Report on Levi\'s & Business Model for LGBT India
Descripción
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Project Report
Submitted by: AshimaKhurana, DFBMMP150823 2015-2017
Submitted to MAFMG Course Team 28th April 2016
Pearl Academy New Delhi
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Declaration I hereby declare that the project work entitled “Report on Levis Strauss & Co”, submitted to the Pearl Academy, is a record of an original work done by me under the guidance of Dr.Sunita Konwar, Course Leader of Masters in Fashion Marketing, and this project is submitted in the partial fulfilment of the requirements for the award of the degree of Master in Fashion Marketing. The results embodied in this work have not been submitted to any other University or Institute for the award of any degree or diploma.
Name of the student: Ashima Khurana Signature:
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Acknowledgment I am highly grateful to the course leader of Masters in Fashion Marketing, Dr.Sunita Konwar for her constant guidance and supervision as well as for providing necessary information regarding the project and also the support and motivation for the completing the project. I have made a lot of efforts in this project, however it would have not been possible without the kind support and help of many individuals, I would like to convey my heartiest gratitude to Dr.Ponam kumar, for her constant help and encouragement, I would like to extend my special gratitude and thanks to Mr Rajeesh Ravindran, Mr. Ramesh Tahiliani, Mr. Neeraj Kapoor, Mr Piyush Pandey, Mrs Ritu Jain, Mr GV Rao for giving me such attention and time. Without their kind word, friendly advice during the project, this would have not been possible. A special thanks to Mr. Sumit Rawat, Store Manager at Levi Strauss and Co. (DLF Mall, Saket) for giving me an insight into the working of the brand and letting me interview the staff members. I would also like to thank the staff members of Levi Strauss and Co. for their cooperation. In the end, I would like to thank my parents and my friends for believing in me and for their constant support and encouragement when it was most required. Name: AshimaKhurana Course: MA Fashion Marketing Cohort: 2015-17 Semester 1
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
List of Figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5-7 Figure 8 Figure 9 Figure 10 Figure 11 Figure 12 Figure 13 Figure 14-16
Ashima Khurana
Estimated Cost of Homophobia India Denim Export Market Overview Presence of International brand in India Research Methodology 1 Levi’s Logo Supply Chain of Levis Perceptual Map BCG & PLC Digital Marketing Budget Levi’s Store supporting LGBT Research Methodology 2 Communication Model
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Executive Summary The project aims to gain knowledge of one of the sub-cultures of the country which differ due to their sexual orientation-The LGBT. This community existed since inception however has been recognized in the recent years. The prime agenda of the report is to bring the eye of business world towards this emerging lucrative market which is estimated to be around 45 million with the spending power of around $200 billion (OutNowConsulting 2013). Also considering the current legal scenario of the nation which is not in support of the segment due to which India is losing onto 6% GDP every year (Hiscott 2014) the reason being mass emigration, brain drain, government spending on diseases suffered by the segment such as HIV, depressions etc. It’s not just their high buying power that makes them lucrative but certain characteristics like brand loyalty. Researches have revealed that this community is not just educated but is brand loyal. Henceforth customer retention rate is high. Levis Strauss & Co. one of the few major brands with 100 % score achieved for being LGBT friendly, by Human Rights Campaign Foundation 2015. This brand has not just made huge funding in many countries to support the community but has also pulled of it’s funding from certain places when they showed explicit discrimination towards the segment. In the first fragment of report an in-depth study of Levis Strauss & Co. is conducted in order to understand the brand & it’s LGBT friendly activities as to how the firm has been successfully targeting the segment with minimum backlashes from heteros. Since Levi’s had no marketing campaign in India catering to this sub-culture thus it is very important to know why is it so. Hence a research has been conducted in order to understand the behavior of heterosexuals towards homosexuals. The findings came out to be totally unexpected and gender related, which said that men have an accepting behavior towards lesbians whereas relatively non-accepting behavior towards gay, especially in advertisements. Therefore a communication model has been developed in the report taking into consideration the psyche of heteros and homos leading to a mutual communication path. The model is an inspiration taken from existing cryptic marketing model, also a philanthropic approach is taken which is again an inspiration taken from the view point of general masses. However receiving a positive/neutral feedback is one of the scenario but the matter of concern is when the negative feedback strikes. Few suggestions are listed in the report to guide the brands as to how to react in such a situation.
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Table of Content 1) Introduction 2) Rationale 3) About Levis Strauss & Co. About Levi’s Growth of Denim in Indian Market 4) Research Objective 1 Research Methodology 1 5) Company’s Business Profile Brand Background Vision & Mission Core Values USP of the brand History & Timeline History behind the brand logo STP Retail Mix Marketing Mix 6) Supply Chain Management 7) Perceptual Map of Levi’s Jeans 8) BCG & PLC of Levis Strauss & Co. 9) Digital Marketing Budget 10) Initiatives of Levis for LGBT equality 11) Research Objective 2 Research Methodology 2 12) Consumer Analysis 13) Communication Model 14) References 15) Annexure
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Levis Strauss & Co. 1. Introduction India being a diversified country has various sub-cultures within. However these subcultures vary not just in terms of values or beliefs but sometimes the way the associate with things, for example- white color is considered propitious for one community whereas considered ominous for another. This belief system has always been followed by a tug of war within various communities, each one trying to be better than another. But their exists one segment which is completely neglected and somewhat underestimated subculture who differ due to their sexual orientation- The LGBT i.e Lesbian, Gay, Bisexual, Transgender. India being the largest democratic country in the world has about 45 million people falling under this segment (OutNowCounsulting, 2013 cited by Staff, 2013). These are the ones who have openly expressed themselves a major chunk is still behind the closet. Since this fragment faces discrimination from there Source: Lee Badgett, World Bank, 2014 Figure:1 heterosexual counterparts, this has led to poor health, depression, suicides, HIV/Aids, mass emigration, brain drain thus costing Indian economy around 30.8 Million Dollar each year, according to study by World Bank 2014( (Hiscott 2014). However if well handled this market is very lucrative particularly for Fashion and Lifestyle brands since they are the early adopters and trend setters, due to them belonging to DINK (double Income no kids) category their disposable incomes are also pretty high, thus according to the latest data the estimated population of this community is said to be around 450 million people with spending power of about USD 3.7 trilllion. Considering just India in 2009 the estimated LGBT population in India was about 30 million people with approximately holding 1.5 lakh crore (D’ Souza and Flock, 2009) whereas in 2013 according to research done by OutNowConsulting firm, around $200 billion (6% of total GDP) was earned by 45 million adult population of LGBT.(Staff, 2013)
