Research Report On Levi Strauss & Co. Jeans

1624 Words Aug 25th, 2016 7 Pages
The purpose of this account planning report is to conduct and analyse consumer research data regarding Levi Strauss & Co. jeans and their need to focus on the Australian male youth market. Levi Strauss & Co. has lost their competitive edge throughout the years and is looking to re-establish their brand and entice new consumers to purchase their products. Throughout this report I will develop a consumer insight to the campaign, draft a set of communication objectives and offer other recommendations for this account. In preparation for this report, I interviewed a young male regarding his attitudes, behaviours and perceptions towards Levi Strauss & Co. jeans.

Profile the consumer
The consumer that was interviewed for this report is a male aged 20-34 and is a university student. The young male is an only child and currently, lives with his father and stepmother in an apartment. He is not financially responsible for anything other than his own purchases. The consumer’s family is of Italian nationality and they’re religion is Christianity.

The young male interviewed currently resides in an apartment in the Sydney suburb of Abbotsford. The male stated that he is part-time employed at both ANZ and Qudos Bank Arenas in Homebush.

The young male considers himself to be categorised as ‘upper middle class’. He enjoys a range of hobbies, recreational activities and interests such as soccer, playing video games, watching television,…
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