La influencia de la responsabilidad social empresarial en el comportamiento de compra de las consumidoras peruanas de cámaras fotográficas de 25 a 30 años en Lima Metropolitana, Perú
Date
2019-03-05
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
La responsabilidad social empresarial (RSE) ha venido adquiriendo relevancia a nivel
internacional. En el Perú, afortunadamente ya existen estudios empíricos que permiten
conocer su impacto en el consumidor. Esta investigación busca ahondar en la influencia que
la RSE tiene en el comportamiento de compra de las consumidoras de cámaras fotográficas
de 25 a 30 años a nivel de Lima Metropolitana. 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 compuesta por 132 consumidoras. La investigación brinda evidencia empírica
sobre la relación positiva existente entre la responsabilidad social empresarial y el
comportamiento de compra de la muestra. Los resultados del estudio indican que el efecto de
las competencias corporativas en su conjunto es superior, aunque no relevante, al de la
responsabilidad social empresarial.
Esta tesis es una ampliación del alcance de la investigación doctoral del profesor
Percy Samoel Marquina Feldman, La Influencia de la Responsabilidad Social Empresarial en
el Comportamiento de Compra de los Consumidores Peruanos (Marquina, 2009). Esta tesis
de maestría busca validar si la relación identificada originalmente por el profesor Marquina
también se presenta en la categoría de consumidoras peruanas de cámaras fotográficas de 25
a 30 años en Lima Metropolitana, Perú, tal como el autor lo sugiere en sus recomendaciones
finales. Con la autorización del autor, se ha utilizado partes de su tesis, particularmente en lo
que se refiere a la revisión de la literatura y el método.
Corporate Social Responsibility has been gaining relevance globally, and in Perú, fortunately there are already empirical studies that allow to knowing its impact in consumers. This investigation will try to deepen in influence that Corporate Social Responsibility has in purchase behavior in 25 to 30 year old female consumers of photographic cameras, in metropolitan Lima. An experiment under the Discrete Choice Demand Method was developed with the purpose of quantifying the purchase intention and willingness to pay for the social responsibility actions developed by companies. The experiment was conducted using a convenience sample of 132 female consumers. The investigation provides empirical evidence of the positive relationship existing between the Corporate Social Responsibility and the purchase behavior in the sample. The results of the study show that the effect of Corporate Competencies altogether is superior, even though not relevant, to the Corporate Social Responsibility. This thesis is an expansion the the scope of the doctoral investigation by professor Percy Samoel Marquina Feldman, The influence of Corporate Social Responsibility in purchase behavior of peruvian consumers (CENTRUM, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This Mastery Thesis tries to validate if the relationship originally identified by professor Marquina is also present in the category of peruvian 25 to 30 year old female consumers of photographic cameras in Metropolitan Lima, Perú, as the author suggests in his final recommendations. With the author's authorization, parts of his thesis have been used, particularly with regard to the revision of literature and method.
Corporate Social Responsibility has been gaining relevance globally, and in Perú, fortunately there are already empirical studies that allow to knowing its impact in consumers. This investigation will try to deepen in influence that Corporate Social Responsibility has in purchase behavior in 25 to 30 year old female consumers of photographic cameras, in metropolitan Lima. An experiment under the Discrete Choice Demand Method was developed with the purpose of quantifying the purchase intention and willingness to pay for the social responsibility actions developed by companies. The experiment was conducted using a convenience sample of 132 female consumers. The investigation provides empirical evidence of the positive relationship existing between the Corporate Social Responsibility and the purchase behavior in the sample. The results of the study show that the effect of Corporate Competencies altogether is superior, even though not relevant, to the Corporate Social Responsibility. This thesis is an expansion the the scope of the doctoral investigation by professor Percy Samoel Marquina Feldman, The influence of Corporate Social Responsibility in purchase behavior of peruvian consumers (CENTRUM, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This Mastery Thesis tries to validate if the relationship originally identified by professor Marquina is also present in the category of peruvian 25 to 30 year old female consumers of photographic cameras in Metropolitan Lima, Perú, as the author suggests in his final recommendations. With the author's authorization, parts of his thesis have been used, particularly with regard to the revision of literature and method.
Description
Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
Citation
Endorsement
Review
Supplemented By
Referenced By
Creative Commons license
Except where otherwised noted, this item's license is described as info:eu-repo/semantics/openAccess