Marketing social para los actores de la economía popular y solidaria del cantón Riobamba, provincia de Chimborazo

Abstract

The objective of this degree work is to carry out a Social Marketing study for the Actors of the Popular and Solidarity Economy of Riobamba canton, Chimborazo province, through an analysis of the artisanal sectors which are part of this economic system to achieve a change from the mental and reasonable point of view regarding the presentation of its products to the market. For the work development, a field investigation was carried out to analyze the growth of the products and its manufacturing processes. The methods used were the interview and the direct observation of each one of the groups of actors of the Popular and Solidarity Economy, such as textiles, metalworking, wood, cleaning, and catering. The main findings observed were the lack of knowledge of what Social Marketing is, the absence of support at the provincial level by the public company, and the absence of motivation to accomplish the achievements at the national level. The proposal contains online (social networks) and offline (traditional media) marketing strategies that will allow taking advantage of all the opportunities that the Internet and the mass media offer to enhance a product or service more effectively. The application of the proposed plan strategies is recommended as it will guarantee a favorable change of mind in the actors of the Popular and Solidarity Economy.