Ethical Marketing

PRIME research: 01734449991
A study of the impact of ethical marketing

practices for gaining competitive advantagesa case study of Waitrose UK.
ABSTRACT
There is cutthroat competition in the retailing industry,Getting competitive advantage
is getting very difficult and challenging for sustainable growth of any business. The
major aim of this research paper is to investigate the impact of ethical marketing on
competitive advantages for Waitrose, UK. Ethical marketing is performed by many
companies but how much this is contributing to the company in form competitive
advantages remained as key question.
As I have gone through the related research papers and articles, I have found that
Ethical marketing is the process of making marketing decision by using morality and
ethics to gain sustainable market position by thinking broader perspective rather
narrowly individual perspective. For ethical marketing, an organisation should focus
on different aspects. On the other hand, competitive advantages are the positions and
opportunities which will keep one organisation ahead of its rival organisations in
terms of products, offers, market shares or anything.
To understand about how important it is to practice ethical marketing in the

organization, I have done a quantitative study. Null hypothesis and alternative
hypothesis have been constructed. And data from the quantitative survey have been
analysed.
From the study it has been evident thatWaitrose follows a mix of tools as part of its
ethical marketing strategy. There are few options available for ethical marketing to
Waitrose which can lead Waitrose to sustainable competitive advantage. On the other
hand the study has also revealed that when the marketing professionals of Waitrose
practice good ethical activities the ethical practice of the marketing professional
influences the customers positively. Also, a positive correlation is found in Waitroses
different program under its ethical marketing wing. It got the market recognition and
the customers perception has been changed positively toward the company.
However, as found out from the survey result, some customers strongly disagree and
some just remained neutral that ethical marketing is being performed properly in
Waitrose.

i.
Table of Contents
ABSTRACT .......................................................................................................................................... 2
Chapter 1: Introduction ................................................................................................................. 6
1.1
Background of the research ....................................................................................... 6
1.2
Rationale of the research............................................................................................. 7
1.3
Aims of the research ...................................................................................................... 9
1.4
Objectives of the research:.......................................................................................... 9
1.5
Research questions:....................................................................................................... 9
1.6
Research hypothesis .................................................................................................. 10
Chapter 2:Literature review ..................................................................................................... 10

2.1 The concept of Ethical marketing ............................................................................... 10
2.2 Different ways of ethical marketing .......................................................................... 12
2.2.1 General standards of truth: .................................................................................. 12
2.2.2 Developing ethical values of marketing professionals: ............................. 12
2.2.3 Advertising and promotion: ................................................................................. 13
2.2.4 Consumers centricity in ethical marketing practice:.................................. 13
2.3Competitive advantage .................................................................................................... 14
2.4
Relationship between ethical marketing and competitive advantage ... 14
2.5
Conceptual framework .............................................................................................. 22
Chapter 3: Methodology of the research.............................................................................. 25

3.1
Philosophy of the research ...................................................................................... 25
3.2Approach of the research ................................................................................................ 25

3.3
Research Strategy: ...................................................................................................... 26
3.4
Type of the investigation/Design .......................................................................... 27
3.5
Data collection methods .............................................................................................. 28
3.6
Sampling method ......................................................................................................... 28
3.7
Data analysis ................................................................................................................. 29
3.8
Ethical issues ................................................................................................................. 30
3.9
Accessibility issues ..................................................................................................... 30
3.10 Limitations ..................................................................................................................... 31

3.11 Anticipated findings ................................................................................................... 32
Chapter4: Result and Discussion ............................................................................................ 32
4.1 Result ..................................................................................................................................... 32
4.1.1 Demographic variables .......................................................................................... 32
4.1.2 Cronbachs Alpha .................................................................................................... 34
4.1.3 Green Marketing (GM) ......................................................................................... 35
3

4.1.4 Development of code of ethics (DCE) ............................................................. 37
4.1.5 Ethical value of marketing profession (EVMP) ............................................ 38
4.1.6 Comply with regulation and standards (CRS) .............................................. 41
4.1.7 Right and true information in Promotion (RTIP) .............................................. 43
4.1.8 Corrective Advertising .............................................................................................. 44
4.1.9 Positive Effects on the Consumers (PEC) ........................................................... 45
4.1.10 Competitive Advantage ....................................................................................... 46
4.1.11 Correlation Analysis ............................................................................................. 48
4.1.12 Regression Analysis .............................................................................................. 49
4.2 Discussion ................................................................................................................................. 52
4.2.1 Setting general standards of truth .......................................................................... 52
4.2.2 Development of ethical values in marketing professionals .......................... 53
4.2.3 Advertising and promotion ethically ..................................................................... 54
4.2.4 Ethical manufacturing and endorsement of products .................................... 55
4.2.5 Ethical practice with Customers.............................................................................. 56
4.2.6 Competitive advantage ............................................................................................... 56
Chapter 5: Conclusion and Recommendations ...................................................................... 57
References ....................................................................................................................................... 60
Appendix A ..................................................................................................................................... 64
Appendix B...................................................................................................................................... 69
ii.
LIST OF FIGURES
Figure 1: GM (Question one) .................................................................................................... 36

Figure 2: GM (Question Two) ................................................................................................... 36
Figure 3: GM (Question Three) ................................................................................................ 37
Figure 4: Development of code of ethics (DCE) ................................................................ 38
Figure 5: EVMP (Question One) .............................................................................................. 40
Figure 6: EVMP (Question Two) ............................................................................................. 40
Figure 7: EVMP (Question Three) .......................................................................................... 41
Figure 8: Comply with regulation and standards (CRS) ................................................ 42
Figure 9: Right and true information in Promotion (RTIP).......................................... 44
Figure 10: Corrective Advertising .......................................................................................... 45
Figure 11: Positive Effects on the Consumers (PEC) ...................................................... 46
Figure 12: Competitive Advantage (Question One)......................................................... 47
Figure 13: Competitive Advantage (Question Two) ........................................................ 48
Figure 14: Competitive Advantage (Question Three)..................................................... 48

iii.
LIST OF TABLES
Table 1: Demographic variables ............................................................................................. 33

Table 2: Cronbachs Alpha........................................................................................................ 34
Table 3: Ethical Marketing Strategies (EMS) ..................................................................... 35
Table 4: Development of code of ethics (DCE) .................................................................. 37
Table 5: Ethical value of marketing profession (EVMP) ................................................ 39
Table 6: Comply with regulation and standards (CRS) .................................................. 42
Table 7: Right and true information in Promotion (RTIP) ........................................... 43
Table 8: Corrective Advertising............................................................................................... 44
Table 9: Positive Effects on the Consumers (PEC) ........................................................... 45
Table 10: Competitive Advantage .......................................................................................... 47
Table 11: Correlation Analysis ................................................................................................ 49
Table 12: Model Summary for Positive Effects on the consumers ............................ 50
Table 13: Coefficients for Positive effects on the consumers ...................................... 50
Table 14: Model summary for Competitive advantage .................................................. 51
Table 15: Coefficients for Competitive advantage ........................................................... 51
Chapter 1: Introduction
1.1 Background of the research
In this modern day of business, building customer equity through building brands is
the key. But for building brands it is imperative to gain sustainability, which can
come from different practice. Ethical marketing practice is one of the area from where
competitive advantage can come through. In the long run it helps the firm to survive
in the world of extreme competition.
In ethical marketing there are no hard and fast rules, but a general set of guidelines to
assist companies as they evaluate new marketing strategies. (Anderson and
Kerr,2002). When done in a thoughtful way, ethical marketing can be an economical
and effective form of advertising. Similarly, unethical advertising doesn't guarantee
higher sales or lower advertising costs.Some companies operate according to lofty
personal principles. For these companies, advertising in an ethical way is a natural
and necessary extension of their corporate character. In this era of competitive retail
business world companies that are known for treating workers fairly, sourcing
sustainable materials, environmental stewardship, and charitable donation have to
reflect these principles in their marketing effort(Kurtz, 2010). Waitrose UK has been
taken as the sample organisation to conduct the research on impact of ethical
marketing practices for gaining competitive advantages. Waitrose is a UK origin
exclusive supermarket chain offering quality grocery products and other essential
commodities across the UK. Waitrose is a subsidiary company of John Lewis and
John Lewis acquired the Waitrose in 1937(waitrose.com, 2014).
They set their guideline of their ethical marketing practice and set standards for their
competitors. Ethical marketing helps the firm to gain the trust of their customers.
Trust is the key to build brand. The customers can take easily products from the
Waitrose. The consumers do not have to worry about the quality of the products and
the price associated with it. As they are performing the ethical marketing they will not
any unethical activities with their customers. Consumer buying decision is much
dependent on the marketing communication. By the ethical marketing activities
Waitrose will be able to gain the faith and confidence of their customers (Anderson

and Kerr,2002). Moreover the societies over all development will be possible by the
ethical marketing. In the ethical marketing activities it will be defined what is right
and what is wrong. Any communication that easily guile the customers will not be
preferred and most importantly it will be avoided by the company. All this help the
company to supersede their competitors and gain a competitive advantage. Moreover
in the ethical marketing the firm will not claim anything that they cannot serve to their
customers. They do not try to dupe their customers. So more and more customers will
join the company for their purchase and also the share of the customers and the mind
of the customers will increase eventually. Many companies involve themselves in the
gullible practices and the customers are fool of it. But these are not expected and
moreover the gullible practice is also disclosed with the help of the technology to the
customers in the time. So those companies who practicing the ethical marketing
practise in their marketing activities those are getting advancement in the competitive
advantage. And building more brand equity while serving customers in a better way.
These companies are not concerning about their higher profit rather they are
concerning about their ethical standards and the customers satisfaction and customer
loyalty. With the advancement of the technology the business can have access to
much information of the customers which they can use for the benefits of the
customers and irony of the fact is that these information and access can be harmful to
the customers. So to maintain the market position in the market place many
companies are involving themselves in many unethical and illegal practices which
disrupt the rights of the customers.
Therefore, this study has been conducted to understand the criticality of ethical
marketing practice for gaining competitive advantage for a firm.
1.2 Rationale of the research

