Bibliographic citations
Dipaz, G., (2020). La percepción de mujeres entre los 25 a 35 años sobre la narrativa en temas de responsabilidad social. Caso Natura Cosméticos [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653548
Dipaz, G., La percepción de mujeres entre los 25 a 35 años sobre la narrativa en temas de responsabilidad social. Caso Natura Cosméticos [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653548
@misc{renati/1288514,
title = "La percepción de mujeres entre los 25 a 35 años sobre la narrativa en temas de responsabilidad social. Caso Natura Cosméticos",
author = "Dipaz Romero, Georgette Hillary",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Nowadays, social marketing is a strategy that has been implemented and executed in companies, with increasing importance for both purely commercial and positioning purposes. Although it is true, a company with social responsibility can influence internally, so their collaborators are getting influenced by them. The viability of this strategy in front of the final consumer has not yet been successfully identified. On the other hand, it is not only about executing a good action, but also knowing how to communicate it to your external audience, both actions must go hand in hand, so that this strategy has excellent results. And so finally influence the consumer's purchase decision in favor of the brand. That is why, this work seeks to analyze how communication is carried out based on social responsibility and determine if this action is truly valued by the target, and especially if it finally influences when choosing the product or service. . To conclude, this research will be carried out based on qualitative methodology, through in-depth interviews, segmented towards women between 35 and 45 years of age from socioeconomic level A and B.
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