FUNCTIONAL PROJECT REPORT ON

A STUDY ON CONSUMER BEHAVIOUR OF YOUNGSTERS TOWARDS BUYING OF

DENIM (JEANS). (Stream: Marketing)

Submitted in partial fulfillment of the requirement

Of the degree of

MASTER OF MANAGEMENT STUDIES.

Submitted By: SAFWAN QURAISHI.

(Registration No. 2201820060)

Academic Year: 2018-2020

Under the guidance of

PROF. RAFANA NAKID.

ANJUMAN-I-ISLAM ALLANA INSTITUTE OF MANAGEMENT STUDIES, CST

AFFILIATED TO

1
 CERTIFICATE.

This is to certify that the project report entitled “Functional Project Report” is a bonafide work of
SAFWAN QURAISHI submitted to PROF.RAFANA NAKID in the Second year of Master of
Management Studies course in the academic year 2018-2020 at Anjuman-I-Islam Allana Institute
of Management Studies, CST, Mumbai. I hereby declare that the information submitted in this
project is true and original to the best of my knowledge.

PLACE: MUMBAI.

DATE: 06/03/2020.

2
 ACKNOWLEDGEMENT.

Presentation, Inspiration and Motivation have always played a key role in the success of any
venture.

I express my sincere thanks and gratitude to our Director of Allana Institute of Management
Studies, Dr. BERNADETTE D’SILVA for giving me this opportunity of doing this project
report.

I pay my deep sense of gratitude to my mentor for this project, PROF. RAFANA NAKID to
encourage me to the highest peak and to provide me an opportunity to prepare the project report.

I am immensely obliged to my Friends for their elevating inspiration, encouraging guidance and
kind supervision in the completion of my project.

Last, but not the least, my Parents are also an important inspiration for me. So with due regards,
I express my gratitude’s to them.

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 DECLARATION.

I declare that this written submission represents my ideas in my own words and where other’s
ideas or words have been included, I have adequately cited and referenced the original source. I
also declare that I have adhered to all principles of academic honesty and integrity and have not
misrepresented or fabricated or falsified any idea/data/fact/source in my submission. I understand
that any violation of the above will cause for disciplinary action by the institute and can also
evoke penal from the sources which have thus not been properly cited or from whom proper
submission has not been taken when needed.

SIGNATURE

PLACE: MUMBAI.

DATE: 06/03/2020. SAFWAN QURAISHI

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 ABSTRACT

In the Asian subcontinent, maximum share of demand of denim is dominated by most populated
countries India and China. Westernization is the key feature of their contemporary civilization
and the inclusion of denim in routine is increasing day by day. Hence the demand for denim will
automatically increase in near future. We may say that denim market will be on boom in next
few decades. Asian consumers are having a tendency to wear designer branded label jeans along
with reasonable prize. Hence in last few decades in Indian market acceptance of denim has
reached at a very high level. The dominance for denim started from the metros of the India and
now it has become a need of every one’s life. Durability, affordability, versatility and acceptance
by both male and female as a comfortable dressing makes denim most popular.

The project aims for understanding the Indian youth jeans buying consumer behavior and
preferences It highlights consumers’ inclination towards brands and investigates the level of
satisfaction by Indian youth consumer regarding the current available Jeans and issues related to
it. The research reveals that the Indian youth is highly inclined to brand while jeans buying and
even after paying a decent amount, the consumer is not satisfied with the product. Fit related
issues are very much prevalent and are a matter of concern. With the increased number of youth
in India such issues need to be taken care by the product providers to take the business
advantage.

From the place of normal clothing, denim has risen to be a fashion icon and is being adorned by
fashion models. It has now become a symbol of modeling and modern culture. The
metamorphosis of jeans from a commodity to a fashion item happened during the 90s; when
jeans evaluated into a number of various other items such as jackets, shorts, skirts etc apart from
the normal pants. Earlier different models like hippie bellbottoms, and tapered legs, were
popular. Current trend is all about variety and views denim as an item with bold styles to keep
pace with the fast track life style.

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INDEX

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 CHAPTER 1:

INRODUCTION

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 1.1.

HISTORY OF JEANS.

Jeans are pants made from denim or dungaree cloths which are both cotton cloths but denim is
woven and then colored while dungaree is woven from colored yarn. “Jeans” is a short for “blue
jeans” which are invented by Jacob Davis and Levi Strauss in 1873. Jeans as name for trousers
come from city of Genoa in Italy, a place where cotton corduroy, called either jean or jeane, was
manufactured. Republic of Genoa exported the jeans throughout Europe. Weavers from the
French city of Nimes tried to copy jean but could not. Fabric they ended up with became known
as denim, literally "de Nimes" or “from Nimes”.

In 1851 Levi Strauss came from Germany to New York where his brother held dry goods store
as a family business. From there, Levi Strauss went to San Francisco in March 1853, to start a
West Coast branch of the business - Levi Strauss & Co. wholesale house. Before he came there,
a Gold Rush began in California in 1848. Among other things, miners needed strong clothes that
could withstand rough working conditions. One of the tailors that tried to make clothes that
would fill this condition was Jacob Davis, tailor from Reno, Nevada, who purchased bolts of
cloth from the wholesale house of Levi Strauss & Co. Only problem he had is that clothes ripped
at pockets of the pants. He reinforced corners of the pockets with metal rivets and with that made
them stronger. Jacob Davis tried to patent the idea but didn’t have the money to file the papers.
Because of that he suggested to Levi Strauss in 1872 that two of them hold the patent. Levi liked
the idea and on May 20, 1873, the two men received patent no.139,121 from the U.S. Patent and
Trademark Office. After that Levi hired Jacob Davis to oversee production of the riveted pants at
his factory - the Levi Strauss & Co. Denim from which the cloths of were at Levi Strauss & Co
made came from Amoskeag Mill in Manchester, New Hampshire.

Jeans were working clothes at first. They were made from durable materials and could last long.
Men's jeans had the zipper down the front, while women's jeans had the zipper at the left side
and both were designed to fit loosely and in form of overalls. In 1950s Jeans without the bib
became symbol of youth rebellion after James Dean popularized them in the movie “Rebel
without a Cause”. Because of their meaning they became banned in schools, theatres and

8
restaurants. They became more acceptable in 1960s and by the 1970s they became accepted as a
part of fashion. In 1965, Limbo, a boutique in the New York East Village, was the first retailer to
wash a new pair of jeans to make them look used and worn out, decorated them with patches and
decals and sold them like that for $200. Idea soon became a hit. In time jeans changes looks but
never got out of style. Today jeans is worn by people of all genders and ages.

Jeans has been, and is an important item of clothing for many decades. Denim garments came
into existence during the 18th century, a time when there was abundant production of cotton.
During that period, it gained importance due to its aspects of durability, and not easily torn which
benefited physical laborers much. During the 19th century the garment was popularized by Levi
Strauss, a well known name in the jean world. Denim clothing was manufactured by them for
miners. 20th century brought jeans as a fad of pop culture. Western cowboy movies portrayed
people wearing blue jeans. The 50s witnessed the cloth becoming a craze of the teen age
population. Manufacturers utilized the situation by coming up with innovative designs like new
colors, embroidery and patch works. During 60s and 70s bell bottoms and hip hugger patterns
became popular.

