CSR Activities and Customer Loyalty

The assignment consists of 12 questions that assess students' understanding of CSR concepts, its impact on business growth, and customer loyalty. The questions cover various aspects of CSR, including environmental sustainability, fair trade practices, and philanthropic efforts. The assignment also includes a recommendation section for British Petroleum Corporation and Body Shop Plc to earn customer loyalty.

Corporate Social Responsibility
and its impact on customer
loyalty. A case study of Body
Shop and British Petroleum

Table of Contents
Topic: Corporate social responsibility and its impact on customer loyalty. A case study of Body
Shop and British Petroleum.............................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Introduction......................................................................................................................1
1.2 Background of study.........................................................................................................1
1.3 Rationale of study.............................................................................................................2
1.4 Research Objectives.........................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 Corporate social responsibility.........................................................................................4
2.3 Reason for Body Shop and British Petroleum to engage in CSR.....................................7
2.4 Aspects of CSR...............................................................................................................10
2.5 Correlation between customer loyalty and CSR............................................................12
2.6 Conclusion......................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................14
3.1 Introduction....................................................................................................................14
3.2 Research Philosophy......................................................................................................14
3.3 Research Approach.........................................................................................................15
3.4 Data Collection...............................................................................................................15
3.5 Data Analysis..................................................................................................................19
3.6 Conclusion......................................................................................................................19
CHAPTER 4: DATA ANALYSIS................................................................................................20
4.1 Findings from quantitative analysis................................................................................20
4.2 Objectives Discussion....................................................................................................31
4.3 Conclusion......................................................................................................................34
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................35

5.1 Study summary...............................................................................................................35
5.2 Conclusion......................................................................................................................35
5.3 Recommendation............................................................................................................35
REFERENCES..............................................................................................................................37
APPENDIX....................................................................................................................................41