2. Rationale Levis entered India in 1994, and expanded itself tremendously across the country. This brand is not just business oriented but is socially responsible as well. Usually the marketing campaigns of the respective brand not just promote the product but associate itself with a social message. Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Fighting against discrimination or adopting sustainable practices in the business, Levis has been among the few firms to initiate. It was the first fortune 500 company to offer health benefit to unmarried domestic partners , and their gay rights track record has been pretty stellar ever since. In 2008 company donated $125,000 to fight prop 8 in California and in 2009, Levi's stores across the country adorned mannequins with white ribbons in solidarity with the White Knot campaign to support marriage equality. And way back in 1992, Levi's pulled its funding from the Boy Scouts of America because of the group's "3 Gs" principle: everyone is free to join unless they're gay, godless, or a girl. (Plaugic, 2012) The fight of Levis towards gay rights and LGBT community is not just confined to California, it has shown it’s effect globally and henceforth for past 12 years the brand has been scoring 100% for being LGBT friendly on Human Rights Campaign Foundation 2015, Corporate Equality index and the distinction in “Best places to work for LGBT Equality”. Talking about it’s initiatives in India, Levis has done lot of funding to NGOs working for the community like Naz, Humsafar. (Company’s website)
3. About Levis Strauss & Co. Levi Strauss (India) Pvt. Ltd., (LSIL) is a Bangalore based, wholly owned subsidiary of Levi Strauss & Co. (LS&CO.). The company markets the Levi's®, Dockers® San Francisco & Levi Strauss Signature® brands in India. Levi Strauss (India) Pvt. Ltd. (LSIL) was established in 1994 and brought authentic original American jeans wear to India by launching the iconic Levi's brand. It has since built a strong retail and distribution network spanning more than 250 cities and 1000 outlets backed by an equally strong sourcing base. The company, with a strength of about 200, is headquartered in Bangalore. Levi Strauss & Co. is known not only for its quality apparel but also as a company that conducts business in a responsible manner. (Company’s website) 3.1 About Levi’s Invented in 1873, Levi's® jeans are the original, authentic jeans. Available in 110 countries across the world, they are the most successful, widely recognized, and often imitated clothing products in the history of apparel. Levi's jeans have captured the attention, imagination, and loyalty of generations of diverse individuals. As the inventor of the category, the Levi's® brand continues to define jeans wear with the widest range of products available, from quintessential classics, such as the iconic Levi's 501 Jeans, to favorite fits and styles in the Red Tab™ line, to truly cutting-edge denim fashion epitomized by Levi's Red. About Levi's® in India Levi's® entered the Indian market in 1994-95, with the opening of their first store in Bangalore in Jun 1995. Over the last 15 years, Levi's® has become the largest and most iconic jeans wear brand in the country, available in approximately 270 exclusive stores, and 500 other points of sale, across more than 200 towns across India. Closely associated with the evolution of jeans wear fashion in India, Levi's® has been responsible for some of the most cutting-edge, Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
definitive, jeans wear communication India has seen. Levi's holds the unique distinction of having won the prestigious Images Fashion Award for the "Most Admired Jeanswear Brand of the Year" for six years in a row. With a product range that spans everyday-wear to extremely evolved, fashion-forward products, Levi's® has been one of the primary catalysts in accelerating the coming of age of the Indian fashion scene. The Levi's® range in India includes the iconic Levi’s® 501® Jeans, Levi’s® Red Tab™, and Levi’s® Diva, amongst others. The Levi's® brand has big plans for its future in India, and is committed to firmly placing India on the world map in terms of jeanswear consumption and creation. (Company’s website) 3.2 Growth of Denim in Indian Market Denim has been playing a dual role in India — serving both as a major fashion trend and helping to break down barriers since jeans are worn by consumers across all of the country’s economic strata and in both urban and rural areas. Yet as J. Berrye Worsham, president and chief executive officer of Cotton Incorporated, noted that only 32 percent of people in India like to wear denim. Sharing a recent study by Cotton Inc., he said 71 percent of people in Europe and Latin America enjoy wearing denim, followed by 70 percent in the U.S., 58 percent in China and 57 percent in Japan. (Saini, 2016) The global market for denim is forecast to reach USD 64.1 billion by 2020. The Indian denim industry has shown continual growth over the years and currently the country boasts of a denim manufacturing capacity of around 1.2 billion metres per annum. Its utilization levels are pegged at 80-85%. Despite the impressive statistics, the Source: SuryaLakshmi Cotton Mills, 2015 Indian denim manufacturing industry contributes Figure:2 5% to the global scenario, reflecting the overall performance of the textiles industry (SuryaLakshmi Cotton Mills Limited, 2015) Historically, denim has been one of the fastestgrowing apparel fabric segments, having grown by 500 million meters, from 700 million meters in 2010 to 1.2 billion in 2015,” said PR Roy, chairman of Diagonal Consulting in India. He noted the country’s denim capacity is far higher than current production — 300 million meters Source: SuryaLakshmi Cotton Mills more can be produced each year. Figure : 3 “It’s a question of tapping the resources that already exist,” he said. Denim makes up 35 percent of total textile exports from India and is expected to rise to 45 percent of total exports by 2020. The production capacity is also expected to increase, to 1.5 Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
billion meters by 2020 (Saini, 2016). The market seems to be the most promising apparel category in the Indian market. The concept of denims came in India in the 1980’s and has since become a staple in the wardrobe of every Indian consumer.
