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

Abstract

In the Ecuador market there are a lot of offers of kinds of beers: imported, domestics and beer`s craft. According study results, getting by competent entities, Ecuador is a country with high consumption of beer, 79.2 % of people who drink alcohol prefer this drink. There are not scientific studies that reveals the brand preference by consumers and what produce that preference?, so the present study have like a principal objective identify the qualitative dimensions that determinate the national brand preference in Otavalo city during 2015. For the Study Investigation were used methods: descriptive, inductive, analytical and deductive. Also were applied direct surveys to the consumers for once brand investigated, after processed indicators and consideration the results to the variables: brand loyalty, brand awareness, perceived quality and brand association, determinate the preferred brands in Otavalo city are Club (73%) and Pilsener (70%), with a brand value for Club 52% and 48% for Pilsener.