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

Analysis of the qualitative dimensions that determine the national brand preference for beer consumption in the city of Azogues, 2015 "is of particular importance for marketing companies, wholesalers, retailers and consumers in general, because it allows strategic plans to be made for investments . The consumption of alcoholic beverages in Ecuadorian society is important, on the one hand the state has implemented a series of taxes on this type of products, in turn companies seek to access new consumers. This work was carried out by consulting secondary and primary information sources, with surveys directly to consumers of these products; Determining the preferences of national brand beer. With the information obtained, it is intended to provide truthful and effective information on the value of the brand of the national beer product, guidelines so that the marketing companies can set new goals to improve their income. Consequently there is a close relationship between the consumer's perception of the brand, its value and loyalty to it.