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

The present research is intended to be a diagnostic 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 investigation was carried out based on the opinion of consumers of imported beer at the main supermarket chains in the city of Latacunga by means of surveys. These imported beer brands need publicity and promotion because national brands are indisputably positioned in the minds of beer consumers. The research will allow scientific identification of 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 characteristics that the consumers are looking for and the criteria that impel them to prefer and therefore to consume beer of imported brands in the city of Latacunga.