qualitative research

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

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 .

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

RESEARCH OBJECTIVE:

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

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)

INTERVIEW GUIDELINE(60 minutes)

PART 1: Basic Questions1.Do you wish to join our deep interview?2.How often do you Visit M&S?3.your age4.your nationality5.your occupation

NationalitiesChineseIvorianFrench

Ages (22~55) 21~30（ 3） ,31~40（ 3） ,41~50（ 2）

INTERVIEW GUIDELINE

BRAND IMAGE FROM CUSTOMERS

cost-effective British comprehensive

fresh not crowded

Attractive(home products) Easy

good-looking(foods,home products)

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?

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:

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.

FINDINGS:(1/2)

1.Visit the stores once or twice in a month 2.Visit the store mainly to buy groceries, food and clothes sometimes3.British Departmental stores with a good quality of products4.Not easy to access the stores nearby place where they live5.Find everything under one roof and it’s not crowded6.Display is not obvious in clothing collections

FINDINGS:(2/2)

7.Usually mark and spencer Don’t advert8.Compared to similar brands ,prices are high especially in food products, need to be Modified9.Good quality of food products and excellent service10.Competitors such as Monoprix ,Zara Naturaila, Uniqlo,Leclerc,Carrefour,Auchan11.Budget is mainly 50 euros for food and home products12.Are not aware of M and S stores facing closure

RECOMMENDATION:(1/3)

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


2.Enhance their advertising methods by TV Ads, social media, hoardings.


3.Organization of the department to be modified.

qualitative research

Retail