Impactos de la Religiosidad y la Orientación Política de Consumidores Mexicanos Sobre el Valor Percibido

Impactos de la Religiosidad y la Orientación Política de Consumidores Mexicanos Sobre el Valor Percibido

Introduction. In an increasingly competitive environment organizations need to identify key variables that can influence the decision and buying behavior of consumers. Therefore, this research objective was to analyze the influence of religiosity and political orientation on the perceived utilitarian, emotional and social value attributed by consumers to the products and services offered by socially responsible companies. Materials and methods. A quantitative investigation was carried out applying a personal survey to 528 consumers. Results. It was found that the level of religiosity of the participants influences all three dimensions of perceived value, that is, at a higher level of religiosity the consumers perceive greater perceived value in sustainable products and services. However, political orientation only has an influence on the emotional value in consumers, whether they self-identified as right-wing or left-wing. Conclusions. The findings can help the decision makers of the marketing aspects of the firms know that the level of religiosity and the political orientation of their consumers, both potential or current, can, in fact, have an impact on the perceived value of consumers about their offerings and it should be considered in the creation of their strategies, campaigns and messaging.