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

Abstract

Abstract: This study aims to identify the qualitative dimensions that influence the preference of national brands for the consumption of beer by consumers in the city of Manta, in order to increase sales by taking advantage of the affinity with the brand, Loyalty to new customers and recover the customers currently in the competition, focused mainly on the city of Manta in the segment of national beers with a high rate of growth and projection both urban and commercial. It is clear that over the last few years the market is experiencing aggressive competition between companies for products and services, which are motivated by rapid technological change, globalization of markets and frequent changes in consumer spending. To propose innovative products to the market in order to remain in place. In the last years in the national market there is a strong competition, thanks to the entrance of new suppliers, especially of new brands of imported beers as well as new brands of craft beers. For the development of the present work we used bibliographic collection techniques, in addition direct surveys were applied to consumers, resulting in the brand that has the greatest value for consumers is Pilsener.