Final Research Report

Advertising Research / ADV3500 / Sect. 9212

Team Secta
Michael Cheng / Jamie Daigle / Danny D’Apuzzo
Dayana Falcon / Chris Kaman / Corry Salm

Submitted: April 19th, 2010

 Table of Contents

Executive Summary…………………………………………………………………………….…1

Situation Analysis…………………………………………………………………………………3

Industry Analysis………………………………………………………………………….3

Brand Analysis…………………………………………………………………………….3

Competitive Analysis……………………………………………………………………...7

Consumer Analysis………………………………………………………………..……..10

Macro-Environmental Analysis………………………………………………….………12

SWOT……………………………………………………………………………………………14

Opportunity Recommendation for Research…………………………………………….………15

Research Problem Statement…………………………………………………………….………15

Proposed Questions for Qualitative Research…………………………………………………....16

Introduction…………………………………………………………………………………....…18

Problem Statement……………………………………………………………………...….…….18

Research Objectives……………………………………………………………………...…...….19

Research Method…………………………………………………………………………..….…20

Justification for Qualitative Research……………………………………………………20

Justification for Focus Group……………………………………………………….……21

Procedure………………………………………………………………………….….…..21

Instruments……………………………………………………………………………….22

Participants……………………………………………………………………………….23

Findings……………………………………………………………………….…………….……24

Theme 1: Fit plays the largest role in the purchasing decision for jeans…………...……24
 Theme 2: Versatility in jeans is important to consumers…………………………..…….25

Theme 3: Consumers do not consider shopping for jeans a fun experience………….….25

Theme 4: Consumers will purchase jeans on an incidental basis…………………..……25

Theme 5: College students are influenced by what their peers are wearing…..……..….26

Theme 6: Participants view Levi’s traditional image in a positive manner…..………….27

Theme 7: The “Go Forth” campaign is raising awareness of the Levi’s brand….....…....27

Future Quantitative Research………………………………………………………………....….28

Introduction……………………………………………………………………………..…....….30

Problem Statement……………………………………………………………………….………31

Research Objectives………………………………………………………………………….…..31

Concepts of Interest…………………………………………………………………………...…32

Research Method…………………………………………………………………………...……34

Justification for Quantitative Research……………………………………………..……34

Justification for Web Survey…………………………………………………………….35

Procedure……………………………………………………………………………...…35

Instruments………………………………………………………………………...…….36

Participants……………………………………………………………………………....37

Findings……………………………………………………………………………………….....37

Purchasing and Shopping Experience……………………………………………………38

Usage of Jeans…………………………………………………………………………...38

Preferences Toward Jeans…………………………………………………………….....39

Attitudes Toward Levi’s and Competitors……………………………………..……….41

Qualities of a Spokesperson…………………………………………………………….41
 Digital Media Usage Patterns…………………………………………………….……42

Research Conclusions……………………………………………………………………...…..43

Bibliography……………………………………………………………………………….…..47

Appendix A: Time Cost Tables…………………………………………….……………….…50

A.1 Secondary Research…………………………………………………….………...50

A.2 Qualitative Research……………………………………………………………...51

A.3 Quantitative Research………………………………………………………...…...52

Appendix B: Comparison of Competition……………………………………………………..53

Appendix C: Comparison of Media Spent………………………………………………...…..54

Appendix D: Pre-Screeners…………………………………………………………………....55

D.1 Qualitative Research………………………………………………………….…..55

D.2 Quantitative Research………………………………………………………….…56

Appendix E: Informed Consent Forms………………………………………………………..57

E.1 Qualitative Research………………………………………………………….…..57

E.2 Quantitative Research…………………………………………………………….58

Appendix F: Moderator Guide………………………………………………………………..59

Appendix G: Participant Jean Categories………………………………………………….…66

Appendix H: Participant Brand Categories……………………………………………..…….69

Appendix I: Cognitive Map……………………………………………………………..……75

Appendix J: Survey Questionnaire……………………………………………………..…….76

Appendix K: Results of Statistical Analysis of Quantitative Research…………………..…..83

 Executive Summary

Since the invention of blue jeans in 1873, Levi’s has prided itself on providing their

consumers with unparalleled quality in jeans resulting in a longstanding traditional image. Team

Secta has identified the importance of Levi’s rich history and traditional image, but recognizes

the need to adapt it to a more contemporary society.

Team Secta conducted secondary research, qualitative research and quantitative research

to gain a greater understanding of the 18-24 year old target market in Gainesville, Florida. By

relying on judgment alone to make advertising decisions, Levi’s runs the risk of not effectively

targeting this market and inadequately spending its $10 million advertising budget. The research

will find out what college students desire in jeans, their attitudes toward Levi’s and competitors,

and the types of people they expect to wear Levi’s and competing jeans brands. Through

research we will also identify in which situations they wear jeans, their digital media usage

patterns, and the type of spokesperson that would best appeal to them.

Overall, the goal of the research was to uncover data to answer these informational needs

in order to determine the most effective way to communicate with 18-24 year old college

students. The objectives of secondary research were to determine Levi’s current position in the

jeans industry and potential opportunities for their brand. Team Secta conducted a company

analysis, competitive analysis and consumer analysis as well as identifying macro environmental

trends that were relevant to the industry. Objectives of the qualitative research were to gain an

understanding of the target’s perceptions of Levi’s brand image in comparison to what they

desire in jeans. We conducted a focus group to gain in-depth information from recruited

participants on their motivations and attitudes toward jean shopping and different jean brands.

After administering the focus group and analyzing the data, we determined seven themes that

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summarized participants’ attitudes and behaviors including: the desire for fit, the desire for

versatility, negative feelings towards shopping for jeans, opportunistic purchasing habits, peer

influence, Levi’s being traditional, and attitudes toward the “Go Forth” campaign. Next, we

conducted quantitative research based on these themes in order to refine and support the findings

from the qualitative research. We created a Web survey with 34 questions relating to the

concepts of interest based on the four meta-themes from the focus group which were: ideal jeans,

purchase environment, Levi’s image and peer influence. We recruited participants to respond to

the survey, and then analyzed the data.

After analyzing the aforementioned research, we present and recommend the following

findings to Levi’s: The participants view fit as the most important factor when purchasing jeans.

This is a key finding and driving factor in the purchasing decision and should be the focus of

Levi’s advertising message. Even though consumers have differing definitions regarding the

perfect fit, Levi’s should emphasize that customers can find their perfect fit due to the wide

variety of cuts and styles that are offered by Levi’s. Advertising should also incorporate the

traditional brand image, which participants view positively, but relate this to a more

contemporary setting. A spokesperson for Levi’s should be relatable because participants are

more influenced by friends and people similar to themselves than by celebrities. Advertising

needs to be placed in digital media such as Facebook and Twitter in order to complement

traditional advertising in other mediums. By utilizing these recommendations, Levi’s will be able

to position itself as a genuine, relatable and iconic brand that offers the perfect fitting pair of

jeans that appeal to the consumer’s individualized style.

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 Project 1:
Secondary Research
 Situation Analysis
Industry Analysis

The apparel industry is comprised of clothing, accessories and shoes. It can be segmented

into menswear, womenswear and childrenswear. In the United States there are about 10,000

companies that combine to have a total annual revenue of $20 billion (“Apparel Manufacture”

Jan. 2010). Of the womenswear segment, clothing held 68.4% market share in 2008

(“Womenswear in the United States: Industry Profile” Sept. 2009). Clothing in menswear held

53.8% market share (“Menswear in the United States: Industry Profile” Sept. 2009). From 2002

to 2007 the jeans market grew 28%; growth is expected to be 18% from 2007 to 2012, just a little

faster than inflation (“Jeans” Mar. 2008). The same report believes that the growth in 2002 to

2007 was “above trend” while the growth expected between 2007 and 2012 is more “normal”.

Premium denim sales rose 24% for women and 45% for men. Sales in 2007 for the jeans market

was $16.7 billion, while the projected sales for 2012 is $19.7 billion (“Jeans” Mar. 2008).

Key players in the jeans market include Levi Strauss & Company, VF Corporation, The

Gap, Tommy Hilfiger Corporation, Liz Claiborne, Inc. and Polo Ralph Lauren Corporation. Levi

Strauss led this market in 2007 with a 26.4% market share; The Gap came in second with 23.9

percent (“Jeans” Mar. 2008). In the apparel industry key players include Levi Strauss &

Company, Benneton Group, Hugo Boss, The Gap and H&M.

Brand Analysis

Levi’s jeans are the original authentic jeans brand. Introduced in 1873 Levi’s are the most

prosperous, highly recognized and imitated clothing brand in history. Levi’s jeans have been an

iconic staple in the lives of many Americans, invented the jeans category and continue to define

the market.

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Brand Attributes and Functions

Levi’s jeans are known for their high quality and long-lasting products. One of the

distinctive characteristics of Levi’s is they are made of a stain resistant material (“Levi Strauss &

Co. Overview” Mar. 2009). Another specific attribute is Levi’s Eco brand jeans, which are made

of all recycled materials. In 1873 Levi Strauss and Jacob Davis received a patent on the copper

rivets that Levi’s still uses to make the jeans durable and long lasting (Levi Strauss & Co. 2009).

Their 501 Series jeans are the best selling and most popular type of jeans that Levi’s makes. The

jeans can be worn in almost every day-to-day situation. They are great work pants that provide

the protection needed in tough situations, but they are also stylish enough to wear in social

situations. There are 117 different types of men’s jeans and 123 women’s jeans targeted towards

people of all ages (“Levi Strauss & Co. Overview” Mar. 2009).

Positioning and Brand Personality

Levi’s strives to provide the world's casual workday wardrobe. The brand is synonymous

with quality. It is the brand of originality, individuality and nonconformity. There are four core

values at the heart of Levi’s: empathy, originality, integrity and courage. The core values are the

source of Levi’s success (Levi Strauss & Co. 2009).

Levi’s website states, “People love our clothes and trust our company. We will market

and distribute the most appealing and widely worn apparel brands. Our products define quality,

style and function. We will clothe the world” (Levi Strauss & Co. 2009).

However, Levi’s did not change their positioning towards premium jeans when the rest of

their competitors did. Now they are trying to rectify that with their new campaign.

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Cost and Margins

Levi Strauss & Company’s net revenues have decreased six percent in the last quarter and

net income has decreased 41 percent (Colbert 2009). The company’s reported results reflected

the challenging global economy and the adverse effect of currency exchange rates compared to

the prior year. Levi’s reported a liquidity position of approximately $386 million of cash, cash

equivalents and availability under its credit facility. The company’s cash position reflected

operating cash flows of $15 million in the quarter (Colbert 2009). Gross profit in the third

quarter decreased to $494 million compared to $532 million for the same period in 2008.

Operating income for the third quarter decreased to $98 million compared to $144 million for the

same period of 2008, largely due to continued costs of retail expansion and unfavorable currency

impact (Colbert 2009).

Price

Levi’s jeans vary widely in price from around $20 to over a hundred dollars. The classic

men’s 501 Series jeans are $60 and the female counterparts are between $50 and $80 (Levi

Strauss & Co. 2009).

Distribution

Levi Strauss & Company is a worldwide corporation organized into three geographic

divisions: Levi Strauss Americas (LSA), Levi Strauss Europe, Middle East and North Africa

(LSEMA) and Asia Pacific Division (APD) (Levi Strauss & Co. 2009).

Levi's jeans are sold in numerous different outlets. They are sold in department stores,

such as JC Penney and Macy’s, specialty and flagship stores and discount retailers, such as

Target.

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Promotions Used Current and Past

In 1984 Levi’s introduced their “501 Blues” Campaign, which emphasized famous blues

singers. Then in 1988 the amusing and clever “Is your fly buttoned?” ads came out. These ads

focused on the button-fly jeans, and featured “real people”. In the 1990s Levi’s advertised their

loose-fitting jeans by depicting glamorous bodies in mid-air showing the benefits of the loose-

fitting jeans (Stevenson Oct. 2009).

The Levi’s ads running now are the “Go forth” ads from the Wieden + Kennedy

advertising firm. A neon sign that says “America” is half-submerged in floodwater. Walt

Whitman recites his poem “America” in the background. We see fireworks, children playing in

run-down neighborhoods, an embattled business executive surrounded by an angry mob and

young people frolicking in blue jeans. Two people hold a banner reading “Go Forth” as they run

(Stevenson Oct. 2009). The strategy behind the campaign is to inspire the target to uphold a

pioneering spirit and to move the brand forward into the future without forgetting their

prominence from the past. Because the “Go Forth” ads are aimed at people under 30 who are

sensitive about being manipulated, it is unsure whether the ads will resonate with the target

market (Garfield July 2009).

Media Spent

Levi Strauss spent $1.387 billion on advertising in 2006 and $1.39 billion in 2007 in the

United States. This is the third highest amount of money spent on advertising following VF

Corporation with $2.173 billion and Liz Claiborne, Inc. with $1.521 (“Jeans” Mar. 2008).

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Competitive Analysis

Overview of Competition

Levi's jeans has many direct competitors; however, the main competitors are Wrangler,

The Gap and Faded Glory. These brands have the highest percentage of purchases among jeans

buyers (“Jeans” Mar. 2008). Indirect competitors include any company that sells other types of

trousers such as khakis, slacks and corduroys, as well as shorts, dresses, skirts, etc. Because all

these types of clothing serve the same purpose and basically have the same attributes besides

materials and brand name, differences between the direct and indirect competitors of Levi's can

be found through the product positioning and personality. Jeans are no longer seen as exclusively

casual but can also be worn for more formal settings therefore making khakis, slacks, skirts and

dresses indirect competition.

See Appendix B for a comparison of direct competitors.