It was during the 80s denims started drawing attention of the fashion designers. New and
glamorous patterns were created and were brought to lime light by popular models in
commercials. Puffy pants, puffy shoulder pads, and puffy hair became a style. In the 90s; it
became one of the most sought after garment. To skim the cream of the denim market,
manufacturers then, came up with various innovative ideas of using the denim fabric like poodle
skirts, caps, handbags etc. It was during that time the denim sales skyrocketed. Currently the new
millennium finds denim in each and every home; worldwide.

9
 1.2.

HISTORY OF DENIMS.

Denim is a type of cotton twill textile, in which the weft passes under two or more warp threads.
Warp threads of denim fabric are dyed in indigo while weft threads remain plain white. That is
why denim is blue on the one side and white on the other. When used for jeans, denim is turned
blue on the outside and because of the way it is made it fades in a characteristic way.

Word “denim” comes from fabric "serge de Nimes" made in France city of Nimes from where it
originates. It has been used in America since the late 18th century, colored blue with indigo dye
to make blue "jeans", a type of cotton pants. Jeans come from "Genes" - a name given by French
to Genoa and the people from Genoa where the cotton trousers were made. In the 1800s, in the
time of the Gold Rush, American gold miners needed clothes that were strong, lasted longer and
did not tear easily. Levi Strauss, a businessman, and Jacob Davis, a tailor, supplied miners with
denim pants that were made from durable material and reinforced with rivets at the places where
pants tended to tear which prolonged life of pants. This marked the beginning of the legend of
jeans and brand Levi Strauss is still hugely successful today.

Denim was first used for clothes worn by workers because of its high durability. Then it became
widely popular in the 1930s when Hollywood started making cowboy movies in which actors
wore jeans. With the beginning of the World War 2, production of the jeans drops but world
meet denim when American soldiers started wearing them when they were on the leave. When
the war ended, other companies that made denim started appearing like Wrangler and Lee.

Young people started wearing denim in the 1950s a mean of rebellion. This fashion was also
inspired by Hollywood with by Marlon Brando with his 1953 film “The Wild One” as well
James Dean’s movie “Rebel Without a Cause” from 1955. Some public places like schools and
theaters banned jeans because of what they symbolized. Denim crossed from counterculture to
fashion in the 1960s and 1970s when manufacturers started to make different styles of jeans.

Original denim was dyed with dye from plant Indigofera tinctoria. Modern denim is dyed with
synthetic indigo. Denim is often dyed with indigo and dried many times over to get a stronger
color that will not fade quickly. After the denim is made into clothing it as most often washed to

10
make it softer and to reduce or eliminate shrinkage. Denim that is not washed is called dry or raw
denim. Denim fades in time and gets a worn out look which is often desired as a fashion detail.
Some denim is artificially distressed so a worn-out look can be got even before wearing. Denim
that is not made of pure cotton but also has an elastic component (most often elastane) is stretch
denim. Besides indigo dyeing, denim can be colored with sulfur dyeing which is used for dyeing
of denim in colors other than indigo.

From the place of normal clothing, denim has risen to be a fashion icon and is being adorned by
fashion models. It has now become a symbol of modeling and modern culture. The
metamorphosis of jeans from a commodity to a fashion item happened during the 90s; when
jeans evaluated into a number of various other items such as jackets, shorts, skirts etc apart from
the normal pants. Earlier different models like hippie bellbottoms, and tapered legs, were
popular. Current trend is all about variety and views denim as an item with bold styles to keep
pace with the fast track life style.

Be it a jean, jacket, skirt or any other product, the sprit of fashion lures the consumers to shop
around for denims. A fashion survey taken in US states that, on an average every American owns
7 to 8 pairs of jeans. (Chances are there, that it might be even more, and not less) 86 percent of
women in the age group 16 55 chose denim as their favorite garment. 84 percent of the fashion
designers and shoppers see denim as their future. This is good news for people with an insatiable
obsession for denims.

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 1.3.

JEANS INVENTORS.

Jeans is a brainchild of two men: one with an innovative brain and the other with an eye for the
future. Together they shaped western culture with scissors, cloth, and thread. Read about lives of
Jacob W. Davis and Levi Strauss.

Jacob W. Davis: Jacob W. Davis was one of two men that gave us blue jeans and changed the
face of fashion forever. Jacob W. Davis was a tailor who invented pants reinforcement with
copper rivets. He was born in 1831 in Riga, Latvia where he trained and worked as a tailor. In
1854 he immigrated to the United States and opened a tailor shop in New York. He changed
name there, moved to Main and in 1954 to San Francisco. Trying to find more profitable work
Davis left California in 1858 and moved to Western Canada where he paned for gold, sold
tobacco and wholesale pork. There he met his future wife, Annie Parksher from Germany with
whom he had six children.

He returns to San Francisco in 1968 with whole family and then to to Virginia City, Nevada
where he opens a tobacco store in the start only to returns to his original trade - tailoring. In
1868, they moved to Reno, Nevada where Jacob opens tailor shop in 1869 where he made tents,
horse blankets and wagon covers that were usually been bought by railway workers on the
Central Pacific Railroad. He used heavy duty cotton “duck” and heavy duty cotton “denim”
fabric for these products. He bought them from Levi Strauss & co from San Francisco. In
January 1871, one costumer, a wife of a local woodworker, appeared with ordered of pair of
pants for her husband who was too large for ready-made clothes. Her special request was for
pants to be made as strong as possible. Jacob had copper rivets that he used on horse blankets
and he used them to fasten the pockets so they don’t tear.

This kind of pants, made from duck and reinforced with rivets, became very popular among
people in need of heavy work clothing. Orders began to flow in and Jacob made 200 pairs in the
next 18 months some of them made from duck and some from denim. He began to fear that
someone will steal his idea so he decided to patent it. Because he didn’t have enough money
(some $68) for patent application he asked Levi Strauss to help him. On May 20, 1873 the full

12
US Patent No. 139121 was granted in the name of Jacob W. Davis and Levi Strauss and
Company.

May 20, 1873 is considered to be the official “birthday” of blue jeans. After that Jacob Davis
was named production manager at the shop of Levi Strauss & co. One more characteristic thing
Jacobs used on his denim pants was double orange threaded stitch to distinguish them from those
made by his competitors. This became Registered US Trade Mark No.1339254. Demand
continued to grow so Strauss decides to make manufacturing plant which Davis continued to
manage for Strauss. Beside denim pants - jeans, Levi Strauss & co also manufactured other lines
including work shirts and overalls. Jacob W. Davis worked there until the end of his life
overseeing the production. He died in San Francisco in 1908.

At the historic location of Jacob Davis' tailor shop: 211 N. Virginia Street in Reno, the Reno
Historic Resources Commission placed a historic marker on May 20, 2006.

Levi Strauss: Levi Strauss, businessman and entrepreneur is a one of two men that gave us blue
jeans. Levi Strauss is founder the first company for manufacturing of blue jeans. He was born on
February 26, 1829 in Bettelheim, Germany as Loeb Strauss. 1847 he went to New York with his
two sisters and mother to join his brothers on dry goods wholesale business. In 1850 he changed
his name to Levi and in 1853 he became an American citizen. When California Gold Rush began
he decided to go west and to open a West Coast branch of the family dry goods business in San
Francisco in early March 1853. He opened his dry goods wholesale business as Levi Strauss &
Co. and sold clothing, bedding, combs, purses, handkerchiefs and bolts of fabric delivered from
his brothers in New York. He became a well-known figure in the city being active in the business
and cultural life of San Francisco and supporting the Jewish community, he himself being of
German Jewish descent.

