EXECUTIVE SUMMARY

This research study explains the changes occurred in consumer behavior of India. The purpose of

this research study was to find out the factors that are affecting the consumer behavior and what

strategies can be formed to adopt those changes and achieve the long term growth and success

with respect to Marks & Spencer’s. The synthesis of this research study was based on the

secondary data sources as well as the observation of buying behavior of consumers.

The study was conducted with the help of questionnaire which was filled by various respondents.

The sample size was 100 out of which 80 responded to the questionnaire and gave a positive

view towards the quality of goods provided by Marks and Spencer’s while some said that the

products were satisfactory as only few said that the products offered by Marks and Spencer’s

were not upto their expectations. Many respondents were happy with the price variation and the

price range offered by Marks and Spencer’s and some respondents knew about the 5 year eco

plan which was launched by Marks and Spencer’s and were happy about the initiative taken by

Marks and spencer’s

Marks & Spencer Reliance India Pvt. Ltd is a Joint Venture between Marks & Spencer plc and

Reliance Retail, part of the Reliance Industries Group. The Joint Venture was formed in April

2008 with the goal of establishing Marks & Spencer as a major retail brand in India. Marks &

Spencer has a 51% interest in Marks and Spencer Reliance India Pvt. Ltd and Reliance Retail

taking the remaining 49%.  Marks & Spencer Reliance India Pvt. Ltd has the right to operate

Marks & Spencer stores in India, selling items such as women's, men's and children's clothing as

well as homeware. Marks & Spencer Reliance India operates 20 stores in India including the new

stores at DLF Promenade and Terminal 3, Indira Gandhi International Airport, Delhi.

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INTRODUCTION

India today is fast becoming a new world of modern luxury. The country now teems with

luxurious international brands, spurring the ascent of an Indian luxury market. One does not need

to travel abroad to shop for luxury. Luxury goods and services sit aplenty right at home. Indians,

however, have to realize such, be informed where to avail of them, and be convinced of the

convenience and ease of access to these luxury goods and services. In the same vein, foreigners

can also visit India to shop for same luxury.

India can very well be placed on the global luxury-shopping map. There is, therefore, a huge

opportunity to pump prime the luxury market field in India.

If we look into the past, no one could imagine that a luxury market would exist in India. But over

the years with the change in the demographics of the Indian consumer and with higher

disposable income available, the luxury market in India has indeed emerged as one of the fastest

growing markets in the retail segment.

Through this report I have tried to give an estimate of the luxury retail market in India with

respect to M&S, how much it has penetrated and also how much it is likely to grow. Also I have

tried to specify various factors that are crucial for the success of luxury brands in India. While

doing out research on this project I have come across many new findings. The role the Indian

market plays in the global scenario and the position of India vis-à-vis other countries. Also I

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understood about the duties and legal requirements for this segment. I have tried my level best to

cover all the aspects in regard to my research.

ABOUT MARKS & SPENCER

Marks & Spencer is one of the UK’s leading retailers, with over 21 million people visiting its

stores each week. It offers stylish, high quality, great value clothing and home products, as well

as outstanding quality foods, responsibly sourced from around 2,000 suppliers globally. It

employs over 75,000 people in the UK and abroad, and has over 600 UK stores, plus an

expanding international business.

It is the number one provider of women’s wear and lingerie in the UK, and is rapidly growing its

market share in menswear, kids wear and home, due in part to its growing online business.

Overall, its clothing and home ware sales account for 49% of its business. The other 51% of its

business is in food, where it sells everything from fresh produce and groceries, to partly-prepared

meals and ready meals.

Now more than ever, it is known for its green credentials as a result of its five-year eco plan,

Plan A, which will see it, amongst other things, become carbon neutral and send no waste to

landfill by 2012.

Mission Statement

Former times and still: Good Quality for the Penny

Vision: To be the standard against which others are measured

Mission: To make aspirational quality accessible to all

Values: Quality value, service, innovation and trust

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Target market.

