Análisis de las dimensiones cualitativas que determinan la preferencia de marca para del consumo de cerveza nacional en la ciudad de Daule, año 2015

Abstract

Abstract: Nowadays companies need to measure the value of their brands to take the best tactical and strategic decisions related to these intangible assets. Is why this paper develops a measuring instrument of brand value using an eminently investigative approach, the value perceived by the consumers of beer in the Ecuador has become a major competitive advantage as largely good reputation of a brand is synonymous with commercial face an increasingly demanding consumer group positioning used instruments of analysis of the qualitative dimensions, which include aspects such as the perceived value, quality, loyalty and satisfaction when consuming national beer brands, and that difference can be found with the imported character beers. The purpose of the research is to provide tools to help national companies seeking to expand new markets.