Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Quito, provincia de Pichincha, año 2015

Abstract

The analysis of the qualitative dimensions around the preference of brands in the market of beer in the city of Quito. Beer is a low-alcohol drink considered a moderation highly prized not only for its legendary history but also for its taste, variety and quality. In Ecuador, beer occupies the first place of demand within the alcoholic beverages being a very important segment in the market, for that reason and based on a scientific study the consumer profile, the national demand, the supply and competition In the market and the brand preference, which allowed to obtain information for the analysis of the qualitative dimensions of the brands. Through the Porter diamond and SWOT analysis, the selected brands were investigated allowing to propose market strategies. To know the brand preference we studied some variables immersed in the personal survey, product of which results were obtained that were analyzed in detail, facilitating the knowledge that the value of the brand has for the consumer.