MAJOR PROJECT REPORT SUBMITTED TOWARDS THE PARTIALFULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

MAJOR PROJECT REPORTON

Submitted By: PROJECT

GUIDEName of student: Aman suneja Name: Mrs.

Enrollment No.:06720601709

Designation: Assistant Professor

Batch: 2009-2012

Trinity Institute of Professional StudiesAffiliated To Guru Gobind Singh Indraprastha University

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TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work “Comparative Analysis Of Consumer

Preference On Levi Strauss and Wrangler” made by AMAN SUNEJA, BBA (G),

05320601709 is an authentic work carried out by her under guidance and supervision

of Mrs..

The project report submitted has been found satisfactory for the partial fulfillment of

the degree of Bachelor of Business Administration.

Internal Supervisor

Signature

Name: Mrs. Charu Jain

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ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentor who

graciously gave me her time and expertise.

She has provided me with the valuable guidance, sustained efforts and friendly

approach. It would have been difficult to achieve the results in such a short span of

time without her help.

I deem it my duty to record my gratitude towards the Internal project supervisor Mrs.

Charu Jain who devoted her precious time to interact, guide and gave me the right

approach to accomplish the task and also helped me to enhance my knowledge and

understanding of the project.

Name of Student:AMAN SUNEJA

Enroll. No: 05320601709

Course: BBA (G)

Class/sem/shift: 3rd Year/6th Sem/1st Shift

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DECLARATION

I hereby declare that the following documented project report titled “Comparative

Analysis of Consumer Preference on Levi Strauss and Wrangler ” is an original

and authentic work done by me for the partial fulfillment of Bachelors of Business

Administration degree.

I hereby certify that all the Endeavour put in the fulfillment of the task are genuine

and original to the best of my knowledge & I have not submitted it earlier elsewhere.

Name of Student: Aman Suneja

Course Class & Shift: BBA (G) 6th SEM 1st Shift

Enroll .No: 06720601709

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TABLE OF CONTENTS

Chapter – 1

Introduction of the Company

History of the Company

Literature Review

Chapter – 2

Research Objective of the study

Research Methodology of the study

Research Design

Data Collection

Population

Sample Size

Sampling Technique

Method of Data Collection

Instrument for Data Collection

Chapter – 3

Data Analysis based upon Questionnaires

Chapter – 4

Findings

Limitations

Conclusion

Suggestions and Recommendations

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EXECUTIVE SUMMARY

The project was done to obtain the current level of satisfaction of Wrangler jeans

users. So also, what are their preferences in buying jeans? Both coupled yielded

reasons for current level of satisfaction and means to increase it. There was

insufficient secondary data due to which primary data was collected. The project was

conducted within the geographical region of Delhi NCR with a sample size of 50

respondents.

The data collected was analysed with the help of Statistical tools like frequency charts

like bar and pie were used to analyze the data.

The findings analyzed and based on the analysis conclusions were drawn and requisite

recommendations were provided. These included:

1) Concentrating more on advertising

2) Increasing availability through local outlets

3) Reaching the economy segment etc.

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TABLE OF CONTENTS

SrNo Particulars PageNo

1 Introduction 62.1 Introduction to WRANGLER 72.2 82.3 Research Objective 92.4 Limitations 10

2 Research Methodology 113.1 Sampling Design 123.2 Research Design 133.3 Data Collection 14

3 Data Analysis And Interpretation 154.1 Data Findings and Analysis 164.2 Recommendation 18

4 Findings and conclusion 205.1 28

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CHAPTER - 1

INTRODUCTION

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INTRODUCTION TO WRANGLER JEANS

Wrangler Jeans were first made by Blue Bell, who acquired the brand when they took

over Casey Jones in the mid-1940s. Blue Bell employed Bernard Lichtenstein ('Rodeo

Ben'), a Polish tailor fromŁódź who worked closely with cowboys, to help design

jeans suitable for rodeo use. This was the origin of Wrangler Jeans. The 13MWZ

style, introduced in 1947 as lot number 11MWZ, is still available worldwide. In

addition to this, Wrangler has since introduced several other lines that are more

designated towards a specific group or demographic. Some examples of this are 20X,

Riggs, and Aura.

Wrangler also has a line of music accessories targeted toward country music fans.

Wrangler also has a series of football commercials with Brett Favre playing a game

of touch football in the mud

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Levi Strauss & Co.Levi Strauss & Co. has been innovating since 1873, the year we created and patented

the world’s first blue jeans. And while that patent has long since expired, our

commitment to innovation continues. Throughout our long history we’ve inspired

change in the marketplace, the workplace and the world. We invite you to take a look

at our proud heritage.

VALUES & VISION

We believe that business can drive profits through principles, and that our values as a company and as individuals give us a competitive advantage.

