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

Abstract

The beer market in Ecuador, grows significantly and with it the possibilities of entering or consolidating for various brands of beer; Among them the national brands: Pilsener, Club and Budweiser. The consumption of national and international beer deserves to be reviewed in large markets, but at the same time to consider those markets denominated small in the country, such is the case of coastal cities like Pasaje, El Oro Province.

This study is based on the strategic analysis of the three national beer brands noted above and their dimensional analysis, establishing that in the city of Pasaje practically all the population surveyed are aware of the brands studied and have consumed these products Being able to establish opinions on the quality of the three products.

The study showed a high tendency of people consulted who are willing to buy the national brands of beer investigated, determining that the one of greater consumption in the city of Pasaje is the beer Pilsener.