4. Research Objective RO1: To gain an in-depth knowledge of the brand Levis Strauss & Co. Research Methodology
5. Company’s Business Profile
Figure : 4
5.1 Brand Background Even though all brands that fall under the category of denims are well established and are popular in their own way, the one that catches the eye is the Levi Strauss and Co. It has become one of the most widely recognized brands and epitomizes the classic American Style and Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
effortless cool. The invention of the patent riveted clothing by the company founder Levis Strauss and a tailor named Jacob Davis in 1873 gave rise to the Levi’s Jeans which has become one of the world’s most recognized and imitated apparel in the world. Its increased durability is what differentiates it from other denim brands and has helped the brand gain monopoly over its competitors. By the year 1977, Levis Strauss and Co. became the world’s largest jean manufacturers. Levi’s as a brand was able to provide a wide range of products targeting various market segments and capturing a variety of demands. One of their best pieces of clothing is the 501 jean but has come up with newer styles like the 511 fit with its much skinnier tapered leg. It continues to evolve with the changing time and the innovation in fabrics and technology. Over the years, it has expanded its jean product and has started catering to a variety of customers. *Information taken from the brand’s official website. 5.2 Vision statement “We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit.” Mission Statement “The Mission of Levi Strauss & Co. is to sustain responsible commercial success as a global marketing company of branded apparel. We must balance goals of superior profitability and return on investment, leadership market positions, and superior products and service. We will conduct our business ethically and demonstrate leadership in satisfying our responsibilities to our communities and to society. Our work environment will be safe and productive and characterized by fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development.” 5.3 Core Values The brand follows the core values of Originality, Empathy, Integrity and Courage (paintboxproductions, 2010). Originality: This sprit that started in the year 1873 with the innovation of the first pair of blue jeans still spreads through all the aspects of its business. Through innovative products, Levi’s has managed to always be ahead of its competitors. Empathy: Levi’s as a brand believe in seeing things from the point of view of others. It listens to its customers, employees and stakeholders and responds accordingly. Integrity: When doing business, Levi’s believes in putting social responsibility and ethical conduct on the top. This can be seen in all steps of its business. Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Courage: It has always stood up for what it believes in and has always welcomed all conventional wisdom and practices. 5.4 USP of the brand The fact that Levi’s is the inventor of the denim jeans – a quintessential American garment and that it provides a good balance between modernity and comfort makes it unique and different from other denim brands. Also, Levis is the only brand that follows a three digit naming system for their products. The reason for this is unknown. 5.5 History and Timeline Levi Strauss, a Bavarian-born dry goods merchant, came to San Francisco in 1853 at the age of 24 to open a West Coast branch of his brothers’ New York wholesale dry goods business. Over the next 20 years, he built his business into a very successful operation, making a name for himself not only as a well-respected businessman, but also as a local philanthropist. One of Levi’s customers was a tailor named Jacob Davis. One day the wife of a local labourer asked Jacob to make a pair of pants for her husband that wouldn’t fall apart. Jacob tried to think of a way to strengthen his trousers and came up with the idea to put metal rivets at points of strain, like pocket corners and the base of the button fly. These riveted pants were an instant hit. Jacob quickly decided to take out a patent on the process, but needed a business partner to help get the project rolling. He immediately thought of Levi Strauss, from whom he had purchased the cloth to make his riveted pants. Davis wrote to Levi to suggest that the two men hold the patent together. Levi, being an astute businessman, saw the potential for this new product, and agreed to Jacob’s proposal. The two men received patent #139,121 from the U.S. Patent and Trademark Office on May 20, 1873. Soon, the first riveted clothing was made and sold. Within a very short time, the jean was a success. Although denim pants had been around as work wear for many years, it was the act of placing rivets in these traditional pants (they were then called overalls) for the first time that created what we now call jeans. * The above information was taken from the brand’s official website. 5.6 History behind the Brand Logo The Levi’s logo was first introduced in 1936, in order to make it easier for people to recognize a pair of Levi’s jeans from a distance. Over a period of time, the logo became one of the main brand elements. The famous red logo has become one of the most recognized logos in the world and has become one of the most result oriented logos in the history of design. Ashima Khurana
Source: Unzipped – Levi’s official blog, 2011
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Initially, the first Levi’s logo consisted of two horses trying to seek the opposite direction. The only thing stopping them is a pair of jeans which is attached to each horse. The inspiration behind this was the story of a locomotive driver who drove two carriages to the destination by tying them up with a pair of jeans. Another explanation of this logo is that the horses were trying to pull in the opposite direction on the same pair of jeans, in vain trying to rip them apart. This logo was introduced in 1886. The red tab logo was introduced in 1936 in an attempt to differentiate a pair of Levi’s jeans from all the brands trying to imitate it. It was a reflection of the brand’s distinctiveness and iconic reputation. It showcases the brand’s theme of uniqueness and individuality. The red colour in the logo symbolizes energy, determination and passion and the white highlights the attributes of power, explosiveness, rebellion and endurance. This also served as a major marketing strategy as the company decided to include the phrase “look for the Red tab” in a variety of in store and outdoor advertising during the 1940’s and the 1950’s (unzipped – Levis official blog, 2011) Source: Unzipped - Levi’s official blog, 2011 Figure : 6
In 2011, as a part of Levi’s rebranding strategy, Turner Duckworth decided to tone done the existing Levis logo down to the red “batwing” design of the back pocket (Ron Vlugt, 2012). This new logo doesn’t even need to have the name for it to be recognizable. Instead it is recognized by the folded ® symbol reinforcing the idea that the shape is Source: Levi’s official blog Figure : 7 to represent a pocket on a pair of Levis. This change in design turned out to work in the favor of the brand and turned a necessary branding evil into a clever marketing strategy (Brownlee J, 2014). 5.7 Segmentation Demographic Segmentation Demographic segmentation involves dividing the market on the basis of variable such as age, gender, income, education, occupation, race, generation, nationality and social class. Levi’s follows these divisions to segment its market. This implies that it considers everyone to be its potential customer and tries to cater to each of the segment. Gender: Levi’s has a variety of product that caters to both men as well as women ranging from bottoms (shorts, jeans) to tops (t-shirts, shirts). With the Levi’s curve ID collection, women have a lot to choose from. It also provides a lot of accessories to cater to the demands of different customers. Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Income: It usually concentrates on the upper class that can afford to wear such pieces of clothing. However, it has also started catering to the upper middle class as well. The price range of Levi’s products is between . Age: The main focus of Levis lies on the youth. However, it caters to adults, juniors, kids and babies as well. Occupation: As far as occupation is concerned, Levi’s divides into the students, professionals, businessmen and women and the executive segments (Lee, Moon and Lin, 2014). Geographic Segmentation This includes dividing the market into different geographic segments such as nations, states, regions, countries, cities or neighborhood. The main aim of Levi’s is to expand its reach by covering all the major countries in the world. It is most popular in places like America, Europe and Asia. Its three main head quarters are in San Francisco, Brussels and Singapore and has sales in more than 110 countries all around the globe. Psychographic Segmentation In the psychographic segment, buyers are divided into sections on the basis of lifestyle or values or personality. People living within the same demographics can exhibit different psychographic properties. Levi’s as a company tries to deal with all types of customers and has various brands catering to a variety of people. It segregates its target market on the basis of lifestyles, interest, values, activities and personality. Behavior Segmentation It focuses on the main behavior of the customers that the marketers should focus on – occasions, benefits, status, loyalty, usage rates, etc. Levi’s focuses on people belonging to the upper class and the upper middle class. For such people, price does not play a major role in making the buying decision. Increasing focus is being giving to the customers in the developing countries as their disposable income is increasing and they are willing to pay more for good quality and durable products. For this segmentation, Levis Strauss and Co. follows the parameters of – occasions, brand loyalty, usage rates and benefits. Target Levi Strauss and Co. essentially targets the upper class and the upper middle class youth belonging to the age group of 13 to 35 years of age even though they do have products that cater to people who are 35 years of age. Its main aim is to establish long term relations with its customers by providing a wide variety of apparel that they can team up with the accessories that are in vogue at a given time. Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Positioning Levi’s has always portrayed their brand to be one that is associated with style, comfort and as something which never goes out of style. Their current campaign, ‘Live in Levi’s’ helped in highlighting their belief that putting an advertisement on social media is never enough, the content of that advertisement should be interactive and should be able to engage with the customer. The main aim of this campaign was to encourage the loyal customers of the brand to share their stories and pictures. Growth The global market for jeans is expected to rise and to reach 115 billion USD by the end of 2015, according to Euromonitor International, a London based market intelligence firm. However, an American based research company by the name of NPD Group reported a drop of 6 percent in August 2014. Hence, it becomes necessary for Levi’s to up its game in order to sustain in such a dynamic market. A way that they are going to deal with this is by building on their classic 501 jeans, both for men as well as for women. The company has recently come up with a tapered version of the classic 501 style called the 501CT, where CT stands for customized and tapered. This was done to make the jeans more suited for today’s market (Kansara, 2015). Also, the company has decided to expand its product range. Even though 80% of their sales still come from denim pants, they have realized that only 7 – 8% of a consumer’s wardrobe comprises of jeans. The company is trying to expand its horizons by bringing in trucker jackets and t-shirts, both of which still connected to the brand’s heritage. It is also focused on belts, undergarments and footwear. Both these steps are helping Levi’s sustain and grow in the market. 5.8 Retail Mix Location The factors that the brand takes into consideration while deciding the location of a store are:
Demographics – Lifestyle, age, income, etc. Traffic and access – Access to the store, street congestion, Public transport in the area Competition - Presence of competitors in the location, Key player analysis Site factors – Size of site, parking space, visibility of the store, etc. Cost factors – Rent of the site, operational costs, Local taxes, etc.
Levis is spread in more than 110 countries. As far as India goes, Levi Strauss and Co. has more than 200 stores all across the country through flagship stores and franchises. They initially also sold through multi brand outlets but decided discontinue doing so in the year 2006 as an attempt to maintain the exclusivity of the brand (Levi Strauss and Co. Annual report, 2011). Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
The brand realized that in order for its product to sell it needs to increase its visibility. In order to do this, the brand organized a well controlled and a very well systematized channel of distribution. It has hired special warehouses to keep the stock. There are warehouses in each of the country that it sells in so that fast distribution can take place. Other than this, internet has also become one of the main selling mediums for the company. It has a website where the customers could browse through and could buy the product at his or her convenience. Merchandise Assortment Levi’s Strauss and Co. is able to earn profits all throughout the year because its products are considered to be of great quality and durability. There are three main brands that the company has. These are: Levi’s® This brand was introduced in 1873 and is the most successful and widely recognized denim brand in the world. Being the inventor of this category, it continues to grow and expand with its wide range of products ranging from the classic 501 original jeans to their premium collection. Dockers® This sub brand of Levi Strauss and Co. was launched in the United States of America in the year 1986 and was instrumental in creating a new range of products for men’s pants and in introducing casual wear in the workplace. It quickly became the number one khakhi brand in the Sates. In 1988, it introduced a line for women that offered a variety of tops, dresses and casual bottoms and also offered a variety of accessories to fit different types of body shapes and sizes. Today, this brand is being offered in more than 50 countries and offers a variety of assorted products and stylish pieces. The Levi Strauss Signature Signature by Levi Strauss and Co. was launched in 2003 for customers who shopped in the mass channel. It provides value conscious customers the access to high quality, affordable and fashionable jeans from a company that they are loyal towards. It includes a variety of denim and non – denim pants, shirts, jackets and skirts for men, women and kids. Apart from the above mentioned brands, Levi Strauss and Co. also came up with a brand called DENIZEN® in 2011. This was sold exclusively at Target® and at Target.com. Denizen means inhabitant – someone belonging to a community of friends and family. This brand is known for the variety that it provides in terms of fit and styles with the quality craftsmanship that Levis is known for. This brand was discontinued in 2013 in Asia.
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
The most popular pair of Levis jeans is their signature 501 classic jeans. However, as far as the Indian market is concerned, it is the 511 skinny jeans which are the most sold. It comprises of 47 – 48% of the total sales that the brand gets in India.* *As told by Mr. Sumit Rawat, Store Manager of Levis (DLF Saket). Price of the products offered The prices of all the products offered by Levi Strauss and Co. are fixed by the company. They have fixed prices and do not offer any discounts to customers and not even to the employees in order to maintain exclusivity of their products. Products are sold through cash or credit cards and the extra charge of the credit sales (3 percent) is not paid by the customers but by the company itself. Price determination is not dependent of the competitors but on the following factors:
Cost of the product The disposable income of the target market Demand for the product in the market Unique and innovative features of the product
As far as the India market is concerned, the prices of products start from Rs.299 and can go up to Rs.7500. Communication Mix Levi Strauss and Co. reaches its target audience through print advertisements, Television advertisements on channels which are youth oriented such as ESPN, MTV, FOX sports, etc. They have also created online forums to interact with their current and prospective customers such as websites, Facebook, Youtube and twitter. This has helped the customers interact with each other and has helped the brand in creating brand image and loyalty. Other sources that help them in increasing their visibility is through sponsoring various sports events like hockey, basketball, etc. Store design and display The store design and display of Levis is synonymous with the core values of the brand. The interiors of the store are very minimum yet functional. The first thing that one notices when one enters the store is the variety of denims that are displayed. The segregation of various ranges help in identifying what one needs and makes the shopping experience easy and quick. As far s the visual merchandise goes, it is changed every month according to the information given to the store manager by the regional manager.
