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

Abstract

his research is unique in that it is the only one carried out in Ecuador in which the qualitative dimensions that determine the preference of imported brands in the city of Ambato are analyzed, extremely important information to establish market projections, growth and market development And commercialization of imported beers, the research being fully feasible when there is information that allows quantifying the qualitative dimensions that make imported beer one of the most demanded and accepted by consumers in this city. Through the research it was also possible to establish indicators of the qualitative dimensions that make imported beer a highly sought after product in the city of Ambato, constituting itself as a tool capable of providing the necessary elements to create marketing strategies that contribute to the increase of Presence of this product in the market.