Relación entre el marketing y la obesidad infantil, una perspectiva desde la población económicamente activa en Cuenca-Ecuador / Relationship between marketing and childhood obesity, a perspective from the economically active population in Cuenca-Ecuador

In Ecuador, the rates of childhood obesity have increased with respect to years ago, so this article presents an exploratory-descriptive research on the incidence of Marketing in overweight (SP) and childhood obesity (OI) and, the relationship with socio-economic and socio-demographic factors that influence it within the urban perimeter of the city of Cuenca-Ecuador. Quantitative research was carried out through surveys of economically active people with children between 5 and 11 years old. A correlation was identified between the different marketing strategies and childhood obesity. 75.3% of parents answered that promotional tactics influence their purchasing decisions, and as a result it was found that this affects the condition of SP and OI (p = 0.007). The research revealed that obesity increases in those socioeconomic levels (NSE) lower, there being an inverse relationship between these variables (p = 0.08). In addition, a relationship was found between the sex of the child and the possibility of suffering some degree of overweight or obesity (p = 0.41). Physical activity is replaced by media entertainment activities 84.4% of children dedicate between 1 and 5 hours a day. The habit of households (36.4%) is highlighted by watching television during food intake, which allows the development of OI and SP in children (p = 0.01). The results obtained will serve as a pillar with time to take measures regarding Social Marketing and Corporate Social Responsibility.