Marketing Social para el sector industrial de Tungurahua, un estudio causal a partir de análisis factorial

Abstract

The industrial sector of the province of Tungurahua is very extensive, covers the sectors such as: textile, food, glass, automotive, tanneries, among others. However, the footwear industry comprises the majority of the Tungurahua industry with 44%, making the province the leader in footwear confession. In addition, the province has a space for the industrial sector that is the Business Corporation of the Industrial Park, where work is carried out with social and environmental responsibility. It is for this reason that the present research work has focused on contributing to the development of knowledge of marketing professionals about the key elements, their use and configuration for interventions in the organization, from an empirical study to the psychometric properties of the fundamental categories of social marketing using exploratory factor analysis. The data provided by the research provide information on different subgroups of the population and the social and cultural environments in which people act on behavioral decisions. This information is used to make strategic marketing decisions about the audience segments to which the benefits that reduction costs are offered are directed. The proposal of this research is to provide a practical categorical system based on conceptual foundations. In addition, a logical history is described, from which the fundamental categories and those of the second and third order emerge.