One of his costumers was Jacob W. Davis, a Reno, Nevada tailor. Strauss got a letter from him in
1872. In that letter Davis told him about the new way he was making pants from duck and
denim. To make them stronger Davis used copper rivets to make them stronger. He also wanted

13
to patent the idea of riveting the clothing because he was afraid that someone will steal the idea.
Because he did not have enough money for patent application (some $68) Davis was asking
Strauss in the letter, to be his business partner and to share the costs. Strauss agreed and on May
20, 1873 the full US Patent No. 139121 was granted in the name of Jacob W. Davis and Levi
Strauss and Company. That was the birthday of the blue jeans.

Jacob W. Davis already had pretty high demand for "waist overalls", as they were called then,
which he fulfilled himself so Levi Strauss new that it would be a good idea to place Davis as a
production manager at the shop of Levi Strauss & co. Production was done in the beginning by
individual seamstresses from their homes. After that, in 1880s Levi Strauss leased space for his
own factory south of Market Street and production moves there. Major product that was
manufactured there were famous 501 jeans but Levi and Jacob also produced shirts and overalls.

His other business pursuits were charter member and treasurer of the San Francisco Board of
Trade, director of the Nevada Bank, the Liverpool, London and Globe Insurance Company and
the San Francisco Gas and Electric Company. He was also known as a great philanthropist. He
gave funds to a number of orphanages, provided funds to build a new railroad from San
Francisco to the San Joaquin Valley and for twenty-eight scholarships at the University of
California.

He died on September 26, 1902 in San Francisco at the age of 73 and left. His estate was
estimated to be around 6 million dollars. Part of it was left to his four nephews while the rest was
left to charities.

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 1.4.

INTERESTING FACTS ABOUT JEANS.

 Orange thread that Levi Strauss & Co. Uses for stitching of their jeans is trademarked. It
is used as a distinguishable feature and to match the color of copper rivets.

 Rivets are used on jeans to make them stronger especially on pockets. In the beginning
Levi Strauss & Co. Placed rivets on all pockets, front, and back but people complained
that rivets on the back pockets scratched saddles and chairs so at first they covered them
and then removed them altogether from the back pockets.

 Making of one pair of Levi 501s requires 37 separate sewing operations.

 The oldest known pair of Levi's jeans was found in 1997 and was 100 years old.

 The first jeans came in two styles, indigo blue and brown cotton "duck".

 First name for jeans was "waist overalls".

 The first label ever to be attached to a piece of a garment was a red flag that was sewed
next to the back pocket Levi Strauss’ jeans.

 Jeans were first colored with indigo because darker color better hides the dirt.

 In a time when the jeans were worn by factory workers, jeans for men had zippers on the
front, but jeans for women had zippers on the side.

 A boutique in the New York East Village called “Limbo” was the first retailer to wash a
new pair of jeans to get a used, worn effect. It became new fashion hit.

 20 thousand tons of indigo are produced annually for the purpose of dyeing of jeans.

 Name 'denim' comes from the name of a sturdy fabric called serge, originally made in
Nîmes, France.

 From one bale of cotton 2-15 to 225 pairs of jeans can be made.

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 Statistically, every American owns, on average, seven pairs of blue jeans.

 For a birthday of blue jeans is considered May 20, 1873, a date when Jacob Davis and
Levi Strauss and Co. obtained a patent for blue jeans.

 Blue jeans were banned at certain places like schools, theaters, and restaurants in the ‘50s
because they were seen as a form of rebellion against conformism.

 Over 50% of denim is produced in Asia, specifically China, India, and Bangladesh.

 To eliminate the shrinkage, most of the denim fabric is washed in water after coloring.

 Indigo that is used for the coloring of denim for jeans is a very old color which was made
from plants but now is synthetically made.

 Stretch denim is a type of denim that is used for skinny jeans. It is not made from the
pure cotton, but it has an elastic component such as eglantine.

 Only a few grams of the indigo are required for the coloring of each pair of blue jeans.

 Approximately 450 million pairs of jeans are sold in the United States every year.

 Blue jeans became popular for the first time outside of the United States, thanks to
American Soldiers in World War II wore jeans when they were off-duty.

 Jeans appeared more than 100 years ago, and it changed shape, meaning and symbolism
many times over. They meant hard work, rebellion and wealth among other things.

 It is believed that denim was first invented in Genoa, Italy, as far back as the 1500s. It
was made for the Italian navy to wear while on duty.
 Although the Italians were the first to make it, the material itself came from a French city
called Nimes. ‘De Nimes’, which means ‘from Nimes’ in English, gave the material its
name.
 The word ‘jeans’ comes from the word ‘Genes’, which is the French word for the city of
Genoa.

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 Denim has been around for several hundred years, but in the 1960s, people began to see it
as a sign of rebellion among young people. Establishments began refusing entry to people
in jeans as they were worried they were part of a protest.
 It was first seen in the 16th century, but Levi Strauss was the man who popularised the
material in the 1870s. He made clothes for miners and other working class people since
the material was inexpensive.
 A grand total of 225 pairs of jeans can be made from just one bale of cotton.
 We’re used to seeing blue jeans, but the color is actually created using indigo dye. This
was the best color to hide any dirt which got onto the clothing – ideal for miners and
sailors.
 Each person in America owns an average of 7 pairs of jeans.
 While baggy jeans and bootcut jeans were popular in the 50s, 60s and 70s, lots of people
prefer wearing skinny jeans nowadays. These are made by mixing denim with another
fabric called elastene, which helps to slightly stretch the material.
 Levi Strauss, the creator of the famous brand Levi’s, never wore a pair of his own jeans.
He was a wealthy businessman and jeans were made for the poorer people.
 Denim jeans weren’t known as ‘jeans’ until the 1950s – before this point, they were
referred to more commonly as ‘overalls’.
 In 1936, a label was sewn onto an item on clothing for the first time. It was a red flag
sewed next to the back pocket of a pair of Levi’s.
 Around 7.5 billion feet of denim fabric is produced every single year.
 There are many different styles of jeans available now, including bootcut, skinny and
straight. Some retailers even allow people to customise their jeans, choosing features
such as pocket size, leg length, fit and style.
 Unfortunately, thousands of denim items are manufactured in sweatshops in third-world
countries, even though most denim garments are worn by people in the Western world.
 May 20th is regarded as the birthday of blue jeans, since it was the day when Levi Strauss
patented his idea.