Topic: Corporate social responsibility and its impact on customer loyalty. A
case study of Body Shop and British Petroleum
CHAPTER 1: INTRODUCTION
1.1 Introduction
In 21st century, organisations dealing at international level face various challenges related
to gain sustainability, in intense competitive environment. It includes changing demand of
customers, presence of diversified alternatives, socio-economical criteria and more. To overcome
from such challenges, CSR (Corporate Social Responsibility) is taken as a new marketing tool
than increase customer loyalty as well as purchase intention. This would aid organisations in
earning high profitability (Reverte, Gómez-Melero and Cegarra-Navarro, 2016). Loyal
customers mostly boost a company financially by increasing willingness of consumers. It
includes word-of-mouth publicity, frequent purchases, spend more per transaction and more.
Therefore, earning customer loyalty is considered as especial potent, that can be gained when
companies give more contribution for welfare of society.
The present study is going to investigate concept and different aspects of CSR activities ,
that impacts on customer loyalty. For this assistance, two major companies of UK that deals in
different-different sectors are taken, via Body Shop and British Petroleum. Here, Body Shop
International Limited is a trading company that offer a range of 1,000 products categorised as
cosmetics, perfume and skin care products, in international market. While, British Petroleum is
considered as the seventh largest multinational oil and gas company of UK, in terms of revenue
(Price and Sun, 2017). As in both sectors there is a hyper competitive environment and
diversified alternatives. To deal with such challenges, Body Shop and British Petroleum runs
various CSR activities, that proves more effective than advertising campaign for promoting the
business.
1.2 Background of study
Corporate social responsibility considers as a management concept where, organisations
used to social and environmental concerns into business operations (Shin and et. al., 2017). It
refers to a way by which company creates a balance of economic, social and environmental
imperatives. Along with this, they can also address the shareholders and stakeholders’
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expectation also. Therefore, CSR has become a crucial and valuable approach in building a long
term relationship of a company with its customers (Albus and Ro, 2017).
In context with present study, it explores the various aspects of CSR. For this purpose, two
major companies of UK are taken, that deals in different-different field. It includes Body Shop
International Ltd., that operates its business in cosmetic and skin care products. While British
Petroleum is another company which headquartered in London and one of the largest oil
company of world. In order to run business ethically and gain high attention of customers, both
companies run various programs for creating a balance of CSR imperatives (Aramburu and
Pescador, 2019). It includes reducing carbon footprint from manufacturing industries, run
program for welfare of vulnerable societies etc. This research is limited within area of corporate
governance with different organizational level unit of analysis, including impact of CSR
initiatives on customer behaviour and their loyalty. It highlights relevant CSR dimensions as well
as its potential impact on positive and enduring relationship of customers with business of both
companies.
1.3 Rationale of study
As Corporate Social Responsibility has become the most important aspect of today’s
business. With increasing changed in internationalization trend within business community in
various countries, it has observed that good ethical practices refer to paramount for every
business transaction (Hopkins, 2016). This would majorly deal with successfully operating in
global market. With this assistance, trust, transparency, honesty, accountability, responsibility
and integrity between transacting business and values of organizations, serve as the main key
foundation of earning credibility as well as good position in international arena. In context with
Body Shop Ltd. and British Petroleum, both companies concern to integrate business with CSR
initiatives (Russell, Russell and Honea, 2016). This would help them in running business in
international platform more easily and gain attention of loyal customers as well. This dissertation
is therefore, concerns on identifying the correlation between CSR and customer loyalty of
companies. The reason behind chosen this topic is to explore knowledge within this large
concept and to analyse how such companies integrate their business with CSR initiatives. This
would give opportunity to researchers to enhance their skills in research field and take more
challenging assignment in future (Kuo and et. al., 2016). Along with this, they can also provide
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effective suggestions to companies for running businesses in ethical manner and improving
customer loyalty.
1.4 Research Objectives
It refers to most important part of research on which entire study is based. Research
objectives provide a base to project makers and direction on which they can conduct their studies
(Benlemlih and Bitar, 2018). In context with present research, where study mainly investigate the
concept of CSR and its role in earning customer loyal, the main objectives are given as beneath:
 To understand the concept of Corporate Social Responsibilities
 To identify different aspects of CSR
 To determine the correlation between CSR and customer loyalty
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
A literature review can be defined as a source where researchers survey books, scholarly
articles and other, to extract information and data on a certain topic (Chang, 2017). This would
help in analysing the research issues and addressing the same in more better manner, to
accomplish the objectives. In context with present research, here, researchers are going to
analyse the concept of corporate social responsibility and how it helps organisations in earning
customer loyalty. For this purpose, various articles have been evaluated to address specific issues
(Kim and et. al., 2018). Here, literature review is generally conducted in two different manners
as – Preliminary review and a comprehensive survey. Preliminary review is done before
conducting a large study for critically analysing a topic (Diddi and Niehm, 2016). While
comprehensive survey refers to a systematic review that identified, appraises as well as
synthesizes evidences for addressing the research issues. Under this condition, a systematic
review is done to address main question of present dissertation, which is based on- “Does
Corporate Social Responsibility impact on customer loyalty?”.
2.2 Corporate social responsibility
According to perception of Crowther and Seifi (2018), corporate social responsibility can
be defined as strategic business management concept, for enhancing reputation of an
organisation and strengthen its brand. For this purpose, companies concern more on improving
condition of local communities, reducing poverty and enhancing living standard of people. As
per the article given by Sammi Caramela, it has been analysed that people while purchasing
commodities of a company concerns more on brand image then quality (What is Corporate
Social Responsibility?, 2019). Therefore, for building an effective brand image, most companies
are prioritizing the CSR activities and holding corporations accountability in order to effect
social change with practice, beliefs and profits of their businesses. In this regard, Corporate
responsibility refers to an easy way for corporations, to take responsibility for reducing negative
impact of business operations on social and environmental factors (Elbedweihy and et. al., 2016).
A robust CSR program gives opportunities to companies for demonstrating good corporate
citizenship of them. It also protects business from risk which may arise due to changes in
external environment.
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As per the article given by Andrew McDougall, it has been analysed that Body Shop
International Limited has currently announced to implement a global CSR strategy. It mainly
outlines 14 targets in order to maintain its position at international marketplace as- “a leader in
ethical business' (Body Shop goes for a green makeover with new CSR strategy, 2019). With this
assistance, it can achieve its main goal i.e. to gain customer loyalty for earning sustainability in
retail sector. These 14 targets of respective company reflects its new aim that is to be the world's
most ethical as well as truly sustainable global business, that includes specific and measurable
targets by 2020 (Obeidat, 2016). It makes business more accountable for delivery and increasing
customer engagement with company's products and services. Along with this, its fourteen targets
also categorised within three P's that focusing on product, people and planet as given below:-
Enrich Planet:
1. To help local people and communities to live more sustainable life, Body Shop will build bio-
bridges that protects as well as regenerated near about 75 million square meters of habitat (Lin,
Lobo and Leckie, 2017).
2. Concern on product packaging process and ensure that at least 70% of the same do not contain
any fossil fuels.
3. Create sustainable packaging innovations
4. Reduce energy consumption from all its stores near by 10%
5. Switch to 100% renewable or carbon balanced energy.
6. Reduce carbon and other environmental footprint of stores by refurbishing or redesigning
them.
Enrich People:
7. Increase the Community Trade Programme by 40 ingredients at least to enrich communities.
8. Aim to enrich more than 8 million people with Enrich Not Exploit Commitment mission,
which will the biggest project yet (Hanks, Line and Mattila, 2016).
9. Provide support to access work to more than 40k economically vulnerable people
10. In order to identify the way to enrich biodiversity of local communities, Body Shop will
invest its more than 250k hours of its skills.
Enrich Products:
11. Work to ensure that 100% of natural or organic ingredients should be sustainably sourced.
12. Reduce year by year its carbon footprints from all its categorised products.
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13. Use of ingredients which are originated from natural and green chemistry as well as
biodegradable also.
14. Develop innovations in business like create a pipeline which delivers cosmetic ingredients
from biodiversity and helps in enriching such areas also (Kull and Heath, 2016).
Here, to meet all these fourteen targets, Body Shop has also given its commitment as:
“The company has set itself ambitious, inspiring as well as measurable targets to enrich the
people, planet and product that help business to grow and prosper” (Chomvilailuk and Butcher,
2016). Along with this, to turn this ambitious into reality, Body Shop also going to work in
partnership with NGOs, suppliers, governments, suppliers and other companies for delivering the
innovation in cosmetics and production.
In context with British Petroleum Corporation, for leading sustainability in fuel industry
and advancing energy for improving people’s lives, this company delivers efficient products and
services to people (Malik and Kanwal, 2018). The energy it produces gives support in economic
growth as well as improve quality of life for various people. It also strives to be a world-class
operator and a responsible corporate citizen to gain customer loyalty. Since the world demands
more energy to fuel increasing prosperity therefore, BP Oil mainly concern on low carbon
ambitions. It includes the expansion of solar presence, human rights, safety and manage
environmental impacts like water usage (Sustainability. 2019). In this regard, British Petroleum
Corporation mainly deals in following main segments:-
 Low carbon ambitious: In order to reduce emission of carbon gases. Improve products
like fuel efficiencies, BP Oil making more investment to set out low carbon emission. For
this purpose, to reduce carbon in operations, it concerns on- Zero net growth in
operational emission out to 2025, 3.5 Mte of sustainable GHG emission reduction by
2025 and targeting a methane intensity of 0.2% (Arli and et. al., 2017). This kind of CSR
activity helps in creating less impact of business on ecosystem and prevents the same by
low carbon emission.
 Expansion of solar business: Business of BP Oil has been more concerning on
renewable energy from last 20 years. To become one of the largest operator in respective
field and achieve ambitious related to low carbon emission, renewable energy seeks to
give more opportunity for this company (Diallo and Lambey-Checchin, 2017). In this
regard, expanding presence of business in solar energy like wind energy, help BP Oil to
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create innovation in production. This would give various opportunities for creating
innovative related to lower carbon emission by partnering gas with renewable (Grayson
and Hodges, 2017). As renewable sources are considered as the fastest-growing energy
source in the world. Therefore, BP Oil give its commitment to provide near about 15% of
global energy mix till 2040. Along with this, Solar expansion generates more than 12
percent of total global power, so respective company also seek to give its contribution to
at least 21% in energy efficiency (Gruber, Kaliauer and Schlegelmilch, 2017).
 Delivering value to business: BP Oil has made a more significant contribution to
societies by providing heat and light across the world. It also provides fuel to get people
to reach at their destinations as well as power for industry (Swoboda, Puchert and
Morschett, 2016). For this purpose, some CSR activities which show contribution of
respective company in delivering its value are- Supporting conversation in Chicago,
Helping India in developing its road facilities, Economic development in Oman and
more. To improve quality of life of billions or millions of people in entire world, BP Oil
concerns on providing access to electricity.
 Managing water to use: As water is one of the most precious resource of the nature,
therefore, BP Oil also runs CSR programs for managing its use (Fatma and Rahman,
2016). In its oil and gas production, respective company also use non-fresh water like sea
water, use waste water in refinery process etc.
2.3 Reason for Body Shop and British Petroleum to engage in CSR
As per views of Albus and Ro (2017), it has been analysed that today companies invest
both money and precious time to conduct CSR activities. This would help in minimising risk,
recruiting talented employees as well as boost their brand image in the eyes of loyal customers.
In this regard, both companies viz. British Petroleum Ltd. and Body Shop Ltd. are concerning
more towards CSR initiatives (Kim, Song and Lee, 2016). It gives them opportunity to make
ease their supply chains, increase access to capital, differentiate business from competitors and
run business effectively in international marketplace. Along with this, making investment in
social responsibilities also aid both domestic and international organisations to promote their
businesses in vast manner, as well as reach potential customers more easily (Albus and Ro,
2017). The CSR activities are very beneficial for the companies like Body Shop and British
Petroleum, as this will help them to build the good and best reputation which a responsible
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company should have, and which can also lead to competitive advantage. These types of
companies are also focusing on the suppliers which can easily gain the attention of more
customers and insist them to buy their products, as this can help them to enhance their sale and
customer loyalty (Alhouti, Johnson and Holloway, 2016). The Corporate Social responsibilities
activities is very beneficial in business of Body Shop, as this can have the better brand
recognition and create the positive business reputation. This is also beneficial in saving cost, as
by reducing the resources use, waste and emissions, this can help the environment and saves lots
of money (Su and et. al., 2017). Also, by having this, the companies can avoid harmful impacts
of their business enterprise on the community. In other cases, the firm will find ways to make
changes in their products and services, which will later on beneficial for the community
(Crowther and Seifi, 2018). In addition with this, the public value is the value that a firm
contributes to its community or society.
From the article given by Terese Collins, it has been analysed that the main reason behind
making a large investment in CSR activities by BP Oil is to improve brand image, which has
destroyed completely after a huge spillage of fuel (near about 206 million Gallons) in Gulf of
Mexico (The eight failures that causes the Gulf oil spill, 2010). During April 2010, it has been
evaluated that due to failure of safety management, an explosion of oil in the Gulf has considered
as one of the biggest oil leakage. Impact of this spillage can measured by given graph –
8

