La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores del segmento hombres de 18 a 24 años en el rubro de perfumes de la ciudad de Lima - Perú
Date
2019-02-25
Journal Title
Journal ISSN
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Publisher
Pontificia Universidad Católica del Perú
Abstract
La investigación se realizó en la ciudad de Lima entre los meses de junio y setiembre
del 2013, sobre la base de una muestra por conveniencia de consumidores hombres de 18 a
24 años de edad. Su propósito fue determinar si existía una relación significativa entre la
responsabilidad social empresarial (RSE), las competencias corporativas (CC) y el consumo
socialmente responsable (CnSR) de los consumidores hombres de 18 a 24 años a nivel de
Lima. Además, se buscó medir la preferencia de los consumidores en términos de su
intención de compra y disposición a pagar (DAP).
El estudio se justificó por su valor teórico en países en vías de desarrollo, relevancia
social y académica, y por los beneficios económicos que proporciona a la clase empresarial al
medir el impacto de sus acciones de RSE en el comportamiento de compra del consumidor
peruano a nivel de Lima. Los resultados sugieren que los entrevistados, para el caso del
producto perfume, valoran el compromiso con el medio ambiente como el atributo más
importante de la RSE y la calidad como el atributo más importante de las CC, por lo que se
concluye que cada uno de los atributos de la RSE y de las CC está relacionado
significativamente con el CnSR.
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 perfumes, tal como el autor lo sugirió en sus
recomendaciones finales. Con la autorización del autor, se ha utilizado partes de su tesis,
particularmente en lo concerniente a la revisión de la literatura y el método.
The study was carried out in the city of Lima between the months of June and September 2013, using a convenience sample of male consumers between 18 and 24 years old. The objective was to determine if there existed a significant relationship between corporate social responsibility (CSR), the corporate competencies (CC) and socially responsible consumption (SRC) of the male consumers between 18 and 24 years old at the city of Lima. In addition, the preference was also measured in relation to their purchasing intention and the disposition to pay (DTP). The study was justified by its theoretical value in developing countries, social and academic relevance and by the economic benefits that they provide to the entrepreneurial class by measuring the impact of the CSR actions in the purchasing behavior of the Peruvian consumer. The results suggest that the interviewed, for the case of the product perfume, value the commitment to the environment as the most important attribute of the CSR and the quality as the most important attribute of the CC, with the conclusion being that each of the attributes of the CSR an CC are significantly and positively related to the SRC. 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 validate if the relationship originally identified by the author is also present in the category of perfumes, just as the author suggested in his final recommendations. With the authorization of the author, a part of his thesis has been used especially that concerning the revision of the literature and the methodology.
The study was carried out in the city of Lima between the months of June and September 2013, using a convenience sample of male consumers between 18 and 24 years old. The objective was to determine if there existed a significant relationship between corporate social responsibility (CSR), the corporate competencies (CC) and socially responsible consumption (SRC) of the male consumers between 18 and 24 years old at the city of Lima. In addition, the preference was also measured in relation to their purchasing intention and the disposition to pay (DTP). The study was justified by its theoretical value in developing countries, social and academic relevance and by the economic benefits that they provide to the entrepreneurial class by measuring the impact of the CSR actions in the purchasing behavior of the Peruvian consumer. The results suggest that the interviewed, for the case of the product perfume, value the commitment to the environment as the most important attribute of the CSR and the quality as the most important attribute of the CC, with the conclusion being that each of the attributes of the CSR an CC are significantly and positively related to the SRC. 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 validate if the relationship originally identified by the author is also present in the category of perfumes, just as the author suggested in his final recommendations. With the authorization of the author, 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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