La influencia de la responsabilidad social empresarial en el comportamiento de compra de lavadoras de los consumidores residentes en Arequipa
Date
2019-03-11
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
A la fecha, el concepto de responsabilidad social en el Perú tiene una mayor
relevancia, a pesar de ello, en la ciudad de Arequipa aún no existen investigaciones
que establezcan, a nivel empírico, si existe una relación entre la intención de compra
de los consumidores residentes en Arequipa y la responsabilidad social empresarial.
La presente investigación tratará de establecer si existe relación entre la
responsabilidad social empresarial y el comportamiento de compra de los peruanos,
en la ciudad de Arequipa. Esta investigación se basa en la metodología de los modelos
de elección discreta, que permite medir la intención de compra de lavadoras y si los
consumidores están dispuestos a pagar por las actividades de responsabilidad social
llevadas a cabo por las empresas. El experimento se realizó utilizando una muestra
aleatoria estratificada de 132 consumidores residentes en Arequipa. 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 del
estudio indican 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 de Percy
Samoel Marquina Feldman, cuyo título es 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). Esta tesis de Maestría busca validar si la relación identificada
originalmente por el investigador Marquina, también se presenta en la categoría de
lavadoras, tal como los autores lo sugieren en sus recomendaciones finales. Con la
autorización del autor, se han utilizado partes de su tesis, particularmente las que se
refieren a la revisión de la literatura y al método.
Corporate social responsibility has greater international relevance at the national context. Despite this, in Arequipa, there are no empirical studies to determine its impact on the consumer. This research seeks to determine the influence that corporate social responsibility has on purchasing behavior of washing machines in Arequipa. An 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 the companies. The experiment was carried out using a random sample of 132 Arequipa’s consumers. The research provides empirical evidence of the positive relationship between corporate social responsibility and purchase behavior of the sample washing machines. However, the study results indicate that the effect of corporate social responsibility as a whole is lower than corporate competencies. This thesis is an extension of the scope of the doctoral research of Percy Samoel Marquina Feldman, The Influence of Corporate Social Responsibility on Purchasing Behavior of Peruvian Consumers (CENTRUM, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This master thesis seeks to validate whether the relationship originally identified by Marquina also comes in the category of washing machines, as the author suggests in its final recommendations. With permission of the author, parts of his thesis have used, particularly those relating to the review of literature and method.
Corporate social responsibility has greater international relevance at the national context. Despite this, in Arequipa, there are no empirical studies to determine its impact on the consumer. This research seeks to determine the influence that corporate social responsibility has on purchasing behavior of washing machines in Arequipa. An 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 the companies. The experiment was carried out using a random sample of 132 Arequipa’s consumers. The research provides empirical evidence of the positive relationship between corporate social responsibility and purchase behavior of the sample washing machines. However, the study results indicate that the effect of corporate social responsibility as a whole is lower than corporate competencies. This thesis is an extension of the scope of the doctoral research of Percy Samoel Marquina Feldman, The Influence of Corporate Social Responsibility on Purchasing Behavior of Peruvian Consumers (CENTRUM, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This master thesis seeks to validate whether the relationship originally identified by Marquina also comes in the category of washing machines, as the author suggests in its final recommendations. With permission of the author, parts of his thesis have used, particularly those relating to the review of literature and method.
Description
Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
Citation
Endorsement
Review
Supplemented By
Referenced By
Creative Commons license
Except where otherwised noted, this item's license is described as info:eu-repo/semantics/openAccess