Primark: Ethical Consumerism and Business Practices Report

This report provides an in-depth analysis of Primark's ethical consumerism practices. It begins with an introduction to ethical consumerism and its importance for businesses, followed by a review of Primark's approach to ethical dimensions such as health and safety, information provision, and customer satisfaction. The report includes the results of a survey conducted among students at GSM London, exploring their purchasing behavior and perceptions of Primark's ethical considerations. The findings reveal that while Primark is generally seen as considering ethical aspects, there are areas for improvement, particularly regarding advertising accuracy. The report concludes with recommendations for Primark to enhance its ethical standing, emphasizing transparency, strong ethical leadership, community engagement, and consistent adherence to moral standards in all aspects of the business.

STUDY SKILLS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Ethical Consumerism ......................................................................................................................2
Company Review.............................................................................................................................3
Opinion Survey ...............................................................................................................................4
Conclusion.......................................................................................................................................6
Recommendations ...........................................................................................................................6
REFERENCES ...............................................................................................................................8
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INTRODUCTION
Main aim of any organization is to gain higher profits. This is possible when firm
understands their customers’ needs and requirements. Accordingly, services are provided so that
company will be able to satisfy their target market. In this context, there are different set of
responsibilities which have to be considered by the firm towards consumers and employees with
the help of which positive perception can be developed in their minds that will help in attaining
organizational goals and objectives (Jones, Temperley and Lima, 2011). Business operations are
affected because of stakeholders and it is important for the firms to focus on services which are
provided to them.
It is essential to make ethical decisions which includes contracting decisions, hiring,
maintaining quality and quantity standards, etc. In accordance with employees, it is essential to
administer employee’s behaviour in order to fit with the law and to develop social
responsibilities. On the other hand, ethical responsibilities are important towards customers as it
helps in developing positive perception among service users. Present report is about Primark
which is an Irish clothing retailer. Cited firm aims at providing their customers with high quality
services that will help them to achieve their organizational goals and objectives (Primark, 2016).
This report covers ethical consumerism and arguments towards the reasons because of which it is
important for organization to develop strategies.
ETHICAL CONSUMERISM
Ethical consumerism can be determined as a type of consumer activism which is based
over the concept of dollar voting. This is mainly practised through positive buying. In other
words, it can be defined as those products which are produced ethically or products which are
not harmful to society and environment (Jones, Temperley and Lima, 2011). It is the ethical
responsibility that organization should develop their product in a principled way. There are
different types of products which fall under ethical category. In this context, it includes
electricity from renewable energy, fair trade goods, organic produce, wood products, etc.
Principles of ethics can be termed as values that are used for the purpose of governing business
decisions and activities. These are the set of principles which guide the firm in making decision,
policies and programs for the business (Dach and Allmendinger, 2014). There are various types
of ethical consideration towards employees, customers, environment, etc. which have to be
followed by the organization. In accordance with the employees, it is important that firm
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provides workers with a healthy and positive working environment in which they will be able to
work effectively and efficiently. Further, it is essential for organization to provide them with all
necessary tools that will enable the employees to work freely. In other words, workers should
feel safe and secure at their workplace.
On the other hand, from customer’s perspective, it is important for the firm to make sure
that they develop trust and confidence in customer’s mind and this is only possible with the help
of effective advertisement. Entire information which is provided in the advertisement should be
correct (Can der Pijl, 2015). Further, all materials which are used for developing a product
should not be harmful and it may not give negative impact over the health of customers.
There are different products which fall under the ethical category. In this context, it
includes products like candy, fair trade goods, wood products, etc. Further, there are certain
responsibilities towards society. With this respect, it is important for the organization to make
sure that the products and services which are developed by the firm do not affect the
surroundings or environment. Firm has responsibility to support public interest (Number, 2014).
This is helpful to develop positive impact over customer’s mind and it enables the firm to
achieve their organizational goals and objectives. Moreover, company gets highly benefited if
they follow ethical consumerism as it makes the organization able to make sure that they are
moving on correct direction with the help of which objectives can be achieved.
COMPANY REVIEW
As stated above, Primark deals with clothing. The present business has been emphasizing
on diverse ethical dimensions (Primmark, 2016). These ethics are helpful to make sure they can
attract customers and set targets will be achieved within stipulated time period. In this context,
few of them are stated as follows:
Health and safety: All products which are provided by the cited firm are safe. Primark
ensures that the quality of product is high and then they are provided to customers. Service users
are those people through which firm can analyse if they are gaining profit or facing losses
(Talbot, 2014). As stated above, main aim of organization is to gain maximum profit and this is
possible when they will be able to provide services with high quality and at the time when
customers need it.
Adequate information: It is important that the organization provides their customers with
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complete information related to work. In this context, it is also essential to make sure that firm is
using all the tools to provide proper information to the service users. With this respect, Primark
provides proper services to the target market and ensures that the information is being conveyed
to audience in an effective manner. In this way, firm follows the ethics within organization.
