High street giant Marks and Spencer has been voted Britain's most trusted retail store.
The retail outlet, which this week celebrates its 125th birthday, came out top in a survey which was aimed at uncovering cosumer shopping habits during the economic downturn.
A massive 22 per cent of shoppers claim 'M & S' is the most trusted high street store and say they would be upset to see the landmark shop become a victim of the credit crunch and close its doors completely.
The survey conducted by YouGov on behalf of specialist marketing agency Baber Smith found that over half of British shoppers claimed a good reputation was the reason behind their trust in the retailer.
Two fifths cited quality products as the main reason for placing their trust in a retailer, while a good refund and exchange policy was imperative for a third of shoppers.
Joining Marks and Spencer at the top of the poll was Boots and Tesco who both racked up 13 per cent of the votes.
Sam Jordan, MD, Baber Smith said: "With cash-conscious consumers paying closer attention to the purchases they make, retailers are now having to fight harder than ever to maintain levels of consumer trust.
"As our research shows Marks & Spencer is leading the way with a strong focus on offering high quality products, at good value, upholding its good reputation.
"In this recession, retailers have only one opportunity to get it right otherwise customers will vote with their feet."
Dr. Alain Samson, a consumer psychologist affiliated with the LSE, said: "Brand image, reputation, product and service quality, as well as perceived value all play a role in shaping a consumer's overall view of a retailer as this research has shown.
"Amid existing negative consumer sentiments in the current economic climate, companies also risk consumer dissatisfaction and distrust if they no longer live up to their pre-recession promises.
"A retailer looking to increase footfall in their shops by implementing cost-cutting tactics should proceed with caution.
"If the quality of products or services falls as a result, such practices may contribute to customer distrust of that particular brand in the long term."
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