ASSESSMENT OF THE SOCIALLY RESPONSIBLE MARKETING PRACTICE: IN THE CASE OF EAST AFRICA BOTTLING SHARE COMPANY (EABSC)

Abstract

The concept of companies practicing socially responsible marketing as a way to clearly communicate their positive social and environmental behaviors’ to consumers and society at large has become widespread throughout the world. This may imply extra opportunity or monetary cost to companies. However companies engage in Socially Responsible Marketing aiming to take responsibility in reducing and if possible avoiding negative consequences of their operations. Having this in mind, this study has been designed with the main objective of assessing the social responsible marketing practices of East Africa Bottling Share Company (EABSC) and to identify whether it aligns to the parameters stated as significant indicators of the Practice. The research was carried out through the use of case study design employed by using both qualitative and quantitative approaches. Both primary and secondary data collection instruments were used. Close ended as well as open ended questionnaire survey along with interview was used for the purpose of data collection these were built from the variables stated in the conceptual framework which were drawn from the literature review. The selections of the respondents were carried out by using purposive sampling technique because it was believed that employees with more experience in the company have the exposure as well as understanding of the subject matter. The findings show that EABSC’s Socially Responsible Marketing practices are respectable in terms of incorporating the society’s need for health and safety as well as concern for societal goals through avoiding unethical practices. Apart from these positive findings there are certain gaps that restrain effective implementation of Socially Responsible Marketing activities by EABSC. Code of conduct as well as standards of behavior are given small emphasis by the employees’ in terms of awareness and application. The Company also doesn’t reinforce monitoring mechanisms for the employee’s to execute code of conduct as well as standard of behavior in their tasks. Based on this, it is recommended that EABSC should forward more effort into the code of conduct implementation as well as the gaps under health and safety and unethical practices to have a well-rounded Social responsible Marketing Practice.