (10)
Other, Specify(11):

16. Which Magazine do you read the most? (Any language, should have
read at least last 2 issues of)


Business India (1)  Outlook (2)  Week (3) Femina (4) 
Business Today (5)  India Today (6) Time (7)  Cricinfo
(8)  Cosmopolitan(9) 
Other, Specify(10):

PERSONAL DETAILS

17. Name:
18. Class & Batch:
19. E-mail address Gender:
20. Phone number:

DEMOGRAPHICS

21. Age

18 - 21 (1)  22 – 25 (2)  26-29 (3) 

22. Monthly Household Income

Below 10000 (1)  10001 – 15000 (2)  15001 – 40000(3) 

40001- 100000 (4)  100001-200000 (5)  More Than
200001 (6)

6.4. Questionnaire
(After Pilot Test)

Questionnaire

We are students of IIPM and are conducting this survey for academic purpose. We are
determining the shopping habits of IIPM students in purchase of Jeans. Please spare 10
minutes of your valuable time to answer the following questions.

USAGE HABITS AND PRACTICES

1. Which is your favourite brand of Jeans?



Others Specify (6):

2. Which brand do you purchase the most?


Others Specify (6):

3. How many times in a year do you buy jeans?

4. How do you buy jeans?

Planned (1)  Impulsive (2) 
5. How much do you spend on average per jeans for the brand that you buy?

6. How much do you spend annually on jeans?

PHSYCOGRAPHICS

7. Who makes the decision/choice of the jeans?

Assign 10 points to the following, depending on their influence in your
choice/selection of jeans. Give the highest to one who has the most influence, the sum
for all the options should be 10, the rating for an option can be zero or 10.

Yourself
Spouse/Partner
Friend
Parent
10

8. What influences your choice for the brand that you buy?
Rate the following attributes on a scale of 1 to 5 , 1 – Very Poor, 2 - Poor, 3 - Neutral,
4 - Good, 5-Excellent


1 2 3 4 5

Brand Image (1)
Comfortable Fit (2)
Durable fabric (3)
Easily Available (Multi-brand Outlets) (4)
Light fabric (5)
Promotions and sales (6)
Smooth Fabric (7)
Trendy and Fashionable (8)
Price (9)
Variety in Color (10)
Variety in fits (11)
Overall Satisfaction (12)
Others Specify (13)
Others Specify (14)

BRAND AWARENESS

9. Encircle the correct option. For brands that you are able to recall on the top of your
mind circle the number 1, for brands you are able to recall spontaneously circle 2
and for brands that you can recall with the help of aids like advertisements,
hoarding, boards etc; circle 3. Select numbers 1 to 5, where 1 – completely
Disloyal, 2 - Somewhat Disloyal, 3 - Neutral, 4 – Somewhat loyal, 5 – Completely
Loyal for the denim brands that you purchase.
V. Tick 1 against the brand in Column Top of Mind.
VI. Tick 2 against the brand in Column Spontaneous
VII. Tick 3 against the brand in Column Aided
VIII. For the last column select numbers 1 to 5, where 1 – completely Disloyal, 2 -
Somewhat Disloyal, 3 - Neutral, 4 – Somewhat loyal, 5 – Completely Loyal

Top of the mind Spontaneous Aided How loyal are you
to the Brand?
Levis 1 2 3 1 2 3 4 5
Wrangler 1 2 3 1 2 3 4 5
Lee 1 2 3 1 2 3 4 5
Spykar 1 2 3 1 2 3 4 5
Pepe 1 2 3 1 2 3 4 5
Others Specify 1 2 3 1 2 3 4 5


SATISFACTION AND ATTRIBUTE MAPPING
10. Here are a few attributes customers like you have said about Denims. We would
like to have your impression on jeans based on these attributes. Rate the following
attributes on a scale of 1 to 5 , 1 – Very Poor, 2 - Poor, 3 - Neutral, 4 - Good, 5-
Excellent

