La responsabilidad social orientada a los grupos de interés. Un estudio a los consumidores de productos locales

Abstract

The research project seeks to solve, the incidence of corporate social responsibility in the image of Pym’s and thus in the behavior of consumers of local goods. In the society in which businesses and commercial premises are developed, consumption is very broad for the variety of products focused on the needs of consumers, and the image that is given to the consumer, in the sector in which the problem develops are textiles, footwear and leather, in the province of Tungurahua cover 44%, with this you can see that to increase the commercial area , sources of employment and higher circulation of money it is necessary that Pym’s provide the consumer with a correct image about the product, use, benefits and how it benefits the environment, giving a reward to society. To encourage consumers through the publicity generated by Pym’s to start having an environmental culture and a positive buying attitude as an intension of wide purchase. The contribution of this topic is to indicate the impact of Pym´s image on the consumer's intention to buy against the local product.