Field Project On Customer's Perception For Levis and Wrangler'

INSTITUTE OF PROFESSIONAL
EDUCATION AND RESEARCH

BHOPAL
FIELD PROJECT ON
‘CUSTOMER’S PERCEPTION FOR LEVIS
AND WRANGLER’
Submitted For the Partial Fulfillment of the Requirement

For the PGDM course
SUBMITTED BY:
SAMPADA KARPATE
GUIDED BY:
Prof. MAHESH SONI
INSTITUTE OF PROFESSIONAL
EDUCATION AND RESEARCH
BHOPAL
CERTIFICATE
This is to certify that SAMPADA KARPATE student of IInd
tri-mester has done customer’s perception on LEVIS and
WRANGLER as her field project for partial fulfillment of
PGDM degree from “INSTITUTE OF PROFESSIONAL
EDUCATION AND RESEARCH, BHOPAL”, academic
session.
Prof. MAHESH SONI

Project guide
ACKNOWLEDGEMENT
I gratefully acknowledge with thanks the help extended by

Professor Mahesh Soni, professor of marketing, under whose
guidance my project report is successfully completed.
I am highly intended and beholden by judicious and careful
guidance and encouragement. It was inconceivable that this
work could not be completed without his guidance. I sincerely
thanks for his guidance and advice. I take the opportunity to
express my sincere thanks to the management of my college and
complete faculty at large.
Last but not the least, I express my hearty thanks to all my
colleagues and all those who directly or indirectly extended their
help to me in completion of this project report.
PREFACE
Project work is an integral part of my curriculum as per the

given syllabus. It provides an opportunity to reflect the
theoretical and practical knowledge gained by a student during
my academic career in the institute. It helps one in creating my
own ideas and implementing upon those. It deals with an
important aspect that the student should be able to design on
his/her own and be able to suggest new ideas to manufacture a
given component in the light of improved techniques.
Hence owning to its advantages and help in creating an
innovative mind one should always try to take this opportunity
as a task develop my skill in the particular field.
CONTENTS
CHAPTER I
 ABSTRACT 8
CHAPTER 2
 OBJECTIVE 10
CHAPTER3
 CONCEPTUAL OVERVEIW 14
CHAPTER 4
 METHODOLGY 17
CHAPTER 5
 DATA ANALYSIS 21-73
CHAPTER 6
ADVANTAGES AND DISADVANTAGES 75
CHAPTER 7
ANNEXURE AND APPENDIX
BIBLIOGRAPHY
CHAPTER 1
ABSTRACT
This project report has been made as a practical requirement of the II

trimester of PGDM program. While working on this project I came to
know about different aspects of Customer’s Behavior. I have collected
all the possible information and attempted to do best.
The just part of this report consists of the general
Questioner of the topic. The other part are related to the flow of the
project i.e. analysis.
I hope this project report will be successful in fulfilling the
purpose of my project.
CHAPTER 2
OBJECTIVE
By this survey it will be clear that what a customer thinks of a

particular brand and why they go for that particular one, Weather
they go with the quality or the availability of that particular brand
and which class of people mostly purchase these brands. We will
be able to know which age group people are most attracted to these
brands and which range of these brands are purchased the most.
This will give us an idea what parameters today’s generation rely
on before choosing and using apparels.
CHAPTER 3
CONCEPTUAL OVERVIEW
Market research is often needed to ensure what customers really want and not what
firms thinks they want. There are two main approaches to marketing. One is
primary research and second is secondary research Secondary research involves
using information that others have already put together. Primary research, in
contrast, is research that you design and conduct yourself. In primary research
there are several tools that are available to the market researcher—e.g., mail
questionnaires, phone surveys, observation, and focus groups. Surveys are useful
for getting a great deal of specific information. Surveys can contain open-ended
questions for eg. What quality aspect you look for while buying the apparel……..
or closed-ended, where the respondent is asked to select answers from a brief list
(e.g., “__Male ___ Female.” Open ended questions have the advantage that the
respondent is not limited to the options listed, and that the respondent is not being
influenced by seeing a list of responses. However, open-ended questions are often
skipped by respondents, and coding them can be quite a challenge. In general, for
surveys to yield meaningful responses, sample sizes of over 100 are usually
required because precision is essential.
Surveys come in several different forms. Mail surveys

are relatively inexpensive, but response rates are typically quite low—typically
from 5-20%. Phone-surveys get somewhat higher response rates, but not many
questions can be asked because many answer options have to be repeated and few
people are willing to stay on the phone for more than five minutes. Mall intercepts
are a convenient way to reach consumers, but respondents may be reluctant to
discuss anything sensitive face-to-face with an interviewer.
Surveys, as any kind of research, are vulnerable to bias.

