The potential effects of Coca-Cola's corporate social responsibility practices on the ecuadorian consumers’ perception
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Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Quito
Abstract
This research seeks to understand the Ecuadorian consumers’ motivators in
order to purchase Coca-Cola products and their perspectives on Corporate Social
Responsibility (CSR) when purchasing from the brand. The research findings were
based on a survey that was conducted to 385 Ecuadorian participants, taking into
account a 5% margin of error and a 95% confidence level. The goal was to understand
the motives behind Ecuadorians’ purchasing behavior and the importance of CSR
when making a purchase decision. The analysis of the answers determined that
Ecuadorian consumers have a better perception of firms that engage in CSR as they
consider it as important and necessary. However, CSR is not a decisive factor when
purchasing Coca-Cola products, as they show to still consider traditional criteria like
taste, price, quality, accessibility and tradition (intergenerational consumption), rather
than recognition of the company’s CSR. Thus, the research demonstrates that
Ecuadorian consumers might purchase considering traditional criteria and might also
be unconsciously driven by feelings and emotions. Therefore, driven by a company’s
Cause-Related marketing (CRM). Ultimately, even if the Ecuadorian consumers do
not consider a company’s CSR, they do consider traditional criteria, combined with
the unconscious consideration to connections and emotions related to the brand and its
products, in order to make a purchase.
Description
Keywords
Corporate responsibility, Coca-Cola, Marketing, Corporate social responsibility, Cause-related marketing, Motivating factors, Consumer perceptions, Traditional criteria, Intergenerational consumption, Surveys