Quem se importa? O comportamento do consumidor santa-cruzense e a responsabilidade social da empresa.

Abstract

The present undergraduate theses verified the importance of Social Business Responsibilities for the consumers of Santa Cruz. This study is based on the concept of several authors such as; Kolter and Keller, Pringle snd Thompson, Churchill and Peter, Mowen, Rego among others about Social Marketing, Consumer Behavior and Social Business (Enterprises/Companies) Responsibilities (RSE). It is understood that strong business strategies are based on acknowledging consumer behavior. A quantitive analysis researched the perception of the consumers of Santa Cruz about the RSE and presented a general view on conscious consumer performance. This study contributes to improve business and citizen social responsibilities in Santa Cruz, showing to what extent the consumers care, indicating positive impact on our universe and advances that are necessary to our region on this topic.