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Customer Service The main aim of Levi Strauss and Co. is to retain its customers and to build brand loyalty by providing them with not just the best quality products but by also providing them with the best quality service. Each store has multiple salesmen that help in advising and assisting the customer while making a purchase decision. They follow a 21 day return/ exchange policy wherein the customer can return or exchange the product provided it is in mint condition and he has a valid proof of purchase. They also provide after sales services such as getting the jeans altered to make it them the appropriate length or fit. 5.9 Marketing Mix Marketing mix tells us about the set of actions or the tactics that the company uses to promote its brand or product/services in the market (The Economic Times, 2015). Product Levis Strauss and Co. in essentially divided into three sub brands namely – Levis, Dockers and Levis Strauss Signature. Levis (1873) - As the inventor of the jean category, Levis continues to provide good quality and durable jeans and have the widest range of products available from the classics such as the 501’s to the customized Levis Premium range. Dockers® (1986) – This sub brand of Levis Strauss and Co. was instrumental in expanding the product range for the brand. It was mainly responsible for creating khakhi pants for men and introducing casual wear to the workplace. The brand has also introduced a more feminine version of the apparel. This includes dresses, tops and pants apart from the casual jeans that they offer. They have also started offering accessories like sunglasses, belts, handbags and shoes. They cater to men, women and children. Levis Strauss Signature (2003) – This brand was created in order to cater to the value conscious customers. It includes a variety of denim and non-denim pants, shirts, skirts and jackets for men, women and children all designed with the high quality. Price The pricing for any product is crucial as the consumers want the best goods for the lowest price possible. The pricing for each of the Levi’s product varies from country to country. This is because of it’s costing in the local atmosphere and the various social and political factors which may vary from country to country. As far as India goes, the price range of Levi’s products starts from Rs.299 and can go up to Rs.7500. An important thing to be kept in mind is that the pricing strategy for Levi’s is not dependent on the competitor’s pricing but is based on various other factors like costing, market affordability
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
and demand for the product. The brand refuses to compromise with the quality just to reduce the price as it is confident of its loyal customers. Place Levi’s is divided into three divisions namely: Levis – Strauss America (Head quarters – San Francisco), Levis – Strauss Africa, Middle East and Europe (Head quarters - Brussels) and lastly, Levis – Strauss Asia- Pacific (Head quarters – Singapore). It started its business from San Francisco and later moved on to countries like China, Australia, Japan, Sri Lanka and Singapore. It has sales in more than 110 countries and as far as India is concerned it has around 270 flagship stores and 500 other stores all around the country (Levi.in, 2015) Online Presence Levis has a online store in India, other than that it sells through
Myntra Jabong Snapdeal Flipkart abof
Promotion In order to increase its visibility, Levi’s has been into aggressive advertising. It has shown off beat commercials in Television, Newspapers, Billboards and Fashion magazines. The brand has also brought in celebrities to endorse its products. For example, in the Philippines it has six brand ambassadors for the products including Maxine Magolona, Laulen Young, Shamcey Supsup and Venus Raj. In India, the brand ambassadors for Levi’s are Priyanka Chopra, Deepika Padukone and Akshay Kumar. The brand is into the method of competitive advertising to promote its products. *The data has been taken from Company’s Official website
6 Supply Chain Management With the increase in demand, the production for Levis jeans began to grow in the 1920’s and boomed in the 1950’s and 1960’s. In the early 1900’s the competitors for Levis decided to outsource their production and Levis decided to follow suit and moved its production overseas. The suppliers for Levi Strauss and Co. are spread all over the world except for places like Australia and Antarctica. They have 797 manufacturing contractors globally and out of these factories about a third (279) are in China. They have a public list available of all the names and locations of their active, approved ownedAshima Khurana Source: Denimclubindia.org Figure : 8
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
and-operated, contract and licensee factories that manufacture and finish all of their products. A lot of research was done by the company to understand where they could incorporate the external and internal impacts that it made on the environment. They started assessing their products according to the cradle-to-grave approach and tried to find ways through which the aspect of sustainability could be incorporated in various steps of the product lifecycle. The assessment of the lifecycle of their products was created to address the environmental sustainability and business sustainability. These systems in their respective order are: (1) cotton production; (2) fabric production; (3) garment manufacturing; (4) transportation and distribution; (5) consumer use; (6) recycling, which then goes back to step (2); or (7) waste stream in a landfill. More than 95% of the cotton used by the brand is sourced from countries like U.S., China, India, Turkey and Pakistan. As far as distribution goes, Levi Strauss and Co. has its own logistics department that handles the distribution of the products.
7 Perceptual Map of Levi’s Jeans
Figure : 9
The graph above is the perceptual map of Levis Jeans in India both for Men and Women, where 1- 23 are the codes given to each style of Jeans and is divided in terms of Fit and Price, X-axis starts from Regular fit to straight fit and ending at the Skinny fit, whereas the Y-axis starts with the highest price, which is according to the jeans sample taken, 4599 INR and lowest being 1299 INR thereby the mid value being INR 2949. Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Following is the Coding Given of the products and their Prices Coding 1 2 3 4 5 6 7 8 9 10 11 12
Product Name 513 Levis Blue straight fit 508 Regular Fit 501 Regular Fit 550 Relaxed Fit 514 501 513 511 501 CT Slim Fit Skinny Fit Women’s Jeans Straight Jeans Slim Fit 312 711 711 710 312 601 710 721 311
13 14 15 16 17 18 19 20 21 22 23
Price INR 1299 INR 2999 INR 1599 INR 1499 INR 1850 INR 3,911 INR 3039 INR 4001 INR 1299 INR 2599 INR 1750 2199 INR 4599 INR 2899 INR 3999 INR 1599 INR 2899 INR 3999 INR 3999 INR 2299 INR 1599 INR 2699 INR 3199 *Complied by author
8. BCG Matrix & PLC of Levi’s. The BCG Matrix is within Levis Strauss & Co. thus taking into account the 4 brands- Levi’s, denizen, Signature & Dockers out of these Levi’s has the major market share of approximately 85% however the net revenue of the firm has decreased leading to reduction in the market growth and hence falls in the category of Cash Cow. Therefore this signifies Levi’s being on the maturity stage when compared among it’s family brands. (Annual Report, 2015)
Maturity Star
?
