Desarrollo de marketing de causa social de la empresa Ajecuador S.A., y su impacto en la percepción de compra para el emprendimiento de los vendedores ambulantes de agua purificada embotellada en la ciudad de Guayaquil 2016.
Fecha
2017
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Por medio de la presente investigación, se busca analizar el impacto de la percepción de compra por parte de los consumidores, hacia los vendedores ambulantes de agua purificada embotellada de la marca Cielo en la ciudad de Guayaquil, una vez identificado el problema principal, se propone establecer soluciones ya sea fortaleciendo la imagen de presentación del vendedor ambulante. Las técnicas que se utilizaron son la observación, la encuesta a los vendedores ambulantes y a la población de los sectores objeto de estudio en Guayaquil denominado como los consumidores, también se realizó entrevista a dos directivos de los vendedores ambulantes, y al directivo de Marketing y directivo de Ventas de Ajecuador S.A., que brindaron información necesaria y valedera para el desarrollo de las estrategias. A su vez al realizar la elaboración de la propuesta se obtuvo información de libros, revistas, periódicos, artículos científicos, páginas de internet con contenido científico y con la información obtenida de las encuestas y entrevista se logró como objetivo, diseñar estrategias de Marketing de Causa Social de la empresa Ajecuador S.A. para la aceptación por parte del consumidor que ayuden a desarrollar el espíritu emprendedor de los vendedores ambulantes de la ciudad Guayaquil. Por lo cual esto conlleva a elevar el nivel de confianza bien sea al consumidor como al comerciante a que estén mejor organizados para su porvenir y, así como también favorece a que la empresa se involucre en temas de causa social que ayuda a realzar su imagen corporativa.
By means of the present investigation, it seeks to analyze the impact of the perception of buying by consumers to the peddlers of bottled purified water from the Cielo in the city of Guayaquil brand, once identified the main problem, aims to establish solutions either strengthening the image of presentation of the Peddler. The techniques that were used are the observation, the survey of street vendors and the population of the sectors studied in Guayaquil called as consumers, also interviewed two managers of street vendors, and the marketing manager and manager of sales of Ajecuador SA, which provided necessary and valid information for the development of strategies. To his time to the perform it elaboration of it proposed is obtained information of books, magazines, periodic, articles scientific, pages of internet with content scientific and with it information obtained of them surveys and interview is managed as objective, design strategies of Marketing of Cause Social of the company Ajecuador S.A. for the acceptance from the consumer that help to develop the spirit entrepreneur of them sellers street of it city Guayaquil. By which this entails to raise the level of trust well is to the consumer as to the dealer to be best organized for its future and, as well as also favors to the company is involves in themes of cause social that helps to enhance your image corporate.
By means of the present investigation, it seeks to analyze the impact of the perception of buying by consumers to the peddlers of bottled purified water from the Cielo in the city of Guayaquil brand, once identified the main problem, aims to establish solutions either strengthening the image of presentation of the Peddler. The techniques that were used are the observation, the survey of street vendors and the population of the sectors studied in Guayaquil called as consumers, also interviewed two managers of street vendors, and the marketing manager and manager of sales of Ajecuador SA, which provided necessary and valid information for the development of strategies. To his time to the perform it elaboration of it proposed is obtained information of books, magazines, periodic, articles scientific, pages of internet with content scientific and with it information obtained of them surveys and interview is managed as objective, design strategies of Marketing of Cause Social of the company Ajecuador S.A. for the acceptance from the consumer that help to develop the spirit entrepreneur of them sellers street of it city Guayaquil. By which this entails to raise the level of trust well is to the consumer as to the dealer to be best organized for its future and, as well as also favors to the company is involves in themes of cause social that helps to enhance your image corporate.
Descripción
Palabras clave
MARKETING DE CAUSA SOCIAL, ECONOMÍA SOCIAL, EMPLEO INADECUADO, RESPONSABILIDAD SOCIAL