Final Research Report

Advertising Research / ADV3500 / Sect. 9212

Team Secta
Michael Cheng / Jamie Daigle / Danny DApuzzo
Dayana Falcon / Chris Kaman / Corry Salm

Submitted: April 19th, 2010

Table of Contents
Executive Summary.1
Situation Analysis3
Industry Analysis.3
Brand Analysis.3
Competitive Analysis...7
Consumer Analysis....10
Macro-Environmental Analysis.12
SWOT14
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 Research20
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 Levis traditional image in a positive manner...27
Theme 7: The Go Forth campaign is raising awareness of the Levis 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 Experience38
Usage of Jeans...38
Preferences Toward Jeans.....39
Attitudes Toward Levis 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, Levis 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 Levis 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, Levis 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 Levis and competitors,
and the types of people they expect to wear Levis 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 Levis 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 targets perceptions of Levis 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

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, Levis 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, Levis 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 Levis: 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
Levis advertising message. Even though consumers have differing definitions regarding the
perfect fit, Levis should emphasize that customers can find their perfect fit due to the wide
variety of cuts and styles that are offered by Levis. Advertising should also incorporate the
traditional brand image, which participants view positively, but relate this to a more
contemporary setting. A spokesperson for Levis 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, Levis 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 consumers individualized style.

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
Levis jeans are the original authentic jeans brand. Introduced in 1873 Levis are the most
prosperous, highly recognized and imitated clothing brand in history. Levis jeans have been an
iconic staple in the lives of many Americans, invented the jeans category and continue to define
the market.

Brand Attributes and Functions

Levis jeans are known for their high quality and long-lasting products. One of the
distinctive characteristics of Levis is they are made of a stain resistant material (Levi Strauss &
Co. Overview Mar. 2009). Another specific attribute is Levis 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 Levis 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 Levis 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 mens jeans and 123 womens jeans targeted towards
people of all ages (Levi Strauss & Co. Overview Mar. 2009).
Positioning and Brand Personality
Levis 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 Levis: empathy, originality, integrity and courage. The core values are the
source of Levis success (Levi Strauss & Co. 2009).
Levis 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, Levis 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.

Cost and Margins

Levi Strauss & Companys net revenues have decreased six percent in the last quarter and
net income has decreased 41 percent (Colbert 2009). The companys reported results reflected
the challenging global economy and the adverse effect of currency exchange rates compared to
the prior year. Levis reported a liquidity position of approximately $386 million of cash, cash
equivalents and availability under its credit facility. The companys 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
Levis jeans vary widely in price from around $20 to over a hundred dollars. The classic
mens 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 Macys, specialty and flagship stores and discount retailers, such as
Target.

Promotions Used Current and Past

In 1984 Levis 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 Levis advertised their
loose-fitting jeans by depicting glamorous bodies in mid-air showing the benefits of the loosefitting jeans (Stevenson Oct. 2009).
The Levis 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).

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 tshirts 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

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 Gaps 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).

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
Levis 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 Levis Jeans. Levis 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 Levis. 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.
Levis 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 Levis 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 Walmarts retail philosophy
Levis 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 Levis because the shelf
space that was once allocated for Levis 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
Levis is currently targeting two prominent segments. Levis 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 Levis jeans. Levis 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. Levis 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).
The second segment consists of a trendier, younger market. Levis hired couture fashion
designers to change their brand to please the growing demographic of younger customers.

10

Therefore, they have rolled out with flagship stores with premium denim Levis lines to capture
the youth markets 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).
Levis is the classic tale of the jean industry. Times are changing and the current market
drivers are not thinking of Levis 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.
Levis 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
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

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

12

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

13

allow the brands to control aspects of the marketing process. Brands which have started doing
this include: Levis, 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 (Mens & 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, Levis

Eco
Produces a wide variety of jeans product
lines
Has several distribution channels
Jeans made of stain resistant fabrics
Patented copper riveting makes jeans
stronger
Opportunities

Go Forth campaign is not expected to be

effective with target
Levis late in joining trend of switching to
premium jeans
Net revenue has decreased by six percent in
the last quarter

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 Levis and others lacked innovation

Threats

Opportunity Recommendation for Research

14

After conducting secondary research we have found that Levis 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

15

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?

