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Revista Lasallista de Investigación
Print version ISSN 1794-4449
Abstract
ALVARADO-HERRERA, Alejandro and CAVAZOS-ARROYO, Judith. Impacts of Religiosity and Political Orientation of Mexican Consumers on Perceived Value. Rev. Lasallista Investig. [online]. 2021, vol.18, n.1, pp.173-191. Epub Mar 16, 2022. ISSN 1794-4449. https://doi.org/10.22507/rli.v18n1a11.
Introduction.
In an increasingly competitive environment organizations need to identify key variables that can influence the decision and buying behavior of consumers.
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.
Keywords : Perceived utilitarian value; perceived social value; perceived emotional value; religiosity; political orientation.