1 2 3 4 5
Brand Image (1)
Comfortable Fit (2)
Durable fabric (3)
Easily Available (Multi-brand Outlets) (4)
Light fabric (5)
Promotions and sales (6)
Smooth Fabric (7)
Trendy and Fashionable (8)
Price (9)
Variety in Color (10)
Variety in fits (11)
Overall Satisfaction (12)
Others Specify (13)
Others Specify (14)

MEDIA HABITS

11. Where have you heard about the brand from?

Newspaper Ads (1)  Television Ads (2)  Radio (FM)(3) 
Hoardings/Billboards (4)  Magazine Ads (5)  Pamphlets (6) 
Road Shows/Events (7)  Friends/ Family (8)  Internet (9) 

12. What are the 3 TV Channels you watch most regularly? (Rate the channels on a
scale of 1 – 5, where 5 is for the most watched channel, 1 for the least watched
and the rest in between on an equal scale)

Channel Rating Channel Rating Channel Rating
Animal Planet (1) Zee Movies (2) Discovery (3)
MTV (4) NDTV Imagine (5) Star Movies (6)
Set Max(7) 9XM(8) CNBC TV 18 (9)
NDTV 24X7(10) Channel V (11) HBO(12)
Star Sports (13) Star plus(14) ESPN(15)


VH1(16) Sony TV (17) Zee TV (18)
Colors (19) Zoom (20) Others Specify
(21):

13. What TV Channels have you come across denim ads the most? (Rate the channels
on a scale of 1 – 5, where 5 is for the channel with most number of Ads, 1 for the
least and the rest in between on an equal scale)

Channel Rating Channel Rating Channel Rating
Animal Planet (1) Zee Movies (2) Discovery (3)
MTV (4) NDTV Imagine (5) Star Movies (6)
Set Max(7) 9XM(8) CNBC TV 18 (9)
NDTV 24X7(10) Channel V (11) HBO(12)
Star Sports (13) Star plus(14) ESPN(15)
VH1(16) Sony TV (17) Zee TV (18)
Colors (19) Zoom (20) Others Specify
(21):

14. Which News Paper do you read the most?

News paper Rating New paper Rating New paper Rating
ET (1) Bangalore Mirror (2) Financial Express (3)
TOI (4) Business Standard (5) Deccan Herald (6)
DNA (7) Deccan Chronicle (8) Indian Express (9)
The Hindu (10) Other, Specify (11):

15. Which Magazine do you read the most? (Any language, should have read at least
last 2 issues of)
Business India (1)  Outlook (2)  Week (3) Femina (4) 
Business Today (5)  India Today (6) Time (7)  Cricinfo (8) 
Cosmopolitan (9) 
Other, Specify (10):

PERSONAL DETAILS

16. Name:
17. Class & Batch:
18. E-mail address
19. Phone number:

DEMOGRAPHICS


20. Gender

Male (1)  Female (2) 

18 Age

18 - 21 (1)  22 – 25 (2)  26-29 (3)  30 – 33 (4) 

19 Monthly Household Income

Below 10000 (1)  10001 – 15000 (2)  15001 – 40000(3) 

40001- 100000 (4)  100001-200000 (5)  More Than 200001 (6)

6.5. Calculation for
Sample Size

Satisfaction for Brand
Max
Avg StDev Var Error N
Brand Image 3.97 1.00 1.01 0.250 61.81
Comfortable Fit 4.35 0.78 0.61 0.125 150.89
Durable fabric 3.90 0.95 0.90 0.152 149.73
Easily Available 3.74 1.07 1.14 0.320 42.70
Light fabric 3.50 1.05 1.10 0.320 41.31
Promotions and sales 3.41 1.16 1.34 0.350 41.99
Smooth Fabric 3.61 0.96 0.92 0.155 147.74


