Marketing social para fomentar el comercio justo en la ciudad de Riobamba

Abstract

The objective of this study was to implement social marketing strategies with the active participation of social actors that promote fair trade in Riobamba city, for which relevant information was obtained from citizens about the main business in the city. The investigation led to the elaboration and collection of data and information through the implementation of an interview and surveys that helped to verify it. The field work made it possible to determine that 41.7% of the people surveyed remain unaware of fair trade and that the absence of commercial strategies motivates a permanent increase in prices of basic necessities, which was ratified even during the emergency. In addition, it has been verified that the only places where the participation of fair trade is recognized is in the urban markets, arguing that the only institution that promotes these marketing practices is the Ministry of Agriculture and Livestock with a 31.7%. Based on the results obtained, it was possible to appreciate that the absence of social marketing has weakened the establishment of fair trade, despite becoming one of the most important initiatives to guarantee the recovery of investment. There is a marked disorganization of those who make up fair trade. The absence of guidelines has motivated isolated efforts to prevail, without allowing to increase the income of producers and merchants, as well as raising the social recognition of the system in the market of Riobamba city. It is suggested to implement the associativity strategy to unify efforts, to work together around the objectives proposed by the fair trade system, to ensure that the number of producers is greater and the number of intermediaries is less, favoring the interests of the consumers belonging to the market in Riobamba city.