The success of retail business mainly depends on how much influence they can create
on consumers mind as it is the main tool of gaining competitive advantages (Lars,
2008). Consumers value ethical marketing so highly that they are willing to pay more
for products and services from socially responsible companies. In addition, by
conveying important information about how products have been manufactured in a
socially or environmentally responsible manner, companies may increase market
share relative to competitors that are poor corporate citizens (Hopkins, 1999). So it
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became a vital issue to find out whether the ethical marketing practise helps retail
organisation like Waitrose to gain competitive advantage over its rivals.For retail
organisation like Waitrose, ethical marketing will be little more than an opportunity to
boost their credibility (Kurtz, 2010). As customers are concerned about the
organisations responsibility and ethics now days, it is very important to know about
the how these ethical marketing policies are helping organisations like Waitrose to
gain competitive advantages. So now a days it became very important to find out how
the ethical marketing helping organisation like Waitrose to gain competitive
advantages and what are the consumers thinking about the ethical marketing practice
of Waitrose.
This research will shed light on various ethical marketing strategies of Waitrose. This
research will help retailer like Waitrose to find out the best approach to gain
competitive advantages by using their Ethical marketing practice.
The competitive advantage is very prominent factor for the organization (Anderson
and Kerr ,2002). By the competitive advantage the company can achieve the points of
parity and points of difference which help the company in building their brand equity.
Itwill help Waitrose to reflect ethics in all parts of their organization culture and thus
can convey a good feeling of ethics to its stakeholders. That is why this research has
been taken into consideration.
Ethical marketing practices for gaining the competitive advantage in the market place
over the competitors over the Waitrose in the UK is the main issue of the research.
The research is all about the competitive advantage that gave by the Waitrose by the
practice of the main concern and the study is based on these competitive advantage
and ethical marketing related issues.
Now the business world is very competitive. That is why this issuehave been chosen.
This issue would be very benefit for the company that is why this issue is the matter
of concern. The thing about the customer regarding the ethical practices of the
company, the perception of the ethics to the customers can lead the Waitrose to design
their marketing communication in the near future. Thus they can easily fulfil the need
and demand of the customers and they can earn the trust of the customers. So the
purchase of the customer is eventually increase and the company can earn profits that
8

they can use for their future growth to be the market leader in the market of the UK.
Also this not the ending the company can get the customers loyalty which made them
to create a stable position in the market.
So, the key need for doing this research is understanding how ethical marketing
practices can be leveraged to gain long term competitive advantage for a retail
business. The retail area is chosen as the level of competition is huge in that sector.
And finding a blank space where an organization can fit its core strength is very
critical for the overall business growth of that firm.
1.3 Aims of the research

The aim of the research is to analyse impact of ethical marketing practices for gaining
competitive advantages for Waitrose UK.
1.4 Objectives of the research:

The main objectives of the research are given below:
O To study the components and dimensions of ethical marketing.

O To examine various dimensions and aspects that should be considered in
establishing competitive advantage.
O To assess the role of various components of ethical marketing in creating
competitive advantage in the context of UK retail industry.
O To recommend improvements required for the companys current ethical marketing
approach to improve competitive advantage.
1.5 Research questions:

The research questions are mentioned below:
What are the key dimensions of ethical marketing strategies?(of Waitrose in

UK)
What are the major components of ethical marketing practices?
How customer equity, trust and loyalty is related and relevant to ethical
marketing?
What are the major components of ethical marketing related to retail industry
in UK?
How ethical marketing practices are related to gain sustainable competitive

advantage for a retailing firm?
9
What is the current/general practices related to ethical marketing?
What are the key functions where the companies (mainly in retailing industry)
need improvement to make the practice better?
1.6 Research hypothesis

H0 = the practice of ethical marketing in a company help build sustainable
competitive advantage.
H1 the practice of ethical marketing in a company doesnt help build
competitive advantage.
Chapter 2:Literature review

There are a good number of researches that has been done in this field of ethical
marketing and competitive advantage. There are differences in opinions and
frameworks that has been used in each of the research. However, there are some
similarities among the variables which are studied in relation to this field.
The dynamics of marketing is not all same as it was ten years back. Everyday there
are thousands of brands and new products are getting launched in different parts of
the world (Chatzidakis, 2014). The day after the launched it is getting commoditized.
Therefore finding a competitive advantage over the other products, brands or services
is tougher than any time before. The reasons behind these are many fold. According
to Bodkin and Stevenson, 2006The ethical marketing for the company is helpful for
the overall development and success. That is why this research has been taken into
consideration(Bartels, 2007).
2.1 The concept of Ethical marketing

The transparency, honesty and community sensitivity has been the key focus area of
ethical marketing. The reason is, there are huge debate about the marketing budget
and spending around the world. So, it is obvious, highlighting the importance of
ethics while executing a communication will get highest priority in any marketing
context.
10

Ethical marketing refers the process of making marketing decision by using morality
and ethics to gain sustainable market position by thinking broader perspective rather
narrowly individual perspective(Brennan, 1991). Ethical marketing helps to promote
honesty, integrity, frankness, fairness and responsibility among the activities of the
organisation and among the employees(Brennan, 1993). It refers (Budner, 2004) the
general standard of truth of all the activities of the organisation and for the employees
to deal with their jobs and responsibilities.Wentworth (2011) mentioned that sincerity,
honesty, fairness and truthiness are the key elements of ethical marketing which
should be blend with ethics, logic, morality and mutual respect for market
participants. Tatic(2014) indicated that organisation should comply and strictly follow
all the rules, regulations, laws and specific standards which are also part of
implementing ethical marketing that can help to gain competitive advantages.
The ethical marketing is very important in the business field to gain the competitive
advantage. Over all ethical marketing deals with what is right and what is wrong. So
the thing is clear to the marketer that the ethical marketing deals with the activities
which are very right for the customers and the society in the long run(Thompson,
Strickland and Gamble, 2008). Any activity that is done for the persuasion of the
customers and to evoke the customers is very wrong for the company. So these
activities are strictly prohibited in the ethical marketing. The company can claim on
those features and attribute that they have already or they will eventually build this in
the near future. Some examples of the ethical marketing are as follow. The advertising
agencies that made the advertisement cannot claim any kind of false attributes and
moreover they cannot post anything that is harmful for the society(Brati, 2011). The
products which are harmful for the customers that are cannot include in the
advertising or any other communication activities(Thompson, Strickland and Gamble,
2008). Any fraud persuasion of the products is not given in the ethical marketing
activities.Bodkin and Stevenson, 2006 said that If any harm or unintentional loss of
the customers is made then the company will be responsible for the
actions(Chatzidakis, 2014) and they need to pay the full compensation of the total loss
to the customers and make necessary service recovery strategies(Thompson,
Strickland and Gamble, 2008).
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2.2 Different ways of ethical marketing

Ethical marketing is a part of sustainable marketing where the organisation uses logic
and morality in developing and implementing marketing strategies and marketing
decision making(Thompson, Strickland and Gamble, 2008). For designing effective
ethical marketing, an organisation initially can define the ethical marketing, then it
should identify on which activities or part of organisation it can focus.
Implementation part will be done following after this and then cost and benefit
analysis should be done to define its effectiveness in the organisational
activities(Thompson, Strickland and Gamble, 2008). For ethical marketing, an
organisation should focus on different aspects and they are mentioned below:
2.2.1 General standards of truth:

Truthiness is the best virtue of all and it must be implemented properly as general
standards to ensure the proper implementation of ethical marketing(Thompson,
Strickland and Gamble, 2008). If truthiness is ensured, proper ethical value can be
developed and maintained which will make the ethical marketing path smooth.
Swanson et. al(1998) stated that it is mandatory for true ethical marketing to ensure
true implementation of true strategies by establishing true truthiness in the marketing
activities(Thompson, Strickland and Gamble, 2008).
The truth can guild the company in the long run and shows the way of developing the
ethical consideration in the company(Thompson, Strickland and Gamble, 2008).
When the company always claim the truth about their products then the customers can
definitely appreciate this and they trust the company. The customers get sure about
the product quality of the company.
2.2.2 Developing ethical values of marketing professionals:
Nwachukwu et al.(1997) strongly emphasized that marketing professionals are the
key persons who are assigned to design the marketing strategies, implement them and
evaluate them also(Dabholkar and Kellaris, 1992). So, highest standards of ethical
values is mandatory for them to possess or develop for making efficient and effective
ethical marketing policies and strategies for gaining competitive edge in the
12

market(Davidson, 2003). If the professionals are highly ethical, then it is very much
simple to make the ethical marketing strategies(Thompson, Strickland and Gamble,
2008).
2.2.3 Advertising and promotion:

Ethical marketing can be best described to(Dabholkar and Kellaris, 1992) the
customers and other stakeholders through its advertising and promotional activities
which can represent the organisations ethical values at fullest level. According to
Boyd and Webb(2008), organisation should follow the rule of fairness in information
and news in advertising and promotion. Accurate information, proper representation,
appropriate elements should be use while advertise and promote the organisation and
its products. Any kind of fraudulent, misleading information, inappropriate elements,
illegal promotion and activities must be avoid for ensuring the ethical marketing in
advertising and promotion(Thompson, Strickland and Gamble, 2008).
Manufacturing and endorsement of products: Chatzidakis (2014) mentioned that

products are the ultimate things with which organisation is dealing with and depends
on. Benefits, market share, organisational success all depend on the products. Ethical
marketing should be designed by focusing importantly on the products that must be
fulfilled proper and promised standards. Chatzidakis (2014) further added that
products are needed to be high quality in nature and should provide the desired
outcomes and performance which can satisfy the buyers need and expectation at the
optimum level by keeping the promised standards at endorsement(Thompson,
Strickland and Gamble, 2008).
2.2.4 Consumers centricity in ethical marketing practice:

