La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores peruanos de perfumes para el segmento de 41 a 50 años, a nivel Lima Metropolitana
Date
2019-02-25
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Un concepto que ha ganado notoriedad en los últimos años a nivel mundial es la
Responsabilidad Social Empresarial (RSE); y el Perú no ha sido ajeno a esta tendencia. Su
inclusión en el desenvolvimiento empresarial, así como del impacto que genera en la
intención de compra del consumidor. En este sentido, la presente investigación tiene como
objetivo determinar la influencia que la Responsabilidad Social Empresarial tiene en el
comportamiento de compra de los peruanos, a nivel Lima Metropolitana y sobre el producto
perfume en el segmento de adultos de 41 a 50 años. Para ello, se desarrolló un experimento
bajo la Metodología de los Modelos de Elección Discreta a fin de poder cuantificar la
intención de compra de perfumes y la inclinación a pagar por las acciones de responsabilidad
social realizadas por las empresas.
Para el desarrollo del experimento, se utilizó una muestra de 132 consumidores limeños cuya
edad varía entre 41 y 50 años. 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, si bien es cierto no es superior al de las Competencias
Corporativas, tiene una participación cercana al 40% en la decisión de compra de perfumes
del segmento bajo estudio.
Esta 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 (Pontificia Universidad
Católica del Perú: CENTRUM). Esta tesis de maestría busca validar si la relación identificada
originalmente por el profesor Marquina también se presenta en la categoría de perfumes tal
como el autor lo sugiere en sus recomendaciones finales. Con su autorización, se han utilizado partes de su tesis, particularmente en lo que se refiere a la revisión de la literatura y
el método.
A concept that has gained notoriety in recent years is the global corporate social responsibility (CSR), and Peru has not been immune to this trend. Their inclusion in the business development and the impact it has on the consumer intention purchase. In this sense, this investigation aims to determine the influence that CSR has on the buying behavior of the Peruvians, of Lima Metropolitan City, of the adult segment of 41 to 50 years, in the product perfume. For this purpose, an experiment on the Methodology of Discrete Choice Modeling was placed, in order to quantify the intention of buying perfumes and inclination to pay for social responsibility actions put in to practices by companies. For the development of the experiment, a sample of 132 Lima Metropolitan City consumers whose age varies Lima between 41 and 50 years was used. The research provides empirical evidence of the positive relationship between CSR and purchase behavior of the sample. Investigation results bring evidence that the effect of Corporate Social Responsibility, as a whole, even when is not superior to the Corporate abilities, has a share of around 40% on the purchase intention of perfume products in the segment under investigation. This thesis is an extension of the scope of the doctoral investigation of Professor Percy Samoel Marquina Feldman (2009), The Influence of Corporate Social Responsibility on Buying Behavior of Peruvians Consumers (Pontifical Catholic University of Peru: CENTRUM). This Master thesis seeks to validate whether the relationship originally identified by Professor Marquina also applies to the category of fragrances as suggested by the author in its final recommendations. With his authorization, we used parts of his thesis, particularly in regard to the literature and reviewed method.
A concept that has gained notoriety in recent years is the global corporate social responsibility (CSR), and Peru has not been immune to this trend. Their inclusion in the business development and the impact it has on the consumer intention purchase. In this sense, this investigation aims to determine the influence that CSR has on the buying behavior of the Peruvians, of Lima Metropolitan City, of the adult segment of 41 to 50 years, in the product perfume. For this purpose, an experiment on the Methodology of Discrete Choice Modeling was placed, in order to quantify the intention of buying perfumes and inclination to pay for social responsibility actions put in to practices by companies. For the development of the experiment, a sample of 132 Lima Metropolitan City consumers whose age varies Lima between 41 and 50 years was used. The research provides empirical evidence of the positive relationship between CSR and purchase behavior of the sample. Investigation results bring evidence that the effect of Corporate Social Responsibility, as a whole, even when is not superior to the Corporate abilities, has a share of around 40% on the purchase intention of perfume products in the segment under investigation. This thesis is an extension of the scope of the doctoral investigation of Professor Percy Samoel Marquina Feldman (2009), The Influence of Corporate Social Responsibility on Buying Behavior of Peruvians Consumers (Pontifical Catholic University of Peru: CENTRUM). This Master thesis seeks to validate whether the relationship originally identified by Professor Marquina also applies to the category of fragrances as suggested by the author in its final recommendations. With his authorization, we used parts of his thesis, particularly in regard to the literature and reviewed 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