The wording of a question can influence the outcome a great deal. For face-to-face
interviews, interviewer bias is a danger, too. Interviewer bias occurs when the
interviewer influences the way the respondent answers. The respondent may catch
on and say something more positive than his or her real opinion. Finally, a
response bias may occur—if only part of the sample responds to a survey, the
respondents answers may not be representative of the population.
Prediction of individual preference in a difficult and

elusive task .It is an important task, however, since it represents the fundamental
step in understanding consumers choice. Asking weather or not preference can be
predicted on the basis of knowledge of consumer and his characteristics is prelude
to identifying the cause of preference and the means by which it can be influenced.
CHAPTER
4
METHODOLOGY
In this field project primary data has been used. Primary data sources are where
we ourself have collected the data and it is not someone else's. For example a
questionnaire created by us and handed out to the specific people, is a primary
source. Then this data is used to prove a certain hypothesis and explain a situation.
A primary source of data is data that is collected specifically for the task at hand,
often via a market research study. For example, if we want to know what features
of the product are most valued to buyers, we would design a market research study
(i.e. questionnaire) to find that out.
When primary data source method is used

the first thing that should be done is take a sample size. In this project the sample
size is 5o and the main focus was on youth.
CHAPTER
5
DATA ANALYSIS
GENDER VERSUS APPAREL REQUIREMENT
100%
90%
80%
70%
60%
50% M
40% F
30%
20%
10%
0%
in 3 months In 6 months in a year Special Occasion
This tells that there is a balance between male and females when it comes to buying
apparels throughout the year other than special occasions where the major chunk of
apparel market generate revenues from women.
AGE VERSUS APPAREL REQUIREMENT
100%
90%
80%
70%
60%
50% 21-25
40% 15-20
30%
20%
10%
0%
in3months In6months inayear Special Occasion
Not a lot of difference is there in buying frequency of age group 15-20 and
age group 20-25.
QUALIFICATION VERSUS APPAREL REQUIREMENT

100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
in 3 months In6 months ina year Special Occasion
This graph shows that the qualification doesn’t have a big influence on people’s frequency
of buying apparels.
OCCUPATION VERSUS APPAREL REQUIRMENT

100%
90%
80%
70%
60%
student
50% selfoccupation
40% PrivateService
business
30%
20%
10%
0%
in3months In6months inayear SpecialOccasion
Students have more tendency of buying apparels compared to any other

occupation and there exists a balance between businessman and private
service people but the self occupation people tend to buy less than
everyone else.
AVERAGE INCOME VERSUS APPAREL REQUIREMENT
100%
90%
80%
70%
60%
4-10lacs
50%
2-4lacs
40%
10-above
30%
20%
10%
0%
in3months In6 months inayear Special Occasion
The people who have an average yearly income between 4 to 10 lacs are form the majority
of customers for these type of apparels.
GENDER VERSUS SHOPPING LOCATION

100%
90%
80%
70%
60%
50%
M
40% F
30%
20%
10%
0%
114 Exclusive Factorysecond Specialstores Particular areaof
showroom outlets shop
(114 IS SHOPING MALL /SUPER MARKET)
Women don’t consider a particular area of shop while shopping whereas man have a particular
area of interest…
AGE VERSUS SHOPPING LOCATION
100%
90%
80%
70%
60%
50%
21-25
40%
15-20
30%
20%
10%
0%
114 Exclusive Factorysecond Special stores Particular area
showroom outlets of shop
QUALIFICATION VERSUS SHOPPING LOCATION
100%
90%
80%
70%
60%
50% undergraduate
40% postgraduate
graduate
30%
20%
10%
0%
OCCUPATION VERSUS SHOPPING LOCATION
100%
90%
80%
70%
60%
student
50%
self occupation
40% Private Service
30% business
20%
10%
0%
Private service people and students are more conscious of buying

apparels from exclusive stores…
AVERAGE INCOME SHOPING LOCATION

100%
90%
80%
70%
60%
50% 4-10lacs
40% 2-4lacs
10-above
30%
20%
10%
0%
114 Exclusive Factory second Special stores Particular area
The people who have an average yearly income between 4 to 10 lacs form the majority who like to
purchase apperals from exclusive showroom.
GENDER VERSUS DESIGN

100%
90%
80%
70%
60%
50% M
40% F
30%
20%
10%
0%
Check Plain Self -designed Stripes
AGE VERSUS DESIGN

100%
90%
80%
70%
60%
50% 21-25
40% 15-20
30%
20%
10%
0%
This graphs tells which particular age group prefer which type of aaparels.The people
between age 21-25 prefer wearing plain apparels and people lying between 15-20 like to
wear self designed apparels. Check apparels are preferred very less weather we talk about
age group 15-20 or 21-25.
QUALIFICATION VERSUS DESIGN

