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A STUDY ON ATTITUDE OF PEOPLE TOWARDS PEPE JEANS IN SURAT CITY (Conducted on behalf of pepe jeans, Surat)

A Project Report submitted in partial fulfillment of the requirements For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION TO VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

Submitted By: KANANI SANDIP D. T.Y.B.B.A. (Sem.VI) Roll No: 16 under the guidance of PROF. JAGRUTI PATEL MR. ADIL SHAIKH (SERVICE MANAGER) Submitted To: THE CO-ORDINATOR BHAGWAN MAHAVIR COLLEGE OF BUSINESS ADMINISTRATION VESU (SURAT).
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ACKNOWLEDGEMENT
I take the opportunity to express the felling of gratitude toward South Gujarat University for keeping this Project work as a part of BBA course.

With grate pleasure I acknowledge pepe jeans , for their valuable assistance and excellent co-operation by allowing me to receive training. I am a thankful to Mr.Adil shaikh, Administrative Manager, who granted my request for training. I am also a thanks full to all staff members, who directly or indirectly helped me to prepare this project report. I am a very thankful to Ms. Jagruti mam to provide valuable guidance for the preparation of this report. I would like to express my heartful gratitude for their suggestions, views and ideas on my project. Lastly, I would like to acknowledge my friends and all who have directly or indirectly helped me to prepare this project report.

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Certificate
This is to certify that Mr. kanani sandip dulabhai a Students of T.Y.BBA (6th Semester) Marketing having Roll No.16 has prepared project work on peoples attitude towards

company under my guidance and supervision. His Project work has been found satisfactory. I wish him future endeavors. Date :

Place : Surat

Signature of I/c Principal

Signature of Project Guide

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DECLARATION
I kanani sandip., here by declare that the project report entitled attitude of people towards to pepe jeans at pepe jeans iscon mall. under the guidance of Ms. Jagruti patel submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of Business Administration to South Gujarat University, Surat is my original work research study carried out during 5th feb, 2012 to 25th February, 2012 and not submitted for the award of any

other degree/diploma/fellowship of other similar titles of prizes to any other institute/organization of university by any other person.

Signature

Place: - Surat Date:

kanani sandip T.Y.B.B.A. (Sem-VI)

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PREFACE

With great pleasure; I undertake the writing of this report of the industrial training because; it is a fact to be proud that I am one of the very few students, who are presently undertaking education in the field of business administration. As a student of management, the growth and rapid development taken place in the corporate sector, in India. Most encourage me still recently, management is growing baby. Keeping in mind the ever development field of management and the great demand for management cadre in our country. It is our moral and obligatory duty to take this part of studies with great enthusiasm and seriousness and give it importance.

This report gives information about the peoples attitude towards to pepe jeans.

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TABLE OF CONTENTS

CHAPTER

TITLE

PAGE NO

INDUSTRY PROFILE 1 6

2 3

COMPANY PROFILE THEORETICAL FRAMEWORK OF THE STUDY RESEARCH METHODOLOGY

28 43

4 DATA ANALYSIS AND INTERPRETATION 5 FINDINGS OF THE STUDY 6 SUGGESTIONS 7

49

58

69

62

Questionnaire & Bibliography

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INTRODUCTION OF JEANS INDUSTRY:

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Jeans are trousers made from denim. Some of the earliest American blue jeans were made by
Jacob Davis, Calvin Rogers, and Levi Strauss in 1873. Starting in the 1950s, jeans, originally

designed for cowboys, became popular among teenagers. Historic brands include Levi's, Lee, and Wrangler. Jeans come in various fits, including skinny, tapered, straight, boot cut, Mommycut, maternity, and flare. Jeans are now a very popular form of casual dress around the world, and have been so for decades. They come in many styles and colors; however, "blue jeans" are particularly identified with American culture, especially the American Old West

MANUFACTURING PROCESSES
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Dyeing
Traditionally, jeans are dyed to a blue color using an indigo dye Some other colors that can be achieved are pink, yellow, black, and white. These colors are achieved by coloring other fabrics to resemble jeans. Approximately 20 million tons of indigo are produced annually for this purpose, though only a few grams of the dye are required for each pair of these trousers. For more information on dyeing, refer to denim and the discussion there of using pigment dyes.

Pre-shrinking of jeans
In the 1970s Hal Burgess first marketed "pre-washed" jeans. He was a salesman for his father, who owned a large jeans manufacturing company in Cartersville, Georgia. While on a sales trip, there was a flood in the hotel room where Burgess was storing jeans. He asked the hotel owner if he could rent out the pool to wash the flooded jeans. The jeans shrank but Hal decided to market them as 'pre-washed' jeans and sold them two sizes smaller than they were initially labeled. This was the first time 'pre-shrunk' jeans were marketed.

Used look created by sandblasting


Many consumers in Western societies are willing to pay extra for jeans that have the appearance of being used. To give the fabrics the right worn look sandblasting is used. Sandblasting has the risk of causing silicosis to the workers, and in Turkey, more than 5,000 workers in the textile industry have been stricken with this disease, and 46 people are known to have died. Sweden's Fair Trade Center conducted a survey among 17 textile companies that showed very few were aware of the dangers caused by sandblasting jeans manually. Several companies said they would abolish this technique from their own production.