Marks & Spencer operates in the following segments: clothing; food; furniture and financial

services.

Products and services.

Clothing: Marks & Spencer offers the following product range: women’s wear; lingerie;

menswear; children’s wear and footwear.

Food: M&S has a range of fresh foods; ready meals, special-occasion foods and wine.

Home: they sell designer furniture and have recently launched their first accessories/furniture

store, ‘Lifestore’, successfully.

Financial: they launched the ‘&more’ card which is both a credit card and a loyalty card.

Online services: through M&S, you can also order and send flowers via the internet.

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International Stores:

M&S has over 300 stores in over 40 territories. Going forward it plans to expand its international

business through both franchised operations and partnerships in some of the world’s most

dynamic emerging economies like India & China.

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Priorities for Retailers

Product

Service

Delivery

HOW M&S ENSURES SUSTAINABLE BUSINESS?

M&S have a well defined strategy of ensuring sustainable business by focusing unrelentlessly on

the “Priorities For Retailers” in terms of “Product” , “Service” & “Delivery”.

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Appropriate QualityReason to Buy

Product

Competitive Price

Service

Appropriate CommunicationMake it Easy

Minimum Fuss

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Delivery

On Time

Consistent

Lead times

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The Result?

Minimum Risk

Happy Customers who will come back and buy MORE

Max Money in the Tills

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Technology Development

Procurement

MARGIN

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BCG MATRIX OF MARKS & SPENCER

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Marks & Spencer: How Resources and Capabilities Lead to Advantages

•Lower costs and higher quality of goods sold

•Fewer layers of hierarchy

Capabilities

•Customer recognition with minimal advertising

No promotional sales

•Lower labor turnover8.7% labor costs versus10%-20% industryaverage

Intangible

•1% of revenues allocated to occupancy costs

(versus 3% to 9%industry average)

Tangible

Competitive Advantages in Great Britain

Resource

Ownership (vs. leasing) of property

Brand reputation

Employee loyalty

Supplier chain

Managerial judgment

MARKS & SPENCER COMPANY OVERVIEW

Marks & Spencer is one of the UK’s leading retailers. M&S sells high quality, great value

clothing and home products as well as outstanding quality food. Around 21 million customers

visit our stores each week and we have 78,000 employees across the UK and 43 territories

globally.

Marks & Spencer was founded over 127 years ago and currently has over 700 UK stores and

over 380 wholly-owned, partly-owned and franchise stores in 43 territories across Europe, the

Middle East and Asia.

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MARKS & SPENCER INDIA

Marks & Spencer opened its first store in India in 2001 and in April 2008 got into a JV with

Reliance retail to form Marks & Spencer Reliance India Pvt Ltd. M&S currently has 25 stores

located in Delhi, Gurgaon, Noida, Amritsar, Mumbai, Pune, Kolkata, Bangalore, Chennai and

Hyderabad. Marks & Spencer has majority share in the Joint Venture with a 51% share, Reliance

Retail has a 49% share.

The Joint Venture has exclusive rights to operate Marks & Spencer stores in India, selling

women’s wear, menswear, kids wear and beauty.

Amritsar

Celebration Mall

Bangalore

Phoenix Market City Mall

Garuda Mall

Mantri Square Mall

Chennai

Express Avenue Mall

Delhi / NCR

Delhi

- Ansal Plaza

- DLF Place Saket

- West Gate Mall, Rajouri Garden

- DLF Promenade, Vasant Kunj

- T3, IGI Airport

- South Extension-II , New Delhi

- PVR Plaza, Connaught Place

Gurgaon

Ambience Mall

-MGF Metropolitan Mall

DLF Galleria

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Noida

Great India Place

Hyderabad

Inorbit Mall

Kolkata

South City Mall

Mumbai

Phoenix Mill Compound

Inorbit Mall

R City Mall

Pune

Magnum Mall

Pacific Mall

Phoenix Market City Mall

Amanora Town Centre

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Plan A in India

Plan A is Marks & Spencer’s eco and ethical programme which aims to make M&S the world’s

most sustainable major retailer by 2015. Launched in 2007 and extended in March 2010, it takes

a holistic approach to sustainability focusing on involving customers, involving all areas of the

business and tackling issues such as climate change, waste, raw materials, health and being a fair

partner.