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 What are your perceptions of current clothing advertisements?

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?

17

18

Project 2:
Qualitative Research

Introduction
Team Secta has conducted secondary research and has identified reasons why Levis
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 Levis to identify factors relevant to the
product and future opportunities that Levis 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 Levis,
including the trend towards premium jeans, which Levis 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 Levis 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 Levis.

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 Levis 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 Levis 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 Levis 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 Levis. 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
19

understanding of the target markets perception of Levis brand image and

how this compares to what they desire in jeans. The findings from this
research will allow us to identify themes that will help us make an informed
recommendation for Levis 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
Levis 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 Levis was not effectively targeting the 18-24 year
old college student market. We do not have any information on why the
Levis 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.
20

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

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 Levis 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 indepth 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
21

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 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 semicircle 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
22

(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 prescreener.
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. Kims 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, 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,
23

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 Levis 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 prescreeners, 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
24

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 Levis 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 dont care where they are from.
There are few jeans that your body adapts to.
If I try them on and they fit good, Id buy them.
25

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.

you
cant go
throw your
the bars.

I think the perfect jeans are both daytime and nighttime jeans at the same time.
Daytime jeans are: maybe its a little chilly out, the sun didnt pop out so
want them warm and comfortable. Youre at the library all day, so you
home and change. But youre going on a date that night so you just
backpack in the trunk and wear your jeans to the date and then to
[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 Im 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
26

the jeans. This could lead to a purchasing decision. They prefer purchasing jeans when it is not
their primary objective.
[Buying jeans] is a spur of the moment thing.
If theyre really cheap and Im looking for other things, Ill 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 Levis. They identify the brand of jeans by the way
the stitching on the back pockets are designed. For Levis 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 Levis.
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 Levis traditional image in a positive

27

manner.
The participants in our focus group repeatedly associated the word
traditional with the Levis brand. They did not think that traditional had a
negative connotation nor viewed Levis as being outdated. Participants felt
that the traditional image was a good attribute for Levis to have and
associated this with being an all-American brand.
Levis, the American jeans.
Polo and Tommy are what I think of as [what] my dads
generation wears.
of jeans.

I feel like Wrangler and Levis are the Coors Light and Bud Light
Theyre simple, straight-forward, interchangeable.

Theme 7: The Go Forth campaign is raising awareness of the

Levis 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 Levis campaign. They feel it positively
reinforces the character of Levis 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 Levis 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 Levis
jeans.
[The Go Forth campaign] embodies the Levis brand.
28

It kind of embodies the timelessness of Levis, 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.
Im curious and I want try on a pair now.
Back in the day Levis was the only brand, but recently these
other ones have
taken a lot of market share so this is going to
hopefully help revitalize Levis and
bring them back in the mix
with the upper level jeans.
Thats the only jean commercial I can think of right now.

Future Quantitative Research

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

29

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 Levis as being
a traditional brand of jeans. This attribute was seen as positive for Levis
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
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.
30

31

Project 3:
Quantitative Research

Introduction
Team Secta has conducted secondary and primary qualitative research relating to 18-24
year old college students attitudes toward Levis 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 Levis position in the jeans market. It also
provided us with information on the Levis 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 Levis
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 Levis and its competitors. After conducting a focus group, we uncovered
seven themes relating to Levis and the jeans industry, including the desire for fit and versatility,
positive attitude toward Levis traditional image and opportunistic purchasing behaviors. From
these themes we developed four broader meta-themes: ideal jeans, purchase environment, Levis
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 Levis 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 Levis 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 Levis 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 consumers 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. Levis 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. Levis can use this information to decide the most appropriate and ideal spokesperson that
will resonate with the target market. In addition, the targets digital media usage patterns will be
surveyed so that Levis can gain an understanding in how to most effectively communicate with
the consumer.
Lastly, quantitative research will specifically show current attitudes toward the Levis
brand. While qualitative research seemed to indicate a positive view of Levis, 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 Levis
can utilize this in their message.
Attitude Toward Levis 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 Levis. In relation to Levis, 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.
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
33

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 Levis. By doing so, Levis 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 targets 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 Levis 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 Levis 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 Levis. Qualitative research gave us in-depth information
about consumers in relation to Levis 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
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

34

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.
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