It is evident from various research that there is a series of some complex events that led to
this biggest spillage (Hopkins, 2016). It includes Dodgy cement, Valve Failure, Pressure test
misinterpreted, Leakage not spotted on time, Overwhelmed separator, No gas alarm and more.
Therefore, this case has put a huge impact on brand image of BP Oil that affects its public
relations. It also create difficulties for employers to retain stakeholders' interest with company's
project for longer period and gain customer loyalty as well (Park, Kim and Kwon, 2017).
Henceforth, to overcome from this worst situation, BP Oil has made a large investment in
corporate social responsibilities, to reduce affect of spillage from water bodies and environment.
The better Corporate social responsibility structure and the firm mindset will assist the
company to deliver higher outcomes of business value to public. For this purpose, they must
concentrate on how their goods and services make difference in the community (Habel and et.
al., 2016). CSR supports the public value outcomes. Also, the employees or staff of the both the
firm are having the opportunity to get fully involved in the activities of CSR which can help
them in teaching and learning the new skills to the entire staff and which can assist them to
implement those skills in the organisation so that they can enhance the growth of the company.
Also after their working hours, they can contribute their work and cause that they might feel
passionate about or the activities for which they are very fond of, they can contribute their skills
9

to other members and also can learn something which can help to enrich their own perspectives,
by supporting these activities of CSR, the firm can promote their business growth and support for
the entire staff members (Su, Pan and Chen, 2017). The strong CSR also help both the firm who
build strong and positive relationship with the customers and should maintain the trust between
organisation and the customers. In the year 2016, a survey by Neil son was conducted, and about
the 56% respondents said that the firm who is involved in its social value is becoming the top
selling firm with high profits (Asrar-ul-Haq, Kuchinke and Iqbal, 2017). Customers will be loyal
to the organisation if the firm's corporate values align with their personal ones. Along with this,
the most important factor in a business which CSR provides and helps to remain sustain and ever
lasting for long period of time is commitment to run business in ethical manner only. Even many
customers have the thinking of buying the goods or products from those companies which are
truly involved to improve and develop their society, even the company who support their
community and peoples of their society will lead to high growth and sustain in the market for
long term (Lee, Chang and Lee, 2017). The company on which a customer can trust is a
company remain loyal for long term in the market. Implementing the CSR activities helps the
firm to satisfy their employees as the staff members feel proud to have the part of such company
which is totally engaged in improvement of their society. Because of the high positive impact of
CSR on employee well-being and motivation, the role of Human resource in managing the
projects of CSR is important (Rim, Yang and Lee, 2016). Apart from this, the strong CSR
program will also gain the attention of more partners and investors to the firm by explaining that
the business is about more than just the bottom line (Inoue, Funk and McDonald, 2017). The
CSR activities helps the company and show the investors that firm is healthy and looking
towards the bright future. CSR also helps the firm to develop and enhance the relationship with
customers, suppliers and networks. When a company implemented the CSR activities, then it
attract and maintain the happy workforce and be the employer of choice. These activities also
differentiate the firm with their competitors or rivals.
2.4 Aspects of CSR
It has been analysed through opinion of Alhouti, Johnson and Holloway (2016), that
corporate social responsibility majorly focuses on developing sustainability of a business in
marketplace (Brashear-Alejandro, Kang and Groza, 2016). For this purpose, it concerns on three
main concepts that are- Economic; Social; Environmental and Ecological aspects. This would
10

