Bibliographic citations
Rivas, C., Seminario, E., Saco, O., Melgarejo, A. (2019). La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de chocolate de Lima Metropolitana mayores de 51 años [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/13540
Rivas, C., Seminario, E., Saco, O., Melgarejo, A. La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de chocolate de Lima Metropolitana mayores de 51 años []. PE: Pontificia Universidad Católica del Perú; 2019. http://hdl.handle.net/20.500.12404/13540
@mastersthesis{sunedu/2655617,
title = "La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de chocolate de Lima Metropolitana mayores de 51 años",
author = "Melgarejo Farías, Alfredo Israel",
publisher = "Pontificia Universidad Católica del Perú",
year = "2019"
}
The Social Responsibility Enterprise is gaining relevance and importance around the world and our country is no stranger to this reality. Some studies, like the investigation done by Dr. Percy Samoel Marquina Feldman, has let us know its impact about the consumer. This investigation try to find evidences about the influence that the Social Responsibility Enterprise have in the purchase behavior of consumers of chocolate, who are more than 51 years old, in Lima Metropolitana. An experiment was performed under the methodology of discrete choice models in order to quantify the purchase intention and the willingness to pay for the responsibility social actions carried out for the enterprises. This experiment used a convenient sample of 132 consumers of chocolate, who are more than 51 years old, in Lima Metropolitana. This tesis is an extension of the alcance of the investigation done by Percy Marquina Feldman, 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). Further, tried to find the validation if the identified reality in a beginning by the Marquina professor is the same in the chocolate category, for the people who are more than 51 years old as the author refers in his final recomendations. With the author permission, we used parts of his doctoral tesis, in particular the parts about the literature review and the methodology. Empirical results obtained provide evidence about the positive relationship between the Social Responsibility Enterprise and the purchase behavior of consumers of chocolate, who are more than 51 years old, in Lima Metropolitana.
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