A responsabilidade social corporativa e sua relação com a percepção e decisão de compra do consumidor

Abstract

The present study aims at identifying the corporative social responsability influence in the consumer perception and purchase decision. This work investigates how the consumer senses the corporate social responsibility actions, as well as if this perception has relationship with the purchase decision. The methodology used in this study involved three researches steps: at the first moment, the exploratory research (bibliographical work);in the second stage: the qualitative research; and in the third stage the quantitative research. The research samples involved undergraduated students from São Paulo City, composed by 15 subjects in the qualitative research and 215 in the quantitative research. The samples have been chosen by means of non-probabilistical intentional technic, and the data were collected through a interview script, in the qualitative research, and through a questionnaire, in the quantitative research. The results showed that the corporative social responsability influences the consumer perception, and this occurs, mainly by marketing actions such as advertisement exposed in the media which make the consumer to build a positive image of these companies. Although there is consumer perception on the corporative social responsability, the researches revealed that price and quality are still the attributes more observed by the consumers when deciding to purchse a product or a service and thet the corporative social responsability influences very little on the consumer purchase decision.