17
 Jeans have featured on several songs by popular artists over the years. Lana Del Rey
released a song titled ‘Blue Jeans’ in 2012, and Neil Diamond released ‘Forever in Blue
Jeans’ in 1979.
 Ripped jeans, also known as distressed jeans, are one of the most popular fashion looks
of the early 21st century. While some people break the bank for a nice quality pair of
ripped jeans, many people follow YouTube tutorials and do a DIY job.
 Every year, around 450 million pairs of jeans are sold in America.
 If you’ve ever wondered why the inside of denim garments are white, this is because only
the outside (warp) is dyed indigo. The weft (interior) is not dyed.
 Some people don’t like ripped jeans, but they do look for a more ‘wore-in’ appearance.
Some clothing retailers, such as Calvin Klein, sell jeans with this look. A variety of
methods are used to achieve it, including beating the denim with rocks.
 Before the 20th century, manufacturers imported indigo from India to create the blue
denim look. Artificial dyes were then created, so imported indigo become less common.
 The oldest pair of jeans to be discovered was found in 1998 down an old mine.
According to the date, they were 115 years old.
 The small pocket in the larger pocket of your jeans was originally designed for a pocket
watch.
 In 2001, George W. Bush decided that staff in the Oval Office were not allowed to wear
jeans anymore.
 While denim is traditionally blue, there are now many other colors available, including
black, red and green. All these colors are achieved with artificial dyes.
 In 1951, popular singer Bing Crosby was refused a hotel room as he was wearing jeans.
In response to this, Levi’s designed a denim jacket especially for him.
 One of the common features of Levi’s jeans is orange stitching, which is sometimes seen
on their jeans. This was first used to match the copper rivets which were first used on
jeans.
 Soldiers during World War II would wear jeans when off duty, as they were comfortable
and casual and allowed them to worry less about getting dirty.
 Yoshida Kogyo Kabushikikaisha is the company which makes 90% of the world’s
zippers for jeans. The initials YKK can often be found on the zippers.
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 1.5.

MAKING OF JEANS.

Like every other product, blue jeans to have a method of making - a manufacturing process
which goes from the cotton field to the fashion store.

There is a long road from cotton to jeans, and every pair has to travel it. We will explain it here:

Everything starts with ginning of cotton. Cotton is picked from fields and processed and baled.
Bales are opened and separated into small tufts. Then, after it is removed from tightly packed
bales and inspected, cotton goes, by means of by air suction, to carding. It goes to the machine
with bent wire brushes called cards. They are doing cleaning from foreign matter, disentangling,
straightening, and gathering the cotton threads into slivers. Those slivers go to spinning
machines that twist and stretch the cotton slivers forming yarn from them. Some of that yarn is
dyed with chemically synthesized indigo dye few times so the color would last longer. After
dyeing yarn is “slashed”. It is coated with sizing (a type of starchy substance) which makes the
threads stronger and stiffer. The dyed and white yarn is then woven on large shuttle-less looms.
Blue threads that form the warp are packed closer together than the white ones, which form the
weft, so the resulting cloth is blue. Cloth of this type is called “denim”.

After it is woven, denim is ready for so-called finishing which means it is brushed to remove
loose threads and lint, skewed which prevents it from twisting and preshrunk. Denim cloth is
then stacked 100 layers thick and cut with high speed cutting machines into pieces needed for
desired designs of jeans. A pair of blue jeans has some ten different pieces from which they are
sewn, like pockets, leg panels, waistband and belt loops. Pieces are sewn on the assembly line of
industrial human-operated sewing machines where each place on the assembly line is assigned a
specific function and does one job, and all the pieces are sewn into a pair of jeans. Jeans are then
prewashed or stone-washed if needed. Prewashing is done in industrial detergent and makes
denim softer. Stone-washing gives faded look. It can be done with smaller or bigger stones.
Smaller stones fade jeans more evenly while bigger give more uneven texture and lines.
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Denim can also be sprayed with sand or chemicals during the wash process to create a worn-out
appearance. A finished pair of jeans is then pressed in large pressing machines that press whole
pants at once. After those jeans are boxed according to style, color, and size and sent to the
warehouse. From warehouse boxes of jeans are sent to stores. Byproducts of manufacturing are
treated according to their biodegradability. Biodegradable ones can be dumped into nature while
those that are not (like starch and dye) must be processed in compliance with all relevant
government regulations.

Blue Jeans are usually made out of 100 percent cotton, but there are types of blue jeans that have
synthetic in them. One of those types is stretch jeans which have 3% of elastane which makes
them stretchy. Rivets are made of copper, while the zippers, snaps, and buttons are usually steel.
Labels are made out of cloth, leather or plastic, and embroidered with cotton thread.

20
 1.6.

PRICE RANGE OF JEANS.

Jeans gives a stylish, trendy and lively look to the wearer. A pair of well designed quality
material denim costs a minimum of Rs 999. Designer labels like Blue Cult, Seven, Joes Jeans,
Pepper, etc are being specially manufactured and the retail price averages around Rs 1999. And,
people are also ready for the ransom. There is something called brand. Loose fitting gap jeans are
available for one third price of designer jeans.
 
Denim has transcended the past decades and is still sustaining a lucrative market for itself. A
garment once worn while doing tough physical work due its strength and durability has now
become a fashion item and is seen being worn by celebrities, and models; accompanied with
pointed heels, and expensive tops. They come in all colors and are worn by people of all ages, at
any occasion, place and time. Fads come and go, but the trend of denim is here to stay forever.

21
 1.7
SWOT ANALYSIS OF DENIM JEANS

1. STRENGTHS:
 Jeans are a wardrobe staple that everyone owns.
 The denim market is segmented into smaller and niche sections, making it easier to target
different consumers.
 Competitors are not competing on exactly the same product, different styles, prices and
materials are available.

2. WEAKNESSES:
 The high impact the cotton industry has on the environment as a result of denim
manufacturing.

22
 The denim market is already dominated by several big brands.
 Most retailers now offer denim as a product line.
 Increase in mid market/ value retailers as a result- negative for the higher end retailers, an
opportunity for the lower market brands.

3. OPPORTUNITIES:
 Better consumer knowledge and power driving the demand for more ethical and
sustainable denim.
 Innovative ways of manufacturing denim and more ways to differentiate from
competitors.
 Slow fashion, people are willing to buy quality and long lasting investment prices.

4. THREATS:
 The market is saturated with existing brands.
 The market is continuously growing, with brands coming up with innovative ways to
compete and stay relevant in the market.
 The ethical denim market already has a number of early entrants which have gained
significant market share.
 Unstable economy results reduced consumer confidence and spending.

23
 1.8

SALES PROMOTION OF DENIM JEANS IN INDIA.

And now, let’s see what the best sales promotion strategies are:

1. BIG DISCOUNTS:
Big discounts may be as old as the trade industry, but it’s an evergreen method of
increasing sales volume.

2. SPECIAL PRICES:
Special prices are basically price cuts, but psychologically they weight heavier, especially
when you sell everything for a tremendously small price. Add a limited period and free
shipping, and you’ll get yourself a massive boost in sales. And a few thousand clients that
will come to you for the rest of their lives. 

3. FREE GIFTS AND GIVEAWAYS:

People still hunt for prizes, rewards and free gifts. This technique suits all types of
businesses, and it can be applied to local business advertising as well as to global scale
advertising. 

4. BUY 1 GET 1 FREE:

Women are notorious for being addicted to shopping. The more, the merrier. The cheaper,
the better. This type of sales deal will arouse any woman’s desire. Paying one item and
getting 2 for the same price is just pure ecstasy.

5. REWARD POINTS:
Reward points may not be as exciting as big discounts, but this strategy still appeals to a
large number of people, especially to loyal customers, who buy from your stores on a
regular basis.

24
6. LIMITED TIME PROMOTION:
Having a big discounts promotion is great, but when you spice it up with a very limited
time duration, people will get even more interested.

7. HOLIDAY PROMOTIONS:
There’s no time like Christmas time to clear your stocks and skyrocket your revenue. Erase
Christmas and replace it with Halloween, Mother’s Day, Easter or Valentine’s Day and you
get the point.

8. SEASONAL PROMOTIONS:
There are four seasons of the year and thus four extra opportunities for you to launch sales
promotions. This is extremely important when you’re selling seasonal products like
clothing and shoes. You need to advertise your spring, summer, fall and winter collections.