100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
Post graduate people don’t prefer to wear check. when we compared age with design, self
designed apparels were liked the most by people lying between 15-20 and most of the
undergraduate are between age 15-20.In the same ways plain apparels are liked by post
graduate and post graduates lie between age group 21-25.So by this it is clear that self
designed and plain apparels are liked the most and by a particular age grou
OCCUPATION VERSUS DESIGN

100%
90%
80%
70%
60%
student
50% self occupation
40% Private Service

business
30%
20%
10%
0%
Check Plain Self-designed Stripes
Self occupation and people having their own business like wearing checks
AVERAGE INCOME VERSUS DESIGN

100%
90%
80%
70%
60%
4-10lacs
50%
2-4lacs
40%
10-above
30%
20%
10%
0%
Self designed cloths are only preferd by people wos average income is 10 lacs or above .
GENDER VERSUS AWARENESS OF BRAND(LEVIS AND WRANGLER)

100%
90%
80%
70%
60%
50% M
40% F
30%
20%
10%
0%
Yes
Females are more brand conscious than men.
AGE VERSUS AWARENESS OF BRAND (LEVIS AND WRANGLER)
100%
90%
80%
70%
60%
50% 21-25
40% 15-20
30%
20%
10%
0%
Yes
People of the age group 21-25 are more aware of brands like levis and wrangler…
QUALIFICATION VERSUS AWARENESS OF BRANDS (LEVIS AND WRANGLER)

100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
Yes
This shows that in case of qualification the awareness of brands between the under graduates is
more as compared to post graduates and the graduates.
OCCUPATION VERSUS AWARENESS OF BRANDS(LEVIS AND WRANGLER)

100%
90%
80%
70%
60%
student
50% selfoccupation
40% PrivateService
business
30%
20%
10%
0%
Yes
This figure shows that in case of occupation, awareness of brand between the students is
more as compared to the other three. Private section captures the second position for the
same
AVERAGE INCOME VERSUS AWARENESS OF BRANDS (LEVIS AND WRANGLER)

100%
90%
80%
70%
60%
4-10lacs
50%
2-4lacs
40%
10-above
30%
20%
10%
0%
Yes
It can be predicted from the given figure that the awareness of brand between the
population having an average income of Rs. 4-10 lacs is more as compared to the
population having an average income of Rs. 2-4 lacs and income above Rs. 10 lacs. The
brands compared above are more preferred for the people having an income between Rs.
4-10 lacs as it is easily affordable by them as compared to the ones having an income
between Rs. 2-4 lacs.
GENDER VERSUS AWARENESS OF PRODUCT RANGE OF BRANDS(LEVIS AND

WRANGLER)
100%
90%
80%
70%
60%
50% M
40% F
30%
20%
10%
0%
Yes
The graph above shows that the females are more aware of the brands when compared to
the males due to more liking for shopping between the females as compared to males.
AGE VERSUS AWARENESS OF PRODUT RANGE OF BRANDS(LEVIS

AND WRANGLER)
100%
90%
80%
70%
60%
50% 21-25
40% 15-20
30%
20%
10%
0%
Yes
QUALIFICATION VERSUS AWARENESS OF PRODUCT RANGE OF BRANDS
(LEVIS AND WRANGLER)
100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
Yes
Almost equal percentage of undergraduate, graduates and post graduates are aware of
Levis andWrangler.
OCCUPATION VERSUS AWARENESS OF PRODUCT OF BRAND (LEVIS AND

WRANGLER)
100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
both Top
AVERAGE INCOME VERSUS AWARENESS OF PRODUCT OF BRAND (LEVIS AND
WRANGLER)
100%
90%
80%
70%
60%
4-10lacs
50%
2-4lacs
40%
10-above
30%
20%
10%
0%
both Top
GENDER VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM

100%
90%
80%
70%
60%
50% M
40% F
30%
20%
10%
0%
both Top
65% of females purchaase both from exclusive showroom and 65% of male purchase only
top wear apparels .
AGE VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
50% 21-25
40% 15-20
30%
20%
10%
0%
both Top
Not a lot of difference between different age group for the purchase of apparels because
all the people are aware of these brands so they purchase both.
QUALIFICATION VERSUS PURCHASE FROM EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
both Top
Most of the post graduates purchase both from exclusive showroom.
OCCUPATION VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
student
50% self occupation
40% Private Service

business
30%
20%
10%
0%
both Top
AVERAGE INCOME VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
4-10lacs
50%
2-4lacs
40%
10-above
30%
20%
10%
0%
both Top
GENDER VERSUS REPETEADLY PURCHASE OF LEVIS AND WRANGLER

FROM EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
50% M
40% F
30%
20%
10%
0%
no Yes
AGE VERSUS REPEATEDLY PURCHASE OF LEVIS AND WRANGLER FROM
EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
50% 21-25
40% 15-20
30%
20%
10%
0%
no Yes
QUALIFIED PERSON REPEATEDLY PURCHASING LEVIS AN WRANGLER

