Análisis de las dimensiones cualitativas que determinan la preferencia de marcas importadas para el consumo de cerveza en la ciudad de Machala año 2015

Abstract

Abstract: The present research aims to analyze the qualitative dimensions that determine the brand preference for the consumption of imported beer in the city of Machala in 2015, providing a source of information for the brewing sector, about the factors that lead to the People to choose between one or the other brand. It is very important for brands to know, the positioning of their products and the criteria that consumers have of these, in addition, these companies will be able to visualize, improvements that can be implemented, to achieve greater fidelity and preference, in order to reach an increase In their sales, knowing that the competition is becoming more demanding by the evolution of the tastes of the buyers. It was determined that brands of imported beer have a loyalty of 16% and a perceived quality of 40%, in addition, the price is considered high and only 15% of this group would pay a higher value than the current, finally, the awareness of Brand, reaches 53%, Budweiser (38%) being the brand that has the highest value for consumers.