We’re doing this because it’s what you want us to do. It’s also the right thing to do. We’re

calling it Plan A because we believe it’s now the only way to do business. There is no Plan B.

In line with Plan A, in India we are:

Reducing our consumption of paper, water, electricity in our offices, stores and warehouses;

Supporting and facilitating annual fundraising activities in our stores to help local charities;

Continuing to help disadvantaged groups like the disabled and homeless to get jobs via work

placement in our stores, offices and suppliers factories;

Working with our suppliers to understand how we can improve the efficiency of their

deliveries to our distribution centres;

Use eco friendly materials where possible in-store and in our offices.

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FASHION INDUSTRY

Fashion industry is something that is growing at a very fast rate. Fashion industry in emerging

markets like India is very competitive with different players like Lakme, future group, Aditya

Birla group etc. Foreign fashion brands are also entering in India like Gucci, Armani and Zora

etc. Fashion gives two options. Either choose to love it or hate it. But one cannot neglect it. No

one can deny that people treat better when someone is well dressed. It shouldn't happen but it

does. Hence, it is important to weigh the way a person looks and the way others want to see

him/her. When it comes to fashion, there are lots of different things which come in our mind.

Like the latest fashion trends, colours & style. To be in sync with fashion, one should have the

proper knowledge of the intricacies of fashion as Fashion Is Ever-changing. 

1) Valerie Steele, “the Museum at the Fashion Institute of Technology”.

The article talks about the fashion theory Fashion Theory takes as its starting point a definition

of ‘fashion’ as the cultural construction of the embodied identity. The importance of studying the

body as a site for the deployment of discourses has been well established in a number of

disciplines. It says that the fashion is not only about the apparels and accessories but also the

body fashioning like piercing and tattooing.

2) Kennedy, Caroline. “Transforming fashion: Gifts & Decorative Accessories”;

Dec2007, Vol. 108 Issue 12, p62-72, 5p

The article offers tips on how to mix-and-match fashion accessories that will help women

maximize their fashion budget without compromising their style. Reversible elements, like

jewellery and handbags, can change an accessory piece, which offers two looks for the price of

one. Purses with covers can be switched according to mood, whereas ensemble jewellery with

removable gems can complement various outfits. Coordination in apparel, accessories and

jewellery can let women have fun with their wardrobe.

3) No Author; “The world beckons, but the biggest market for Indian designers is at

home”. The Economic Times Apr 3rd 2008 .

India's fledgling designer-fashion industry is stepping out into the international market. India

boasts only a handful of designers that sell well overseas. It is India's potential as a source of

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future design stars that attracts the foreigners. In Mumbai Albert Morris, a consultant for Browns

in London, said he was looking for that “polished diamond” able to combine Western cuts with

India's talent for embellishment—and its famously fine textiles. But foreign buyers complained

that although the fabrics were gorgeous, the cuts were often poor, and it was difficult to spot a

single trend amid the riot of styles, even within one show. Many Indian designers also lack the

organisational skills and infrastructure needed to handle large orders. Although many emerging

designers have their sights on the global stage, their biggest and fastest-growing market by far is

at home. Some 85% of sales at Delhi fashion week were to Indian buyers, who like more

traditional sub continental styles. This presents a quandary for Indian designers and their

financial backers.

4) Gemperli, Natalia. "Fashion World Mapper: Your City on the Trend Radar".

Master Thesis, University of the Arts Zurich. June, 2010.

