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

Abstract

Abstract: This study raised the analysis of the qualitative dimensions determining the preference of the imported beer brands for consumption in the city of Cuenca in 2015. In order to accomplish this goal, some variables like loyalty, awareness, perceived quality, perceived value, personality of the brand, manufacturing adjustments of organization, brand value, willingness to pay a premium price and purchase intent were analyzed. The methodology used was based on an exploratory study and complementary information, by which it was determined that the imported brands like Budweiser, Miller and Heineken are the most preferred and consumed in Ecuador. The instrument for gathering information was a survey which was applied on 100 consumers per each brand, which means a total of 300 surveys on the three imported brands. As a conclusion, this study established that the imported beer brands have low acceptance; consumers know the quality of these brands, in spited of that, their preference is for the national beer brands. It is, also, determined that among the three imported brands, the Dutch Heineken is the most preferred and consumed beer in the city of Cuenca.