Ethics Marketing and Consumer Behavior of Primark - Essay Example

Ethics Marketing and Consumer Behaviour of Primark The study is concentrated on the concept of ethical marketing within a business process.Contextually, the appropriate implementation of ethical marketing in influencing the consumer behaviour during the time of purchase decision making have been addressed in the paper. In this regard, the essay identifies the actual intention of the company to address the ethical issues related with marketing with the changed business processes in the recent years. On the other hand, the expectations of customers from the respective company in terms of adhering to the needs of ethical consideration have been duly addressed in the paper. To justify the needs of maintaining ethical consideration, Primark has been adopted as the key company for fulfilling the objective of the study. In order to identify the customers as well as company’s perception a face to face interview parallel to a questionnaire survey has been conducted. In this study, approximately 40 participants have been adopted for conducting the research process, which consisted of 10 employees and 30 customers for getting a better understanding of the overall processes. Furthermore, from the review of the different available resources it could be commented that the company has been effectively practicing the different techniques to enhance its acceptances among employees as well as consumers. Table of Contents Abstract 2 1. Introduction 4 2. Methods and Data 5 3. Analysis and Discussion 6 3.1. Analysis 6 3.2. Discussion 16 3.3. Summary 19 4. Conclusion 20 20 References 21 22 Appendix 1: Questionnaire 23 1. Introduction As per the current scenario, business industry has been experiencing large number of changes. Due to these changes, the industry has been facing several challenges, which affected over companies’ revenue generation. In this context marketing is recognised as one of the most significant and vital factors for the growth of business. It will be worth mentioning that sales and productivity of a company is dependent upon marketing (Moorman & Rust, 1999). However, it is also stated that marketing also influences purchasing behaviour of customers. Through evaluating consumer behaviour, a sales person will be able to understand the future objective of the consumer. In this regards it will be worth mentioning that ethical marketing concept is very important for influencing the consumers’ buying behaviour (Hunt & Vitell, 1986). The principal aim of the study is to describes the about the importance of marketing ethics in influencing the consumer buying behaviour. Owing to the fact that consumer behaviour is noted to be a conspicuous commodity and it is difficult to determine a particular trend the topic related with marketing ethics and consumer behaviour often cultivates ne horizon making the topic interesting for student. Apart from this, the study will evaluate the effective adoption of ethical marketing concepts by Primark for influencing consumer behaviour. 2. Methods and Data The study is includes numerous procedures to facilitate the need of appropriate data collection to increase the relevance of the research paper. To ascertain the objective of this paper the ethical issues related with Primark in terms of ethical marketing has been used for influencing the consumers’ buying behaviour. The researcher initially identified several strategies that have been implemented by Primark to increase the ethical concerns related with the marketing of products by the same. To increase the transparency of the data the researcher focused on collecting the same from several online surveys using social media networks, such as Facebooks and emails. The data thus collected is done using two types of sampling process one is online survey and another is face-to-face interview. To increase the ability of the data to meet with the objectives of the research the data has been collected in two groups. An online survey has been conducted on 30 consumers of Primark for which the data has been collected using random sampling technique to enhance the generalisability of the data. Furthermore, 10 employees are selected from Primark from different segments related with marketing for face-to-face interview. In order to enhance the reliance of the research separate the survey has been conducted using two methods. This strategic use of survey is likely to enhance the ability of the research to meet with desired needs of attaining the objectives. 3. Analysis and Discussion 3.1. Analysis In response to Question 1(refer Appendix 1) the employees duly affirmed they were majorly designated in the marketing department of the organisation and well acquainted about the different ethical concerns followed by the same. In response to Question 2 (refer Appendix 1) the employees largely affirmed that the company was following the concepts related with ethical marketing. It has been observed that both customers as well as companies are being influenced due to the implication of the ethical marketing concept. The employees largely affirmed to the fact that the company followed the concepts of ethical marketing to a greater extent. It was noted that 80 % of the respondents affirmed the fact that the company has been adhering to the ethical concerns that are related with the needs of marketing for the company. This suggested that the