Rev enu e
Market Growth
Cash Cow
Ashima Khurana
Dog
Market Share
Time *Complied by author Figure : 10
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
9. Digital Marketing Budget of Levis Strauss & Co. Expenses on:
Budget (in Billion)
Public Relation
USD $ 48
Mobile, Online, Web marketing
USD $ 72
Advertising
USD $ 235
Events & Tradeshow
USD $ 72
Direct Marketing
USD $ 48
Total
USD $475 *Complied by author Figure : 11
10. Initiative of Levis for LGBT Equality Equality should not be based on the discretion of anyone. At Levi Strauss & Co., they believe that treating all people equally and fairly is good for business. By letting their voice be heard, they act as a force for change, supporting the movement toward an equitable society for all. That’s why they have joined with prominent business leaders in the fight against recent legislation that allows anyone to use biases or religious beliefs to discriminate against any individual. In conjunction with the Human Rights Campaign and other leading companies, Levi Strauss & Co. signed onto letters this month asking for full repeals of Mississippi’s Source: Unzipped blog, 2016 House Bill 1523 and North Carolina’s anti-LGBT legislation, House Bill 2. As both letters state, Figure : 12 “Discrimination is wrong, and we believe it has no place in [these states] or anywhere in country. As companies that pride ourselves on being inclusive and welcoming to all, we strongly urge you to repeal.” Their values of originality, empathy, courage and integrity have guided not only how they produce products, but how they support communities and treat people. (Unzipped Blog, 2016)
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Levis Strauss & Co. MAFMG 2015-2017 Semester-1
11. Research Objective 2 RO2: To understand the behavior of heterosexuals towards homosexuals RO2.1: To develop a communication model of advertisements to reach LGBT effectively. Research Methodology
Figure : 13 Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
12. Consumer Analysis 1. The following graph is aimed to analyze the behavior of Men & Women towards Gay & Lesbian, a word association was played with the respondents were they had to mention one word/phrase that comes to their mind when they hear the word Gay/ Lesbian.
Interpretation- Majority of men showed a positive and more accepting attitude towards Lesbian and the words frequently used were- Hot, Sexy, Love whereas on the other hand they showed a non-accepting attitude towards Gay. Females showed positive and accepting attitude towards both lesbian & gay. Female respondents were neutral and positive towards both.
2.
The section below has record of respondents and their attitude towards Lesbian Visual.
Number of Respondents
Lesbian Visual 80 60
40 20 0 Like Dislike
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Male 68
Female 71
7
4
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
The graph depicts the reason of liking the visual. Reason of liking the Visual (Men) 10%
Reason of Liking the visual (Women) 7%
Emotional Connect Between the two women Others
90%
Emotional Connect between the two women Others
93%
Interpretation: Majority of men & women liked the Visual and the reason being *the emotional connect between the 2 women* whereas minority did mention other reasons as well
Number of Respondents
Attitude Towards Gay Visual 70 60 50 40 30 20 10 0
Like Dislike
Men 47
Female 68
28
7
Reason of Liking The Visual ( Men)
30% 70%
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Emotinal Connect between the Two men Others
Reason of Liking the Visual (women) 9% Emotional Connect 91%
Others
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Interpretation: Majority of men liked the visual however a considerable number did dislike the same whereas on the other hand the proportion of women liking the gay visual was almost same as the ones liking the Lesbian visual. However what matters is the reason behind it thus the graph below depicts a comparative analysis of male & female liking each visual due to the emotional connect between the two human beings.
Female who liked the Visual due to Emotional Connect
70
70 Number of Respondents
Number of Respondents
Men who liked the Visual due to Emotional Connect
60 50 40
30 20 10
60 50 40
30 20 10
0
Lesbian Visual
Lesbian Visual
Gay Visual
Gay visual
Interpretation: From the above graph it is very clear that Gender of a person has a relation with their behavior towards homosexuality. Hence Males show a positive attitude towards Lesbians whereas Females are indifferent and comparatively more supportive towards LGBT community. The following graph records the behavior of heterosexuals towards homosexual display of affection or 0.5
0 Male -0.5
-1 -1.5
intimacy in advertisements. Ashima Khurana
Female
Two men Holding hand or showing affection in Advertisement is Revolting
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Interpretation: Male & Female respondents disagreed when asked “two women making love or showing affection in advertisement is revolting” which means that lesbian showcasing affection is acceptable, further referring to the word association where the frequent words used were Hot, Sexy also in the focus group discussion men were asked if they liked visuals/videos of 2 women being together, the response receive was ‘Yes’ Whereas on the other hand when the same situation involved gay instead of lesbian the response was slightly different from the hetero males. They shared agreement on the statement that ‘Two men making love or showing affection in advertisements is revolting’ whereas the female group of respondents were still on the disagreement side. Further referring to focus group discussion with the men, the group believed that if a male likes gay intimacy then he himself might be gay.
This community is one of those fighting for equality not just in India but across the world, however has gained acceptability in few developed countries like USA, UK etc. since the scenario of each country is different, their laws towards homosexuality is different and hence the attitude of the citizens are different therefore communication model for each country cannot be same. In the broader perspective the concept of Cryptic Marketing is followed to reach the new emerging market. Cryptic Marketing The strategic communication approach investigated in this research is cryptic marketing. Cryptic marketing is the process of sending marketing messages containing deliberate, underlying and implied meanings to specific subcultures or subgroups within a mainstream society who are able to decode and understand. This means the use of implicit meaning within the explicit message creates a bond between the gay market and advertiser, without offending the heterosexual consumers who are less likely to identify or understand gay iconography (Oakenfull, McCarthy and Greenlee, 2008). Marketers have used many different approaches in conveying messages to audiences, including camouflage, guerrilla, viral or target marketing. However in order to communicate with a specific subculture market within a dominant culture society, the use of cryptic marketing is inherently and strategically effective. Closely related to this focus is the work of scholars (e.g. Oakenfull, McCarthy and Greenlee, 2008; Oakenfull and Greenlee, 2005; Edelheim, 2007; Bhat, Leigh and Wardlow, 1998; Hise, 1972) who have discussed the use of encryption in advertising and marketing in which specific group of consumers are either able or unable to interpret the coded communication. Some of the authors (Oakenfull, McCarthy and Greenlee, 2008; Oakenfull and Greenlee, 2005; Bhat, Leigh and Wardlow, 1998) have tested and proved the correlation in the use of coded gay semiotics in advertising and marketing materials and response by both intended and nonintended groups. This approach means general consumers Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
will receive only the explicit marketing message and not comprehend the implicit message intended for the specific target group. This paves the way for marketers to target specific subcultures or niche market using mainstream media and avoid probable negative associations by the mainstream market (Oakenfull, McCarthy and Greenlee, 2008; Oakenfull and Greenlee, 2005; Bhat, Leigh and Wardlow, 1998). As discussed earlier the pink rupee market is a subculture that is deemed financially lucrative by many organizations. However marketing messages targeting gay males are limited to use of specific mediums and channels, such as gay specific magazines, websites or venues. Through encrypted communication, perceived values and key messages to the pink rupee market can be marketed through mass mediums such as radio, television and newspapers without incurring negatives responses from the non-gay market. The model proposes that perceived values identified through subculture research are embedded into marketing and advertising messages. The implicit message is then encrypted privately using subculture knowledge as the key within the explicit message and transmitted through any channel to the public. The recipients who have knowledge of the specific subculture will be able to decode and receive the implicit message while the others who have no knowledge of the subculture will only decode the explicit message. This means the marketer can deliver more than one message to multiple audiences through one communication simultaneously. From this the concept of the cryptic communication model is developed.
