Impact of COVID-19 on Customer Preferences in Retail Industry: A Case Study of Marks and Spencer

Research Project

Table of Contents
Background..................................................................................................................................3
Rationale......................................................................................................................................3
Literature review..........................................................................................................................4
Research Methodologies..............................................................................................................5
REFERENCES................................................................................................................................1

Title: To evaluate the impact of COVID – 19 on changing taste and preference of customer in
retail industry. A study on Marks and Spencer’s.
Background
Business is dynamic in nature and it changing from day to day due to some external factor. So
company has to come up with advance technology and innovative idea so that it can sustain in
the changing environment. In addition to this, COVID- 19 has change the way of doing the
business and it has affected the growth of the organization as the taste and preferences of
customer has been changed (Basu and Bose, 2020). Moreover, the present study will help in
shading the light on the various method which can be used by organization in order to attract
their customer as well as to keep them satisfy. The present report is based on Marks and Spencer
(M&S) which is one of the famous British retail sector that deals in Clothing, food and home
products. The study will focus on the effect of pandemic on the customer changing taste and
preferences.
Aim: To analysis the influence of COVID- 19 on consumer taste and preferences by focusing on
the case of Marks and Spencer’s.
Objective:
 To evaluate the relation of pandemic and customer purchasing cycle.
 To identify the various method used by M&S to attract audience.
 To analysis the effect of COVID -19 on the customer needs and demands of Marks and
Spencer.
 To recommend the best solution to company pertaining to challenges faced by them.
Rationale
The research focus on analysis the impact of the COVID- 19 on the changing taste of customer
within the retail sector by concentrating on the consumer buying cycle. Along with this, audience
are the key source in the company which helps in increasing the overall growth as well as
contribute in the success (Filimonau, Beer and Ermolaev, 2021). One of the best reason to carry
out this research is to have better understanding about the customer needs and wants and the way