Análisis de las estrategias de marketing social para entidades financieras en la ciudad de Guayaquil.

Abstract

The purpose of this study is to analyze social marketing strategies for financial institutions in the city of Guayaquil. The problem that gives rise to the topic is derived from the challenges faced by the financial sector due to informality in loans or other services. An exploratory and descriptive methodology is proposed with the use of interviews and surveys as data collection techniques. The main results allow us to observe that the citizens of Guayaquil are afraid of financial services due to high rates and requirements, however, they recognize that a social perspective, inclusion and financial education are elements that can influence their decision to purchase these products. It is concluded that an interactive social marketing strategy, focused on community assistance actions based on digital transformation, complemented with programs and education to improve credit history and know how to act in risk centers, are pertinent actions to attract this segment and provide solutions to social and financial needs.