The aim of the article is to define what a fashion city is, what are the factors and driving forces

that characterises these cities and to show how the fashion industry boosts the local economy. he

design, is a visualization of the dynamics of a fashion city, emphasising its most important

characteristics and showing visually the results and consequences of boosting certain important

factors/driving forces in a city. a "Fashion City" has an active entertainment and cultural scene,

attracting tourists and consumers not only because of fashion per se, but also because of its

leisure variety. A Fashion City should be an object of inspiration for the professionals that are

based there, with an active, vivid, strong, unique sub-culture that can inspire not only fashion

professionals, but also the people in the city, turning the street style and the street culture into an

essential characteristic

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5)  Wright Lee, Macala. “5 Ways Social Media Changed Fashion in 2009.” 2010

January.

It’s safe to say that the fashion industry has adopted social media as a marketing platform to

reach their customers online and reignite brand passion and customer loyalty. While fashion

brands and retailers are still grappling with social media in terms of brand perception

and establishing metrics to measure its marketing value, they have used Twitter, Face

book, YouTube and other social communities to develop digital marketing strategies to drive

online sales and retail store traffic. Fashion is an experience with very specific feelings and

emotions they hope to create for the wearer. The thought of going social scares many brands

because they’re not sure how to translate these feelings into online traction.

6) Dana Gers, “Social Climbing: Luxury Fashion Brands Must Embrace Social

Media”, Forbes, 14 oct 2009

Image is everything to luxury fashion companies. Preserving prestige is what sets brands such

as Gucci and Hermes apart from Gap and H&M. But that same elitism is keeping certain luxury

brands from engaging in social media, one of the most powerful forms of marketing at the

moment.

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OBJECTIVE

PRIME OBJECTIVE:

To analyze the customer behavior and the Growth of Indian Luxury fashion brands and the

Market with respect to Marks & Spencer.

CO-OBJECTIVES:

1. To analyze the Brand Awareness among the Indian consumers.

2. To analyze the reasons behind customers buying Luxury fashion Brands.

3. To analyze the major international fashion brands in India.

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LITERATURE REVIEW

Consumer behavior reflects the totality of consumer’s decisions with respect to the acquisition,

consumption and disposition of goods, services, activities and ideas by human decision making

units. (Hoyer, McInnis and Pinaki Das Gupta, 2008). Consumer behaviour means more than just

how a person buys tangible products such as bath soap, digital music players and automobiles. It

also includes consumer’s use of services, activities and ideas such as going to the doctor, visiting

a theme park, etc.

(Source- Hoyer, Macinnis and Pinaki Das Gupta, 2008)

David M Potter (1954) presented the situation of consumers with diverse nature and ambitions.

Cyndee Miller (1995) has described the 80 different natures of women as a purchaser in different

capacities. Fitzerald (1994) has described the role of life style in deciding the consumer

behaviour factor. The advertising age (1995) has given the reasons for developing different

consumer images. Maxine Wilkie (1995) has advocated that Demographic plays a vital role for

deciding the culture of consumer. Adweek's Marketing week (1994) has given the scene of

vanishing culture of housewives and replacement by working wives.

Howard and Sheth (1969) explained how consumers buying behaviour influenced by internal and

external factors. They explained that human mind is BLACK BOX which receive stimuli. This

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stimulus creates perception in the mind of consumer which implied the kind of learning –

favourable or unfavourable. This will give the output in the form of acceptance or rejection.

Basically this model is based on Stimulus -Response theory.

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Factors Affecting Consumer Behavior:-

Consumer behavior is affected by a lot of variables, ranging from personal motivations, needs,

attitudes and values, personality characteristics, socio-economic and cultural background, age,

sex, professional status to social influences of various kinds exerted by family, friends,

colleagues and society as a whole. The combinations of these various factors produce a different

impact on each one of us as manifested in our different behaviour as consumers. The various

factors that affect buying behaviour of in rural India are:

1. Environment of the consumer - The environment or the surroundings, within which the

consumer lives, has a very strong influence on the buyer behaviour, e.g. Electrification, water

supply affects demand for durables.

