INTRODUCTION

The study aims to understand the factors that affect the usage pattern among people
for Levis Jeans. While analysing the usage pattern the report also focuses on the
comparative analysis of the usage factors A, B and C Tier cities in the country. The
growing brand loyalty and sales of Levis Corporation in India cities was a major
driver for this study. The growing consumerism and increasing purchasing power of
the people is another factor that guides the project.