Análisis de las dimensiones cualitativas que determinan la preferencia de la marca nacional para el consumo de cerveza nacional en la cuidad de Cayambe

Abstract

This study is based on analysis of the qualitative dimensions that determine the preference of the national brand, for the consumption of domestic beer in the town of Cayambe, it aims to determine the decisive factors for buying beer, showing the reality specific consumer market of the City of Cayambe. Through the implementation of 300 surveys, containing 31 questions, applied to the population, the processing of the data allowed us to determine the preference and purchase to the Pilsener brand first with 79%, Club second with the Budweiser 42% and in third place with 27%, by analyzing attributes given to each mark in relation to: satisfaction, personality, loyalty, perceived quality, given value, price and level of accessibility. The diversity of approaches, allow make strategic decisions in the field of production and marketing of the product, taking advantage of business opportunities based on needs to get and stay in the minds of consumers in a growing sector as the city of Cayambe