Empathy — walking in other people’s shoesEmpathy begins with paying close attention to the world around us. We listen and respond to the needs of our customers, employees and other stakeholders.

Originality — being authentic and innovativeThe pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of our business. Through innovative products and practices, we break the mold.

Integrity — doing the right thing Integrity means doing right by our employees, brands, company and society as a whole. Ethical conduct and social responsibility characterize our way of doing business.

Courage — standing up for what we believeit takes courage to be great. Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by our convictions and acting on our beliefs.

We are the embodiment of the energy and events of our time, inspiring people from all walks of life with a pioneering spirit. Generations have worn Levi’s® jeans, turning them into a symbol of freedom and self-expression in the face of adversity, challenge and social change. Our customers forged a new territory called the American West. They fought in wars for peace. They instigated counterculture revolutions. They tore down the Berlin Wall. Reverent, irreverent — they took a stand.

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Brands

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Our brands are among the most celebrated names in the history of apparel. They are

recognized for their quality, originality and integrity.

The brands we market clothe the world. Around the globe, the names Levi’s® and

Dockers® represent the original, authentic and peerless standard for denim and

khakis. More recently, our Signature by Levi Strauss & Co. ™ brand has set a new

benchmark in family clothing known for quality craftsmanship, premium fit and

exceptional value. And now, denizens™ joins the family as a global jeans brand for a

new generation.

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Chapter 2

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RESEARCH OBJECTIVE

To study and measure satisfaction level of Wrangler jeans users.

To suggest alternatives for enhancing customer satisfaction.

To study the marketing stratergies of wrangler.

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RESEARCH METHODOLOGY

RESEARCH DESIGN

The study was conducted to study and measure the satisfaction level of Wrangler

jeans users. Secondary as well as primary sources of data were used to arrive at

findings and analyze the results. The project commenced from Januuary last week and

ended on 15th February 2012.

Secondary sources of data like internet and books were used to do exploratory studies.

Relevant variables were generated and questionnaire was developed to obtain primary

data from the market. 50 respondents selected were necessarily Wrangler jeans users

and based on convenience of researcher.

Findings based on questionnaire filled were analyzed using statistical tools like

frequency charts,pie diagrams etc. Requisite conclusions were developed and

recommendations made. The research had limitations like:

1) Time constraint

2) Sample size

3) Respondent biasness

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SAMPLING DESIGN

The respondents were necessarily Wrangler jeans users. The sample was selected

from the restricted area Delhi NCR. It was a non-probability based sampling based on

convenience. The sample size was limited to 50 respondents because of limited

available time.

DATA COLLECTION

Data was collected through secondary as well as primary sources. Secondary sources

included articles on jeans from internet, books, and journals. Primary data was

obtained through self-administered questionnaires. 50 respondents who were

Wrangler jeans users were interviewed based on non-probabilistic convenience based

sampling.

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Chapter 3

ANALYSIS AND

RECOMMENDATION

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FINDINGS AND DATA ANALYSIS

Following were the findings from the data collected

From the analysis of how many pairs of jeans does age group of respondents own,

it is evident that the respondent of the age groups 16 – 25 and 26 – 35 tend to own

more than one or two pairs of jeans (76%). The other age groups above 26 – 35

rarely own more than one or two pairs of jeans. Therefore, from this we get to

know that the people who regularly buy jeans belong to young generation’s group

ranging between 16 – 35.

Majority of respondents who own one or two pairs of jeans tend to buy jeans

twice a year (31%). Many of the respondents also buy jeans very occasionally

(23%).

Age of Respondent

Frequencyof

Purchase

No. of pairs owned

16-25 26-35 36-45 45 & above0

2

4

6

8

10

12

14

1234

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Most of the customers do not buy during promotions. Generally, the respondents

who buy occasionally or twice a year do not buy during promotions but go for

seasonal offers (23%). Moreover, when they buy is not fixed (34%).

No. of pairs owned

One Two Three More than three0

1

2

3

4

5

6

7

8

9

10

Every 3 monthsOccasionallyEvery 6 monthsOnce a year

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Ranking different brands of jeans revealed the respondents followed by Lee (3.15)

gave that wrangler (3.26) the highest rank. Wrangler, the brand in question was

ranked third (2.96).

When you buy Wrangler Jeans

during Pro-motions

seasonal Offer Not Fixed0

2

4

6

8

10

12

Every 3 monthsOccasionallyEvery 6 monthsOnce a year

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The highest ranked attribute was given to durability of cloth followed by

durability of stitch and range of fitting styles.

Wrangler Lee Levis Newport Pepe2.4

2.5

2.6

2.7

2.8

2.9

3

3.1

3.2

3.3

3.4

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durabilit

y of c

loth

durabilit

y of s

titch

Fitting s

tyles

salesp

romotions

Trned

y look

adver

tising

0

1

2

3

4

5

6

7

5.44 5.29 5.2 5.114.7

Majority of them said that they couldn’t say whether advertising and sales

promotions affected their post purchase satisfaction(41%), followed closely by

those to whom advertising and promotions affected(39%).