Consumers are the sole focusing thing at the time of selling products and services and
the sole source of earning profits(Davis, 2002). Consumers expectation, desired and
feelings should be counted for designing the optimum solutions for the problems and
define the proper focusing point of ethical marketing. Luck (2006) defined that
Ethical marketing should be designed according to the consumers choice and
expectation(DOORN, 2008). The organisation should convey its ethics in marketing
13

for giving a safe feeling to its customers(DOORN, 2008). The privacy of the
customers must be maintained properly and keep secret and out of reach from other
persons(Thompson, Strickland and Gamble, 2008).
Compliance with regulations and standards: Nwachukwu et al., (1997) emphasized

that for better designing and implementation of ethical marketing, organisation must
follow the regulations and standards for works and products(Editorial, 1995) because
it ensures the proper use of morality and laws in activities(Editorial, 1995). It will
help organisation to reflect ethics in all parts and thus can convey a good feeling of
ethics to its stakeholders (Thompson, Strickland and Gamble, 2008).
2.3Competitive advantage
Competitive advantage is a position(Ferrell and Skinner, 2008) where an organisation
can have some edge over its competitors which can make it more attractive among the
market participants. OShaughnessy(2002)concluded that competitive advantages can
be earned by creating superior values, best products, ethical marketing, good
promotion and advertising, customers satisfaction and anything(Franklin, 2007). For
sustaining in the competitive market, the first and foremost thing for organisation is to
use its resources to create competitive advantages(Fulmer and Conger, 2004) which
will differentiate it from others through unique features which eventually attract and
make customers loyal to the organisation(Laczniak, Lusch and Murphy, 2009).
2.4 Relationship between ethical marketing and competitive advantage

Competitive advantages refer to the positions and opportunities which will keep one
organisation ahead of its rival organisations in terms of products, offers, market
shares or anything(Lapersonne, 2013). Ethical marketing is rationale marketing
decision making process which will promote ethics and morality in marketing
process. Ross(2003) stated that ethical marketing is very much appreciated by the
stakeholders especially by the customers. Ross(2003) also said that if any
organisation can prove its ethical behaviour in marketing customers will attract more
and will be more loyal to them which will create market fame(Gaedeke, Kelley and
Tootelian, 1995) and increase market share that will ultimately give organisation
14

competitive advantages over its competitors in the market(Lapersonne, 2013). Thus
ethical marketing can create competitive advantages for organisation(Laczniak, Lusch
and Murphy, 2009).
The first aspect is with the advent of technology it is very easy to replicate and
produce a same type of products. The second aspect is consumers have numerous
choices within a certain category and there is wide variety of price range as
well(Laczniak, Lusch and Murphy, 2009). The third and the foremost important factor
is, innovating something new is not as difficult as it was decades back. Media
marketing has been changed so there are more options to market certain products or
services (Chatzidakis, 2014). It is now easier to start a business in a new geographic
location. There is brick to click model which is been capitalized to pin point the target
customers. All the changes bring a lot of opportunities to find new gap to fit in with
new offerings(Laczniak, Lusch and Murphy, 2009). The ultimate result is room for
innovation is there are gateway is filled up by the new products. Therefore it has
become very critical to build competitive advantage over the competitors. Thus
building and or fending off the differentiation is very important to expand the growth
stage of the product life cycle (Chatzidakis, 2014).
There are many ways to attain competitive advantage for a company. A business set
up in a low-cost geographic location where labor is cheap and sourcing materials is
easier (Lapersonne, 2013) surely enjoy an advantage over the other companies
which are established in more costs incurring infrastructure (Barney and Hesterly,
2006). However, there are many roots from where competitive advantage can add
value to a company as a whole. This value addition can be seen in a product.
Competitive advantage comes from many sources (Chatzidakis, 2014). It can come
through low cost distribution system, finest innovation capacity, technological
advancement and adaptation(Kearns, 2003), strong customer equity and reputation of
the company or from a particular style or way of doing business. This how
competitive advantage can be attained (Barney and Hesterly, 2006).
15
Source :(marketing director, 2011)
As already mentioned by (Kellaris, Dahlstrom and Boyle, 1996) and all know,
marketing is completely an inter-connected discipline which has to work in harmony
with the cross functional teams with maximum interaction (Brati, 2011). This nature
of marketing makes it very critical to decide on the key functional parameters of
marketing. However, it matter very less what strategy is working for what company in
which context of the market(Laczniak, Lusch and Murphy, 2009). Key factor drive
the decisive point of business growth is how marketing help build competitive
advantage for a company (Brati, 2011). The evolution of marketing happened this
way for a long time. From production concept, to product concept, from marketing
concept to customer centric marketing(Laczniak, Lusch and Murphy, 2009), and later
from societal marketing to holistic marketing concept -all these practices have been
evolved over time to find the best suited practice of that time which enhance the
business growth(Kleiser et al., 2002) and to sustain for a longer period in the market
(Brati, 2011). Apart from all evolutionary marketing concepts, there were handful
numbers of debates around marketing practices(Kleiser et al., 2002). Therefore, need
to practice ethical marketing(Marta and Singhapakdi, 2005) in all aspects of
marketing functions in a company gets heard more loudly than any time before
(Ferrell and Skinner, 2008).
16

The key rationale behind practicing ethical marketing is(Laczniak, Lusch and
Murphy, 2009) to benefit the customers, the society and the other internal and
external stakeholders(Lapersonne, 2013). At the same time, fostering the business
growth and becoming sustainable in a certain market(Laczniak, Lusch and Murphy,
2009).
The stakeholders of marketing are many(O'Shaughnessy, 2002) and the influences of
external
stakeholders
of
company
impact
the
total
business
process
strongly(O'Shaughnessy, 2002). There are community activist about healthy food,

environmental pollution, delivering right quality, protecting natural resources, nondiscriminatory practices etc(Palmer, 2005). Stakeholders related to all these aspects
influence marketing practices as a whole (Ferrell and Skinner, 2008).. Therefore,
practicing ethical marketing in all areas from product development, to developing
brand and marketing communication it is very vital to practice ethics and moral
obligations(Petryna, Lakoff and Kleinman, 2006). Many a time there are set ethical
regulation for companies which are operating in different countries (Ferrell and
Skinner, 2008). These companies practice ethical sourcing, new product development
and communications in as spheres(Rawwas, Vitell and Festervand, 1994).
The
outcome of following set ethical rules and regulations yield many benefits for a
company. Achieving competitive advantage is one of them(Reidenbach and Robin,
1991).
American Marketing Association (AMA) has developed this model of ethical
marketing.
17
Figure- Model of ethical marketing
Source- Thompson, Strickland and Gamble, 2008
This model explains the total process of gaining competitive advantage through
ethical marketing(Laczniak, Lusch and Murphy, 2009). It has started from the social
and cultural environment(Siedel and Haapio, 2010). Then it considers the ethical
dilemma, individual decision making, corporate policy and opportunity and then it has
ended y evaluating the behavior which are ethical and unethical.
Competitive
advantage
from
ethical
marketing
practices
has
different
forms(Singhapakdi, 2004). For instance, a company which produces fruit juices can
build its marketing communications saying (Ferrell and Skinner, 2008). Hundred
percent natural juices(Singhapakdi, 2004). However, in reality if the formulation and
processing of fruits downplay the natural quality and nutritional value of that fruit
brand(Thompson, Strickland and Gamble, 2008), then it is definitely not an ethical
18

practice(Laczniak, Lusch and Murphy, 2009). So it is very important to manoeuvre
the communication as well as the other marketing mix of a company or for a brand
very carefully(Twedt, 2003). In other case, delivering the right values both in terms of
tangible and intangible is a key to maintain strong customer equity which later
provides competitive advantage after a certain period of time(Van Hoose and Kottler,
2007). Based on the ethical marketing concept there are many companies which are
enjoying strong competitive advantage (Franklin, 2007). For example Wholefood,
ToysRus, Catterpillar, HSBC bank who directly talk about ethical marketing practices
in their product design and brand communications(Wheeler, 1995).
On the other hand, there are negative consequences of not practicing ethical
marketing(Fulmer and Conger, 2004). In recent years there was big buzz around the
world about sourcing low cost apparels from the least developing countries(Fulmer
and Conger, 2004). There are brands like GAP, Nike, Wallmart, JCPenny which are
sourcing cloths from Asian countries like Bangladesh, India, China and
Vietnam(Williams and Aitken, 2011). In all these countries labor is cheap and it is
reported that labor are exploited(Fulmer and Conger, 2004). As a consequence of
these, in many parts of the United States and European countries(Fulmer and Conger,
2004), consumers boycott the some apparel brands due to not paying right value and
not taking proper action against the exploitation of cheap labor. So, this is one of a
result of not obliging and practicing the ethical marketing(Fulmer and Conger, 2004).
A firm can achieve competitive advantage over the same type of companies i.e.
apparel brands if they start practicing the ethical sourcing and marketing in their
company(Fulmer and Conger, 2004).
Ethical marketing can be implemented by company of all size and type. This practice
helps to gain added value to the companys way of running business
smoothly(Laczniak, Lusch and Murphy, 2009). There are many practices which are
not maintained due to the context of the business environment and also, considering
the extent of stakeholders influence(Laczniak, Lusch and Murphy, 2009). Many
theorists of marketing urge marketing practitioner to keep the ethical ground right in
marketing mix. From new product development to pricing, ethical consideration make
the firm stronger in terms of valuing its customers(Wong and Taylor, 2000). While
developing new product, sourcing raw materials at a fair price without harming the
19

other parties and is expected by the stakeholders(Laczniak, Lusch and Murphy, 2009).
Regarding pricing, the ethical ground is to maintain the value that customer expects
from a certain price points(Fulmer and Conger, 2004). If there is mismatch in between
the pricing and the products a company offer then it will not be able to maintain the
sustainable competitive advantage in a market. However, there are many
controversies about maintaining a good-value pricing for the companies which
operates multiple countries (Managing knowledge for competitive advantage, 2000).
In a developing country where the economy is inflationary then pricing strategy of a
company should be adjusted with the inflation and the disposable income of the
people of that country(Thompson, Strickland and Gamble, 2008). About distribution
and place decision of many companies, there are ethical aspects which directly impact
the practice of ethical marketing by that very firm(Wong and Taylor, 2000). TATA
motors in India faced same time of challenges from the environmentalist and the
community activist for taking the land of the farmers to build the factory in West
Bengal(Wong and Taylor, 2000). So, even if there is feasibility and high opportunity
of a product or brand get established in a certain region but has the likelihood to
impact the environment negatively, should always be considered(Managing
knowledge for competitive advantage, 2000). Finally the big part communication
strategy for any brand or for the company as whole is vital. Because this is how
people do perceive about the company(Wong and Taylor, 2000). Communication
which targets children, women, and religion be well thought and proper planned so
that it didnt provoke anything discriminatory or harmful for the same people it is
targeted(Thompson, Strickland and Gamble, 2008).
Honesty, Responsibility and Fairness are the three major pillar ethical marketing
practice considers(Tatic, 2014). These three are used and maintained perfect in sync
in all aspect of marketing mix and product development(Thompson, Strickland and
Gamble, 2008). Also, considering STP process i.e. segmentation, targeting and
positioning honesty, responsibility and fairness(Thompson, Strickland and Gamble,
2008) is manoeuvred by the companies who has substantial and sustainable
competitive advantage(Managing knowledge for competitive advantage, 2000). The
aftermath of maintaining this ethical marketing is many. It helps increase the trust of
the customers toward the company(Thompson, Strickland and Gamble, 2008). And
then the overall shareholder value of the firm goes up by this. Any firm show-case
20

