Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cerveza importada en la ciudad de Tulcán, 2016

Abstract

Abstract: In the present research, the qualitative dimensions that determine brand of beer imported consumption in the Tulcán city. Starting from attributes of price, quality, and other latent variables. The methodology used was the application of three hundred surveys, one hundred for each type of brand, which show in their analysis, the degree of acceptance against a general and specific qualitative dimension. It was identified that brands, Heineken and Budweiser are in consumer awareness of the customer, while the Miller brand does not; this same behavior was observed in the dimensions; Perceived value, brand personality, organizational associations. Consumers are not loyal, nor are they willing to pay a Premium price for the consumption of imported beers and their attributes do not have the customer's preference when it comes to buying beer.