A critical analysis of the impact of marketing channel for delivering customer value in apparel industry: a case study on Levi Strauss & Co., UK

Harvard, 12000 Words


This study was conducted on the impact of marketing channel for delivering the consumer value Of Levis Strauss & CO. an apparel industry. Although many service quality measurement models are available the study the study is conducted in an open way. At first some questions are made about the service quality of marketing channel and then give it to the consumer the primary dataare collected. And the decision of this research is also given by depending on the result that collect from questionnaire, interview of the marketing personnel and my direct observation of the employees and consumer behavior. Total 10 customer service dimensions were measured under the questionnaire. A primary survey was conducted by taking 100 samples on the customers of Levi Strauss & CO. in United States. The research found that the service quality model used in the study is valid and this validity gives an accurate result about the customer perception on marketing channel on delivering the consumer value. The research found that customers’ experience about the present marketing channel of Levi Strauss & CO. is good. Most of the customers are getting service quality as they expected i.e. they get average level of service quality. But customers are also somewhat dissatisfied with some service quality measurements. A degree of customer dissatisfaction has been found in the unavailability of product sometimes, also unavailability of accurate size and shape, inappropriate online services, and sometimes company takes much time to respond the customers.The accessibility of the company website is found not too satisfactory.So, the research concluded that Levi Strauss & CO. doesn’t providesuperior customer value to its customers and it needs to improve some aspects of its present marketing channel and website to ensure high consumer value to its consumer and being the market leader all the time, and also attract more number of customers in comparison any of their competitors.





Table of Contents



1       Chapter-1 introduction

1.1        Introduction

1.2        Rational of the study

1.3        Research Aims

1.4        Research objectives

1.5        Research question

2       Chapter-2 Literature Review

2.1        Marketing channel

2.2        Benefits of different marketing channel

2.3        Consumer value

2.4        Delivering the consumer value

2.5        Impact of direct selling on delivering the customer value

2.6        Impact of selling through intermediaries for delivering consumer value

2.7        Impact of dual distribution for delivering the consumer value

2.8        Choosing the marketing channel

2.9        Conceptual framework

3       Chapter-3 research design and methodology

3.1        Introduction

3.2        Types of investigation

3.3        Data Collection Method

3.3.1        Justification of Secondary Data Collection:

3.3.2        Justification of Questionnaire Data Collection

3.4        Sampling method

3.5        Research philosophy

3.6        Research approach

3.6.1        Justification of Research Approach

3.7        Research Strategy

3.7.1        Justification of Research Strategy

3.8        Accessibility Issues

3.9        Ethical issue

3.10     Data analysis plan

3.11     Research limitation

3.12     Conclusion

4       Chapter-4 Analysis and findings

4.1        Introduction

4.2        Demographic information of the consumer

4.2.1        Gender

Figure: Gender of the participant

4.2.2        Age Group

4.1.3        Education

4.1.4        Income

4.3        Data analysis

4.4        Key research findings

4.5        Conclusion

5       Chapter-5 conclusion and recommendation

5.1        Conclusion

5.2        Recommendation

5.3        Further research issue

6       References

7       Appendix 1

8       Appendix 2