9. SPECIAL EVENTS AND PROMOTIONS:

Countless events are happening every year, from football cups to music festivals. Your job
is to find an event that matches your target audience and use it as a pretext to sell your
products. Or you could initiate a deal with one of the top athletes or celebrity involved in
that event and convinces him/her to endorse your brand.

10. FIRST ORDER DISCOUNT:

You can run this type of sales discount all year round on your website or in your shops. It
motivates people to try your products and ensures a positive experience with your brand.

11. COMPETITIONS:
One simple and efficient way of increasing sales and long-term commitment is to organize
a competition. Prize contests have moved from the store area to the internet a long time
ago, which allows us to make use of a wide array of digital tools.

25
 CHAPTER 2:

RESEARCH METHODOLOGY

26
 2.1

RESEARCH METHODOLOGY

“Research is an organized inquiry designed and carried out to provide information for solving
problems.”

- Fred Kerlinger.

“Research is careful inquiry or examination to discover new information or relationships and to

existing knowledge.”

- Francis Rammel.

27
 2.1.

PROBLEM RECOGNITION & SCOPE OF THE STUDY.

To know the best consumer buying behavior and demand into the minds of consumer in
Mumbai city because always we can see that the consumer says something else and buys
or does something else.

Therefore, research is required to measure present consumer buying behavior at the

purchase of denim jeans, so the researcher’s problem is to identify what are the criteria’s
that prospective youth customer takes into account before buying denim jeans.

The main scope of the study is limited to Maharashtra State only.

This study has been made to find out the level of satisfaction the customer has regarding
the quality as well as the service of denim jeans.

28
 2.2.
OBJECTIVES OF THE STUDY.

 To identify buyers behaviors towards branded readymade garments.

 To analyze buyers preference for branded apparels according to their age and income

level.

 To identify the perceived value of the buyers towards the branded apparels.

 To analyze the consumers satisfaction levels and expectation level on branded apparels.

 To determine the factors affecting customer’s choice during the purchase.

 To determine the impact of demographic variables on consumer’s purchasing decision.

 To determine factors affecting customer’s purchasing decisions.

 To explore the underlying motives of consumer’s purchasing intent of denim jeans.

29
 2.3.

LIMITATIONS OF THE STUDY.

Through the detailed investigation is made in the present study, still there are some limitations
which are given below.

 This study is restricted only to the Maharashtra State. So, the results may not be
applicable to other areas.

 This study is based on the prevailing customer’s. But the customer’s perception may
change according to time, fashion, technology, development, etc.

 As per the population of the study is huge; a sample size of less than 100 sample
respondents is only covered which doesn’t reflect to the whole of the Maharashtra State.

 Data collection of exact data for the research is not possible because there is a gap
between what respondents say and what they actually do.

 Information provided by the customers may not be accurate. They may hide some of the
information at the time of filling up the questionnaires.

 According to the time limit of our project, we can cover only the some area.

 During survey some respondents may not give answer in a proper manner.

30
 As in today’s times, people are not interested in filling the questionnaires given to them,
so because of this there are less respondents which results in no proper results in that
given area.

2.4.

SIGNIFICANCE OF THE STUDY

The present study has particularly considered young consumers because of the following
reasons:

 The young members within the family often influence family purchasing decisions.
 The youth consumer segment is a relatively more homogeneous group when used as
research subjects. This is particularly helpful in minimizing random error that might
occur by using a heterogeneous sample such as the general public. The likelihood of error
within the measurement model is inflated by situational factors inherent in diverse
samples (e.g. age, income and social class). This error is reduced when respondents are
homogeneous across demographic and behavioral characteristics.
 Young people are eager to consume and are conscious of their experiences. Hence they
are valid respondents for the study.
 The youth are different from their predecessors with regard to attitudes, language,
culture, lifestyle, orientation and aspirations.
 During the formative period young people learn how to spend their own money and how
to spend it by shopping and influencing other family members to buy that product in the
market.
 The youth comprising of college students frequently go for shopping due to the regular
changes in their tastes, preferences, fashion sense, and fashion ideas which change from
day by day.

31
 2.5
RESEARCH COMPONENTS

Research Design:-

Research design is the plan for collecting the information related to the study. Research design
explains the methods that are used for collecting the information. The research design will focus
attention on the different methods that are used for collection of the data. Also it will help to
solve the problem. Different forms of collecting the data will be tasted in the research design.

In this case, survey method is used to collect the necessary data in the survey method, the
personal interview is used to collect the information from the respondents, and questionnaires are
used. The respondents are visited personally, and the detail information is collected related to the
study. The question mainly focuses attention on the consumer behavior to fulfill the objective of
the study.

Choice of the Research design:-

A research design specifies the methods and procedure for conducting a particular study. Broadly
the research can be grouped in to three categories.

 Exploratory Research
 Descriptive Research
 Casual Research

In my study, I have used descriptive research method to collect necessary information related
to the study.

32
1. Exploratory Research:

Exploratory research is a type of research conducted for a problem that has not been
clearly defined. Exploratory research helps determine the best research design, data

collection method and selection of subjects. It should draw definitive conclusions only
with extreme caution. Given its fundamental nature, exploratory research often concludes
that a perceived problem does not actually exist.

2. Descriptive Research:

Descriptive research, also known as statistical research, describes data and characteristics
about the population or phenomenon being studied. Descriptive research answers the
questions who, what, where, when, why and how...
Although the data description is factual, accurate and systematic, the research cannot
describe what caused a situation. Thus, Descriptive research cannot be used to create a
causal relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.

3. Causal Research:

Causal Research explores the effect of one thing on another and more specifically, the
effect of one variable on another.
The research is used to measure what impact a specific change will have on existing
norms and allows market researchers to predict hypothetical scenarios upon which a
company can base its business plan.
For example, if a clothing company currently sells blue denim jeans, causal research can
measure the impact of the company changing the product design to the color white.

33
 2.6
DATA COLLECTION METHODS

There are two types of methods used data collection i.e. Primary data & Secondary data.

i. Primary Data:-

Primary data are those, which are collected for the first time and they are original in
character. The researcher he to study a particular problem collects there.
Questionnaire carrying various questions regarding research method. Researchers
personally visited to the consumer and ask the questions and sub questions to him
and recorded the answer in the questionnaire.
During the visit to consumer the researcher observe that the consumers are
frightened to disclose of information due to the income tax and sales tax authority.
For this study the researcher did not simply relied on the questionnaire but also
adopted the observation method for collecting real facts.

ii. Secondary Data:-

The secondary data are those, which are already collected by someone for some
purpose and are available for the present study.
Without referring various books, magazines, news paper, hand books, bulletins, the
real facts and information cannot be collected. The books like modern marketing
management, international marketing & also from important marketing websites.

34
SAMPLING PLAN:-

Sampling Plans include

 Sampling Unit
 Sample Size
 Sampling Method.

 SAMPLING UNIT:-
In my study the market survey was conducted in Mumbai Metropolitan City.
Conducted I have covered different areas under my study. Different areas like South
Mumbai, Navi Mumbai and Thane city are covered by me during the study.

 SAMPLE SIZE:-
One of the most important parts for the research is to decide sample size. The
sample size explains how many consumers are covered in the study? The sample
size of my study is 46 respondents.

 SAMPLING METHOD:-
Sampling methods is also one of the important parts of the research for my topic i.e.
the consumer buying behavior towards Pepe jeans I have used simple random
sampling.

