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

Abstract

Abstract: In the present work of titling the qualitative dimensions that determine the brand preference for the beer consumption in the city of Salcedo, it is known that the national beer production is consumed by the majority of people, but there is no informed analysis that determines the qualitative, for the consumption of a particular brand. The following methods were used: descriptive, inductive, analytical, deductive, and techniques of bibliographic collection, observation and interview, in addition direct surveys were applied to the consumers, obtaining the following results: The most popular beer brand is Pilsener 95%, followed by Club Premium 76% and finally Budweiser 42%, with these brands people are familiar and identify when choosing a drink moderation. In our culture the consumption is determined by the tastes, preferences, technological changes, globalization, entry of new products to the country and the increase of the craft industry, for which it forces the existing brands in the market to seek, innovate and propose new products Quality products at competitive prices to be profitable and stay in the industry.