Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de vino importado en la ciudad de Loja. Año 2015

Abstract

The following study’s main objective is to identify qualitative factors that have influence on the imported brand preference for wine consumption in the city of Loja. To conclude with these characteristics is necessary to do an investigation with bibliographical collection techniques and also investigative methods as descriptive, inductive, analytical and deductive. Besides surveys applied in key places where wine drinkers are, resulting in the description of variables and contributing with a set of information required to know the preference of wine consumption, the aspects on which people identify themselves the most or which motives influence on the inclination on the brand preference. This investigation contributes to national companies that are producing and importing wine in the city of Loja, as it allows to identify consumer preference with which they could improve their production and succeed in improving their sales, also it includes tools that will identify strategies for trade the product, and to establish the brand preference of imported wine for the consumers.