Influencia de la responsabilidad social empresarial en el comportamiento de consumo de los guayaquileños
Fecha
2016
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil
Resumen
La Responsabilidad Social Empresarial (RSE) es un modelo de gestión que en la actualidad está obteniendo un considerable interés al ser una reciente tendencia global a la contribución activa y voluntaria en pro del mejoramiento social y medio ambiental, mismo que se ve influenciado en la investigación y práctica del marketing. En este sentido, en Ecuador, sobretodo en la ciudad de Guayaquil, apenas existen estudios que puedan corroborar tal afirmación y, en este sentido, se requiere una mayor investigación sobre la RSE que indague la opinión del consumidor Guayaquileño y que mida la influencia de los productos socialmente responsables y su influencia al momento de consumir una determinada marca. Los objetivos del trabajo son: (I) estudiar la percepción del consumidor sobre RSE; (II) Investigar las características que los consumidores perciben, (III) Identificar las posibles diferencias introducidas en la percepción del consumidor sobre las actividades socialmente responsables; (IV) medir la importancia de los elementos de RSE en las decisiones de compra, tanto a nivel general como en dos categorías de productos específicas. En el marco teórico muestran todos los conocimientos mediante citas bibliográficas, artículos de revistas de negocios, que permiten establecer referentes teóricos que permitirán determinar junto con las encuestas, lo que se pretende mejorar con la propuesta para obtener resultados enfocados a la difusión del término RSE. La metodología es de una investigación descriptiva, exploratoria de campo, mediante una muestra obtenida del grupo objetivo .Posteriormente, se analizan los resultados. Finalmente se analizan los resultados de la investigación lo que va a proporcionar la solución del problema de investigación. Se culmina la investigación con las conclusiones y recomendaciones del proyecto.
Corporate Social Responsibility (CSR) is a management model that is currently gaining considerable interest being a recent global trend towards active and voluntary contribution for social improvement and environmental, same as influenced research and practice of marketing. In this regard, in Ecuador, especially in the city of Guayaquil, there are hardly any studies to corroborate such a claim and, in this matter, further research on CSR to investigate the opinion of Guayaquil consumers is required and measure the influence of socially responsible products and their influence at the time of eating a certain brand. The objectives of this work are: (I) to study consumer perception of companies that are considered socially responsible; (II) To investigate the characteristics that consumers perceive, (III) identify possible differences introduced in consumer perception on socially responsible activities; (IV) measuring the importance of CSR elements in purchase decisions, both generally and in two categories of specific products. In the theoretical framework show all knowledge through citations, business magazine articles that allow better understand the reader, which is intended to improve the proposal. The methodology is a descriptive, exploratory field research, using a sample obtained from the target group. With the survey results percentage used to plan development thesis analyzes. Finally the research results which will provide the solution of the research problem are analyzed. research culminates with the conclusions and recommendations of the project.
Corporate Social Responsibility (CSR) is a management model that is currently gaining considerable interest being a recent global trend towards active and voluntary contribution for social improvement and environmental, same as influenced research and practice of marketing. In this regard, in Ecuador, especially in the city of Guayaquil, there are hardly any studies to corroborate such a claim and, in this matter, further research on CSR to investigate the opinion of Guayaquil consumers is required and measure the influence of socially responsible products and their influence at the time of eating a certain brand. The objectives of this work are: (I) to study consumer perception of companies that are considered socially responsible; (II) To investigate the characteristics that consumers perceive, (III) identify possible differences introduced in consumer perception on socially responsible activities; (IV) measuring the importance of CSR elements in purchase decisions, both generally and in two categories of specific products. In the theoretical framework show all knowledge through citations, business magazine articles that allow better understand the reader, which is intended to improve the proposal. The methodology is a descriptive, exploratory field research, using a sample obtained from the target group. With the survey results percentage used to plan development thesis analyzes. Finally the research results which will provide the solution of the research problem are analyzed. research culminates with the conclusions and recommendations of the project.
Descripción
Palabras clave
RESPONSABILIDAD, SOCIAL, EMPRESARIAL, COMPORTAMIENTO, CONSUMO