La influencia de la responsabilidad social empresarial en el comportamiento de compra de cámaras fotográficas de los consumidores hombres entre 18 y 24 años en Lima, Perú
Date
2017-06-01
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
En los últimos años, la Responsabilidad Social Empresarial (RSE) ha venido ganando
relevancia a nivel internacional. Sin embargo, en el Perú, el primer estudio registrado sobre
este tema es 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 es una ampliación del alcance de la investigación antes
mencionada. La finalidad es validar si la relación identificada originalmente por el profesor
Marquina también se presenta en la categoría de cámaras fotográficas, específicamente en el
segmento de hombres entre 18 y 24 años de edad, 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.
El experimento se desarrolló mediante 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. En este
experimento se usó una muestra por conveniencia de 132 consumidores limeños
pertenecientes al segmento objetivo.
Finalmente, la investigación brinda evidencia empírica de la relación positiva
existente entre la responsabilidad social empresarial y el comportamiento de compra de la
muestra. Asimismo, los resultados del estudio indican que el efecto de las competencias
corporativas en su conjunto es superior al de la responsabilidad social empresarial en
contraposición a los resultados de la investigación del profesor Marquina
In the last few years, corporate social responsibility (CSR) has been gaining world relevance. In Peru, however, the first study registered on this subject is the doctoral investigation of Professor Percy Samoel Marquina Feldman called The Influence of Corporate Social Responsibility in the Purchasing Behavior of Peruvian Consumers (Marquina, 2009). The present study is an extension of the scope of the above mentioned investigation. The objective is to validate if the relationship originally identified by Professor Marquina is also present in the photographic camera category, specifically in the male age bracket of between 18 and 24 years of age, as the author suggests in his final recommendations. With the authorization of the author parts of his thesis have been used particularly in that regarding to the literature and the methodology. The experiment was developed under the methodology of the discrete choice models with the goal of being able to quantify the purchase intent and the disposition to pay for the corporate responsibility actions developed by companies. In this experiment a convenience sample of 132 Lima consumers was used belonging to the target segment. Finally, the study provides empirical evidence of the positive relationship that exists between corporate social responsibility and the purchasing behavior of the sample. The results of the study also indicate that the effect of corporate competencies as a whole is superior to that of corporate social responsibility in contraposition to the results in the study of Professor Marquina
In the last few years, corporate social responsibility (CSR) has been gaining world relevance. In Peru, however, the first study registered on this subject is the doctoral investigation of Professor Percy Samoel Marquina Feldman called The Influence of Corporate Social Responsibility in the Purchasing Behavior of Peruvian Consumers (Marquina, 2009). The present study is an extension of the scope of the above mentioned investigation. The objective is to validate if the relationship originally identified by Professor Marquina is also present in the photographic camera category, specifically in the male age bracket of between 18 and 24 years of age, as the author suggests in his final recommendations. With the authorization of the author parts of his thesis have been used particularly in that regarding to the literature and the methodology. The experiment was developed under the methodology of the discrete choice models with the goal of being able to quantify the purchase intent and the disposition to pay for the corporate responsibility actions developed by companies. In this experiment a convenience sample of 132 Lima consumers was used belonging to the target segment. Finally, the study provides empirical evidence of the positive relationship that exists between corporate social responsibility and the purchasing behavior of the sample. The results of the study also indicate that the effect of corporate competencies as a whole is superior to that of corporate social responsibility in contraposition to the results in the study of Professor Marquina
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Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cualitativa
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