Product Attributes, Functions, Positioning and Personality

Levi's has always been a traditional brand in the jean industry but is beginning to position

itself as a more contemporary, sexy and high-quality brand (Levi Strauss & Co. 2009). Wrangler

is a Western and rugged company and claims to be “made for the outdoors” (Wrangler 2009).

Faded Glory is a fashion-forward brand, which is positioned to move other products such as t-

shirts and outerwear (“Jeans” Mar. 2008). The Gap is an iconic brand for casual basics and uses

the phrase “wearing your passion.” (The Gap 2010).

Price

Levi's and The Gap have similar price ranges and are slightly more expensive than

Wrangler Jeans. Walmart's Faded Glory brand, however, is almost half the price of the other

competitors. Levi's Strauss made $4.4 billion in revenue last year, a .9% increase from the

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previous year. Its total operating profits was $525 million, an approximately 18% decline from

the previous year (“VF Corporation Overview” May 2009). VF Corporation, which owns

Wrangler Jeans, made total revenues of $7.6 billion, a 5.9% increase from the previous year, and

operating profits of $932 million, a 2.7% decrease from the previous year. Of this revenue 36.2%

was through its jeanswear brands, including Wrangler ($2.8 billion, a 4.6% decrease from the

previous year) (“VF Corporation Overview” May 2009). The Gap recorded revenues of $15.8

billion, a decrease of 1% from the previous year; however, operating profits totaled $1.3 billion,

a 7.4% increase. (“Gap, Inc. Overview” Sept. 2009).

Distribution

The Gap and Faded Glory both sell in one specific location. The Gap’s jeans are sold

only within their specialty stores. Faded Glory jeans, because it is a Walmart brand, is sold only

at Walmart locations. Wrangler and Levi's, on the other hand, have a very wide distribution

channel and use similar strategies in disseminating their product. They both sell their jeans at

mass merchandisers such as Walmart and Target. With increased interest in their flagship brands,

like Faded Glory, these merchandisers are beginning to decrease shelf space devoted to these

premium denim brands and allocate more to their own flagship brands. This is a key reason why

Faded Glory is considered a major direct competitor to Levi's. In addition Levi's and Wrangler

both sell at department and national brand stores such as Macy's and JC Penney. Lastly, they

both have their own flagship specialty stores located around the country exclusively selling their

own brand of jeans. Because of their very similar strategies of distribution, Wrangler and Levi's

can be considered very major competitors with each other (“Jeans” Mar. 2008).

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Promotions

While these companies continue to advertise through traditional media, they are starting

to shift attention toward new media by tapping social networking sites, product placements,

digital advertisements and celebrity endorsements. Apparel works well in product placement

because a certain type of lifestyle can be portrayed through the storyline. In January 2008 the

Levi’s 501 Series brand was the focus of a Project Runway episode where contestants were

given a challenge to create a cutting-edge look by using Levi’s Jeans. Levi’s was also featured

on the hit comedy series The Office where the lead character tells his employees to wear jeans

for casual Fridays and later says, “I love my new Levi’s.” The Gap has partnered with iTunes for

a promotion called “Find Your Favorite Fit.” This cross promotion offered free downloads from

iTunes to customers who tried on a pair of jeans and featured print and TV spots with actors

performing in The Gap jeans.

Levi’s and Wrangler also make use of celebrity endorsements by choosing individuals

who are consistent with the brand personality. Wrangler employs individuals such as football

quarterback Brett Favre and NASCAR driver Dale Earnhardt Jr. while Levi’s endorsed the rock

band INXS to promote its “Rock Star” jeans. Though Walmart does not have advertisements

featuring the Faded Glory brand, they have just launched a website for the brand that promotes

its price/value positioning which is consistent with Walmart’s retail philosophy

Levi’s 501 Series ads target a younger audience by showing the jeans as a gateway to a

sexy and exciting lifestyle, whereas Wrangler tends to present their jeans as tough and rugged.

Walmart has recently redesigned its Faded Glory brand, positioning it as a fashion-forward jean

design. As stated before the success of this revamped brand has affected Levi’s because the

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shelf space that was once allocated for Levi’s is shifting to Faded Glory products (“Jeans” Mar.

2008).

Media Spent

Levi Strauss & Company spent less on media than the VF Corporation in both 2006 and

2007. The difference between spending in 2006 and 2007 increased by $257 million.

See Appendix C for a chart on media spent.

Consumer Analysis

Levi’s is currently targeting two prominent segments. Levi’s first current target market is

35-44 year olds who prefer premium jeans (“Jeans” Mar. 2008). Consumers are drawn to

premium denim due to its upscale image, as opposed to function purposes. The current target

market is attracted by the vintage appearance of Levi’s jeans. Levi’s targets the Home and

Family profile of the American population (“Home and Family” 2008). They live in suburban

areas where they own their own homes. This segment enjoys entertaining people in their home

and spoiling their kids. Their lifestyle resembles the American Dream. Levi’s consumers earn a

middle income salary and can afford pricier jeans. Consumers in the Home and Family profile

like clothes that last a long time. Quality is the most important factor to them in a product. They

are family-centered and prefer to be informed in all of their purchasing decisions. They prefer to

shop at department stores and mass merchandisers when purchasing jeans.

Home and Family consumers schedule their life around their favorite TV shows like

SOAPnet. They watch a lot of cable network stations, read magazines on a regular basis and use

the Internet at home. These consumers visit photo sharing sites and engage in text messaging;

however, they do not use new media as heavily as other consumers do (“Home and Family”

2008).

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 The second segment consists of a trendier, younger market. Levi’s hired couture fashion

designers to change their brand to please the growing demographic of younger customers.

Therefore, they have rolled out with flagship stores with premium denim Levi’s lines to capture

the youth market’s attention. For example they plan to go after the slouch fit jeans for men with

an urban culture skater feel and perfectly slimming jeans for women. They have decided to take

out their jeans out of traditional stores into their very own retail stores (“Jeans” Mar. 2008).

Levi’s is the classic tale of the jean industry. Times are changing and the current market

drivers are not thinking of Levi’s as their top jean pick. According to our macro-environmental

research, we found that the Millennial Generation is rising in population making it the new

market driver.

Levi’s potential target market is college students between 18 and 24 in Gainesville, FL.

This potential target market falls under the “Pop Culture” segment (“Pop Cultures” 2008). They

are young ambitious adults who enjoy the extremes of studying and kicking back and having fun.

They are currently enrolled in college and aspire to be the cream of the crop. They are motivated

to buy the latest fashions based on what their favorite celebrities are wearing. A spokesperson

that will appeal to this demographic is someone who is considered trendy and has appeal that is

recognized by both men and women. Celebrities like Meagan Fox and Ryan Reynolds will grab

their attention. The factors they consider when purchasing are to stand out in a crowd and appeal

to the opposite sex. Their point of view on clothing is valuable wardrobe over casual wear

(“Jeans” Mar. 2008). They are the first among their friends to try unique new styles because they

enjoy taking risks. However, they enjoy shopping with friends because they are also secretly

approval seekers. They buy the latest fashions every season and look for their favorite brands

first. Their media usage pattern has Internet written all over it. They like to hear about products

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and services through their personal email and use the Internet to mingle with others. They enjoy

blogging, instant messaging, video sharing, talking through online forums, photo sharing

websites and gaming consoles. Cable network stations such as MTV2, VH1, Fuse, Comedy

Central, TBS and E! are their favorites. They enjoy reading Seventeen and US Weekly. (“Pop

Cultures” 2008).

Macro-Environmental Analysis

Economic Trends

Since December 2007, the United States economy has been in a recession

(“Determination of the December 2007 Peak in Economic Activity” Dec. 2008). This recession

is forcing consumers to spend less money and save what they can. The unemployment rate

reached 10.2% in October 2009, the highest since 1982 (“American Lifestyles” Jan. 2010). This

caused disposable income to decrease, causing consumers to shop more at mass merchandisers to

look for bargains and comparing prices between stores.

Environmental/Sustainability Trends

Due to new information about global warming and sustainability, consumers have

become interested in acting more environment friendly. The “green” market, which is growing in

size, is expected to influence the apparel market (“Jeans” Mar. 2008). Currently, “12% of the

population (35 million Americans) can be classified as ‘True Greens’-individuals who are

passionate consumers of green products. Some 68% (200 million Americans) are ‘Light Greens’-

individuals who purchase green products” (“Green Marketing” May 2008).

Demographic Trends

The Hispanic market is now the largest minority group. With a population of 37 million

people, they surpassed the African-American population in 2003. Because of their size,

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Hispanics are beginning to define what is mainstream. Hispanics enjoy wearing jeans at work or

going out. In 2005, about 42 million Hispanics spent $8.8 million on denim products. The

average Hispanic woman reported owning more than 12 pairs of jeans (“Jeans” Mar. 2008).

Age is another changing demographic. The population of people aged 12-17 is

increasing. This age group has traditionally driven the sale of jeans because of their preference of

shopping at specialty stores. However, the group’s overall spending is down and only a specific

segment of the teen market can afford premium priced jeans. Millennials, those aged 14-31 (born

between 1977 and 1994), are also growing and are expected to represent the largest U.S. age

group by 2012, a 4.8% change from 2002. Eventually this group will define what is popular

(“Jeans is Mar. 2008).

Other Trends

Ethical trends- While category sales for Jeans fell in 2008 due to the recession, the

amount of money given to charities only declined two percent in 2008 (“American Lifestyles”

Jan. 2010). This shows that although people are cutting back on spending, they still feel inclined

to help others who are less fortunate.

Obesity- “According to the National Center for Health Statistics (NCHS) in 2007, more

than 60% of Americans aged 20 years and older were classified as overweight; a quarter of these

American adults were classified as obese” (“Jeans” Mar. 2008). Since people are growing larger

in size, clothing companies have to accommodate styles to the heavier population. “62% of the

U.S. women’s apparel market is plus-sized, and total U.S. sales of plus-size clothing are

predicted to increase 37% at current prices” (“Jeans” Mar. 2008).

Location- Brands of jeans are no longer only offered in department stores. Due to its

popularity, various manufacturers have decided to open flagship stores for their premium jeans in

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locations that will appeal to teens who are fashion conscious (“Jeans” Mar. 2008). This will also

allow the brands to control aspects of the marketing process. Brands which have started doing

this include: Levi’s, Tommy Hilfiger, Liz Claiborne and VF Corporation.

Production- Manufacturing has started moving out of the United States and into foreign

countries that can produce clothing at a lower price. This has caused various companies to start

just designing and wholesaling rather than actually producing clothing (“Men’s & Boys Apparel

Manufacturing in the US” Jan. 2010). To keep a good name, brands avoid being associated with

sweatshops in foreign countries and are demanding better workers rights in overseas factories.

In 2007, it was made illegal in the United States for companies to import products made in

sweatshops (Apparel 2008).

SWOT

Strengths Weaknesses

 Has environmentally friendly jeans, Levi’s  “Go Forth” campaign is not expected to be
Eco effective with target
 Produces a wide variety of jeans product  Levi’s late in joining trend of switching to
lines premium jeans
 Has several distribution channels  Net revenue has decreased by six percent in
 Jeans made of stain resistant fabrics the last quarter
 Patented copper riveting makes jeans
stronger
Opportunities Threats

 Jeans industry expected to grow 18%
between 2007 and 2012
 Hispanic marketing is fastest growing
market from 14.7% to 15.9% of population
 Companies are using new media to reach
consumers
 Mass merchandiser private labels (i.e. Faded
Glory) are becoming more popular due to
cheaper prices
 Popular mass merchandiser private labels
are taking more shelf space
 Currency exchange rates are unstable
 New companies filled the void created
because Levi’s and others lacked innovation

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 Opportunity Recommendation for Research

After conducting secondary research we have found that Levi’s already began to target

18-24 year old college students. That age group falls under the Millennial generation, ages

14-31, which is expected to represent the largest U.S. age group and define future mainstream

trends. Currently, Levi's is struggling to differentiate their premium jeans from their long

standing traditional styles. Because of this lack of differentiation, the young market still

associates their products with the dated tastes of a previous generation. By conducting this

research Levi's can figure out what the target looks for in jeans. As a result they can position

themselves more correctly in order to attract their target consumers.

Research Problem Statement

Previously, Levi's jeans were most popular with older generations because of their

traditional styled jeans; however, the industry trend favors more premium jeans targeting a

younger market. Although Levi's is trying to target these younger consumers, their overall image

is still considered dated by this new potential target market. In essence, Levi's is having a

problem separating their old brand image from their new, more contemporary one. By doing

research, Levi's will gain a better understanding of how to target this demographic by

researching college age students. Research is needed because there is insufficient information

available on college students' attitudes towards premium jeans. By making a decision based on

judgment alone, Levi's runs the risk of not effectively attracting college students. Doing so will

help avoid the skepticism that was associated with the “Go Forth” campaign. Because the college

student demographic is part of the Millennial generation, which is expected to become the largest

age group by 2012, the potential benefits gained by going after these consumers could have

lasting significance for Levi's. Research will need to find out what college students desire in
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jeans, their attitudes towards Levi's and its competitors, in which situations they wear jeans, their

digital media usage patterns, and their preferences for a spokesperson.

Proposed Questions for Qualitative Research

 What Websites do you visit most often?

 How do you use social networking sites?

 Which television programs do you watch?

 Do you prefer purchasing jeans online or in traditional brick and mortar locations, and

why?

 Do you prefer shopping for jeans at department stores, mass merchandisers, or specialty

stores and why?

 How would you define premium jeans?

 In which settings do you typically wear jeans?

 What factors determines how much you pay for jeans?

 Why do you buy new jeans?

 What substitutes do you buy for jeans?

 What is most important factor to you when buying jeans (i.e. price, fit, style, brand, etc.)?

