Diseño de un Modelo de Gestión de Marketing Social para contrarrestar la violencia de género en el cantón Píllaro provincia de Tungurahua

Abstract

The design of a management model of social marketing to counter gender violence At Píllaro Canton Tungurahua province, aims to determine the need for statistical data on what percentage of gender violence in Pillaro, what are the factors involved and how they can counter this problem. The methods used are qualitative, quantitative, deductive, inductive analytic and synthetic; they allow them to have a clear, concise and decisive investigation. To effect has been used as a tool for social marketing is one who seeks to understand the causes of gender violence is encouraged and is characterized by creating initiatives for change. The Tungurahua province being the second to national level with most of the cases registered by the National Institute of Statistics and Census records Pillaro 56% of cases as reflected by the market research conducted for this research data. The proposal stands contain important points that are intended to counteract this social problema through images and messages that are routed to look for changes in behavior for both men and women, with the aim of promoting awareness programs where they encourage men to have changing attitudes to women and not only programs where women tell which is believed to be behavior.