their ethical practices in marketing communication gives a sure advantage and
attention of the concerned community influencers and stakeholders(Thompson,
Strickland and Gamble, 2008). Sometime a competitive advantage which is built by
the company people and resources for a long time gets ruined only because of not
abiding the ethical principles of marketing(Wong and Taylor, 2000). So, it is always
better to enhance the shareholder value and customer equity of by practicing the
principles Honesty, Fairness and Responsibility(Managing knowledge for
competitive advantage, 2000).
As like all other marketing disciplines there is no concrete and conclusive models for
defining and identifying the standard practice of ethical marketing to achieve
competitive advantage(Managing knowledge for competitive advantage, 2000). Also,
these principles and models to achieve competitive advantage may not be pertinent
for all types of companies across industries(Siedel and Haapio, 2010). Therefore, one
thing is obvious that there is ample opportunity to improvise and refurbish the concept
to a great extent(Managing knowledge for competitive advantage, 2000).
Source: Tutor2u.net
Also, these are few key classic variables of competitive advantage which are
interrelated with the ethical marketing practices as well. Bringing differentiation, cost
21

leadership are more pertinent with the retailing firm. Thus these are aspect which are
taken in to consideration to develop the final study framework of this research.
In sum, marketing these days is far challenging due to the advent of technology and
too many me-too brands out in the market place(Managing knowledge for competitive
advantage, 2000). Therefore, it is critical to ensure that a firm has competitive
advantage over the other firms. This competitive advantage can come from different
sources for different companies(Singhapakdi, 2004). As marketing is a key function
of the company thus it is interrelated with this aspect. However, marketing practices
are many and it has evolved as per the requirement of the time(Wong and Taylor,
2000). Ethical marketing is one of the practices which are triggered by the many
external stakeholders of the society(Managing knowledge for competitive advantage,
2000). Not all firms are maintaining and showcasing this practice strongly and
equally(Tatic, 2014). Therefore, for some companies it has become a vital tool to
practice ethical marketing to achieve competitive advantage(Tatic, 2014). The main
rationale behind this is it is win-win for the company and the customers(Siedel and
Haapio, 2010). It builds customer equity for the firm, increase the sustainability and
build trust toward the company(Managing knowledge for competitive advantage,
2000).
2.5 Conceptual framework

In following figure, left side shows the independent variables of this research whether
dependent variable is given on the right side. This research is done by analysis the
relationship between these variables(O'Shaughnessy, 2002).
22

By bringing the efficiency in marketing functions
By developing trust among the stakeholders
Maintaining on-going effort as a corporate citizen
More customer centricity

Equity of the brands
Transparency to external stakeholders
Figure: Research paradigm

Source: Selfmade
The marketing strategies are primarily responsible for the gaining of the competitive
advantages(Siedel and Haapio, 2010). In the marketing strategy there involves green
marketing, corrective advertising, development of the code of ethics, right and true
information in the promotional activities and lastly the ethical values of the marketing
professionals(Williams and Aitken, 2011). All leads to positive effect on the mind of
the consumer. In the marketing strategies the ethical standards are added and made
these strategies into marketing strategies(O'Shaughnessy, 2002). After that the ethical
marketing policy framework needed to be developed and thenthe effectiveness of the
ethical marketing policy is measured. The drawbacks of the ethical marketing are
removed and building a relationship with the ethical marketing and competitive
advantages(Siedel and Haapio, 2010). By the ethical marketing practices company
can easily get a competitive advantage over its competitors(Williams and Aitken,
23

2011). So that competitive advantage is link with the ethical marketing and draw a
positive bandings like more the ethical marketing activities more the sales of the
company(Williams and Aitken, 2011). Lastly a positive effect on the company is got
from the ethical marketing practice. So this is how the research is fully designed and
the overall view of the total research is dependent on the competitive
advantage(O'Shaughnessy, 2002).
24
Chapter 3: Methodology of the research

In this chapter the researcher has shown the overall directions of the research that
guided in the research.
3.1 Philosophy of the research

This research is based on the positivism which is more on identifying empirical
evidences and current practices around ethical marketing. This approach is followed
in this study because, there are diverse norms and nuances but no established process
of following the guidelines of ethical marketing practices.
Research philosophy refers the perception of the researcher about the research, usages
and also the output of the research (Booth, Colomb and Williams, 1995). The research
philosophy is the view of the researcher that is going to use in the research. Due to
lack of prior experience and being an academic, assuming the knowledge parameter is
not wise for this researcher and research (Booth, Colomb and Williams, 1995). On the
other hand, without believing actual data but assuming actual data, it was not possible
to carry on a full reliable research. So, positivism philosophy was appropriate for this
situation. It would enable the research to avoid assuming any variables and to use
knowledge parameter which can bar the research. Ethical marketing is the parameter
of the measurement of the competitive advantages. That why the positivism
philosophy had been used in this research (Welman et al., 2005).
3.2Approach of the research

There are two types of research approach, one is deductive which is used to conduct
investigative research and other is inductive research used for conducting research
where theory needed to be formulated (Hamersveld and Bont, 2007). This research is
about ethical marketing and competitive advantages where the researcher did not find
it important that theories need to be formulated. Already established theories can be
used to study the current situation properly (Booth, Colomb and Williams, 1995). So,
deductive approach is best suited for this research. The researcher followed the
following steps of deductive approach:
Reviewing theory related to ethical marketing and competitive advantages

25
Formulate researchs questions, objectives and hypotheses
Observing the actual situation prevails in the market
Analyse data and provide needed recommendation
This research is mostly based on deductive approach where the hypothesis is

constructed on the basis of a generalist statement through observation and study of the
previous research.
Figure: Research Approaches
Source: Anusree, 2014.
3.3 Research Strategy:

Research strategy is the means by which the research is conducted for getting the
final results (Gobo, 2011). There are various tactics that were used in this report. In
the experiments some samples were selected and an artificial environment was
created and after that the samples were tasted in that environment This experiment is
sometimes give false result and the research result may not be representative. Survey
was the way to conduct the research (International Journal of Social Research
Methodology: Theory & Practice, 2012). Case study would be another technique to
get the information of the research. This technique was not widely used in this
research (Welman et al., 2005).
In the survey a group of respondents were selected in the research and they were
selected by the judgemental basis of the interviewers. After that the researcher gave
them a questionnaire and the respondents were filled those in terms of their
experience or judgement. The answers were analysed for the research to get the
26

results. In this study survey approach is taken to collect the data from the sample unit
if the study.
3.4 Type of the investigation/Design
Source- (Welman et al., 2005)
There are many types of research that a researcher could conduct a research. Action
oriented, survey, historical and so on (6 and Bellamy, 2012). Ethical marketing
policies and its effectiveness analysed and explored by researcher for getting the brief
idea about the impacts on the creating or gaining competitive advantages(Wardle,
2002). For the nature of the research, it could be best suited with the condition and
formula of exploratory or investigative research(Booth, Colomb and Williams, 1995).
So, it was comfortable for the researcher to use quantitative approach and data for this
research by collecting numerical information and statistical data to run the research(6
and Bellamy, 2012). Therefore, it could be said that this research is quantitative in
nature and numerical data collected by the researcher through survey for this
research(Bellamy, 2012).The researcher used experimental research as the researcher
27

used different numerical data for finding the effect of ethical marketing on
competitive advantages(Booth, Colomb and Williams, 1995). Besides that the
researcher used positivism research philosophy for which he needed to experiment
whether all the variables of ethical marketing had effect on the business of the
competitive advantages(Booth, Colomb and Williams, 1995).
This study is more on a quantitative exploration while some analysis is done based on
the primary data collected from the respondents.
3.5 Data collection methods
There were two types of data; one is primary and other is secondary. Primary data are
the data that are not collected before and it is collected for the research or specific
purpose (Welman et al., 2005). On the other hand the secondary data are the data
which are available in many sources and collected before by someone (Welman et al.,
2005). In this research, researcher used primary data only to ensure the accuracy of
the data and reliability also(International Journal of Social Research Methodology:
Theory & Practice, 2012). The primary data were collected mainly through
questionnaire which were done through online chat, social networking sites likefacebook, twitter, google+ etc. Besides, several other media were used to collect
information, like- direct interview, survey, online survey, brainstorming, websites,
teleconferencing, personal communication, sales people interview etc(International
Journal of Social Research Methodology: Theory & Practice, 2012).
3.6 Sampling method

Sampling refers to the process of selecting some respondents from the whole
population because it is not possible to investigate all the population rather few can be
chosen as respondents (Brenkert, 2008). For academic research, sampling is
mandatory because of limitation of money and time(Welman et al., 2005). Sampling
can be done in two methods, one is probability method and another is non-probability
method(International Journal of Social Research Methodology: Theory & Practice,
2012). Non probability method refers the process of collecting samples through using
different criteria like- demographic, geographic and other restriction. There are four
bases of non-probability sampling, they are- judgment sampling, quota sampling,
28

convenient sampling and extensive sampling(Welman et al., 2005). Probability
sampling method refers the process of selecting the samples randomly and uses them
as respondents.
Source-(Welman et al., 2005)

Researcher used probability sampling method for this research and selected sample
randomly from its customer base where each customer was given equal weight
regardless of gender and age(Welman et al., 2005). The sample size was 100 and they
were surveyed through online ass the online medium was the best option to get the
information of this research(International Journal of Social Research Methodology:
Theory & Practice, 2012).
Population definition = Regular Customers of the retail shops in UK
Total sample = 100
Sample unit: Both Male and Female
A wide range of age spread is maintained across the sample.
3.7 Data analysis

