This plant thrives best in well-drained soil, where it gets some sun but also does well in partial shade. To make the flowering period last longer, it is smart to regularly remove the spent flowers. That way you can enjoy the floral splendor for longer!
The Primula plant dies in winter and sprouts again in spring unless it has frozen too hard (up to -5 °C). Just before the new shoots emerge, you can cut off or remove the old leaves.
General care tips can be found here