In the UK in 2014, the food sales were down 2.7 percent in in like - forof - like terms across January to March (Ssmart Ffocus, 2014).Because of this, it appeared we find that the majority of customers preferred the supermarket who has good price, better promotions, highest number of brands, andbetter and more informative advertising. contain more information. Every supermarkets has veitsa strengths and weaknesses.,for example Tesco for example is the hasmarket leader, market overseas, online market, good price, highest number of brand as strengths.The research also revealed that ….(citation) Also, has nonfood market and lose a lot of money as weaknesses. On the other hand M & S has old market, good quality, good relationship with employees as strengths, and old fashion advertising, poor customer service as weakness.In the same way, the Primary research conducted also revealed In our research wthat a majority also e found a lot of student and staff of Middlesex university the preferred Tesco more than M&S for similar reasons.because of all these reasons. Moreover, we have Interestingly, one question in the survey remained unanswered in our questionnaire isand that was about what the advertising slogan for M&S.?, No-one in the sample actually knew this. a lot of sample the didn’t know the answer where the answer is ʽ M&S, The family store ʼ. In the end, we work hard to get this result and maybe this research is not perfect but at least shows us who the customers thinking. In spite of its limitations, this research revealed an interesting insight into customer’s thinking.