Análisis de las dimensiones cualitativas que determinan la preferencia de marca nacional para el consumo de cerveza en la ciudad de Pasaje. Año 2015

Abstract

Abstract: The beer market in Ecuador, grows significantly and with it the possibilities of entering or consolidating for various brands of beer; among them the national brands: Pilsener, Club and Budweiser. The consumption of national and international beer deserves to be reviewed in large markets, but also at the same time, the so-called small markets in the country, and is the case of Coastal cities like Pasaje, Province of El Oro. This study is based on the strategic analysis of the three national beer brands before annotated and on the dimensional analysis of them, establishing that in the city of Pasaje practically the entire population surveyed is aware of the brands studied and have consumed These products can establish opinions about the quality of the three products. The study showed a high tendency of people consulted who are willing to buy the researched national beer brands, determining that the highest consumption in the city of Pasaje is Pilsener beer.