Bibliographic citations
Perona, M., Rojas, N., Ponce, G., Barrios, Y. (2017). La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de revistas, varones de 25 a 30 años, en Lima Metropolitana, Perú [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/8744
Perona, M., Rojas, N., Ponce, G., Barrios, Y. La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de revistas, varones de 25 a 30 años, en Lima Metropolitana, Perú []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/8744
@mastersthesis{sunedu/2663886,
title = "La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de revistas, varones de 25 a 30 años, en Lima Metropolitana, Perú",
author = "Barrios Felices, Yuner Martín",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
This research seeks to determine the influence that Corporate Social Responsibility actions have on buying behavior of magazines by Peruvians with ages between 25 and 30 years old, in Lima Metropolitana, which result allows us to expand the business view of the strictly economic aspect to concerns about the impact on the environment and its social environment both internally and externally. In this sense, CSR has gained great importance in the world; however, in Peru very few research findings related to CSR, that actually demonstrates the true impact on the consumer. An experimental design based on the Discrete Choice Model Methodology was implemented with the aim of quantifying the purchase intention and willingness to pay for the actions of social responsibility developed by companies. The experiment was conducted using a convenience sample of 132 male consumers from Lima, in the magazine industry, whose ages range between 25 and 30. This thesis is an extension of the doctoral research of Professor Percy Samoel Marquina Feldman, "The influence of corporate social responsibility on buying behavior of Peruvian consumers” (CENTRUM, Business Center of the Pontificia Universidad Catolica del Peru. Lima 2009), the same that seeks to validate whether the relationship, originally identified by Professor Marquina, is also presented in the magazine category, as the author suggests in its final recommendations. With the author's permission, parts of his thesis have been used, particularly in regard to the literature and method review.
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