Trendy and Fashionable 4.10 0.91 0.83 0.150 142.05
Price 3.82 0.83 0.69 0.135 146.40
Variety in Color 3.77 0.94 0.89 0.152 148.21
Variety in fits 3.95 0.97 0.95 0.155 151.87
Overall Satisfaction of
the Brand 4.16 0.77 0.59 0.125 144.96
Satisfaction for Category
Max
Brand Image 3.95 1.09 1.19 0.250 73.07
Comfortable Fit 4.13 0.97 0.94 0.155 149.54
Durable fabric 3.93 0.88 0.78 0.150 133.52
Easily Available 3.93 0.96 0.92 0.320 34.48
Light fabric 3.73 0.95 0.90 0.320 33.69
Promotions and sales 3.46 1.21 1.47 0.350 46.07
Smooth Fabric 3.52 1.02 1.03 0.162 151.06
Trendy and Fashionable 3.84 1.05 1.10 0.170 145.75
Price 3.95 0.81 0.66 0.135 139.56
Variety in Color 3.85 0.96 0.92 0.155 147.53
Variety in fits 4.05 0.90 0.81 0.155 129.96
Overall Satisfaction of
the Brand 4.15 0.84 0.70 0.140 137.88
Brand Awareness
Max
Top of the mind 2.19 1.66 2.76 0.265 150.87
Spontaneous 2.35 1.28 1.64 0.215 136.39
Aided 3.14 1.46 2.12 0.235 147.70
Brand Loyalty 4.31 0.82 0.67 0.135 140.37
Spending Habits
Max
2140.13 1101.42 175.00 152.176
Average Spend/ pair 6 6 1213138 0 1
8759.18 4557.81 2077366 730.00 149.754
Annual Jeans Budget 4 4 5 0 4

6.6. Residual Analysis
Data
6.6.1. For the Model (80%
0f the Data)


Overall
Trendy Satisfac
St Easily and Regres tion of Absol
Sl yl Comfort Avail Fashion sion the Resid ute MA
No. es able Fit able able Point Brand ual Value PE
1 4 3 5 4 4.11 3 1.11 1.111 37%
2 5 4 2 5 4.26 3 1.26 1.258 42%
3 5 4 3 4 4.28 4 0.28 0.28 7%
4 4 4 3 4 3.95 4 -0.05 0.046 1%
5 3 5 3 5 4.02 4 0.02 0.019 0%
6 4 5 4 5 4.54 4 0.54 0.535 13%
7 5 5 5 4 4.88 4 0.88 0.883 22%
8 1 3 2 2 2.23 3 -0.77 0.773 26%
9 3 3 3 2 3.07 3 0.07 0.069 2%
10 5 5 4 5 4.86 5 -0.14 0.139 3%
11 3 5 3 3 3.68 4 -0.32 0.317 8%
12 4 4 4 5 4.31 5 -0.69 0.688 14%
13 4 4 4 3 3.98 4 -0.02 0.024 1%
14 4 2 2 4 3.32 4 -0.68 0.682 17%
15 3 4 4 3 3.65 5 -1.35 1.35 27%
16 3 1 2 3 2.60 4 -1.40 1.399 35%
17 5 4 5 5 4.83 4 0.83 0.828 21%
18 2 5 4 4 3.72 5 -1.29 1.285 26%
19 5 5 4 3 4.53 3 1.53 1.525 51%
20 4 4 3 5 4.12 5 -0.88 0.878 18%
21 5 3 4 5 4.42 4 0.42 0.415 10%
22 5 5 5 5 5.05 5 0.05 0.051 1%
23 5 5 5 5 5.05 5 0.05 0.051 1%
24 4 5 5 5 4.73 5 -0.28 0.275 6%
25 4 4 5 4 4.33 5 -0.67 0.666 13%
26 5 5 3 4 4.50 5 -0.50 0.497 10%
27 5 5 5 5 5.05 5 0.05 0.051 1%
28 4 3 2 5 3.71 4 -0.29 0.291 7%
29 4 5 5 4 4.56 4 0.56 0.557 14%
30 3 5 5 5 4.40 4 0.40 0.399 10%
31 5 5 5 5 5.05 4 1.05 1.051 26%
32 5 5 5 5 5.05 5 0.05 0.051 1%
33 3 5 4 3 3.87 5 -1.13 1.127 23%
34 3 4 5 4 4.01 3 1.01 1.008 34%
35 4 5 4 4 4.37 4 0.37 0.367 9%
36 5 5 2 3 4.15 5 -0.86 0.855 17%
37 4 4 4 3 3.98 4 -0.02 0.024 1%
38 4 5 4 5 4.54 5 -0.47 0.465 9%
39 5 5 3 5 4.67 4 0.67 0.671 17%
40 5 4 5 5 4.83 5 -0.17 0.172 3%