company was effectively implementing the different strategies that were increasing the ethical concerns that are related with marketing. The same has been illustrated through the following diagram. Figure 1: Ethical Concepts of Marketing In response to question 3 (refer Appendix 1), the employees affirmed about the authenticity regarding the implementation of marketing standard during the practice of ethical marketing. Apart from this, the major concerns are driven towards the implication of proper marketing standard within the company. In this regard, out of 10 respondent 7 affirmed that Primark is following strict marketing standard during the implementation of ethical marketing concept. This suggests that company is highly inclined towards implementing the ethical standards of marketing. The following illustration provides a detailed insight towards the above stated concern. Figure 2: Implementation of Marketing Standards In response to question 4 (refers Appendix 1), the employees or the participants accepted the fact that adoption of value and ethics during the planning and product strategies were duly maintained within the organisation. During the interviews 7 out of the 10 employees agreed with the fact that the company is following value and ethics during the planning as well as applying product related strategies. It is also stated that the company is following the ethical considerations during production planning process. Figure 3: Ethical Concept during Product Strategies As per question 5 (refer Appendix 1), the respondents positively accepted the notion that the concept of ethical marketing while assisting the consumers at the time of their purchase were evident within the practices of the organisation. As per the responses received from 10 employees, it was evident that they had an affirmative view about the marketing strategies, which has been provided by Primark. As per the question 6 (refers Appendix 1), most of the respondents are affirmed about the ethical pricing strategies of Primark and even assured that the different strategies developed are likely to enhance the ability of the market to perform. Out of 10 participants 80%, participants are noted to be positively supporting the operations of the company. However, 20 %participants provided negative response about the ethical standards that are followed by the company while implying the pricing strategies by the company. Figure 4: Ethical Concept during Pricing Strategies In response to question 7 (refer Appendix 1), majority portion of respondents affirmed about effectiveness of Primark and its distribution channel. It is noted that out of 10 participants 6 employees agreed on the fact that Primark is maintaining product distribution channel in an ethical way. However, 4 participants disagreed with the particular statement. Figure 5: Ethical Concept during Distributional Strategies In response to question 8 (refer Appendix1), 30 consumers were analysed for developing a better understanding about the market trend. They were asked to put up data regarding their age groups. Where majority of the respondents affirmed that, they belong to the age group of 21-25. This reflected that majority of the consumers belonged to young and adolescence group. The age groups that were divided were of 18-20, 21-25, 26-35 and 36 and above. This reflected that majority of the data collected was noted to be among the age group of 18-36. This reflected that the young masses were more active on the online websites than middle-aged people. The following illustration depicts the details of the data collected. Figure 6: Age Group of Customers In response to question 9 (refer Appendix 1), the customers are affirmed about their preferences. By reviewing the collected data, diagram has been depicted that out of 30 participants 14 are the male customers and 16 are female customers. In this context, it can be evaluated that ethical marketing concept of Primark is competent to fulfill female customers’ needs by influencing their buying decision. The following graphical representation illustrates the same. Figure 7: Gender of Customers As per question number 10(refers Appendix 1), out of 30 customers 25 agreed to the statement and 5 disagreed. This reflected on the fact that the consumers were satisfied with the products that were provided to them. With the majority portion of customers agreeing that, Primark is highly competent to understand customers buying behaviour through applying ethical marketing concept. The following diagram reflects on the above stated elaborations. Figure 8: Ethical Competency Understanding Customers Buying Behaviour As per question number 11 (refers Appendix 1), 30 respondent has provided their response regarding the adoption of ethics and values in the marketing process. The diagram describes about three distinctive process of ethical marketing adopted by Primark. In this regard, out of 30 customers 15 stated that Primark has been following anti-competitor practice strategies during influencing customers’ behaviour. Apart from this, it has been observed that 10 customers also supported the ethical pricing strategies used by Primark, which customer applied during the period of customer purchasing behaviour. However, 5 customers also stated that Primark adopted the deceptive advertising strategies to mislead the customers and influence their buying behaviour. Figure 9: Types of Ethical