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

The research work is carried out before the existence of aggressive competition between the different brands of beer who seek to excel to reach the consumer; For this reason the theme: "Analysis of the qualitative dimensions that determine the brand preference for the national beer consumption in Zamora. Year 2015 ", the work was oriented to analyze the qualitative dimensions that determine the brand preference for the national beer consumption in the city of Zamora, so we worked with 300 people to whom beer surveys were applied Pilsener, Club and Budweiser, with 100 surveys for each brand; The instrument used consisted of a questionnaire of 31 questions regarding the qualitative dimensions that determine the preference of beer consumption; Among the results achieved it is determined that the beer with the highest consumption in the Zamorano market is the Pilsener and that the population is willing to consume products of a local brand, because they consider products made locally of good quality.