Diseño de estrategias de marketing social para el Cuidado de mascotas promovidas por el Centro de Zootecnia
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El trabajo de titulación desarrollado mediante aspectos investigativo fue el diseño de estrategias de marketing social para el cuidado de mascotas promovidas por el centro de zootecnia de la Universidad de Guayaquil, en donde primero se hizo un análisis previo de como las personas han tratado a sus mascotas y en muchas ocasiones cometen errores de cuidado de la mascota sin saberlo, pues se desconoce que ya existe una ley de protección que se denomina ley Loba y ha tenido mucha acogida por los sectores sociales que piden justicia por el buen trato de los animales. Un sustento efectivo es haber trazado los objetivos específicos que fueron el detallar fundamentos teóricos que involucren el cuidado de mascotas. Realizar un diagnóstico sobre el comportamiento ciudadano en relación con el cuidado de mascotas en la ciudad de Guayaquil y al final determinar las estratégicas de marketing social que serán promovidas por el centro de zootecnia. Se desarrolló un marco teórico mediante variables que permitieron tener claro el objetivo de la investigación, por otro lado, se establecieron objetivos específicos, los mismos fueron cubiertos según la asignación y se valoraron en el tercer capítulo. Se obtuvo un alcance exploratorio-descriptivo, por lo que se acudió al campo de acción es decir hacia los estudiantes de la Universidad Guayaquil que tenían mascotas y con ello obtener información veraz que fundamenten las estrategias de marketing social que se presentan como propuesta de solución, la encuesta, a 384 de una población de 1`387.264 estudiantes legalmente matriculados, tuvo la aprobación de la entidad que es el centro de zootecnia que a través de sus docentes ayudó a dar datos importantes en la investigación. Se hizo un detalle especial en la comunicación a través de la publicidad que con principios de creatividad se consideran que serán impactantes en la audiencia, por su candidez y delicadeza.
The degree work developed through research aspects was the design of social marketing strategies for the care of pets promoted by the zootechnics center of the University of Guayaquil, where a preliminary analysis of how people have treated their pets was carried out. and often make mistakes of caring for the pet without knowing it, because it is unknown that there is already a law of protection called Loba law and has been well received by social sectors that demand justice for the good treatment of animals. An effective support is to have outlined the specific objectives that were the detailed theoretical foundations that involve the care of pets. Make a diagnosis about citizen behavior in relation to the care of pets in the city of Guayaquil and in the end, determine the strategic social marketing that will be promoted by the animal husbandry center. A theoretical framework was developed by means of variables that allowed to have clear the objective of the investigation, on the other hand, specific objectives were established, they were covered according to the assignment and they were valued in the third chapter. An exploratory-descriptive scope was obtained, so that the field of action was addressed to the students of the Guayaquil University who had pets and with this obtain truthful information that bases the social marketing strategies that are presented as a solution proposal, the survey, to 384 of a population of 1`387.264 students legally registered, had the approval of the entity that is the center of zootecnia that through its teachers helped to give important data in the investigation. A special detail was made in the communication through the publicity that with principles of creativity are considered to be impressive in the audience, for their candor and delicacy.
The degree work developed through research aspects was the design of social marketing strategies for the care of pets promoted by the zootechnics center of the University of Guayaquil, where a preliminary analysis of how people have treated their pets was carried out. and often make mistakes of caring for the pet without knowing it, because it is unknown that there is already a law of protection called Loba law and has been well received by social sectors that demand justice for the good treatment of animals. An effective support is to have outlined the specific objectives that were the detailed theoretical foundations that involve the care of pets. Make a diagnosis about citizen behavior in relation to the care of pets in the city of Guayaquil and in the end, determine the strategic social marketing that will be promoted by the animal husbandry center. A theoretical framework was developed by means of variables that allowed to have clear the objective of the investigation, on the other hand, specific objectives were established, they were covered according to the assignment and they were valued in the third chapter. An exploratory-descriptive scope was obtained, so that the field of action was addressed to the students of the Guayaquil University who had pets and with this obtain truthful information that bases the social marketing strategies that are presented as a solution proposal, the survey, to 384 of a population of 1`387.264 students legally registered, had the approval of the entity that is the center of zootecnia that through its teachers helped to give important data in the investigation. A special detail was made in the communication through the publicity that with principles of creativity are considered to be impressive in the audience, for their candor and delicacy.
Descripción
Palabras clave
ESTRATEGIAS, MARKETING SOCIAL, MASCOTAS