Bibliographic citations
Avalos, K., (2014). Relevancia de la aplicación de estrategias de marketing ecológico en la toma de decisión de compra de los consumidores jóvenes de productos cosméticos en la ciudad de Trujillo [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/6498
Avalos, K., Relevancia de la aplicación de estrategias de marketing ecológico en la toma de decisión de compra de los consumidores jóvenes de productos cosméticos en la ciudad de Trujillo [Tesis]. PE: Universidad Privada del Norte; 2014. https://hdl.handle.net/11537/6498
@misc{sunedu/4111920,
title = "Relevancia de la aplicación de estrategias de marketing ecológico en la toma de decisión de compra de los consumidores jóvenes de productos cosméticos en la ciudad de Trujillo",
author = "Avalos Horna, Karen Tatiana",
publisher = "Universidad Privada del Norte",
year = "2014"
}
In this age of environmental degradation, pollution, overpopulation, global warming, etc., there is talking of a greater commitment from municipalities, businesses and society in general. It´s in this environment where there has been a new approach to Marketing, known as the Ecological Marketing, which in addition to generating profit to the company also seeks to meet the needs of a consumer who is more concerned about the environment. The main purpose of this thesis is to define the degree of importance of implementing strategies of this new ecological marketing and the business of cosmetics and beauty was selected because this is one of the most important for the female gender and by the very fact of being products that have more to do with aesthetics, it wanted to analyze whether consumers not only seek their own benefit, but also for society. For that is generated the next discussion about the relevance of applying ecological marketing strategies by cosmetic companies in the purchase decision of young consumers of the city of Trujillo, only in the districts covered of Trujillo and Victor Larco. To carry out research in depth they were the topics more relevants to the development of it and allows progressively understand their different ways, this project begins with an overview of marketing, where marketing changed to a marketing more responsible or ecological, in addition to its importance, perspectives and strategies of ecological mix. It also spoke about the consumer behavior and defined himself, plus consumer motivation and the factors that influence their behavior and purchase decisions were. Finally the theoretical part concludes with the theme on green consumption and ecological criteria, defining the ecological consumer. As principal hypothesis is believed that the importance of green marketing strategies applied by cosmetic companies for consumer decision making is low due to poor knowledge possessed by the consumer on these strategies. The main results obtained that the consumer of cosmetic companies doesn't have a clear concept of what is ecological marketing, so desn't give too much importance to the implementation of ecological marketing strategies applied by them. It was also recognized brand of cosmetics applied such strategies and that is recognized by most study participants. This information was obtained based on interviews and surveys of a sample of the population of the city of Trujillo, La Libertad, Peru, from the districts of Trujillo and Victor Larco.
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