Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Azogues, año 2015

Abstract

Abstract: "Qualitative dimensions analysis that define national brand preference for beer consumption in Azogues, year 2015" has special significance for commercialization companies, wholesalers, retailers as well as the general consumers since it allows to know about the strategic plans to make investments in this locality. Alcoholic beverage consumption in Ecuadorian society is important due to the Government has introduce series of taxes to this kind of products, and because of this, the Ecuadorian companies look for new consumers. This work was done based on primary and secondary sources look up, through surveys directly done to this type of products consumers. After the tabulation of the data the preferences about beer national brand could be determined. In addition, based on the obtained information, is pretended to provide verified and effective information about the brand value for national products. Regarding to beer consumption, is pretended to provide a pattern which trading companies will state new goals with in order to improve their incomes. Therefore, there is a close relationship between the perception the consumer has about brand, its value and loyalty to it.