2. Geographic influences - The geographic location in which the consumer is located also

speaks about the thought process of the consumer. For instance, villages in South India accept

technology quicker than in other parts of India. Thus, HMT sells more winding watches in the

north while they sell more quartz watches down south.

3. Influence of occupation – The land owners and service clan buy more of Category II and

Category III durables than agricultural labourers/farmers.

4. Place of purchase - (60% prefer HAATS due to better quality, variety & price) Companies

need to assess the influence of retailers on both consumers at village shops and at haats.

5. Creative use of product – Example- Godrej hair dye being used as a paint to colour horns of

oxen, Washing machine being used for churning lassi. The study of product end provides

indicators to the company on the need for education and also for new product ideas.

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RESEARCH METHODOLOGY

Research Type: Descriptive Research has been used in this study as A descriptive study is

one in which information is collected without changing the environment (i.e., nothing is

manipulated). Sometimes these are referred to as “co relational” or “observational” studies.

Type of data: Primary and secondary data was used in this study.

Tools and techniques for Data Collection:

1. Primary Data: - The researcher collected primary data during the course of research

period with the help of the questionnaire that was designed for the consumers of the

motorcycles to collect the information that was required to carry out the research. The

study was conducted through Google drive and questionnaire was mailed to the

respondents.

2. Secondary Data:- Secondary data was collected from books, articles, Internet and

previous research papers that had been conducted by the various researchers.

Sampling DesignA sample design is a definite plan for obtaining a sample for a given population. It refers to a

techniques or procedure adopted in selecting items for the sample. Further, the technique that has

been adopted for the study of the given topic was Non-probability sampling. convenient

sampling and judgment sampling were used to collect the data.

Sample size: 100 respondents

Sampling Unit: Respondent who were aware of Marks and Spencer’s

Sampling Area: Delhi & NCR

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DATA ANALYSIS AND INTERPRETATION

Age Group of Respondants

AGE GROUP NO. OF RESPONDENTS PERCENTAGE

10-20 9 11%

20-30 37 47%

30-40 22 28%

40-50 9 11%

Above 50 2 3%

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Interpretation

The above table and diagram states that 11% of respondents come under 10-20 years of age

whereas 47% of respondents come under 20-30 years, 28% respondents come under 30-40 years,

11% respondents come under 40-50 years and 3% come under above 50 Thus we can conclude

from the above data that the maximum respondents are youngsters i.e. between 30-40 years of

age

Q1 Is the quality of the product satisfactory to the price that you pay ?

SCALE NO. OF RESPONDENTS PERCENTAGE

Highly satisfied 14 18%

Satisfied 19 24%

Neutral 26 33%

Dissatisfied 14 18%

Highly

dissatisfied

6 8%

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Interpretation

The above diagram and table states that 42 % respondents were satisfied with the quality of the

product for which they paid a reasonable price whereas 33 % were neutral towards thid question

and the rest were dissatisfied which clearly says that the respondents were happy with the price

as well as the quality of the product which they bought from Marks and Spencer’s.

Q2 What product category did you like the most in MARKS AND

SPENCERS?

Product

Category

NO. OF RESPONDENTS PERCENTAGE

Apparels 22 28%

Beauty Care 17 22%

Footwear 22 28%

Fashion

accessories

13 16%

Home

furnishing

5 6%

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Interpretation

The above table and diagram states that 22% respondents went to Marks and Spencer’s for

Apparels and Footwear and only 6% went for home furnishing that means people mainly chose

for latest footwears and apparels and they did not prefer marks and spencer’s when it was for

home furnishing products

Q3 How often do you buy from MARKS AND SPENCERS?