FROM EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
no Yes
PERSONS HAVING DIFFERENT OCCUPATION REPETEDLY PURCHASING
FROM LEVIS AND WRANGLER FROM EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
student
50% self occupation
40% Private Service

business
30%
20%
10%
0%
no Yes
PERSONS OR FAMILIES HAVING DIFFERENT AVERAGE INCOME
REPEDTEDLY PURCHASING LEVIS AND WRANGLER FROM EXCLUSIVE
SHOWROOM
100%
90%
80%
70%
60%
4-10lacs
50%
2-4lacs
40%
10-above
30%
20%
10%
0%
no Yes
The persons or families earning different average income covers the maximum portion
when we talk about repeated purchase from levis and wrangler.
FACTORS INFLUENICING DIFFERENT GENDER FOR BUYING THESE BRANDS
100%
90%
80%
70%
60%
50% M
40% F
30%
20%
10%
0%
Brand Name Color, Design Good, Service to customers
65% females thinks of the services that are provided by the company .
FACTORS INFLUENCING DIFFERENT AGE GROUP FOR BUYING
THESE BRANDS
100%
90%
80%
70%
60%
50% 21-25
40% 15-20
30%
20%
10%
0%
BrandName Color,Design Good, Serviceto customers
FACTORS INFLUENCING QUALIFIED PERSONS FOR BUYING THESE

BRANDS
100%
90%
80%
70%
60%
undergraduate
50%
postgraduate
40%
graduate
30%
20%
10%
0%
BrandName Color,Design Good, Servicetocustomers
FACTORS INFLUENCING PERSONS FROM DIFFERENT OCCUPATION
FOR BUYING THESE BRANDS
100%
90%
80%
70%
60%
student
50%
selfoccupation
40%
PrivateService
30% business
20%
10%
0%
BrandName Color,Design Good,Serviceto
custom ers
FACTORS INFLUENCING FAMILIES EARNING DIFFERENT

AVERAGE INCOME FOR BUYING THESE BRANDS
100%
90%
80%
70%
60%
4-10lacs
50%
2-4lacs
40%
10 -above
30%
20%
10%
0%
BrandName Color,Design Good,Servicetocustomers
The families earning average income of 2-4 lacs think of the services provided to the
customer and the people earning 10 and above do don’t care of services given to the
customer.
QUALITY ASPECT THAT GENDER KEEP IN MIND WHILE BUYING
THE PROJECT
100%
90%
80%
70%
60%
50%
M
40%
F
30%
20%
10%
0%
Color Fastness Comfort ness Durability Style/ Fashion/ Wrinklefree
AestheticAppeal
While purchasing the apparels Females are much more concious about
who comfortable the apparel is and males thinks of purchsing wrinkle free
apparels.
QUALITY ASPECT THAT DIFFERENT AGEGROUP KEEP IN MIND

WHILE BUYING THE PRODUCT
100%
90%
80%
70%
60%
50%
21-25
40% 15-20
30%
20%
10%
0%
AestheticAppeal
QAULITY ASPECT THAT QUALIFED PEOPLE KEEP IN MIND BUYING

