A STUDY ON CUSTOMER SATISFACTION TOWARDS LEVI’S JEANS WITH REFERENCE TO SALEM

A STUDY ON CUSTOMER SATISFACTION TOWARDS LEVI’S JEANS WITH REFERENCE TO SALEM

SHEELA A¹, VASUNDRA P²

¹Assistant Professor, Department of MBA, Paavai Engineering College,Namakkal, Tamilnadu,

²PG Student, Department of MBA, Paavai Engineering College,Namakkal, Tamilnadu, India

ABSTRACT

The physical appearance of clothing has been shown to influence consumers evaluation and purchasing decisions. However, favorable product attributes may not always translate into a purchase. In order to gain a deeper understanding of what constitute a consumer’s mind, Levi’s Jeans were used as the research method was employed to illuminate underlying consumer motives. In total, eighty male and female subjects aged from less than twenty-five to forty years participated in this study. The results of this study reveal that the preferred jeans choices were closely related to the fit of the garment, body image and appropriateness of use.

Keywords: Consumer Satisfaction, Levi’s Jeans