TEENAGE SHOPPING BEHAVIOR FOR CLOTHING PRODUCTS: A COMPARISON OF ATTITUDE TOWARDS LOCAL VERSUS FOREIGN BRAND

SUBMITTED BYATUL SINGH AVINASH YADAV AWANTIKA BAJPAI AZHARUDDIN BRAJENDRA SHARMA DEEPAK SAXENA DEEPIKA DIXIT DEEPTI TRIPATHI DEEPTI MEHROTRA DEVASHIS MISHRA DILIP KUMAR

INTRODUCTION OF LEVIS STRAUSS Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide for its Levi's brand of denimjeans. It was founded in 1853 when Levi Strauss came from Buttenheim, Franconia to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. Although the company began producing denim overalls in the 1870s, modern jeans were not produced until the 1920s. The company briefly experimented (in the 1970s) with employee ownership and a public stock listing, but remains owned and controlled by descendants and relatives of Levi Strauss' four nephews.

LEVIS IN INDIA y Of 7.5 crore pairs of denim sold in India each year, 1.2 crore pairs are sold in six major towns. Levi Strauss has 30% share of the premium segment of the denim market and 10% of the overall market across price segments in the country. y While 6.5 crore pairs are sold by the unorganised sector, the organised sector accounts for only a crore. Eyeing the buoyant denim market in India, the company wants to increase sales to half of the business in the US in the next five years Key Players y This section covers the business and financial profiles of domestic and major international players operating in the Indian men apparel industry, like Madura Garments, Provogue India Ltd., Raymond Apparel Ltd., Pantaloon Retail (India) Ltd., Levi Strauss & Co. etc

CASE SUMMARY
 In the era of the globalization all global firms have transformed from

multinational strategy to global market strategy.  Levitt main goal is to standardized market strategy which leads to scale economies, cost reduction and better profits.  The main objective of this study is that to find out the attitude of Indian teenagers towards local versus foreign brands.  The respondents have to evaluate local brand & foreign brand , the variables examined are  Emotional value, perceived quantity, brand loyalty, brand association & overall brand equity. In this case 90 % of the males are highly loyal towards foreign brands & 85 % females.

 40 Undergraduate students of IIT Delhi & IIT Kanpur are

surveyed out of which 20 are males and 20 are females.  In frequency distribution the highest frequency is of 5000 and 35 % of the respondents spend below 5000 and 82.5 % spend below 10,000.  Cross tabulation analysis was done to relate how brand loyality relates to another variable gender .Null hypothesis was developed that brand loyalty towards foreign brand is not associated with gender. By calculation null hypothesis of no association is accepted

 One sample test was conducted to understand association of emotional

value attach to foreign brand hence it is concluded that brand loyalty towards foreign brand is not different for males and females.  For emotional value null hypothesis is that emotional value attached to foreign brand is less than 3.5, & it is rejected.  For two independent sample test the null hypothesis was that there is no difference in all attributes between male and female in local as well as foreign brands.  In some case same respondents may rate two different brands for this paired sample test was conducted.  In paired sample test it is concluded that there is difference of perception in terms of emotional value, perceived quality, brand loyalty , brand association ,overall brand equity & purchase intention for foreign brand.

CONCLUSIONForeign clothing brand is preferred over local brand on all the

attributes i.e emotional value, perceived quality , brand loyalty, brand association ,brand equity and purchase intention.
It is concluded that there is no gender bias in developing

attributes towards foreign clothing.

This study encourage foreign apparel retailers for successful

entry into Indian marketplace.

Question No-1
Asked-Obtain frequency distribution and of attributes and obtain statistics Brand Equity 45% of the respondents has given 3 or less rank 92.5% of the respondents has given 5 or less rank Max Frequency 13 for 4 (product 13x4=52)

Brand Loyalty 45% of the respondents has given 3 or less rank 95% of the respondents has given 5 or less ranicsk Max Frequency 13 for 3 (product 13x3=39)

Emotional Value
25% of the respondents has given 3 or less rank 87.55% of the respondents has given 5 or less rank Max Frequency 16 for 5 (product 16x5=80)

Purchase Intention
y 37.5% of the respondents has given 3 or less rank y 92.55% of the respondents has given 5 or less rank y Max Frequency 13 for 4 (product 13x4=52)

Conclusion Looking all the variables we can say that respondents are more emotionally attached with the foreign brand.

Question No-2
y Asked Do the respondents have higher level of

brand association than loyalty towards foreign brand.

y Mean value of brand association is 4.68, and that for brand

loyalty towards foreign brand is 1.88.This depicts that brand assotiation is more than brand loyality.

Question No-3
Asked-Classify respondents into low versus high amount spent on basis of median split do they differ in emotional value brand association and brand loyalty of foreign brand. For this respondents are divided into two groups on the basis of median of amount spent by the. <=5000 Low amount spent >5000 High amount spent Null Hypotheses H01 : There is no significance difference of emotional value between the respondents spending high amount and low amount ResultSince the p-value (.376) is greater than the the null hypothesis is accepted. This means the emotional value of respondents for foreign brand spending high amount and low amount is same

H02 : There is no significance difference of brand association between the respondents spending high amount and low amount ResultSince the p-value (.269) is greater than the the null hypothesis is accepted. This means the brand association of respondents spending high amount and low amount for foreign brand is same

H03 : There is no significance difference of brand loyalty between the respondents spending high amount and low amount ResultSince the p-value (.009) is greater than the the null hypothesis is rejected. This means the brand loyalty of respondents spending high amount and low amount for foreign brand is not same.

Question No-4
Asked- Cross tabulation between amount spending and gender. For this the respondents has been divided into two groups <=5000 Low amount spent >5000 - High amount spent

H0 : There is a relationship between gender and amount spent.

Result The p-value is .204 which is greater than so null hypothesis is accepted this means that there is a relationship between gender and amount spent.