VISITS NO. OF RESPONDENTS PERCENTAGE

Once in a week 10 13%

Once in a

month

19 24%

Once in 3

months

26 33%

Once in a year 24 30%

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Interpretation

From the above table and diagram we come to know that major share has gone only once in three

months or once in a year that is 33% go once in 3 months and 30% go once in a year. That means

majority of respondents are not frequent visitors of Marks and Spencer’s

Q4 Do you know MARKS and SPENCERS has launched 5 years Eco-Plan(plan A) to reduce the impact on environment and to be sustainable business?

Launched eco

plan

NO. OF RESPONDENTS PERCENTAGE

Yes 38 46%

No 42 54%

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Interpretation

From the above table and diagram we come to know that many of the respondents that is 54% of

respondents did not know about the 5 year eco plan which was launched by Marks and Spencer’s

but 46% of respondents knew about the 5 year eco plan.

Q5 Is their any MARKS and SPENCERS near to your place ?

M&s at nearby

area

NO. OF RESPONDENTS PERCENTAGE

Yes 54 68%

No 25 32%

Interpretation

From the above table and diagram we come to know that 68% respondents have Marks and

Spencer’s near to their place while 32% don’t have marks and spencer’s near to their place.

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Q6 Which of the flowing retailers do you think is the most environmental friendly retailer?

Eco friendly NO. OF RESPONDENTS PERCENTAGE

Aditya Birla 23 17%

M & S 30 22%

Pantaloons 37 27%

Reliance 29 21%

Koutons 20 14%

Interpretation

From the above table and diagram we come to know that 27% respondents have voted for

Pantaloons retail as the most friendly retail and then comes Marks and Spencer’s with 22% and

tin the end comes koutons retail which states that respondents feel that pantaloons retail is the

most eco friendly retail with Marks and Spencer’s following it and koutons considered as the

least eco friendly retail store.

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Q7 Have you seen advertising for Marks and Spencer’s products?

Advertisement NO. OF RESPONDENTS PERCENTAGE

Yes 33 41%

No 47 59%

Interpretation

From the above table and diagram we come to know that 59% of respondents have not seen

advertisements of Marks and Spencer’s and 41% of people have seen advertisement of Marks

and Spencer’s from this we get to know that Marks and Spencer’s should increase the

advertisement technique as well as should bring out new ideas so that maore people come to

know about Marks and Spencer’s.

Q8 Does the billing system takes too much time ?

Billing system

taking time

NO. OF RESPONDENTS PERCENTAGE

Yes 34 42%

No 47 58%

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Interpretation

From the above table and diagram we come to know that 58% respondents feel that the billing

system in Marks and Spencer’s not at all take time in preparing the bill for the products which

the customer has bought and values the time of the customer by providing the billing at the right

time whereas 42% respondents feel that Marks and Spencer’s billing system take time in

preparing the bill.

From this we come to know that Marks and Spencer’s have a good an appropriate billing system

which provides the bill early and values the time of the customer.

Q9 How do you rate the quality of goods in Marks and Spencers?

Quality Rating NO. OF RESPONDENTS PERCENTAGE

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Excellent 15 19%

Very good 16 20%

Good 25 32%

Satisfactory 20 25%

Very poor 3 4%

Interpretation

From the following table and diagram we come to know that 32% people feel that the quality of

goods as per the respondents were good and 25% feel that the goods were just satisfactory

wereas 20% feel that the goods were very good from this we come to know that felt that the

goods in marks and spencer’s were upto their mark and only 4% felt that the product is not upto

their mark.

Q10 Does the sales executive respond in a proper and appropriate way while you ask for a help in Marks and Spencer’s?

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Disciplined

sales executive

NO. OF RESPONDENTS PERCENTAGE

Yes 66 84%

No 13 16%

Interpretation

From the above table and diagram we come to know that 84% respondent felt that the sales

executives and the supporting staffs in Marks and Spencers were very helpful to them and helped

them at the time of need wereas 16% respondents felt that they did not help. From this we come

to know that the sales executives at Marks and Spencer’s are very much helpful as well as

disciplined.