41 4 3 5 4 4.11 3 1.11 1.111 37%
42 3 2 4 2 3.04 4 -0.96 0.964 24%
43 5 5 5 5 5.05 5 0.05 0.051 1%
44 4 4 3 5 4.12 5 -0.88 0.878 18%
45 5 5 5 5 5.05 5 0.05 0.051 1%
46 5 5 5 2 4.55 4 0.55 0.547 14%
47 4 5 3 4 4.18 4 0.18 0.177 4%
48 5 5 5 5 5.05 5 0.05 0.051 1%
49 5 5 1 5 4.29 5 -0.71 0.709 14%
50 4 5 4 5 4.54 5 -0.47 0.465 9%
51 3 4 2 4 3.44 2 1.44 1.438 72%
52 5 5 5 5 5.05 5 0.05 0.051 1%
53 4 4 3 4 3.95 4 -0.05 0.046 1%
54 3 5 2 4 3.66 3 0.66 0.661 22%
55 3 5 3 5 4.02 4 0.02 0.019 0%
56 5 5 3 5 4.67 5 -0.33 0.329 7%
57 4 5 5 5 4.73 4 0.73 0.725 18%
58 4 4 4 3 3.98 4 -0.02 0.024 1%
59 4 5 3 3 4.01 4 0.01 0.009 0%
60 4 3 2 3 3.37 4 -0.63 0.627 16%
61 4 5 2 5 4.16 3 1.16 1.155 39%
62 3 4 3 3 3.46 3 0.46 0.46 15%
63 4 4 2 3 3.60 2 1.60 1.596 80%
64 5 5 4 5 4.86 5 -0.14 0.139 3%
65 4 4 1 4 3.57 3 0.57 0.574 19%
66 3 5 5 3 4.06 5 -0.94 0.937 19%
67 5 5 4 4 4.69 4 0.69 0.693 17%
68 5 5 4 5 4.86 5 -0.14 0.139 3%
69 4 3 3 4 3.73 4 -0.27 0.269 7%
70 5 3 3 3 3.89 4 -0.11 0.111 3%
71 4 5 3 5 4.35 4 0.35 0.345 9%
72 1 5 2 3 2.84 4 -1.16 1.159 29%
73 3 4 3 3 3.46 3 0.46 0.46 15%
74 5 5 5 2 4.55 5 -0.45 0.453 9%
75 4 5 5 5 4.73 5 -0.28 0.275 6%
76 4 4 4 3 3.98 4 -0.02 0.024 1%
77 4 4 5 5 4.50 5 -0.50 0.498 10%
78 5 5 5 4 4.88 4 0.88 0.883 22%
79 3 5 4 5 4.21 5 -0.79 0.791 16%
80 4 4 4 3 3.98 5 -1.02 1.024 20%
81 5 5 5 5 5.05 5 0.05 0.051 1%
82 1 5 5 4 3.58 4 -0.42 0.421 11%
83 4 4 3 5 4.12 3 1.12 1.122 37%
84 3 4 2 4 3.44 4 -0.56 0.562 14%


