Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en Santa Rosa Cantón de la provincia de El Oro, Año 2015

Abstract

This research has the purpose to analyze the qualitative dimensions that determine the national brand preference for beer consumption in the Santa Rosa Canton, province of the Oro, for which direct research was applied through the personal survey With the purpose of measuring, brand awareness, brand quality, perceived quality and brand association. The strong competition that the beer market has experienced in recent years, forces companies to innovate their products, this project will help companies by providing relevant information about consumer tastes and factors that takes into account the Customer when choosing a beer brand. In the development of the research, techniques of bibliographic collection were used, the SWOT analysis, the Porter matrix out and 300 direct surveys were applied to the consumers, resulting in the most preferred brand is Pilsener beer with 52.5% with respect to the Club brand with 33.5% and Budwieser with 14%.