35
 CHAPETER 3:
LITERATURE REVIEW.

36
Review of Literature:

Krishna C. V (2011) focused his attention on Private Label Brands in Apparel Retail and
examine how can brand image, sales promotion offers, design and store milieu affecting
consumer preferences for private level brands. In Indian scenario the result conclude that
occupation of the consumer and social class of the consumer has no significant affect effect on
the consumer purchasing preference in choosing private label brands.

K. Balanaga Gurunathanand M. Krishnakumar (2013) studied the apparel purchasing

behavior. Study was focused on Indian consumers and carried out through five dimensions viz.
consumer characteristics, reference groups, store attributes, promotion and product attributes.
Result suggest that features of store, promotional campaign and reference groups are the
important dimensions of apparel purchasing behavior.

Syed Irfan Shafi & C. Madhavaiah (2014), by this experimental study suggest that in fast
growing apparel industry, understanding of consumer psyche is key to success. Study also tried
to express the relationship between demographic variables and consumer purchasing behavior.
Promotional programs can play an important role to attract consumes.

Ritu Narang (2006) in a research analyzed on branded men’s wear, with an intention to explore
the purchase behavior of the buyers of branded jeans wear. The objectives of this research is to
find out the purchase behavior of the buyers of jeans and the study concluded that most of the

37
times buyers visit the showrooms of branded garments with the purpose of shopping. The
purchasing of branded garments is not impulsive. However, compared to women, male buyers
visit the showroom for passing the time; the number of people visiting the showroom with a
brand in mind is same as the number of people visiting the showroom with no brand in mind;
Advertising has maximum impact in creating brand awareness.

Sheik Meeran and Ranjitham (2016) the study has investigate customer perception towards
branded apparel and to ascertain the brand of apparel. The study is a descriptive nature and were
used primary data was collected through the structured questionnaire with the sample size of two
hundred and fifteen male respondents in the particular city. The study reveals that Raymond,
Peter England, and John player remains the top three branded apparels preferred by the
respondents. It is clear that most of the shoppers on branded apparel were highly influenced by
the factors such as durability, reference groups, wider choice of color and design, attractiveness,
price range and celebrity endorser. Most of the customers are expecting reduced price and wider
choice of color and design.

Fernandez, P. (2009), focuses on the impact of branding on youth in choice of clothing as it is

hypothesized that they are brand conscious. He suggests that brand conscious is the right choice
of clothing, which helps them create an image and identity for themselves. Peer influence plays a
crucial role in their choice of brands as it aids in their socialization process.

Khare, A. (2010), suggested that in developing countries, consumers are becoming conscious of
fashion brands. He was directed towards understanding the determinants of fashion clothing
involvement of Indian youth.

Verma, A.P. and Tiwari, K(2011) covered the medium to high potential consumers that
international and national brands can target in the Indian context. This study measures the

38
segment values of some brands those have achieve success in the Indian market. Study shows
that people are becoming mere brand conscious with the increase in income level.

Yin, H.S. and Susan, S. (2012) this study examine the purchase preferences towards foreign and
domestic branded apparels. It was found that preferences towards foreign branded apparels are
related to the level of purchasing power and is not related to the demographics variables.

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION.

39
1. Gender.
 Male
 Female
 Prefer not to say

Gender No of Respondents
Male 30
Female 16
Prefer not to say 0

40
.Interpretation: In my study I found out that out of 46 respondents, 30 were male (65.2%)
and 16 were female (34.8%).

2. Qualification
 10th
 12th
 Graduate
 Post Graduate
 Ph.D

Qualification No of Respondents
10th 3

41
 12th 5
Graduate 23
Post Graduate 15
Ph.D 0

Interpretation: In my study I found out that out of 46 respondents, 3 respondents who

have completed their 10th (6.5%), 5 respondents have completed their 12th (10.9%), 23
respondents have completed their graduation (50%) and 15 respondents have completed
their post graduation (32.6%).

3. Occupation
 Service
 Profession
 Business
 Student

42
 Occupation No of Respondents
Service 6
Profession 15
Business 7
Student 18

Interpretation: In my study I found out that out of 46 respondents, 6 respondents were

doing service (13%), 15 respondents were professionals (32.6%), 7 respondents were
having their own business (15.25) and 18 respondents were students (39.1%).

4. Income (Per Month)

 0-10,000
 11,000-20,000
 21,000-30,000
 31,000-40,000
 41,000 and above

Income (Per Month) No of Respondents

43
0-10,000 21
11,000-20,000 6
21,000-30,000 6
31,000-40,000 0
41,000 and above 13

Interpretation: In my study I found out that out of 46 respondents, 21 have income 0-

10000 (45.7%), 6 have 11000-20000 (13%), 6 have 21000-30000 (13%) and 13 have
income more than 41000 (28.3%).

5. Marital Status
 Single
 Married

Marital Status No of Respondents

Single 31
Married 15

44
Interpretation: In my study I found out that out of 46 respondents 31 were single (67.4%)
and 15 were married (32.6%).

6. How much are you willing to pay for jeans.

 400-700
 800-1200
 1300-1600
 More than 1600.

Willing to pay for jeans No of Respondents

400-700 7
800-1200 14
1300-1600 13
More than 1600 12

45
Interpretation: In my study I found out that out of 46 respondents, 7 were willing to pay
between 400-700 (15.2%), 14 were willing to between 800-1200 (30.4%), 13 were willing to
pay between 1300-1600 (28.3%) and 12 were willing to pay more than 1600 (26.1%).

7. What is the Factor Influenced by you to buy the Jeans

 Self Decision
 Family Members
 Advertisements
 Friends
 Others

Factors No of Respondents
Self Decision 35
Family Members 3
Advertisements 2
Friends 4

46
 Others 2

Interpretation: In my study I found out that out of 46 respondents, 35 made their

own decision (76.1%), 3 were told about their family members (6.5%), 2 were
interested due to its advertisements (4.3%), 4 were told about their friends (8.7%)
and 2 were interested due to some other factors (4.3%).
8. Where do you make your purchase of jeans?
 Online
 Physical Stores
 Exclusive Brand Stores
 Multi Brand Outlets/ Malls
 Others

Particulars No of Respondents

Online 5

Physical Stores 13

47
 Exclusive Brand Stores 9

Multi Brand Outlets/Malls 15

Others 4

Interpretation: In my study I found out that out of 46 respondents, 5 were purchasing

online (10.9), 13 were from physical stores (28.3%), 9 were from exclusive brand stores
(19.6%), 15 were from multi brand outlets or malls (32.6%) and 4 from some other
sources (8.7%).

9. What is your attitude while wearing the jeans?

 Enthusiastic
 Positive
 Indifferent

48
 Negative
 Hostile

Attitude No of Respondents
Enthusiastic 11
Positive 30
Indifferent 3
Negative 1
Hostile 1

Interpretation: In my study I found out that out of 46 respondents, 11 were enthusiastic

(23.9%), 30 were positive (65.2%), 3 were indifferent (6.5%), 1 was negative (2.2%) and
1 was hostile (2.2%).

10. Which color of denim jeans do you prefer

 Blue
 Black
 White
 Grey

49
 Colour No of Respondents
Blue 32
Black 13
White 0
Grey 1

Interpretation: In my study I found out that out of 46 respondents, 32 demanded for

blue jeans (69.6%), 13 demanded for black (28.3%) and 1 demanded for grey (2.2%).

