Analysis of consumer perception of Cinepolis on Corporate Social Responsability

Abstract

This  paper  aims  to  analyze  the  perception of Cinepolis’ customers in Merida, Yucatan, about social responsibility of the company, considering four dimensions: ethical, legal, economic,  and  philanthropic.  It  was  carried out a study with a quantitative approach, descriptive and comparative type, where an instrument  was  applied  to  a  given  sample. For data analysis, t-tests and ANOVA tests were used. The results showed that Cinepolis’ customers do support and endorse corporate social responsibility and legal dimension is the one they value most.