Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cerveza nacional en el cantón Durán-Guayas, año 2015

Abstract

Abstract: The goal of this research is the establishment of the quality aspects that affect the beer consumer's preference in the city of Duran. The development of this research has been accomplished through the usage of descriptive, deductive, analytics and inductive methods; then the data collection and analysis through a survey addressed to Duran's population. Therefore, the research delimits the preferred beer brand of that city and the main reason for that predilection. In the other hand, it will be useful as a scientific guide for the different enterprises related and its influence on the production and trade of this product, and its influence on the market; since it possesses a data base about potential clients' parameters of choice. This information can be useful to determine future market behaviors and the brand value.