11. How often do you wear your Jeans

 Everyday
 1-3 Times a week
 4-6 Times a week
 Once a month

Time Frame No of Respondents

Everyday 11

50
 1-3 Times a week 14
4-6 Times a week 17
Once a month 4

Interpretation: In my study I found out that out of 46 respondents, 11 wear jeans everyday
(23.9%), 14 wear 1-3 times a week (30.4%), 17 respondents wear 4-6 times a week (37%)
and 4 respondents wear only once a month (8.7%).

12. Do you think there is any need of changing the advertising techniques of different
companies of jeans
 Strongly agree
 Strongly disagree
 Agree
 Disagree

51
 Particulars No of Respondents
Strongly agree 6
Strongly disagree 20
Agree 5
Disagree 15

Interpretation: In my study I found out that, out of 46 respondents, 6 strongly agree that it
should be changed (13%), 20 strongly disagree (43.5%), 5 agree (10.9%) and 15 people
disagree (32.6%).

13. What influences your choice while buying the perfect jeans for you?
 Branded Jeans
 Pricing
 Comfortable Fit
 Store Location

Particulars No of Respondents
Branded Jeans 10

52
 Pricing 13
Comfortable Fit 20
Store Location 3

Interpretation: In my study I found out that out of 46 respondents, 10 respondents

demanded branded jeans (21.7%), 13 respondents wanted a good price (28.3%), 20
respondents wanted a comfortable fit for their pants (43.5%) and 3 respondents wanted a
nearby store location (6.5%).

14. Which brand do you purchase the most?

 Pepe Jeans
 Levi’s
 Killer Jeans
 Spyker
 Zara

Particulars No of Respondents
Pepe Jeans 6

53
Levi’s 8
Killer Jeans 5
Spykar 9
Zara 18

Interpretation: In my study I found out that out of 46 respondents, 18 buy from Zara
(39.1%), 9 buy from Spykar (19.6%), 5 buy from Killer Jeans (10.9%), 8 buy from Levi’s
(17.4%) and 6 buy from Pepe Jeans (13%).

15. What type of jeans you usually wear.

 Branded
 Unbranded

Particulars No of Respondents
Branded 39
Unbranded 7

54
Interpretation: In my study I found out that out of 46 respondents, 39 wear branded jeans
(84.8%) and only 7 wear unbranded jeans (15.2%).

16. Which is your favorite type of trousers

 Jeans
 Cotton Pants
 Formal Pants
 Chinos

Particulars No of Respondents
Jeans 25
Cotton Pants 10
Formal Pants 6
Chinos 5

55
 Interpretation: In my study I found out that out of 46 respondents, 25 respondents
favorite was jeans (54.3%), 10 people’s favorite was cotton pants (21.7%), 6 people’s
favorite was formal pants (13%) and 5 people’s favorite was chinos (10.9%).

17. On an average, how often do you buy a new pair of jeans.

 Every Month
 Every 2-3 Months
 Every time the season changes
 Once in a Year
 Above Once a Year

Particulars No of Respondents
Every Month 2
Every 2-3 Months 18
Every time the season changes 10
Once in a Year 13
Above once in a Year 3

56
Interpretation: In my study I found out that out of 46 respondents, 2 people bought jeans
every month (4.3%), 18 people bought after every 2-3 months (39.1%), 10 people bought
jeans whenever the season changes (21.7%), 13 people bought jeans once in a year (28.3%)
and 3 people bought after more than a year (6.5%).

18. Please rate how important the following characteristics are when you are buying jeans.
Consider that “1” means “Absolutely not Important” and “5” means “Absolutely very
Important”.

57
58
19. Please indicate your level of agreement or disagreement with the following statements,
which best describes your attitude towards. Consider that “1” means “Absolutely not
important” and “5” means “Absolutely very important”.

59
 CHAPTER 5

COMPETITION ANALYSIS OF DIFFERENT COMPANY OF JEANS IN INDIA.

In order to understand the scope for jeans in Indian denim market analysis of competitor brands
is done on the basis of following factors –

1. Fit
2. Style
3. Color
4. Waist rise
5. Material

1. FIT: Fit is the most important parameter for customers while purchasing denim jeans.

60
Below we will analyze various fits provided by the various brands in the Indian domestic
market.

61
2. STYLE: In style various brands provide many options in jeans to the customers.
Below we will analyze various styles provided by the various brands in the Indian domestic
market.

62
63
3. COLOR: Color options provided by brands are almost same; these color options differ
by the amount of percentage offered by brands.

64
4. WAIST-RISE: Waist options provided by brands are almost same; these options differ
by the amount of percentage offered by brands.

65
66
5. MATERIAL: The material options provided by brands are almost same; these options
differ by the amount of percentage offered by brands.

67
PERCEPTUAL MAPPING:

68
 CHAPTER 6:

FINDINGS, CONCLUSIONS AND SUGGESTIONS.

69
 6.1
FINDINGS.

 According to the results of this survey, fit was the most significant and frequent
mentioned attribute.
 Over the last few years, it is apparent that this particular attribute has become
increasingly more important than brand name.
 In today’s 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 like Spykar, Pepe Jeans, Lee and Levi’s
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.
 Today’s consumers, especially among the young generations, 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.
 In general, individuals are concerned about their personal attractiveness and how others
might see them in public. They use different means (including jeans) to enhance and
elevate their overall image, appearance and identity. Simply, individuals want to be more
visually pleasing, and to feel good about their outward appearance and image.
 In this study, denim jeans were used so that we can understand what the consumers want
in the market from the denim companies in the market.
 Denim jeans companies should offer a wide range of styles/fit and size assortments (e.g.,
more sizes in waist and inseam) to accommodate different body types and needs.
 Respondents did not prefer the high rise jeans because they were not fashionable. Thus it
is evident that both aesthetic and functional attributes can play a critical role on the
consumption of denim jeans.
 Fashion designers must pay attention to these diverse dimensional values rather than
merely the concrete or physical aspects of a product.
 Marketers should also investigate and identify those elements that could impact a
consumer’s cognitive and affective response towards denim jeans.

70
 6.2
CONCLUSION.

The research showed that it was difficult to maintain consumer loyalty for apparel brands
because there were many forces representing consumers away such as competition,
advertisement, sales promotional activities of firms, consumers' thirst for variety seeking, fashion
and trends, celebrities influence, etc. From the analysis of this study, it was shown that there are
six factors of brand loyalty that were appropriate in the Indian environment which are, the brand
name, product quality, price, promotion, service quality and store environment. So marketers
should find it useful to understand how loyalty factors influence the consumer buying behavior
in the marketplace, which can help in segmenting consumers and markets for their brands and
marketing communication. Moreover, by identifying the brand personalities that attract
consumers, companies can identify what customers look for in a product, which may help to
improve brand image of the product.

This study provided me an opportunity to investigate the real consumer behavior patterns for
jeans buying and highlight the areas which have not given due importance in the past by the
jeans manufacturers, retailers and the brands. As one of the most significant outcomes it was
observed that fit is the most important criteria while selecting the pair of jeans by male as well as
female consumers. It was also observed that fit related issues are very much prevalently faced by
the consumers even after paying a decent amount for the pair of jeans. It is also observed that
there are a significant number of consumers which may opt not buying the pair of jeans if it
doesn’t fit to them or needs alteration. This is a crucial indicator for customer dissatisfaction and
may cause sales loss to the retailers as well as brands. The study revealed that tight fit jeans
which are having tapered leg and low waistline are in demand of Indian youth. Some of the fit
options were straight forward discarded by the respondents like baggy/loose fit jeans and high
waist jeans because these are out of fashion. These findings may be considered by the fashion
designers and brands while developing the strategy, this may provide them edge in the
competitive business environment of jeans.

