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Topic consumer behavior towards

jeans in jallandhar

LIMITATIONS OF THE STUDY:-

a) In this study it is not possible to collect the opinion of all the customers

owing to personal constraints. So the assumptions are drawn on the basis

of the information given by the respondents.

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b) The study needs to be completed within a specified time of one weak and

in certain restricted areas. So the findings cannot be generalized as a

whole

Objective for study-

-To know the Consumer preference for jeans

-To study existing customer satisfaction of Levis brand

QUESTIONNAIRE

PART A

Dear Students,

My name is Viprandra Tarun and I am pursuing MBA from Lovely

Professional University. I am doing a research on consumer

behavior towards jeans of Levis and for the accomplishment of thisresearch questionnaire is used, so please be unbiased while filling

this questionnaire. This information will be kept confidential.

1) Gender

Male Female

2) Your age group

Below 20

20-30

30-40

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40-50

50+

3) Occupation

Student

Professional

Business owner

Other (please specify)

4) Monthly salary

Below 20k

20k-30k

30k-40k

40k-50k

50k+

5) Qualification

10th

12th

Graduation

Post Graduation

PART B

6) choose your favorites brand.

Levis

Pepe

Lee cooper

Sparker

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Flu

Other (please specify)

7) Give rating to the company according to your perception?

Instruction -1 is low and 5 is high

Company/factor Style fitting material current

trend

price quality

Levis

Pepe

Lee cooper

Sparker

Flu

Other(please

specify)

8) Which factor do influence when you purches jeans?

Factor/rank 1(low) 2 3 4 5(high)

Style ______ ______ _______ _______ ________

Fitting ______ ______ _______ _______ ________

Material ______ ______ _______ _______ ________

(e.g organic)

Brand ______ ______ _______ _______ ________

Current ______ ______ _______ _______ ________

Trend

Price ______ ______ _______ _______ ________

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9) how much do you spend on jeans (per month)?

Below 1000

1000-1500

1500-2000

2000-2500

2500-3000

3000+

10) How often would you wear jeans?

Frequently (everyday)

Very often (5 days a week)

Regularly (3days a week)

Few (once a week)

never

11) Pricerange of jeans you have paid for

Below 1000

1k-2k

2k-3k

3k-4k

4k+

12) Do you the brand image/advertising affects your choice of

purchasing?

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Strongly agree

Slightly agree

Dont know

Slightly disagree

Strongly disagree

13) Where are your sources from?

Website

Blog

Newspaper

Magazine

T.V

Celebrity

Word of mouth

Magazine (please specify)

PART C

14) Are you satisfied by Levis service?

Yes No

15) Give the rating to Levis in according your perception.

(low)1_______2________3________4________5(high)

16) What type of Levis jeans do you prefer?

Raw jeans

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FACTOR ANALYSIS

Factor Analysis-Factor analysis has been applied on the responses provided by respondents.

Factor analysis is a good way of identifying latent or underlying factors from an array of

seemingly important variables (Nargundkar, 2008). An exploratory factor analysis was performed

to investigate/ find out the variables/factors that affect the performance of the employees in

Leader valves Ltd.

KMO and Bartletts Test-Measures of sample adequacy such as Bartletts test of spnerecityand KMO value showed that data was fit for factor analysis. Generally, KMO value greater than

0.5 is desirable. As Table 4.1 show that KMO value is 0 .429, it makes the data not fit for factor

analysis and Bartletts test also not satisfied the condition of significance of chi square value.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .429

Bartlett's Test of Sphericity Approx. Chi-Square 365.327

Df 136

Sig. .000

Principal Component Analysis- It was used for extracting factors and seven (7) factors were

retained depending on Eigen values and

variance explained by each factor. The standard practice normally used is that all the factors with

an Eigen value of 1 or more should be extracted. clearly shows that there are 7 factors having

Eigen value more than 1. Total variance explained by extracted seven factors was 68.324%.

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Total Variance Explained

Component

Initial Eigen values Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.441 14.357 14.357 2.441 14.357 14.357

2 1.902 11.191 25.548 1.902 11.191 25.548

3 1.795 10.559 36.106 1.795 10.559 36.106

4 1.694 9.964 46.071 1.694 9.964 46.071

5 1.530 9.000 55.071 1.530 9.000 55.071

6 1.202 7.072 62.142 1.202 7.072 62.142

7 1.051 6.182 68.324 1.051 6.182 68.324

8 .875 5.145 73.470

9 .833 4.899 78.369

10 .666 3.915 82.284

11 .649 3.817 86.101

12 .601 3.536 89.637

13 .517 3.040 92.678

14 .428 2.517 95.195

15 .392 2.305 97.500

16 .258 1.520 99.020

17 .167 .980 100.000

Extraction Method: Principal Component Analysis.

