La influencia de la responsabilidad social empresarial en el comportamiento de compra de chocolates de los consumidores de la ciudad de Arequipa
Date
2019-03-11
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
En los últimos años, un gran número de empresas alrededor del mundo, han
reconocido los beneficios de incorporar prácticas y políticas socialmente responsables en
sus organizaciones. Sus experiencias han sido respaldadas por una serie de análisis que
demuestran que la Responsabilidad Social Empresarial (RSE) tiene un impacto
importante en el comportamiento del consumidor y su decisión de compra; sin embargo,
en la ciudad de Arequipa, la segunda ciudad del Perú en importancia, no existían estudios
empíricos que permitiesen determinar esta influencia. Por lo tanto, se desarrolló un
experimento bajo la Metodología de los Modelos de Elección Discreta, utilizando una
muestra por conveniencia de 132 consumidores arequipeños; agrupados en cinco rangos
de edades y por género. La investigación brinda evidencia empírica de la relación
positiva existente entre las acciones de RSE implementadas por las empresas y la
decisión de compra de la muestra. Los resultados del estudio indican también que el
efecto de la Responsabilidad Social Empresarial en su conjunto es superior al de las
Competencias Corporativas.
Esta Tesis, es una ampliación del alcance de la investigación doctoral del profesor
Percy Samoel Marquina Feldman titulada 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 chocolates, 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 utilizado.
In recent years, a large number of companies around the world have recognized the benefits of incorporating socially responsible policies and practices in their organizations. Their experiences have been supported by a series of analyzes showing that Corporate Social Responsibility (CSR ) has an important impact in consumer behavior and buying decisions. However, in the city of Arequipa, Peru's second largest city in importance, there were no empirical studies that could allow determining this influence. Therefore, an experiment was developed under the Discrete Choice Models Methodology, using a convenience sampling of 132 consumers, grouped into five age ranges and gender. The research provides empirical evidence of the positive relationship between CSR initiatives implemented by companies and the purchase decision of the sample. Study results also indicate that the effect of Corporate Social Responsibility as a whole is greater than the Corporate Competencies. This thesis is an extension of the doctoral research of Professor Percy Samoel Marquina Feldman titled The influence of corporate social responsibility on buying behavior of Peruvian consumers (Marquina, 2009). This thesis seeks to validate whether the relationship originally identified by Professor Marquina is also shown in the chocolates category, as the author suggests in its final recommendations. With the author's permission, parts of his thesis have been used, particularly in regard to the literature review and the used method.
In recent years, a large number of companies around the world have recognized the benefits of incorporating socially responsible policies and practices in their organizations. Their experiences have been supported by a series of analyzes showing that Corporate Social Responsibility (CSR ) has an important impact in consumer behavior and buying decisions. However, in the city of Arequipa, Peru's second largest city in importance, there were no empirical studies that could allow determining this influence. Therefore, an experiment was developed under the Discrete Choice Models Methodology, using a convenience sampling of 132 consumers, grouped into five age ranges and gender. The research provides empirical evidence of the positive relationship between CSR initiatives implemented by companies and the purchase decision of the sample. Study results also indicate that the effect of Corporate Social Responsibility as a whole is greater than the Corporate Competencies. This thesis is an extension of the doctoral research of Professor Percy Samoel Marquina Feldman titled The influence of corporate social responsibility on buying behavior of Peruvian consumers (Marquina, 2009). This thesis seeks to validate whether the relationship originally identified by Professor Marquina is also shown in the chocolates category, as the author suggests in its final recommendations. With the author's permission, parts of his thesis have been used, particularly in regard to the literature review and the used method.
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Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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