Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cervezas globales en la ciudad de Cayambe - Ecuador año 2016

Abstract

Abstract: In Ecuador the beer preference compering to other alcoholic beverages is significant, the most known brand with an important participation on the market is Pilsener nationally produce by Cervcería Nacional. However, there is a significant variety of other brands and products commercialize in the country focussing in different market segments and niches, which makes the Ecuadorian market a very competitive one; where not only the national brands are fighting to get the consumers but the international and global brands as well. According to this, the main goal of this study is scientifically identify the qualitative criteria that marks the preferences in imported and global brands in the beer consumers and in consequence the positioning of this brands; due to the different preference criteria when the costumers choose one or other, been this type of alcoholic beverage a lead product in the Ecuadorian market makes this study much more important because of the monetary value that it has on the market This information is high value for the companies that produce, import and commercialize beverages because it will allow them to generate commercial strategies supported by analysis tools as: the five competitive forces of Porter and SWOT analysis.