La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de perfumes de hombres y mujeres de Lima Metropolitana entre 31 y 40 años
Date
2019-02-21
Journal Title
Journal ISSN
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Publisher
Pontificia Universidad Católica del Perú
Abstract
La responsabilidad social empresarial (RSE) ha venido ganando relevancia a nivel
internacional. En el Perú, existen pocos estudios empíricos que permiten conocer su impacto
en el consumidor, algunos de ellos son las investigaciones desarrolladas por Maquina y
Morales (2009), Marquina (2013), y Marquina y Vásquez-Párraga (2013), las cuales buscan
determinar la influencia que la RSE tiene en el comportamiento de compra de los
consumidores de Lima Metropolitana.
La presente investigación tiene como objetivo determinar la influencia que la RSE
tiene en el comportamiento de compra de perfumes; para ello, se desarrolló un experimento
bajo la metodología de los modelos de elección discreta, con el objetivo de poder cuantificar
la intención de compra y la disposición a pagar por las acciones de responsabilidad social
desarrolladas por las empresas. El experimento se llevó a cabo utilizando una muestra por
conveniencia de 132 consumidores limeños en el mercado de perfumes en hombres y
mujeres, cuyas edades fluctúan entre los 31 y 40 años.
Finalmente, cabe señalar que la presente tesis es una ampliación del alcance de la
investigación doctoral del profesor Percy Marquina Feldman, denominada La Influencia de la
Responsabilidad Social Empresarial en el Comportamiento de Compra de los Consumidores
Peruanos (Marquina, 2009). Esta investigación busca determinar si la relación identificada
originalmente por el Dr. Marquina también se presenta en la categoría de perfumes, tal como
el autor lo sugiere en sus recomendaciones finales. Con la autorización del autor, se ha
utilizado parte de su tesis, particularmente en lo que se refiere a la revisión de la literatura y
el método.
Corporate Social Responsibility (CSR) has been gaining relevance worldwide. In Peru there are few empirical studies that provide insight into the impact on the consumer, some of these are the studies developed by Marquina & Morales (2009), Marquina (2013), and Marquina & Vasquez Parraga (2013) which seek to determine the influence the CSR has on the purchasing behavior of the Peruvian consumers in urban Lima. The objective of the present study is to determine the influence that CSR has in the purchasing behavior of perfumes; for this an experiment was developed using the methodology of the discrete election models with the objective of being able to quantify the purchasing intention and the disposition to pay for the actions developed by the companies. The experiment was carried out using a convenience sample of 130 urban Lima consumers in the male and female perfume market and whose ages fluctuate between 31 and 40 years. Finally, it should be noted that the present study is an extension of the scope of the doctoral investigation of Professor Percy Marquina Feldman, known as The Influence of the Corporate Social Responsibility in the Purchasing Behavior of Peruvian Consumers (Marquina 2009). This study looks to determine if the relationship originally identified by Professor Marquina is also present in the category of perfumes, just as the author suggested in his final recommendations. With his authorization a part of his thesis has been used especially that concerning the revision of the literature and the methodology.
Corporate Social Responsibility (CSR) has been gaining relevance worldwide. In Peru there are few empirical studies that provide insight into the impact on the consumer, some of these are the studies developed by Marquina & Morales (2009), Marquina (2013), and Marquina & Vasquez Parraga (2013) which seek to determine the influence the CSR has on the purchasing behavior of the Peruvian consumers in urban Lima. The objective of the present study is to determine the influence that CSR has in the purchasing behavior of perfumes; for this an experiment was developed using the methodology of the discrete election models with the objective of being able to quantify the purchasing intention and the disposition to pay for the actions developed by the companies. The experiment was carried out using a convenience sample of 130 urban Lima consumers in the male and female perfume market and whose ages fluctuate between 31 and 40 years. Finally, it should be noted that the present study is an extension of the scope of the doctoral investigation of Professor Percy Marquina Feldman, known as The Influence of the Corporate Social Responsibility in the Purchasing Behavior of Peruvian Consumers (Marquina 2009). This study looks to determine if the relationship originally identified by Professor Marquina is also present in the category of perfumes, just as the author suggested in his final recommendations. With his authorization a part of his thesis has been used especially that concerning the revision of the literature and the methodology.
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Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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