 How does wearing jeans make you feel?

 Where do you think it is inappropriate to wear jeans?

 What type of person would most influence you most to buy jeans? (i.e. peers, celebrities,

etc.)

 What type of celebrity would most influence you to purchase jeans?

 What are your perceptions of current clothing advertisements?

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 Name a jeans advertisement that is memorable to you, and why.

 What do you associate with the brand Levi's? Wrangler? Faded Glory? The Gap?

 How would you describe a typical Levi's consumer? Wrangler? Faded Glory? The Gap?

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 Project 2:
Qualitative Research
 Introduction

Team Secta has conducted secondary research and has identified reasons why Levi’s

needs to conduct primary qualitative research. Through our situation analysis we examined

information pertaining to the industry, brand, competitors, consumers and trends. With this

information Team Secta compiled a SWOT analysis for Levi’s to identify factors relevant to the

product and future opportunities that Levi’s can pursue. Through this, Team Secta has identified

an opportunity to tap into the 18-24 year old male and female college market.

Through our secondary research we have identified key findings affecting Levi’s,

including the trend towards premium jeans, which Levi’s did not immediately follow. Also, we

found our target market, part of the Millennial Generation, is the fastest growing age group in the

United States. They have a strong preference in premium denim, and will determine what is

considered mainstream in the future. As a result Levi’s competitors have jumped ahead and filled

the gap for consumers’ desires.

From our secondary research Team Secta recommends targeting both male and female

18-24 year old college students, a segment of the Millennial Generation. This target market is

ambitious, follows the latest fashion trends, and seeks peer approval. They are heavy Internet

users and enjoy blogging, social networking, and instant messaging. As mentioned before, this

group will be the largest demographic in the country in the near future, making them the most

attractive market for Levi’s.

Problem Statement

Previously, Levi's jeans were most popular with older generations because of their

traditional styled jeans; however, the industry trend favors more premium jeans targeting a

younger market. Although Levi's is trying to target these younger consumers, their overall image

18
is still considered dated by this new potential target market. In essence, Levi's is having a

problem separating their old brand image from their new, more contemporary one. By doing

research, Levi's will gain a better understanding of how to target this demographic by

researching college age students. Research is needed because there is insufficient information

available on college students' attitudes towards premium jeans. By making a decision based on

judgment alone, Levi's runs the risk of not effectively attracting college students. Because the

college student demographic is part of the Millennial generation, which is expected to become

the largest age group by 2012, the potential benefits gained by going after these consumers could

have lasting significance for Levi's. The $10 million budget for Levi’s advertising campaign

would be at risk if there was no research conducted to support an advertising decision. Research

will need to find out what college students desire in jeans and their attitudes towards Levi's and

its competitors. We will also identify the types of people they expect to wear Levi’s and

competing jeans brands, in which situations they wear jeans, their digital media usage patterns,

and the type of spokesperson that would best appeal to them.

Research Objectives

The objective of our qualitative research is to find out what college students desire in

jeans and their attitude toward Levi’s and its competitors. The research will help us to determine

in which situations they wear jeans, the factors that drive them to purchase new jeans, and their

digital media usage patterns. Research will correctly identify the best type of spokesperson for

Levi’s. By analyzing these informational needs, Team Secta can determine the most appropriate

way to communicate with our target market.

Team Secta will conduct a focus group in order to gain a stronger understanding of the

target market’s perception of Levi’s brand image and how this compares to what they desire in

19
jeans. The findings from this research will allow us to identify themes that will help us make an

informed recommendation for Levi’s to effectively target this new segment.

Research Method

Justification for Qualitative Research

After completing secondary research, Team Secta conducted qualitative research to gain

consumer insights about their attitudes towards Levi’s jeans and competing brands, their digital

media usage patterns, in which situations they wear jeans and the factors that drive them to

purchase jeans. Qualitative research is the next logical step because our secondary research

identified that Levi’s was not effectively targeting the 18-24 year old college student market. We

do not have any information on why the Levi’s message is not resonating with the target;

therefore, qualitative research will give us insights into consumer attitudes, beliefs, and

behaviors.

Conducting qualitative research at this point in our study is more beneficial than

quantitative research because of its exploratory nature. It leads to background information that

our moderator will be able to use further probe to get more in-depth information. Qualitative

research will help us gain consumer insights so that we can understand their motivations and

answer our informational needs. Through qualitative research Team Secta can observe first-hand

the consumers’ verbal and nonverbal reactions to our questions. The open-ended questions lead

to rich, in-depth information. Responses to these open-ended questions are descriptive rather

than just statistical. Information obtained from the qualitative research will help us to develop

future research and refine our problem definitions. Qualitative research is quicker and less costly

because of the smaller the sample size of eight to 12 people.

Justification for Focus Group

20
 Team Secta conducted a focus group as a part of our secondary research. In our focus

group, a moderator assisted the group in discussion on the subjects relevant to Levi’s

informational needs. A focus group was chosen over in-depth interviews as the best form of

qualitative research for several reasons. A focus group was better because it is less costly than in-

depth interviews. Focus groups generate deeper and richer discussions between participants, and

group dynamics stimulate thoughts in participants which cause them to view things differently. A

focus group causes spontaneity in participants in that there is an active exchange of opinions, a

reduction of defense mechanisms and a decrease in made up answers.

Though in-depth interviews work well for highly sensitive subjects, the topic of jeans is

not very confidential or embarrassing. It is also necessary to keep our discussion highly

structured and meet certain time criteria, so Team Secta decided a focus group is the best route

for qualitative research.

Procedure

After our secondary research Team Secta decided to conduct qualitative research to better

understand the needs and wants of our target consumer. We decided to conduct a focus group

that consisted of both male and females who are jean consumers and have purchased new jeans

within the past year. Team Secta met on February 18, 2010 to create the moderator guide and

discuss the logistics of our focus group. The moderator guide included the objective for research

and informational needs, guidelines for the moderator, and the discussion guide. We decided on

the date and location of the focus group, the refreshments to be served and delegated the

assignments and responsibilities of each member during the focus group. Each team member

distributed three pre-screening questionnaires to friends and acquaintances, and we chose 10

people based upon their questionnaires in order to get a group of participants that were

21
representative of the target market. The focus group was held in Room 1074 of Weimer Hall at

7:00 p.m. and lasted for approximately one hour. The tables were arranged in a semi-circle with

the participants facing the moderator and the projector screen. An audio device was used to

record the conversation, and all members of Team Secta were present to make observations. We

met on Friday, February 26, to analyze and discuss the findings from the focus group (refer to

Appendix A.2 for a time cost table).

Instruments

A pre-screening questionnaire was used to select appropriate candidates for the focus

group. It asked questions on their personal information along with other questions about their

jeans usage patterns (refer to Appendix D.1 for the pre-screener). The purpose of this pre-

screener was to help select the correct participants for our focus group by ensuring they were

qualified and representative of our target market. Participants were not told the brand that we

were studying at any point in the pre-screener.

After selecting participants Team Secta provided an informed consent form to them. This

form included information about the purpose and procedures of the study. They were also told

that there were no risks involved by taking part in this study and that their opinions would be

kept confidential. Dr. Kim’s contact information was provided in case participants had any

questions or concerns. After reading and agreeing to the terms of the consent form, members of

the focus group were asked to sign and date the document (refer to Appendix E.1 for the

informed consent form).

For the actual focus group study, a moderator guide was given to facilitate and direct the

focus group. The moderator used it to gain an understanding of the objectives and informational

needs of the study. It included directions for the moderator to follow in order to ensure

impartiality as well as rules for the members of the focus group to follow. Also, an introduction,

22
including an icebreaker, was provided to get the focus group members acclimated and

comfortable with the moderator and the environment. The moderator then reminded the

participants of the purpose of the study. The most important part of the moderator guide was the

questions provided to help gain insights into the participants’ behavior, attitudes, and beliefs

towards jeans and digital media. These 29 questions were designed for the members to answer in

great detail, which would help Team Secta get a better idea of factors that could affect Levi’s

current situation and future solutions (refer to Appendix F for the moderator guide).

Participants

Team Secta obtained participants by distributing a pre-screener to friends and

acquaintances at the University of Florida to see if they were in our target market and if they

were jeans consumers. From all of the pre-screeners, we selected 10 participants who were not

only jeans consumers, but would provide a diverse representation of the target market. They

consisted of five females and five males. The demographics of the participants were broad and

diverse. Everyone who participated was between the ages of 18 and 24, owned a pair of jeans

and purchased jeans within the past year. On average the participants said that they wear jeans

four times a week. Because they all had purchased jeans in the past year, every member of the

focus group was familiar with the product category. A majority of the participants currently own

Lucky Brand Jeans and American Eagle. Their majors range from psychology to environmental

science.

Findings

After conducting a focus group and analyzing the participants’ responses, Team Secta

determined seven recurring themes. During the focus group the participants categorized different

23
styles of jeans by their own criteria. This information helped Team Secta identify which factors

are most important to them in purchasing jeans. A different activity conducted during the focus

group had the participants sort pictures of brand logos into categories of their choosing. Team

Secta analyzed this information to determine current consumer perceptions towards jeans brands

(refer to Appendices G and H for participant categories). Though the participants discuss jeans in

general, they do not emphasize strong brand loyalties. The findings show that they have a set

criterion for a pair of jeans that they could potentially buy. In our secondary research we cite the

word “premium” having to do with the fit, quality, style and cuts of jeans offered by brands. In

our focus group consumers like the attributes of premium jeans; however, they thought

“premium” only described more exclusive and expensive designer brands. Our findings reflect

these sentiments and how they relate to the Levi’s brand. Team Secta has also identified four

overlying meta-themes from the qualitative research (refer to Appendix I for the cognitive map).

Theme 1: Fit plays the largest role in the purchasing decision for jeans.

During the focus group most of the participants emphasized that fit was the most

important factor when purchasing jeans. Though they had differing opinions on what styles and

cuts defined a perfect fit, they all agreed that a perfect fit was one that felt good and was their

primary concern in purchasing jeans. This is a key reason why they prefer to go to brick and

mortar locations as opposed to purchasing online. When purchasing a pair of jeans, fit means

more than the brand name.

“When you put them on they feel good.”

“If I found another brand that fits better, I don’t care where they are from.”

“There are few jeans that your body adapts to.”

“If I try them on and they fit good, I’d buy them.”

24
Theme 2: Versatility in jeans is important to consumers.

The participants indicated they prefer jeans that can be worn in any situation. Due to a

fast paced lifestyle, they are looking for jeans that are appropriate for various settings from

casual to formal. All purpose jeans would be ideal for them.

“I think the perfect jeans are both daytime and nighttime jeans at the same time.
Daytime jeans are: maybe it’s a little chilly out, the sun didn’t pop out so
you want them warm and comfortable. You’re at the library all day, so you
can’t go home and change. But you’re going on a date that night so you just
throw your backpack in the trunk and wear your jeans to the date and then to
the bars.”

“[Jeans can be worn in] Any and all situations.”

Theme 3: Consumers do not consider shopping for jeans a fun experience.

Members of the focus groups emphasized their negative attitudes toward the jean

shopping experience. They see it as a long and stressful process that they do not enjoy. With

consumers’ specific preferences and the large variety of jeans, the shopping experience can be

intimidating and adds a challenge to finding the perfect pair. In order to find this perfect pair, it is

necessary for the consumer to try on many pairs of jeans which can be a frustrating process.

“[Shopping for jeans] can be a big ordeal.”

“You have to go with the mindset ‘I’m going to go buy jeans today’.”

“Buying jeans is not a fun experience. You have to try on so many.”

“I only buy jeans when I have to.”

Theme 4: Consumers will purchase jeans on an incidental basis.

The participants expressed that they find jean shopping to be unfavorable; however, if the

opportunity presented itself while shopping for other items, they would try on a pair of jeans. In

the focus group members mentioned that sales and promotions would influence them to try on

the jeans. This could lead to a purchasing decision. They prefer purchasing jeans when it is not

25
their primary objective.

“[Buying jeans] is a spur of the moment thing.”

“If they’re really cheap and I’m looking for other things, I’ll try them on.”

“If there was a ridiculous sale, I would definitely gobble up some jeans.”

Theme 5: College students are influenced by what their peers are wearing.

The specific research we found in our focus group showed us that the participants found

more influence in their style from their peers rather than from celebrities. They relate more to

their peers rather than celebrities and are more attracted to images of regular people with a

lifestyle similar to theirs. Participants noticed what brands of jeans their peers are wearing and

lately have observed more people wearing Levi’s. They identify the brand of jeans by the way

the stitching on the back pockets are designed. For Levi’s they also noticed the trademarked red

tag in addition to the V-shaped stitching on the back pocket. This theme is consistent with the

profile Team Secta created for the target consumer as secret approval seekers in secondary

research.

“I can recognize what the pockets look like.”

“Recently I have been seeing a lot of more people wearing Levi’s.”

“The more you see people wearing a certain thing, you kind of veer that way.”

“[I like to see] people wearing jeans that look like me and doing fun stuff I myself
would do.”

Theme 6: Participants view Levi’s traditional image in a positive manner.

The participants in our focus group repeatedly associated the word traditional with the

Levi’s brand. They did not think that traditional had a negative connotation nor viewed Levi’s as

being outdated. Participants felt that the traditional image was a good attribute for Levi’s to have
26
and associated this with being an all-American brand.

“Levi’s, the American jeans.”

“Polo and Tommy are what I think of as [what] my dad’s generation wears.”

“I feel like Wrangler and Levi’s are the Coors Light and Bud Light of jeans.
They’re simple, straight-forward, interchangeable.”

Theme 7: The “Go Forth” campaign is raising awareness of the Levi’s brand.