Levi Strauss didnt apprehend the fetish of the denim jeans, while crafting it in 1850s. With the passage of century blue jeans, initially simply sturdy trousers worn by workers, have become a
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constant staple of every wardrobe. Of late, the wonder garment is worn by almost every age group and highly bestowed by the young fashion aficionados. In India, with the increasing domestic demand for denim, being considered as a dress-up stylish fabric, the market prospect is more promising than international demand. As Rajiv Dayal, MD, Mafatlal Denim Ltd. states, The Indian denim market is among the fastest growing market with an expected growth rate of 812%. There is a surge in domestic denim demand due to retail boom. The insatiable Gen-X is on the vanguard of this growth and true to Mr. Dayals statement, global jeans retailers like Levi Strauss, Wrangler, Lee Cooper, Pepe Jeans and other prominent captains of the segment have accelerated their activities in India. The domestic jeanswear market is growing at 10% a year and approximately 80% marketplace is filled with branded segment, thanks to youth brigade. So, there is huge potential for the jeans makers to spread their wings in the Indian market. Lee Cooper, another leading denim wear icon, is in row to enhance its presence by opening more stores. Ameet Panchal, CEO, Lee Cooper (India) Pvt. Ltd. is sure about the brands unparalleled growth in India as, todays fashion conscious Gen X in India knows the difference between a good pair of jeans and a great one and we at Lee Cooper believe that we can fill this gap. With same exuberance, Pepe Jeans London, has a target of opening 300 standalone stores by 2010. Pepes Country Head, Chetan Shah is hopeful about the brands growth, which is at present 25% in the premium jeans and casual wear segment. To accelerate the growth rate, the brand is heading towards retail expansion into tier II and tier III cities, and Chetan marked this as a win-win situation for the brand as according to him, The potential here is huge and untapped.The retail rampage and the escalating consumerism, wrapped up with brandmania, are slowly but steadily trapping the consumers here and the robust profit of Koutons Strengthens this fact. Koutons Retail declared that the company would have 1,000 Koutons stores and 2,000 Charlie Outlaw stores by 2011. The brand is on transforming verge, especially in small towns and cities.
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So desi home grown jeans and denim manufacturers too are leaving no stone unturned to capture a potential market share posing as affordable brand to lure youngsters. More and more denim manufacturing companies are busy with outlining new retail roadmap to become as a one stopshop destination in lifestyle fashion wear. For instance, Aarvee Denims and Exports Limited (ADEL), has launched the first fashion brand, DE EXTASE to make a high fashion statement and is ready to open 100 outlets by the end of 2009. Another legend of the textile and denim industry, Arvind Mills, has tugged Abhishek Bachchan as brand ambassador for its first denim jeans, Flying Machine to attract young customers. Similarly, Indias premium U:th fashion clothing brand, SPYKAR, is also making a mark among youngsters. According to Sanjay Vakharia, Director-Marketing, Spykar Lifestyles Pvt. Ltd., Till date, Spykar has marked its footprint in more than 450 MBOs & all large format stores across India and promises to reach the number to 300 by the end of 2010. Reliance Retail is successfully running its exclusive apparel store under the 'Reliance Trends' targeting the middle class by offering a pair of jeans for Rs. 199! Surely, these initiatives will be a beginning to captivate the hearts of consumers of all ages but of course, price would be the core concern, apart from quality and semblance. According to reports, about 35 million consumers in India are purchasing over 44 million pairs of jeans. The primary consumer group in India is categorized from the 16 to 25 age group, while the secondary target is 25 years and above, who purchase jeans basically due to its functional purpose. In the middle segment (Rs 1,000/- to 2,000/-) Levis, Pepe, Lee Cooper, Wrangler etc. are in dominative echelon. While the rest of the segment (300 and above) is covered by localized manufacturer brands or in discount range by some famous brands. Besides price strategy, retail presence is another issue for the brands to enhance their growth. The way fierce competition is shaping up, more and more companies are on prowl to find unique ideas to cosset potential consumers through their brands. Association with fashion shows, musical night sponsoring films and opening up new contests etc. are some of the idiosyncratic

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proposition for the brands to leverage their growth and to be all the rage among their targeted consumers.

HISTORY OF THE JEANS INDUSTRY:

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The word "jeans" comes from the French phrase bleu de Gnes, literally the blue of Genoa Jeans fabric, or denim, originated in the French town of Nimes, from which 'denim' (de Nmes) gets its name. Dry goods merchant Levi strauss was selling blue jeans under the "Levi's" brand to the mining communities of California in the 1850s. One of Strauss' customers was Jacob davis a tailor who frequently purchased bolts of cloth from the Levi strauss & co.Wholesale house. After one of Davis' customers kept buying cloth to reinforce torn pants, he had an idea to use copper rivets to reinforce the points of strain, such as on the pocket corners and at the top of the button fly. Davis did not have the required money to purchase a patent, so he wrote to Strauss suggesting that they both go into business together. After Strauss accepted Davis's offer, the two men received U.S. patent 139.121 for an "Improvement in Fastening Pocket-Openings," on May 20, 1873.

In 1885, jeans could be bought in the US for $1.50 (approximately $36 in 2010). Today, a pair of durable jeans can be purchased in the United States for about 40 dollars. On the other hand,
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many brands of jeans are currently available for much less. In the United States, there is a robust resale market for used jeans, and the prices obtained for these pre-owned jeans vary tremendously. As the price of cotton rises, the cost of blue jeans is expected to rise as well. Americans spent more than $14 billion on jeans in 2004 and $15 billion in 2005 jeans were simply sturdy trousers worn by workers, especially in the factories during world war 2. During this period, men's jeans had the zipper down the front, whereas women's jeans had the zipper down the right side. By the 1960s, both men's and women's jeans had the zipper down the front. Historic photographs indicate that in the decades before they became a staple of fashion, jeans generally fit quite loosely, much like a pair of bob overalls without the bib. Indeed, until 1960, Levi Strauss denominated its flagship product "waist overalls" rather than "jeans".

After James Dean popularized them in the movie Rebel without a cause, wearing jeans by teenagers and youth and/or young adults became a symbol of youth rebellion during the 1950s. Because of this, they were sometimes banned in theaters, restaurants and schools]Nowadays, however, jeans are worn to many types of venues and events, even some events that ostensibly require formal attire. During the 1960s the wearing of jeans became more acceptable, and by the 1970s it had become general fashion in the United States for casual wear.