THE PRODUCT
100%
90%
80%
70%
60%
50% undergraduate
40% postgraduate
graduate
30%
20%
10%
0%
AestheticAppeal
Under graduates do not think that the quality aspect” color fastness” must not not be
consider while while purchasing the apparel. In the same way gradates do not think of style
b/fashion while purchasing the apparel.
QUALITY ASPECT THAT PEOPLE FROM DIFFERENT OCCUPATION
KEEP IN MIND WHILE BUYING THE PRODUCT
Self occupation and people having there own business do not consider
style/fashion/aesthetic appeal important while purchasing the apparels.
QUALITY ASPECT THAT FAMILIES EARNING DIFFERENT AVERAGE
INCOME KEEP IN MIND WHILE BUYING THE PRODUCT
100%
90%
80%
70%
60%
50% 4-10lacs
40% 2-4lacs
30% 10-above
20%
10%
0%
Color Fastness Comfort ness Durability Style/ Fashion/ Wrinkle free
Aesthetic
Appeal
4-6 lacs income group people seem to have a lot of parameters while buying apparels while
2-4 lacs group just want to wear something which looks contemporary whereas people
earning more than 10 lacs doesn’t.
PERCEPTION OF GENDERS FOR PRODUCT OF LEVIS AND WRANGLER
FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
50%
40% M
30% F
20%
10%
0%
Exclusiveshowroom Inconvenient to locate Lower pricesells in New arrival products
sellsthose products thesecond sale outlets factorysecond outlet aremainly available in
that sweep the present but choices arelimited theexclusive
fashion trends showroom
As females are more aware of current fashion that is going on, so they think that exclusive
showrooms are full of new arrivals.
PERCEPTION OF AGEGROUP FOR PRODUCT OF LEVIS AND WRANGLER
FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOMS
69% of people under age group 15-20 thinks that there is a lot of difference between the exclusive showroom
and factory second outlet .They think that it is very inconvenient to locate second sale outlets.The people lying
under age group 21-25 thinks that in the factory outlet apparels are available at lower price but the choices
are very limited.
PERCEPTION OF DIFFERENT QUALIFIED PEOPLE FOR PRODUCT OF LEVIS
AND WRANGLER FACTORY SECOND OUTLET AND EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
50%
40% undergraduate
30% postgraduate
20% graduate
10%
0%
Exclusive showroom Inconvenient to Lower price sells in New arrival products
sells those products locate the second factory second outletare mainly available
that sweep the sale outlets but choices are in the exclusive
present fashion limited showroom
trends
Under-graduates seem to have more knowledge and agree on the present scenario of
apparel market.
PERCEPTION OF PEOPLE HAVING DIFFERENT OCCUPATION FOR PRODUCT
OF LEVIS AND WRANGLER FACTORY SECOND OUTLET AND EXCLUSIVE
SHOWROOM
100%
90%
80%
70%
60%
50%
student
40%
self occupation
30%
Private Service
20%
business
10%
0%
Exclusive showroomInconvenient to Lower price sells in New arrival
sells those products
locate the second factory second products are mainly
that sweep the sale outlets outlet but choices available in the
present fashion are limited exclusive showroom
trends
Students seem to have more knowledge and agree on the present scenario of apparel
market.
PERCEPTION OF PEOPLE EARNING DIFFERENT AVERAGE INCOME FOR
PRODUCT OF LEVIS AND WRANGLER FACTORY SECOND OUTLET AND
EXCLUSIVE SHOWROOM
100%
90%
80%
70%
60%
50%
40% 4-10lacs
30% 2-4lacs
20% 10-above
10%
0%
Exclusive showroom Inconvenient to Lower price sells in New arrival products
sellsthose products locate the second factorysecond are mainly available
that sweep the sale outlets outlet but choices in the exclusive
present fashion are limited showroom
trends
4-6 lac income group people seem to have more knowledge and agree on the present
scenario of apparel market.
IMPORTANCE OF APPAREL TO GENDER ON BASIS OF SOME QUESTION
(QUESTION 6)
100%
90%
80%
70%
60%
50% Count of Ques 6(2)

-M

-F
Count of Ques 6(1)
-M
30%
Count of Ques 6(1)
-F
20%
10%
0%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
100%
90%
80%
70%
60%
50% M - Count of Ques 6(4)
40% M - Count of Ques 6(3)

F - Count of Ques 6(4)
30%
F - Count of Ques 6(3)
20%
10%
0%
5 2 3 4 5 2 3 4 5 6 1 2 3 4 1 2 3
3 4 5 6 7
IMPORTANCE OF APPARELS TO DIFFERENT AGE GROUP ON BASIS OF SOME
QUESTION (QUESTION 6)
100%
90%
80%
70%
60%

- 21-25

- 15-20
Count of Ques 6(1)
- 21-25
30%
Count of Ques 6(1)
- 15-20
20%
10%
0%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
100%
90%
80%
70%
60%
50% 21-25-Count of Ques 6(4)
40% 21-25-Count of Ques 6(3)

15-20-Count of Ques 6(4)
30%
15-20-Count of Ques 6(3)
20%
10%
0%
5 2 3 4 5 2 3 4 5 6 1 2 3 4 1 2 3
3 4 5 6 7
As the importance is judged on the scale of 7 ,100%male have given their neutral(4) view
on who important the apparel is and 70% females have marked 2 on the scale .When it
comes on age group 65% of people of age group 15-20 have given importance to their
apparel(marked 1 on scale of 7) and 65% have given least importance to their
apparels(marked 5 on scale of 7).The people of age group 21-25 have given 55%
importance to their apparels(marked 3).For graduates apparel is not at all important. For
students and people having their own business apparels plays very important role in their
day to day lives. The Average Importance of apparels for all the five demographics group is
=2.75
IMPORTANCE OF APPAREL TO QUALIFIED STUDENT ON BASIS OF SOME
QUESTION (QUESTION 6)
100%
90%
80%
70%
60% undergraduate
- Count of Ques 6(2)
50% undergraduate
40% postgraduate
postgraduate
30%
graduate
20%
graduate
10%
0%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
IMPORTANCE OF APPAREL TO PEOPLE HAVING DIFFEN DIFFERENT
OCCUPATION ON BASIS OF SOME QUESTION (QUESTION 6)
100%
90%
80%
70% C o u n t o f Q u -estu
s 6d(2e )n t
60% C o u n t o f Q u -ese
s 6lf (2o c) c u p atio n
50% C o u n t o f Q u -ePsr 6iv(2

