Diseño de una campaña de marketing social para recibir contaminación del rio Daule en el cantón Samborondón, província del Guayas, año 2016
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En el presente trabajo de investigación se determina la incidencia potencial de una Campaña de Marketing Social en los niveles de contaminación del río Daule en el cantón Samborondón, provincia del Guayas, en el año 2016. Debido a que los habitantes de este sector carecen de conocimiento de los efectos de la contaminación en los sitios donde viven, existe una falta de conciencia ambiental en los pobladores y agricultores de zonas aledañas a este río. Se plantea la propuesta completa de una campaña de Marketing Social direccionada a la reducción de la contaminación del Río Daule, dirigida a concientizar a los pobladores sobre el manejo de los desechos sólidos y el rol que deben emprender para evitar los riesgos que conlleva un mal manejo de los mismos, apuntando a la conservación de este recurso natural que diariamente se deteriora. La campaña presenta objetivos, fundamentaciones, estrategias, fases, elementos gráficos, materiales, cronograma de actividades y presupuestos. Por medio de una investigación de mercado que permita evaluar el entorno al que se va a dirigir, la observación directa, revisión bibliográfica, encuestas, entrevistas, y validación estadística se comprueba que existe una marcada influencia de la Campaña de Marketing Social en la reducción de los niveles de contaminación en el río Daule. Finalmente se plantean recomendaciones para una adecuada gestión de esta problemática que debe ser interés de autoridades, empresarios, organizaciones, agricultores, habitantes y en general todos los guayasenses.
In this research the potential incidence of a Social Marketing Campaign in the pollution levels of the Daule River in the Canton Samborondón, Guayas Province, in the year 2016 is determined. Because the habitants of this zone are not aware of the effects of the contamination in the places where they live, there is a lack of environmental awareness in the inhabitants and farmers of the areas surrounding this river. The complete proposal of a Social Marketing campaign directed to the reduction of pollution of the Daule River, aimed at raising awareness among the people about solid waste management and the role they must undertake to avoid the risks of mismanagement Of them, aiming at the conservation of this natural resource that deteriorates daily. The campaign presents objectives, fundamentals, strategies, phases, graphic elements, materials, schedule of activities and budgets. Through a market research that allows to evaluate the environment to be addressed, direct observation, bibliographic review, surveys, interviews, and statistical validation shows that there is a marked influence of the Social Marketing Campaign in the reduction of Pollution levels in the Daule River. Finally, recommendations are made for an adequate management of this problem that should be of interest to authorities, businessmen, organizations, farmers, inhabitants and in general all Guayasenses.
In this research the potential incidence of a Social Marketing Campaign in the pollution levels of the Daule River in the Canton Samborondón, Guayas Province, in the year 2016 is determined. Because the habitants of this zone are not aware of the effects of the contamination in the places where they live, there is a lack of environmental awareness in the inhabitants and farmers of the areas surrounding this river. The complete proposal of a Social Marketing campaign directed to the reduction of pollution of the Daule River, aimed at raising awareness among the people about solid waste management and the role they must undertake to avoid the risks of mismanagement Of them, aiming at the conservation of this natural resource that deteriorates daily. The campaign presents objectives, fundamentals, strategies, phases, graphic elements, materials, schedule of activities and budgets. Through a market research that allows to evaluate the environment to be addressed, direct observation, bibliographic review, surveys, interviews, and statistical validation shows that there is a marked influence of the Social Marketing Campaign in the reduction of Pollution levels in the Daule River. Finally, recommendations are made for an adequate management of this problem that should be of interest to authorities, businessmen, organizations, farmers, inhabitants and in general all Guayasenses.
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RIO DAULE, MARKETING SOCIAL, CONTAMINACIÓN