Bibliographic citations
Ospina, H., Piza, J., Parada, C., Higuera, O. (2019). La influencia de la responsabilidad social empresarial en el comportamiento de compra de desodorantes de los consumidores colombianos [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/14549
Ospina, H., Piza, J., Parada, C., Higuera, O. La influencia de la responsabilidad social empresarial en el comportamiento de compra de desodorantes de los consumidores colombianos []. PE: Pontificia Universidad Católica del Perú; 2019. http://hdl.handle.net/20.500.12404/14549
@mastersthesis{sunedu/2662527,
title = "La influencia de la responsabilidad social empresarial en el comportamiento de compra de desodorantes de los consumidores colombianos",
author = "Higuera, Omar",
publisher = "Pontificia Universidad Católica del Perú",
year = "2019"
}
This thesis is an extension of the scope of the doctoral research done by Professor Percy Samoel Marquina Feldman, "The Influence of Corporate Social Responsibility on Buying Behavior of Peruvian Consumers" (CENTRUM, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This Master's thesis seeks to validate whether the relationship originally identified by Professor Marquina also comes in the category of deodorants such as the author suggests in his final recommendations. With the author´s permission, parts of his thesis have been used, particularly in relation to the literature review and method. It is increasingly clear how important it is to take social responsibility in business. This is why now, one must manage the operation not just from an economic perspective but also taking into account the social and environmental perspectives. Organizations must clearly identify their desired (target) consumer, seeking their actions and decisions that impact them positively. This will ensure the sustainability of the companies that will finally allow them to be durable as well as leaders in the sector in which they operate. In terms of business transactions between companies, it is clear that it should be taken into account, the advances in social responsibility of the organization with which conducting business or transactions. There exists a flaw in clarifying how socially responsible the consumer is at the time of making the decision to purchase. There are very few studies that contribute additional evidence to this subject in Bogota and that is why this research aims to demonstrate further the relationship between the social responsibility of the potential company and the consumer´s purchasing decision. An experiment was developed under the methodology of discrete choice models, quantifying the positive effects that the actions of socially responsible businesses have at the time when the person decides to buy a certain product. The experiment was conducted under the application of a survey of a random sample of 132 people in the population of Bogotá. According to the survey, it was found that the likelihood of consumer purchase is highly influenced by socially responsible companies, whereas the probability of purchase is a 64.03 % increase, not to buy it. The corporate responsibilities adopted by firms positively affect the purchase of the product, its main effect being, is that there exists a probability of 51.6 % of intent to purchase. Contrary to the above, an increase in the prices of deodorants shows no significant change in the probability or decision but it is observed that there is only a 7.2 % chance of increase in the intent to purchase. Other variables considered such as age, gender and location of those surveyed did not significantly affect the probability of purchase. Moreover, the effect produced by the attributes of social responsibility in the purchase decision and willingness to pay of deodorant consumers in Bogotá, is more important than the effect of the corporate powers, as indicated by Marquina and Reficco (2012) in his work Centrum Catolica 's Working Paper Series " Impact of Corporate Social Responsibility on Buying Behavior and Consumer Willingness to Pay Bogotanos " on purchase intention of consumers in Bogota.
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