85 4 4 3 2 3.62 4 -0.38 0.382 10%
86 5 5 5 5 5.05 5 0.05 0.051 1%
87 4 4 4 4 4.14 4 0.14 0.144 4%
88 3 5 5 5 4.40 4 0.40 0.399 10%
89 3 4 3 3 3.46 4 -0.54 0.54 14%
90 4 4 3 3 3.79 3 0.79 0.786 26%
91 5 5 4 4 4.69 4 0.69 0.693 17%
92 3 4 3 4 3.63 4 -0.37 0.372 9%
93 3 5 3 4 3.85 3 0.85 0.851 28%
94 5 4 4 3 4.30 4 0.30 0.302 8%
95 4 5 5 5 4.73 5 -0.28 0.275 6%
96 5 5 5 5 5.05 5 0.05 0.051 1%
97 4 3 5 5 4.28 5 -0.72 0.721 14%
98 5 3 2 4 3.87 5 -1.13 1.133 23%
99 4 4 4 4 4.14 4 0.14 0.144 4%
100 4 4 4 4 4.14 4 0.14 0.144 4%
101 3 3 3 4 3.41 3 0.41 0.405 14%
102 4 4 3 4 3.95 4 -0.05 0.046 1%
103 4 4 4 4 4.14 4 0.14 0.144 4%
104 5 5 4 5 4.86 5 -0.14 0.139 3%
105 5 5 5 5 5.05 5 0.05 0.051 1%
106 5 4 4 5 4.64 5 -0.36 0.362 7%
107 4 4 4 4 4.14 4 0.14 0.144 4%
108 5 3 3 5 4.23 3 1.23 1.225 41%
109 4 5 3 4 4.18 4 0.18 0.177 4%
110 4 5 4 5 4.54 4 0.54 0.535 13%
111 4 4 3 3 3.79 3 0.79 0.786 26%
112 5 5 4 5 4.86 5 -0.14 0.139 3%
113 4 4 2 3 3.60 4 -0.40 0.404 10%
114 3 5 3 4 3.85 5 -1.15 1.149 23%
115 3 5 4 3 3.87 5 -1.13 1.127 23%
116 5 5 4 5 4.86 5 -0.14 0.139 3%
117 4 5 4 4 4.37 4 0.37 0.367 9%
118 3 4 5 5 4.18 4 0.18 0.176 4%
119 4 5 5 5 4.73 4 0.73 0.725 18%
MAPE 14%

6.6.2. Residual Analysis
(Hold Up Data 20% of the sample)


Overall
Trendy Satisfac
Sl Easily and Regres tion of Absol
N Styl Comfort Availa Fashion sion the Resid ute MA
o. es able Fit ble able Point Brand ual Value PE
1 4 5 5 5 4.725 4 0.73 0.73 18%
2 5 5 4 5 4.861 5 -0.14 0.14 3%
3 3 4 3 4 3.628 4 -0.37 0.37 9%
4 4 4 4 5 4.312 4 0.31 0.31 8%
5 3 4 5 4 4.008 3 1.01 1.01 34%
6 2 5 2 2 2.999 4 -1.00 1.00 25%
7 5 5 5 4 4.883 5 -0.12 0.12 2%
8 5 4 5 4 4.66 5 -0.34 0.34 7%
9 5 5 5 5 5.051 4 1.05 1.05 26%
10 5 5 4 5 4.861 5 -0.14 0.14 3%
11 4 5 4 3 4.199 4 0.20 0.20 5%
12 4 5 5 4 4.557 4 0.56 0.56 14%
13 2 3 2 4 2.889 4 -1.11 1.11 28%
14 4 5 4 4 4.367 5 -0.63 0.63 13%
15 2 4 5 3 3.514 3 0.51 0.51 17%
16 3 3 3 2 3.069 3 0.07 0.07 2%
17 4 4 4 3 3.976 4 -0.02 0.02 1%
18 3 5 4 4 4.041 5 -0.96 0.96 19%
19 4 5 3 5 4.345 4 0.35 0.35 9%
20 3 4 3 4 3.628 4 -0.37 0.37 9%
21 3 5 5 3 4.063 3 1.06 1.06 35%
22 2 4 5 4 3.682 3 0.68 0.68 23%
23 4 4 3 4 3.954 4 -0.05 0.05 1%
24 5 4 3 4 4.28 5 -0.72 0.72 14%
25 4 3 2 5 3.709 3 0.71 0.71 24%
26 5 4 4 5 4.638 5 -0.36 0.36 7%
27 4 5 4 3 4.199 5 -0.80 0.80 16%
28 2 4 2 5 3.28 2 1.28 1.28 64%
29 1 4 3 5 3.144 4 -0.86 0.86 21%
16
MAPE %


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