Influencia de la responsabilidad social empresarial en el comportamiento de compra de desodorantes en hombres de 18 a 24 años de Lima Metropolitana y Callao
Date
2019-02-21
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Existen diversos conceptos de Responsabilidad Social Empresarial y estos han
evolucionado con el transcurrir del tiempo, pero lo que no existe al 2013, es un estudio
empírico específico para el producto desodorante, que permita determinar si ésta produce o
no algún impacto en el comportamiento de compra de hombres de 18 a 24 años de Lima
Metropolitana y Callao.
La presente investigación pretende determinar la influencia que la Responsabilidad
Social Empresarial tiene en el comportamiento de compra de desodorantes en hombres de 18
a 24 años de Lima Metropolitana y Callao, Perú. Esta investigación se realizó mediante la
Metodología de los Modelos de Elección Discreta con el objetivo de cuantificar la intención
de compra y la disposición a pagar por las acciones de responsabilidad social en las empresas,
para lo cual se aplicó una encuesta a una muestra aleatoria simple no estratificada a 132
individuos, cuyos resultados muestran evidencia empírica que efectivamente existe relación
significativa entre Responsabilidad Social Empresarial y el comportamiento de compra del
grupo objetivo. Adicionalmente, los resultados indican que la Responsabilidad Social
Empresarial en su conjunto tiene mayor influencia que las Competencias Corporativas en la
decisión de compra.
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 (CENTRUM Católica, Centro
de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). Esta tesis de
maestría busca validar si la relación identificada originalmente por el profesor Marquina
también se presenta en la categoría de desodorantes tal como el autor lo sugiere en sus
recomendaciones finales. Con la autorización del autor, se ha utilizado partes de su tesis,
particularmente en los que se refiere a la revisión de la literatura y el método.
There exist various notions of the Corporate Social Responsibility which have been evolving with the passing of time. What still does not exist to date is an empirical study which allows it to be determined if the Peruvian consumer of deodorants, aged 18 to 24 years old in Lima y Callao, is or is not influenced by the product. The following investigation attempts to determine the influence that Corporate Social Responsibility has on the purchasing behavior of deodorants in deodorant consumers, aged 18 to 24 years old in Lima y Callao. This investigation was carried out by using the methodology of the Discreet Choice Model with the purpose of assessing the intention of purchase and the willingness to pay for the actions of Social Responsibility in businesses. Whereby, a poll on 132 consumers and a random sample was carried out and whose results revealed that there indeed exists a positive relationship between Corporate Social Responsibility and the purchasing behavior of the objective group. Additionally, the results also indicate that Corporate Social Responsibility has more of an influence on the purchase than Corporate Competencies. This thesis is a magnification of the reaches of the doctoral investigation carried out by professor Percy Samoel Marquina Feldman known for his work on, “La Influencia de la Responsabilidad Social Empresarial en el Comportamiento de Compra de los Consumidores Peruanos” (Centrum, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This thesis looks to validate if the if the relationship identified originally by professor Marquina is also applicable to the category of deodorants as suggested by the author on his final recommendations. With the permission of the author, parts of his thesis have been utilized in particular those which refer to the revision of the methodology and literature.
There exist various notions of the Corporate Social Responsibility which have been evolving with the passing of time. What still does not exist to date is an empirical study which allows it to be determined if the Peruvian consumer of deodorants, aged 18 to 24 years old in Lima y Callao, is or is not influenced by the product. The following investigation attempts to determine the influence that Corporate Social Responsibility has on the purchasing behavior of deodorants in deodorant consumers, aged 18 to 24 years old in Lima y Callao. This investigation was carried out by using the methodology of the Discreet Choice Model with the purpose of assessing the intention of purchase and the willingness to pay for the actions of Social Responsibility in businesses. Whereby, a poll on 132 consumers and a random sample was carried out and whose results revealed that there indeed exists a positive relationship between Corporate Social Responsibility and the purchasing behavior of the objective group. Additionally, the results also indicate that Corporate Social Responsibility has more of an influence on the purchase than Corporate Competencies. This thesis is a magnification of the reaches of the doctoral investigation carried out by professor Percy Samoel Marquina Feldman known for his work on, “La Influencia de la Responsabilidad Social Empresarial en el Comportamiento de Compra de los Consumidores Peruanos” (Centrum, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This thesis looks to validate if the if the relationship identified originally by professor Marquina is also applicable to the category of deodorants as suggested by the author on his final recommendations. With the permission of the author, parts of his thesis have been utilized in particular those which refer to the revision of the methodology and literature.
Description
Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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