d of MTV, videos, and satellite movies has injected "previously diverse cultures with a virus of values more common and potent than mere music and dress. It adds a growing uniformity to the values of the global youth culture." Levi Strauss jeans products are part of this universal culture, and the company exploits this image in marketing its jeans in all parts of the world, including Eastern Europe.
For a product which has been marketed continuously for more than 100 years, considering it within the context of the adoption process--the acceptance of a new idea--might appear inappropriate. The market demographics for Levi jeans, however, is about evenly split between teenagers and older persons. Levi Strauss is not concerned, in the context of the adoption process, with the older half of the jeans market. The assessment of the company with respect to the older half of the market is that the adoption process is completed, whether the result of the process was either acceptance or rejection.
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