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

Abstract

The work is developed through the analysis of the qualitative dimensions that determine the preference of consumption of imported beer in Zamora, to perform the work was used investigative methods such as descriptive, analytical, deductive and inductive results is determined that there is loyalty , Awareness, perceived quality, perceived value to the Budweiser product because the Zamorans identify it more easily, as far as brand awareness is fostered in imported brands due to recognition for the type of products such as Heineken, loyalty Of the mark this does not exist as far as imported products are concerned, in the analysis of perceived quality this is the right one for products of the imported type, but this quality is not directly related to the price that are in sale, So you should have a better relationship between quality product and the current sales price. Among the recommendations reached is that the sales price of imported beer products should be improved.