Campaña de marketing social para promover la seguridad vial hacia los ciclistas, dirigido a los conductores de transporte público de la ciudad de Trujillo, 2023
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Date
2024
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Universidad Nacional de Trujillo
Abstract
La presente investigación tiene como finalidad elaborar una propuesta de marketing social para promover la seguridad vial hacia los ciclistas, dirigido a los conductores del transporte público de la ciudad de Trujillo, 2023. La investigación se realizó con un enfoque cuantitativo, de diseño no experimental y nivel descriptivo. La muestra estuvo representada por 373 conductores del transporte público y 384 ciclistas de la ciudad de Trujillo. Se concluyó que, el nivel de conocimiento respecto a prevención de accidentes es bajo, ya que el 75% no conoce cuál es la señal manual del ciclista para ir a la derecha, el 62% no sabe cuál es la señal para ir a la izquierda, el 55% no conoce la señal para ceder el paso y el 70% no conoce la señal manual del ciclista para detenerse. También, el 77% no sabe cuál es la velocidad máxima permitida para avenidas. Por otro lado, según los ciclistas, la mayoría de conductores no hacen caso a las señales manuales y no les ceden el paso. A partir de los resultados obtenidos, se elaboró la propuesta de campaña de marketing social en base a estrategias de comunicación usando piezas gráficas para medios digitales e impresos; videos y actividades vivenciales, diseñadas para informar y concienciar sobre la normativa en torno a la seguridad vial de los ciclistas.
The purpose of this research is to develop a social marketing proposal to promote road safety towards cyclists, aimed at public transport drivers in the city of Trujillo, 2023. The research was carried out with a quantitative approach, non-experimental design and descriptive level. The sample was represented by 373 public transport drivers and 384 cyclists from the city of Trujillo. It is concluded that the level of knowledge regarding accident prevention is low, since 75% do not know what the cyclist's manual signal is to go to the right, 62% do not know what the signal is to go left. , 55% do not know the signal to give way and 70% do not know the cyclist's manual signal to stop. Also, 77% do not know what the maximum speed allowed for avenues is. On the other hand, according to cyclists, most drivers do not pay attention to hand signals and do not yield to them. Based on the results obtained, the social marketing campaign proposal was developed based on communication strategies using graphic pieces for digital and printed media; videos and experiential activities, designed to inform and raise awareness about the regulations surrounding road safety for cyclists.
The purpose of this research is to develop a social marketing proposal to promote road safety towards cyclists, aimed at public transport drivers in the city of Trujillo, 2023. The research was carried out with a quantitative approach, non-experimental design and descriptive level. The sample was represented by 373 public transport drivers and 384 cyclists from the city of Trujillo. It is concluded that the level of knowledge regarding accident prevention is low, since 75% do not know what the cyclist's manual signal is to go to the right, 62% do not know what the signal is to go left. , 55% do not know the signal to give way and 70% do not know the cyclist's manual signal to stop. Also, 77% do not know what the maximum speed allowed for avenues is. On the other hand, according to cyclists, most drivers do not pay attention to hand signals and do not yield to them. Based on the results obtained, the social marketing campaign proposal was developed based on communication strategies using graphic pieces for digital and printed media; videos and experiential activities, designed to inform and raise awareness about the regulations surrounding road safety for cyclists.
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Keywords
Comunicación, Marketing, Comportamiento social, Seguridad del transporte