Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Ambato, año 2015

Abstract

This study was done with the objective of identifying and analyzing the qualitative dimensions that determine the preferences of national brands for the consumption of beer in the city of Ambato, Ecuador. This Thesis contains the history of beer in Ecuador, since its arrival to these days. Data gathering was done from secondary sources and several research approaches were applied, such as descriptive, analytic, deductive and inductive research. Consumer behavior has been researched from the field using surveys. Acquired data was later related with the dimensional analysis determining variables. In such way, brand value results were obtained for the local brands surveyed (Pilsener, Club and Budweiser) in the city of Ambato