Strategies According to question 12 (refere Appendix 1) 30 participant provided their point of view for evlauating the company’s strategies of ethical marketing. it can be duly affirmed from the collected data that out of 30 customers 14 stated that Primark is successful for creating more customers. apart from this 10 participnats commemted that primark is highly sucessful in genarting new customers. However, only 6 customer in total disagred and stated that Primark is unsucessful in genarting new customers. the following illustratuion reflects the notion stated above. Figure 10: Success in generating more Customers 3.2. Discussion Primark is recognized as world’s leading retail brand, which is mainly selling garments. It has been observed that during marketing process the company has introduced large number of marketing strategies for influencing consumers buying behavior. It has been observed by analyzing the data that are obtained from the questionnaire survey as well as through face-to-face interview duly reflects on the fact that majority of the people are satisfied with the marketing strategies of Primark (Patel & Schlepped, 1999). As per the point of view of 40 respondents, Primark has implemented a large numbers of strategies to maintain its position within the market. It has been depicted that Primark has adopted few value and ethics during the implementation of new marketing strategies (Vinson & et. al., 1977). In this purview, it is evaluated that there are several strategies, which has been adopted by Primark for providing assistance to its customers. It is also stated that Primark needs to adopt effective strategies for earning better market share within the industry it has been providing services. Primark is a garments company, which have promoted its products effectively for making profitable sale. In this context, the company has introduced few strategies to satisfy customer’s needs. Among those concepts, several customers confirmed that the ethical marketing concept is recognized to be most effective concept for developing customers’ base for the company. As per the customers’ overview or feedback, the sales representatives of Primark are supportive in nature and provide effective support for shopping and other requirements. Primark has a potential sales force, which provides quality assistances to its consumers. Correspondingly, the sales representatives who are capable for encouraging customers’ intention by solving their problem have been appointed for the service. The sales representative should promote positive attitude to the customers during their buying or even through online shopping. It has been also stated that sales representative should provide accurate information regarding the products. However, few participants has provided with negative feedback about the ethical marketing concept of Primark. This has been noted to be less and reflects on the fact that the company is having a huge amount of influence on the consumers in making the buying behavior (Carrigan, & Attala, 2001). In order to build an ethical marketing Primark has developed an internal ethical trade team to enhance the transparency within the system of business followed. Primark has build the internal ethical trading team in order to strengthen the capacity of trading team to maintain the ethical standard practiced within the company. The concept of internal ethical trading has been established for supporting the suppliers as well as also engages the local stakeholder with the company. It has been found that the internal team of Primark has developed an effective as well as ethical commercial team that will be provide with a proper training to its employees for the better selling process. The ethical trading team will deliver an effective as well as efficient training section to its key staffs. Therefore, the staffs can provide the ethical along with accurate services to its customers. Moreover, Primark has also introduced numerous ethical strategies in order to expand its business process. It has been also stated that Primark has decided to work with companies, trade unions and voluntary organizations to increase the efficiency of the program they have been projecting. These strategic steps will be helpful in improving quality lifestyle of the workers associated with Primark (Associated British Foods plc, 2012). By evaluating the data, it was evident that an initiative for evaluating the concept of ethical marketing provided to the consumers has been duly analyzed to enhance the popularity of the same. Apart from this, the researcher has evaluated a large number of strategies that has been implemented by Primark during production as well as adopting pricing process (Moorman & Rust, 1999). Primark encourages the ethical concept during the product planning process and adheres to the individual needs of the consumers. In this context, the company has introduced few strategies to generate new products as per customers’ needs (The OECD, 2008). The production process of Primark should be effective for generating eco friendly products. As per employees as well as customers point of view, Primark has a quality sales force as well as production staffs who are capable for generating new customers, providing product distribution support as well as encouraging customers’ intention through solving problem (Hunt & Vitell, 1986). The company should adopt positive and ethical concept by understanding customers purchasing behavior during purchase process. It has been also stated that the company should provide accurate information regarding products as well as should supply accurate products to the customers. However, the company should not provide wrong information about the products for increasing sales of company. It is observed that Primark is promoting positive overview in terms of reviewing of the marketing strategy for products and products related information (Haghshenas & et. al., 2013). 