Contrary to our secondary research, the “Go Forth” campaign seems to be resonating

with our focus group members. Participants were drawn to the imagery and message of the

Levi’s campaign. They feel it positively reinforces the character of Levi’s as being traditional.

Members of the focus group connected with the campaigns attempt to reach out to a younger

generation while still holding their position as a long-standing American brand. The campaign

served as a reminder of the Levi’s brand by effectively connecting its past with the possibilities

of the future. Not only has it raised awareness, the campaign also sparked interest to try on a pair

of Levi’s jeans.

“[The ‘Go Forth’ campaign] embodies the Levi’s brand.”

“It kind of embodies the timelessness of Levi’s, and it kind of conjures up images
of the past and classic American images. It also makes the point of being
revolutionary and going forth in the past and into the future.”

“It kind of reminds me that they exist.”

“I’m curious and I want try on a pair now.”

“Back in the day Levi’s was the only brand, but recently these other ones have
taken a lot of market share so this is going to hopefully help revitalize
Levi’s and bring them back in the mix with the upper level jeans.”

“That’s the only jean commercial I can think of right now.”

Future Quantitative Research

After conducting both secondary and primary qualitative research, Team Secta believes

27
there are additional opportunities for research. The seven themes extrapolated from our focus

group (fit, versatility, negative feelings towards shopping for jeans, opportunistic purchasing

habits, peer influence, Levi’s being traditional, and the attitudes towards the “Go Forth”

campaign) need to be researched further to gain a better understanding of consumer insights.

Primary quantitative research through surveys will help refine the themes mentioned previously

and help clarify any remaining informational needs, such as digital media usage patterns.

By using the results of the qualitative research we conducted, we can compose an

effective survey to distribute. As mentioned before in our findings, fit, versatility, and peer

influence were major factors when consumers purchased jeans. Our survey will ask participants

how important these factors, amongst others, are to them. It was also stated that going to

purchase jeans is not a fun experience, and consumers do not necessarily buy jeans only when

they are looking for them. Quantitative research will help reveal the ideal conditions for the

consumer to purchase jeans. Participants in our focus group also mentioned how they saw Levi’s

as being a traditional brand of jeans. This attribute was seen as positive for Levi’s jeans. Using

quantitative research will help paint a clearer picture to see whether other consumers feel the

same way. According to secondary research many experts felt the “Go Forth” campaign would

not resonate with the target market. The focus group contradicted this belief and thought the

campaign was appealing. It should be noted that the moderator did not bring up the subject of the

campaign, but rather the group participants mentioned it during a discussion of another topic. In

this case quantitative research will help clarify the contradiction between secondary and primary

qualitative research.

Overall, quantitative research is highly recommended because it will show the best way

to target 18-24 year old college students. Unlike qualitative research, the findings from

quantitative research can be generalized from a random sample to a broader population which

28
reduces the risk of incorrectly applying findings to the whole target market. Team Secta is

confident that conducting this research will not only help illuminate any vague information, but

also strengthen arguments found in our previous research. In essence quantitative research can

build upon the blueprint provided by previous secondary and qualitative research and offer more

statistically consistent data to ensure reliable future recommendations.

29
 Project 3:
Quantitative Research
 Introduction

Team Secta has conducted secondary and primary qualitative research relating to 18-24

year old college students’ attitudes toward Levi’s and its competitors, what they desire in jeans

and their digital media usage patterns. We chose to target 18-24 year old college students who

are a part of the Millennial generation, which will be the largest age group by 2012 and will

decide mainstream trends.

Secondary research gave us an idea of Levi’s position in the jeans market. It also

provided us with information on the Levi’s brand, the competitors in the jeans industry, the

consumers and the macro environmental trends. Through this research, we found that consumers’

preferences in styles and cuts of jeans changed to favor premium denim. However, since Levi’s

did not immediately follow this trend they fell behind in the marketplace.

Primary qualitative research was the next step in our research process. We needed to

conduct further research in order to gain insights into what college students desire in jeans and

their attitudes toward Levi’s and its competitors. After conducting a focus group, we uncovered

seven themes relating to Levi’s and the jeans industry, including the desire for fit and versatility,

positive attitude toward Levi’s traditional image and opportunistic purchasing behaviors. From

these themes we developed four broader meta-themes: ideal jeans, purchase environment, Levi’s

image and peer influence. We learned that participants like the attributes of premium jeans, such

as fit, quality, style and cut. However, they did not like the term “premium” in describing jeans

due to the interpretation of the word as a more expensive designer jean.

30
 Problem Statement

Previously, Levi's jeans were most popular with older generations because of their

traditional styled jeans; however, the industry trend favors more premium jeans targeting a

younger market. Levi's is having a problem separating their old brand image from their new,

more contemporary one. By conducting primary quantitative research, Levi's will gain a better

understanding of how to target the market. Primary quantitative research is needed because there

is insufficient information available on college students' attitudes towards premium jeans. By

making a decision based on judgment alone, Levi's runs the risk of not effectively attracting

college students. Because the college student demographic is part of the Millennial generation,

which is expected to become the largest age group by 2012, the potential benefits gained by

going after these consumers could have lasting significance for Levi's. The $10 million budget

for Levi’s advertising campaign would be at risk if there was no research conducted to support

an advertising decision. Research will need to find out what college students desire in jeans and

their attitudes towards Levi's and its competitors. We will also identify the types of people they

expect to wear Levi’s and competing jeans brands, in which situations they wear jeans, their

digital media usage patterns, and the type of spokesperson that would best appeal to them.

Research Objectives

Team Secta will use quantitative research to further support and refine the themes and

findings gathered in the qualitative research. By conducting research we will gain further insight

into what factors drive college students, aged 18-24 years old, to buy their jeans and how

consumers feel about the Levi’s brand.

The first meta-theme discovered through qualitative research was the different factors

that consumers looked for in their ideal pair of jeans. Through quantitative research we can

31
finally see the relative importance and rating of each of these factors, such as fit and versatility.

By quantifying the results of our consumer’s responses, we can gain a proper ranking of what is

most important to consumers when they are purchasing jeans.

Another topic that can be further explored is the importance of the purchasing

environment for consumers. In the qualitative research we found participants dislike shopping

for jeans. Quantitative research will better specify the ideal shopping setting and what factors

would improve their experience. Levi’s can use this information to understand what they can do

to provide their customers with a better purchasing experience.

Thirdly, we will find out who influences the consumer to buy a pair of jeans. Quantitative

research will find characteristics that consumers find appealing in a jeans spokesperson. In the

qualitative research certain factors, such as peer influence, were also brought up. Conducting

quantitative research will allow Team Secta to better understand this and other influences on the

target. Levi’s can use this information to decide the most appropriate and ideal spokesperson that

will resonate with the target market. In addition, the target’s digital media usage patterns will be

surveyed so that Levi’s can gain an understanding in how to most effectively communicate with

the consumer.

Lastly, quantitative research will specifically show current attitudes toward the Levi’s

brand. While qualitative research seemed to indicate a positive view of Levi’s, these results

cannot be generalized to the entire target population. Quantitative research, however, will

provide results and insights that can be applied to the whole target market.

Concepts of Interest

From the results of the qualitative research, Team Secta uncovered four meta-themes that

we used to create six concepts of interest. Gaining further understanding of these concepts of

32
interest will allow us to obtain the most accurate information so that it can be generalized to the

entire target market.

Purchasing and Shopping Experience

In the qualitative research, we identified a number of factors consumers consider when

purchasing jeans, including a stressful shopping experience and how sales affect their purchasing

habits. Through the survey, we can measure to what extent this is true, and this will validate the

previous findings on this concept.

Usage of Jeans

As our focus group participants stated, there are many instances in which they find it

appropriate to wear jeans. The survey will provide specific data on when, where and why they

wear jeans.

Preferences Toward Jeans

In our focus group we found that there are many factors people look for in their jeans.

The five most important preferences we found are versatility, style, fit, brand name and price.

Questions in the survey will find out the most important preferences to the consumer, so Levi’s

can utilize this in their message.

Attitude Toward Levi’s and Competitors

Every consumer has specific brands that they are accustomed to buying. Previous

research has identified the top competitors in the jeans industry for the 18-24 year old college

market. Quantitative research will provide information on what consumers think about the

brands that are currently competing with Levi’s. In relation to Levi’s, the focus group found that

consumers have a positive view of the brand, and we want to find out if this is true to the general

population.

33
Qualities of a Spokesperson

In our focus group, participants gave insight into what they were looking for in a jeans

spokesperson and who influenced their style. Responses generally sided toward a speaker who

was relatable and most similar to the demographic, not necessarily a famous celebrity. By

conducting a survey, we can generalize who the target market identifies as their biggest influence

and what qualities they seek in a spokesperson for Levi’s. By doing so, Levi’s can be confident

in choosing the correct person to carry the message of the brand to the target market.

Digital Media Usage Patterns

Previous research has not gone in depth about the target’s digital media usage patterns. Through

quantitative research we will identify and quantify which mediums are most utilized by the target market.

Determining this will help Levi’s find the most viable digital mediums in which to place advertising, thus

effectively reaching the target consumers.

Research Method

Justification for Quantitative Research

After completing qualitative research, Team Secta conducted quantitative research

relating to what factors drive 18-24 year old college students to buy their jeans and how

consumers feel about the Levi’s brand. The previous research we conducted has given us a basis

to focus the quantitative research. Secondary research gave us a background through the

previously available information on Levi’s. Qualitative research gave us in-depth information

about consumers in relation to Levi’s that was not already available.

Conducting this form of research complements the findings from qualitative research.

Quantitative research confirms the answers of the qualitative research for a larger sample. We

conducted quantitative research in order to obtain exact and quantifiable answers from the broad

themes found during the focus group. Quantitative research is a structured process that allows

34
Team Secta to obtain statistically reliable and objective data. The questions in quantitative

research are close-ended, which give us definite answers.

Justification for Web Survey

Team Secta will conduct Web surveys for quantitative research. In the surveys we will

gain primary, empirical research in which the data are numerical. This is a formal, objective,

systematic process in which data is utilized to obtain information about the new target market.

The Web survey is the best option for this stage of the research. Personal interviews are

the highest quality surveys, but they are extremely expensive and time consuming. Telephone

interviews would also not be a good fit because they must consist of simple questions, and they

have a high refusal rate. A mail survey is not appropriate because of the extended time the data

collection takes. However, Web surveys combine elements from both personal interviews and

mail surveys. A Web survey is our best option because it is very convenient for the respondent

and is of low cost to us as the researchers. Though Web surveys require special programming

skills, Team Secta will have access to Qualtrics, a Web survey research program. Qualtrics

makes creating surveys simple and straightforward. The program also allows for complex skip

patterns throughout the questionnaire.

Procedure

The first step in quantitative research was to create a Web survey based on the concepts

of interest. Team Secta created this survey by writing questions related to the concepts of interest

and informational needs. After thinking of questions to put in the survey, we created a Web

survey on Qualtrics. The survey began with the informed consent form and followed with the

questionnaire and screener questions. Once the survey was put together and a link was created,

we sent the link to friends over Facebook and to a professor to offer his students extra credit.

35
 The survey launched on Qualtrics on April 1st, 2010 and closed on April 7th, 2010. It took

approximately 10 minutes for respondents to complete. After the survey was closed, we were left

with 106 completed surveys. 93 of these were deemed usable after eliminating surveys that did

not follow the screening criterion. We cannot be certain of a response rate because the survey

was distributed through Facebook and a professor. Due to this, we cannot accurately measure

how many people elected not to take the survey.

Once we determined which surveys were usable, Team Secta analyzed the data and

organized it into findings. The final report was submitted on April 19th, 2010 (refer to Appendix

A.3 for a time cost table).

Instruments

To carry out the quantitative research, we used three tools: a pre-screener questionnaire,

informed consent form and a Web survey. A pre-screener was necessary to ensure the correct

people in the target market were taking the survey. It included questions about their personal

information as well as whether or not they purchased jeans in the past year (refer to Appendix

D.2 for the pre-screener).

An informed consent from was also included at the beginning of the survey. It stated the

purpose of the survey as well as any additional information the participant would need to know.

After reading the information, the user was asked to agree to all terms and conditions. Such

agreements were needed from all participants before they continued the survey to ensure it was

ethical (refer to Appendix E.2 for the informed consent form).

The Web survey Team Secta made was used to compile crucial data to be analyzed after

all the surveys were collected. The survey contained thirty-four questions and took about ten

minutes to complete. Questions were categorized based on what concept of interest was being

36
addressed. The survey went live on April 1st, 2010 and 106 surveys were collected, 93 of which

were usable (refer to Appendix J for the survey questionnaire).

Participants

Members of Team Secta distributed a link to the survey via Facebook to fellow

University of Florida students. These students are between the ages of 18 and 24 and are

consistent with the qualifications of the target market. Although 106 surveys were completed,

only 93 were considered usable after filtering out the surveys that did not meet the pre-screening

requirements. The remaining surveys were deemed unusable due to various reasons, including

non-University of Florida students and not having purchased jeans within the last year. Out of

the 93 usable surveys, 32 were male and 61 were female and all have purchased jeans within the

past year. The mean age of respondents was 20.3 and the median was 20. The most common age

of participants was 21.

Findings

Team Secta created a survey designed to address the concepts of interests on the target

market, including the purchasing and shopping experience, usage of jeans, preferences toward

jeans, attitudes toward Levi’s and competitors, qualities of a spokesperson, and digital media

usage patterns. To analyze the findings from this survey, Team Secta conducted summary reports

on the collected responses. We computed frequencies, proportions, and percentages for the

nominal and ordinal questions through Qualtrics. We chose some of the nominal and ordinal

questions and conducted cross tabulations to compare responses. We also computed mean,

median, and mode for the interval and ratio questions through Qualtrics. These are the most

advanced statistics possible for each of the types of question.

