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

Abstract

This analysis was performed in order to get to know the level of acceptance of the population of the town of Machachi located in the province of Pichincha on imported beer brands. This analysis allowed to diagnose the current state of imported brands in that location, making relevant information to focus the pros and cons of the brewing domestic industry from imported brands. In the first chapter you can see all the history of this project, itself containing the respective objectives, problem definition, development rationale and assumptions of this analysis. In the second chapter the history of beer is developed in Ecuador as well as to propose a consumer profile of beer and different factors that tip the decision to consume beer brand. The third chapter deals with the development of results and a qualitative analysis of all market research conducted in the city of Machachi in different variables proposals on the preference of imported beer brands.