La influencia de la responsabilidad social empresarial en el comportamiento de compra de hamburguesas de los consumidores peruanos de la ciudad de Arequipa
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2018-10-05
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Pontificia Universidad Católica del Perú
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Si bien la responsabilidad social empresarial (RSE) ha venido ganando relevancia a
nivel internacional, en el Perú, con excepción de los trabajos de Marquina (2009), y
Marquina y Vásquez-Párraga (2013), no existían estudios empíricos que permitiesen conocer
su impacto en el consumidor. Como un aporte al tema, ésta investigación busca determinar la
influencia que la responsabilidad social empresarial tiene en el comportamiento de compra de
consumidores peruanos de hamburguesas en la ciudad de Arequipa.
Para ello, se desarrolló un experimento bajo la metodología de los modelos de
elección discreta. Este tuvo como objetivo el 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 de 132 consumidores arequipeños de
los cuales, en su mayoría, fueron amigos y familiares. 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 la RSE en su conjunto es superior
al de las competencias corporativas.
Finalmente, se debe indicar que esta tesis de maestría es una ampliación del alcance
de la investigación doctoral del profesor Marquina, denominada La Influencia de la
Responsabilidad Social Empresarial en el Comportamiento de Compra de los Consumidores
Peruanos (Marquina, 2009). Este trabajo de maestría busca validar si la relación identificada
originalmente por Marquina también se presenta en la categoría de hamburguesas, tal como el
autor lo sugiere en sus recomendaciones finales. Con la autorización del autor, se ha utilizado
partes de su investigación; particularmente, en lo que se refiere a la revisión de la literatura y
el método
Even though corporate social responsibility (CSR) has been gaining relevance at an international level, in Peru, with the exception of Marquina (2009) and Marquina & Vasquez- Parraga (2013), there were no empirical studies that would allow to know its impact on the consumer. As a contribution to the subject, this study looks to determine the influence that the corporate social responsibility has on the purchasing behavior of hamburgers of Peruvian consumers in the city of Arequipa. For this, an experiment was carried out using the methodology of discrete choice models. The objective was that of being able to quantify the purchasing intention and the willingness to pay for the corporate social responsibility actions carried out by companies. The experiment was conducted using a sample of 132 consumers of Arequipa of which a majority were friends and family. The study provides empirical evidence of the positive relationship that exists between CSR and the purchasing behavior of the sample. The results indicate that the effect of CSR as a whole is superior to that of the corporate competencies. Finally, it should be noted that this study is an extension of the scope of the doctoral investigation of Professor Marquina, known as The Influence of the Corporate Social Responsibility in the Purchasing Behavior of Peruvian Consumers (Marquina 2009). This study looks to validate if the relationship originally identified by Marquina is also present in the category of hamburgers, just as the author suggested in his final recommendations. With the authorization of the author a part of his thesis has been used especially that concerning the revision of the literature and the methodology
Even though corporate social responsibility (CSR) has been gaining relevance at an international level, in Peru, with the exception of Marquina (2009) and Marquina & Vasquez- Parraga (2013), there were no empirical studies that would allow to know its impact on the consumer. As a contribution to the subject, this study looks to determine the influence that the corporate social responsibility has on the purchasing behavior of hamburgers of Peruvian consumers in the city of Arequipa. For this, an experiment was carried out using the methodology of discrete choice models. The objective was that of being able to quantify the purchasing intention and the willingness to pay for the corporate social responsibility actions carried out by companies. The experiment was conducted using a sample of 132 consumers of Arequipa of which a majority were friends and family. The study provides empirical evidence of the positive relationship that exists between CSR and the purchasing behavior of the sample. The results indicate that the effect of CSR as a whole is superior to that of the corporate competencies. Finally, it should be noted that this study is an extension of the scope of the doctoral investigation of Professor Marquina, known as The Influence of the Corporate Social Responsibility in the Purchasing Behavior of Peruvian Consumers (Marquina 2009). This study looks to validate if the relationship originally identified by Marquina is also present in the category of hamburgers, just as the author suggested in his final recommendations. With the authorization of the author a part of his thesis has been used especially that concerning the revision of the literature and the methodology
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Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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