Michael Belluomo, editor of Sportswear International Magazine, Oct/Nov 1987, P. 45, wrote that in 1965, Limbo, a boutique in the New York East Village, was "the first retailer to wash a new pair of jeans to get a used, worn effect, and the idea became a hit." He continued, "[Limbo] hired East Village artists to embellish the jeans with patches, decals and other touches, and sold them for $200." In the 1970s the denim industry introduced the Stone washing technique developed by GWG also known as "Great Western Garment Co.". Donald Freeland of Edmorton alberta pioneered the method, which helped to bring denim to a larger and more versatile market. Acceptance of jeans continued through the 1980s and 1990s to the point where jeans are now a
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wardrobe staple, with the average North American owning seven pairs.Currently, jeans may be seen worn by people of all genders and ages.

GROWTH OF INDIAN JEANS INDUSTRY:

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Jeanswear trends started in India truly in the eighties, with the establishment and the movement of brands like Avis, Wings, Flying Machine, UFO, along with international brands like FU's. With the realistic pricing and a "Good jeans for less" proposition, Newport entered into the mass psyche in the mid-nineties. The growth in the domestic jeans and casualwear market is attracting an increasing number of multinationals into the segment. With the Indian youth becoming increasingly fashion conscious and with spending power being consistently on the rise, making life easier for the fast-growing 'premium' category of jeanswear brands. On the other hand, it has been tough times for other segments of the business - one of the underperformers being a mass-market jeanswear brand.

Various apparel categories, excluding innerwear, jeanswear too is connected to brand tags in

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India. A label tag is a must now on the back waist panel of even tailored garments. As regards to contribution of the branded section in each category percentages may vary, approximately 79 percent of the jeans sold in India tagged with label, the rest of jeans are supplied by tailors and localised manufacturers with no-name. Daily in India, there are number of small stores where customized jeans are stitched for as little as Rs 200. And their customers are not only Indians, but Westerners too, and you can find a long queue of Westerners, waiting to purchase customized Jeanswear to be used as wear and throw and it is because of the reality for the Westerners that the availability of a customized piece of clothing at very low pricing. On the other hand, the more and more affluent middle class is amazingly responsive about the charm of branding. Denim wear consumption in India and the business is itself changes almost every day with new modification and new brands, it is also becoming a part of its action by determining the size, character and make up and it also requires a profound market research study. According to a survey report, by considering the aspects of socio-economic, cultural, emotional and functional backgrounds and its applications there are four type of branded Jeanswear market available in India.

Jeanswear trends started in India truly in the eighties, with the establishment and the movement of brands like Avis, Wings, Flying Machine, UFO, along with international brands like FU's. With the realistic pricing and a "Good jeans for less" proposition, Newport entered into the mass psyche in the mid-nineties. The growth in the domestic jeans and casual wear market is attracting an increasing number of multinationals into the segment. With the Indian youth becoming increasingly fashion conscious and with spending power being consistently on the rise, making life easier for the fast-growing 'premium' category of Jeanswear brands. On the other hand, it has been tough times for other segments of the business - one of the underperformers being a mass-market Jeanswear brand.
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Super Premium Segment (Rs. 2000+)- brands like Tommy Hilfiger, Hugo Boss, AN Jeans, Rocky S Jeans, Rather Jeans Premium Segment (Rs. 1000-2000)- Pepe, Levi's, Lee, Wrangler Middle Segment (Rs. 500-1000)-Most Indian brands cover both Middle and Premium categories Economy Segment (Rs. 300-500)-Ruff n Tuff, Newport, Impact, Thunder as well as in store labels like West sides SRC and 2Fast4U that are priced between Rs. 375 to Rs. 600 At the lower and unorganized end of Jeanswear market the price is assumed as under Rs.300. Where as most Indian brands cover both Middle and Premium categories. In the year 2008-09 about 34 million pieces of jeans were sold, which accounted to a market value of Rs1363 crore. The Super Premium brand jeans was almost not there in the market (about Rs.3 crore), until 2008-09, as there were only few companies. At this time, the Economy segment (Rs.300-500) was accounted to about Rs.500 crore. The premium (Rs.1000-2000) and middle segments (Rs.500-1000) reached to Rs.150 crore and Rs.400 crore respectively. Until this time, consumption per pair of jeans continued predominantly under the Rs.1000 mark as its top limit. Then a clear pattern observed in the period of 2009-10, the premium and middle segments rose at approximately 20 and 15 per cent respectively. In other words we can say, jeans priced above Rs.1000 were sold more than those under. The Economy segment grew at approximately 10 percent, while the total market size grew by approximately 10.8 per cent over 2008-09, with 37 million pairs of jeans raking in only over Rs.2200 crore in sales in 2009-010. The report shows that, of all the price bands, the premium segment performing a large amount of visible and faster growth. During the period of 2010-20011, the premium segment performed with the 25 percent rise with a market value of Rs.2500 crore.
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The Economy segment maintains a steady growth at 10 per cent with a coverage over 15 million pieces in the Rs.300-500 price value shifting to retail shelves. Thanks to the fastest growth in the premium segment, together with a rise of the high-value Super-premium ranges (30,000 pieces causing Rs.9 crore in sales), reached to Rs.1690 crore with its 11.9 percent, the overall jeanswear business also increased at a percentage point higher. This key improvement of the super premium price range within a few years is amazing. In 2007, if a brand was introduced at Rs.1100, it was considered as 'super premium' while the same price, the same product in 2009 would build it hardly to premium segment. For the year 2010-2011, the study projected a further fastest growth for jeanswear as a category, at about 12.5 per cent. Once again, from the Premium segment, the highest growth is likely to occur though growth will stay at 25 percent. The Middle segment was also projected to maintain the period of 2008-2009 at 15 percent, and carried about Rs.1700 crore from eight million pieces. The Economy segment is also performed steady rise - 10 percent - with nearly 17 million pieces shifting to the retail shelves. Approximately 43 million pairs of jeans are expected to be sold during the period of 2010- 2011, with menswear obtaining with the major share - 76 per cent, women wear at 17 per cent and kids wear at 7 percent. By the end of the present financial year, the jeanswear market in India would witness valuation about Rs.2500 crore.

