“Marketing y manifestaciones culturales de la parroquía rural Cubijíes, cantón Riobamba, provincia de Chimborazo”

ABSTRACT: The research project has the purpose of determining the relation between Marketing and the Cultural Manifestations of the rural parish of Cubijies. It has a qualitative and quantitative character. Its design is non-experimental transversal. The survey was used as a tool for the two research variables: Marketing as the independent variable, and Cultural Manifestations as the dependent variable; for this purpose, possible visitors to the parish were sampled to determine their preferences regarding cultural events and the means by which they receive information about them; and to the economically active population of the rural parish of Cubijies, who are the ones who know and practice the different manifestations that exist in the parish such as the elaboration of artisan pyrotechnics, the staging of the traditional Bands of Town, religious festivities, and the traditional gastronomy of the area. The data obtained from the surveys were processed with the IBM SPSS version 22 program and hypothesis testing through the Rho Spearman test, which allowed establishing the relation between Marketing and its dimensions and Cultural Demonstrations. The interpretation of data allowed to elaborate the proposal: Marketing strategies for the dissemination of the Cultural Manifestations of the Rural Parish Cubijies, Riobamba canton, Chimborazo province; where you can find the current state of the media used by the parish for socialization and information and a SWOT (Strengths, Opportunities, Weaknesses, Threats). The analysis was carried out to determine the specific strategies that would help in the correct dissemination of these cultural manifestations with the help of digital media and social networks, the channels with which the target market feels most identified when receiving information.