13. Communication Model
Source: Choong, K 2014 Figure : 14
The codes that can be used are- rainbow flag, ring on the pinky finger etc however overt codes can cause the campaign to backfire. In an interview with ‘Professional Lesbian’, Jenn. T. Grace, it was mentioned that even in countries like US where things have changed for positive but when Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
overt codes are used in advertisements then probability of it backlashing increases and it has happened in past. Thus a firm has to be very careful with the kind of campaign. However the kind of visual or model to be used in advertisements is another matter of concern.
Thereby a model has been developed essentially for a Men’s wear brand keeping in mind the cryptic approach and the behavior of Men towards homosexuality.
Significance: This model aims to target 2 audiences at one go, the research discussed above clearly describes that heterosexual men are more accepting towards lesbian visuals, on the other hand interviews conducted with homosexual women revealed that lesbians see themselves with more of masculine traits and like to carry an androgynous, dandy like look. This sounds perfect for a Men’s wear brand where a hetero Male will target the audience of same orientation and homosexual women styled with more androgynous, dandy look will target audience of the other orientation. A cryptic code is still necessary in this model since a look won’t define the LGBT friendliness of the company but the code will. Philanthropic Approach This model is designed to reach the community explicitly without using codes. The advertisement is designed in a philanthropic manner so that it emotionally appeals to hetero counterparts and ideally the perceived message should be- ‘Brand is socially responsible’. *Compiled by author Figure : 15
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Levis Strauss & Co. MAFMG 2015-2017 Semester-1
*Compiled by author Figure : 16
However if not followed correctly this approach has higher risk of being backlashed by the homophobians. In an ideal situation the brand via this communicative advertisement should be considered socially responsible by heterosexuals leading to a feeling to belongingness by the homosexuals. Another way out could be having a campaign with 4-5 social issues, one of them being discrimination towards homosexuality. In such a scenario the brand will explicitly approach the community with a decreased risk of campaign being backfired. But the situation could be other way round as well. Getting a positive/neutral feedback is an ideal scenario, a brand should be ready with a backup plan incase of negative feedback. According to Jenn.T.grace (Professional Lesbian) a brand should never step back from it’s statement once made in an advertisements especially while dealing with such sensitive topics because if the brand takes it’s words back it not just upsets the community the brand was initially trying to support but the supporters of the community as well. Also when asked in the interview with Jenn.T. Grace that what could be the possible reason for a brand like Levi’s not having LGBT inclusive advertisements/campaigns in India, the answer received was- “not having a total handle on the LGBT climate in India my guess would be that this is too risky for them. Many brands are putting themselves at risk in the United States in regards to marriage equality. There has been a lot of backlash. So my guess is supporting marriage equality in a country where it is illegal for two men to be together puts their brand at risk against the government in which they do business.”
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Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Conclusion India is a diversified country with so many sub-cultures holding together, however this diversification and differences in values and beliefs to some degree have led to unequal segregation within. The focus of this project has been on LGBT community which is an emerging lucrative market of India with the spending power of $200 billion. (Staff, 2013) not just that, the discrimination towards this community has led the country to lose 6% of GDP annually, the reason being brain-drain, mass emigration, increase in spread of HIV, depression etc. (Hiscott, 2014) Though the government on Feb 2 2016 announced it’s decision to reconsider the law that criminalizes homosexuality in the country, the next step is awaited. Levi’s is among those few brands which are 100% LGBT friendly and has scored a distinction in the ‘best places to work for LGBT’. In India the brand has funded few NGOs working for the community. However for a brand to target this sub-culture it is very crucial to understand the behavior of heterosexual as India is homophobic centric thus having LGBT inclusive campaigns have a higher risk of it being boycotted by hetero counterparts. The research revealed that hetero men have a positive and accepting attitude towards lesbians whereas relatively negative and non-accepting attitude towards gay. Thus the communication model designed talks about reaching the sub-culture in an effective way. The idea is to target both the cultures within a same campaign without offending any. However what’s crucial to understand is the behavior of brand towards negative response of LGBT friendly campaigns, a brand must never back out from what it has started supporting because this will lead to not just hetero’s criticizing but homos and supporters of homos joining the race against brand too. Overall this market is lucrative and hence will prove to be beneficial for marketers if reached in a right manner. Although the proportion of homophobians is more than the supporters but if a right message is delivered with a right medium in a right way it will definitely have a positive effect. It was people of India who once believed in untouchability & now the citizen of that country has to an extent successfully removed that concept, it all about educating people, spreading awareness and mass media, advertisements, short-films could be few of the best ways to initiate a race of removing the stigma attached to homosexuality.
