Plan de marketing social para disminuir la migración de la parroquia rural San José de Chazo, cantón Guano

Abstract

The present study called: A social marketing plan for the rural parish San José de Chazo, located in Guano canton, aims to reduce rural-urban migration through strategies to contribute to the improvement of the economy of the population achieving full social development. First of all, the methodology used was the qualitative and quantitative approach with a nonexperimental and a cross-sectional design. The field study was carried out through a survey applied to 277 inhabitants and two interviews to the president of the parish council and a councilor in charge of rural development of the municipality of Guano that helped to determine the situation of the Chaceña community. Also, an internal and external analysis was carried out through the SWOT strategic matrix which was based on the results of the applied research instruments. The study evidenced that 57% of the surveyed population migrates to improve their quality of life not to mention the incidence of environmental factors such as droughts and pests, along with very low prices that affect the economy of farmers. In conclusion, this social marketing plan allows to reduce migration from San José de Chazo parish through the implementation of strategies such as: training, manual of gardens, workshops, agreements, machine acquisitions, participation in fairs that will mitigate migration. Therefore, the application of the10 proposed strategies is recommended.