Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Quito (Cantón Rumiñahui). Año 2015

Abstract

he purpose of this study is to analyze the qualitative dimensions that determine the brand preference for the national beer consumption in Ecuador, focused on consumer assessment and preference. A market research was conducted using the descriptive method, managing the personal survey as a data collection technique applied to the national market. For the data collection, a sample of 300 individuals from the sector was established to carry out the study. The primary information was collected through surveys, with the aim of knowing consumer habits, brand preferences, motivators and the most preferred brand value. The secondary information was compiled from bibliographic sources. The study itself highlights the strategic analysis of national beer brands, as well as brand loyalty reflected in perceived quality, ultimately determining brand value. The importance of this research is to contribute to the companies of production and commercialization of beer in Ecuador since it will allow to scientifically identify the qualitative criteria that determine the preference in the consumption