3.3. Summary Based on the needs of the research data has been collected from 40 respondents. Among these 40 participants, 30 are customers and 10 employees of Primark Company working majorly in the marketing department. Based on the online survey and face-to-face questions the data collected represented on the use of different marketing strategies used by the company. With the effective utilizations of the different results thus attained enhanced the ability of the data to attain the objectives of t5eh study. It was even noted that the company has been following an integrated plan of marketing and enhancing value for the consumers (Primark, n. d.). Through online surveys, it is noted that Primark has been quite popular among the young masses accessing the social networking sites such as Facebook. Correspondingly, overall analysis depicted that Primark is highly competent for satisfying customer needs through implementing ethical marketing concept. Apart from this, it is also observed that ethical marketing concept is helpful in influencing consumer-buying behavior (Saylor.org, 2010). 4. Conclusion By reviewing the in depth findings attained from the study, it is noted that Primark has been effectively implementing its strategies to develop the market of the products and services. In this regards the company has adopted large number strategies for developing its market demands as well as by generating new customers. The company has adopted new marketing strategies during product promotion to enhance the ability of the same to meet the demand of the consumers. In this regards, Primark has implemented new concept of ethical marketing within its operational strategies. The company has incorporated ethical concept for developing its internal as well as external strategies. Thus, it could be duly affirmed that the company has been effectively utilising the different techniques to meet with the ethical needs of the consumers. Additionally, from the review of the data collected it is even noted that the company has been effectively nurturing the needs of the employees and ensuring sustainable growth. References Associated British Foods plc, 2012. Primark Ethical Trade Team. Responsibility [Online] Available at: http://www.abf.co.uk/responsibility/our-actions/primark_ethical_trade_team [Accessed on April 5, 2015]. Carrigan, M. & Attala, A., 2001. Emerald Article: The Myth Of The Ethical Consumer - Do Ethics Matter In Purchase Behavior? Journal of Consumer Marketing, Vol.18, Iss.7, pp.560-578. Graham, C., 2012. Marketing Strategy & Planning. Resit Coursework, pp.1-17. Hunt, S. D. & Vitell, S., 1986. A General theory of Marketing Ethics. Journal of Macro Marketing, pp.5-16. Haghshenas, L. & et. al., 2013. Review Consumer Behavior and Factors Affecting on Purchasing Decisions. Singaporean Journal of Business Economics, and Management Studies, Vol.1 No.10, pp. 1-8. Moorman, C. & Rust, R. T., 1999. The Role of Marketing. Journal of Marketing, Vol. 63. pp.180-197. Patel, S., & Schlepped, A., 1999. Models of Consumer Behavior. Maths- In- Industry, pp. 1-63. Primark, No Date. Engaging with Stakeholders. Article [Online] Available at: https://www.primark.com/~/media/ourethics/unpacked/primark-edition-16-full.ashx [Accessed on March 19, 2015]. Saylor.org. 2010. Consumer Behavior: How People Make Buying Decisions. Chapter 3. pp. 1- 40. The OECD, 2008. OECD Guidelines for Multinational Enterprises. Investment, pp. 1-65. Vinson, A.E. & et. al., 1977. The Role of Personal Values in Marketing and Consumer Behavior. Journal of Marketing, Vol. 41, No. 2, pp. 44-50. Appendix 1: Questionnaire Employees 1. What is your designation in Primark? 2. Is the company following the concept of ethical marketing in case of product promotion? Agree Disagree 3. Is there any marketing standard applied by the company to follow ethical marketing concept? Agree Disagree 4. Does the company follow value and ethics during planning and application of product strategies? Agree Disagree 5. How do you use the concept of ethical marketing in assisting consumers during purchase? 6. Is the pricing strategy of the company following an ethical point of view? Agree Disagree 7. Is the company’s product distribution channel and network based on the concept of values and ethics? Agree Disagree Customers What is your Age? 18-20 21-25 26-35 36 and Above What is your Gender? Male Female 8. Do you feel is Primark is highly competent to understand the consumer buying behavior through the implementation of ethical marketing? Agree Disagree 9. Which kind of ethical strategies has been followed by the company’s during influencing customers buying decision? Deceptive Advertising and Ethics Anti- competitive Practice Pricing ethics 10. How much the application of ethical marketing concept is helpful in generating more customers for the company? Highly Successful Successful Highly Unsuccessful Unsuccessful Read More