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

Abstract

Abstract: The following study looks at the history of beer in the Ecuadorian market, identifying the supply and demand of the beverage. The investigation focuses on the city of Otavalo, and its objective is to determine the qualitative dimensions that allow for the identification of customer preferences in relation to the imported brands of Heineken, Miller, and Budweiser in the canned form. It is important for companies that produce or import beer to know the taste and preference of the consumer at the point of purchase; in this way various models can be implemented, with the goal to position the beer in the local market. For the development of the aforementioned study, I applied the descriptive, analytic, inductive, and deductive methods, in addition I compiled bibliographical information from magazines, web sites, books, and other mediums that would help identify which factors influence the consumer at the point of purchase, the results show a higher awareness of the brand for Budweiser (87%), and a higher intention for purchase (57%) in relation to Miller and Heineken.