35

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
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
36

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 Levis 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.
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 markets 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
37

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%), Levis (11.28%), and Lucky Brand
Jeans (11.28%). These three brands alone account for 48.71% of the responses. In reference to
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

38

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
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 Levis 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

39

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 Levis 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.
Attitudes Toward Levis 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 Levis, 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 Levis, 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 Levis (16%).
When analyzing more in depth, consumers perceive Levis as being a more traditional
and a mid-priced to inexpensive jean. This is consistent with the findings from the focus group

40

where participants believed Levis 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 participants 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
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

41

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
Team Secta used secondary, qualitative, and quantitative research to determine the
important factors that Levis 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. Levis, 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 Levis to target 18-24 year old college students at the University of Florida because
they fit within this growing demographic and Levis 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
42

for fit and versatility, negative feelings towards shopping for jeans, opportunistic purchasing
habits, peer influence, Levis being traditional, and attitudes toward the Go Forth campaign.
From these themes, we created four broader meta-themes: ideal jeans, purchase environment,
Levis 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
did not consider buying jeans a stressful experience. The top three brands the participants owned
were American Eagle, followed by a tie between Levis 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
Levis, respectively. Participants think of Levis as a more traditional brand that carries midpriced to inexpensive jeans. It should be noted that being traditional was seen as a positive
during our qualitative research. The respondents 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

43

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, Levis needs to implement an advertising strategy that will regain
the market share it has lost to its competitors. Levis 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 constitutes
a perfect fit, consumers will be able to find it through the many styles and cuts of jeans that
Levis offers. Because the participants appreciate the fact that Levis is a traditional brand,
advertising should not ignore or omit this characteristic. Instead, Levis needs to embrace their
roots, but relate them to a contemporary setting.
To supplement this message, Levis 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, Levis 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

44

that Levis use Facebook to complement their campaign. Also, we strongly recommend that
Levis increase their efforts on Twitter to reach their consumer. Lastly, to target University of
Florida students Levis 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, Levis 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
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, Levis offers the perfect fitting pair of jeans at the highest quality due to a
wide selection that appeals to your individualized style. Levis is a genuine, relatable, and iconic
brand.

45

Bibliography
Abercrombie & Fitch. Web. 01 Mar. 2010. <http://www.abercrombie.com>.
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-46f4-8c65ac4dca30c6e4&groupId=10125>.

46

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>.
Levi Strauss & Co. 2009. Web. 22 Jan. 2010. <http://www.levistrauss.com>.
Levi Strauss & Co. Overview. Marketline. 13 Mar. 2009. Web. 2 Feb. 2010.
<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/>.
Mens & 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>.
Mossimo. Web. 28 Feb. 2010. <http://www.mossimo.com/>.

47

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/marketingadvertising/branding-brand-development/4670694-1.html>.
Old Navy. Web. 28 Feb. 2010. <http://www.oldnavy.com>.
Pop Cultures. SMRB. Nielsen, Fall 2008. Web. 25 Jan. 2010.
<http://www.smrb.com/c/document_library/get_file?uuid=c950f224-9954-4afd-b3350ce6c0dd2a1b&groupId=10125>.
Qualtrics Survey Software. Web. 14 Apr. 2010. <http://www.qualtrics.com/>.
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.
Web. 24 Jan. 2010.
Wrangler. 2009. Web. 25 Jan. 2010. <www.wrangler.com>.

48

Appendix A: Time Cost Tables

A.1 Secondary Research

49

A.2 Qualitative Research

50

A.3 Quantitative Research

51

Appendix B: Comparison of Competition

52

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.

53

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
2. Are you 18-24 years old? _____ Yes
3. What is your gender? _____ Male

_____No
_____No

_____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
Lucky

Faded Glory
Abercrombie & Fitch
Gap
Diesel
DKNY
American Eagle

Levis
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: __________________________________

54

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. ___________________________________

55

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:_________________

56

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. Extracredit 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

57

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 Levis and its competitors. We will also identify the type of person that
our target expects to wear Levis 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 Levis 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. Dont approve or disapprove of any statements made by participants, respond with
neutral statements.
9. Be sure to hand out visuals or direct the participants 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
58

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
Lets 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! The
59

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
60

Flip flops
Levis jeans
Retro sunglasses
DVD movie

Flip flops
Abercrombie & Fitch jeans
Retro sunglasses
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) Michaels 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?