YEAR

RS(CARORE) 20

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2008-09 2009-10 2010-11

1700 2200 2500

TOTAL SALES OF THE JEANS IN INDIA


2500 2000 SALES 1500 1000 500 0 2008-09 2009-10 YEAR 2010-11

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In addition to women's wear, the scenario of market in denim wear brand is prospective for the kids wear market. For children, in addition to just clothing, denim can perform more significantly in accessories and functional products. However, there remains some doubt on how to deal with the attention to the 10-15 years age segment. This is a consumer set that does not fit into most jeanswear brands' core target - 16-25 years - and is also not quite prepared to be treated as 'kids'. For denim, there exists a large base in this age group, which will willingly adopt structured merchandise that connects with their distinct preferences. The year 2005 has been taken as base year for the price range purpose. Then the super premium price range beyond Rs.800-plus could not be imagined as there were not too many offers beyond that range. However, we ourselves were surprised to note that now the super premium range may easily be defined at range of Rs.2000-plus. The time has changed in such a short time. There is a major learning for all of us and specifically for international brands. While judging on the part of the entry strategies for various international brands, the most challenging job is to determine the right price points. There are many aspects - parity with international prices, global positioning, perceived image in the new market, and anticipated positioning in the new market connecting to incumbent brands. And most of the times, a mix of these parameters and their weights is applied to identify with certain other, not likely to definite factors in mind. Unlike developed or established markets, it has much more space to expand on the premium end once the brand is established and customers are well-informed about the differentiation, and the only one factor that has to keep in mind is that the Indian market is growth-driven and is fueled by inflation. The entrance of premium price points in denim market is also determined by the fact that the market was in decelerated phase in 2009-2010. At that time the brands were required to present more value-added products to create consumer look at denim in a different way. As weigh against to "workman's apparel", the denim with embroidery and innovative washes, styling and cuts was found to be more as fashion apparel.
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This change in rank permitted denim to walk around newer and higher price points. And also unlock the giant door for many international brands to strive at higher price points by creating more advance merchandise. Supporting to this, the recognition of denim wear as fashion apparel fascinated many Indian designers to show their strong presence. And also give further merchandise to the premium and super premium ranges. Whereas the denim brands for their continued existence have found some respite at the premium end, the real speed where denim belongs is still uninfluenced. The approximations are that at a price point of Rs.300 for denim jeans, the market could be as big as Rs.2000 crore i.e. larger in value compared to the whole market existed at present. However, the biggest challenge lies all across the supply chain - be it the distribution or retail at front-end or the highly efficient manufacturing at the other end.

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LEADING PLAYERS IN JEANS INDUSTRY:

LEVIS DIESEL PEPE JEANS KILLER JEANS TOMMY HILFIGER LEE

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LEVIS:

Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based inSingapore. The company employs a staff of approximately 10,500 people worldwide. The core Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. From the early 1960s through the mid 1970s, Levi Strauss experienced explosive growth in its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for the brand. Levi's, under the leadership of Walter Haas Jr., Peter Haas, Ed Combs, and Mel Bacharach , expanded the firm's clothing line by adding new fashions and models, including stone-washed jeans through the acquisition of Great Western Garment Co.(GWG), a Canadian clothing manufacturer, and introducing Permanent Press trousers under the Steepest name.

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LEE:

Lee is a brand of denim jeans, first produced in 1889 in Salina, Kansas. The company is owned by VF Corporation, the largest apparel company in the world. Its headquarters is currently in Merriam, Kansas, just outside of Kansas City, Missouri. The company states that they are an international retailer and manufacturer of casual wear and work wear and that they have more than 400 employees in the United States. In Australasia, the brand is owned by Pacific Brands since 2007, after it was acquired from Yakka.

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PEST ANALYSIS:

Political/Legal factors Promotional activities are regulated in all countries by legislation. One of pepe jeanss most famous television commercials used the music of Martin Gaye as a background to 1950s image of young man stripping to his boxer shorts and washing his 501's in a laundrette. There has been variety of adaptations were required in local markets. For example, the original commercial had to be re-shot in Australia and Brazil because the local regulations insisted on domestic produced commercials. Furthermore, many South East Asian countries exercised their censorship power and banned the commercial completely (Jeannet et al., 2009). There are relatively few legal restraints upon the choice of distribution channel. However, there are exceptions such as France and China's prohibition against door to door selling which may not be particularly applicable to jeans.

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Economic factors The economic factor is increasingly important in enhancing adaptation. Local markets vary enormously by their disposable income per capita. Therefore, standardising prices would mean that poor countries are likely to have reduced market for jeans. Different levels of income and changes in income levels will affect both the price that can be charged and the product quality that is appropriate for each local market. Prices for jeans do vary very substantially between markets and such price discrimination may be partly for reasons of income but may also be because of the severity of competition and the inaccessibility of the territory. For example, standard Levi jeans in the UK sells for approximately 46 whilst in certain US states 20 is the norm. The nature of the promotional campaign will also be affected by the stage of the economic development of the individual country and therefore require a degree of adaptation. Advertisements for jeans in affluent societies are quite sophisticated and rely on the communication of ideas about lifestyle and imagery. By contrast, advertisements in poor countries are more rudimentarily based upon factors such as function and value for money. Distribution channels may require adaptation in relation to the stage of development of each local market. Advanced countries possess multiplicity of different retail outlets while choices are likely to be much more constrained in less developed countries. Therefore the full range of selling patterns employed for advanced markets cannot be deployed in poorer ones.

