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Impact of social marketing strategies applied to the informal market in the city of guayaquil

Abstract:

Informality is a concept that was born around the 70s, a term that was established by researcher Keith Hart. The informal market is made up of those people who do not have a job and a fixed salary and who decide to commercialize prohibited goods and / or services that are not regulated by the state. In Ecuador, Guayaquil is one of the 5 main cities that has the highest rate with respect to the population of the informal market, there are social marketing strategies applied to informal commerce such as training and incentive campaigns that positively affect this market and also the marketing mix that informal marketers often apply.