Study on the Perception of the Social Marketing Mix of the Animal Health Department of Xalapa and Its Relationship with Consumer Behavior Regarding Animal Welfare Actions
DOI:
https://doi.org/10.25009/is.vi20.2951Keywords:
social marketing, public agencies, consumer behavior, responsible animal ownershipAbstract
In Mexico, there are laws and public agencies with the objective of promoting a culture of responsible animal ownership, however, some institutions are not effectively fulfilling their mission, which is reflected in the high number of dogs in situations of abuse and abandonment in cities. This document shows the methodology that was followed for the development of research with a mixed approach, with a descriptive correlational scope, whose main objective was to determine if there is a relationship between the perception of the social marketing mix of the Animal Health Department of Xalapa and consumer behavior regarding animal welfare actions. However, it only presents the results of the qualitative research, due to the importance of the analysis of the conformation of existing social representations in the study variables.
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