Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en la ciudad de Cañar, año 2015

Abstract

Beer is one of the preferred alcoholic beverages by humans long ago. The pattern of consumer behavior due to demographic, social, cultural and religious conditions, make this product has more or less accepted in society. This research, applied in the canton Cañar, search aims to identify qualitative factors that influence positively or negatively on brand preference by consumers. During its construction, it has been used some research techniques and bibliographic collection and surveys applied to the consumers from that locality, which allows to identify the pattern of behavior and consumption habits. Thus, it is intended to contribute to importers of beers, providing a properly analysis, supported on its participation in this market