61

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

Female 5: Mariner Pant

Female 6: Tilted Flare 542
Female 7: Defined Waist
Boot Cut 580
Female 8: Capital E 501

Male 1: Comfort Fit 560

Male 2: Original 501
Male 3: Super Skinny 510
Male 4: 501 Chipped Ridge
1
Male 5: Relaxed
Boot Cut 527

8
5

Brand Perceptions

62

Male 6: Boot Cut 517

Male 7: 514 Slim
Straight
Male 8: Fenom 505

3
4

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 Gaps 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 Levis 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?

63

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 Levis? 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.

64

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)

Wouldnt wear (2, 5, 7)

Participant #5 (Female)

Participant #6 (Male)

65

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)

Didnt like (2. 4)

Tight (3, 4)

Participant #9 (Male)

Participant #10 (Male)

Liked (3, 4, 6, 8)

Casual lighter (1, 5)

66

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)

67

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

68

Rugged

Go to department store

Not familiar with brand

Participant #4
Expensive

Moderately priced

Cheaper

Participant #5
Ones that fit

Would not wear

69

Unsure if they fit

Dont fit

Participant #6
All-purpose jeans, classy and good price

Trying too hard to reach consumers and expensive

Classy, splurge

Dont like them in general

70

Participant #7
Preppy old people

Not familiar with brand

Crazy and fancy

Young and trendy

All American

Edgy

Simple

Participant #8
Would try on and consider

71

Chill jeans

Horseback riding jeans

Favorites

Participant #9
Would wear

Would not wear

Not familiar with brand

Participant #10
72

Like brand and wear them

Bad quality

No experience with brand

73

Appendix I: Cognitive Map

74

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. Levis
______
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
Disagree
(1)
(2)
(3)

75

___________
Agree
(4)

___________
Strongly
Agree
(5)

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 dont 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)

76

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
Disagree
(1)
(2)
(3)
(4)

___________
Strongly
Agree
(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 LEVIS
___________
___________
Strongly
Disagree
Disagree
(1)
(2)

(3)

___________
Strongly
Agree
(4)

I have a positive attitude toward WRANGLER

___________
___________
___________
Strongly
Disagree
Agree
Disagree
(1)
(2)
(3)

___________
Strongly
Agree
(4)

77

___________
Agree

I have a positive attitude toward GAP

___________
___________
Strongly
Disagree
Disagree
(1)
(2)

___________
Agree

___________
Strongly
Agree
(4)

(3)

I have a positive attitude toward LUCKY

___________
___________
Strongly
Disagree
Disagree
(1)
(2)

___________
Agree

___________
Strongly
Agree
(4)

(3)

I have a positive attitude toward DIESEL

___________
___________
Strongly
Disagree
Disagree
(1)
(2)

___________
Agree
(3)

___________
Strongly
Agree
(4)

I have a positive attitude toward AMERICAN EAGLE

___________
___________
___________
Strongly
Disagree
Agree
Disagree
(1)
(2)
(3)

___________
Strongly
Agree
(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
Stressed

-5

-4

-3

-2

-1

0
Excited

-5

-4

-3

-2

-1

0
1
Exhausted

-5

-4

-3

-2

-1

0
1
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)

78

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. Levis
(3)
d. Diesel
(4)
e. Wrangler
(5)
f. American Eagle (6)
23. (Interval/Semantic Differential) Levis brand is:
Traditional
1
2
Inexpensive
1
2
Stylish
1
2

3
3
3

Untraditional
Expensive
Unstylish

24. (Interval/Semantic Differential) Lucky brand is:

Traditional
1
2
Inexpensive
1
2
Stylish
1
2

3
3
3

Untraditional
Expensive
Unstylish

25. (Interval/Semantic Differential) Wrangler brand is:

Traditional
1
2
3
Inexpensive
1
2
3
Stylish
1
2
3

Untraditional
Expensive
Unstylish

79

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)
80

c.
d.
e.
f.