Data analysis is the most important part in the research methodology(Jha, 2008).
Without proper analysis of the data the researcher could not able to interpret the data
29

properly(International Journal of Social Research Methodology: Theory & Practice,
2012). So the researcher was very careful in the data analysis part to avoid the
possible error of the data analysis(Jha, 2008). To asses and analysis the numeric data,
SPSS, E-view, MS excel and Strata were used by the researcher. By using mean,
mode, ANOVA, correlation, regression, the researcher had showed high quality
graphical and analytical presentation(Jha, 2008). The researcher used several models,
like- Cronbachs alpha, for ensuring the reliability of the research. Higher alpha set
data used for better quality and ensure reliability while extremist data were avoided to
ensure proper quality(International Journal of Social Research Methodology: Theory
& Practice, 2012).
3.8 Ethical issues

It was needed to maintain proper ethics and logic and morality for the researcher to
make the research worthy and appropriate(Jha, 2008). The privacy of the respondents
maintained properly. Mental and physical pressures were not put on the
respondents(Welman et al., 2005). Manipulation of data or any kind monetary facility
could not provide to gain favourable information(Jha, 2008). Respondents must be
selected randomly and any intention selected must be avoided. The information and
research outcomes could only use for academic purposes(Samuels, Biddle and
Emmett, 2009). As the research was itself deal with the ethical consideration so the
research study is completely based on the ethical standards(Scruggs and Mastropieri,
2006). Any kind of illegal procedure was not used in this research study to get the
information. Also the analysis of the data was based on totally non biased view of the
researcher(Samuels, Biddle and Emmett, 2009).
3.9 Accessibility issues

It is to be agreed that research faced some accessibility problems; these were main
limitation to get appropriate information from respondents(Scruggs and Mastropieri,
2006). The respondents might not give full and appropriate information(Samuels,
Biddle and Emmett, 2009). Online reach out to the respondents could take enough
time or can irritate the respondents also. Lack of trust might exist between the
researcher and respondents in given confidential information(Samuels, Biddle and
Emmett, 2009).
30

As there were higher possibilities of these problems, the probability was not
little(Scruggs and Mastropieri, 2006). So, the researcher was very much precautious
of it and he focused on creating appropriate approach to get information(Samuels,
Biddle and Emmett, 2009).
3.10 Limitations
Limitations
Impact/reason
Time
The study of ethical marketing related data

and its impacts on competitive advantages
could take long time which could exceed the
research time.
Sample size
Sample size was one of the main limitations

because 100 samples might not represent the
true scenario. Large sample produced more
accurate probabilities and realistic situation.
Fund
Enough funds were needed for this research

because of its ways of collecting data and
information through teleconferencing, video
calling, online. Extensive research could be
facilitated through healthy and enough fund.
Research type
Quantitative data was used to do this research

because
of
lack
of
related
data
and
inexperience of the researcher. Combined

research of qualitative and quantitative data
could increase the reliability, accuracy of the
research.
31
3.11 Anticipated findings

Anticipation
Reason
Relationship of ethical marketing and Literature suggests that the researchers found
competitive advantages of the company
strong relationship between ethical marketing

and competitive advantages.
Effective ethical marketing strategies can The more the customers would be satisfied
create the competitive advantages for the the more was the visits in the stores and oral
company
marketing
and
viral
marketing
would
increase the value of the brand

The stronger and efficient ethical marketing
strategies
were
the
more
and
greater
competitive advantages would be created for

the company.
Chapter4: Result and Discussion

4.1 Result
This chapter analyses the sample survey result found from providing each
respondents (customers of Waitrose) with a questioner containing some
relevant questions on ethical marketing of Waitrose and how do they respond to
the company in terms of competitive advantage the company has. The researcher
has analysed the data from policies of ethical marketing and competitive
advantages and presented them in comprehensive form with graphs, table and
other figures where necessary.
4.1.1 Demographic variables

The following figures show the demographical variations of the respondents in
this paper. There were a total of 100 respondents where male and female were
32

respectively 67 and 33. The age variable shows that the age group of 31-39
participated most in the study as they are the major customer group of Waitrose.
Fulltime job holders were the highest participants in the study which numbers as
32 persons.
Table 1: Demographic variables
Gender
Frequency
Percent
Male
67
0.67
Female
33
0.33
Total
100
Frequency
Percent
18- 30
25
0.25
31- 39
32
0.32
40- 49
13
0.13
50- 59
16
0.16
Over 60
14
0.14
Total
100
Frequency
Percent
Married
46
0.46
Unmarried
54
0.54
Total
100
Frequency
Percent
Full-time employment
32
0.32
Part-time employment
23
0.23
Student
13
0.13
Unemployed
0.07
Housewife/husband
12
0.12
Retired
13
0.13
Age
Marital Status
Employment Status
33

Total
100
Frequency
Percent
Below 10000
0.02
10000- 15000
18
0.18
15001- 20000
23
0.23
20001- 25000
32
0.32
25001- 30000
10
0.1
30001- 40000
0.09
Above 40000
0.06
Total
100
Income
4.1.2 Cronbachs Alpha

The cronbachs Alpha test basically tests the internal consistency of the
respondents in a study. It indicates the level of consistency in the variables by
expressing as a range of 0 to 1. Normally point greater than Alpha ().7 is thought
to be standard. Here in this study, the following figures show that the responses
from all the fields have a sound level of internal consistency and reliability where
the responses of positive effects on the consumers have highest level of
consistency and responses from Comply with regulation and standards and Right
and true information in Promotion have a slight lower consistency then the
standard level of .7.
Table 2: Cronbachs Alpha
Alpha()
Green Marketing
0.89
Development of code of ethics
0.84
Ethical
value
of
marketing 0.74
profession
Comply
with
regulation
and 0.65
standards
Right
and
true
information
in 0.67
34
Promotion
Corrective Advertising
0.77
Positive Effects on the Consumers
0.91
Competitive Advantage
0.83
4.1.3 Green Marketing (GM)
Waitrose strongly follows green marketing policy in its marketing policy. The
following table shows the result of the study where the researcher asked the
customers to answer the questions regarding the green marketing strategies and
competitive strategies of Waitrose. The table clearly shows that overall
customers strongly agreed with the fact that Waitrose follows green marketing
strategies and it attracts the customers.
Table 3: Ethical Marketing Strategies (EMS)
GM1
GM2
GM3
Somewhat Disagree 2
Neutral
12
10
11
Somewhat Agree
36
35
34
Strongly Agree
45
50
46
Mean
4.9
4.8
4.69
Median
Mode
4.5
4.6
4.3
Strongly Disagree
35
GM1
5%
2%
12%
45%
36%
Strongly Disagree
Somewhat Disagree
Neutral
Somewhat Agree
Strongly Agree
Figure 1: GM (Question one)
On the other hand figure 1 shows that 45% customers strongly agree that
Waitrose has effective green marketing policy.
GM2
2%3%
10%
50%
35%
Strongly Disagree
Somewhat Disagree
Neutral
Somewhat Agree
Strongly Agree
Figure 2: GM (Question Two)
Figure 2 shows that 50% of the customers thinks that Waitrose has separate
management body for green marketing where 35% somewhat agrees with the
statement.
36
GM3
3% 6%
11%
46%
34%
Strongly Disagree
Somewhat Disagree
Neutral
Somewhat Agree
Strongly Agree
Figure 3: GM (Question Three)
Figure 3 shows that 46% of the customers of Waitrose believe that green
marketing attract more customers to Waitrose where 34% are also to a great
extent positive with the statement and only minor group of customers (3%)
strongly disagree with it. So, it seems that green marketing considered as
effective to the customers because they give positive attributes to it.
4.1.4 Development of code of ethics (DCE)
Waitrose focuses on Development of code of ethics (DCE) and from the survey of
this study it came out that almost all the customers believe that Waitrose has
strong code of ethics and has strong management team for it. The statistics of
average mean, media and mode shows that it has average result which are more
than 4 in every filed.
Table 4: Development of code of ethics (DCE)
DCE1
DCE2
DCE3
Strongly Disagree
Somewhat Disagree
12
13
17
Neutral
13
15
14
Somewhat Agree
36
35
34
Strongly Agree
36
34
33
37
Mean
4.2
4.3
4.6
Median
Mode
4.3
4.1
4.25
Development of code of ethics (DCE)

Strongly Agree
Somewhat Agree
Neutral
Somewhat Disagree
Strongly Disagree
0
10
DCE3
15
20
DCE2
DCE1
25
30
35
40
Figure 4: Development of code of ethics (DCE)
Figure 4 shows that on an average 30 to 35 customers believe that Waitrose has

developed code of ethics for conducting business, regularly updates the ethical
marketing strategies according to the profession code of ethics and provides
regular training and developed separate management team for updating and
developing new code of ethics. Where, only 2 to 5 customers strongly disagree
with that. So, the researcher can say that code of ethics is also attributed
positively by the cusotmers.
4.1.5 Ethical value of marketing profession (EVMP)
38

Ethical value of marketing profession (EVMP) is always a key consideration in
ethical marketing strategies of Waitrose. Waitrose focuses on issues which
creates ethical value to marketing profession. The result of the survey as
presented in table 5 shows that customers of Waitrose to some extent agree that
Waitrose emphasizes on this issue. The mean, median and mode exhibits result
close to 4 which suggest that though they are not strongly in favour of it but they
on an average (greater than 3) agree with this issue.
Table 5: Ethical value of marketing profession (EVMP)
EVMP1
EVMP2
EVMP3
12
15
Somewhat Disagree 14
15
Neutral
25
29
27
Somewhat Agree
24
23
24
Strongly Agree
25
24
26
Mean
3.8
3.9
4.2
Median
3.5
3.5
Mode
3.5
3.6
3.9
Strongly Disagree
39
EVMP1
12%
25%
14%
24%
25%
Figure 5: EVMP (Question One)
Figure 5 shows that more 50% customers agree that Waitroses corporate bodies
take necessary steps for evaluating the ethical value of marketing profession
where a considerable portion remained neutral on this issue as they dont see
any significant point regarding this acts of Waitrose.
EVMP2
Strongly Agree
24%
Somewhat
Agree
23%
Strongly
Disagree
15%
Somewhat
Disagree
9%
Neutral
29%
Figure 6: EVMP (Question Two)
Figure 6 shows that almost 40% customers believe that Regular training
programs are held for improving the ethical value of the professions of the
40

employees of Waitrose where again considerable portion remained neutral
(29%) on this issue.
EVMP3Strongly
Strongly Agree
26%
Disagree
8%
Somewhat
Agree
24%
Somewhat
Disagree
15%
Neutral
27%
Figure 7: EVMP (Question Three)
Figure 7 shows that 50% of the customers surveyed believe that Major
investment is needed for the employees of Waitrose for the increment of the
marketing profession ethical values and a minor (8%) portion strongly disagree
with that as they think major investment is not necessary in this case. So, the
researcher can infer that ethical value of professionals at Waitrose is considered
to be somewhat effective for its honesty and integrity to customers.
4.1.6 Comply with regulation and standards (CRS)
Waitrose complies with regulations and standards in case of marketing activities

it initiates. The following table shows that the mean result go in favour of this as
customers on an average somewhat agree with that. The mode and median (3)
however shows that customers agree with that but most of the customers were
central to neutral.
41