help in preventing ecosystem from harmful effects of industrialization, improving condition of
vulnerable societies and getting high attention of loyal customers (de Jong and van der Meer,
2017). According to the article given by Sammi Caramela, CSR develops a filter for those
actions of a company that harm environmental aspects and keep business accountable and ethical
as much as possible. In this regard, recognising the importance of social responsibility for
earning social responsibility, different aspects that need to be concern by Body Shop and British
Petroleum Plc are given as below:-
 Environmental efforts: Environment refers to one of the primary focuses of corporate
social responsibility that assist companies, especially manufacturing industry regardless
of size, to reduce carbon footprint (What is Corporate Social Responsibility?, 2019). In
this regard, any steps taken by corporations for reducing carbon footprints and chemical
wastages, considered as good for both companies and societies that surround them. In
context with BP Oil, avoiding environment problems may lead to degradation and
depletion of natural resources. This would prove detrimental to both company and
society. As burning of fossil fuels emit poisonous smoke that impacts on ecosystem
negatively and leads to raise global warming, therefore, contributing efforts in social
activities give advantage to BP Oil to improve and enhance its brand image, in the eyes
of loyal customers (El Ghoul, Guedhami and Kim, 2017). Similarly, in context with Body
Shop, there are more than 80 different toxins like lead and chromium are found, during
manufacturing process of cosmetic products. Along with this, harmful industrial wastages
are considered as the worst generators of environmental pollution (Epstein, 2018).
Therefore, to run programs for reducing wastages and residue, leads Body Shop in
creating strong brand image at global level.
 Philanthropy: It refers to most dominating part of society whereby, companies through
donating money, products or services give support to vulnerable people in earning a
better life (Newell and et. al., 2016). Larger companies tend to have a lot of resources that
can benefit charities and local community programs.
 Ethical Labour Practice: By treating workers within an organisation fairly and
ethically, a company can also demonstrate its effective corporate social responsibility. It
is especially true of such companies that deal in intense market at global level, to retain
talented employees at workplace (Fatma, Khan and Rahman, 2016). Therefore, by
11

making an investment in this type of CSR activity, aid Body Shop and British Petroleum
in increasing their reputation at competitive market area.
 Volunteering: By making investment for social welfare without considering the
profitability, firms can also show their concern for certain issues (Jung, Lee and Dalbor,
2016). This would express support of such firms to charities and NGOs in developing the
condition of society.
2.5 Correlation between customer loyalty and CSR
According to reviews of Park, Kim and Kwon (2017), it has been evaluated that both CSR
and customer loyalty are correlated terms of an organisation. To win loyalty of customers, it
becomes essential for companies to concern on building and maintaining a positive image of
brand at marketplace. For this purpose, integrating business with CSR imperatives, give
advantage to organisation to boost their image and gain sustainability in marketplace. The
Limited study defines the relationship between the customer behaviour and CSR which include
the loyalty of customers. The study shows that the CSR is having the most significant effect on
the behaviour of the customer including customer loyalty (Xie and et. al., 2017). This is stated by
the study that the CSR is having the positive effect on the loyalty of customer. This is important
to have the customer loyalty in an organisation as this is to be considered an important objective
for the company survival and growth (Mehralian and et. al., 2016). Building the loyal customer
base has become the major goal of marketing and it is also an important basis for developing the
sustainable competitive advantage. The research has found that CSR has the significant impact
on the attitude of the customers, purchase intentions, customer loyalty and satisfaction. The study
has also evaluated that the firm will implement the CSR activities when they evaluate the firm
and its products or services. Customers of Body shop and British Petroleum has increased access
to the information and this has enhance the risk of the organisation being found for unethical
practices (Alvarado-Herrera and et. al., 2017). The CSR has enhanced the satisfaction and
loyalty of the customers which have lead to the positive financial returns. This has recommended
that building the customer satisfaction and customer loyalty is an important intermediate step in
converting the CSR into financial gains. CSR is having the continue commitment of the business
to behave ethically and contributing towards the economic development by improving the quality
of life of organisation and life of their families, local communities and the society at ample.
CSR is the responsibility of corporations to contribute a better society and cleaner environment
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(Martínez-Ferrero, Banerjee and García-Sánchez, 2016). CSR is all about that how the
companies manage the processes of business to develop and create the overall positive positive
impact on the society. The firm after attainment of customer loyalty through making a high on
CSR activities will get more benefits, in terms of increased revenue, because increasing customer
retention will help the firm to boost or to enhance the profits because the loyal customers already
have the trust in the products of the firm Body shop and British Petroleum, and are likely
spending more. The main significance of having the loyalty of customer is that this will help the
firm to improve the image of its brand. The loyal customers will enhance the sale of the firm by
getting attention of more customers and thus CSR will result in the customer loyalty and
loyalty of customer will result in the brand loyalty (Kull and Heath, 2016). The customers
loyalty is gained by firm when a loyal customer buy or purchase the same product for long
period of time.
2.6 Conclusion
It has been concluded from the overall literature review, that CSR activities of
organisations for reducing poverty, protecting environmental from harmful effects of
manufacturing process and more, impact directly on customer loyalty (Hanks, Line and Mattila,
2016). The more investment in such operations, a company gets more retention of loyal
customers and increase engagement of them within their businesses. This would lead to get an
edge over major competitors at marketplace of such companies.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodologies refers to the most important part of a dissertation that gives
various tools and techniques for conducting a study in specified manner (Obeidat, 2016). It
includes research design, which defines as the framework of different techniques and methods
which are selected by an investigator in order to integrate various elements of research in
effective manner so that research issue are maintained and managed effectively. This will assist
in examining how to conduct an investigation by sing specific methodology (Lin, Lobo and
Leckie, 2017). In this, there are various types of research design which includes experimental,
surveys, semi experimental and review and its sub types involves investigation issues,
experimental design and descriptive case study. In descriptive research design, research is solely
interested in explaining the situation and condition of specific study. It is theory based research
design that has been developed and formulated for analysing suitable data and information
(Elbedweihy and et. al., 2016). In this, experimental research design I used for establishing
relationship between cause and effect of situation. In this research, descriptive method is used for
collecting and gathering accurate data and information while completing such project.
Similarly research approach is another method that includes inductive and deductive
approaches. Both are considered as an important approach of investigation which can be used by
researcher in order to identify major issue relates to specific topic. In deductive approach, the
present theories are applied for presenting hypotheses regarding particular condition and
situation in order to deriving empirical evidence (Diddi and Niehm, 2016). On the other hand,
inductive approach include non numerical data and information used so that outputs of numerical
evaluation can be substantiated. In the present research report, inductive approach is used
because it will provide accurate and relevant information while doing an investigation activities
systematically.
3.2 Research Philosophy
Under this part of research, all necessary details are discussed which set a phenomenon
for understanding the different perspective of chosen participants for deriving valid outcomes. In
this regard, there are mainly two types of research philosophies are used as- positivism and
interpretivism (Kim and et. al., 2018). Here, in present study, researchers have used
14

