Análisis del comportamiento de la demanda del lactario en la Clínica Kennedy Policentro y propuesta de un plan de marketing.

Abstract

The general objective of this study is to analyze the behavior of the nursing demand at the Kennedy Policentro Clinic and to propose a marketing plan. The study methodology was a quantitative approach, with a descriptive scope, nonexperimental design, whose sample was established in 278 users through a questionnaire adapted according to the theoretical bases. The results showed that 35.3% are women with an age range of 31 to 35 years, 60.4% do not know what an institutional lactation is, followed by 79.9% who have never used said space, 59.4% estimated that the most An important part of that place lies in free access, in addition to indicators that belong to the lack of knowledge that the mother presents about her breastfeeding rights, causing in some cases the abandonment of breastfeeding the infant. The proposal, to promote and promote these spaces through theoretical, physical and technical practice, presents a series of marketing strategies that promote an increase in users through training, advertising banners and other events related to the theme.