Table 6: Comply with regulation and standards (CRS)
CRS1
CRS2
CRS3
Strongly Disagree
13
Somewhat Disagree
36
32
24
Neutral
24
26
24
Somewhat Agree
10
10
Strongly Agree
25
26
29
Mean
3.9
3.6
3.5
Median
Mode
3.5
Comply with regulation and standards (CRS)

40
35
30
25
20
15
10
5
0
36
32
24
24
26
25 26
24
13
9
10 10
Strongly
Disagree
29
Somewhat
Disagree
Neutral
CRS1
CRS2
Somewhat
Agree
Strongly Agree
CRS3
Figure 8: Comply with regulation and standards (CRS)
Figure 8 on the other hand, represents that 30 to 35 % customers believe that

Waitrose complies with the code and conducts of ethical values and ethical
marketing, Separate inspection teams are developed by it for observing the
compliance with the ethical regulation and standards & so they are satisfied with
the ethical values of my company and its compliance with the ethical rules and
42

regulation. On the other hand, 6 to 13% customers strongly disagree with that.
So, the researcher can infer that regulation and standard compliance are not
working on customers as they dont find it sufficient.
4.1.7 Right and true information in Promotion (RTIP)

Right and true information in promotion is one of the essential tools in ethical
marketing. Table 7 exhibits an overall picture of the responses regarding this
issue of Waitrose. The mean and median result in numeric term 3 represents
that on an average all the customers somewhat agree that Waitrose adheres to
the concept of Right and true information in Promotion.
Table 7: Right and true information in Promotion (RTIP)
Right and true information in Promotion (RTIP)

Strongly Disagree
Somewhat disagree
31
Neither agree nor disagree
30
Somewhat agree
12
Strongly Agree
23
Total Number of Respondents
100
Mean
Mode
43
Right and true information in Promotion

(RTIP)
Strongly Disagree
23%
Somewhat disagree
0%
4%
31%
12%
30%
Somewhat agree
Strongly Agree
Figure 9: Right and true information in Promotion (RTIP)
Figure 9 represents that 30% customers of Waitrose believe that it provides true
information at the time of promotion and Ethical values and principles are
maintained for promotion. On the other hand those who somewhat agree,
remain neutral, somewhat disagree and strongly disagree are respectively 12%,
23%, 31% and 2% with this issue. So, it seems that customers are happy with #s
truthfulness in promotion because they find very little fictitious facts in its
promotion.
4.1.8 Corrective Advertising

Table 8 shows the mean result as 2.9 of responses on corrective advertising. It
indicates customers are neutral to this issue of Waitrose.
Table 8: Corrective Advertising
Strongly Disagree
30
Somewhat disagree
43
12
44

Somewhat agree
Strongly Agree
100
Mean
2.9
Mode
STRONGLY AGREE
SOMEWHAT AGREE
6
12
NEITHER AGREE NOR DISAGREE
43
SOMEWHAT DISAGREE
30
STRONGLY DISAGREE
0
10
15
20
25
30
35
40
45
Figure 10: Corrective Advertising
However figure 10 shows that a large portion of the customers somewhat disagree
(43%) with this issue which indicates weakness of Waitrose in this area of ethical
marketing.
4.1.9 Positive Effects on the Consumers (PEC)

Table 9 shows that mean result as 4.8 on Positive Effects on the Consumers
(PEC) indicating that customers are strongly positive that there is Positive
Effects of ethical marketing on the Consumers (PEC).
Table 9: Positive Effects on the Consumers (PEC)
Positive Effects on the Consumers (PEC)
45

Strongly Disagree
Somewhat disagree
15
Somewhat agree
32
Strongly Agree
43
100
Mean
4.8
Mode
4.5
POSITIVE EFFECTS ON THE

CONSUMERS (PEC)
43
32
15
3
Strongly
Disagree
Somewhat
disagree
Neither agree
nor disagree
Somewhat
agree
Strongly Agree
Figure 11: Positive Effects on the Consumers (PEC)
4.1.10 Competitive Advantage
Now what extent the company receives competitive advantage has been
illustrated by the following table and figure. Table 10 shows that Competitive
advantage takes place in Waitrose through the interactive policies and strategies
Waitrose regularly takes different strategies for the increment of the competitive
46

advantages over its competitors. Result of the averages indicates strong
agreement by the customers on this issue.
Table 10: Competitive Advantage
Competitive
Competitive
Competitive
Advantage1
Advantage2
Advantage3
15
20
12
Neutral
12
Somewhat
34
25
36
Strongly Agree 39
38
45
Mean
4.89
4.9
4.56
Median
Mode
4.9
4.8
4.7
Strongly
Disagree
Somewhat
Disagree
Agree
Competitive Advantage1
7, 7%
15, 15%
39, 39%
5, 5%
34, 34%
Strongly Disagree
Somewhat Disagree
Somewhat Agree
Strongly Agree
Neutral
Figure 12: Competitive Advantage (Question One)
47
5, 5%
20, 20%
38, 38%
12, 12%
25, 25%
Strongly Disagree
Somewhat Disagree
Somewhat Agree
Strongly Agree
Neutral
Figure 13: Competitive Advantage (Question Two)
3, 3%
12, 12%
4, 4%
45, 45%
36, 36%
Strongly Disagree
Somewhat Disagree
Somewhat Agree
Strongly Agree
Neutral
Figure 14: Competitive Advantage (Question Three)
4.1.11 Correlation Analysis
Now its time to see how much intensive is the relation between the elements of
ethical marketing and between competitive advantages. Table 11 shows that GM
(green marketing) and CRS are positively correlated (.94) which means increase
48

in GM increases the CRS too! However in case relationship between competitive
advantages and other elements of ethical marketing the researcher finds that
increase in GM increases the competitive advantages for Waitrose as there is
strong positive correlation (.90). Apart from that all other elements (CRS, DCE,
EVMP, RTIP, Corrective Advertising and PEC) are positively correlated with
competitive advantages for Waitrose.
Table 11: Correlation Analysis
Correlations Matrix
CRS
GM
DCE
EVMP
RTIP
Corrective
PEC
Advertising
CRS
1.00
GM
0.94
1.00
DCE
0.00
0.00
1.00
EVMP
0.57
0.00
0.19
1.00
RTIP
0.56
0.87
0.58
0.45
1.00
Corrective
0.59
0.78
0.87
0.77
0.89
1.00
PEC
0.74
0.56
0.67
0.78
0.80
0.45
1.00
Competitive
0.61
0.90
0.82
0.67
0.60
0.58
0.45
Advertising
Advantage
**. Correlation is significant at the 0.01 level (2-tailed).
4.1.12 Regression Analysis

A) Regression for the dependent variable Positive Effects on the Consumers
49

Table 12: Model Summary for Positive Effects on the consumers
Model Summary
Model
R Square
Adjusted
0.679 0.660
R Std. Error of the
Square
Estimate
0.559
0.602
a. Predictors: (Constant), CRS, GM, DCE, EVMP, RTIP, Corrective Advertising
Here the regression model summary where the dependent variable is positive
Effects on the Consumers shows R square is .660. The result indicates that in
case of ethical marketing of Waitrose it has 66% the Positive Effects on the
consumers of Waitrose and the effect is significant for # .
Table 13: Coefficients for Positive effects on the consumers
Coefficients
Model
Un-
Standar
standardized
dized
Coefficients
Coefficie
Sig.
7.711
0.000
nts
Std. Error Beta
1
(Constant)
4.737
0.614
CRS
-0.047
0.070
0.802
-0.677 0.499
GM
0.180
0.061
0.586
2.963
DCE
-0.009
0.057
0.113
-0.151 0.880
EVMP
-0.026
0.059
0.726
-0.433 0.665
RTIP
0.078
0.137
0.649
0.570
0.570
Corrective
0.95
0.12
0.36
-1.23
0.22
0.003
Advertising
a. Dependent Variable: Positive Effects on the Consumers
Table 13 containing coefficient matrix for the elements of ethical marketing with
dependent variable Positive Effects on the Consumers shows that almost all the
elements of ethical marketing have Positive Effects on the Consumers where CRS
50

has higher degree of influence 80.2%) where the rest are as presented
respectively 58.6%, 11.3%, 72.6%, 64.9%, 36% under Standardized Coefficients
column.
B) Regression for the dependent variable Competitive advantage
Table 14: Model summary for Competitive advantage
Model Summary
Model
0.910
Adjusted
Std. Error of
Square
R Square
the Estimate
0.858
0.846
0.737
a. Predictors: (Constant), CRS, GM, DCE, EVMP, RTIP, Corrective Advertising
Here the regression model summary where the dependent variable is positive
Effects on the Consumers shows R square is .858. The result indicates that in
case of ethical marketing of Waitrose it affects 85.8% of the competitive
advantages Waitrose has. So, the researcher can infer that ethical marketing is
controlling the direction of its competitive advantages greatly.
Table 15: Coefficients for Competitive advantage
Coefficients
Model
Un-
Std.
Standardized
standardized
Error
Coefficients
Sig.
5.83
0.00
Coefficients
1
(Constant)
7.12
1.22
CRS
0.99
0.14
0.92
0.57
0.57
GM
0.95
0.12
0.87
-1.23
0.22
DCE
0.44
0.10
0.73
-1.61
0.11
51

