Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en la cuidad de Riobamba en el año 2015

Abstract

The project frames the competition between beer brands in the market, reflecting the analysis of qualitative preference for imported beer brands in the city of Riobamba dimensions. The study is focused on the preferences of the population in the consumption of beer Heineken, Budweiser and Miller. an analysis of internal strengths and weaknesses of brands in the market riobambeño is performed, and external factors such as market opportunities and threats is determined. Features such as loyalty, awareness, courage, association and identification of each of the brands are identified through the collection of market information through a survey to determine consumers riobambeños acceptance of the product. Finally it can be determined that imported beer brands have higher level of acceptance for consumption in this city since the result of the variables that influence their preference not obtained a relevant value