FINDINGS

1. LACK OF AWARENESS OF BRANDS AMONGST INDIAN CONSUMERS:

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The Indian consumers are not aware of the M&S brands available in India, Most rich people who

can afford the luxury brands either live in smaller towns and cities where there is no outlet or

awareness of the brands.

2. DUPLICATION AND KNOCK-OFFS:

There are a lot of duplicate and knock-offs available in the Indian market. Most of these products

come from China. The same branded product, which is available for 25000 Rs., is available for

1500 Rs. When it is not authentic. Though the quality of these products is not good, they appear

to be the same and hence people don’t mind buying them.

But people in India do not believe in authenticity, if they see the name and the knock-off looks

exact, they buy that item as they believe in showing off.

LACK OF RETAIL SPACE:

The luxury retail stores are located in posh markets or malls in selected cities, as we all know

that there are only two luxury malls in India, The collection-UB City, Bangalore and the DLF-

Emporio Mall, New Delhi, because that is where the potential customers are most likely to come

for shopping, hence the feasible space available is very less.

LOW CUSTOMER TURNOVER:

The number of customers who visit a luxury store is comparatively lower than a regular store.

Also the luxury store outlets are located exclusively in certain areas and are sometimes not

accessible by everyone, this factor also affects the customer turnover.

C ONCLUSION

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From above analysis it is very clear that major respondants are happy with the products offered

at marks and spencer’s and they are also happy with the 5 year eco plan a beautiful initiative

taken by Marks and spencer’s towards the environment but it is also to be noted that many

respondents did not have a clear idea about marks and spencer’s as the retail store was not near

to their place. The number of customers who visit a luxury store is comparatively lower than a

regular store. Also the luxury store outlets are located exclusively in certain areas and are

sometimes not accessible by everyone, this factor also affects the customer turnover.

The Indian consumers are not aware of the M&S brands available in India, Most rich people who

can afford the luxury brands either live in smaller towns and cities where there is no outlet or

awareness of the brands.

While many many respondents were happy with the sales executive and the staffs which were

working at marks and spencers as they helped the customer’s in the right way at the right time

Many respondents were happy with the quality and price variation which helped them to choose

the right product.

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BIBLIOGRAPHY

Cyndee, Miller, "Study Dispels '80s Stereotypes of Women, "Marketing News, 1995

David M. Potter, “People of Plenty”, 1954

Hoyer, Macinnis and Pinaki Das Gupta, “Consumer Behaviour”, 2008

J. N. Sheth and J.A. Howard, “Theory of Buying Behaviour”, Wiley,1969

S. L. Rao and I. Natrajan, “Indian Market Demographic”, 1994

www.ncaer.org

edms.matrade.gov

http://www.marksandspencerindia.com/corporate-overview/J5Is4j6a.html

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QUESTIONNAIRE

Q1. Is the quality of the product satisfactory to the price that you pay ?

Scale

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly dissatisfied

Q2. What product category did you like the most in Marks and Spencer’s?

Apparels

Beauty care

Footwear

Fashion Accessories

Home furnishing

Q3. How often do you buy from Marks and Spencer’s?

Once in a week

Once in a month 

Once in 3 month

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Once in a year

Q4. Do you know marks and Spencer’s has launched 5 years Eco-Plan(plan

A) to reduce the impact on environment and to be sustainable business?

Yes 

No

Q5. Is their any Marks and Spencer’s near to your place ?

Yes 

No

Q6. Which of the flowing retailers do you think is the most environmental

friendly retailer?

Aditya Birla Ltd

Marks and Spencer’s

Pantaloons

Reliance retail

Koutons retail India ltd

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Q7. Is there any Marks and Spencer’s near to your place ?

Yes 

No

Q8. Have you seen advertising for Marks and Spencer’s products?

Yes 

No

Q9. Does the billing system takes too much time ?

 Yes 

No

Q10. How do you rate the quality of goods in Marks and Spencer’s?

Excellent

Very good

Good

Satisfactory

Very poor

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