Social marketing and the purchase decision process of millennials in carbonated beverages in Peru

Meza D.S.; Dávila G.E.M.; Chávez M.D.P.B.; Merino M.E.P. · Revista de Ciencias Sociales (2023) · DOI: 10.31876/rcs.v29i.40455

Resumen

Social marketing is a set of actions that a company develops to provide solutions to social and environmental problems, these actions are non-profit and seek the well-being of a community, responsible purchasing by consumers becomes an important factor for that companies take as a fundamental indicator to implement research and communication techniques towards improvements in a society. In this sense, the objective of this article was to analyze social marketing and the purchase decision process of millennials, segmented into soft drinks, in which a quantitative approach of basic typology was used with a correlational level and a non-experimental design. – transactional; there were 206 respondents through a questionnaire of 20 questions related to social marketing and purchase decision; Likewise, the development of the data was applied with Microsoft Excel and the SPSS software. The findings reveal that social marketing seeks new consumers, improving the purchase decision process, linked to brand value and ecological awareness. It is concluded that social marketing does not have a direct impact on the behavior of millennial consumers when buying a carbonated drink. © Licencia de Creative Commons Atribución 4.0 Internacional (CC BY 4.0)

Instituciones: Universidad Nacional Toribio Rodríguez de Mendoza de Amazonas; Universidad César Vallejo