Marketing Research Analytics - Project

Consumer Usage & Attitude Study

Product Category: Clothing

Presented by: Akhil Azeez, Aviral Mishra, Amit Hembram, Chintu Ravindra Naidu, Thurpu Bhanu Prakash Reddy and Louis
Unni
Introduction:

 Denim wear (Jeans) is the most preferred one in

apparel market across the world.
 The Indian Denim Apparel market has been
exhibiting continuous growth over the years. With
new technologies, trends and higher market reach,
this sector has promising growth potential.
 The high growth prospects in the denim category
are characterised by the high fashion and comfort
quotient in the category, increasing focus on stretch
and lightweight fabrics, and increasing options in
terms of fits, washes, and details, amongst others.
Secondary Research On Jeans

Findings From Different Articles:

• Branded Jeans wear are definitely more preferred than unbranded jeans. There is no difference in the perceptions
of different genders, age groups and educational backgrounds towards branded jeans. Branded Jeanswear is
perceived to be attractive, fashionable and of high quality. Indian branded Jeanswear Market is lucrative and has
tremendous potential in the next decade to attract the youth segment. ( Shahaida P and Madhavi Pandya, 2013)
• Majority of the respondents Levi's is the brand that comes first to their mind and next to it is the Basics which
comes to their mind. Nearly (1/4)th of the respondents buy a specific brand because of its quality and style &
fashion is the next preferred factor which makes respondents to buy a specific brand. Majority of the respondents
prefer online purchases. Ÿ Nearly (3/4)th of the respondents recommend their favorite brand. (Dr. T Balamurgan
and Ms. Monica. P, 2016)
• In todays denim jeans market, consumers often use the quality of „fit‟ as a yardstick to measure and differentiate a
product/brand from one another. Some respondents preferred certain brand names and were willing to pay a
premium price for them because of their satisfaction with the fit, while other brand names were disliked for the
exact same reason. In essence, today‟s consumers, particularly among the young, are more sophisticated in fashion
consumption. They seldom base on one monolithic feature or single attribute such as brand name to evaluate a
product. They often assess a product with multiple criteria. (Osmud Rahman, 2011)
Survey Questionnaire
Survey Findings
 What other brands of jeans you can
When you think of buying jeans, which is the first brand that think of?
comes to your mind?

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 Which Jeans brand do you use the most?
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 Research Questions

 What are the reasons for such high brand awareness and brand recall of Levi’s in Anand?
 To what extent do factors such as quality, price, comfort, style and environmental impact have on consumer
behavior?
 Does demographic factors have an impact on consumer choices? If so, to what extent?
 What is the top of mind brand recall for jeans brands?
 What is the spending budget of customers buying jeans?
 What factors do customers consider and get influenced by when buying jeans?
 What is the most used jeans brand by customers?
Thank you