El impacto de la publicidad de semaforización en los productos de consumo masivo en los hogares de estrato medio - alto en la ciudad de Riobamba provincia de Chimborazo

Abstract

The present research aimed to determine the impact of the traffic light advertising in the mass consumer products in high- middle stratum homes in Riobamba city, Chimborazo Province, through this research made it possible to know the housewives’ shopping experience with the mass consumer products. A mixed method (quantitative and qualitative) approach with a descriptive scope and non-experimental transversal design was used in order to determine the relevance that has had the traffic light label. The key results were that in rural areas there is a lack of knowledge of the traffic light label, most people buy their products based on quality. Usually, the couples do the shopping for their homes; most people in the urban area analyze the traffic light label to buy the products. It is recommended to undertake advertising strategies whit marketing approach as advertising spots, educational talks in institutions, to place eye - catching advertising in strategic locations in the city in order to inform and generate changes in people and in this way to create awareness among citizens about healthy nutrition.