Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en el cantón Pedro Moncayo, Año 2015

Abstract

Beer is one of the most consumed beverages worldwide, so the study of factors that have an impact on their purchase, is a matter of continuous analysis by the world's producers. In Ecuador, the habits of choosing a beer brand are not different from those of other countries, so that national or foreign companies are permanently quantifying the behavior of the variables that define the value of a brand in the perception of a customer. For the present study, the population of the canton Pedro Moncayo, in the province of Pichincha, was studied, where factors related to the preferences for the brands of imported beer Heineken, Budweiser (presentation lata) and Miller were studied. The results show that there is no knowledge of the brands of analysis, being this a saturated market and identified with the national brands, such as: Pilsener, Club and Brahma, which shows the little promotion by the multinationals in offering the product in Small cities of the country