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

Abstract

At present, the brewing industry in Ecuador is becoming more competitive and attractive for new participants, despite the high barriers of restriction imposed by large national companies that have practically monopolized the market. This research is based on analyzing the qualities that the imported brands possess and the factors that determine the preference for the consumption of said beers in the city of Guayaquil in the year 2015; Where it is found that most consumers know, value and feel familiar with brands, offer quality products and generate confidence; Although, there is little consumer loyalty, due largely to price which is evidenced by their small share of the current market. The study contributes to the fact that the commercial companies of these brands can know the different criteria of the consumers when choosing a beer and with this information manage to focus their efforts in creating strategies that allow to increase their sales and achieve a greater positioning of their marks