5-6 hours (3)

7-8 hours (4)
9-10 hours (5)
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. ___________________________________
81

Appendix K: Results of Statistical Analysis of Quantitative

Research
Q.3-How often do you wear jeans?
# Answer

Respon
se

1 1-2 times a week

26

27.96%

2 3-4 times a week

41

44.09%

3 More than 5 times a week

26

27.96%

93

100.00%

Total
Q.4-How many pairs of jeans do you own?
Respon
se

1 1-2

3.23
%

2 3-4

24

25.81
%

3 5-6

30

32.26
%

4 7-8

25

26.88
%

5 9-10

5.38
%

6 11+

8.60
%

Answ
er

Q.5-Which brands of jeans do you currently own?

#

Answer

Respon
se

Gap

0.00%

Lucky

22

11.28
%

Levi's

22

11.28
%

Faded Glory

0.51%

Diesel

1.54%

Wrangler

1.54%

Abercombie &
Fitch

18

9.23%

DKNY

2.05%

82

American Eagle

51

26.15
%

1
0

Other

71

36.41
%

Total

195

100.00
%

Q.6-Where do you purchase jeans most often?

#

Answ
er

Respon
se

Catal
og

0%

In
Store

91

98%

Onlin
e

2%

Total

93

100
%

Q.7-I prefer to wear designer jeans.

#

Answer

Respon
se

Strongly
Disagree

2%

Disagree

24

26%

Neutral

34

37%

Agree

29

31%

Strongly Agree

4%

Total

93

100
%

Statistic

Value

Mean

3.10

Variance

0.83

Standard
Deviation

0.91

83

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

Disagr
ee

Agre
e

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

46

45

Q.8-I consider shopping for jeans a stressful experience.

#

Answer

Respon
se

Strongly Disagree

12

13%

Disagree

45

48%

Agree

29

31%

Strongly Agree

8%

Total

93

100
%

Statistic

Value

Mean

2.33

Variance

0.64

Standard
Deviation

0.80

Total
Responses

93

84

Q.9-I go straight to the sales rack when shopping for jeans.

#

Answer

Respon
se

Strongly Disagree

4%

Disagree

45

48%

Agree

34

37%

Strongly Agree

10

11%

Total

93

100
%

Statistic

Value

Mean

2.54

Variance

0.56

Standard
Deviation

0.75

Total
Responses

93

Q.10-When shopping for jeans I buy the cheapest pair I can find.
#

Answer

Respon
se

Strongly Disagree

15

16%

Disagree

60

65%

Agree

18

19%

Strongly Agree

0%

Total

93

100
%

Statistic
Mean

Value
2.03

85

Variance

0.36

Standard
Deviation

0.60

Total
Responses

93

Q.11-I dont mind paying extra for a quality pair of jeans.

#

Answer

Respon
se

Strongly Disagree

1%

Disagree

10%

Agree

67

72%

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:

# Answer

Respon
se

1 Go to Class

82

32%

17

7%

3 Go out at night

80

31%

4 Go to work

44

17%

5 Relax at home

34

13%

257

100
%

Attend Formal
Events

Total

Q.13-The jeans I wear out at night are different from the jeans I wear during the day.
#

Respon
se

Answer

86

Strongly Disagree

4%

Disagree

39

42%

Agree

37

40%

Strongly Agree

13

14%

Total

93

100
%

Statistic

Value

Mean

2.63

Variance

0.60

Standard
Deviation

0.78

Total
Responses

93

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

Respons
es

1 Versatility

1
5

1
1

1
5

3
8

1
4

93

2 Style

3
9

2
5

1
4

93

3 Fit

5
3

1
1

1
6

93

1
2

1
2

1
9

4
1

93

2
3

3
6

1
4

1
5

93

Brand
Name

5 Price

87

Total

9
3

9
3

9
3

9
3

9
3

Q.16-A good fit is important to me when purchasing jeans.

