La influencia de la responsabilidad social empresarial en el comportamiento de compra de galletas de los consumidores en rango de edad de 41 a 50 años en Lima
Date
2019-02-25
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
La presente investigación busca determinar la influencia que tiene la Responsabilidad
Social Empresarial en el comportamiento de compra de galletas en el consumidor a nivel de
Lima. Para ello, se llevó a cabo un experimento bajo la metodología de los Modelos de
Elección Discreta con el objetivo de poder cuantificar la intención de compra de galletas, y la
disposición a pagar o adquirirlas en función al trabajo de responsabilidad social realizado por
las empresas productoras y/o comercializadoras. Dicho estudio se realizó en una muestra de
132 consumidores limeños, realizado mediante un muestreo por conveniencia, de ambos
sexos entre los 41 y 50 años de edad. La investigación realizada brindó evidencia de una
relación positiva existente entre la Responsabilidad Social Empresarial y el comportamiento
de compra de galletas de la muestra aplicada. Los resultados de la presente investigación
indican que el efecto de la Responsabilidad Social Empresarial en su conjunto es superior al
de las Competencias Corporativas.
La presente tesis es una ampliación del alcance de la investigación doctoral del
profesor Percy Samoel Marquina Feldman (2009), 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). Así, se pretende validar si la relación identificada originalmente por el profesor
Marquina también se presenta en la categoría de galletas, 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 literatura y el método.
This paper aims to measure the impact of Corporate Social Responsibility on the cookiepurchasing behavior of consumers in Lima. On our approach, we used a discrete choice model methodology to quantify the consumer’s intention to purchase cookies, and their willingness to pay or acquire them based on the social responsibility work carried by production or merchandizing companies. This study was conducted on a non-stratified randomized sample of 132 consumers in Lima, both female and male, that were between the ages of 41 and 50. This research provides evidence of a positive relationship between corporate social responsibility and the purchasing behavior of the individuals in the sample. Thus, the results indicate that the effect of social responsibility outweighs the effect of corporate competencies. This thesis is an extension of the work conducted by Professor Percy Samoel Marquina Feldman (2009) “La Influencia de la Responsabilidad Social Empresarial en el Comportamiento de Compra de los Consumidores Peruanos” (CENTRUM, 2009). Thus, it seeks to validate if the relationship originally identified by Professor Marquina can also be found in the cookie industry, as the author suggests in his final remarks. With the author’s permission, some parts of his thesis have been used, mainly those that refer to the literature review and methodology.
This paper aims to measure the impact of Corporate Social Responsibility on the cookiepurchasing behavior of consumers in Lima. On our approach, we used a discrete choice model methodology to quantify the consumer’s intention to purchase cookies, and their willingness to pay or acquire them based on the social responsibility work carried by production or merchandizing companies. This study was conducted on a non-stratified randomized sample of 132 consumers in Lima, both female and male, that were between the ages of 41 and 50. This research provides evidence of a positive relationship between corporate social responsibility and the purchasing behavior of the individuals in the sample. Thus, the results indicate that the effect of social responsibility outweighs the effect of corporate competencies. This thesis is an extension of the work conducted by Professor Percy Samoel Marquina Feldman (2009) “La Influencia de la Responsabilidad Social Empresarial en el Comportamiento de Compra de los Consumidores Peruanos” (CENTRUM, 2009). Thus, it seeks to validate if the relationship originally identified by Professor Marquina can also be found in the cookie industry, as the author suggests in his final remarks. With the author’s permission, some parts of his thesis have been used, mainly those that refer to the literature review and methodology.
Description
Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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