ate
) Se r vic e
40% C o u n t o f Q u -ebsu6sin
(2 e) ss
C o u n t o f Q u -estu
s 6d(1e )n t
30%
C o u n t o f Q u -ese
s 6lf (1o c) c u p atio n
20%
C o u n t o f Q u -ePsr 6iv(1
ate
) Se r vic e
10%
C o u n t o f Q u -ebsu6sin
(1 e) ss
0%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
100%
90%
80%
70% stu d e-Cn ot u n t o f Q u e s 6 (4 )
60% stu d e-Cn ot u n t o f Q u e s 6 (3 )
50% se lf o c c u p- Caotiou nn t o f Q u e s 6 (4 )
40% se lf o c c u p- Caotiou nn t o f Q u e s 6 (3 )
P r iv a te Se- Cr vo icu en t o f Q u e s 6 (4 )
30%
P r iv a te Se- Cr vo icu en t o f Q u e s 6 (3 )
20%
b u sin -C
e sso u n t o f Q u e s 6 (4 )
10%
b u sin -C
e sso u n t o f Q u e s 6 (3 )
0%
5 2 3 4 5 2 3 4 5 6 1 2 3 4 1 2 3
3 4 5 6 7
IMPORTANCE OF AAPEREL TO PEOPLE EARNING DIFFERENT AVERAGE
INCOME ON BASIS OF SOME QUESTION (QUESTION 6)
100%
90%
80%
70%
60% 4-10lacs
- Count of Q ues 6(2)
50% 4-10lacs
- Count of Q ues 6(1)
40% 2-4lacs- Count o f Ques 6(2)

2-4lacs- Count o f Ques 6(1)
30%
10-above- Co unt o f Q ues 6(2)
20%
10-above- Co unt o f Q ues 6(1)
10%
0%
7 4 5 6 4 5 6 4 5 6 5 6
1 2 3 4 5
65% of males are very much inclined

between age group 15-20 have much
working in private firm are not at all
family earning their average income b
WILLINESS OF PEOPLE TO BUY THESE APPAREL ITEM(LEVIS AND
WRANGLER) IN OFF THE RACK SIZES AND DESIGN FOR THEM SELVES
GENDER
100%
90%
80%
70%
60%
M - Co u n t o f Sw e ate r
50%
M - Co u n t o f Casu al Sh ir t
40%
M - Co u n t o f P an ts/ Slac ks
30%
20% F- Co u n t o f Sw e ate r
10% F- Co u n t o f Casu al Sh irt
0% F- Co u n t o f P an ts/ Slac ks
3 4 5 6 7 6 3 5 6 4 6 1 3 5 6 3 5 4 5 6 2 4 5 6 5 5 5 4 5 6 1 2 2 6 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 4
1 2 3 5
AGE GROUP
100%
90%
80%
70%
60%
Count of Sweater
- 21-25
50%
Count of Sweater
- 15-20
40%
Count of Casual Shirt
- 21-25
30%
20% Count of Casual Shirt
- 15-20
10% Count of Pants/ Slacks

- 21-25
0% Count of Pants/ Slacks

- 15-20
34567635646135635456245655545612263
1 2 3 45 1 2 3 4 512 3 4 5 4
1 2 3 5
QUALIFICATION
100%
90% Count of Sweater
- undergraduate
80%
Count of Sweater
- postgraduate
70%
60% Count of Sweater
- graduate
50%
-
undergraduate
30%
- postgraduate
10%
Count of Casual Shirt
- graduate
0%
34567635646135635456245655545612263
Count of Pants/ Slacks
-
undergraduate
1 2 3 45 1 2 3 4 512 3 4 5 4
Count of Pants/ Slacks
-
postgraduate
1 2 3 5
OCCUPATION
100%
90% Count of Sweater - student
80%
Count of Sweater - self
70% occupation
60% Count of Sweater - Private
50% Service
40% Count of Sweater - business
30%
20% Count of Casual Shirt - student
10%
Count of Casual Shirt - self
0% occupation
34567635646135635456245655545612263
Count of Casual Shirt - Private
Service
1 2 3 45 1 2 3 4 512 3 4 54
Count of Casual Shirt - business
1 2 3 5
AVERAGE INCOME
100%
Count of Sweater - 4-10lacs
90%
80%
Count of Sweater - 2-4lacs
70%
60% Count of Sweater - 10-above
50%
40% Count of Casual Shirt - 4-10lacs
30%
20% Count of Casual Shirt - 2-4lacs
10%
Count of Casual Shirt - 10-
0%
above
34567635646135635456245655545612263
Count of Pants/Slacks - 4-10lacs
1 2 3 45 1 2 3 4 512 3 4 54
Count of Pants/Slacks - 2-4lacs
1 2 3 5
IMPORTANT FACTORS THAT HELP TO TAKE DECISION TO BUY OR NOT TO
BUY OFF-THE- RACK APPARELS
GENDER
100%
90%
80%
70%
60%
M - C o u n t o f P r o d u c t q u a li t y
50%
M- C o u n t o f O v e r a l l c o s t o f a p p a r e l
40%
30% M - C o u n t o f A v a il a b l e v a r i e t y o f s t y l e s c o l o r s
20% F-C o u n t o f P r o d u c t q u a l it y
10% F-C o u n t o f O v e r a l l c o s t o f a p p a r e l
0% F-C o u n t o f A v a il a b l e v a r ie t y o f s t y le s c o l o r s
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
3 4 5 6 7
AGE GROUP
100%
90%
80%
70%
60%
C o u n t o f P - r2 o-21 d5 u c t q u a l i t y
50%
C o u n t o f P - r1 o-25 d0 u c t q u a l i t y
40%
30% C o u n t o f O v e -2r a-21l l5 c o s t o f a p p a r e l
20% C o u n t o f O v e -1r a-25l l0 c o s t o f a p p a r e l
10% C o u n t o f A v a i l a b l-2e -12v 5a r i e t y o f s t y l e s c o l o r s

