Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en el Cantón La Concordia, Provincia Santo Domingo de los Tsáchilas. Año 2016

Abstract

The investigation job had as main objective analyze the qualitative dimensions that decide the preference of imported brand for the beer consumption in the Canton La Concordia, comprising of chapter 1 description of the investigation, chapter 2 the beer market and the chapter 3 analysis of the qualitative dimensions of the beer market. The methodology applied was descriptive, inductive, analytic and deductive, using qualitative techniques like the SWOT and the matrix Porter, as well as the quantitative techniques like surveys participating 300 people randomly in La Concordia. There were analyzed 9 variables like the brand conscience, perceived quality, perceived value, personality of the brand, organizations associations, loyalty of the brand, value of the brand, disposition to pay the premium price and intention of buying. The testing of the six presented hypothesis gives as result a positive correlation, where the increase of one variable increases the value of the others, so, it is ratified the influence of the value of the brand for each one of the variables