interpretivism research philosophy because it involves scholars for presenting factors that
interprets perceptive of human beings. Along with this, through research design, investigators
can understand the participants' feeling and expression as well as interpret accordingly.
3.3 Research Approach
In this, inductive and deductive are considered as an important approach of investigation
which can be used by researcher in order to identify major issue relates to specific topic. In
deductive approach, the present theories are applied for presenting hypotheses regarding
particular condition and situation in order to deriving empirical evidence (Chang, 2017). On the
other hand, inductive approach include non-numerical data and information used so that outputs
of numerical evaluation can be substantiated. In the present research report, inductive approach
is used because it will provide accurate and relevant information while doing an investigation
activities systematically.
3.4 Data Collection
It refers to a main part of research which gives methodologies for gathering adequate
amount of data from different internal and external sources (Benlemlih and Bitar, 2018). It
includes online and offline survey, questionnaire, books and scholarly articles and more. These
methods are mainly classified on the basis of primary and secondary research. Concept of both of
these techniques can be analysed in following manner:-
Secondary method – It refer as method which involves using already existing data and
information. The existing data is summarised and collated in order to enhance the overall
effectiveness of research. Secondary research defines as the research material published in
investigation reports and similar documents (Kuo and et. al., 2016). Such type of data can be
collected and gathered through publication, websites, data obtained from already filled in
surveys. It is cost effective than primary research as it will make use of already existing data. It is
easily available and hence less time is required to gather all the relevant information and data. It
is less expensive than primary data method. It is related to qualitative data which can be obtained
through books, journals, magazines, diaries and so more.
Primary method- It is defined as a methodology for collecting original data by
conducting a direct survey (Russell, Russell and Honea, 2016). Instead of depending on previous
research which are done by authors, hereby, researchers carried out survey in own manner by
using appropriate techniques to address a certain problem, that requires an in-depth analysis. In
15

order to make informed decisions, many organisations like BP Oil and Body Shop, used to
proactively gathered the data, which helps in maintaining authenticity and getting first-hand data
without any modification. For this purpose, methods by which primary information can be
obtained are given as below:- Interviews (telephonic or face-to-face): This primary method is considered as a
qualitative research technique which is used to collect data in appropriate manner
(Aramburu and Pescador, 2019). Here, researchers can conduct interviews of chosen
candidates either by face-to-face or over the telephone. In this method, open-ended
questions are asked that involves a conversation between researcher (interviewer) and
respondent (interviewee). This kind of survey helps in getting a better response of
respondents where, success of face-to-face interview is heavily depended on ability of
researchers to conduct interview and judging point of criteria (Shin and et. al., 2017). In
addition to this, questions asked in such type of survey give advantage to researchers to
gain an in-depth insights about different opinions and perceptions of participants. The
most advantage part of personal interviews is that it usually takes maximum 30 minutes
or sometime longer as per depend on research's topic. So, it saves time for gathering as
well as analysing the feedback of respondents to address main issues of a research.
 Questionnaire method: It is known as the best method of primary research to take
immediate response of chosen respondents on certain topic. Under this method, a
questionnaire is sent to concerned people which consists a number of questions that
covers overall aspect of research aims and objectives. It is then further mailed to selected
participants then interpret their response for addressing the research issues (Price and
Sun, 2017). Therefore, this method gives advantages to researchers when they have taken
a large population. It is low cost effective as well as free from biasedness that increases
ethical concern within a project. Respondents also get adequate amount of time to give
answers of give question.
In context with present research, here researchers have used questionnaire method for
collecting the primary data. In this regard, questions are framed by concerning on overall issues
of CSR activities and its role in earning customer loyalty. This will further asked by 60
respondents to get their feedback, for addressing the research issues and draw valid conclusion
for achievement of outcomes (Reverte, Gómez-Melero and Cegarra-Navarro, 2016). These
16

respondents are chosen from a sample of large population that includes stakeholders of both
Body Shop and BP Oil companies as they have better knowledge about these companies
respectively.
QUESTIONNAIRE
1.) Are you aware with the concept of corporate social responsibility? Frequency
 Yes 55
 No 5
2.) Do you think CSR activities help British Petroleum Corporation and Body
Shop Plc in earning a long-term customer loyalty?
Frequency
 Yes 48
 No 12
3.) Are you agree with the concept that if BP Oil do not deal with CSR
related challenges than it will damage its image?
Frequency
 Yes 45
 No 15
4.) What will be the major CSR issues faced by BP Oil Corporation that
threaten its long-term growth in international marketplace?
Frequency
 Increasing emission of smoke 25
 5% more water usage 17
 Increasing wastage of natural resources 18
5.) Which CSR activity aid BP Oil in maintaining its highest position among
other organisations in same field?
Frequency
 Reducing emission in operation till 2025 20
 Managing water use 19
17

 Expanding its solar presence 10
 Delivering value to society 11
6.) Do you think delivering value of business to develop societies aid BP Oil
in earning its customer loyalty?
Frequency
 Yes 40
 No 20
7.) Are you agree with the concept that companies that make investment in
CSR activities enjoys higher level of market share?
Frequency
 Yes 50
 No 10
8.) Which area need to be concerned more by Body Shop Plc while investing
in CSR activities?
Frequency
 Fair trade practices 23
 Reducing environmental impact 24
 Enrich the biodiversity of local communities 13
9.) Among three categorised targets, which one leads Body Shop in
maintaining its position as “a leader in ethical business' at international level?
Frequency
 Enrich People 22
 Enrich Planet 25
 Enrich Product 13
10.) Do you think running programs like Environmental Protection, Animal
Protection and other, aid Body Shop in building a strong brand image?
Frequency
 Yes 52
 No 8
11.) According to you what categorize the components of CSR policy? Frequency
18

 Philanthropic efforts 18
 Environmental efforts for sustainability 17
 Fair and ethical labour Practices 12
 Volunteering 13
12.) Do you think there is a correlation between CSR activities and customer
loyalty of a company?
Frequency
 Yes 52
 No 8
13.) Provide recommendation to British Petroleum Corporation and Body
Shop in earning their customer loyalty...
3.5 Data Analysis
Data analysis is also considered as one of the crucial part of a study. Under this part, data
which is collected through primary and secondary research methods, are analysed properly. This
would help in addressing research issues as well as obtaining outcomes in more appropriate
manner (Martínez, Fernández and Fernández, 2016). It logically interprets the information
gathered for concluding the result that helps researchers to make decisions accordingly, for
addressing issues. In this regard, data analysis can be defined as a process of transforming and
analysing the data, with aim to discover reliable information in appropriate manner.
3.6 Conclusion
It has been concluded from this part of research methodologies that in order to obtain
adequate amount of information, for understanding the correlation between CSR image and
Brand Image, researchers can use both primary and secondary techniques. Here, in present
research they have conducted a survey on company’s stakeholders by forming questionnaire to
take their feedbacks. While books and journal articles are used to gather secondary data as well
for analysing the perception of other authors.
19

