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

Abstract

The present research work "Analysis of the qualitative dimensions that determine the brand preference for the national beer consumption in the city of Yantzaza. Year 2015, "begins with the description of the research identifying the problem in the national beer brands, analyzing the factors that influence the consumption of these products, the work is carried out through the application of 300 surveys to the population of The city of Yantzaza, related to the qualitative dimensions that determine the preference of consumption in beer brands such as Pilsener, Club and Heineken, the results show that the brand that has the highest recognition is Pilsener, which considers that it has an adequate They also recognize that the value they have is the right one having unique characteristics that make it a recognized brand in the whole city investigated, so they consider that they will continue to acquire it even though their value increases, so It is recommended to the brands Club and Pilsener to improve certain characteristics like packaging, price revision.