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

Abstract

The present research project aims to analyze the qualitative dimensions that determine the national brand preference for beer consumption in the city of Machala during 2015, for which 300 surveys were applied, taking as population the consumers of the City of Machala, said survey allowed to measure awareness and perceived quality of brand, perceived value, brand personality, business confidence, loyalty, brand value, willingness to pay a Premium price and purchase intention. This analysis will give companies competing in the Ecuadorian market an aid to identify the positioning of the brand and at the same time the preferences and tastes of the consumer. In addition, the research was complemented by the SWOT analysis and the PORTER forces, in order to identify strategies and provide privileged information to brewing and marketing companies. The results obtained suggest a higher preference of the Pilsener brand with 69%, Club with 59% and Budweiser (bottle) with 29% from the consumers of the city of Machala