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

Abstract

Abstract: The research work is carried out before the existence of aggressive competition between different brands of beer stand those seeking to reach consumers; "Analysis of qualitative dimensions determining brand preference for domestic beer consumption in Zamora: for this reason the issue arises. 2015", the work was oriented on the objective of analyzing qualitative dimensions determining brand preference for consumption of domestic beer in the city of Zamora, so that worked with 300 people who surveys on beer was applied Pilsener, Club and Budweiser, with 100 surveys each brand; The instrument used was a questionnaire of 31 questions regarding the qualitative dimensions that determine the preference of consumption of beer; between the result achieved it is determined that the most consumed beer in the market is the Pilsener zamorano and that people are willing to consume products of a local brand, because they consider to products made locally of good quality.