Responsabilidad social del marketing en una cadena de supermercados de la ciudad de Barranquilla

Social responsibility in marketing refers to the practice of companies of considering and addressing the ethical, social and environmental implications of their marketing activities. It involves a focus beyond profit maximization and seeks to balance the interests of the company with those of society as a whole. The present study seeks to evaluate the Social Responsibility of marketing in a supermarket chain in the city of Barranquilla. The research is framed in a qualitative approach, with a design focused on a case study and whose scope is descriptive. A survey was conducted with 191 external clients and 41 internal clients, seeking to know the perception of the social responsibility marketing practices implemented by the chain through a questionnaire and based on these results to evaluate the RSM. To collect the information, a web questionnaire was applied, developed under the dimensions of the RSM elements. The results of the research showed that the chain must make efforts in some elements of perceptions; as well as in some aspects of the dimensions such as ethics and social responsibility, quality of products and services, customer service, advertising and promotion practices and respect for consumer privacy. Although there is knowledge present in their marketing social responsibility strategies, there is still a lack of knowledge and tools to become a chain that manages more effective RSM policies for its customers. Finally, strategies were established based on these concerns and shortcomings as a recommendation to provide notions for the initiation in the future of a strategic plan for loyalty and attraction of new customers, with the objective of maximizing sales and being responsible with the environment. atmosphere. It is concluded with this research that the perception that customers have regarding the Social Responsibility of marketing policies implemented by the chain plays a relevant role in building customer loyalty and, in addition, contributes to creating a strong competitive image compared to its competitors.

• Autores: Anillo Anillo, Jesús; Granados Encinales, Ana María
• Fecha de publicación: 2023
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/10657
• Acceso en línea: https://hdl.handle.net/11323/10657
• Palabra clave: Responsabilidad social del marketing; Clientes externos; Clientes internos; Dimensiones; Social responsibility of marketing; External customers; Internal customers; Dimension
• Rights: openAccess
• License: Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)