Marketing social para la percepción del uso del cannabis con fines medicinales e industriales de la Cooperativa de Producción Agrícola Ananda en la ciudad de Riobamba

Abstract

The study objective of this research project on Social Marketing for the perception of the use of cannabis for medicinal and industrial purposes of the Agricultural Production Cooperative Ananda in the city of Riobamba was to generate an awareness campaign with relevant and quality information, which contributes to improving the lack of knowledge in a cultural, social, economic and political context, in addition to obtaining a competitive advantage in the market. Arguments were used with theoretical aspects based on concepts, tools, and strategies to support the information. The methodology was based on the application of surveys to people in strategic areas in the city of Riobamba. Strategic planning tools were applied to determine the company's current situation and improve it, such as macro and micro environment analysis, PEST analysis, MEFE matrix, MEFI, and SWOT matrix. The field study determined that a large percentage of the surveyed population is unaware of the existence and activities of the Ananda Agricultural Production Cooperative, and another portion stated that marijuana is a drug. Therefore, the marketing tools were used to generate social communication strategies that contribute to improving the perception of cannabis and strengthening the brand. It was concluded that an awareness-raising communication plan could positively impact society through education and participation, especially in an industry with great potential for generating income and sources of employment. It is recommended that all the actions proposed in the social marketing campaign of this research be implemented.