Sainsbury's Case Study: CSR, Marketing, Profitability & Sustainability

This case study investigates the impact of Corporate Social Responsibility (CSR) initiatives on Sainsbury's marketing strategies, profitability, and financial sustainability. It utilizes both quantitative and qualitative analysis based on customer surveys and manager interviews. The quantitative analysis reveals customer perceptions regarding Sainsbury's ethical behavior, CSR activities like employee recruitment from backward communities, and satisfaction levels with services. It also explores customer opinions on globalization as a CSR activity and the perceived link between CSR and financial performance. The qualitative analysis highlights the CSR activities implemented by Sainsbury's, such as reducing harmful gas emissions and recruiting from backward communities, as well as future CSR strategies like globalization and waste management. Recommendations include engaging in fair trade, involving employees in CSR activities, rewarding voluntary CSR efforts, and integrating the marketing department into CSR initiatives to enhance customer communication and satisfaction. The study concludes that effective CSR implementation is crucial for Sainsbury's to improve brand image, customer loyalty, and long-term financial sustainability.

THE IMPACT OF CSR ON
MARKETING WITHIN AN
ORGANISATION TO PROMOTE
PROFITABILITY AND FINANCIAL
SUSTAINABILITY: A CASE STUDY
BASED ON SAINSBURY

QUANTITATIVE
ANALYSIS
1. How often do you visit Sainsbury?
Options Number of responses Total number of
responses
Response %
Very rarely 4 50 8%
Rarely 3 50 6%
Occasionally 8 50 16%
Frequently 20 50 40%
Very frequently 15 50 30%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it could be observed that most of the
customers visit the stores of Sainsbury frequently, which means the
products and services provided by the organisation are good. Thus
most of the customers are attracted to its products and as a result
customer loyalty increases. Only a very few customers visit the
store rarely and do not like the products much. Therefore, it could
be said that the organisation needs to develop strategies to attract
more and customers to the stores.

QUANTITATIVE
ANALYSIS
2. Does Sainsbury follow ethical
behaviour?
Options Number of responses Total number of
responses
Response %
Yes 35 50 70%
No 15 50 30%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that according to
most of the customers, Sainsbury follows ethical behaviour in
their organisational activities. On the other hand, few of the
customers believe that sainsbury has not been following the
ethical behaviour in its organisational activities. Therefore, it
could be said that the organisation needs to develop possible
strategies that would ensure that the organisation has been
following ethical behaviour.

QUANTITATIVE
ANALYSIS
3. What are the CSR activities
adopted by Sainsbury?
Options Number of responses Total number of
responses
Response %
Maintains emission
of harmful gases
15 50 30%
Recruits employees
from backward
community
25 50 50%
Uses optimal amount
of resources
10 50 20%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that according to most
customers Sainsbury has adopted the recruitment of employees
belonging to backward community as their CSR activities. Another
group of people shared their view that the organisation has been
maintaining and trying to reduce the emission of harmful gases
during the productional activities. This is another CSR activity
adopted by Sainsbury. Moreover, another range of customers have
considered as the optimal use of resources within the organisation in
their production activities as another effective CSR activity.

QUANTITATIVE
ANALYSIS
4. Are you satisfied with the
services provided by sainsbury?
Options Number of responses Total number of
responses
Response %
Yes 40 50 80%
No 10 50 20%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that the satisfaction rate
of the customers regarding the quality of products and services
provided by Sainsbury is very high. Most of the customers are
satisfied from the products and services offered by Sainsbury. Only a
few of the customer are not satisfied from the services and products
of the organisation. Therefore, it could be said that the organisation
needs to improve their product quality and develop other strategies to
increase the customer satisfaction rate.

QUANTITATIVE
ANALYSIS
5. Do you agree that Sainsbury
should adopt globalising as its CSR
activity?
Options Number of responses Total number of
responses
Response %
Strongly Agree 20 50 40%
Agree 15 50 30%
Neutral 9 50 18%
Disagree 4 50 8%
Strongly Disagree 2 50 4%

QUANTITATIVE ANALYSIS
Analysis:
From the above graph, it has been observed that most of the
customers of Sainsbury's agree that the organisation should adopt
globalisation as one of its CSR activities. Some customers does
not agree with the fact that globalisation should be adopted by the
organisation. Adopting globalisation would help the organisation
to increase its profitability as well as financial sustainability.
Through this activities, the organisation would be able to expand
its business worldwide and hence increase profitability.

QUANTITATIVE
ANALYSIS
6. Do you agree that CSR activities of
Sainsbury have been promoting
profitability as well as financial
sustainability?
Options Number of responses Total number of
responses
Response %
Strongly Agree 15 50 30%
Agree 25 50 50%
Neutral 10 50 20%
Disagree 6 50 12%
Strongly Disagree 4 50 8%