EVMP
-0.162
0.101
0.644
-1.609
0.11
1
RTIP
-0.188
0.105
0.543
-1.802
0.07
5
Corrective
-0.040
0.129
Advertising
0.237
-0.313
0.75
5
a. Dependent Variable: Competitive Advantage
Table 15 containing coefficient matrix for the elements of ethical marketing with
dependent variable Competitive Advantage shows that almost all the elements
of ethical marketing have Positive Effects on the Competitive Advantage of
Waitrose where CRS has higher degree of influence (92%) and the rest are as
presented respectively 87%, 73%, 63% and 23% under Standardized
Coefficients column.
4.2 Discussion
In this chapter the researcher has made an effort to analyze and discuss the result of
the study in a comprehensive way. The researcher has made a thorough discussion on
how the ethical marketing tools are working for competitive advantages for Waitrose
and made comparison with previous study in this field with necessary references
relevant in each area.
4.2.1 Setting general standards of truth

There are lots of options for ethical marketing to Waitrose. The company is to be very
wise in selecting each of the strategy to get the optimum result. A general standard for
truthfulness while engaging in marketing activities is considered important by
Waitrose.The researcher found from the survey and the result analysis that the truth
can gain for the company in the long run and show the way of developing the ethical
consideration for it. When Waitrose always claims the truth about their products the
customers appreciate this and they trust the company. The customers get surety about
the product quality of the company. The researcher also found that the Waitroses
52

policy of being truthful in all the marketing activities price, place, promotion, product
quality are recognized by the customers and they think it significant. When Waitrose
follows this policy it makes effort to let customers know the real facts not the
exaggerated facts and as they are significant to customers it just make the customers
to think that Waitrose cannot anything wrong with them. The result is having more
loyal customers who can spend extra penny for buying products from Waitrose. This
loyalty of customers gives a competitive edge to Waitrose.
In the same way Gamble(2008) said that Truthiness is the best virtue of all and it must
be implemented properly as general standards to ensure the proper implementation of
ethical marketing. If truthiness is ensured, proper ethical value can be developed and
maintained which will make the ethical marketing path smooth. As in the study of
Swanson et. al(1998), they said that it is mandatory for true ethical marketing to
ensure true implementation of true strategies by establishing true truthiness in the
marketing activities. They also argued that while a company engages in marketing
and they adopt a policy where truthfulness is given higher priority it is high likely that
the customers of that company is going to be positively influenced that have the
power to draw their attention in the crowd.
4.2.2 Development of ethical values in marketing professionals

One of the objectives of this study was to analyze the relationship between ethical
marketing strategies and competitive advantages for Waitrose in UK. To meet the
objectives the researcher got a consideration that development of ethical values in
marketing professionals made better brand image for Waitrose among its customers.
When the marketing professionals of Waitrose practice good ethical activities in their
policy making they make at least one thing very sure which is that they will not get
engaged which crosses the ethical consideration i.e. introducing product that can
hamper the customers in the long run. This ethical practice of the marketing
professional influences the customers positively. The ethical practices of marketing
professional of Waitrose got the recognition among its customers. Majority of the
customers believe that Waitroses corporate bodies take necessary steps for evaluating
the ethical value of marketing profession, Regular training programs are held for
improving the ethical value of the professions of the employees of Waitrose and some
53

customers also believe that major investment is needed for the employees of my
company for the increment of the marketing profession ethical values. The result of
this recognition by customers is simple that is the customers are more motivated to
make deal with Waitrose and less inclined to switch to other competitors.
However, the findings go in line with the study of Dabholkar and Kellaris (1992) who
mentioned thatmarketing professionals are the key persons who are assigned to design
the marketing strategies, implement them and evaluate them. If the professionals are
highly ethical, then it is very much simple to draw more customer attention in the
crowd and grasp the market share which can give a company the ability to avoid the
fierce competition in the retail market. The result is getting more competitive
advantages by spending some and getting more form the customers.
4.2.3 Advertising and promotion ethically

Another objective of this research study also included to evaluate the effects of
ethical marketing in gaining competitive advantages for Waitrose. The researcher got
help to meet the objectives by the fact that Waitroses ethical marketing has
significant concerns for advertising and promotion. The advertising and promotional
activities Waitrose performs need to be ethical. However, Waitrose managed to
establish to establish itself in the market with its advertising and promotional
activities which include accurate information, proper representation, and appropriate
elements which is not considered as immoral and betrayal to the customers. The
customers of Waitrose also responded to these actions positively as they believe that
Waitrose provides true information at the time of promotion, Ethical values and
principles are maintained for promoting the products and services and at the time of
Information dissemination and disclosers ethical values are considered by Waitrose.
As there ethical advertising and promotional policy got the market attention it led the
customers to be more involved with it. The researcher found that this involvement of
the customers for ethical policy in promotional activities helps Waitrose to have more
competitive advantages as the customers.
According to Boyd and Webb (2008), organization should follow the rule of fairness
in information and news in advertising and promotion. Accurate information, proper
representation, appropriate elements should be used while advertise and promote the
organization and its products. On the other hand any kind of fraudulent, misleading
54

information, inappropriate elements, illegal promotion and activities must be avoided
for ensuring the ethical marketing in advertising and promotion (Wentworth, 2011).
On the other hand the study of DorschM, (1998) concluded with almost in the same
tune. He argued that Ethical marketing can be best described to the customers and
other stakeholders through its advertising and promotional activities which can
represent the organizations ethical values at fullest level. When the ethical practices
of a company reaches to the customers through the advertising and promotional
activities then the customers are fully aware of the actions of a company and turn to
be very loyal to it. This loyalty surely gives a competitive edge in the market.
4.2.4 Ethical manufacturing and endorsement of products

Waitrose strongly adheres to sell products in fitting best ethical consideration.
Waitrose thinks the concept of manufacturing and endorsing ethical product as very
important tool as part of its ethical marketing program. Waitrose tries to sure that the
products it sell meets the promised standard, are at reasonable prices and does not
give any fictitious feature which turn out to be quite useless to the customers. This
stands of Waitrose gives it a shot in the market as the customers also responds
positively to this policy. Products are the ultimate things with which organization is
dealing with and depends on. However Benefits, market share, organizational success
all depend on the products. Ethical marketing are designed by Waitrose focusing
importantly on the products that must be fulfilled proper and promised standards and
this also make positive effect on customers and their perception. From the study of
this paper the researcher came out to know that the customers of Waitrose are positive
with this initiative and those who respond positively with this also keeps Waitrose
ahead in case of competitive advantages in the market.
Tatic (2014) made a study on this issue and argued almost in the same way as of the
author of this paper. He argued that products are needed to be high quality in nature
and should provide the desired outcomes and performance which can satisfy the
buyers need and expectation at the optimum level by keeping the promised standards
at endorsement. When company gets this work done successfully there is higher
chance that customers will be passionate to buy the products of this company.
55
4.2.5 Ethical practice with Customers

Consumers are considered to be the sole focusing thing at the time of selling products
and services and the sole source of earning profits Consumers expectation, desired
and feelings should be counted for designing the optimum solutions for the problems
and define the proper focusing point of ethical marketing. Waitrose tries to stick to the
point of customers or it tries to introduce product and sell product which can create
unique value or at least add value more than its competitor at an affordable rate. It
focuses on solving the unique problem of the customers in ethical way. The result of
this policy is also positive for Waitrose. The customers think it treats with them
ethically and does not try to exploit them.
However, this policy just could not ripe properly in the market as a major portion
remained neutral on this issue. But one thing that came out as important is that
creating good ethical practice can surely make a positive impact in the mind of the
customers which can lead to a make temporary customers be a permanent one.
Besides that the same kind of conclusion was echoed by the study of Luck (2006) he
argued that Ethical marketing should be designed according to the consumers choice
and expectation. However he added that when the organization conveys its ethics in
marketing for giving a safe feeling to its customers and the privacy of the customers
are maintained properly and keep secret and out of reach from other persons it is
likely that the customers will be more likely to shop with it as they feel more
comfortable with it.
4.2.6 Competitive advantage

The main objective of this study was to find the impact of ethical marketing on
completive advantages of Waitrose. The researcher so far discussed how different
tools are being used as part of ethical marketing strategy by Waitrose.
In the study conducted by Ferrell and Skinner(2008)Competitive advantage was
defined as a position where an organization can have some edge over its competitors
which can make it more attractive among the market participants. However to get this
position in the market ethical marketing strategy along with some other strategy are
being used by Waitrose. The researcher found that the customers of Waitrose think
that Competitive advantage takes place in Waitrose through the interactive policies
and Waitrose regularly takes different strategies for the increment of the competitive
advantages over its competitors. So the researcher got a positive correlation by
56

observing that when Waitrose incorporates different program under its ethical
marketing wing they got the market recognition and the customers feel positively
about its ethical marketing program by showing higher loyalty and more involvement
with it. Ethical marketing makes a positive impact on their buying behaviour. The
study of O'Shaughnessy (2002) also agreed to this point. So, the researcher can stand
on the point that hypothesis H0 which was the practice of ethical marketing in a
company help build sustainable competitive advantage is justified and H1 (null
hypothesis) which was the practice of ethical marketing in a company doesnt
help build competitive advantage is not justified.
Chapter 5: Conclusion and Recommendations
With some limitations including sampling limitations and knowledge limitations, in

this paper the research analyzed the data from policies of ethical marketing and
competitive advantages and presented them in comprehensive form with graphs, table
and other figures where necessary. The researcher also discussed related literature and
methodologies regarding the issue. There are lots of options for ethical marketing to
Waitrose which can lead Waitrose to competitive advantages. The company is to be
very wise in selecting each of the strategy to get the optimum result. The researcher
found from the survey and the result analysis that the truth can gain for the company
in the long run and show the way of developing the ethical consideration for it. When
Waitrose always claims the truth about their products the customers appreciate this
and they trust the company. On the other hand, the researcher also finds that when the
marketing professionals of Waitrose practice good ethical activities in their policy
making they make at least one thing very sure which is that they will not get engaged
which crosses the ethical consideration. This ethical practice of the marketing
professional influences the customers positively.
As echoed by previous research the researcher gets that accurate information, proper
representation, appropriate elements should be used while advertise and promote the
organization and its products (Chatzidakis, 2014). Ethical marketing are designed by
Waitrose focusing importantly on the products that must be fulfilled proper and
57

