Diseño de estrategias comunicacionales de Marketing, para fomentar el uso de contenedores destinados al depósito de desechos, impulsado por el GAD Municipal de La Troncal

Abstract

The current graduation research aims to propose marketing communicational strategies to promote the use of containers to place the waste; this project is proposed by the municipality of La Troncal, which will allow generating a higher tourist flow and at the same time, it will outstand the organization and cleaning in the city. The research methods used are qualitative and quantitative and allowed analyzing different contexts and characteristics. Some surveys were carried out for the inhabitants of the urban area in La Troncal County and the sample was calculated with the data obtained from the Census carried out in 2010 by INEC. Through these results, it was possible to determine the current situation of the county. Once the data were analyzed and interpreted it was possible to obtain the following findings: the highest part of surveyed people consider that throwing garbage in the sidewalk, parks and water springs is harmful for the environment and society as well, in addition they are predisposed to use the rubbish containers in an appropriate way. The proposal determines the creation of strategies like banners in urban busses and their stations, informative campaigns for the inhabitants through mass and alternative media making people conscious on the right use of containers.