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Socio-cultural factors Socio-cultural consists of language, religion, ethnics, values and customer perceptions. It heavily affects the product and promotion elements of the marketing mix because they are the most culture-bound aspects. Differences in culture attitudes lead to enormous variations in product and advertising standards and expectations. Levi wishes to minimise the degree to which culture prevents them from producing standardised promotional campaigns. This is because of the benefits of economies of scale and the higher quality that can be obtained for a single advert than for multiplicity of local adverts. Consequently, pepe jeans paid $550,000 for one series of TV commercials(2010) to use around the globe. However, it should be mentioned that Levi's success turns on its ability to create a global strategy that does not stifle local initiative. It is a delicate balancing act, one that often means giving foreign managers the freedom needed to adjust their tactics to meet the changing tastes of their home markets .

Technological factors Technological considerations concern whether the local market has sufficiently developed technologies to take full advantage of the product. High technologies are required to make full use of the variety of promotional methods using alternative advertising media such as television or Web sites. Similar considerations apply to the distribution of the product. For example, whether consumers can utilise online home shopping facilities. In less developed countries, for example in Africa, where such technologies are in rather inchoate stage, adaptation is required such that a greater extent of use is made of more traditional methods. On the other hand, in developed countries pepe jeans make use of the electronic data interchange system to order and monitor stock levels with their customers such as major department stores in order to avoid costly stock-outs. (2011).

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INTRODUCTION OF THE COMPANY:

In 1973 it was originally just a weekend road side stall on the Portobello Road Market located in west London established by three brothers: Nitin Shah, Arun Shah and Milan Shah. Nitin and his three brothers later started their own company Sholemay Ltd trading, as Pepe Jeans. The brand was named "Pepe", because it was a short word that could be written without much trouble By 1975, the number of market stalls grew to four. One of the stalls was stationed at Kensington Market, which was the selling place of many denim sellers who found success in the jean biz. With the expansion of their business, the brothers opened a Pepe Jeans boutique at Kings Road, London. After that, they opened another boutique at Carnaby Street and a 25,000-feet office
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and warehouse at the Avonmore Trading Estate. Through the 1980s, the denim company achieved European prominence. Pepe Jeans was launched in India in 1989. The brand is currently a leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent. The songs "Heart and Soul" by T'Pau and "How Soon Is Now?" by The Smiths were used to advertise the brand in 1987 and 1988 respectively. Also the supermodel Kate Moss first advertising campaign was for Pepe Jeans. Pepe is a renowned brand in the apparel industry and is amongst the top international jeans and casual wear brand. Pepe offers a wide range of products to its consumers and tries to cover the intended target market through its advertising and promotions. The brand is present across the globe in almost 100 countries with numerous loyal customers. A The brothers wanted to set up a British brand of jeans that would be known globally.

The brand was inspired by London street-wear style and was called Pepe because it was a short two syllable word that was really fast to remember. Pepe was the first brand which enforced that jeans should not be sold hung like a trouser for which they even had to fight with the retailers. By 1980, the brand was competing against the big rival brands like Levi's, Lee, etc. for the No. 1 place in U.S. Pepe became UK's most successful jeans brand and even had Jason Priestly and the popular band 'The Smiths' featured in their advertising campaign. Some of the campaigns were censored as Pepe ads usually teased the boundaries of socially acceptable imagery and norms. This helped them gain the attention of the consumers in the ever expanding world of advertising. Pepe is the fastest growing label in the world and has grown to be more than a $500 million denim and casual wear brand. Brand Image According to Kotler (1988) and Herzog (1963), brand image is the perception of the brand regarding the values it carries in the mind of the consumer. Denims are perceived as a casual wear and the wearer carries an attitude whilst wearing it. Pepe has managed to make denim - a style statement. Pepe Jeans is perceived as a premium and international brand which houses casual wear with the heart of London in the brand. The products offered are contemporary and innovative and the impression it leaves, is
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never missed. The brand image is not a thought on its own, it is engraved in the consumer mind by the marketers through the use of various marketing tools.

The current Pepe jeans logo appeared in 1992.

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FINANCIAL POSITION:
Three Months ($ millions) Ended Nov. 27, 2011 Net $1,344 revenues Net income $44 Three Months Ended Nov. 28, 2010 $1,290 Fiscal Year Ended Nov. 27, 2011 $4,762 Fiscal Year Ended Nov. 28, 2010 $4,411

$86

$138

$157

The companys net revenues grew in each geographic region in fiscal year 2011, primarily due to the strength of the pepe brand and its global store network. Fourth-quarter net revenues were up 4 percent on a reported basis compared to the same period in the prior year and full-year net revenues were up 8 percent on a reported basis from the prior year. Fourth quarter net income decreased from the prior year due to the companys lower gross margin in the fourth quarter of 2011 and a $32 million increase in income taxes, primarily reflecting a $34 million tax benefit recorded in the fourth quarter of 2010. In the face of stiff cost and economic headwinds, pepe jeas grew the top-line for the second year in a row, said Chip Bergh, president and chief executive officer of Levi Strauss & Co. As we move forward, we need to build on this momentum and on our global scale, strong brands and innovation pipeline, while improving profitability and cash flow to deliver sustainable longterm growth. Fourth Quarter 2011 Highlights

Gross profit in the fourth quarter was $624 million compared with $647 million for the same period in 2010. Gross margin for the fourth quarter was 46 percent of net revenues compared with 50 percent of net revenues in the fourth quarter of 2010. The decline in gross margin resulted from the adverse impact of higher priced-cotton, which was not fully offset by the companys price increases, and increased sales to the discount channel to manage inventory. Selling, general and administrative (SG&A) expenses for the fourth quarter increased to $532 million compared with $528 million in the same period of 2010, primarily reflecting expenses associated with organizational changes and the companys investment in information technology. Operating income for the fourth quarter decreased to $92 million compared with $119 million for the same period of 2010, due primarily to the decline in gross margin.

