La influencia de la responsabilidad social empresarial en el comportamiento de compra de hamburguesas de consumidores de 41 a 50 años, Lima, 2013
Date
2018-05-09
Journal Title
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Publisher
Pontificia Universidad Católica del Perú
Abstract
Si bien la Responsabilidad Social Empresarial ha adquirido relevancia en el
ámbito internacional, en el Perú, existen escasos estudios empíricos que permiten
conocer el efecto producido en el consumidor. Esta investigación pretende determinar
la influencia que la Responsabilidad Social Empresarial tiene en el comportamiento
de compra de los consumidores de hamburguesas en el ámbito de Lima
Metropolitana. Se desarrolló un cuasi experimento bajo la Metodología de los
Modelos de Elección Discreta con el objetivo de poder conocer la magnitud de la
intención de compra y la disposición a pagar por las acciones de responsabilidad
social implementadas por las empresas. El cuasi experimento se realizó utilizando una
muestra por conveniencia de 132 consumidores de Lima Metropolitana. La
investigación brinda evidencia empírica de la relación positiva existente entre la
Responsabilidad Social Empresarial y el comportamiento de compra de la muestra.
Los resultados de la investigación indican que el efecto de las Competencias
Corporativas en su conjunto es superior al de la Responsabilidad Social Empresarial.
Con la autorización del Profesor Percy Marquina Feldman, se ha tomado como
referencia la metodología de su Tesis Doctoral sobre “La Influencia de la
Responsabilidad Social Empresarial en el Comportamiento de Compra de los
Consumidores Peruanos, CENTRUM Católica, Centro de Negocios de la Pontificia
Universidad Católica del Perú de 2009.
While CSR has gained importance in the international arena, in our country, there are few empirical studies that provide insight into the effect on the consumer. This research aims to determine the influence that CSR has on the buying behavior of consumers Hamburger on Metropolitan Lima. A quasi- experiment on the Methodology of Discrete Choice Models with the goal of getting to know the extent of the purchase intention and willingness to pay for social responsibility actions implemented by companies developed. The quasi- experiment was conducted using a convenience sample of 132 consumers in Metropolitan Lima. The research provides empirical evidence of the positive relationship between CSR and purchase behavior of the sample. The research results indicate that the effect of the Corporate Powers as a whole is greater than the CSR . With permission of Professor Percy Marquina Feldman, has been taken as reference methodology for her PhD thesis on The Influence of Corporate Social Responsibility on Buying Behavior of Peruvian Consumers CENTRUM Católica, Business Center of the Pontificia Universidad Catolica del Peru, 2009.
While CSR has gained importance in the international arena, in our country, there are few empirical studies that provide insight into the effect on the consumer. This research aims to determine the influence that CSR has on the buying behavior of consumers Hamburger on Metropolitan Lima. A quasi- experiment on the Methodology of Discrete Choice Models with the goal of getting to know the extent of the purchase intention and willingness to pay for social responsibility actions implemented by companies developed. The quasi- experiment was conducted using a convenience sample of 132 consumers in Metropolitan Lima. The research provides empirical evidence of the positive relationship between CSR and purchase behavior of the sample. The research results indicate that the effect of the Corporate Powers as a whole is greater than the CSR . With permission of Professor Percy Marquina Feldman, has been taken as reference methodology for her PhD thesis on The Influence of Corporate Social Responsibility on Buying Behavior of Peruvian Consumers CENTRUM Católica, Business Center of the Pontificia Universidad Catolica del Peru, 2009.
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Keywords
Responsabilidad social empresarial, Comportamiento del consumidor
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