Análisis de las dimensiones cualitativas que determinan la preferencia de marcas importadas para el consumo de cerveza en la ciudad de Loja, año 2015

Abstract

In recent years there has been a strong competition in the beer supply Domestic, artisanal and imported, hence the importance of the present study that has the Identify the qualitative and quantitative dimensions that influence the Preference of imported brand for the consumption of beer in the city of Loja.

A descriptive, inductive, analytical, and deductive study was performed for the respective Analysis of the aforementioned variables, as well as Questionnaire that allowed the identification of consumption variables such as: Consciousness, Quality Perceived, Perceived Value, Brand Personality, Organizational Association, Loyalty, Value of the Mark, Willingness to pay a Premium Price, Intention to Purchase.

The results show that in the city of Loja, the most prevalent brand in the market Is the Budweiser (Lata), therefore it is manifested that brand loyalty represents a (30%), first purchase option (30%) and brand loyalty (28%). Keywords: Loja, Imported Beer Budweiser, Miller and Heineken, Quality, Preference, Brand, Loyalty and Price