CHAPTER 4: DATA ANALYSIS
4.1 Findings from quantitative analysis
Theme 1: People are much aware with the concept of CSR activities
1.) Are you aware with the concept of corporate social responsibility? Frequency
 Yes 55
 No 5
Interpretation: Organisations in global manner, have come under close scrutiny related to their
degree of social as well as environmental responsibility. This terms to be an examination which
pushes companies beyond some conventional obligations to stakeholders. In this regard, firms try
to manage the business of returning healthy bottom lines while running at higher costs, which
come with fair wages as well as environmentally sustainable manufacturing policies. For this
purpose, companies that run either at national or international level, perform various activities
for providing welfare to societies and reflect positive image of their businesses. According to
survey on 60 respondents as shown in above figure, it has been analysed that 55 of them possess
knowledge about importance of CSR activities. While remaining 5 haven't much knowledge
about same.
Theme 2:
2.) Do you think CSR activities help British Petroleum Corporation Frequency
20

and Body Shop Plc in earning a long-term customer loyalty?
 Yes 48
 No 12
Interpretation: Today in order to get sustainability in business, it becomes essential for
organisations to make more investment in corporate social responsibilities. This would help in
promoting their businesses and bringing awareness among customers about services and
products. For enhancing positive image of business, companies make investment for welfare of
societies, reduce negative impact of production on ecosystem and more. This would help in
getting loyalty of potential customers for longer period of time. As per the given graph, it has
been interpreted from perception of 48 respondents out of 60, that making investment in CSR
activities aid both British Petroleum Corporation and Body Shop Plc in getting attention of loyal
customers and retaining them with business for longer periods. While other 12 participants have
believed that in order to gain customer loyalty, companies need to concern on developing
transparency and accountability in their businesses. This would help in increasing the customer
engagement for longer period of time despite of CSR activities.
Theme 3:
3.) Are you agree with the concept that if BP Oil do not deal with
CSR related challenges than it will damage its image?
Frequency
21

 Yes 45
 No 15
Interpretation: British Petroleum deals in fuel industry which emits poisonous gases and pollute
environment, so, it highly polluted the environment. Therefore, it becomes essential for this
company to make huge investment in CSR activities. According to perception of 45 respondents
out of 60, it has been analysed that if BP Oil do not concern on reducing carbon emission and
management related to supply chain management, it may put negative on their brand image at
marketplace. Along with this, it may create negative publicity of such companies also which
leads to reduce their revenue and market share as well. While other 15 respondents do not
believe so they think that making investment in CSR activities will help only in promoting
business at large scale.
Theme 4:
4.) What will be the major CSR issues faced by BP Oil Corporation
that threaten its long-term growth in international marketplace?
Frequency
 Increasing emission of smoke 25
 5% more water usage 17
 Increasing wastage of natural resources 18
22

Interpretation: In order to reduce pollution rate, Government of UK and other nations has made
various environmental laws, which are essential for companies to adhere to run business
effectively. In this regard, increasing pollution rate leads to increase global warming as well
which impact on production of manufacturing companies especially, oil industry. It creates
various issues that assist such organisations to emphasize on CSR activities. It includes
increasing emission of harmful gases, water consumption, increasing wastages etc. It has been
interpreted from this graphical representation that 25 respondents out of 60 are believed that
increasing emission smoke is the major issue, that force BP Oil to make investment in reducing
the same. This would help in preventing ecosystem from harmful emissions. While other 17
respondents are concerned on optimisation of water resource. They state that more usage of
water may threaten the respective company for its long term growth. Therefore, its management
need to focus on reducing the wastage of water and make investment for its preservation. Other
than this, remaining 18 respondents states that increasing wastage of natural resources threaten
the manufacturing industry including BP Oil for their long term growth of business.
Theme 5:
5.) Which CSR activity aid BP Oil in maintaining its highest position
among other organisations in same field?
Frequency
 Reducing emission in operation till 2025 20
 Managing water use 19
23

 Expanding its solar presence 10
 Delivering value to society 11
Interpretation: As making investment in CSR activities reflects positive brand image of
companies therefore, today most organisations concern for making more investment in providing
welfare to societies. This would help in achieving and maintaining the highest position for firms
in their given industry. In context with BP Oil, to achievement of the same, it has also made
investment in running some social responsibility programs. It includes reducing emission in
operational activities till 2025, management of water usage in appropriate manner, expanding
solar presence, delivering value of business to society and more. It has been interpreted from
above figure that 20 respondents out of 60 believe that making investment in reducing the
emission of harmful gases, give opportunity to BP Oil in turning its negative brand image to
positive one. While other 19 users think that making investment in water management programs
provide welfare to society in reducing the threat of scarcity of same. Other than this, 10
respondents are in favour with expansion of solar presence and rest 11 towards delivering value
of business to society.
Theme 6:
6.) Do you think delivering value of business to develop societies aid
BP Oil in earning its customer loyalty?
Frequency
24

 Yes 40
 No 20
Interpretation: When a company provide services to develop societies and deliver high value of
business to them, then it increases strong brand image as well. Through this process, they can
attract more customers towards business and gain loyalty of them for longer period of time. As
per above mentioned graph, it has been interpreted that 40 out of 60 respondents are agreed on
given statement. They also think that contribution of society development of companies helps in
earning more loyalty of customers. While remaining 20 respondents do not believe on same they
have different perception about it. They state that delivering value to business only help in
generating high profitability instead of earning customer loyalty.
Theme 7:
7.) Are you agree with the concept that companies that make
investment in CSR activities enjoys higher level of market share?
Frequency
 Yes 50
 No 10
25

Interpretation: When companies works on large level especially in manufacturing sector then
society demands them for large contribution in raising living standard, preventing ecosystem
from harmful production and more. In this regard, making investment in CSR activities help in
building better image of business in front of societies and engage targeted customers with
products and services for longer period of time. This would aid to increase market share of
companies as well. It has been interpreted from above graph that 50 out of 60 respondents are in
favour with above statement. While rest of 10 users do not believe on same.
Theme 8:
8.) Which area need to be concerned more by Body Shop Plc while
investing in CSR activities?
Frequency
 Fair trade practices 23
 Reducing environmental impact 24
 Enrich the biodiversity of local communities 13
26