37
 It should be noted that the findings cannot be generalized to the entire 18-24 year old

target market because we could not recruit a random sample for the Web survey.

Purchasing and Shopping Experience

In conjunction with our qualitative research, an overwhelming majority of the

respondents shop for jeans in brick and mortar stores as opposed to online or in catalogs. Despite

the target market’s heavy internet usage, 98% of the participants purchase jeans in store most of

the time (refer to Appendix K, Q.6). When asked if they consider shopping for jeans a stressful

experience, participants tend to disagree. This is contradictory to the findings in our qualitative

research where most of the respondents discussed shopping for jeans as a stressful experience.

After reviewing the tapes from the focus group a second time, it is possible that participants of

the focus group may have expressed this sentiment due to groupthink. Additional results from

the survey confirm that participants are not stressed, but instead show excitement when shopping

for jeans.

In support of the findings from our qualitative research, participants express that when

they go buy jeans it is the main focus of their shopping trip. However, if they are shopping for

something other than jeans and a pair of jeans grabs their attention, participants state that they

will sometimes try them on (refer to Appendix K, Q.20 and Q.21).

Usage of Jeans

We then asked participants about their jeans wearing habits. The largest percentage of

respondents, at 44.09%, says that they wear jeans three to four times per week (refer to Appendix

K, Q.3). 32.26% of participants currently own between five and six pairs of jeans, and of these

jeans, the top three brands are American Eagle (26.15%), Levi’s (11.28%), and Lucky Brand

Jeans (11.28%). These three brands alone account for 48.71% of the responses. In reference to

38
consumers’ jean wearing habits, 32% of respondents say that they wear jeans to class and 31%

say that they wear jeans when they go out at night. These are the top two situations in which the

target market wears jeans. The average consumer also agrees that the jeans they wear out at night

are different than the jeans they wear during the day (refer to Appendix K, Q.13). Since students

go to class during the day and out at night, it can be inferred that they are wearing more than one

pair of jeans per day. This is contrary to the qualitative research and shows that versatility in a

pair of jeans is not one of the most important factors to the target market.

Preferences Toward Jeans

Team Secta broke down the five factors people look for in jeans that we identified from

the qualitative research: versatility, style, fit, brand name and price. The 18-24 year old target

consumer places more emphasis on quality over price. When asked if they mind paying extra for

a quality pair of jeans, participants strongly agree (refer to Appendix K, Q.11). The target market

does not buy the cheapest pair of jeans they can find nor do they go straight toward the sales rack

when shopping for jeans. 56.99% of respondents say that a good fit is the most important factor

to them. While the mode shows that most disagree that they would sacrifice comfort for style, the

mean of the data indicates that if the jeans look good on the consumer, they do not necessarily

have to be the most comfortable (refer to Appendix K, Q.17). Participants ranked the five factors

they look for in jeans, which we established in qualitative research, in order from most important

to least important. Out of the 93 respondents, 53 ranked fit as their most important preference.

Style was next at 39 respondents choosing it as their second most important factor. Price

followed with 36 respondents ranking it as their third most important preference, versatility with

38 respondents as their fourth preference, and finally brand name with 41 respondents ranking it

39
as their least important preference (refer to Appendix K, Q.15). In the open-ended question

regarding their ideal pair of jeans, the majority of respondents talked about fit and/or comfort.

We asked the respondents about what factors would deter them from repurchasing a

brand of jeans. The top three factors are that they tear, shrink in the wash, and are scratchy.

These findings are significant to Levi’s because the 501 Original Shrink to Fit jeans shrink in the

wash. Therefore, this may not be one of the appropriate series of jeans to target toward the 18-24

year old college consumer.

The average consumer has a neutral attitude toward wearing designer jeans. However,

when comparing this to the responses of the statement “if a pair of jeans looks good on me they

do not necessarily have to be the most comfortable”, those who agreed had a preference to wear

designer jeans, whereas those who disagreed with the statement had no preference based on the

recorded means (refer to Appendix K, Q.7 and Q.17). We conducted a Z test to determine if the

difference of opinion was statistically significant or if it was due to chance. Since the sample size

was greater than 30 participants, we conducted a Z test rather than a t test. After conducting the

test to see if these two perceptions were statistically different, we found a p-value of .0153,

which is less than the .05 level of significance (refer to Appendix K, Q.7 and Q.17 Z test).

Therefore, we can reject the null hypothesis that there is no statistical significance between

preference to wear designer jeans and preference to wear jeans that look good on the consumer in

exchange for comfort. We can conclude there is a statistical difference between these two

groups’ opinions. This is important to Levi’s because those who disagree with the statement “if

my jeans look good on me, they do not necessarily have to be the most comfortable” do not

prefer to wear designer jeans. This compliments the other findings in the quantitative research

that comfort and fit are important factors to the participants.

40
Attitudes Toward Levi’s and Competitors

To gain an understanding of consumers’ attitudes toward various brands, we asked

questions about the top competitors in the jeans industry that were identified through the focus

group. These key players include Levi’s, Wrangler, The Gap, Lucky Brand Jeans, Diesel and

American Eagle. The results indicated that the most positive attitudes are toward Lucky Brand

Jeans, American Eagle, and Levi’s, respectively (refer to Appendix K, Q.18). Team Secta

determined which brands the target consumer currently identifies themselves with. According to

the results, the participants associate themselves with American Eagle (31%), Lucky Brand Jeans

(27%), The Gap (17%) and Levi’s (16%).

When analyzing more in depth, consumers perceive Levi’s as being a more traditional

and a mid-priced to inexpensive jean. This is consistent with the findings from the focus group

where participants believed Levi’s to be a traditional brand, and it is important to note that the

word traditional was viewed in a positive manner during the qualitative research. Using this

same criterion, participants viewed Lucky Brand Jeans as more expensive and stylish.

Respondents thought of Wrangler as a more unstylish, traditional and inexpensive brand (refer to

Appendix K, Q.24, Q.25 and Q.26).

Qualities of a Spokesperson

Through the qualitative research, Team Secta uncovered that the participant’s style is not

strongly influenced by celebrities. In the survey, 73% of the respondents feel their style is most

influenced by friends and 58% are influenced by other people who are like them. When cross

atabulated by gender, there is little difference between males and females on this viewpoint

(refer to Appendix K, Q.27 and Q.38 Cross Tabulation). This correlates with the fact that out of

the four spokesperson characteristics, “relatable” scored the highest. These results match the

41
comments of our focus group members who stated that they were more influenced by someone

who was similar to themselves than by celebrities. However, when asked which celebrities they

identified themselves with, respondents of the survey preferred Ryan Reynolds and Meagan Fox

who are considered physically attractive.

Digital Media Usage Patterns

In order to determine where to best advertise, we asked participants how much time they

spend per week using different media, including surfing the Web, watching television, reading

newspapers/magazines, using social media and listening to the radio. Surfing the Web accounts

for the longest time spent per week and social media ranked second. However, 82 out of the 89

responses included Facebook as one of the Web sites they most frequently visit. This contradicts

their social media usage patterns, therefore, it should be noted that participants may not fully

understand the definition of social media. Watching television ranked next followed by listening

to the radio and reading newspapers/magazines, respectively. The highest of the most frequently

visited Web sites include Facebook, Google and Twitter. Music Web sites such as Pandora,

Grooveshark and FratMusic, are also popularly mentioned in the open-ended question. The most

watched TV networks are MTV, Fox, ABC and ESPN. Concerning newspapers, 57 out of the 89

responses show that they read The Independent Florida Alligator and 10 out of 89 responses

show that they read the New York Times (refer to Appendix K, Q.30).

Research Conclusions

42
 Team Secta used secondary, qualitative, and quantitative research to determine the

important factors that Levi’s 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. Levi’s, however, delayed in pursuing this trend; therefore, the competition was able to

capture a greater market share. Research also revealed that the Millennial generation, ranging

from 14 years old to 31 years old, will become the largest age group in the United States by

2012. This group will also define what is mainstream; therefore, Team Secta determined it would

be best for Levi’s to target 18-24 year old college students at the University of Florida because

they fit within this growing demographic and Levi’s is within the growing jeans industry.

Qualitative research was needed to find out how to best pursue this target market.

After conducting qualitative research through a focus group, we gained insight into the

motivations and attitudes of the target market. Seven major themes were uncovered: the desire

for fit and versatility, negative feelings towards shopping for jeans, opportunistic purchasing

habits, peer influence, Levi’s being traditional, and attitudes toward the “Go Forth” campaign.

From these themes, we created four broader meta-themes: ideal jeans, purchase environment,

Levi’s image and peer influence. Though they liked the characteristics of premium jeans, such as

fit, quality, style, and cut, the focus group had negative perceptions of the word “premium”.

Instead, they thought it only referred to expensive, designer brand jeans. Additional information

needed to be gathered through quantitative research to refine these themes and to clarify the

remaining informational needs.

A survey was conducted to provide statistically reliable data pertaining to the concepts of

interest that were developed from the meta-themes. Quantitative research showed that consumers

43
did not consider buying jeans a stressful experience. The top three brands the participants owned

were American Eagle, followed by a tie between Levi’s and Lucky Brand Jeans. Participants

showed that they wear jeans to class and out at night most often, but wear different styles of

jeans in each situation. We found that consumers preferred quality over low prices. Overall, fit is

the most important factor they consider when purchasing jeans. One of the major factors that

would deter consumers from repurchasing the same brand of jeans is if the jeans shrank in the

wash. Preference toward designer jeans depends on the willingness of the respondents to

sacrifice comfort for style. Out of the top players that we identified in the jeans industry,

participants have the most positive attitudes toward Lucky Brand Jeans, American Eagle, and

Levi’s, respectively. Participants think of Levi’s as a more traditional brand that carries mid-

priced to inexpensive jeans. It should be noted that being traditional was seen as a positive

during our qualitative research. The respondent’s style is most influenced by their friends and

those who are similar to them as opposed to celebrities. They also want a jeans spokesperson to

be relatable. Team Secta found that participants use the Internet and social media most often,

with Facebook, Google, Twitter, and music Web sites being the most frequently visited.

Television is another medium that the target market uses frequently, watching MTV, Fox, ABC

and ESPN most often. Although they do not read newspapers as frequently as other mediums, a

larger percentage read The Independent Florida Alligator.

Based on this analysis, Levi’s needs to implement an advertising strategy that will regain

the market share it has lost to its competitors. Levi’s advertising should avoid positioning itself

as a designer jean because the target does not prefer to wear designer jeans. Instead, the message

in the advertising should concentrate on the fact that the consumers will be able to find a pair of

jeans that offers them the perfect fit. While everyone has a different definition of what

44
constitutes a perfect fit, consumers will be able to find it through the many styles and cuts of

jeans that Levi’s offers. Because the participants appreciate the fact that Levi’s is a traditional

brand, advertising should not ignore or omit this characteristic. Instead, Levi’s needs to embrace

their roots, but relate them to a contemporary setting.

To supplement this message, Levi’s needs to choose the correct spokesperson for their

advertising. Research indicated that friends and people they consider similar to themselves

influence the target over celebrities. Also, the target market feels it is most important, out of the

four choices given to them, for a jeans spokesperson to be relatable. Based on these conclusions,

the advertising should showcase ordinary people who are considered similar to the target market

group.

In addition to utilizing traditional media, Levi’s needs to increase their presence digitally.

The target market spends the most time on the Internet and nearly all of the respondents stated

Facebook as being their most frequently visited Web site; therefore, Team Secta recommends

that Levi’s use Facebook to complement their campaign. Also, we strongly recommend that

Levi’s increase their efforts on Twitter to reach their consumer. Lastly, to target University of

Florida students Levi’s should advertise in The Independent Florida Alligator. Research

participants stated that this is the news publication they read most often. Also, this newspaper is

highly focused toward the target market.

By using these strategies, Levi’s will solve their image problem by evolving their old

image to modern times. It will appeal to the target market by being seen as a jeans company that

not only makes products with their consumers’ preferences in mind, but also has a rich and

unique history that other jeans companies cannot claim. They will then be ready to surpass the

45
competition and reestablish themselves as the leader in the jeans industry. They will appeal to the

target market through their new positioning, which is:

“To 18-24 year old college students at the University of Florida who want a pair of jeans

tailored toward them, Levi’s offers the perfect fitting pair of jeans at the highest quality due to a

wide selection that appeals to your individualized style. Levi’s is a genuine, relatable, and iconic

brand.”

46
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American Eagle Outfitters. Web. 01 Mar. 2010. <http://www.ae.com/>.

“American Lifestyles-US.” Mintel. Jan. 2010. Web. 30 Jan. 2010.

“Apparel.” Gale Group. 2008. Web. 24 Jan. 2010.

“Apparel Manufacture.” First Research. 11 Jan. 2010. Web. 24 Jan. 2010.

Beatty, Sally. “Levi Strauss Sells Low-Cost Jeans To Target in Bid to Increase Sales.” Wall Street

Journal. 4 Dec. 2003, Eastern ed. ProQuest. Web. 9 Feb. 2010.

Calvin Klein. Web. 01 Mar. 2010. <http://www.calvinklein.com/>.

Colbert, Catherine. “Levi Strauss & Co.” Hoovers. 2009. Web. 23 Jan. 2010.

“Determination of the December 2007 Peak in Economic Activity.” NBER.org. 11 Dec. 2008.

Web. 25 Jan. 2010. <http://www.nber.org/cycles/dec2008.html>.

Diesel. Web. 01 Mar. 2010. <http://www.diesel.com/>.

DKNY. Web. 01 Mar. 2010. <http://www.dkny.com/>.

