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

Abstract: The present research has as purpose the identification of them dimensions qualitative that influence in the preference of brands national for the consumption of beer. Also seeks to contribute to the production and marketing of beer in Ecuador, companies 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. Bibliographic collection techniques it used and descriptive, inductive, analytical and deductive methods were applied, besides direct surveys applied to consumers. As result of the research is has could determine that there are brands well positioned in this city, being Pilsener it of greater preference very followed of the Club, them same that have the greater demand due to its excellent distribution, marketing, prices, fidelity and customs of consumption from these inhabitants. Otherwise with the Budweiser brand, which is the less consumed in this city since it is missing make a more aggressive marketing campaign to enter this market takes place.