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

Abstract

Abstract: This research aims to provide a diagnosis of the factors that influence consumers when making their choice of the three brands of imported beer (Heineken, Miller and Budweiser canned presentation), in the city of Latacunga. The research was carried out based on the opinion of consumers of imported beer in the major supermarket chains in the city of Latacunga through surveys. These imported beer brands need advertising and promotion because domestic brands are indisputably positioned in the minds of brewers consumers. The research will scientifically identify qualitative criteria such as: brand awareness, brand positioning, brand loyalty, willingness to pay a premium price for the brand, perceived quality, purchase intent and brand value; through the features consumers want and criteria that drive them and therefore prefer to consume imported beer brands in the city of Latacunga.