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

In the present work, we study the history of beer in the Ecuadorian market, identifying the supply and demand of this drink. The research focuses on the city of Otavalo with the objective of determining the qualitative dimensions that allow to identify the preference of the consumer in relation to imported brands Heineken, Miller and Budweiser canned presentation. It is of importance for companies that produce or import beer to know the tastes and preferences of the consumer when buying their product, in this way can be implemented several models in order to position the brand of beer in the local market. For the development of the same, the descriptive, analytical, inductive and deductive methods were applied. In addition, bibliographic information was collected in magazines, websites, books and other means that help identify the factors on the consumer when buying a brand. Beer, the results show a greater brand awareness for Budweiser (87%), and a higher intention to buy (57%) in relation to Miller and Heineken