Ecko Unlimited. Web. 01 Mar. 2010. <http://www.eckounltd.com/>.

“Gap, Inc. Overview.” Marketline. 25 Sept. 2009. Web. 24 Jan. 2010.

Garfield, Bob. “Levi's Target Unlikely to ‘Go Forth’ and Buy Its Jeans.” Advertising Age. 6 July

2009. Web. 2 Feb. 2010. <http://adage.com/garfield/post?article_id=137733>.

“Green Marketing-US.” Mintel. May 2008. Web. 27 Jan. 2010.

Guess. Web. 28 Feb. 2010. <http://www.guess.com/>.

“Home and Family.” SMRB. Nielsen, Fall 2008. Web. 25 Jan. 2010.

<http://www.smrb.com/c/document_library/get_file?uuid=6609e702-dcbb-46f4-8c65-

ac4dca30c6e4&groupId=10125>.

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“How Levi Strauss Rekindled the Allure of Brand America.” World Trade. 1 Mar. 2005:

ABI/INFORM Global, ProQuest. Web. 9 Feb. 2010.

“Jeans-US.” Mintel. Mar. 2008. Web. 27 Jan. 2010.

Levi's Jeans. Web. 28 Feb. 2010. <http://www.levi.com>.

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<http://www.marketlineinfo.com.lp.hscl.ufl.edu/library/DisplayContent.aspx?N=

4294836099>.

“Levi Strauss; Levi's to Open Largest Store in Times Square.” Entertainment & Travel 

26 May 2008: ABI/INFORM Trade & Industry, ProQuest. Web.  5 Feb. 2010.

Levi.com: The Official Levi's. 2009. Web. 28 June 2010. <http://us.levi.com/home/index.jsp>.

Lucky Brand Jeans. Web. 28 Feb. 2010. <http://www.luckybrand.com/>.

“Men’s & Boys’ Apparel Manufacturing in the US- Industry Report.” IBISWorld. ProQuest, 19

Jan. 2010. Web. 25 Jan. 2010.

<http://www.ibisworld.com.lp.hscl.ufl.edu/industry/marketcharacteristics.aspx?in

did=342>.

“Menswear in the United States: Industry Profile.” Datamonitor. One Source, Sept. 2009. Web.

24 Jan. 2010.

Michael Cheng's Mobile Uploads. Web. 28 Feb. 2010. <http://www.facebook.com/home.php?

#!/photo.php?pid=30862065&id=1107360086>.

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“News Roundup: Wal-Mart Brushes Up Faded Glory Label with Web Debut.” Brandweek (2009).

AllBusiness.com. 17 Sept. 2001. Web. 9 Feb. 2010.

<http://www.allbusiness.com/marketing-advertising/branding-brand-development/4670694-

1.html>.

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“Pop Cultures.” SMRB. Nielsen, Fall 2008. Web. 25 Jan. 2010.

<http://www.smrb.com/c/document_library/get_file?uuid=c950f224-9954-4afd-b335-

0ce6c0dd2a1b&groupId=10125>.

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Ralph Lauren. Web. 28 Feb. 2010. <http://www.ralphlauren.com/>.

Stevenson, Seth. “Walt Whitman Thinks You Need New Jeans.” Slate Magazine. 26 Oct. 2009.

Web. 22 Jan. 2010. <http://www.slate.com/id/2233597/>.

The Gap. 2010. Web. 22 Jan. 2010. <http://www.gap.com>.

“The Jeans Genie.” LexisNexis. 19 Aug. 2009. Web. 27 Jan. 2010.

Tommy Hilfiger. Web. 28 Feb. 2010. <http://www.tommy.com/>.

“VF Corporation Overview.” Marketline. 22 May 2009. Web. 25 Jan. 2010.

“Womenswear in the United States: Industry Profile.” Datamonitor. One Source, Sept. 2009.

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Wrangler. 2009. Web. 25 Jan. 2010. <www.wrangler.com>.

49
 Appendix A: Time Cost Tables
A.1 Secondary Research

Activities Person January February

Cost 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11
1 Team Building 6
2 Decision on team name 6
3 Completing team info form 6
4 Collecting team member schedules 6
5 Brainstorming on potential project brands 6
6 Submitting team info form 6
7 Project 1 Planning 6
8 Reviewing project instructions 6
9 Assignment of tasks 6
10 Discussion of due dates 6
11 Individual research for situational analysis 6
12 First draft of situational analysis 6
13 Compling bibliography 6
14 Team discussion 6
15 Identifying key SWOTs 6
16 Brainstorming on brand's problems & opportunities 6
17 Identifying research opportunities 6
18 Brainstorming on essential elements of problem statement 6
19 First draft of: 6
20 SWOT analysis 6
21 Problmes & opportunities 6
22 Problem statement 6
23 Team discussion 6
24 Reviewing all sections of the report 6
25 Identifying any needs for revision 6
26 Second draft of the report 6
27 Editing & formatting the report 6
28 Team discussion 6
29 Preparing for presentation 2
30 Brainstorming on key analyses to present 6
31 Desining presentation slides & any handouts 3
32 Team discussion 6
33 Reviewing presentation slides 6
34 Practicing presentation run-throughs 2
35 Submit the report and presentation slides to E-Learning 1
36 Submit the report and presentation slides in the class 1
37 In-class presentation 2
50
 A.2 Qualitative Research

Activities Person February March

Cost 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4
1 Receive Project Assignment 6
2 Reviewed Project Guidelines in Class 6
3 Review Revisions of Secondary Research 6
4 Assign parts of Moderator Guide & Materials 6
5 Work on Individual Portions & Sec. Revisions 6
6 Meeting 1 6
7 Discussion of Due Dates 6
8 Brainstorm Moderator Questions 6
9 Discussion of Focus Group Ideas 6
10 Wrote our Introduction and Problem Statement 6
11 Brainstorming/Wrote Research Objectives 6
12 Meeting 2 5
13 Determine Focus Group Procedures 5
14 Wrote out the Moderator Guide 5
15 Chose Moderator 5
16 Meeting 3 6
17 Reviewed Moderator Guide 6
18 Compiled Focus Group Consent Form 1
19 Compiled Pre-Screener 1
20 Passed our Pre-Screeners 6
21 Called Focus Group Participants 6
22 Prepared Materials for the Focus Group 6
23 Held our focus group 6
24 Meeting 4 6
25 Discussion of Focus Groups and Themes 6
26 Transcribed Focus Group Dialogue 6
27 Assign Remaining Parts of Project 6
28 Individual Work on Specific Parts 6
29 Meeting 5 6
30 Write Research Method Content 2
31 Solidify Themes 6
32 Compile Individual Parts 6
33 Begin Formatting 2
34 Future Quantative Research Discussion 6
35 Work on Appendix 3
36 Editing of entire report 3
37 Work on Powerpoint Presentation 2
38 Meeting 6 6
39 Practice Presentation 2
40 Final Revisions of Project 6
41 Final Relevance of Appendix 6
42 Submit Powerpoint Slides on Elearning 1
43 Print Report 1
44 Presentation 2
45 Report Submission 1

51
 A.3 Quantitative Research

Activities Person March April

Cost 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
1 Team Meeting #1 6
2 Assign Specific Tasks 6
3 Determine Quantitive Survey Method 6
4 Set up mini-deadlines and goals 6
5 Team Meeting #2 6
6 Got trained in Qualtrics 6
7 Developed Introduction 2
8 Modified Problem Statement 2
9 Deliniated Research Objectives 2
10 Explained our concepts of interest 6
11 Team Meeting #3 6
12 Brainstormed survey questions 6
13 Set up Qualtrics Team Secta Account 1
14 Team Meeting #4 6
15 Finalized survey questions 6
16 Categorized survey questions 1
17 Created inform consent form 1
18 Team Meeting #5 6
19 Developed pre-screening criteria 2
20 Developed web survey 2
21 Distribution of survey 6
22 Team Meeting #6 6
23 Checked back on survey responses 1
24 Wrote Research Method 2
25 Team Meeting #7 6
26 Analyzed and discussed the results 6
27 Conducted statistical analysis 6
28 Generating graphs and tables 3
29 Conduct specific findings 6
30 Team Meeting #8 6
31 Discussed presentation guidelines 2
32 Put together presentation 2
33 Revise and edit report 6
34 Submit report 1
35 Present to class 2
52
Appendix B: Comparison of Competition

53
 Appendix C: Comparison of Media Spent

2006 2007

$ Millions $ Millions

Levi Strauss & Company* 1,345 1,387

VF Corporation* 1,874 2,173

*These figures represent advertising and marketing spent for the entire corporation. This does not

represent individual brands owned by the company.

54
 Appendix D: Pre-Screeners

D.1 Qualitative Research Screener

Pre-Screen – Focus Group

We are students who attend the University of Florida, and we are looking for students to
participate in a focus group about jeans wardrobe. The focus group will last for approximately an
hour. We acknowledge that time is of the essence and will provide pizza to all the participants.
Before we conduct our focus group, we need additional information from you, our potential
participants.

Name: ____________________________________ Major: _____________________________

1. Are you a student at UF? _____ Yes _____No

2. Are you 18-24 years old? _____ Yes _____No

3. What is your gender? _____ Male _____Female

4. Do you own a pair of jeans? _____ Yes _____No

5. Have you bought jeans within the past year? _____ Yes _____No

6. On average, how many times a week do you wear jeans? _____

7. Circle which brands of jeans you currently own.

Wrangler Faded Glory Abercrombie & Fitch Gap Levi’s

Lucky Diesel DKNY American Eagle Other:_______________

8. Do you feel comfortable being recorded during the focus group session? _____ Yes _____No

Our focus group session will take place on Tuesday, February 23rd at 7:00 pm in Weimer ______
If your schedule allows you to participate in our focus group session, please fill out the following.

Phone #: (____)______-_________
Email Address: __________________________________

55
D.2 Quantitative Research Screener

Thank you for participating in our survey. We need you to answer the following questions in
order to acquire some basic demographic information.

1. How old are you? _______

2. What is your gender?

a. Male
b. Female

3. Do you attend the University of Florida?

a. Yes
b. No

4. Have you purchased jeans in the last year?

a. Yes
b. No

5. (Open-Ended) For extra credit purposes, please provide us with your name and UF
Student ID. ___________________________________

56
 Appendix E: Informed Consent Forms
E.1 Qualitative Research

Purpose of this Study

The purpose of this study is to gain insights into perceptions, lifestyles and attitudes of male and
female college students, age 18-24, toward jeans brands.

Expectations of Study Participants

Participants in this study will be asked to engage in a focus group to discuss various aspects of
their lifestyle, as well as their opinions and knowledge of jeans brands. The focus group will
consist of eight to twelve participants led by one moderator. It will be audio taped and will last
between forty-five and ninety minutes.

Potential Risks
There is not any health or stress related potential risks involved in this study. If any participant
feels uncomfortable during any time in the study, the participant is free to leave at any time, with
no penalty.

Compensation and Benefits

This study does not provide its participants with compensation. Involvement is voluntary.
Refreshments will be available.

Confidentiality
All information collected during the session will be available to only the moderator and Team
Secta. No statement made during the session will be linked to an individual participant.
Participants are free to leave at any time during the study for any reason.

Questions/Contact Information
If you have any questions or comments regarding the focus group session, contact Dr. Hyojin
Kim in the Advertising Department of the University of Florida. Her office is located in
Weimer 2093 and you may contact her by telephone at (352) 392-0675 or by e-mail at
hkim@jou.ufl.edu.

Agreement
I have read and understand all of the above information and agree to participate in the focus
group study. I understand that my participation is completely voluntary.

Signature: _______________________________________________ Date:_________________

57
E.2 Quantitative Research

Purpose of this Study

The purpose of this study is to gain insights into perceptions, lifestyles and attitudes of male and
female college students, age 18-24, toward jeans brands.

Expectations of Study Participants

Participants in this study will be asked to engage in a web survey to discuss various aspects of
their lifestyle, as well as their opinions and knowledge of jeans brands. This web survey will
consist of fifty-sixty participants.

Potential Risks
There is not any health or stress related potential risks involved in this study. If any participant
feels uncomfortable during any time in the study, the participant is free to stop the survey at any
time, with no penalty.

Compensation and Benefits

This study does not provide its participants with compensation. Involvement is voluntary. Extra-
credit may apply depending on your professor.

Confidentiality
All information collected during the session will be available to only Team Secta. No statement
made during the session will be linked to an individual participant. Participants are free to stop at
any time during the study for any reason.

Questions/Contact Information
If you have any questions or comments regarding the web survey session, contact Dr. Hyojin
Kim in the Advertising Department of the University of Florida. Her office is located in
Weimer 2093 and you may contact her by telephone at (352) 392-0675 or by e-mail at
hkim@jou.ufl.edu.

Agreement
I have read and understand all of the above information and agree to participate in the focus
group study. I understand that my participation is completely voluntary.

ELECTRONIC SIGNATURE

58
 Appendix F: Moderator Guide

Objectives and Informational Needs

The main purpose of our qualitative research is to find out what college students desire in jeans
and their attitude toward Levi’s and its competitors. We will also identify the type of person that
our target expects to wear Levi’s and their competitors’ jeans, in which situations they wear
jeans, and their digital media usage patterns. By conducting this research we will be able to
appropriately target Levi’s jeans toward this younger demographic and better position the brand
in the minds of this consumer. We will also try to specify what type of spokesperson would be
attractive to this target market. By finding out specific media usage patterns of the participants
we will be able to determine which mediums will best reach these consumers.

