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

The present research focuses on a main objective that is the analysis of the qualitative dimensions that determine the national brand preference for the beer consumption in the city of Cuenca, in order to know the most relevant and specific factors of each one The consumers that direct to the consumption or not of this drink. Part of the approach to the problem and its due justification is complemented by the acquisition of theoretical information from different media, in which the analysis focuses on the following topics: brand loyalty, brand awareness, perceived quality, brand association and Finally, the determination of the brand value, through which it is possible to know the preference of the national brands of the population of Cuenca. With the results obtained with regard to the particularity of brands, it has been possible to identify the attitudes that lead to the satisfaction in the consumption, since the consumers have expressed the benefits and the expectations that the national brands have fulfilled.