Interpretation: In order to develop strong image of business companies focuses more on
making contribution in CSR activities. In this regard, Body Shop Plc need to concern on various
areas where it can make investment for raising its brand image. It includes fair trade policies,
enrich the biodiversities of local communities, reducing environmental impact and more.
Through survey on 60 respondents as shown in above graph, it has been interpreted that 23 out of
them suggest Body Plc to make investment in fair trade practices. This would help in earning
high loyalty of customers. While other 24 said to put efforts into reducing environmental impact
by decreasing emission of Co2. Other than this, rest of 13 respondents advice for enrichment of
biodiversity of local communities.
Theme 9:
9.) Among three categorised targets, which one leads Body Shop in
maintaining its position as “a leader in ethical business' at
international level?
Frequency
 Enrich People 22
 Enrich Planet 25
 Enrich Product 13
27

Interpretation: In order to improve and increase brand image of business in the eyes of
customers, Body Shop Plc has conducted a lot of CSR activities that categories into 3Ps as enrich
People, Planet and Product. It has been interpreted from given figure that 22 respondents believe
that enriching people by organising Community Trade Programme, job opportunities and more,
is considered as best CSR activities of Body Plc. While 25 users give their perception towards
enrichment of planet, where respective company concerns on reducing energy consumption
switch to 100% renewable. Other than this, remaining 13 users support for enrichment of
products where Body Plc focus on using natural ingredients only to offer organic cosmetic items,
as it helps firm in maintaining its position as a leader in ethical business.
Theme 10:
10.) Do you think running programs for Environmental Protection,
Animal Protection and other, aid Body Shop in building a strong
brand image?
Frequency
 Yes 52
 No 8
28

Interpretation: As the common purpose of any company behind making investment in CSR
activities, is to develop strong brand image of business at marketplace. Therefore, by running
programs for Environmental Protection, Animal Protection and other, also help Body Shop in
building its strong brand image. From above mentioned graph, it has been interpreted that major
number of respondents i.e. 52 out of 60 are also agreed on the same statement. They also think
that such kind of CSR activities will really prove beneficial for Body Plc in improving its image.
While remaining 8 respondents doesn't believe on same.
Theme 11:
11.) According to you what categorize the components of CSR
policy?
Frequency
 Philanthropic efforts 18
 Environmental efforts for sustainability 17
 Fair and ethical labour Practices 12
 Volunteering 13
29

Interpretation: CSR activities mainly conduct to provide welfare to societies, prevent
ecosystem from pollution and harmful emissions of gases and more. According to the perception
of 18 respondents out of 60 as shown in above figure, it has been interpreted that CSR activities
can be categorised as Philanthropic efforts which involves charities for human welfare. While 17
users classified the same into environmental efforts and 12 towards fair and ethical labour
practices. While remaining 13 respondents categorise the corporate activities into volunteering.
Theme 12:
12.) Do you think there is a correlation between CSR activities and
customer loyalty of a company?
Frequency
 Yes 52
 No 8
30

Interpretation: For attainment of customer loyalty a company conducts a lot of operations like
providing best quality of products, delivering value of business and more. But if they engage in
any unethical practices then it will bring failure for them to gain customer loyalty. Therefore, for
attainment of the same, it is essential for organisations to implement ethical practices like
making investment in CSR activities for welfare of societies, become environmental friendly and
more. As per the above graph, it has been interpreted that 52 out of 60 respondents believe that
there is a perfect correlation between CSR activities and customer loyalty. This provide
advantage to companies in retaining audience for longer period as well. The remaining 8
respondents said that there is no correlation between CSR activities and customer loyalty.
4.2 Objectives Discussion
a) To find out which company has contributed more towards CSR activities
From this given research, it has been evaluated that Body Plc has contributed more
efforts as compared to BP Oil. This would can be measured by company's mission of Body Shop
i.e. to dedicate value of business for pursuit of environmental and social changes. No animal
testing is considered as one of its main pillar that made respective company in becoming a
market leader within cosmetic industry. The another main factors that shows higher contribution
of Body Plc is its high commitment for reshaping the business activities, in line with natural
system in order to replenish itself. For this purpose, the targets which are near about 14 and
categorized into three main components as People, Plant and Planet, helps in making the
31

business accountable for delivery. Along with this, Body Plc haven't face much issues at both
domestic and international marketplace that impacts positively on its brand image.
While in case of BP Oil, the one of the most severe and drastic situation that this
company has faced was huge spillage of fuel within Gulf of Mexico. This is the biggest oil leaks
in history that occurs on 20 April 2010 due to silly mistakes where, management team was failed
to determine if well was properly sealed or not (Kim, Song and Lee, 2016). It includes dodgy
cement that couldn't seal any leakage hole, value failure where bottom of pipe was needed to be
sealed to the surface, misinterpretation in determining the result of pressure test, absence of gas
alarm, battery for blowout preventer and more. Due to these cascade of mechanical and human
errors, the biggest explosion has caused that impact on nature, water bodies and living beings
more negatively. This would destroy the brand image of BP Oil at international marketplace that
results into losing support of stakeholders and shareholders as well (Fatma and Rahman, 2016).
This 2010 incident of respective company in the Gulf of Mexico has resulted in killing of near
about 11 crew members, about 6,104 birds, 609 sea turtle, 100 dolphins and others which posed
serious health risks to living beings. It would have massive damages to fishing, wildlife habitats,
as well as tourism industries also. British Petroleum has responded to crisis in an ineffective
manner like developing public relations (PR) strategy (Ağan and et. al., 2016). This has focused
more on describing efforts of company for resolving the problem and attempts in order to
compensate the victims (Swoboda, Puchert and Morschett, 2016). To overcome from these
crises, respective company has made a large investment in CSR activities which start from deep
sea to dessert, rigs to retail and deliver products or services in highly safe and efficient manner.
Now, it has concerned more on implementation of future safety measures and monitor every
activities of business, which may cause such a drastic situation. In order to gain sustainability
and bring back the customer loyalty, it is now concerning more on low carbon emission,
expansion of solar presence, delivering value to societies, managing water usage and more
(Gruber, Kaliauer and Schlegelmilch, 2017). However, all these still not aid to reduce negativity
within perception of targeted customers that was happened due to spillage issue. Therefore, Body
Shop Plc is considered as more sustainable who contributes truly best efforts rather than BP Oil
to raise life standard and prevention of ecosystem.
b) Whether CSR activities help in improving the brand image of given companies
32

