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

Abstract

Abstract: This research allowed to determine by an analysis of qualitative dimensions which is the brand preference for beer consumption at Santa Elena City. Competition among local brands exists in the emerging market country, which brings into play the different factors that develop an important role in decision making of a brand by the consumers. The problem that affects the city of Santa Elena, it's not to know exactly when a costumer fails to consume a beer brand or where there is a possibility to stop consuming to find another type of alcoholic beverage. To collect information and answer the above concerns, a research of deductive, inductive, descriptive and analytical approach is proposed, a survey technique and observation was also used, since the individual's behavior will be examined in external way. According to the results, 91% of respondents know the Pilsener brand against other trademarks which are the club with 90% and Budweiser with 88%. Pilsener is the best positioned brand in the market with 77%.