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

Abstract

The present research analyzes the environment in which sales of imported beer are developed in the Yantzaza canton, with the Heineken brand, Budweiser and Miller being the pillars on which the results are based.

The Internal Revenue Service, states that in 2012 the Income Tax collected in the canton Yantzaza, represented 40.20% of total in the province Zamora Chinchipe. Consumers in the canton Yantzaza recognize, identify, perceive excellent quality in price and taste, there is a good intention to buy and they are familiar with the distinguishing characteristics of the Premium product in the imported brands of the National brand, but in contrast there is a Lack of positioning in the market, factor that is reflected in the final sales, being the mark Heineken the first, second place to Budweiser, it is determined that the maca Miller does not have a participation in the market in this canton.