Análisis de las dimensiones cualitativas que determinan la preferencia de marca internacional para el consumo de cerveza en la ciudad de Ibarra en el año 2015

Abstract

This research was carried out in the city of Ibarra and included an analysis of the qualitative dimensions that determined the preference of imported brands and consequently the positioning among the beer consumers of this city.

The work was carried out based on an empirical study and secondary information, which implied the use of different research methods: descriptive, inductive, historical, analytical and deductive during the elaboration of the different chapters. For that, 300 surveys were carried out, 100 for each brand of beer, object of study, Budweiser (canned), Miller and Heineken.

The result of the survey showed the lack of demand and supply of imported beer and that consumers prefer national beer brands, which translates into the low consumption of imported beer and shows the indifference of beer consumers to The brands imported in Ibarra.