Moderator Guidelines

1. Welcome the participants to the focus group and introduce yourself.

2. Make sure that they have filled out the pre-screener and sign the informed consent form.
3. Let the participants know that they can leave the focus group at any time and if they have
any questions about the focus group they can contact Dr. Kim at hkim@jou.ufl.edu.
4. Use the moderator guide to lead the focus group and be prepared to ask additional
questions when needed.
5. Remain unbiased in your body language and responses to participants’ answers.
6. Encourage everybody to actively participate in the discussion and try not to leave
anybody out.
7. Make sure everyone feels comfortable within the group and that no one person leads the
conversation.
8. Don’t approve or disapprove of any statements made by participants, respond with
neutral statements.
9. Be sure to hand out visuals or direct the participant’s attention to the projector screen for
specified questions.
10. Try to keep focus group discussion under 90 minutes.

Discussion Guide

Introduction

Hello, my name is Jamie Daigle and thank you for taking the time to participate in our focus
group. This discussion is part of our primary research for our advertising research class. I will be
your moderator for this focus group and the other members of my team will be sitting in on this
discussion. If you have any questions you can contact Dr. Kim at hkim@jou.ufl.edu.

Purpose

59
The purpose of this study is to gain insights into the lifestyles, attitudes and perceptions of 18-24
year old college students on different brands of jeans, and you have been chosen to participate
because you all fit this demographic.

Discussion Rules

Throughout this discussion, I will be asking you questions about the jeans industry. Please feel
free to speak openly about your opinions and feel free to ask me to clarify any questions that may
be unclear. Keep in mind that there are no right or wrong answers to these questions. This
research is purely for educational purposes; we are trying to gain insights into your motivations,
lifestyles and attitudes toward this industry. We will record this discussion in order to accurately
report your responses. Please do not talk over one another and be courteous to the other
participants. Everything said in this group is confidential and if you feel uncomfortable at
anytime then please feel free to step out. I will try my best to keep us on track and within the
specified time limit and I will inform you when the discussion has concluded.

Ice Breaker

Let’s go around the room and say your name and major. Then tell us what power you would
have if you were a superhero and why.

Media Usage
1. (Direct/Factual) What social networking sites do you use? On average, how many
hours per week do you use them?

2. (Direct/Factual) Other than social networking sites, which Web sites do you visit
most often? How often do you visit them?

3. (Direct/Factual) What time of the day do you typically watch TV?

4. (Direct/Factual) What magazines do you read? How often do you read them?

5. (Hypothetical) Imagine you see an ad for a pair of jeans and you now want to buy
them. Where did you see this advertisement? What about it made you want to buy the
jeans?

6. (Third Person) In our last focus group, participants said that they learned about jeans
through Internet advertising. What are your thoughts?

7. (Cartoon Test) Present the participants with an image of two people watching a
commercial on TV. The first one says “Hey, I really liked that jeans commercial!”

60
 The other one responds with “Me too. I liked it because…” Fill in what you think the person
liked about the jeans commercial. (Image will be on a PowerPoint)

Consumer

8. (Direct/Factual) Who influences your style?

9. (Structural) How do you know what types of jeans your peers are wearing?

10. (Role Playing) Why do you think that college students feel pressured to wear the
same fashions as their friends?

11. (Grand Tour) Tell me about your most recent jeans purchase, starting with when you
decided that you needed a pair of jeans and continue through your post purchase
feelings. Describe what you were feeling and thinking during the process.
a. Probing: Price? Fit? Style? Etc.

12. (Hypothetical) Imagine that you are talking to the head designer of a new jeans
company targeting you and your peers. What suggestions would you have for him/her
in designing the jeans?

13. (Shopping List)

Consumer A Consumer B

 Premium gas  Premium gas

61
  Flip flops  Flip flops
 Levi’s jeans  Abercrombie & Fitch jeans
 Retro sunglasses  Retro sunglasses
 DVD movie  DVD movie

14. (Collage) Make a collage. Why did you arrange the pictures the way you did?

Usage Patterns

15. (Direct/Factual) In which settings do you wear jeans?

a. Probing: In which situations is it inappropriate to wear jeans?

16. (Contrast) What are the differences between a pair of jeans that you wear during the
day and a pair of jeans that you wear on an evening out?

Purchasing Behavior

17. (Picture Projection) Michael’s drawing of two people buying jeans. Describe the
dialogue that you think is occurring in this scene. (Image will be on PowerPoint)

18. (Direct/Factual) Why do you buy new jeans?

19. (Structural) What are the different factors you consider when buying jeans? (Third
Person)

20. (Third Person) In a previous focus group, some of the participants strongly
emphasized that they only buy jeans when they are on sale. Do you agree with this
opinion? How important is it to you to buy jeans that are on sale?

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21. (Direct/Factual) Do you prefer purchasing jeans online or in traditional brick and
mortar locations and why?

Industry

22. (Word Association) What comes to mind when I say premium jeans?

23. (Picture Sort) Sort these different styles of jeans into categories. Why did you
categorize them this way? (Pass out pictures)
a. Probing: Which category do you like the best? Which aspects do you like best
about it?
Female 1: Perfect Waist 525
Female 2: Styled Slim Flare
Female 3: Perfectly Slimming
Boot Cut 512
Female 4: Low Skinny 531

1 2 3 4
Female 5: Mariner Pant
Female 6: Tilted Flare 542
Female 7: Defined Waist
Boot Cut 580
Female 8: Capital E 501

5 6 7 8
Male 1: Comfort Fit 560
Male 2: Original 501
Male 3: Super Skinny 510
Male 4: 501 Chipped Ridge

1 2 3
4

Male 5: Relaxed
Boot Cut 527
Male 6: Boot Cut 517
Male 7: 514 Slim
Straight
8 Male 8: Fenom 505

5 6 7
Brand Perceptions

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24. (Picture Sort) Sort these jeans logos into different categories. Why did you categorize
them this way? Be sure to only think about their lines of jeans when answering the
question. (Pass out pictures)

25. (Personification/Anthropomorphism) If Diesel was a celebrity, who would it be?

a. Probing: (Personification/Anthropomorphism) If (most popular brand
mentioned) was a celebrity, who would it be?
b. Probing: (Personification/Anthropomorphism) If The Gap’s was a celebrity,
who would it be?

26. (Sentence/Story Completion) People that wear Lucky jeans are __________.
a. Probing: (Sentence/Story Completion) People that wear Levi’s jeans are
__________.
b. Probing: (Sentence/Story Completion) People that wear Wrangler jeans are
__________.
c. Probing: (Sentence/Story Completion) People that wear (most popular brand)
jeans are __________.
27. (Word Association) Among jeans, what brands do you associate with each of the
follow words: Stylish? Casual? Inexpensive? Expensive? Vintage? Traditional?
Trendy?

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 28. (Contrast) What qualities have opposite characteristics of Faded Glory? Is there a
brand that you think matches this?

29. (Idealization) Describe your ideal pair of jeans. How does this compare to Levi’s? To
Wrangler? To Gap?

Conclusion

Is there anything that anybody would like to add before we end the session? This concludes our
focus group. Thank you taking the time to participate in this discussion, and please leave your
envelopes on the desk for my teammates to pick up.

65
 Appendix G: Participant Jean Categories

Participant #1(Female) Participant #2 (Female)

Liked (1, 2, 4, 6) Liked (1, 4, 6)

Horrible (3, 5, 7, 8) Disliked (2, 3, 5, 7, 8)

Participant #3 (Female) Participant #4 (Female)

Would go looking for (4, 6) Would try on (4, 6, 8)

Would try on (1, 2, 3) Maybe try on (1, 3)

Never wear (5, 7, 8) Wouldn’t wear (2, 5, 7)

Participant #5 (Female) Participant #6 (Male)

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 Liked (1, 2, 4, 6) Liked (1, 3, 5, 7)

Horrible (3, 5, 7, 8) Disliked (2, 4, 6, 8)

Participant #7 (Male) Participant #8 (Male)

Liked (3, 6, 8) Probably get (6, 7, 8)

Agricultural (1, 5, 7) Never get (1, 2, 5)

Didn’t like (2. 4) Tight (3, 4)

Participant #9 (Male) Participant #10 (Male)

Liked (3, 4, 6, 8) Casual lighter (1, 5)

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Liked, but too worn out (7) Casual dark (6, 8)

Guess they would wear them (5) Less casual lighter (7)

Agricultural (1) Less casual darker (2, 3, 4)

Riff Raff (2)

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 Appendix H: Participant Brand Categories

Participant #1

Jeans they would wear

Jeans they would not wear

Participant #2

Always wear

Probably would wear

Know styles, but would never wear

Participant #3

Go to their store

69
 Rugged

Go to department store

Not familiar with brand

Participant #4

Expensive

Moderately priced

Cheaper

Participant #5

70
 Ones that fit

Would not wear

Unsure if they fit

Don’t fit

Participant #6

All-purpose jeans, classy and good price

Trying too hard to reach consumers and expensive

Classy, splurge

71
 Don’t like them in general

Participant #7

Preppy old people

Not familiar with brand

Crazy and fancy

Young and trendy

All American

Edgy

Simple

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Participant #8

Would try on and consider

Chill jeans

Horseback riding jeans

Favorites

Participant #9

Would wear

Would not wear

73
 Not familiar with brand

Participant #10

Like brand and wear them

Bad quality

No experience with brand

74
Appendix I: Cognitive Map

75
 Appendix J: Survey Questionnaire

The following questions relate to your purchasing decisions on jeans.

1. (Nominal/Dichotomous) Have you purchased jeans in the last year?

c. Yes (1)
d. No (2)

2. (Nominal/Multiple Choice) How often do you wear jeans?

a. 1-2 times a week (1)
b. 3-4 times a week (2)
c. More than 5 times a week (3)

3. (Nominal/Multiple Choice) How many pairs of jeans do you currently own?

a. 1-2 (1)
b. 3-4 (2)
c. 5-6 (3)
d. 7-8 (4)
e. 9-10 (5)
f. 11+ (6)

4. (Nominal/Checklist) Which brands of jeans do you currently own? (Select all that apply
by holding the CTRL key as you click your responses.) Unchecked 0, Checked 1.
a. Lucky ______
b. Levi’s ______
c. Faded Glory ______
d. Diesel ______
e. Wrangler ______
f. Abercrombie & Fitch ______
g. DKNY ______
h. American Eagle ______
i. Other ______

5. (Nominal/Multiple Choice) Where do you purchase jeans most often?

a. Catalog (1)
b. In Store (2)
c. Online (3)

6. (Interval/Likert) I prefer to wear designer jeans.

___________ ___________ ___________ ___________ ___________
Strongly Disagree Neutral Agree Strongly
Disagree Agree
(1) (2) (3) (4) (5)

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 7. (Interval/Itemized Rating Scale) I consider shopping for jeans a stressful experience.
___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

8. (Interval/Itemized Rating Scale) I go straight to the sales rack when shopping for jeans.
___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

9. (Interval/Itemized Rating Scale) When shopping for jeans, I buy the cheapest pair I can
find.
___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

10. (Interval/Itemized Rating Scale) I don’t mind paying extra for a quality pair of jeans.
___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

The following questions are related to your usage of jeans.

11. (Nominal/Checklist) I wear my jeans when I: (Select all that apply by holding the CTRL
key as you click your responses.) Unchecked 0, Checked 1.
a. Go to class ______
b. Attend formal events ______
c. Go out at night ______
d. Go to work ______
e. Relax at home ______

12. (Interval/Itemized Rating Scale) The jeans I wear out at night are different from the jeans
I wear during the day.
___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

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The following questions relate to your preferences towards jeans.

13. (Open-Ended) Describe the perfect pair of jeans. ___________________________

14. (Ordinal/Rank Order Scaling) Rank the following factors on how important they are to
you in your purchasing decision, 1 being the most important preference to you and 5
being the least.
a. Versatility ______
b. Style ______
c. Fit ______
d. Brand Name ______
e. Price ______

15. (Interval/Likert) A good fit is important to me when purchasing jeans.

___________ ___________ ___________ ___________ ___________
Strongly Disagree No Opinion Agree Strongly
Disagree Agree
(1) (2) (3) (4) (5)

16. (Interval/Itemized Rating Scale) If my jeans look good on me, they do not necessarily
have to be the most comfortable.
___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

17. (Interval/Itemized Rating Scale) Place a mark on the line below to indicate your attitude
of the following brands:

I have a positive attitude toward LEVI’S

___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

I have a positive attitude toward WRANGLER

___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

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 I have a positive attitude toward GAP
___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

I have a positive attitude toward LUCKY

___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

I have a positive attitude toward DIESEL

___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

I have a positive attitude toward AMERICAN EAGLE

___________ ___________ ___________ ___________
Strongly Disagree Agree Strongly
Disagree Agree
(1) (2) (3) (4)

The following questions relate to your jean shopping experience.

18. (Interval/Stapel) I am ____________ when shopping for jeans.

-5 -4 -3 -2 -1 0 1 2 3 4 5
Stressed

-5 -4 -3 -2 -1 0 1 2 3 4 5
Excited

-5 -4 -3 -2 -1 0 1 2 3 4 5
Exhausted

-5 -4 -3 -2 -1 0 1 2 3 4 5
Frustrated

19. (Interval/Likert) When I go buy jeans, it is the main focus of my shopping trip.
___________ ___________ ___________ ___________ ___________
Strongly Disagree Neutral Agree Strongly
Disagree Agree
(1) (2) (3) (4) (5)

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 20. (Interval/Itemized Rating Scale) If a pair of jeans grab my attention while I am shopping
for other things, I will try them on.
_________________ _________________ _________________
Never Sometimes Always
(1) (2) (3)

21. (Ratio/Constant Sum) Distribute 100 points among the following to indicate what would
deter you from repurchasing the same brand of jeans. The more points you give
something, the more weight it has. You can give as many or as few points as you wish to
each. Please use only whole numbers and make certain that your total equals 100 points.
a. Shrinks in the wash ______
b. Maintains fit ______
c. Fades ______
d. Scratchy ______
e. Tears ______
Total ______

The following questions relate to attitudes toward jeans brands.

