Abstract:
Marks and Spencer Pic. (commonly known as M&S) is one of the well-known UK retailer
focused on selling of clothing, home product and food, which has more than 700 retail outlets,
customer means the people who are engaged in buying procedure only but consumer refers those
who are engaged in different activities like evaluating, acquiring, using and disposing of
products or services”. If the company is able to understand the needs and desire of targeted
consumers along with unique image then it could make association between the brand and its
consumers commonly referred as brand equity. explain that
“effective marketing and quality product according to desire and need of consumers are essential
for success in the competitive market”. Consumers’ purchasing behaviour in the clothing sector
is highly influenced by brand equity. Two products of the same quality can be sold at higher or
lower price and their demand might be higher or lower because of brand. Why there is such a
difference?
