Marketing social para propiciar conductas de consumo hacia los productos de los huertos orgánicos del proyecto Caritas de la Diócesis de Riobamba

Abstract

The present research work had as objetive to implementa social marketing to propiatiate consumption behaviors towards the products of the organic gardens of the Caritas Project of the Diocese of the city of Riobamba, to comply with the mentioned a mixed approach that is qualitative and quantitative was applied, with a descriptive research level and a cross-sectional research design because a survey was conducted to the economically active population of the canton Riobamba and interview to obtain data for the research, where the results of the market research showed important findings such as: 65% of people mentioned that theydo not know the products of this project, also the reason why they consume organic products is because they are healthy and are environmentally friendly and that when purchasing a purchase they choose for their quality and that the mont frequented place to maje their purchase of such products is in the markets of the city, Taking into account the results and developed an analysis, we proceeded to the desing of strategies for a social marketing program in order to encourage consumer behavior to organic products of the Project, therefore it is concluded that the implementation of the proposals such as awareness, promotion and increase of new producers will encourage consumer behavior towards organic products, it is recommended to conduct a market study to increase points of sale of the project, supported in a partnership with the parishes of the canton.