0% C o u n t o f A v a i l a b l-1e -52v 0a r i e t y o f s t y l e s c o l o r s
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
3 4 5 6 7
QUALIFICATION
100%
C o u n t o f P r o d u- cu tnqduear lity
g r a d u a te
90%
80%
C o u n t o f P r o d u- cp toqstgr
u a lity
a d u a te
70%
60% C o u n t o f P r o d u- cgrt ad
q u ua ate
lity
50%
40% C o u n t o f O v e r all c o -u
st nodf eap
r grp aard eu la te
30%
20% C o u n t o f O v e r all c o -p
st oostgr
f apapdar
u aetel
10%
C o u n t o f O v e r all c o -gr
st oadf uapate
p ar e l
0%
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
C o u n t o f A v ailab le v a r ie ty- o f sty le s c o lo r s
u n d e r g r ad u ate
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
C o u n t o f A v ailab le v a r ie ty- o f sty le s c o lo r s
3 4 5 6 7 p o stg r a d u ate
OCCUPATION
100%
Count of P roduct quality
- student
90%
80%
Count of P roduct quality
- self occupation
70%
60% Count of P roduct quality
- P rivate Service
50%
40% Count of P roduct quality
- business
30%
20% Count of O verall cost of -apparel
student
10%
Count of O verall cost of -apparel
self
0%
occupation
7 7 5 7 5 7 6 7 6 7 5 6 6 7 6 7 7 6 7 5 6 7 5 6 7 7 7 7 7
Private Service
2 2 3 5 6 2 4 5 6 7 2 4 5 6 7 5 6 7
business
3 4 5 6 7
The product quality ,cost of apparels and available variety of style colors matters a lot for
students .As this project is mainly focused on perception of customer and that too youth so
these factors are very important. The people working in private firm take quality and
overall cost of the product into consideration.
AVERAGE INCOME
100%
90% Co unt o f Pro duct quality
- 4-10lacs
80%
- 2-4lacs
60%
- 10-abo ve
40%
30% Co unt o f O ver all cost o f- appar
4-10lacs
el
20%
10%
Co unt o f O ver all cost o f- appar
2-4lacsel
0%
67776776777667657656777676767775767657775
Co unt o f O ver all cost o f- appar
10-aboel
ve
5662 5 652252565 3 6 4 56724 5 6 5655 6 2 5 776

Co unt o f A vailable variety o f styles
- 4- co lo rs
10lacs
6 4 5 63 4 5 6 4 5 6 7 4 5 6 76
Co unt o f A vailable variety o f styles
- 2- co lo rs
2 3 4 5 6 7 4lacs
Overall Conclusion:
People who earn between 4-6 lacs and are in the age group of 21-25 are
probably the people who have the maximum recognition as well as high
involvement for choosing these brands. So they are the key accounts for these
brands. As far as the students and low income groups are concerned I got an
impression that they have a liking for the brand but due to limited money they
are not able to explore these brands fully. Now the people who are earning
more than 10 lacs per annum are not concerned about these brands much.
There can be two main reasons either theydon’t have that much time or they
are fascinated by much higher brands than Levis and wrangler such as
Versache, Tommy Hilfiger etc.
CHAPTER
6
ADVANTAGES AND DISADVANTAGES
ADVANTAGES OF PRIMARY RESEARCH:
• MAIL: Low cost, ability to show text and graphics,
o TELEPHONE: Moderate cost; ability to screen select t respondents

meeting desired criteria
o MALL INTERCEPT: Able to reach more potential respondents; able

to pre-screen respondents for desired criteria.
• Consumer is in natural environment.
• Flexible method to gauge consumer response to entirely products and

questions; issues of interest to respondents can be identified without specific
prior Knowledge of specific questions to ask.
• Able to explore consumers feeling in depth.
• Useful in assessing topics about which respondents are not comfortable

talking
• Able to pinpoint responses to stimuli over time (and thus identify good and
bad parts of brand); able to gauge feelings of which respondents may not be
aware.
• Able to identify which variables (e.g., sales, shelf placement, coupons) affect
behaviors such as purchase, brand switching.
DISADVANTAFES OF PRIMARY RESEARCH:
• MAIL: Slow; low response rate

