Plan de marketing social para la creación de una casa hogar de la fundación de asistencia social del Ecuador “Sofi y Dani” en el cantón Cumandá

Abstract

The current research was developed with the main objective of analyzing the real situation of the elderly and their different needs with respect to attention and care, for this the Sofi and Dani Foundation proposes the construction of a home, by attracting donors, which contribute with economic, material and food resources, thus improving the quality of life of society in the Canton Cumandá. For the effect of the research, the design of the transversal methodology was established, with a quantitative approach, which allows identifying the reality of the problem based on statistical data collected from the population identified for this study, being these entrepreneurs and the administration of the foundation, for this it was necessary to establish instruments such as surveys and structured interviews in the digital platform Google Forms, in addition the bibliographic method was used to support in a theoretical way the variables related to the proposed topic. After applying the instruments, significant results were obtained, where 29% of the businessmen of Cumandá canton have never heard about the Sofí y Danny Foundation, 46% agree with the implementation of social aid planning, 39% say that they will assist as a volunteer to the social aid program, With respect to the survey applied to older adults, 81% of older adults stated that they have heard about the work of the social assistance foundation of Ecuador Sofi and Dani, 81% do not benefit from the current program of the human development voucher, for this reason 100% stated that they would like to receive immediate help from the foundation. According to these results, it is decisively concluded the need to build a home for the benefit of the elderly, where they can receive the respective attention and care that will help to improve the quality of social life in the Cumanda canton.