Levi's jeans executives know that in order for a new brand to establish itself in its market and for its products to sell succesfully, thus achieving company goals and shareholder profitablitity, a number of key principles concerning consumer behavior needs to be done. The marketing strategy employed by Levi's on their new "Anti-fit" style jeans, and at the importance of consumer behaviour in deriving this strategy is a good example of consumer decision making. Establishing a strong and distinguishable brand image for the "Anti-Fit" range of jeans is the central idea behind levi's marketing strategy for breaking into the competitive market and ultimately gaining a favorable share of the market for designer jeans. Creating the right brand image is largely dependent upon being in tune with the mindsets, beliefs, values and aspirations of the modern, well-informed consumer.
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