Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Machala. Año 2015

Abstract

Abstract: The purpose of this research project is to analyze the qualitative dimensions that determine the preference of national beer brand consumption in the city of Machala in 2015, for which 300 consumer surveys were used, taking as population the consumers of Machala city, the survey allowed to measure consciousness and perceived quality of the brand, the perceived value, brand personality, business trust, loyalty, brand value, willingness to pay a premium price and purchase intent. This analysis will provide businesses competing in the Ecuadorian market, an aid to identify the brand positioning and at the same time preferences and tastes of consumers. Furthermore, this research project was complemented with the SWOT analysis and PORTER's forces, the goal is to identify strategies and provide inside information to manufacturers and marketers of beer. The obtained results, suggest a greater preference with Pilsener brand by 69%, 59% Club and Budweiser (bottle) with 29% of consumers in the city of Machala.