Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada, para el consumo de cerveza en la ciudad de Quevedo, año 2015

Abstract

This investigative work tries to contribute in an important way to the companies of production and commercialization of beer in Ecuador. In order to analyze the qualitative dimensions that determine the imported brand preference for beer consumption in the city of Quevedo in the year 2015. Secondary information was used to describe the beer market in Ecuador such as: history, Consumer, demand, supply and competition. Primary information was collected by means of the application of 300 surveys (100 / Heineken, 100 / Miller, 100 / Budweiser), to demonstrate the dimensional aspects that determine the preference of marks, according to the latent variables specified in the card Research technique, thus knowing what is the brand value of greater acceptance in this city. In addition, two strategic analyzes of the three brands were used together: FODA and Porter Matrix. Of the results obtained, the brand preferred by consumers is Heineken with 29.00%, followed by Miller with 26.00% respectively.