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

Abstract

The beer market in Ecuador grows in a significant way, and with it, the possibilities of entering or consolidating diverse beer brands, including international brands like: Budweiser, Miller, and Heineken. The national and international beer consumption deserves to be reviewed in great markets, but also in those markets considered to be small in the country. Such is the case of Amazonian cities like Puyo, Province of Pastaza. This study is based on the strategic analysis of the three international beer brands mentioned and in the dimensional analysis of them, knowing that, in the Puyo City, practically half of the surveyed population, still not aware of the studied brands and only one third of the surveyed sample has consumed them and think about the quality of the three products. The study revealed a high tendency of consulted people who are willing to buy the investigated international beer brands, determining serious possibilities of being located in the local market, with some differentiation by brand, that eventually have to be considered.