TELEPHONE: Cannot show stimuli; can only ask a limited number of
questions; question answer options have to be repeated
MALL INTERCEPT: More expensive than most other survey research (but
less costly than focus groups and experiments).
• Expensive; unable to generalize from small sample size; respondents are
vulnerable to social influence so that answers are not independent.
• Lack of respondent willingness to follow instructions; concerns about
privacy; possible response bias toward those more technically savvy.
• Access to data may be expensive; does not get at opinions, attitudes, and
feelings underlying behavior.
CHAPTER
7
ANNEXURE AND APPENDIX
BIBLIOGRAPHY
BIBLIOGRAPHY
 WWW.QUALTRICS.COM
 WWW.ANSWER.COM

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INSTITUTE OF PROFESSIONAL

EDUCATION AND RESEARCH

Submitted For the Partial Fulfillment of the Requirement

Prof. MAHESH SONI

I gratefully acknowledge with thanks the help extended by

Project work is an integral part of my curriculum as per the

This project report has been made as a practical requirement of the II

By this survey it will be clear that what a customer thinks of a

Surveys come in several different forms. Mail surveys

Surveys, as any kind of research, are vulnerable to bias.

Prediction of individual preference in a difficult and

When primary data source method is used

QUALIFICATION VERSUS APPAREL REQUIREMENT

OCCUPATION VERSUS APPAREL REQUIRMENT

Students have more tendency of buying apparels compared to any other

GENDER VERSUS SHOPPING LOCATION

(114 IS SHOPING MALL /SUPER MARKET)

QUALIFICATION VERSUS SHOPPING LOCATION

Private service people and students are more conscious of buying

AVERAGE INCOME SHOPING LOCATION

GENDER VERSUS DESIGN

AGE VERSUS DESIGN

QUALIFICATION VERSUS DESIGN

OCCUPATION VERSUS DESIGN

40% Private Service

AVERAGE INCOME VERSUS DESIGN

GENDER VERSUS AWARENESS OF BRAND(LEVIS AND WRANGLER)

Females are more brand conscious than men.

AGE VERSUS AWARENESS OF BRAND (LEVIS AND WRANGLER)

QUALIFICATION VERSUS AWARENESS OF BRANDS (LEVIS AND WRANGLER)

OCCUPATION VERSUS AWARENESS OF BRANDS(LEVIS AND WRANGLER)

AVERAGE INCOME VERSUS AWARENESS OF BRANDS (LEVIS AND WRANGLER)

GENDER VERSUS AWARENESS OF PRODUCT RANGE OF BRANDS(LEVIS AND

AGE VERSUS AWARENESS OF PRODUT RANGE OF BRANDS(LEVIS

OCCUPATION VERSUS AWARENESS OF PRODUCT OF BRAND (LEVIS AND

GENDER VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM

QUALIFICATION VERSUS PURCHASE FROM EXCLUSIVE SHOWROOM

OCCUPATION VERSUS PURCHASING FROM EXCLUSIVE SHOWROOM

40% Private Service

GENDER VERSUS REPETEADLY PURCHASE OF LEVIS AND WRANGLER

QUALIFIED PERSON REPEATEDLY PURCHASING LEVIS AN WRANGLER

40% Private Service

FACTORS INFLUENCING QUALIFIED PERSONS FOR BUYING THESE

FACTORS INFLUENCING FAMILIES EARNING DIFFERENT

QUALITY ASPECT THAT DIFFERENT AGEGROUP KEEP IN MIND

QAULITY ASPECT THAT QUALIFED PEOPLE KEEP IN MIND BUYING

50% Count of Ques 6(2)

40% Count of Ques 6(2)

50% M - Count of Ques 6(4)

40% M - Count of Ques 6(3)

50% Count of Ques 6(2)

40% Count of Ques 6(2)

50% 21-25-Count of Ques 6(4)

40% 21-25-Count of Ques 6(3)

50% C o u n t o f Q u -ePsr 6iv(2

40% 2-4lacs- Count o f Ques 6(2)

65% of males are very much inclined

10% F- Co u n t o f Casu al Sh irt

10% Count of Pants/ Slacks

0% Count of Pants/ Slacks

20% C o u n t o f O v e -1r a-25l l0 c o s t o f a p p a r e l

10% C o u n t o f A v a i l a b l-2e -12v 5a r i e t y o f s t y l e s c o l o r s

5662 5 652252565 3 6 4 56724 5 6 5655 6 2 5 776