Análisis de los factores que inciden en la percepción de los jóvenes guayaquileños respecto al perfil de candidato ideal a la Alcaldía de Guayaquil en la campaña del 2019
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Para el presente proyecto de investigación se realizó un estudio en la ciudad de Guayaquil, en el año
2018 a los jóvenes nacidos o que residen en la ciudad, que se encuentran facultados para sufragar,
comprendidos entre 18 y 29 años de edad. La población joven de la ciudad corresponde al 37% de los
habitantes según datos del INEC, de los cuales se encuentran empadronados el 26,95%, y para la
finalidad del presente trabajo se determinó una muestra de 384 personas, para determinar los factores
que inciden en la percepción de un candidato ideal para la postulación en las elecciones seccionales en
la ciudad de Guayaquil, que se desarrollará en enero del 2019. Con los resultados obtenidos del estudio
se planteó un plan de formación de la imagen del candidato ideal para los jóvenes y el inicio de la
campaña de posicionamiento del candidato. Este proyecto se compone de cuatro capítulos ordenados
secuencialmente para que sea de fácil comprensión y útil para estudiantes a futuro. Se analiza la
evolución del marketing político desde sus inicios y la incursión en América Latina, los objetivos,
características, teorías y aplicación de acuerdo a la etapa política en la que se encuentre el candidato.
Se emplearon el método de recopilación de datos mediante encuestas a 384 jóvenes de la ciudad de
Guayaquil, para obtener los resultados más acercados a la realidad posible. Se describe una propuesta
haciendo énfasis en la iniciación de la formación del candidato político, diseño de imagen en medios
digitales y un respectivo cronograma de actividades y prepuesto para la implementación.
For this research project, a study was made in the city of Guayaquil, in 2018, to young people born or residing in the city, which are entitled to vote, ranging from 18 to 29 years of age. The young population of the city corresponds to 37% of the inhabitants according to INEC´s data, of which 26.95% are registered, to reach the purpose of this work a sample of 384 people was selected, to determine the factors that affect their perception of an ideal candidate for the postulation in the sectional elections in the city of Guayaquil, which will take place in January 2019. With the results obtained from this study a plan of formation of the image of the ideal candidate for young people was proposed and the start of the candidate’s positioning campaign. This project is composed of four sequenced chapters so that it is easy to understand and useful for future students or future research. It analyzes the evolution of political marketing since its inception and the incursion into Latin America, the objectives, characteristics, theories and application according to the political stage in which the candidate is at this moment. The method of data collection through surveys was used to 384 young people from the city of Guayaquil, to obtain the results that are closer to reality. Finally, a proposal is described making emphasis in the initiation of the formation of the political candidate, design of their image in digital media, a chronogram of activities and a budget for the implementation
For this research project, a study was made in the city of Guayaquil, in 2018, to young people born or residing in the city, which are entitled to vote, ranging from 18 to 29 years of age. The young population of the city corresponds to 37% of the inhabitants according to INEC´s data, of which 26.95% are registered, to reach the purpose of this work a sample of 384 people was selected, to determine the factors that affect their perception of an ideal candidate for the postulation in the sectional elections in the city of Guayaquil, which will take place in January 2019. With the results obtained from this study a plan of formation of the image of the ideal candidate for young people was proposed and the start of the candidate’s positioning campaign. This project is composed of four sequenced chapters so that it is easy to understand and useful for future students or future research. It analyzes the evolution of political marketing since its inception and the incursion into Latin America, the objectives, characteristics, theories and application according to the political stage in which the candidate is at this moment. The method of data collection through surveys was used to 384 young people from the city of Guayaquil, to obtain the results that are closer to reality. Finally, a proposal is described making emphasis in the initiation of the formation of the political candidate, design of their image in digital media, a chronogram of activities and a budget for the implementation
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Palabras clave
CANDIDATO, COMUNICACIÓN, JÓVENES, MARKETING POLÍTICO