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

Abstract

The present investigation allowed to determine the brand preference for the beer consumption in the city of Santa Elena through an analysis of qualitative dimensions. There is a competition of local brands within the emerging market of the country, which brings into play the different factors that play an important role in the decision making of a brand by consumers. The problem that affects the city of Santa Elena is not knowing with certainty when a customer will stop consuming a particular brand of beer or replace it with another. In order to collect information, a descriptive, inductive, deductive and analytical research was proposed, as well as the technique of survey and observation to examine the behavior of the individual in an external way. According to the results, 91% know the Pilsener brand compared to other brands that are the Club with 90% and Budweiser with 88%. The Pilsener brand is the best positioned in the market with 77%.