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

Abstract

Abstract: This research focuses on one main objective is the analysis of the qualitative dimensions that determine the preference of national brand for beer consumption in the city of Cuenca, in order to meet the most relevant factors specific focus of each consumers that address consumer or not this drink. Part of the problem statement and due justification, is complemented by the acquisition of theoretical information from different media, which is applied in the analysis focused on the following topics: brand loyalty, brand awareness, perceived quality, brand association and finally determining the brand value, through which you can learn the preference of the population cuencana. With the results obtained in regard to the particularity of brands has been identified that address attitudes to pleasure in consumption, because consumers have expressed the benefits and expectations that domestic brands have complied.