La influencia de la responsabilidad social empresarial en el comportamiento de compra de las consumidoras de café dentro del rango etario de 25 a 30 años que residen en Lima Metropolitana
Date
2019-02-28
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Journal ISSN
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Publisher
Pontificia Universidad Católica del Perú
Abstract
Esta tesis es una ampliación del alcance de la investigación doctoral del profesor Percy
Samoel Marquina Feldman, ―La influencia de la Responsabilidad Social Empresarial (RSE) en el
comportamiento de compra de los consumidores peruanos‖ (CENTRUM, 2009). Esta tesis de
maestría busca validar si la relación identificada originalmente por el profesor Marquina también
se presenta en la categoría de consumo de café por mujeres de Lima Metropolitana dentro del
rango etario de 25 a 30 años, tal como el autor lo sugiere en sus recomendaciones finales. Con la
autorización del autor, se ha utilizado partes de su tesis, particularmente en las que se refiere a la
revisión de la literatura y el método.
Si bien la responsabilidad social empresarial (RSE) ha venido ganando relevancia a nivel
internacional, en el Perú solo existe un estudio empírico que permite conocer su impacto en el
consumidor, como es el caso del estudio mencionado anteriormente. Esta investigación busca
determinar la influencia que la RSE tiene en el comportamiento de compra de café de las mujeres
de 25 a 30 años de edad, a nivel Lima Metropolitana. Se desarrolló un experimento bajo 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. El experimento se llevó a cabo utilizando una muestra aleatoria estratificada de
132 consumidoras limeñas de café dentro del rango etario consignado anteriormente. La
investigación brinda evidencia empírica de la relación positiva existente entre la RSE y el
comportamiento de compra de la muestra. Los resultados del estudio indican que el efecto de las
competencias corporativas en su conjunto es superior al de las RSE.
This thesis is an extension of Professor Percy Samoel Marquina Feldman doctoral dissertation scope, *Corporate Social Responsibility (CSR) Influence in the Peruvian consumers purchasing behavior* (CENTRUM, 2009). The purpose of this Master's dissertation is to validate whether the relationship originally identified by Professor Marquina appears in the category of female coffee drinkers in Lima between the ages of 25 to 30 years, as suggested by the author in the final recommendations. Parts of his dissertation were employed with author's consent, mainly the review of literature and the method. While CSR has gained international relevance, in Peru, there is only an empirical study that reveals its impact on the consumer, as in the abovementioned study. The purpose is to determine the influence that CSR has on coffee purchase behavior of women between 25 and 30 years old in Lima. The experiment was developed under the Methodology of Discrete Choice Models in order to quantify the purchase intention and willingness to pay for social responsibility actions developed by companies. It was carried out by using a stratified random sample of 132 coffee consumers in Lima within the age range above assigned. The research provides empirical evidence of the positive relationship between CSR and the sample purchase behavior. The results show that the effect of the Corporate Competencies as a whole is greater than the CSR.
This thesis is an extension of Professor Percy Samoel Marquina Feldman doctoral dissertation scope, *Corporate Social Responsibility (CSR) Influence in the Peruvian consumers purchasing behavior* (CENTRUM, 2009). The purpose of this Master's dissertation is to validate whether the relationship originally identified by Professor Marquina appears in the category of female coffee drinkers in Lima between the ages of 25 to 30 years, as suggested by the author in the final recommendations. Parts of his dissertation were employed with author's consent, mainly the review of literature and the method. While CSR has gained international relevance, in Peru, there is only an empirical study that reveals its impact on the consumer, as in the abovementioned study. The purpose is to determine the influence that CSR has on coffee purchase behavior of women between 25 and 30 years old in Lima. The experiment was developed under the Methodology of Discrete Choice Models in order to quantify the purchase intention and willingness to pay for social responsibility actions developed by companies. It was carried out by using a stratified random sample of 132 coffee consumers in Lima within the age range above assigned. The research provides empirical evidence of the positive relationship between CSR and the sample purchase behavior. The results show that the effect of the Corporate Competencies as a whole is greater than the CSR.
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Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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