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

Abstract

This research analyzed the qualitative dimensions that determine the brand preference for the national beer consumption in the city of Quevedo, province of Los Ríos. A brief description of the method used, as well as the resources to develop this thesis was made. Research instruments were applied to residents of the city of Quevedo, which served to establish that of the three brands of national beer, the Club brand is preferred by consumers for their quality, taste and presentation, followed by the brand Pilsener Its affordable price, and finally the least consumed is the Budweiser brand, because its quality is not good.