The document summarizes an interview conducted with 8 customers who shop at Marks & Spencer (M&S) at least once a month. The interview explored customers' brand image, attitudes, and expectations of M&S. Key findings included that customers visit M&S for groceries, food, and sometimes clothes, see it as a British department store with quality products, but prices are seen as high especially for food. Recommendations included opening smaller, more accessible stores, enhancing advertising, and improving department organization.

1. Group members:
WU DIHUIZI/WANG YAHUAN/JEAN-JACQUES GENDROT/SANJAY GP

2. ABOUT THE COMPANY
Marks and Spencer (M&S) is a major British multinational retailer headquartered
in the City of Westminster, London.
Marks & Spencer is one of the UK's most representative chain stores. It’s the UK's
largest clothing retailer, and food sales account for a significant portion .

3. WHAT IS HAPPENDED?
After years of widespread decline in the company's global sales
business, the decision announced the end of M & S's glorious
history as a global retailer. M & S said it will close 38 stores in
Europe, sell Brooks Brothers and Kings supermarket chains in the
United States, convert 10 stores in Hong Kong into franchised
stores and spin off the Direct Home Shopping Directory business

4. RESEARCH OBJECTIVE:
Evaluate M&S’s brand image as well as clients’ attitudes
and expectations towards the brand.

5. TARGET:
- Customers buying at least once in a month
- The recruiting will be among the circle of our acquaintance or in the M&S store in
Levallois(at least 8 persons)

6. INTERVIEW GUIDELINE(60
minutes)
PART 1:
Basic Questions
1.Do you wish to join our deep interview?
2.How often do you Visit M&S?
3.your age
4.your nationality
5.your occupation
Nationalities
Chinese
Ivorian
French
Ages (22~55)
21~30（3）,31~40（3）,41~50（2）

7. INTERVIEW GUIDELINE

8. BRAND IMAGE FROM
CUSTOMERS
cost-effective
British comprehensive
fresh
not crowded
Attractive(home products) Easy
good-looking(foods,home products)

9. INTERVIEW QUESTIONS:(1/3)
PART 2:
1.When I ask you about M&S what Thoughts
comes to your mind?(images, feelings )
2.What do you like about M&S ? And what you
don’t like in it? Please justify?
3.How often do you Visit M&S? What are your
main reasons to visit M&S?
4.Is M&S store easily accessible near by the place
where you live?

10. INTERVIEW QUESTIONS:(2/3)
5.How do you hope M&S will make your life better?
6.What would you buy mainly in M&S, grocery, clothes (for
men, women or children) or other products?
7.What do you think about M&S when compared to other
brands? What is the difference? Please give reason?
8.Where do you find M&S advertising information, and what
do you think is the most influential form of advertising for
you?
PART 2:

11. INTERVIEW QUESTIONS:(3/3)
PART 2:
9.What do you think of the brand price? And in which part do
you think that the price needs to be modified?
10.What Specific Benefits you looking for in M&S?
11.Which are the other brands you often buy and what budget
do you spend on them compared to M&S?
12.Recently, there are many M&S store facing closure, how do
you think of this problem?
13.Do you have any comments or expectations on M&S? for
example the changes you may suggest that M&S can
implement.

12. FINDINGS:(1/2)
1.Visit the stores once or twice in a month
2.Visit the store mainly to buy groceries, food and
clothes sometimes
3.British Departmental stores with a good quality of
products
4.Not easy to access the stores nearby place
where they live
5.Find everything under one roof and it’s not
crowded
6.Display is not obvious in clothing collections

13. FINDINGS:(2/2)
7.Usually mark and spencer Don’t advert
8.Compared to similar brands ,prices are high
especially in food products, need to be Modified
9.Good quality of food products and excellent
service
10.Competitors such as Monoprix ,Zara Naturaila,
Uniqlo,Leclerc,Carrefour,Auchan
11.Budget is mainly 50 euros for food and home
products
12.Are not aware of M and S stores facing closure

14. RECOMMENDATION:(1/3)
1.Should open smaller M&S stores nearby people where they
live.(Like Carrefour express, Monoprix, Auchan)

15. RECOMMENDATION:(2/3)
2.Enhance their advertising methods by TV Ads, social
media, hoardings.

16. RECOMMENDATION:(3/3)
3.Organization of the department to be modified.