En los últimos años a nivel global, la Responsabilidad Social Empresarial ha asumido
un rol protagónico siendo cada vez mayor el número de empresas que asignan recursos para
actividades de responsabilidad social y evidenciarla. En el Perú, el Dr. Marquina es uno de los
pocos investigadores que se han ocupado del tema a nivel de Lima. Específicamente en
Tarapoto no existen estudios que investiguen la influencia de la Responsabilidad Social
Empresarial en la percepción del consumidor. Esta investigación ha sido desarrollada con la
finalidad de conocer si los consumidores de Tarapoto deciden sus compras teniendo en cuenta
la Responsabilidad Social Empresarial implícita en el producto. Para la investigación se
utilizó la Metodología de los Modelos de Elección discreta, con la finalidad de conocer y
cuantificar la intención de compra y el reconocimiento del cliente por las acciones de
responsabilidad social, desarrolladas por los fabricantes. La muestra consiste en 132
consumidores de Tarapoto y el resultado es la evidencia empírica de la relación entre la RSE
y el comportamiento de compra. Los resultados del estudio indican que el efecto de la
Responsabilidad Social y las Competencias Corporativas están relacionados de manera
significativa y positiva con el Consumo Socialmente Responsable. / In recent years globally, corporate social responsibility has taken a leading role
increasing with the number of companies that show and allocate resources to social
responsibility activities. In Peru, Dr. Marquina is one of the few researchers who have
addressed the issue for Lima. In Tarapoto no studies have investigated the influence of CSR
on consumer perception. This research has been developed in order to know if Tarapoto
consumers decide to shop considering implicit CSR in the product. The Methodology of
Discrete Choice Models was used for this research in order to understand and quantify the
purchase intention and customer recognition for the actions of social responsibility developed
by manufacturers. The sample consists of 132 consumers of Tarapoto and the result is the
empirical evidence of the relationship between CSR and purchase behavior. Study results
indicate that the effect of Corporate Social Responsibility and Corporate Competencies are
significantly and positively related with the Socially Responsible Consumption. This thesis is
an extension of the scope of the doctoral research of Professor Percy Samoel Marquina
Feldman (2009), The Influence of Corporate Social Responsibility on Buying Behavior of
Consumers Peruvians (Pontifical Catholic University of Peru: CENTRUM). This master
thesis seeks to validate whether the relationship originally identified by Professor Marquina
also comes in the category of soaps, such as the author suggests in its final recommendations.
With his permission we used parts of his thesis particularly in regard to the literature review
and method.
| Identifer | oai:union.ndltd.org:PUCP/oai:tesis.pucp.edu.pe:20.500.12404/14185 |
| Date | 10 May 2019 |
| Creators | Cudeña Rengifo, Lucy Donatta, Del Aguila García, José Federico, Gil Zamora, Patricia Paola, Torre Reyes, César Augusto |
| Contributors | Rojas Valdez, Kelly |
| Publisher | Pontificia Universidad Católica del Perú, PE |
| Source Sets | Pontificia Universidad Católica del Perú |
| Language | Spanish |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess, http://creativecommons.org/licenses/by-nc-nd/2.5/pe/ |
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