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From the frequency analysis of open-ended question, most recurring 4 responses

were put on pie chart, which included excellent fitting, in style, trendy and rugged.

The top response was excellent fitting (33%) followed by trendy (26%), rugged

(22%) and in style (19%) respectively.

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LIMITATIONS OF THE STUDY

The research was confined to a sample of 100 respondents, which certainly

does not represent the whole population of Delhi NCR.

The respondents were approached at the convenience of researcher.

The respondents included those who have used Wrangler jeans irrespective of

number of usage.

Respondents might be biased at times.

Time limitations were there.

RECOMMENDATIONS

From the above findings and analysis, following recommendations could be

drawn:

Wrangler should more aggressively tap the youth segment, which lies in the

age group between 16-35. The reason for the same is Wrangler was ranked

third in terms of the overall brand image. Hence, Wrangler has a scope to

reach the top position and encash through increase in sales.

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Since most of customers buy twice a year (i.e. every 6 months) or

occasionally, and they are not affected by the promotions, Wrangler should

aggressively advertise coupled with effective sales promotions for improving

customer recall and brand image.

It was also found from the survey that color range is low. This also limits

preference towards Wrangler as a brand. This area should be properly looked

after by making available hosts of colors.

After sales service which is becoming the most critical success factor seems to

be not given due importance. Proper after sales service can provide a

competitive edge through efficient customer relationship management.

Wrangler is perceived as premium brand in India. Hence, an economy product

range can also tap the unexplored middle class range.

Since Wrangler jeans is majorly available in departmental stores and factory

outlets, reaching the customer and availing him with consumer schemes is

difficult. India having a large middle class customer group still being not

exploited can be reached through making Wrangler jeans available at local

retail outlets.

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QUESTIONNAIRE

Respondent No. _____

DEAR RESPONDENT,I studentsof Trinity Institute of professional studied re conducting a survey about the consumer satisfaction with Wrangler Jeans. Please let us know what you really think about Wrangler Jeans. Please spare your valuable few minutes and share your feedback with us.

1) How often do you purchase jeans?

a) Once every three monthsb) Occasionallyc) Once every 6 monthsd) Once a year

2) When do you generally buy Wrangler jeans?

a) During promotions b) Seasonal offersc) Not fixed

3) How many pairs of Wrangler jeans do you have?

a) 1b) 2c) 3d) more than 3

4) Rank the following brands on a scale of 1-5 (5 being most preferred and 1 least)

a) Wranglerb) Pepec) New Portd) levise) Lee

5) Is your satisfaction level, after purchasing Wrangler jeans affected by advertising and promotion?

a) Yesb) Cant sayc) Not at all.

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Extremely DissatisfiedSomewhat Dissatisfied

Neither Satisfied nor Dissatisfied

Somewhat SatisfiedExtremely Satisfied

6) How satisfied are you on the following parameters of Wrangler jeans?

Durability of Cloth

Price vis-à-vis quality

Range of colours

Range of fitting styles

Range of sizes

Durability of stitching

Washing convenience

Range of shades

After sales service

7) Rate the following attributes on a scale of 1-9 in affecting your decision making process: (9 being the most important and 1 being least)

Attributes Ratea. Durability of clothb. Durability of stitchingc. Trendy clothesd. Range of fitting stylese. Range of sizesf. Range of shadesg. After sales serviceh. Advertisingi. Promotion

8) How do you perceive Wrangler jeans as?

___________________________________

9) Do you find Wrangler jeans usage friendly?

a. Yesb. No

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10) In which of the following family income group do you fall?(per annum)

a. Below 200, 000b. 200, 000 - 400, 000c. 400, 000 – 600, 000d. above 600, 000

11) Please Mark your gender:

a. Maleb. Female

12) Which age group do you fall in?

a. 16-25b. 26-35c. 36-45d. 45 and above

13) Is Wrangler jeans has a perfect fit ?a) Yes b) no

14) Which one jeans you would prefer of Wrangler ?a) Molly fitb) Vegas fitc) Streable fitd) Cow bow fit

Name:

Area of residence:

THANK YOU FOR SPENDING YOUR VALUABLE TIME. WE ASSURE YOU THAT THE INFORMATION WILL BE KEPT CONFIDENTIAL AND WILL BE USED FOR ACADEMIC PURPOSE ONLY.

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BIBLIOGRAPHY

Marketing Research- TATA McGraw Hill

Marketing Research – Malhotra

Marketing Management – Philip Kotler

Marketing Research- Donald S. Tull & Del I. Hawkins

Marketing Research- R. C. Beri

Internet – www.Wrangler.com

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