ASSESMENT OF THE SOCIALLY RESPOSIBLE MARKETING PRACTICE IN THE CASE OF BGI ETHIOPIA PLC

Abstract

The concept of companies practicing socialty responsible marketing as a way to clearly communicate their positive social and environmental behaviors’ to consumers and society at large has become wide spread throughout the world. This may imply extra opportunity or monetary cast to companies. However companies engage in socially responsible marketing aiming to take responsibility in reducing and if possible avoiding negative consequences of their operaions. Having this in mind, this study has been designed with the main objective of assessing the social responsible marketing practices of BGI Ethiopia PLc 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 intrview was used for the purpose of data collection these were built from the variables staed 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 BGI’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 their positive findings there are certain gaps that restrain effective implementation of socially responsible marketing activities by BGI. Code of conduct as well as standards of behaviour are given small emphasis by the employees’ interms 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 BGI should forward more effort into the code of conduct implementation as well as the gops under health and safety and unethical practices to have a well-rounded social responsible marketing practice.