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

Abstract

The present study aims to identify the qualitative dimensions that influence the customer’s preference of beer consumption related with domestic brands. Nowadays there is no formal information about why consumers prefer certain brands of beer. In recent years, in the domestic market, it is observed a strong competition between brands, due to the entry of new suppliers, especially for imported as well as for craft beer. The constant changes in the consumer taste behavior, altogether with the influence of globalization are forcing companies to seek, innovate and propose new flavors into their products, in order to satisfy the market demand. For the development of this research, technical literature collection as well as research methods, such as descriptive, inductive, analytical and deductive were used. In addition, direct surveys on the beer consumers in the city of Loja were conducted. The results show that the brand with the highest value for the consumers is “Club”. This is confirmed with a 37% of brand loyalty, first buying choice 41% and 34% brand fidelity.