La influencia de la responsabilidad social empresarial en el comportamiento de compra de café de los consumidores de la ciudad de Arequipa
Date
2019-03-08
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
La Responsabilidad Social Empresarial ha ganado relevancia en el ámbito
internacional y también en el Perú; sin embargo, en el país solo existe un estudio que
permite conocer su impacto en el consumidor. Esta investigación complementará los
hallazgos realizados en dicho estudio y confirmará la influencia de la Responsabilidad
Social Empresarial en el comportamiento de compra de café de los peruanos en la
ciudad de Arequipa. Para ello, se desarrolló un experimento bajo 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
desarrolladas por las empresas. El experimento se desarrolló utilizando una muestra
aleatoria de 132 consumidores en la ciudad de Arequipa. La investigación brinda
evidencia empírica de la relación positiva existente entre la Responsabilidad Social
Empresaria 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 del
profesor Percy Samoel Marquina Feldman titulada 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 validará si la
relación identificada originalmente por el profesor Marquina también se presenta en la
categoría de consumo de café, tal como el autor lo sugiere en sus recomendaciones
finales. Con la autorización del autor, se utilizó partes de su tesis, particularmente en
lo referido a la revisión de la literatura y el método.
Corporate Social Responsibility has gained prominence the entire world and also in Peru, but in the country there is only one investigation to understand the Corporate Social Responsibility impacts on the consumer. This research will complement the findings in this study and also confirm the influence of Corporate Social Responsibility on buying behavior of coffee in the Peruvian citizens of Arequipa. For this, an experiment was conducted under the Methodology of Discrete Choice Model, in order to quantify the purchase intention and willingness to pay for the actions of social responsibility developed by companies. The experiment was conducted using a random sample of 132 consumers in Arequipa city. The research provides empirical evidence of the positive relationship between Corporate Social Responsibility and the buying behavior of the sample. Study results indicate that the effect of Corporate Social Responsibility as a whole is greater than the Corporate Abilities. This thesis is an extension of the scope of the doctoral research of Professor Percy Samoel Marquina Feldman entitled The Influence of Corporate Social Responsibility on Buying Behavior of Peruvian Consumers (CENTRUM, Business Center of the Pontificia Universidad Catolica del Peru. Lima 2009). This master thesis will validate whether the relationship originally identified by Professor Marquina also comes in the category of coffee consumption, as the author suggests in its final recommendations. With permission of the author, parts of his thesis were used, particularly the ones that regard to the literature review and method.
Corporate Social Responsibility has gained prominence the entire world and also in Peru, but in the country there is only one investigation to understand the Corporate Social Responsibility impacts on the consumer. This research will complement the findings in this study and also confirm the influence of Corporate Social Responsibility on buying behavior of coffee in the Peruvian citizens of Arequipa. For this, an experiment was conducted under the Methodology of Discrete Choice Model, in order to quantify the purchase intention and willingness to pay for the actions of social responsibility developed by companies. The experiment was conducted using a random sample of 132 consumers in Arequipa city. The research provides empirical evidence of the positive relationship between Corporate Social Responsibility and the buying behavior of the sample. Study results indicate that the effect of Corporate Social Responsibility as a whole is greater than the Corporate Abilities. This thesis is an extension of the scope of the doctoral research of Professor Percy Samoel Marquina Feldman entitled The Influence of Corporate Social Responsibility on Buying Behavior of Peruvian Consumers (CENTRUM, Business Center of the Pontificia Universidad Catolica del Peru. Lima 2009). This master thesis will validate whether the relationship originally identified by Professor Marquina also comes in the category of coffee consumption, as the author suggests in its final recommendations. With permission of the author, parts of his thesis were used, particularly the ones that regard to the literature review and method.
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Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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