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MISSION OF THE COMPANY:

To sustain responsible commercial success as a global marketing company of branded apparel. They must balance goals of superior profitability and return on investment. leadership market positions and superior product and services. They will conduct their business ethically and demonstrate leadership in satisfying their responsibilities to their communities and to society. Their work environment will he safe and productive and characterised by fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development.

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COMPETITORS: 1)LEVIS:
Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based in Singapore. The company employs a staff of approximately 10,500 people worldwide. The core Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion.

2)TOMMY HILFIGER:
Hilfiger was born in Elmira, New York. The second of nine children, he grew up in an IrishAmerican[family; he claims direct descendence from Scottish poet Robert Burns. His parents originally intended for him to be an engineer. He attended Elmira Free Academy for high school. He also attended GST BOCES Bush Campus in Elmira, New York for Fashion Design. Rather than furthering his education, he started to work in retail at the age of 18. Hilfiger would go to New York City to buy jeans and bell-bottom pants, which he customized and resold at a local downtown Elmira store, Brown's.

3) CALVIN KLEIN:
Calvin Klein Inc. is a fashion house founded by American fashion designer Calvin Klein. The company is headquartered in Midtown Manhattan, New York City[1] and currently owned by Phillips-Van Heusen. Like other fashion brands, Calvin Klein established a monogram: the "cK" emblem.

4)DIESEL:
The company was founded by Renzo Rosso in 1978. Diesel's milestone years include 1985, 1988 the hiring straight out of fashion college of ex-head designer and Creative Director Wilbert Das, 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel's first flagship store on New York City's Lexington Avenue). Renzo said that they learnt marketing from the US, creativity from Italy and systems from Germany. 36 B.M COLLEGE OF BUSINESS ADMINISTRATION

PRODUCTS OF THE COMPANY:

MENS WEAR
Jeans T-shirt Belt Wallet Chain Perfumes Watch Shoes

LADIES WEAR
Jeans Purse Imiation jewelries High Heels Ladies Belt Ladies shoes

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FORMAT OF RETAILING:

Pepe jeanss products are sold through a wide variety of retail formats around the world, including chain and department stores, approximately 15,000 franchise stores dedicated to brands in the company-operated retail network, multi-brand specialty stores, mass channel retailers, and both company-operated and retailer Web sites. There are approximately 2,000 retail stores dedicated to selling this brands around the world.

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PLACE: To provide desired products at proper place. To fulfil the requirements of every locality according to the taste of the people To increase the brand equity by reaching every corner of the world Promotion. To equalize the demand and supply of products at all places.

COUNTRIES:
These countries are Australia, Bangladesh, Brunei, China, Guam, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Pakistan, the Philippines, Singapore, Sri Lanka, Taiwan Thailand. Bahrain, Israel, Jordan, Kuwait, Oman, Qatar, Saudi Arabia,United Arab Emirates Angola, Botswana, Mozambique, Namibia , South Africa. Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru.

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Branches in India Mumbai Delhi kolkata ahmedabad banglore chennai lucknow Surat pune hyderabad chandigarh

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PROMOTION: For the promotion of sales pepe jeans. adopt a very effective but comprehensive strategy. Pepe jeans pays attention to the publicity of its products. The major source of promotion of pepe jeanss is done by creating public relations. selling- Personal selling by the representative of the organization takes place face to face with final consumers. Mass selling- pepe jeans does mass selling to inform a bulk of persons by advertising Advertising Medium :The advertising media used by the company are : Television pepe jeans uses the following promotional strategies to promote its product Personal Fashion Magazines, Newspapers Internet Bill boards, banners etc.

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SWOT Analysis:

Strengths of pepe jeans:


Strong brand name. Large land resources. Existence of a powerful technical basis and building firms. Tradition in industry and an availability of labour force. Superior product performance vs. competitors. Right product, quality and reliability. Highly skilled workforce. High budget and enough money for business. Less integrated than other big groups like levis or lee Industries

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Weaknesses of pepe jeans:


Lack of mission statement on the website Lack of competition Limited funds (Typical in small businesses) Over $200k in inventory (Too much capital invested in inventory)

Opportunities of pepe jeans:


Virtual store (Offering used equipment and possible equipment trade-in) New retail store Proper advertisement (Direct mail, sponsorships, place mats, radio, television advertisement, travel and sports magazines, Verizon yellow book etc.) Better use of database (Identify professionals, use of ACT database) Educational level (Educate customers/Non credit courses through local College) Scuba pool (Within a year) Dive salvage business (Introduction letter and direct mail to local insurance adjusters)

Threats of pepe jeans:


Competition from other developing countries, especially Levis. Continuous Quality Improvement is need of the hour as there are different demand patterns all over the world.

Elimination of Quota system will lead to fluctuations in Export Demand. eographical Disadvantages. International labor and Environmental Laws. To balance the demand and supply. To make balance between price and quality.
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ATTITUDE:

When someone verbalizes an attitude, it is called an opinion, and you hear words such as like, dislike, really dont care. In your next conversation with a friend or family member, notice how many times these words, or similar words, is used. They indicate that an attitude is being expressed. As attitudes are mental positions, they cannot be observed directly. Marketers must infer attitudes through research methods that require customers to express opinions.