The analysis of the data reveals that Pepe Jeans comes very often to mind of customers first. A
large percentage of the respondents opt Pepe Jeans as their first choice and the most important

71
factor that affects the customer’s is brand while making their purchases whereas price is least
considered when we are talking about the buyers of branded jeans. It indicates people are ready
to pay premium prize for the fulfillment of their dressing desires. There were four factors
extracted that influence the customer’s purchasing decisions. The most important factor that
influences the customer purchase decision while purchasing is pre and post purchase satisfaction.
Here the user gains value for their money. The study was not limiting to obtained influential
factors only.

The last but not the least one of the important outcome of the study is that today’s Indian youth is
well aware of brands and latest fashion trends and is willing to pay for the product with
expectation of perfect fit of the product without any compromise to it.

72
 6.3
SUGGESTIONS.
 The different jeans companies should take into consideration to better position their brand
image to their consumers.
 Secondary research revealed that premium jeans are considered the newest trend in the
market.
 I suggest the companies should focus more on Brand awareness in local places as well as
in the international market.
 I suggest that they should make strong channel partners and also focus on their
company’s exclusive showrooms.
 I suggest that the companies of jeans should concentrate more on advertisement. They
should get the proper communicating medium between them and its Market segment as
well as its target market. For that they should give more media ads through T.V. and
other ways to bringing awareness.
 I suggest that the companies has to appoint the potential Marketing Staffs who can show
the difference between Brand and Technology, also can handle the dealers and
distributors.
 They need to introduce more styles in bottom wear (jeans).
 The different companies products are mostly at high price range, they should also be
offering more options in price range of 1500-3000.
 They need to work on their promotional strategies and increase their visibility like other
competitive brand. They should be active more on social media, which is the biggest
source of communication today.
 The companies should make their products with preference ratio of both male and female
so demands and needs of customers can be fulfilled accordingly.
 They should also be making new trendy styles, which is in demand by customers and in
India people are willing to try new things and customer base is shifting more towards fast
fashion.
 The companies should make new products according to customer perception.
 The high end companies should open more stores in tier 2 and tier 3 cities also so that the
tier 2 and 3 cities can also take advantage and the companies can have a goodwill.
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 CHAPTER 7

BIBLIOGRAPHY AND WEBLIOGRAPHY

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1. MARKETING MANAGEMENT BY PHILIP KOTLER
2. MARKETING RESEARCH BY G C BERI
3. WEBSITES:
 http://www.technopak.com/Files/denim-market-in-india.pdf
 https://www.mbaskool.com
 https://writepass.com/journal/2011/10
 https://www.ukessays.com/
 http://www.textilelearner.com/
 https://research-methodology.net/a-brief-literature-review-on-consumer-buying-behaviour/
 https://www.pinterest.com.au/
 https://en.wikipedia.org/wiki/4P
 https://www.pepejeans.com/en_nl
 https://www.myntra.com/pepe-jeans
 http://www.spykar.com
 http://global.levi.com
 https://www.lee.com
 https://www.wgsn.com/en
 https://www.denimpremierevision.com/presentation/pics-vids/
 https://denimology.com/2015/03/trending-patched-jeans
 http://www.imagesfashion.com/content/india-denimwear-market-544.aspx

4. REFERENCE PAPERS:
 Rahman, O. (2011), “Understanding Consumers Perception and Behaviors: Implications
for Denim Jeans Design”.
 . Wood, L.M. (2004) “Dimensions of brand purchasing behavior: consumers in the 18–24
age groups”.
 Rocha, M. A. V., Hammond, L. and Hawkins, D. (2005), “Age, gender and national
factors in fashion consumption”.
 “India Denim Wear Market” (2010), Images Business of Fashion.

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CHAPTER 8

ANNEXURE

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CONSUMER BEHAVIOUR OF YOUNGSTERS TOWARDS BUYING OF DENIM (JEANS).

Dear Respondent, Greetings! My name is Safwan Quraishi and I am a research student of

Mumbai University, Department of Master of Management Studies, Mumbai. My topic of
research is: THE STUDY ON CONSUMER BEHAVIOUR OF YOUNGSTERS TOWARDS
BUYING OF DENIM (JEANS).I request you to kindly spare a few minutes of your valuable
time to fill up the questionnaire. Your responses would be used only for research purposes and
complete confidentiality would be maintained. Thanking You. Safwan Quraishi. Email Id:
safwanbhai4@gmail.com.

*Required

1. Gender?
 Male
 Female
 Prefer not to say

2. Qualification?
 10th
 12th
 Graduate
 Post Graduate
 Ph.D

3. Occupation?
 Service
 Profession
 Business
 Student

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4. Income (Per Month)
 0-10,000
 11,000-20,000
 21,000-30,000
 31,000-40,000
 41,000 and above

5. Marital Status
 Single
 Married

6. How much are you willing to pay for jeans.

 400-700
 800-1200
 1300-1600
 More than 1600.

7. What is the Factor Influenced by you to buy the Jeans

 Self Decision
 Family Members
 Advertisements
 Friends
 Others

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8. Where do you make your purchase of jeans?
 Online
 Physical Stores
 Exclusive Brand Stores
 Multi Brand Outlets/ Malls
 Others

9. What is your attitude while wearing the jeans?

 Enthusiastic
 Positive
 Indifferent
 Negative
 Hostile

10. Which color of denim jeans do you prefer

 Blue
 Black
 White
 Grey

11. How often do you wear your Jeans

 Everyday
 1-3 Times a week
 4-6 Times a week
 Once a month

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12. Do you think there is any need of changing the advertising techniques of different
companies of jeans
 Strongly agree
 Strongly disagree
 Agree
 Disagree

13. What influences your choice while buying the perfect jeans for you?
 Branded Jeans
 Pricing
 Comfortable Fit
 Store Location

14. Which brand do you purchase the most?

 Pepe Jeans
 Levi’s
 Killer Jeans
 Spyker
 Zara

15. What type of jeans you usually wear.

 Branded
 Unbranded

16. Which is your favorite type of trousers

 Jeans
 Cotton Pants
 Formal Pants
 Chinos

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17. On an average, how often do you buy a new pair of jeans.
 Every Month
 Every 2-3 Months
 Every time the season changes
 Once in a Year
 Above Once a Year

18. Please rate how important the following characteristics are when you are buying jeans.
Consider that “1” means “Absolutely not Important” and “5” means “Absolutely very
Important”.
Comfort, Quality, Color, Wash, Stitching, Design/Model, Fashionable, Celebrity of its
Brand, Price and Brand Values.

19. Please indicate your level of agreement or disagreement with the following statements,
which best describes your attitude towards. Consider that “1” means “Absolutely not
important” and “5” means “Absolutely very important”.
 I like jeans as a casual wear.
 I wear only branded jeans
 Branded jeans makes me fashionable
 Branded jeans are a sign of status for me
 I prefer foreign jean brands compared to Indian brands
 I am concerned about the brand I wear
 I spend a lot of money on buying jeans
 I feel good when I buy a new pair of jeans.

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