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MERCADEO SOCIALMENTE RESPONSABLE Y DESAFÍOS ESTRATÉGICOS: PERCEPCIÓN DE LOS CONSUMIDORES DE EMPRESAS DE COMERCIO MINORISTA EN CHILE

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dc.creatorNATALY ANDREA GUÍÑEZ CABRERA
dc.date2022
dc.date.accessioned2025-01-10T15:34:12Z
dc.date.available2025-01-10T15:34:12Z
dc.date.issued2022
dc.description.abstractTHE MAIN PURPOSE OF THIS RESEARCH STUDY IS TO DESCRIBE THE PERCEPTION OF RETAIL CONSUMERS ABOUT SOCIALLY RESPONSIBLE MARKETING IN CHILE. AN INSTRUMENT IS APPLIED TO A NON-PROBABILISTIC SAMPLE CONSISTING OF 201 CONSUMERS OF RETAIL PRODUCTS AND SERVICES. AN EXPLORATORY FACTORIAL ANALYSIS IS CONDUCTED AND STATISTICALLY SIGNIFICANT DIFFERENCES ARE EXAMINED BY CONSIDERING THE SOCIODEMOGRAPHIC CHARACTERISTICS. THE RESULTS SHOW THAT SOCIALLY RESPONSIBLE MARKETING IS COMPRISED BY THE FOLLOWING DIMENSIONS: 1) RESPECT FOR PEOPLE AND THE ENVIRONMENT, 2) CONSUMER KNOWLEDGE AND INFLUENCE, AND 3) CONSUMER INFORMATION AND PURCHASE. STATISTICALLY SIGNIFICANT DIFFERENCES ARE FOUND ACCORDING TO GENDER, AGE, AND SOCIOECONOMIC INCOME LEVEL. IN CONCLUSION, IT IS IMPORTANT TO PROMOTE SOCIALLY RESPONSIBLE MARKETING THROUGH STRATEGIC CHALLENGES, WHICH GENERATE VALUE FOR ALL STAKEHOLDERS, ESPECIALLY FOR WORKERS AND CONSUMERS, BY CONDUCTING PROACTIVE, DISCRETIONARY, AND SUSTAINABLE ACTIONS.
dc.formatapplication/pdf
dc.identifier.doi10.4067/S0718-07642022000500103
dc.identifier.issn0716-8756
dc.identifier.issn0718-0764
dc.identifier.urihttps://repositorio.ubiobio.cl/handle/123456789/12635
dc.languagespa
dc.publisherINFORMACIÓN TECNOLÓGICA
dc.relation.uri10.4067/S0718-07642022000500103
dc.rightsPUBLICADA
dc.subjectSUSTAINABILITY
dc.subjectSTRATEGY
dc.subjectSOCIAL RESPONSIBILITY
dc.subjectRETAIL CONSUMERS
dc.subjectMARKETING
dc.subjectSOSTENIBILIDAD
dc.subjectRESPONSABILIDAD SOCIAL
dc.subjectMARKETING
dc.subjectESTRATEGIA
dc.subjectCONSUMIDORES
dc.titleMERCADEO SOCIALMENTE RESPONSABLE Y DESAFÍOS ESTRATÉGICOS: PERCEPCIÓN DE LOS CONSUMIDORES DE EMPRESAS DE COMERCIO MINORISTA EN CHILE
dc.title.alternativeSOCIAL RESPONSIBILITY; MARKETING; STRATEGY; SUSTAINABILITY; RETAIL CONSUMERS
dc.typeARTÍCULO
dspace.entity.typePublication
ubb.EstadoPUBLICADA
ubb.Otra ReparticionDEPARTAMENTO DE GESTION EMPRESARIAL
ubb.SedeCHILLÁN
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