Ethical performance and relationship building in retailing india

ethical performance and relationship building in retailing india

Satisfaction is an overall evaluation of performance based on all prior . Building on equity theory, ethical sales behaviour can be “Customer-Sales Associate Retail Relationships”, Journal of Retailing, 72, 3,. pp .. Results from a study of pharmaceutical salespeople in India suggest that flow. Ethical Behavior in the Retailer-Employee Relationship; 5. Restriction on the use of sign can also impact site selection Adobe style (Mud bricks) of building in Mexico; In India, though there is a ban on advertising of such products, manufacturers are still able to . LinkedIn Corporation © ×. Building and Sustaining Relationships in Retailing in retailing To consider the interplay between retailers' ethical performance and relationships in retailing.

Satisfying Basic Human Needs: Being fair, honest and ethical is one the basic human needs.

ethical performance and relationship building in retailing india

Every employee desires to be such himself and to work for an organization that is fair and ethical in its practices. An organization that is believed to be driven by moral values is respected in the society even by those who may have no information about the working and the businesses or an organization.

Ethics in Advertising

Infosys, for example is perceived as an organization for good corporate governance and social responsibility initiatives. This perception is held far and wide even by those who do not even know what business the organization is into. Uniting People and Leadership: An organization driven by values is revered by its employees also.

They are the common thread that brings the employees and the decision makers on a common platform. This goes a long way in aligning behaviors within the organization towards achievement of one common goal or mission. The same holds true for organizations.

  • Ethics in Advertising

Decisions are driven by values. Ethics is the most important feature of the advertising industry. Nowadays, ads are more exaggerated and a lot of puffing is used. It seems like the advertisers lack knowledge of ethical norms and principles.

Importance of Ethics

The main area of interest for advertisers is to increase their sales, gain more and more customers, and increase the demand for the product by presenting a well decorated, puffed and colorful ad. They claim that their product is the best, having unique qualities than the competitors, more cost effective, and more beneficial.

But most of these ads are found to be false, misleading customers and unethical. The best example of these types of ads is the one which shows evening snacks for the kids, they use coloring and gluing to make the product look glossy and attractive to the consumers who are watching the ads on television and convince them to buy the product without giving a second thought. Ethics in Advertising is directly related to the purpose of advertising and the nature of advertising.

Sometimes exaggerating the ad becomes necessary to prove the benefit of the product.

ethical performance and relationship building in retailing india

Thus, the purpose of advertising was only to inform women about the product quality. Obviously, every woman knows that this cannot practically happen but the ad was accepted.

Importance of Ethics

Ethics also depends on what we believe. If the advertisers make the ads on the belief that the customers will understand, persuade them to think, and then act on their ads, then this will lead to positive results and the ad may not be called unethical. But at the same time, if advertisers believe that they can fool their customers by showing any impractical things like just clicking fingers will make your home or office fully furnished or just buying a lottery ticket will make you a millionaire, then this is not going to work out for them and will be called as unethical.

Recently, the Vetican issued an article which says ads should follow three moral principles - Truthfulness, Social Responsibility and Upholding Human Dignity. Generally, big companies never lie as they have to prove their points to various ad regulating bodies. Truth is always said but not completely.

ethical performance and relationship building in retailing india

Sometimes its better not to reveal the whole truth in the ad but at times truth has to be shown for betterment.