promised standards and this also make positive effect on customers and their
perception. However, as discussed in the literature review the same thing came out in
the paper; the researcher finds that in making the strategies the consideration of
consideration is also important. Creating good ethical practice can surely make a
positive impact in the mind of the customers which can lead to a make temporary
customers be a permanent one. On the other hand, a considerable portion of customers
still remained neutral to query regarding its ethical marketing effectiveness.
Lastly but not least the researcher concludes that competitive advantages can come
various sources for a company. However, if the ethical marketing strategies are
performed properly then it gives an important competitive edge to a company like
Waitrose. The researcher got a positive correlation by observing that when Waitrose
incorporates different program under its ethical marketing wing they got the market
recognition and the customers feel positively about its ethical marketing program by
showing higher loyalty and more involvement with it. Ethical marketing makes a
positive impact on their buying behaviour.
Recommendations:
By enacting ethical marketing practices Waitrose has gained more customer
awareness and recognition. However, there are some areas of ethical marketing which
still need to be developed and improved. As found out from the survey result, some
customers strongly disagree and some just remained neutral that ethical marketing is
being performed properly in Waitrose. So here the researcher gives several
recommendations for improving the ethical marketing practices by Waitrose;
The research findings indicate that green marketing is witnessing huge

response in the market. So, Waitrose should form an effective green marketing
policy. To improve the existing policy of green marketing Waitrose should be
more involved in green marketing. Waitrose should focus more on Green
product, Green price, Green promotion, Demography and awareness of
environment. The firm can introduce more environment friendly product and
make strong promotion to establish itself as a green brand. Waitrose can
develop environment friendly packaging for its product which will be easily
decomposed and not hamper the environment.
58
Waitrose Should more focus on developing code of ethics for conducting

business, regularly updating the ethical marketing strategies according to the
profession code of ethics and providing regular training and develop separate
management team for updating and developing new code of ethics. The
company should hire well known experts for motivating and training its
management team to adhere to ethical practice and at the same time the board
of directors should help establish an ethical corporate environment.
The research findings indicate that promotional activities have yet to have
intense impact on customers. So, Waitrose should be more sincere in
promotional activities. The research findings show that if it is to establish
strong ethical brand among the customers it should advertise and promote its
products in ethical manner. When advertising Waitrose should provide the
customers with all the necessary and true information which are very rare in
the current retail industry. Thus it will be viewed by customers as a
dependable brand which gives the company a competitive edge. In case of
advertisement of its grocery items Waitrose can include the evidence of
organic food ( i.e video clips of farmers activity) of its supply chain to make
it more authentic to the customers
To make it distinctive from its competitors like Tesco, Asda; Waitrose should
make more media coverage focusing on how much sincere they are to
customers about both health and wealth. Waitrose can promote some of its
daily necessity product items by outlining cheaper price with higher quality
taglines in addition to the existing tagline Everyone deserves quality foods,
Everyone deserves Waitrose!.
The research findings indicate that Waitrose is rapidly expanding in its online
business, so time has come to address the burning issues (like online scams) of
online business. Waitrose can advertise its confidential position with its
customers. Waitrose can regularly update its customers by assuring safety of
their online transactions
59
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Appendix A
Survey Form
Serial Number:
A study of the impact of ethical marketing practices for gaining competitive

advantages- a case study of Waitrose UK.
Dear participant,
I am conducting a survey for completing the research paper related to the ethical
marketing and its contribution on the gaining of the competitive advantages. For
that purposes the below mentioned information is needed to fill up. I will use that
information for the academic purposes only.
Thank You for your help.
64
PARTICIPANTS SOCIO DEMOGRAPHIC PROFILE

SECTION A: Socio Demographic Profile
i.
Gender
: Male
ii.
Nationality
: British (UK)
Chinese
Female
Asian
African Other European
22-29
30-39
USA
iii.
Age
: 15-21
iv.
Educational Background:
40 and above
Dropped from School

Below High School
High school
College
Undergraduate
Post graduate
v.
Income range:10,000 and bellow 10,001-15,00015,001- 20000
20,001-25,000
25,001-30,00030,000 and above
65
Survey Questions Representatives

Strongly Disagree
Somewhat
Disagree
Neutral
Somewhat Strongly agree

Agree
5
Survey Questionnaire
No.
Questions
Stron Somewha
gly
t Disagree
Disag
ree
Neutral
Somew
hat
Agree
Stron
gly
agree
Section 1: Green Marketing (GM)

GM1
GM2
GM3
My company has
effective and strong
strategies of Green
Marketing
My company has
separate
management body
for green marketing
Green
marketing
attracts
more
customers towards
my company
Section 2: Development of code of ethics (DCE)

DCE1
DCE2
DCE3
My company has
developed code of
ethics
for
conducting business
My
company
regularly updates
the
ethical
marketing
strategies according
to the profession
code of ethics
My
company
provides
regular
training
and
developed separate
management team
66

for updating and
developing
new
code of ethics
Section 3: Ethical value of marketing profession (EVMP)

EVMP1
EVMP2
EVMP3
My
companys
corporate bodies
take
necessary
steps
for
evaluating
the
ethical value of
marketing
profession
Regular training
programs are held
for improving the
ethical value of
the professions of
the employees of
my company
Major investment
is needed for the
employees of my
company for the
increment of the
marketing
profession ethical
values
Section 4: Comply with regulation and standards (CRS)

CRS1
CRS2
CRS3
My
company
complies with the
code
and
conducts
of
ethical values and
ethical marketing
Separate
inspection teams
are developed by
company
for
observing
the
compliance with
the
ethical
regulation
and
standards
I am satisfied
with the ethical
values of my
company and its
compliance with
the ethical rules
67

and regulation
Section 5: Right and true information in Promotion (RTIP)

company
RTIP1 My
RTIP2
RTIP3
Correct
ive
Adverti
sing1
Correct
ive
Adverti
sing2
Correct
ive
Adverti
sing3
provides
true
information at the
time
of
promotion
Ethical
values
and principles are
maintained
for
promoting
the
products
and
services
At the time of
Information
dissemination
and
disclosers
ethical values are
considers
Section 6: Corrective Advertising
My
company
advertises
its
products
and
services
by
maintain
the
ethical marketing
code of conducts
My company has
taken
separate
steps
for
increasing
the
ethical values of
the advertisement
of my company
My
companys
advertisement
strategies
and
policies
are
ethical in nature
Section 7: Positive Effects on the Consumers (PEC)

PEC1
PEC2
Ethical marketing
and
strategies
have
positive
effect
on
the
customers of my
company
My
companys
customers
are
satisfied with my
68
PEC3
companys ethical
rule
and
regulations
Ethical marketing
attracts
more
customers
towards
my
company
Section 8: Competitive Advantage

Compe
titive
Advant
age1
Compe
titive
Advant
age2
Compe
titive
Advant
age3
For increasing the

competitive
advantages of my
company
considers
the
customers'
feedback
Competitive
advantage takes
place
in
my
company through
the
interactive
policies
and
strategies
My
company
regularly
takes
different strategies
for the increment
of the competitive
advantages over
its competitors
Appendix B
CONSENT FORM
Please give tick mark to the () relevant boxes
69

1. I confirm, the information sheet is clear to me
2. I am aware of my participation
3. I provide permission to participate
4. I give my consent to remain confidential members at the focus group
5. I am glad to be approached
Signature:
Date:
70
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Ethical Marketing

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PRIME research: 01734449991

A study of the impact of ethical marketing

PRIME research: 01734449991

To understand about how important it is to practice ethical marketing in the

PRIME research: 01734449991

Background of the research ....................................................................................... 6

Rationale of the research............................................................................................. 7

Aims of the research ...................................................................................................... 9

Objectives of the research:.......................................................................................... 9

Research hypothesis .................................................................................................. 10

Chapter 2:Literature review ..................................................................................................... 10

Relationship between ethical marketing and competitive advantage ... 14

Conceptual framework .............................................................................................. 22

Chapter 3: Methodology of the research.............................................................................. 25

Philosophy of the research ...................................................................................... 25

3.2Approach of the research ................................................................................................ 25

Research Strategy: ...................................................................................................... 26

Type of the investigation/Design .......................................................................... 27

Data collection methods .............................................................................................. 28

Sampling method ......................................................................................................... 28

Data analysis ................................................................................................................. 29

Ethical issues ................................................................................................................. 30

Accessibility issues ..................................................................................................... 30

3.10 Limitations ..................................................................................................................... 31

PRIME research: 01734449991

Figure 1: GM (Question one) .................................................................................................... 36

PRIME research: 01734449991

Table 1: Demographic variables ............................................................................................. 33

PRIME research: 01734449991

PRIME research: 01734449991

1.2 Rationale of the research

PRIME research: 01734449991

PRIME research: 01734449991

1.3 Aims of the research

1.4 Objectives of the research:

O To study the components and dimensions of ethical marketing.

1.5 Research questions:

What are the key dimensions of ethical marketing strategies?(of Waitrose in

What are the major components of ethical marketing practices?

How ethical marketing practices are related to gain sustainable competitive

PRIME research: 01734449991

What is the current/general practices related to ethical marketing?

1.6 Research hypothesis

Chapter 2:Literature review

2.1 The concept of Ethical marketing

PRIME research: 01734449991

PRIME research: 01734449991

2.2 Different ways of ethical marketing

2.2.1 General standards of truth:

PRIME research: 01734449991

2.2.3 Advertising and promotion:

Manufacturing and endorsement of products: Chatzidakis (2014) mentioned that

2.2.4 Consumers centricity in ethical marketing practice:

PRIME research: 01734449991

Compliance with regulations and standards: Nwachukwu et al., (1997) emphasized

2.4 Relationship between ethical marketing and competitive advantage

PRIME research: 01734449991

PRIME research: 01734449991

Source :(marketing director, 2011)

PRIME research: 01734449991

strongly(O'Shaughnessy, 2002). There are community activist about healthy food,

PRIME research: 01734449991

Figure- Model of ethical marketing

Source- Thompson, Strickland and Gamble, 2008