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

he present study proposed the analysis of the qualitative dimensions that determine the imported brand preference for beer consumption in the city of Cuenca, year 2015. Considering for the analysis the variables: loyalty, conscience, perceived quality, perceived value, personality of Brand, organization associations, brand value, willingness to pay a premium price and intent to purchase.

For this purpose, an exploratory study was carried out as well as secondary information, concluding that the imported brands of beer preferred for consumption in Ecuador are: Budweiser, Miller and Heineken. The survey was conducted by means of a survey of 100 consumers per beer brand, that is, 300 surveys in total. The results showed that the imported brand beers have a low acceptance, however their quality is recognized, preference is levied on national beers. It is also concluded that the most preferred imported beer in the city of Cuenca is the Dutch Heineken.