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

Abstract: At present the brewing industry in Ecuador is becoming more competitive and attractive to new entrants despite the high barriers restriction imposed by large national companies that have virtually monopolized the market. The research is based on analyzing the qualities possessed imported brands and the factors determining the preference for consumption of such beer in the city of Guayaquil in 2015; where it is found that most consumers know, they appreciate and feel familiar with brands, offer quality products and build confidence; although there is little consumer loyalty, due largely to the price which is evident in their small share in the market today. This study contributes to the trading companies imported brands of beer can know which different criteria for consumers when opting for a beer and achieve focus their efforts on creating strategies to increase sales and achieve greater brand positioning.