#

Answer

Respon
se

Strongly Disagree

2%

Disagree

0%

No Opinion

1%

Agree

22

24%

Strongly Agree

68

73%

Total

93

100
%

Statistic

Value

Mean

4.66

Variance

0.51

Standard
Deviation

0.71

Total
Responses

93

Q.17-If my jeans look good on me, they do not necessarily have to be the most comfortable.
#

Answer

Respon
se

Strongly Disagree

0%

Disagree

46

49%

Agree

45

48%

Strongly Agree

2%

Total

93

100
%

Statistic

Value

Mean

2.53

Variance

0.30

Standard
Deviation

0.54

Total
Responses

93

88

Q.18- Place a mark on the line below to indicate your attitude on the following brands:
# Question
1

I have a positive
attitude towards LEVI'S

I have a positive
2 attitude towards
WRANGLER

Strongly
Disagree

Disagr
ee

Agre
e

Strongly
Agree

Respons
es

Mea
n

18

62

11

93

2.88

49

32

93

2.34

I have a positive
attitude towards GAP

31

43

14

93

2.71

I have a positive
attitude towards LUCKY

15

52

25

93

3.09

I have a positive
attitude towards DIESEL

26

53

10

93

2.74

20

50

20

93

2.94

I have a positive
6 attitude towards
AMERICAN EAGLE

Q.19-I am _______ when shopping for jeans.

#

Questio
n

-5

Respons
es

Mea
n

Stresse
d

1
0

1
7

1
4

1
3

1 92

5.91

2 Excited

1
5

1
6

2
3

1
4

8 92

7.96

Exhaust
ed

2
2

2
1

2 92

6.08

Frustrat
ed

1
6

1
2

1
1

6 92

6.36

Q.20-When I go buy jeans, it is the main focus of my shopping trip.

89

Answer

Respon
se

Strongly Disagree

3%

Disagree

19

21%

Neutral

21

23%

Agree

37

40%

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

Respon
se

Never

5%

Sometimes

64

70%

Always

23

25%

Total

92

100
%

Statistic

Value

Mean

2.20

Variance

0.27

Standard
Deviation

0.52

Total
Responses

92

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

90

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

100.00

80.14

Total

Q.23-Which brand images do you most associate yourself with?

# Answer

Respon
se

1 Gap

18

17%

2 Lucky

29

27%

3 Levi's

17

16%

4 Diesel

8%

5 Wrangler

2%

American
Eagle

33

31%

Total

108

100
%

Q.24-Levis brand is:

# Question

Respons
es

Mea
n

Traditional:Untraditi
onal

7
6

1
3

91

1.19

Inexpensive:Expens
ive

3
4

5
2

91

1.68

2
0

5
2

1
9

91

1.99

3 Stylish:Unstylish

Q.25-Luckys brand is:

1

Respons
es

Mea
n

Traditional:Untradi
onal

1
7

3
9

3
5

91

2.20

2 Inexpensive:Expen

91

2.71

# Question
1

91

sive
3 Stylish:Unstylish

6
4

2
2

91

1.35

Q.26-Wranglers brand is:

# Question

Respons
es

Mea
n

Traditional:Untraditi
onal

6
6

2
1

91

1.32

Inexpensive:Expens
ive

5
1

3
3

91

1.52

3
9

4
4

91

2.40

3 Stylish:Unstylish

Q.27-Who influences your style?

# Answer

Respon
se

1 Family

30

33
%

2 Friends

66

73
%

3 Celebrities

31

34
%

People who are similar to

myself

52

58
%

No one influences my
style

14

16
%

1%

6 Other

Q.27 (Who influences your style?) and Q.38 (What is your gender?) Cross Tabulation
92

Q.28-Which celebrity do you most identify yourself with?

# Answer

Respon
se

Ryan
Renolds

25

28%

Meagan
Fox

35

39%

Michael
Cera

9%

4 Tina Fey

22

24%

Total

90

100
%

93

Q.29-Drag the bar below to rate each quality a spokesperson for jeans should possess.

# Answer

Average
Value

Standard
Deviation

1 Trustworthy

54.02

28.26

2 Dependable

55.02

26.23

Physically
Attractive

66.38

25.19

4 Relatable

76.68

21.82

252.10

101.50

Total

Q.30-How much time do you spend a week:

# Question

1-2
hour
s

3-4
hour
s

5-6
hour
s

7-8
hour
s

9-10
hour
s

11+
hour
s

Respons
es

Mea
n

1 Surfing the Web

16

18

20

14

16

89

3.79

2 Watching Television

30

20

19

11

89

2.45

Reading
3 newspaper/magazi
nes

58

16

10

89

1.58

4 Social Media

24

22

18

12

89

2.82

49

17

14

89

1.88

Listening to the
Radio

94