Through a range of secondary sources which are applied for investigate the relationship
between customer loyalty and brand image, it has been analysed that both companies BP Oil and
Body Shop Plc both contributed in CSR activities for increasing value of their businesses
(Grayson and Hodges, 2017). They have made a large investment for carrying out programs
related to providing welfare to societies and preventing environment from harmful
manufacturing process of industrialisation. In context with Body Shop Plc., this company deals
in cosmetic sector and offer a wide variety of cosmetic items. In order to earn high competitive
advantages, Body Shop Plc has concerned more on conducting ethical practices (Diallo and
Lambey-Checchin, 2017). For this purpose, it has made investment to make improvement in
people life by providing them working hour flexibility, reduce emission of carbon gases and its
footprints from production process, offer eco-friendly or organic products and more. While, BP
Oil has made investment in CSR activities to improve its brand image which has been destroyed
or damaged after oil spillage in the Gulf of Mexico. For this purpose, it has focused on
increasing solar presence, managing water usage, optimum utilisation of natural resources and
more (Arli and et. al., 2017). Therefore, through carrying out these kinds of social welfare
activities, British Petroleum has got opportunity to turn negative image into positive one. This
would also help in earning loyalty of customers and gain support of stakeholders for enhancing
environmental performance of business as well.
c) How CSR activities aid to earn customer loyalty
There is no doubt to say after conducting this research that CSR activities plays main role
in earning customer loyalty, to run business for longer period (Malik and Kanwal, 2018). Today
companies are much aware of the importance of customer engagement with their business. In
this regard, first and foremost social responsibility of any company is to deliver appropriate
value for money and offer high quality of products and services. This can be followed by
performing those acts which demonstrate how a corporation cares about their customers, concern
about welfare of societies, environment, providing value for money to customers (Chomvilailuk
and Butcher, 2016). Along with this, through this research it has also been analysed that
companies which have faced issues in their past related to brand image, then by providing
welfare to societies they can overcome from the same. It is also considered as the best way by
which organisations can earn high loyalty of customers and gain their retention for longer period
of time (Kim and et. al., 2017).
33

4.3 Conclusion
From the overall study, it has been concluded that in order to gain customer loyalty and
build positive image of business, engagement in CSR activities seems to be essential for all
companies. In context with present research, it has been analysed that both companies BP Oil
and Body Shop has made a large contribution in providing welfare to societies and preserving
nature from industrialisation. This would help them in earning loyalty of customers and entire
stakeholders to run business effectively.
34

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Study summary
From current study, it has been summarised that by being environmentally and socially
responsible, corporations can demonstrate about their engagement in ethical practices and how
they provide value for money to their concerned stakeholders and customers as well. By
organising programs for welfare of societies and becoming environmentally friendly, they can
bring awareness among customers about how company is earning sustainability. Through this
process, they can easily get loyalty of targeted audience and retain them for longer period of time
also. As in present research, a study is done on BP Oil and Body Shop Plc, therefore, it has been
evaluated that engagement of both companies in performing CSR activities help in building
strong brand image in respective industries. But due to the biggest issue i.e. spillage of oil in the
Gulf of Mexico due to mismanagement has arise a lot of issues for BP Oil. This would have
damaged its entire image of business and also create problems to earn interest and support of
stakeholders. While in place of this, Body Shop Plc is always concerned on how to run business
ethically and prevent nature from harmful emissions of carbon gas. This would have shown that
Body Shop is contributed more effective support for environmental protection then BP Oil.
5.2 Conclusion
It has been concluded from entire research theory that customer loyalty and trust of them
are what corporations seek to gain for successfully establishment of their brands at a
marketplace. Today, people tend to be loyal for those brands that stick to them for overall right
and positive reasons. Here, anything which puts the corporations and their name of brand in a
positive light is considered as bound to enhance brand equity of them. Social and environmental
responsibility are considered as an initiative of company’s management. But despite of this,
implementation refers to a collective effort where entire operations of company demonstrate
about ethical practices. Involvement of stakeholders, customers and other associated members
aid companies to earn high profitability and keep sustainability of business as well.
5.3 Recommendation
As through this research, it has been analysed that due to spillage of oil, the company named
by BP Oil has faced a lot of problems that impact directly on their brand image negatively.
Therefore, it has been recommended to this company to concern on organising programs for
35

animal protection, fuel efficiencies, become environmental friendly and more. Through this
process, it can improve its brand image and regain the customer loyalty as well, for bringing
profitability in business. Along with this, it also need to reshape its strategies and policies which
were used for running business previously. This would help in bringing efficiencies of business
and improve operational activities also to run corporation ethically.
36

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APPENDIX
QUESTIONNAIRE
1.) Are you aware with the concept of corporate social responsibility? Frequency
 Yes 35
 No 5
2.) Do you think CSR activities help British Petroleum Corporations in
earning a long-term growth of company
Frequency
 Yes 28
 No 12
3.) Are you agree with the concept that if BP Oil do not deal with CSR
related challenges than it will damage its image?
Frequency
 Yes 25
 No 15
4.) What will be the major CSR issues faced by BP Oil Corporation that
threaten its long-term growth in international marketplace?
Frequency
 Increasing emission of smoke 15
 5% more water usage 12
 Increase of wastage 13
5.) Which is the most CSR activities run by BP Oil to gain sustainability in
business?
Frequency
 Reducing emission in operation till 2025 12
 Managing water use 9
 Expanding its solar presence 10
 Delivering value to society 9
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6.) Do you think delivering value of business to develop societies aid BP Oil
in earning its customer loyalty?
Frequency
 Yes 30
 No 10
7.) Are you agree with the concept that companies that make investment in
CSR activities enjoys higher level of market share?
Frequency
 Yes 32
 No 8
8.) Which area need to be concerned more by Body Shop Plc while investing
in CSR activities?
Frequency
 Fair trade practices 13
 Reducing environmental impact 14
 Enrich the biodiversity of local communities 13
9.) Among three categorised targets, which one leads Body Shop in
maintaining its position as “a leader in ethical business' at international level?
Frequency
 Enrich People 12
 Enrich Planet 15
 Enrich Product 13
10.) Do you think running programs like Environmental Protection, Animal
Protection and other, aid Body Shop in building a strong brand image?
Frequency
 Yes 32
 No 8
11.) According to you what categorize the components of CSR policy? Frequency
 Philanthropic efforts 8
 Environmental efforts for sustainability 7
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 Fair and ethical labour Practices 7
 Volunteering 8
12.) Provide recommendation to British Petroleum Corporation and Body
Shop in earning their customer loyalty...
43