Desarrollo de una campaña integral de marketing verde como alternativa socioeconómica sostenible para potencializar un consumo saludable en los hogares de la Ciudad de Guayaquil, provincia del Guayas
No hay miniatura disponible
Fecha
2016
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación se desarrolla en la ciudad de Guayaquil, con el objetivo de “Desarrollar una campaña integral de marketing verde como alternativa socioeconómica sostenible para potencializar un consumo saludable en los hogares de la ciudad de Guayaquil, provincia del Guayas”. Esta investigación fue desarrollada bajo un método exploratorio - descriptivo a un grupo determinado de consumidores orgánicos, entre los instrumentos utilizados para obtener la información necesaria se utilizó la encuesta y focus group, la primera fue llevada a cabo en los autoservicios de la ciudad de Guayaquil y el focus group se realizó a consumidores totalmente orgánicos. Entre los principales resultados obtenidos se pudo conocer que gran cantidad de consumidores que buscan un producto orgánico lo hacen por salud y respeto al medio ambiente. Se desarrolló una propuesta de mercadotecnia basado en las 4P (producto, precio, promoción y plaza) seguido del financiero que permitió demostrar la hipótesis "El desarrollo de una campaña integral de marketing verde podría servir como alternativa socioeconómica sostenible para potencializar un consumo saludable en los hogares de la ciudad de Guayaquil, provincia del Guayas", La propuesta tuvo un costo final de $10.525, la empresa beneficiada fue la Asociación de productores "ASOBUCAY" se obtuvo una tasa interna de retorno (TIR) de 45.2% y un Valor Actual Neto (VAN) de $20.542.86. Entre las conclusiones y recomendaciones a consolidar dentro de la presente propuesta se confirmó la necesidad de una cultura ecológica en los hogares ecuatorianos de la ciudad de Guayaquil, provincia del Guayas.
This research takes place in the city of Guayaquil, in order to "develop a comprehensive marketing campaign green as sustainable socioeconomic alternative to potentiate healthy household consumption in the city of Guayaquil, Guayas Province." This research was developed under a descriptive and explanatory exploratorio- method to a particular group of consumers (organic), among the instruments used to obtain the information necessary survey and focus group was used, the first was conducted in supermarkets city of Guayaquil and the focus group was held to organic consumers. Among the main results it was learned that many consumers seeking organic produce do for health and respect for the environment. Below is a proposal-based marketing 4P (product, price, promotion and place) followed by the financier who can demonstrate the hypothesis "The development of a comprehensive marketing campaign green sustainable socioeconomic could serve as a healthy alternative to potentiate consumption develops in the homes of the city of Guayaquil, Guayas Province, "The proposal had a final cost of $ 10,525 to the Association of Producers" ASOBUCAY "an internal rate of return (IRR) of 45.2% and net present value was obtained ( NPV) of $ 20.542.86. Among the conclusions and recommendations to consolidate within this proposal the need for ecological culture was established in Ecuadorian households of Guayaquil, Guayas Province.
This research takes place in the city of Guayaquil, in order to "develop a comprehensive marketing campaign green as sustainable socioeconomic alternative to potentiate healthy household consumption in the city of Guayaquil, Guayas Province." This research was developed under a descriptive and explanatory exploratorio- method to a particular group of consumers (organic), among the instruments used to obtain the information necessary survey and focus group was used, the first was conducted in supermarkets city of Guayaquil and the focus group was held to organic consumers. Among the main results it was learned that many consumers seeking organic produce do for health and respect for the environment. Below is a proposal-based marketing 4P (product, price, promotion and place) followed by the financier who can demonstrate the hypothesis "The development of a comprehensive marketing campaign green sustainable socioeconomic could serve as a healthy alternative to potentiate consumption develops in the homes of the city of Guayaquil, Guayas Province, "The proposal had a final cost of $ 10,525 to the Association of Producers" ASOBUCAY "an internal rate of return (IRR) of 45.2% and net present value was obtained ( NPV) of $ 20.542.86. Among the conclusions and recommendations to consolidate within this proposal the need for ecological culture was established in Ecuadorian households of Guayaquil, Guayas Province.
Descripción
Palabras clave
MARKETING VERDE, COMPAÑA, PRODUCTO ORGÁNICO, ECONÓMIA SOSTENIBLE