Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cervezas globales en la ciudad de Cayambe - Ecuador año 2016

Abstract

In Ecuador, the preference for beer against other alcoholic beverages is significant, the most well-known brand and with a significant market share is Pilsener, produced by Cervecería Nacional, however, a wide variety of brands and products are marketed in the country, Focused on different segments, this makes this market very competitive and not only are disputed by consumers national brands, but also international or global. From this, the study scientifically identifies the qualitative criteria that determine the preference of imported brands in the consumers of beer of the city of Cayambe, and consequently their positioning, this because each consumer has different criteria, with respect to the preference, to the At the moment of choosing one of them and being this type of alcoholic drink a product that leads the consumption in Ecuador, it becomes even more important the study by the monetary value that represents this market. This information is of high value for companies that produce or import and market them, as it will allow them to generate business strategies.