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

Abstract

The purpose of this work is to contribute to the national brewing market; Through an analysis on the preference of consumption, information relevant to the commercial activity of the city of Guayaquil.

Competition in the domestic market of the brewery is increasing; The presence of new products requires bidders to innovate; However, there is little information regarding the dimensional behavior of national brands and the relationship with the customer such as: brand loyalty and awareness, perceived quality, brand association. These indicators are important for national companies; Allows them to measure the degree of acceptance by consumers. Therefore, methods were used: deductive, inductive, analytical, synthetic, techniques and application of surveys that facilitated obtaining the results.

At the end of the investigation, the objectives were met, which allowed us to know the positioning and acceptance of the national factories in Guayaquil; Being Pilsener whose brand loyalty is 78%; As the first option to buy 41% and 97 consumer loyalty.