CORPORATE SOCIAL RESPONSIBILITY AND SUPERMARKETS. EXPLORING CONSUMER PERCEPTION IN CHILE

Corporate social responsibility is a topic of research in the management of organizations that seek to respond to the needs, expectations and requirements of stakeholders. On the other hand, consumers are a strategic group that, due to its access to information, is increasingly demanding and critical about the management of an organization. However, in relation to this research, supermarkets are large national and international chains that offer various services and sell a huge variety of products. The purpose of this paper is to explore the perception of consumers of supermarket chains about corporate social responsibility in a city located in the south central zone of Chile. A quantitative approach has been used, developing an exploratory factor analysis, mean difference analysis and cluster analysis. Among the results, there are statistically significant differences in some groups and, for the most part, consumers consider that supermarkets are socially responsible.