[OneColourRed]

Q1 SHOW CARD A
How important are these factors when buying clothes?

Vimp imp neither UNimp VUNimp
brand name 1 X 3 4 5
store selling 1 X 3 4 5
price X 2 3 4 5
comfort/feel X 2 3 4 5

other (please specify) .........................................

Vimp= very important
imp = important
UNimp = unimportant
VUNimp = very unimportant


Q2 SHOW CARD B
How frequently do you shop for clothes?
Every two weeks 1
Every month X
Every three months 3
Every six months 4
Longer than six months 5

Q3 SHOW CARD C
Would you consider yourself to be a loyal brand buyer?
Strongly agree 1
Agree 2
Neither X
Disagree 4
Strongly disagree 5

Q4 SHOW CARD D
Do you wear any of the following? (you may answer more than one)
Trousers X
Cargo pants 2
Combats 3
Track suits 4
Khakis 5
Skate pants 6
Other (please specify) 7 …………………….

Q5 SHOW CARD E
How much are you willing to spend on a pair of jeans you really like?
£20 1
£40 2
£60 X
£80 4
+£80 5

Q6 SHOW CARD F
How many pairs of jeans do you own?
1-3 1
4-6 X
7+ 3






Q7 SHOW CARD G
‘There is not much difference between brands of jeans in terms of quality’
Strongly agree 1
Agree 2
Neither 3
Disagree X
Strongly disagree 5

Q8 SHOW CARD H
Where do you usually shop for jeans?
Levi store 1
High street department store (e.g. Debenhams X
Own-label store (e.g. Next, Gap) 3
Fashion store (e.g. USC, Envy) 4
Supermarket (e.g. Tesco, Asda) 5
Other ( please specify) 6……………………………………

Q9 SHOW CARD I
Do you buy Levi jeans?
Yes 1
No X if no please go to question 11

Q10
What would you say is the main reason you buy Levi jeans? (you may answer more than one)
Habit 1
Price 2
Because they are Levi’s 3
Other (please specify) 4………………………………………….
please go to question 13

Q11
Have you ever bought Levi jeans?
Yes 1
No X if no please go to question 14

Q12
If yes why do you no longer buy them? (you may answer more than one)
Not worth the money 1
No longer fashionable 2
Didn’t last long enough 3
Other reason (please specify) 4…………………………………………….


Q13
What [other] brands do you wear? (you may answer more than one)
Lee 1 Next 6
Wrangler 2 Gap 7
Diesel 3 Burberry 8
Evisu 4 Calvin Klein 9
Tommy Hillfiger 5
Other (please specify) 10…………………………………………





Q14 SHOW CARD J
What is your opinion of Levi’s compared to three years ago?
Less fashionable 1
More fashionable 2
No difference X

Q15 SHOW CARD K
Do you recall seeing any Levi advertisements on (you may answer more than one)
Television X
Radio 2
Cinema X
Posters X
Newspapers/Magazines X
None 6 if none please go to question 17

Q16 SHOW CARD L
Do you think the adverts gave you a good impression of Levi’s?
Yes 1
No 2
Don’t know X

Q17 SHOW CARD M
Have you ever been to a Levi’s store?
Yes X
No 2 if no please go to question 19

Q18
Did you buy anything?
Yes 1
No X

Q19
If there was a Levi store in [wherever you live assuming there aint one..] do you think you would be [more] inclined to buy Levi jeans?
Yes 1
No X
Don’t know 3

Q20 SHOW CARD N
Was your impression of Levi forcing Tesco to stop selling their jeans for discounted prices? (you may answer more than one)
Jeans are not as high quality as I thought if they can be sold cheaply X
Their jeans are overpriced, they should of let Tesco continue selling X
Tesco was ruining the Levi image and should have been stopped 3
No impression 4
Other (please specify) …………………………………….

Q21 SHOW CARD O
Did you ever buy Levi jeans at Tesco?
Yes 1
No X






Q22 SHOW CARD P
How old are you?
16-18 1
19-21 X
22-24 3
+24 4

Q23 SHOW CARD Q
What year of study are you in?
1st 1
2nd 2
3rd 3
4th X
Post Grad 5

Q24
Sex of respondent
Male X
Female 2