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

Abstract

The consumption of national beer is marked by several factors that affect the moment of consuming it, with this aim is to obtain qualitative information to know the levels of preference, knowledge, experience of each of the consumers of the city of Gualaceo who consume, To satisfy the demand of the national brand beer market. For the study, information was collected by surveying a sample of 300 elderly people, a place of greater affluence, that allowed to know the profile of the consumer influenced by several factors when choosing a brand for consumption. With the analysis of the research will obtain valuable information that contributes to the national companies in the production and marketing of each of one of its products in order to enhance and take advantage of the demand, which defines marketing strategies, this considers the buying behavior Of the different consumers to compete with the imported beer market in quality, quantity, price, promotions, etc., that allows to diversify the offer of several brands that makes the beer market grow