Defining attitude
Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object (1996).Attitude is an emotion that all people get when they have other emotions. Attitudes are positive, negative or neutral views of an "attitude object": i.e. a person, behavior or event. Attitude can be described as the tendency to move toward a situation or away from it. It results from either a positive or negative outlook or feeling toward a subject. It involves a like or dislike (based on a habit, a previously formed opinion, or a current snap judgment) for someone or something. The following illustration, provided

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FEATURES OF ATTITUDE:
Attitudes affect behavior of an individual by putting him ready torespond favorably to things in his environment. Attitudes are acquired through learning over a period of time. The process of learning attitudes starts right from the childhood and continues throughout the life of a person. Attitudes are invisible as they constitute a psychologied phenomenon which cannot be observed directly. They can be observed by observing the behavior of an individual. Attitudes are pervasive and every individual has some kind of attitude towards the objects in his environment. In fact, attitudes are forced in the socialization process and may relate to anything in the environment.

MAIN CHARACTERISTICS OF ATTITUDES ARE:


Attitudes are learned from personal experience, information provided by others, and market controlled sources, in particular exposure to mass media. Attitudes are predispositions. A predisposition is an inclination or tendency towards something; attitudes have motivational qualities. Attitudes have a relationship with behavior. For marketers, the behavior of primary interest is product purchase. Remember, however, that we are not suggesting or assuming a causal relationship. Attitudes are consistent. However, this does not necessarily mean that they are permanent; attitudes can change. Attitudes are directed towards an object and are very specific reactions to that object. For example, you like x but you dont like y. The term object includes specific
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consumption- or marketing-related concepts, such as product, product category, brand, service, possessions, product use, advertisement, price, medium, or retailer (Schiff man and Kanuk, 1996). What is not obvious from the definition is the fact that attitudes may be situation ally determined. For example, you may really like a McDonald's hamburger for lunch, but you would not want to eat one for breakfast. Similarly, you may really like the food at Pret a Manger but if you were taking your best friend out for a birthday lunch, you would probably not choose to go there. The purchase or usage situation may affect the intensity or change the attitude. .

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STRUCTURAL MODEL OF ATTITUDE:


Why do we study different models of attitude? Models assist us in describing attitudes. Once we have a framework to use in describing attitudes, we are in a better position, as marketers, to explain, and hopefully predict the attitudes of our target consumer, and ultimately their purchase behavior. Why are there so many different models, all essentially describing attitudes? Obviously each theorist or model creator feels that their model is the best and provides answers to all the questions. Each model takes a different view of the number of component parts of an attitude, of 19 how they are arranged, and how the component parts interrelate. No one model provides all the answers to our question What is an attitude and how is it formed. At best, models can just help. Before we look at different structural models, lets review a basic model of the process of attitude formation and the implications for the purchase decision. The basic model shown in Figure 1 provides a starting point and provides some context for reviewing the other models, in particular Fishbeins Theory of Reasoned Action.

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A COMPARATIVE STUDY ON ATTITUDE OF CONTRACEPTIVE METHODS USERS TOWARDS COMMON CONTRACEPTIVE METHODS
BACKGROUND: Family planning is a method of thinking and a life style which is chosen voluntarily and according to the attitudes and responsible determination of the couples in order to promote the hygiene and convenience of the family. This study aimed to identify and compare the attitudes of the users of common contraceptive methods with regard to each method separately. METHODS: The descriptive study was conducted in 2010. The study samples included 378 women using common contraceptive methods as LD pills, IUD (intrauterine devices), condom, withdrawal, tubectomy (females sterilization) and vasectomy as well as withdrawal method. The samples were selected through systemic random sampling from 9 health care centers. The data collection tool was a researcher-made. In order to determine the validity and reliability of the questionnaires, the content validity and Cronbach's alpha correlation coefficient methods were used. In order to analyze the data, the descriptive and inferential statistical methods (ANOVA) were used. RESULTS: Mean score of attitude regarding different contraceptive methods in the group who were users of the same method was above the users of all the methods; however, total attitude score toward the contraceptive methods was approximately similar to each other in all the groups and there was no significant difference among the different groups. CONCLUSIONS: The findings of this study showed that attitude is an important factor in choosing the contraceptive methods; therefore, this issue should to be taken into account by the family planning planners and consultants.

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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.

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OBJECTIVES OF THE STUDY:-

The main objective of the study can be explain as below: To know how many persons are willing to buy the pepe jeans. To know the different criteria that the customer undertakes while purchasing the jeans. Through customer buying behavior, we can know the current position of pepe jeans in the market. Also the study will provide detail about the automobile sectors and the position of the company will be known.

SCOPE OF THE STUDY:Scope of the study is to know the attitude of people about pepe jeans through of different areas. Piplod,ghod dod road in Surat city.

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LIMITATION OF THE STUDY:-

The limitation of the study is given below: The research area is very limited and the market area of the pepe jeans is very vast. The survey was limited only to the surat city The time period of the survey being only one months it was not possible to conduct a highly in depth and detailed study, which in turn might affect the hindings. In some Cases, The response rate has not been so good as far as the survey work is concerned.

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.

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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.

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.

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.
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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 colour white.

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DATA COLLECTION METHODS:-

There are two types of methods used data collection i.e secondary data & primary data.

(1) 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.

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(2) 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.

SAMPLING PLAN:-

Sampling plan includes. (A) Sampling unit (B) Sample size (C) Sampling method

(A) Sampling Unit:In my study the market survey was conducted in surat city. Conducted I have covered different areas under my study. Different areas like kamrej, amroli, varachha & other areas of the city are covered by me during the study.

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(B) Sample Size:One of the most important part for the research is to decide sample size. The sample size explains how many consumers are covered in the study?

(C) Sampling Method:Sampling methods are 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.

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1. Have you ever visit pepe jeans? Yes No

Percentage Yes No 78% 22%

22% Yes No 78%

Interpretation: From above chart I find most of people visit pepe jeans show room. 78% people visit pepe jeans show room and 22% people have not visit pepe jeans show room.

