Primula thrives best in well-drained soil, where it gets some sun but can also do fine 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!
This plant dies in the winter and sprouts again in the spring. Just before the new shoots emerge, you can cut off or remove the old leaves.
General care tips can be found here