A influência da responsabilidade social empresarial no processo de escolha do consumidor: uma abordagem na perspectiva varejista brasileira

• Autor(a) principal: Neves, Antonia Isadora Costa
• Data de Publicação: 2014
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/26951
• topic: Responsabilidade social da empresa; Comportamento do consumidor; Comércio varejista

The Brazilian population is embedded in a context where there is still a lot of social inequality and the financial resources from the public sector are still lacking. In the midst of this, there is a huge competition in the consumer market, where companies tend to seek tools to excel before each other. So many organizations, recognizing the existence of this bottleneck in the social conditions of Brazil and its position as members and social transformers put on a need to stand out commercially; they choose to invest in socially responsible projects. This context provided the basis for the main purpose of this study, which is to investigate the behavior of retail customers to make their purchases, analyzing its socially responsible awareness and preference in choosing companies to consume. To achieve this goal, 253 questionnaires were administered in a non-probabilistic search for convenience and judgment. The questionnaire was developed by Google Forms tool, available in GoogleDocs platform, and published on the social network Facebook, using the multi-user sharing to target different age groups of respondents. The results, which are indicative of the population, showed that consumers generally understand and recognize the concept of Corporate Social Responsibility (CSR), but when they are subjected to questioning on the subject, relating them to the selected retailers as a means analysis of this research, many were unaware, or only recognized the work done by them. As they are subjected to analysis in purchase attitudes, tracing a relationship from past purchases and future purchases, it was observed that consumers, after recognizing the work of companies with CSR, demonstrated a favorable change in attitudes, valuing the work of companies operating. However, when analyzing the behavior of the buying decision process, a trend of consumers around a very indecisive during the stages that comprise the process approach was observed. Thus, it is believed in the existence of initial propensities for determining conscious consumers in our sample, but there is still a long process to define them as such.