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2.Which Brand do you purchase most?

Particular Pepe jeans Levis Killer Jeans Spykar Other

Percentage 43% 23% 14% 12% 8%

8% 12% PePe jeans 43% 14% Levis Killer Jeans Spykar Other

23%

Interpretation: From above chart I find 43% people purchase pepe jeans, 23% people purchase Levis jeans, 14% people purchase Killer jeans, 12% people purchase spyker jeans and 8% people have a purchase other brand jeans.
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3.Does pepe jeans price are affordable? Percentage Strongly agree Strongly disagree Agree disagree 48% 25% 12% 15%

15%

Strongly agree 12% 48% Strongly disagree Agree disagree 25%

Interpretation: From above chart I find48% people strongly agree with pepe jeans price 25% people strongly disagree with pepe jeans price 12% people agree with pepe jeans price 12% people are disagree with pepe jeans price
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5.How often do you buy jeans? Particular Once in month Once in two months Once in three month Once in year Percentage 6% 16% 75% 5%

5%

6% 16% Once in month Once in two months Once in three month Once in year

73%

Interpretation: From above chart I find Most of people have buy jeans in once in three months.6% people purchase jeans in once in month, 16% people purchase jeans in once in two month, 73% people purchase jeans in once in three month, 5% people purchase jeans in once in year.

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6.Which kind of jeans you like to purchase from pepe jeans?

Particular Casual wear Formals Denims Blazers

Percentage 24% 23% 27% 26%

26%

24% Casual wear Formals Denims Blazers 23%

27%

Interpretation: From above chart I find 24% people purchase casual wear, 26 % people purchase formals, 27% people purchase denims, and 26% people purchase blaze
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7.What influences your choice? Brand Jeans Pricing Comfortable fit Store location

10% 30% 17% Brand Jeans Pricing Comfortable fit Store location

43%

Interpretation: From above chart I find 30% peoples purchase according to brand, 43% people purchase from price, 17% people purchase according to comfortable fit, and 10% people purchase according to store location.

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8.How much do you Spend an Average per pair?

Percentage 500-1000 1000-1500 1500-2000 More than 2000 42% 29% 19% 10%

20 40 strongly agree strongly disagree agreed disagreed 30 10

Interpretation: From above chart I find 42% people purchase from Rs500-1000 29 % people purchase purchase from 1000-1500, 19% people purchase purchase from 15002000, and 10% people purchase from more than 2000.
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9.Do you think any kind of change in advertising in pepe jeans? Strongly agree Strongly disagree Agree disagree 40 20 30 10

20 40 strongly agree strongly disagree agreed disagreed 30 10

Interpretation: From above chart I find most of people think that change is required in advertising.

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10) How would you rate the overall performance of pepe jeans showroom? Excellent Good Fair Poor Very bad 29 23 17 20 11

11 29 excellent 20 good fair poor very bad 17 23

Interpretation: 29% people rated excellent to pepe jeans showroom.23%people think that show room is good.17%peple said it is fair.20%people think that it is poor.

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11) Do you agree with that the pepe jeans is complete family shop? Yes No 73 27

27

yes no

73

INTERPRETATION: 73% people said yes pepe jeans is a complete family showroom.27% people think that it is not complete family showroom.

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FINDINGS

In age wise distribution most of the respondents comes in the group of 31 45. 78% respondents are visited pepe jeans. 43%respondents are purchase pepe jeans,23%respondents are purchased levis. 48%people think that price of pepe jeans is affordable to buy. Out of total respondents 47% respondents that prefer pepe jeans while 35 % prefer levis. 75 % respondents are buying jeans once in three months. 43 % respondents are buying jeans according to the price of the jeans. Out of total respondents 56 % respondents see the criteria when they purchase the jeans. 29%respondents think that pepe jeans performance of showroom is excellence. Out of total respondents 73 % think that pepe jeans showroom is complete showroom.

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SUGGESTIONS:
Pepe jeans 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 company should more focus on Brand awareness in local places as well as in an international market. I suggest that company should make strong channel partners and also focus on companys exclusive showrooms. I suggest that company should more concentrate on advertisement. The company should get the proper communicating medium between the company and its Market segment as well as its target market. For that company should give more media ads..Through T.V. and other ways to bringing awareness. I suggest that Cubit has to appoint thepotential MarketingStaffs who can show the difference between Brand and Technology, also can handle the dealers and distributors.

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Bibliography:1. Marketing management 2. Marketing research 3. Websites www.google.co.in www.pepejeans.com www.opel.co.in 4. Magazines & Brochures By Philp Kotlar. By G C Beri

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QUESTIONNAIRE
Personal Details
Name Address Cell No : : : ....

1. Have you ever visit pepe jeans? Yes No 2. Which Brand do you purchase most? PePe Jeans Levis Killer Jeans Spykar Other

3. Does pepe jeans price are affordable? Strongly agree Strongly disagree agree disagree

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4. How often do you buy jeans? Once in month Once in two months Once in three month Once in year

5. Which kind of jeans you like to purchase from pepe jeans? Casual wear Formals Denims Blazers

6. What influences your choice? Brand Jeans Pricing Comfortable fit Store location

7. How much do you spend an Average per pair? 500-1000 1000-1500 1500-2000 More than 2000

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8. Do you think any kind of change in advertising in pepe jeans? Strongly agreed Agreed Strongly disagreed Disagreed

9) How would you rate the overall performance of pepe jeans showroom? Excellent

Good

Fair

poor

Very bad

10)Does any of the following point pepe jeans become unique?

Excellent Scheme Promotion Status Symbol Other

Average

Good

Bad

11)Do you agree with that the pepe jeans is complete family shop? Yes No 12. Any suggestions : _________________________________________ _________________________________________ _________________________________________
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