Reliable source of information: There are different set of tools which are used by the
firm to make sure that complete information related to products and services that is provided by
the firm is properly conveyed to them with the use of proper sources. In this respect, cited firm
uses sources like internet and television. In this context, firm provides complete information to
customers on company’s website. This enables to clarify all doubts which arise in customer’s
mind (Hopkins, 2013). Thus, firm will be able to develop a positive image in the minds of
service users and in developing trust and confidence.
Standing by services and product: There are cases in which customers do not get
satisfied with the services that are provided by the organization. It is important for the firm to
make sure that in prospect of ethics, firm should make sure that the standards which it wants to
focus should be achievable. In this way, organization will be able to implement ethics inside the
firm (Siegle, 2013). Thus, Primark has to make sure that they stand by the promises which they
make to customers. This enables them to achieve their set organizational goals and objectives.
Satisfaction to customers: The role of firm is just not to satisfy customers, however, it
also includes all the process starting from purchase of products, till it is consumed by the users. It
is the responsibility of firm to ensure that the customers are satisfied. Hence, for this purpose,
Primark is making efforts to content the customers on higher extent.
OPINION SURVEY
Survey has been conducted from 15 students of GSM London for the purpose of
identifying what influences consumer buying behaviour. Thus, with the help of primary research,
data will be evaluated regarding the aspects that influence customer behaviour.
Questionnaire
Q1. How often do you buy products from Primark?
 Once in a month
 Once in every six months
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 Once in a year
Q2. Do you think that Primark is considering ethical aspects while selling goods and services?
 Yes
 No
 Sometimes
Q3. Do you think that Primark considers all quality standards while delivering goods and
services to the customers?
 Yes
 No
 Sometimes
Q4. Do you think that internet, television and social media are optimum sources of promoting
company's products and services?
 Yes
 No Sometimes
Analysis
 At the time of asking about frequency of purchase, 10 students said that once in every six
months, they purchase products from Primark. However, 2 students said that they
purchase products once in every month and remaining 3 contended that once in a year
they purchase products from Primark. Company is considering ethical aspects while
selling the products and services and 8 students agreed for the same. On the other hand, 5
students said that sometimes, business considers ethical aspects. They further added that
due to difference in advertisement and actual products, they get confused. Remaining 2
said that Primark does not consider ethical aspects while selling goods and services. Firm
is highly considered towards quality standards especially at the time of delivering goods
and services and this has been stated by 11 students. On the contrary, 2 said that
sometimes, quality standards are maintained and in some cases, it is not so. However,
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remaining 2 said that no quality standards are maintained in service delivery processes.
 In contemporary scenario, it is not possible for the organizations to emphasize on
traditional modes of advertisement. Hence, all entities focus on social media, television
and internet. In this regard, 12 students said that these sources are relevant and authentic
and they get information from such sources only. However, 1 student said that the sources
are not authentic and remaining 2 said that sometimes such sources work optimally.
CONCLUSION
Summing up the entire study, it can be said that Primark is considering ethical dimensions
on higher extent which also encourages the consumers to buy the products in higher extent. On
the basis of secondary research, it is clear that ethical dimensions helps Primark to develop
loyalty among the consumers and as a result they can be retained for longer time span. However,
on the basis of primary research, it has been identified that consumers have experienced a few
problems in advertisements as sometimes they get different products which is not shown in the
advertisement. Apart from this, Primark is not only emphasizing on achieving the aims and
objectives; but also the business is much concerned about quality aspects in the products and
services.
RECOMMENDATIONS
Primark can become more ethical through maintaining the aspects of transparency in
business practices so that employees can also make themselves aware about organizational work
processes. Further, the business should lead in an ethical way and leaders as well as managers
should create a strong ethical and moral foundation in business practices. It is crucial for
business to give back to the community so as to fulfil the social responsibilities. Primark should
stick with the honest policies and standards so that employees as well as customers can be
retained. At the same time, it is also crucial for business to promote the products through right
sources and proper mediums among consumers.
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REFERENCES
Can der Pijl, A., 2015 Crisis communication between corporation, the news media and public:
the case of Primark.
Dach, L. and Allmendinger, K., 2014. Sustainability in Corporate Communications and its
Influence on Consumer Awareness and Perceptions: A study of H&M and
Primark. Procedia-Social and Behavioral Sciences. 130. pp.409-418.
Hopkins, K., 2013. Child labour: Primark caught out.
Jones, B., Temperley, J. and Lima, A., 2011. Corporate reputation in the era of Web 2.0: the case
of Primark. Journal of Marketing Management. 25(9-10). pp.927-939.
Neville, S., 2013. Primark sales rise 20% despite Bangladesh factory disaster backlash. The
Guardian.
Number, S. I., 2014. Business Ethics: Case study of Primark.
Primmark: About Us. 2016. [Online]. Available through: <https://www.primark.com>.
[Accessed on 8th August 2016].
Siegle, L., 2013. Primark: How ethical are your clothes. The Guardian.
Talbot, L. E., 2014. Operationalizing Sustainability in Company Law Reform Through a Labour-
Centred Approach: A UK Perspective. European Company Law. 11(2).
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