Rotated Component Matrix-The results were obtained through orthogonal rotations with

variance and all factors loadings greater than 0.40 were retained. Clearly depicts that factor 1 is

a linear combination of variable/factor number-6, &9; factor 2 is combination of variable

number-14, 15, 12, 13 & 8 is combination of variables and so on.

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Component Matrix

S.N

o

Statements Component

1 2 3 4 5 6 7

6

7a

Customer perception for the customers favorite brand .257 -.168 .225 -.062 .410 .116 -.65

Customer behavior for style.

-.066 .140 .604 .303 -.180 .327 .08

7b Fitting-.002 .558 .584 -.280 -.175 -.111 -.03

7c

Material -.105 -.031 .666 .473 .083 -.024 .03

7d

Trends-.484 .382 -0.061 -.368 .080 .120 .26

7ePrice -.478 .369 -.276 .342 -.020 -.122 .18

7f Quality

-.502 .171 -.395 .395 .191 -.031 -.21

8 How much money can customer can spent on jeans purchase?

.084 .137 -.053 .363 .612 .347 .35

9 Customer like to jeans wear.486 .210 .030 .074 -.504 -.105 -.04

10 How important is brand image to purchase?

.557 -0.144 .121 .034 .089 -.226 .45

11

Which source is help to customer to purchase jeans? -.507 -.673 -.037 -.196 -.090 .093 -.04

12 Customer satisfaction for Levis jeans-.490 -0.033 .371 -.409 .103 .050 .07

13

Customer perception for Levis product .283 -.017 -.049 -.422 .144 .721 .12

14

Type of Levis jeans customer preferences.352 .200 -0.158 -.515 .376 -.387 .09

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Component Matrix

S.N

o

Statements Component

1 2 3 4 5 6 7

6

7a

Customer perception for the customers favorite brand .257 -.168 .225 -.062 .410 .116 -.65

Customer behavior for style.

-.066 .140 .604 .303 -.180 .327 .08

7b Fitting-.002 .558 .584 -.280 -.175 -.111 -.03

7c

Material -.105 -.031 .666 .473 .083 -.024 .03

7d

Trends -.484 .382 -0.061 -.368 .080 .120 .26

7ePrice -.478 .369 -.276 .342 -.020 -.122 .18

7f Quality

-.502 .171 -.395 .395 .191 -.031 -.21

8 How much money can customer can spent on jeans purchase?.084 .137 -.053 .363 .612 .347 .35

9 Customer like to jeans wear.486 .210 .030 .074 -.504 -.105 -.04

10 How important is brand image to purchase?

.557 -0.144 .121 .034 .089 -.226 .45

11

Which source is help to customer to purchase jeans? -.507 -.673 -.037 -.196 -.090 .093 - .04

12 Customer satisfaction for Levis jeans

-.490 -0.033 .371 -.409 .103 .050 .07

13

Customer perception for Levis product .283 -.017 -.049 -.422 .144 .721 .12

14

Type of Levis jeans customer preferences.352 .200 -0.158 -.515 .376 -.387 .09

15 Customer can shift another brand lack of Levis product.

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INTERPRETATION:

Hence by using factor analysis, various factors that affect the customer behavior are

there, as the objective of the study specified. From 17 statements 7 factors are there and

naming of these factors is done as per the statements/ variable it included. It is clear from

factor loading that the customer will not go to other brand in certain condition. The

customer are not price conscious and give the much money for like jeans trends is the

most important factor that affects the performance of the market. The customer give the

important to brand image and the customer like the Levis brand but some change the

customer want like quality the customer is not satisfied by the quality of the Levis jeans,

so in last price no matter customer want good quality brand name fitting and some other

factor in jeans market in jalandhar. The price, company can increase but the company

should use the good marketing strategy to promote the jeans product in jalandhar. Like

advertisement and celebrity endorsement.

Submitted to : Submitted By:

Dr. Anand thakur Viprandra Tarun

Reg. No. - 10904736

Roll No- 1904 A13