PERCEPTION OF RETAIL CONSUMERS ON CORPORATE SOCIAL RESPONSIBILITY IN THE MAULE REGION

Consideration of perceptions, attitudes, preferences and be-havior of women's as a research subject is limited for various historical, social and cultural reasons. In this sense, research on the perception of corporate social responsibility (CSR) is no exception. In relation to the aforementioned, the contributions provided by the implementation of socially responsible strate-gies have been evidenced. The purpose of this research is to describe the perception of retail consumers on corporate so-cial responsibility in the Maule Region, Chile. A quantitative self-administration questionnaire is used, an exploratory fac-tor analysis is applied, and descriptive statistics and disper-sion are determined, to finally develop an inferential analysis according to the sociodemographic characteristics of the con-sumers. Statistically significant differences are found accord-ing to age group and educational level, which contributes to the design of socially responsible strategies. Future inquiries need to consider internal and external stakeholders. Finally, it is important to explore and compare populations from different countries in the region in search of a better understanding of the object of study.