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

Abstract

he present research has the purpose of identifying the qualitative dimensions that influence the preference of national brands for beer consumption. In addition, it seeks to contribute to the production and commercialization of beer in Ecuador, trying to scientifically identify the qualitative criteria that determine the preference in beer consumption and consequently the positioning of a specific brand in the city of Macas. For this, bibliographic collection techniques were used and descriptive, inductive, analytical and deductive methods were applied, and direct surveys were applied to consumers. As a result of the investigation, it has been possible to determine that there are well-positioned brands in this city, Pilsener being the most highly followed by the Club, which have the highest demand due to their excellent distribution, marketing, prices, loyalty and customs Of consumption by these inhabitants. The opposite is true with the Budweiser brand, which is the least consumed in this city since it needs to carry out a more aggressive marketing campaign in order to enter this market.