Diseño de estrategias comunicacionales de Marketing para fomentar la cultura al uso de contenedores azules ecológicos destinados al acopio para los desechos plásticos impulsados por el GAD Municipal Riobamba

Abstract

A design on communication strategies of marketing was carried out to foster the culture of the use of ecological blue containers for the collection of the plastic wastes promoted by the Municipal GAD Riobamba. The methodology which will be applied in the development of the present investigation is qualitative-quantitative, as it will be analyzed in situational and structural context. The people involved in this investigation process whit, whit an applied questionnaire, are the citizens from the urban sector of Riobamba city; the obtained data were analyzed and interpreted to be able to diagnose the following findings : the interviewed people do not have any knowledge of the ecological containers, most of the are not identified whit the Ecological Culture, the waste containers easily identified were those common containers; the city cleanliness is the first impression of the ecological container ; the interviewed people agree on that the ecological culture represent us nationally ; the factors to be strengthened are the publicity nationally and locally. The strategies stated to improve the ecological culture are the BTL publicity and the ATL media plan. It is recommended to immediately apply the new Corporative Image whit all its components, both at the internal and external level to attain the acceptance level desired by the citizenship.