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

Abstract

The present academic work covers the study of: "Analysis of the qualitative dimensions that determine the national brand preference for beer consumption in the city of Guaranda; Province of Bolívar, in 2015; The level of acceptance of the beer brands: Pilsenser, Club and Budweiser, and the influence factors that encourage the consumption of local beer in the locality, based on tastes, preferences, and economic reach of the consumer, are identified. From the field research, it is established that the beer brands with the highest preference when buying and consuming in the city of Guaranda, is Pilsenser beer 67%, Club 29%, Budweiser 3%, are three brands that stand out most In the market, in relation to parameters of: loyalty, satisfaction, perceived quality, price and level of accessibility that consumers have for one of these brands. The information collected benefits producers and marketers in order to expand the market for beer consumption through new strategies