22. (Nominal/Multiple Choice) Which brand images do you most associate yourself with?
a. Gap (1)
b. Lucky (2)
c. Levi’s (3)
d. Diesel (4)
e. Wrangler (5)
f. American Eagle (6)

23. (Interval/Semantic Differential) Levi’s brand is:

Traditional 1 2 3 Untraditional
Inexpensive 1 2 3 Expensive
Stylish 1 2 3 Unstylish

24. (Interval/Semantic Differential) Lucky brand is:

Traditional 1 2 3 Untraditional
Inexpensive 1 2 3 Expensive
Stylish 1 2 3 Unstylish

25. (Interval/Semantic Differential) Wrangler brand is:

Traditional 1 2 3 Untraditional
Inexpensive 1 2 3 Expensive
Stylish 1 2 3 Unstylish

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The following questions relate to how you are influenced.

26. (Nominal/Check List) Who influences your style? Unchecked 0, Checked 1.

a. Family
b. Friends
c. Celebrities
d. People who are similar to myself
e. No one influences my style
f. Other _________

27. (Nominal/Multiple Choice) Which celebrity do you most identify yourself with?
a. Ryan Reynolds (1)
b. Megan Fox (2)
c. Michael Cera (3)
d. Tina Fey (4)

28. (Interval/Graphic Rating Scale) Drag the bar below to rate each quality a spokesperson
for jeans should possess:
a. Trustworthy 0-100
b. Dependable 0-100
c. Physically Attractive 0-100
d. Relatable 0-100

The following questions relate to your media usage patterns.

29. (Nominal/Multiple Choice) How much time do you spend a week:

Surfing the web

a. 1-2 hours (1)
b. 3-4 hours (2)
c. 5-6 hours (3)
d. 7-8 hours (4)
e. 9-10 hours (5)
f. 11 + hours (6)

Watching television
a. 1-2 hours (1)
b. 3-4 hours (2)
c. 5-6 hours (3)
d. 7-8 hours (4)
e. 9-10 hours (5)
f. 11 + hours (6)

Reading newspapers/magazines
a. 1-2 hours (1)
b. 3-4 hours (2)

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 c. 5-6 hours (3)
d. 7-8 hours (4)
e. 9-10 hours (5)
f. 11 + hours (6)

Using social media

a. 1-2 hours (1)
b. 3-4 hours (2)
c. 5-6 hours (3)
d. 7-8 hours (4)
e. 9-10 hours (5)
f. 11 + hours (6)

Listening to the radio

a. 1-2 hours (1)
b. 3-4 hours (2)
c. 5-6 hours (3)
d. 7-8 hours (4)
e. 9-10 hours (5)
f. 11 + hours (6)

30. (Open-Ended) What Websites do you visit more frequently?__________________

31. (Open-Ended) What TV stations do you watch most frequently?_______________

32. (Open-Ended) Which newspapers do you read, if any?_______________________

33. (Open-Ended) Which magazines do you read, if any?________________________

34. (Open-Ended) What radio stations do you listen to, if any?____________________

Thank you for participating in our survey. We need you to answer the following questions in
order to acquire some basic demographic information.

35. (Ratio/Open-Ended) How old are you? _______

36. (Nominal/Dichotomous) What is your gender?

c. Male (1)
d. Female (2)

37. (Nominal/Dichotomous) Do you attend the University of Florida?

c. Yes (1)
d. No (2)

38. (Open-Ended) For extra credit purposes, please provide us with your name and UF
Student ID. ___________________________________

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 Appendix K: Results of Statistical Analysis of Quantitative Research

Q.3-How often do you wear jeans?

# Answer Response %
1 1-2 times a week 26 27.96%
2 3-4 times a week 41 44.09%
More than 5 times a
3 26 27.96%
week
Total 93 100.00%

Q.4-How many pairs of jeans do you own?

# Answer Response %
1 1-2 3 3.23%
2 3-4 24 25.81%
3 5-6 30 32.26%
4 7-8 25 26.88%
5 9-10 5 5.38%
6 11+ 8 8.60%

Q.5-Which brands of jeans do you currently own?

# Answer Response %
1 Gap 0 0.00%
2 Lucky 22 11.28%
3 Levi's 22 11.28%
4 Faded Glory 1 0.51%
5 Diesel 3 1.54%
6 Wrangler 3 1.54%
Abercombie &
7 18 9.23%
Fitch
8 DKNY 4 2.05%
9 American Eagle 51 26.15%
10 Other 71 36.41%
Total 195 100.00%

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Q.6-Where do you purchase jeans most often?
# Answer Response %
Catalo
1 0 0%
g
In
2 91 98%
Store
3 Online 2 2%
Total 93 100%

Q.7-I prefer to wear designer jeans.

# Answer Response %
Strongly
1 2 2%
Disagree
2 Disagree 24 26%
3 Neutral 34 37%
4 Agree 29 31%
5 Strongly Agree 4 4%
Total 93 100%
Statistic Value
Mean 3.10
Variance 0.83
Standard Deviation 0.91
Total Responses 93

Q.7 (I prefer to wear designer jeans) and Q.17(If my jeans look good on me, they do not
necessarily have to be the most comfortable) Z test
Statistic Strongly Disagree Disagree Agree Strongly Agree
Mean 0.00 2.89 3.33 2.50
Variance 0.00 0.81 0.68 4.50
Standard Deviation 0.00 0.90 0.83 2.12
Total Responses 0 46 45 2

84
z-Test: Two Sample for Means

Disagree Agree
Mean 2.89 3.33
Known Variance 0.81 0.68
Observations 46 45
Hypothesized Mean Difference 0
z -2.432469
P(Z<=z) one-tail 0.00749814
z Critical one-tail 1.64485363
P(Z<=z) two-tail 0.01499628
z Critical two-tail 1.95996398

Q.8-I consider shopping for jeans a stressful experience.

# Answer Response %
1 Strongly Disagree 12 13%
2 Disagree 45 48%
3 Agree 29 31%
4 Strongly Agree 7 8%
Total 93 100%
Statistic Value
Mean 2.33
Variance 0.64
Standard Deviation 0.80
Total Responses 93

Q.9-I go straight to the sales rack when shopping for jeans.

# Answer Response %
1 Strongly Disagree 4 4%
2 Disagree 45 48%
3 Agree 34 37%
4 Strongly Agree 10 11%
Total 93 100%
Statistic Value
Mean 2.54
Variance 0.56
Standard Deviation 0.75
Total Responses 93

85
Q.10-When shopping for jeans I buy the cheapest pair I can find.
# Answer Response %
1 Strongly Disagree 15 16%
2 Disagree 60 65%
3 Agree 18 19%
4 Strongly Agree 0 0%
Total 93 100%
Statistic Value
Mean 2.03
Variance 0.36
Standard Deviation 0.60
Total Responses 93

Q.11-I don’t mind paying extra for a quality pair of jeans.

# Answer Response %
1 Strongly Disagree 1 1%
2 Disagree 9 10%
3 Agree 67 72%
4 Strongly Agree 16 17%
Total 93 100%
Statistic Value
Mean 3.05
Variance 0.31
Standard Deviation 0.56
Total Responses 93

Q.12-I wear jeans when I:

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 # Answer Response %
1 Go to Class 82 32%
Attend Formal
2 17 7%
Events
3 Go out at night 80 31%
4 Go to work 44 17%
5 Relax at home 34 13%
Total 257 100%

Q.13-The jeans I wear out at night are different from the jeans I wear during the day.
# Answer Response %
1 Strongly Disagree 4 4%
2 Disagree 39 42%
3 Agree 37 40%
4 Strongly Agree 13 14%
Total 93 100%
Statistic Value
Mean 2.63
Variance 0.60
Standard Deviation 0.78
Total Responses 93

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Q.15-Rank the following factors on how important they are to you in your purchasing decision, 1
being the most important preference and 5 being the least.

# Answer 1 2 3 4 5 Responses
1 Versatility 15 11 15 38 14 93
2 Style 8 39 25 14 7 93
3 Fit 53 11 5 8 16 93
4 Brand Name 12 9 12 19 41 93
5 Price 5 23 36 14 15 93
Total 93 93 93 93 93

Q.16-A good fit is important to me when purchasing jeans.

# Answer Response %
1 Strongly Disagree 2 2%
2 Disagree 0 0%
3 No Opinion 1 1%
4 Agree 22 24%
5 Strongly Agree 68 73%
Total 93 100%
Statistic Value
Mean 4.66
Variance 0.51
Standard Deviation 0.71
Total Responses 93

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Q.17-If my jeans look good on me, they do not necessarily have to be the most comfortable.
# Answer Response %
1 Strongly Disagree 0 0%
2 Disagree 46 49%
3 Agree 45 48%
4 Strongly Agree 2 2%
Total 93 100%
Statistic Value
Mean 2.53
Variance 0.30
Standard Deviation 0.54
Total Responses 93

Q.18- Place a mark on the line below to indicate your attitude on the following brands:
Strongly Strongly
# Question Disagree Agree Responses Mean
Disagree Agree
I have a positive attitude
1 2 18 62 11 93 2.88
towards LEVI'S
I have a positive attitude
2 8 49 32 4 93 2.34
towards WRANGLER
I have a positive attitude
3 5 31 43 14 93 2.71
towards GAP
I have a positive attitude
4 1 15 52 25 93 3.09
towards LUCKY
I have a positive attitude
5 4 26 53 10 93 2.74
towards DIESEL
6 I have a positive attitude 3 20 50 20 93 2.94

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 towards AMERICAN EAGLE

Q.19-I am _______ when shopping for jeans.

# Question -5 -4 -3 -2 -1 0 1 2 3 4 5 Responses Mean
1 Stressed 10 8 8 2 2 17 14 13 9 8 1 92 5.91
2 Excited 1 0 3 5 0 15 7 16 23 14 8 92 7.96
3 Exhausted 8 1 9 8 4 22 6 21 4 7 2 92 6.08
4 Frustrated 8 1 8 6 8 16 12 9 11 7 6 92 6.36

Q.20-When I go buy jeans, it is the main focus of my shopping trip.

# Answer Response %
1 Strongly Disagree 3 3%
2 Disagree 19 21%
3 Neutral 21 23%
4 Agree 37 40%
5 Strongly Agree 12 13%
Total 92 100%
Statistic Value
Mean 3.39
Variance 1.12
Standard Deviation 1.06
Total Responses 92

Q.21-If a pair of jeans grab my attention while I am shopping for other things, I will try them on.
# Answer Response %
1 Never 5 5%
2 Sometimes 64 70%
3 Always 23 25%
Total 92 100%
Statistic Value
Mean 2.20
Variance 0.27
Standard Deviation 0.52
Total Responses 92

90
Q.22- Distribute 100 points among the following to indicate what would deter you from
repurchasing the same brand of jeans. The more points you give something, the more weight it
has.
# Answer Average Value Standard Deviation
1 Shrinks in the wash 23.13 15.85
2 Maintains Fit 17.78 21.95
3 Fades 14.32 11.39
4 Scratchy 21.26 15.60
5 Tears 23.51 15.34
Total 100.00 80.14

Q.23-Which brand images do you most associate yourself with?

# Answer Response %
1 Gap 18 17%
2 Lucky 29 27%
3 Levi's 17 16%
4 Diesel 9 8%
5 Wrangler 2 2%
American
6 33 31%
Eagle
Total 108 100%

Q.24-Levi’s brand is:

# Question 1 2 3 Responses Mean
1 Traditional:Untraditional 76 13 2 91 1.19
2 Inexpensive:Expensive 34 52 5 91 1.68
3 Stylish:Unstylish 20 52 19 91 1.99

Q.25-Lucky’s brand is:

# Question 1 2 3 Responses Mean
1 Traditional:Untradional 17 39 35 91 2.20
2 Inexpensive:Expensive 1 24 66 91 2.71
3 Stylish:Unstylish 64 22 5 91 1.35

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Q.26-Wrangler’s brand is:
# Question 1 2 3 Responses Mean
1 Traditional:Untraditional 66 21 4 91 1.32
2 Inexpensive:Expensive 51 33 7 91 1.52
3 Stylish:Unstylish 8 39 44 91 2.40

Q.27-Who influences your style?

# Answer Response %
1 Family 30 33%
2 Friends 66 73%
3 Celebrities 31 34%
People who are similar to
4 52 58%
myself
5 No one influences my style 14 16%
6 Other 1 1%

Q.27 (Who influences your style?) and Q.38 (What is your gender?) Cross Tabulation

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Q.28-Which celebrity do you most identify yourself with?
# Answer Response %
Ryan
1 25 28%
Renolds
Meagan
2 35 39%
Fox
Michael
3 8 9%
Cera
4 Tina Fey 22 24%
Total 90 100%

Q.29-Drag the bar below to rate each quality a spokesperson for jeans should possess.

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 # Answer Average Value Standard Deviation
1 Trustworthy 54.02 28.26
2 Dependable 55.02 26.23
3 Physically Attractive 66.38 25.19
4 Relatable 76.68 21.82
Total 252.10 101.50

Q.30-How much time do you spend a week:

1-2 3-4 5-6 7-8 9-10 11+
# Question Responses Mean
hours hours hours hours hours hours
1 Surfing the Web 5 16 18 20 14 16 89 3.79
2 Watching Television 30 20 19 11 7 2 89 2.45
Reading
3 58 16 10 4 1 0 89 1.58
newspaper/magazines
4 Social Media 24 22 18 8 5 12 89 2.82
5 Listening to the Radio 49 17 14 5 2 2 89 1.88

94