Análisis de las dimensiones cualitativas que determinan la preferencia de marca para el consumo de cerveza en La Troncal, año 2015

Abstract

In recent years, it’s verified that the preference of marks of beer is the manifestation of a momentary brewing boom. The efforts deployed by the two companies: Cervecería Nacional S.A. and Compañía Cervecera Ambev S.A. are important, which merits developing a qualitative analysis on the preference of consumption of three brands of beer: Pilsener, Club and Budweiser. The brand value implicit in the culture of the Ecuadorian with intensity becomes sentimentalism; the marks cited are main and lasting, and their acceptance is contrasted with the surveys applied to certain habitants of the city La Troncal. When naming one of the brands come up various memories, revealing the type of preference. The brewing predilection is verified especially for the proposed national brands, based on the repetitive purchase due to the affordable price and the great presence in stores and shops existing in the city. Investigate the factors on which brand preference of beer is based from a population sample in particular, it’s to visualize the perspective of action (of producer-consumer), its projection, foremost the brand equity present