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Referencing
Hiscott, R 2014, ‘Homophobia is hurting the economy’. Retrieved on February 12, 2016, from http://www.huffingtonpost.com/entry/homophobia-economyindia_n_5488662.html?section=india D’Souza, N and Flock, E 2009, ‘The Lure of Pink Rupee’. Retrieved on February 27, 2016, from http://forbesindia.com/article/briefing/the-lure-of-the-pink-rupee/6652/1 Staff, F 2013, ‘Lure of ‘Pink Rupee’: Why Indian firms are investing in LGBT events’. Retrieved on April 11, 2016, from http://www.firstpost.com/business/lure-of-the-pinkrupee-why-indian-firms-are-investing-in-lgbt-events-797413.html Plaugic, L 2012, ‘Nine Pro-LGBT Companies facing Conservative Backlash’. Retrieved on April 15, 2016, from http://www.nerve.com/love-sex/nine-pro-lgbt-companies-facingconservative-backlash Saini, M 2016, ‘India’s Denim Market seen primed for growth’. Retrieved on April 17, 2016, from http://wwd.com/markets-news/denim/india-denim-market-growth-10388888/ SuryaLakshmi Mills Cotton Ltd. 2015, ‘Impact of Make in India on Denim Manufacturing industry’. Retrieved on April 17, 2016, from http://www.suryalakshmi.com/Uploads/PDF/whitepaper001.pdf Lee, Y and Lin, M 2014, ‘Levi Strauss and Co. – An analysis’. Retrieved on April 13, 2016, from http://are.berkeley.edu/~sberto/Levis.pdf Levi Strauss and Co. Annual report 2015. Retrieved on 21th April, 2016, from http://levistrauss.com/wp-content/uploads/2015/02/levistrauss-annualreport-2011.pdf Brownlee J 2014, ‘How Levi’s turned a design evil into a design genius’. Retrieved on April 14, 2016, from http://www.fastcodesign.com/3036283/how-levis-turned-a-designevil-into-a-design-signature Kansara, AK 2015, ‘Inside Levi’s comeback plans’. Retrieved on 2nd April, 2016, from http://www.businessoffashion.com/articles/intelligence/inside-levis-comeback-plans Oakenfull, G 2013, ‘What Matters: Factors Influencing Gay Consumers’ Evaluations of “Gay- Friendly” Corporate Activities, Journal of Public Policy and Marketing, vol.2 , special issue, pp: 79-81. Retrieved on March 13, 2016 from http://www.gayadnetwork.com/files/AMAreport.pdf Gudelanas andDavid 2011, ‘Consumer Myths and the Gay Men and Women Who Believe Them: A Qualitative Look at Movements and Markets’, Psychology and Marketing, vol. 28, no.1, pp: 53–68. Cited by Oakenfull, G 2013, ‘What Matters: Factors Influencing Gay Consumers’ Evaluations of “Gay- Friendly” Corporate Activities,
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Journal of Public Policy and Marketing, vol.2 , special issue, pp: 79-81. Retrieved on March 13, 2016 from http://www.gayadnetwork.com/files/AMAreport.pdf
Oakenfull, G. K and Greenlee, T.B 2005, ‘Queer eye for a gay guy: using market-specific symbols in advertising to attract gay consumers without alienating the mainstream’, Psychology and Marketing, vol. 22, no.5, pp: 421-439. Cited by Choong, K 2010, ‘Targeting Gay Men: Cryptic Marketing Approach’. Retrieved on March, 16, 2016, from http://www.anzmac.org/conference_archive/2010/pdf/anzmac10Final00058.pdf
Oakenfull, G. K, McCarthy, M. S and Greenlee, T. B 2008, ‘Targeting a minority without alienating the majority: Advertising to gays and lesbians in mainstream media’, Journal of Advertising Research, vol. 48, no.2, pp:191-198. Cited by Choong, K 2010, ‘Targeting Gay Men: Cryptic Marketing Approach’. Retrieved on March, 16, 2016, from http://www.anzmac.org/conference_archive/2010/pdf/anzmac10Final00058.pdf
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Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Annexures Annexure 1:
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Annexure 2:
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Annexure 3:
N
Mean
Please Indicate the following
Male
75
.37
[Two gay men holding hand or
Female
75
-1.05
Total
150
-.34
Please Indicate the following
Male
75
-.99
[Two lesbian women holding
Female
75
-1.21
Total
150
-1.10
Male
75
1.32
Female
75
1.28
Total
150
1.30
Please Indicate the following
Male
75
-.19
[India is turning more
Female
75
-.29
Total
150
-.24
Please Indicate the following [I
Male
75
.11
don't make gay friends with a
Female
75
-.87
150
-.38
showing affection in advertisement is revolting]
hand or showing affection in advertisement is revolting] Please Indicate the following [I support Homosexuality ]
supportive towards Homosexuality]
fear of being called homosexual]
Ashima Khurana
Total
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
ANOVA Sum of
df
Mean
Squares Please Indicate
Between
the following [Two
Groups
gay men holding
Within
hand or showing
Groups
F
Sig.
Square
76.327
1
76.327
209.333
148
1.414
285.660
149
1.927
1
1.927
215.573
148
1.457
217.500
149
.060
1
.060
67.440
148
.456
67.500
149
.427
1
.427
176.933
148
1.195
177.360
149
35.527
1
35.527
311.813
148
2.107
347.340
149
53.96 3
.000
affection in advertisement is
Total
revolting] Please Indicate
Between
the following [Two
Groups
lesbian women
Within
holding hand or
Groups
1.323
.252
.132
.717
.357
.551
showing affection in advertisement is Total revolting] Please Indicate the following [I support Homosexuality ] Please Indicate
Between Groups Within Groups Total Between
the following [India Groups is turning more
Within
supportive towards Groups Homosexuality]
Total
Please Indicate
Between
the following [I
Groups
don't make gay
Within
friends with a fear
Groups
of being called homosexual]
Ashima Khurana
Total
16.86 2
.000
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Gender * Write one word/phrase that comes to your mind when you hear the word Lesbian Crosstabulation Write one word/phrase that comes
Total
to your mind when you hear the word Lesbian Accepting Count
Not Accepting 65
10
75
66.0
9.0
75.0
67
8
75
Expected Count
66.0
9.0
75.0
Count
132
18
150
132.0
18.0
150.0
Male Expected Count Gender Count Female
Total Expected Count
Gender * Write one word/phrase that comes to your mind when you hear the word GAY Crosstabulation Write one word/phrase that comes
Total
to your mind when you hear the word GAY Accepting Count
Not Accepting 35
40
75
51.0
24.0
75.0
67
8
75
Expected Count
51.0
24.0
75.0
Count
102
48
150
102.0
48.0
150.0
Male Expected Count Gender Count Female
Total Expected Count
Ashima Khurana
Levis Strauss & Co. MAFMG 2015-2017 Semester-1
Ashima Khurana
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