RESEARCH PROBLEM

CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES: A COMPETITIVE ADVANTAGE IN THE PERCEPTION OF CONSUMERS OF TACLOBAN CITY

OBJECTIVES 1. To determine and accurate relationship between CSR activities and the value perceived by consumers 2. To ascertain the effect of CSR to consumer’s buying intention 3. To measure the willingness of consumers to pay a premium being aware of the company’s CSR 4. To determine the change of customer loyalty to company as CSR activities exist in the settings 5. To make an in depth comparison of the consumer’s perception between companies with different CSR levels and that which has none 6. To differentiate the level of customer’s satisfaction on the company with CSR to that of no CSR 7. To identify the contributions of company’s CSR to the development of its competitive advantage 8. To provide companies in the local areas of recommendations of whether or not to employ CSR activities

RATIONALE/SIGNIFICANCE OF THE STUDY
Corporate social responsibility (CSR) has been publicized as an effective management tool to strengthen the company’s performance through the creation of a better image in stakeholder's mind and also because of their responsible behavior in minding the overall welfare of the society. CSR has not been given much attention voluntarily in previous years. Most companies were only surprised by public responses to issues they had not previously thought were part of their business responsibilities. In fact, the undertaking of CSR has been through many evolutions in its concept and application because of the environmental activism as well as government regulations. Socio-civic organizations of all kinds have been more aggressive and effective in bringing public pressure to bear on corporations. These pressures clearly demonstrate the extent to which external