Marketing social para disminuir el consumo de bebidas alcohólicas en los estudiantes de la Escuela de Ingeniería en Marketing, Facultad de Administración de Empresas de la ESPOCH

Abstract

The present study aimed to design a social marketing campaign that contributes to reduce the consumption of alcoholic drinks in students of the School of Marketing Engineering, at Espoch, Faculty of Business Administration. The research was developed based on the quali-quantitative approach that allowed the correct analysis of information. Surveys were applied digitally through the Google Drive platform aimed at students of the School of Marketing. The results obtained indicated that most of the students consume alcoholic beverages on special occasions and for relaxing, which generates them uncertainty, so they agree to receive the necessary information about the consequences through social networks due to the interaction there. This social marketing plan proposed strategies that will allow students to stop their drinking habits, as well as maintain a good relationship with their classmates, teachers, and their families resulting in the improvement. of their attitude towards the consumption of alcoholic drinks. It is recommended the application of thisproposal, as it will generate a highly positive growth for all of us who belong to the School of Marketing.