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

Abstract

The present research was based on an analysis of the qualitative dimensions that determine the preference of imported brand of beer in the city of Azogues, specifically of imported brands: Heineken, Miller and Budweiser (bottle presentation). Product there are factors that influence the consumer are: personal, psychological, social and cultural. The consumption of beer was investigated through surveys to get to identify which is the preferred brand. The results obtained give enough guidelines for the companies that manufacture this type of product to develop competitive strategies against their rivals, so that the processed product meets the needs and loyalty to its customers with the brand, in this way Achieve a good position within the market.