Consumer Behaviour Report: Ethical Marketing and CSR for Cruises

This report provides an in-depth analysis of consumer behaviour, focusing on the marketing strategies and Corporate Social Responsibility (CSR) initiatives of Royal Caribbean Cruise Lines. It explores the importance of marketing ethics, including fair pricing, product safety, and ethical promotion, in building brand reputation and consumer loyalty. The report examines the company's CSR efforts, such as emission reduction, sustainable resource management, and community development, highlighting their impact on consumers and the brand. It emphasizes the significance of avoiding deceptive marketing tactics and promoting ethical business practices to enhance consumer satisfaction and maintain a positive brand image. The report concludes that Royal Caribbean's ethical marketing strategy and CSR initiatives have a positive impact on its customers, employees, and the environment, contributing to its overall success. The report references various academic sources and company reports to support its findings.

RUNNING HEAD: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student:
Name of the University:
Author’s Note:

1CONSUMER BEHAVIOUR
Marketing ethics:
The manager of a business organisation has the responsibility to follow societal and
professional standards of right and fair practices while preparing the strategy and implementing
the marketing strategy of business organisation. To enhance brand reputation, the manager of a
business organisation has the responsibility to maintain consumerism (Murray, 2017). To
maintain consumerism, the manager has to ensure that each and every function of the company
work together to fulfil the needs of the consumers. For the long term benefits of the company,
the manager has to follow consumer satisfying entity and total value concept instead of a goods-
producing entity (Murray, 2017). While implementing the marketing mix to develop the
marketing strategy the senior executive of a company has to follow business ethics as it will help
the company to satisfy the needs of the consumer. Fair pricing policy must be followed to create
brand loyalty (Quelch & Rodriguez, 2014). Whether the product is harmful to the consumers or
not is an important issue. Product portion of the marketing mix is explained by Philip Kotler as
deficient products, salutary products, pleasing products, and desirable products (Murray, 2017).
Promotion and place elements of the marketing mix must be developed by following business
ethics. The reputation of the business organisation can be affected by consumer vulnerability,
product harmfulness, and employee behaviour. As the Royal Caribbean Cruise Lines company
has to improve employee behaviour (Rclcorporate.com, 2019). The marketing strategy of this
company must be developed by following business ethics. Fair pricing policy, the best quality
service, appropriate promotion, place, and improved employee behaviour can help this company
to enhance its brand reputation (De Mooij, 2019). By providing the best experience in the cruise
this company can attract potential customers. Fairness, integrity, honesty, and trustworthiness are

2CONSUMER BEHAVIOUR
the core values of this organisation which are reflected in its marketing strategy
(Royalcaribbeanblog.com, 2019).
CSR:
To manage the pressure of consumers groups, business organisation are becoming
socially responsible. CSR initiatives of business organisation can be categorised in three parts.
The first part is ethical duties which endorse the business organisation to maintain the ethical
boundaries. The second part is altruistic duties which endorse philanthropic activities through
which a business organisation support the community (Murray, 2017). The third part is strategic
initiatives to engage in socially responsible initiatives to enhance the value of the company. By
following the societal marketing concept the executive team of a firm can improve its CSR
initiatives (Murray, 2017). The management team of a business organisation has to fulfil both the
needs of society and consumers. There are several laws and regulations to protect the privacy and
right of consumers. Through its CSR initiatives, the Royal Caribbean Cruise Lines fulfils its
responsibility for society, community and consumers. To reduce its environmental footprints this
company has focused on three core areas which are emissions reduction, sustainable resources
and destination stewardship. The aim of this company was to curtail its emission by thirty-five
per cent by 2020 (Rclcorporate.com, 2019). This company is following the zero waste policy by
allowing more sustainable and humane products and prohibiting the use of plastic. The core
business of this company depends on the environment that is the reason this company has the
responsibility to maintain the beauty of the environment as much as possible. Apart from these
initiatives, this company takes several initiatives to increase the brand reputation of the company.
For the community development purpose, this company endorse excellence education, climate
action, appropriate work and financial development, gender equality, responsible consumption

3CONSUMER BEHAVIOUR
and production, affordable and clean energy, clean water and sanitation, sustainable cities and
communities, life on land, life below water, sustainable cities and communities, curtail
inequalities, peace, justice and institutions, partnerships for the goals, innovation and
improvement of the infrastructure (Sustainability.rclcorporate.com, 2020).
Impact of CSR and Marketing on the customers and brand:
The impact of ethical marketing strategy and CSR initiative can create a positive impact
on the consumers. However, the management team of the Royal Caribbean Cruise Lines should
avoid deceptive advertising, planned obsolescence, manipulative marketing sales tactics, and
stealth marketing (Murray, 2017). To enhance the brand reputation, consumer satisfaction the
management team of this company has developed several CSR initiatives and marketing plan.
For the waste management and develop the company-wide philosophy of social responsibility
and practices, this company continue its Save the Waves initiative (Rclcorporate.com, 2019). To
provide financial support, ocean conservation and research, this company partnered with the
World Wildlife Fund, the University of Miami’s Rosenstiel School of Marine and Atmospheric
Science (Rclcorporate.com, 2019). It can be said that this company is successful to represent its
business activities, service, which strictly follow the ethical business, to its customer.
Conclusion:
This report can be concluded in this way that the marketing strategy of this company is
ethical. The management team of this company is interested to reduce its emissions and adverse
impact on the environment. Employees of this company, people from the host community, and
its customers are getting benefits from this company through its CSR initiatives. This company is
successful to create a positive impact on the brand and its potential customers.

4CONSUMER BEHAVIOUR
References:
De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Murray, B. (2017). Consumer behaviour [Ebook] (2nd ed.). Nelson Education. Retrieved from
https://www.filehosting.org/file/details/845725/CB%20Consumer%20Behaviour,%20HOSP
%20311.pdf
Quelch, J. A., & Rodriguez, M. L. (2014). Royal Caribbean Cruises Ltd.: Safety, Environment,
and Health.
Rclcorporate.com. (2019). Code of Business Conduct and Ethics. Retrieved 25 February 2020,
from https://www.rclcorporate.com/wp-content/uploads/GCE-Code-of-Business-Conduct-2018.pdf
Rclcorporate.com. (2019). Royal Caribbean Cruises Ltd. | Environment. Retrieved 1 March
2020, from https://www.rclcorporate.com/environment/
Royalcaribbeanblog.com. (2019). Marketing | Royal Caribbean Blog. Retrieved 25 February
2020, from https://www.royalcaribbeanblog.com/category/category/marketing
Sustainability.rclcorporate.com. (2020). Seastainability | Royal Caribbean Cruises Ltd. Retrieved
25 February 2020, from http://sustainability.rclcorporate.com/